Event Service Professionals Association (ESPA)
Strategic PR Campaign Deepens ESPA’s Membership Engagement
Event Service Professionals Association (ESPA) is the only organization that is solely dedicated to advocating for the role and impact event service professionals have on the success of events. With a 30-plus year track record, the association engaged CMA to deepen membership engagement.
Through a two-part, yearlong public relations campaign, CMA cultivated media partnerships with target publications and built a content library through the initiation of blogs. A 12-month media partnership with Meetings Today showcased ESPA’s members’ expertise and expanded its position as an industry thought leader. CMA also secured a feature article in Future of Travel & Events USA Today Supplement, which was leveraged as a resource to secure an additional 16 placements at nationwide industry conferences.
To further engage ESPA members, the second arm of the campaign—the robust blog program—showcased the depth and breadth of the role of the event service professional, as well as the quantifiable ways members drive revenue and return business to venues.
ESPA’s partnership with Meetings Today, bridged the gap between the services and event planning industries.
Through blogs and media outreach, CMA’s campaign showcased ESPA members as go-to subject matter experts, positioning them as the answer to issues that meeting planners and venue decision-makers face:
1 media placement in Future of Travel & Events USA Today Supplement was leveraged to secure an additional 21,000 impressions
25% increase in web traffic as a result of the blog strategy
38 media placements secured for a total of 284,824 impressions in target publications:
- Connect Meetings
- CVB Life
- Future of Business & Tech
- Meetings Today
- Prevue Magazine
- Successful Meetings
- Trade Show News
Public Relations , Media Relations
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