Saving the planet, one brand at a time.
How we helped to create a sold out conference
AGF and Green Events & Innovations Conference
Branding / Website / Messaging / Conference Design / Content
A Greener Festival (AGF) is a non-profit organisation dedicated to reducing the environmental impact of festivals and events. Since 2008 they have run an annual conference that welcomes over 200 industry leaders, professionals and visionaries working to bring environmental and social sustainability to live events. This is the Green Events & Innovations conference (GEI).
Problems to solve
The AGF and GEI brand focused purely on festivals and they wanted to broaden their appeal to included events and venues in other markets. They lacked a digital platform to effectively engage and market to their audience.
Challenges we faced
The website that they had was not able to scale to their needs and the brand only appealed to festivals.
After a strategy session we devised a plan that would address the issues identified from the AGF. We rebuilt the digital platform from the ground up with a fresh approach and facing, integrating social and sales channels. Re-branding to the shorter AGF gave more multi-sector appeal. We then generated assets for the company and conference across all brand touch points.
The conference deliverables needed to match the brand message of sustainability. This proved to be a challenge because we had to source materials and processes that were sustainable but retained quality. To achieve this, the site branding had to be used year-on-year to prevent waste.
As the event and team grew, resources had to scale up appropriately to improve communication and effectiveness. This required the website and all digital touch-points be re-built from the ground up to allow for expansion and growth.
Results we delivered
In the 3 years we have worked with them, the site traffic has doubled and the conference capacity increased by 30%. Since the launch of the new brand and digital platforms the conference has sold out each year. Early bird and staggered marketing facilitated by the new digital platform has accounted for a 50% increase in pre-sales and increase in sponsorship.