Data Science Foundation's
8th International Data Science Summit GTM
UrsDigitally, the digital marketing arm of Smart Web Technologies, had onboarded a new client - NASSCOM and the Data Science Foundation (DSF). They were putting together the 8th International Data Science Summit, virtual for the first time due to COVID and wanted UrsDigitally to assist with a digital campaign. The goal was to increase registrations using digital channels.
This was a probationary project that would determine whether these organizations would further work with our company on a more permanent basis. As the marketing head at UrsDigitally, I volunteered to lead this project.
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It involved collaborating with spokespeople from both organizations, creating a digital campaign, and executing it with precision by leading the team that had been formed for this project.
Target Personas
Data Science Professionals
Data Science Enthusiasts and Aspirants
The Project Heads at NASSCOM and DSF
The Work
Forming the GTM Activities for the campaign
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Met the event organizers frequently to understand historic digital campaigns, resource availability, value prop, constraints, campaign strategy, and updates on progress
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Set up the approval process with c-suite and event organizers
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There were strict budgetary constraints and the value prop was the speakers themselves who were dignitaries in the industry, and the networking that happened among data science experts
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Approached the content strategy from a community-led mindset
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Planned out GTM activities such as speaker introductions, speaker video series, reminder posts, teaser posts, historical event rewinds and thought leadership across channels such as the Eventbrite event page, LinkedIn event page, YouTube and Facebook
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Added the goals, KPIs, and success metrics such as engagement, views, and sign-ups to be monitored and based on the results optimized the content topic and channel until launch date
Managing and executing the campaign
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The key messaging pillar was to network with data science experts
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Partnered with CEO of UrsDigitally to form the team for the project which involved choosing video editors, graphic designers, a content writer, and a social media executive
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Planned out the JTBD and timeline on a custom template that covered all the channels and decision-making stages
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Collaborated with all the speakers to create15 long-form 'meet the speaker' videos that were converted into 2-3 minute bites for Facebook and LinkedIn
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Monitored the social media posting schedule, asset creation and quality assurance, to ensure all the information was being posted and shared with the speakers on time
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Asked speakers to share the rewind videos, their personal 20-minute video, event posters, and personal speaker posters on their LinkedIn along with their thoughts on the event as thought leadership content
The Impact
3000+ registrations and seats sold out early
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The content shared by the organizations and thought leaders received a lot of engagement which led to 3000+ people signing up for the event
PR for UrsDigitally and gaining a new client
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Due to the popularity of the campaign, DSF shared UrsDigitally as its digital partner across all the digital assets and even posted an explainer video on its Facebook page
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DSF and NASSCOM decided to contract UrsDigitally permanently
