Event Marketing – TedxBethesda/Women

Event Overview

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TED Talks video and live speakers combine to spark deep discussion and connection in a small group. The TED organization provides a license and general guidance for the TEDx program, but the individual TEDx events are strictly grassroots, on a community-by-community basis.

The first ever TEDxBethesdaWomen event was one of the 200+ TEDx programs happening around the globe as part of TED’s “Women’s Event” day on December 5, 2013. With a theme of “Sassy: Lively and Spirited,” twelve amazing women provided a standing-room only crowd of 140+ attendees with a variety of perspectives and life experiences.  The day-long event was recorded for YouTube and TED.com so that it can be viewed worldwide.

Challenge

 

TEDxBethesdaWomen event organizer Jane O. Smith secured a license from TED to host the event, rented a venue, and booked the speakers but needed expert help and resources to develop an event website, create public awareness, and sell tickets.  She engaged On The Marc Media to work as her partner, with a goal of filling the 140-seat auditorium with attendees willing to spend $100 per person for the event.

Solution

 

On The Marc Media provided website design and management; website content, including speaker biographies and blogs; frequent social media posts (Facebook, Twitter, and YouTube), speaker interviews via Skype for social media;  e-mail communications; graphic design; design and publishing of print materials; media relations; video production and editing; and full staffing for the event.

Results

 

Tickets for TedxBethesdaWomen sold out a week prior to the event and the speakers were all very well received. Logistically, the day went exceptionally smoothly and attendee evaluations were overwhelmingly positive.

 

Results include:

 

  • Sold out event 140-person venue
  • 26.5% increase in ‘likes’ of Tedx Bethesda Women Facebook Fan Page
  • 43.5% increase in Twitter followers during and after event
  • 187 unique tweets mentioning @TEDxBethesdaWmn account on Twitter
  • 78 retweets of day-of @TEDxBethesdaWmn accounts on Twitter
  • 42 favorited @TEDxBethesdaWmn tweets on Twitter
  • 36 favorited tweets mentioning @TEDxBethesdaWmn on Twitter
  • 27 retweets of tweets mentioning @TEDxBethesdsaWmn on Twitter
  • 69 tweets including #TEDxBethesdaWomen hashtag on Twitter

 

As a result of an engaging and thought-provoking day, many of the attendees expressed interest in continuing the TEDxBethesdaWomen momentum with future events and organizing TEDx programs in their own community.

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