The IAEE Art of the Show Competition’s Social Media Campaign category evaluates the collective use of social media channels to effectively promote a show before, during and after the event. Judging criteria includes: content appeal and usefulness; effectiveness of distribution and target audience engagement; target audience response; how well the campaign correlates with the overall “theme” of the show; how well the social media campaign met its intended goals; and how well the social media drove attendance, general show awareness and overall brand awareness.
In today’s IAEE Art of the Show Competition Winners Circle, we highlight the winners of last year’s Social Media Campaign category:
Under 75,000 nsf
National Catholic Educational Association
National Catholic Educational Association Convention & Expo
The National Catholic Educational Association (NCEA) 2017 Convention & Expo took place at the America’s Center in St. Louis, MO and is the largest private-education association gathering in the nation, held in fellowship with the Archdiocese of St. Louis. NCEA 2017 was a one-of-a-kind event that brought together Catholic and other religious educators from across the United States, Canada and other countries to exchange ideas and debut cutting-edge research and technologies related to education.
Those who participated represented all aspects of Catholic and faith-based education from preschool, elementary, secondary, adult education, colleges and universities to local parish pastors, priests, parish volunteers and more. They enjoyed more than 200 professional development sessions, beautiful liturgies and special events.
NCEA opened registration for NCEA 2017 in mid-September. At that time it launched a social media influencer competition so that one teacher may travel and attend the convention all expenses paid. NCEA followed the progress of 10 Catholic educators making their own mark in the social realm of Catholic education.
Throughout the contest, NCEA enhanced influencer efforts to increase their following (as well as its own), spread their messages and spurred their engagement via cross promotion of their social strategies. NCEA provided topics for each week as the influencers utilized social media to share, engage and inspire the online Catholic education community.
The goals for the social media campaign included:
- Increase brand loyalty via participant and follower engagement and interactions across Facebook, Twitter and NCEATalk the Blog.
- Enhance brand awareness by implementing new social streams and content.
- Spread awareness about NCEA 2017 Convention & Expo in St. Louis
- Increase registration rates for convention
- Increased social media presence to include maintaining a consistent compliance effort and utilization of all social platforms.
The objectives of the campaign were to:
- Increase awareness through the implementation of live social feeds, sharing content on Facebook, retweeting posts on Twitter, cross-publishing blogs and additional cross-promotion of Catholic education content.
- Establish a credible group of Catholic education influencers to provide content to NCEA members and those involved in Catholic school education.
The Social Media Influencer Contest: Send A Teacher to NCEA 2017 in St. Louis was the first social influencer approach for NCEA and second social contest for the NCEA Convention & Expo. NCEA experienced an increase in positive engagement on its social media platforms – to include Facebook and Twitter – and boosted its following during the contest as well as throughout the convention.
“Following the conclusion of the contest, those who participated remained active with NCEA and continued to maintain relevant Catholic education social postings and content,” noted NCEA Director of Events Amy Durkin.
Over 200,001 nsf
Greater New York Automobile Dealers Association
New York International Auto Show
Read the complete case study about how the Greater New York Automobile Dealers Association won not only in this category, but took the overall Best of Show prize for last year’s Art of the Show Competition with this entry here.
The 2018 IAEE Art of the Show Competition is now underway – you have until 14 September 2018 to submit your entries! Check out all the winners from the 2017 competition.