The Event Service Professionals Association wanted to increase member engagement by capitalizing on its annual “National Celebrate Services Week”, which takes place for one week throughout the United States.

CMA’s social media team developed a micro-campaign program to maximize the association’s efforts and ramp up member involvement. Leading up to the event, promotions for NCSW began gradually with a “save the date” message once a week. The number of posts was increased by 67% for the week-long celebration to accommodate extra messaging that included promoting the event, thanking participating members and sharing member posts from around the country on the association’s platforms to amplify the enthusiasm.

ESPA members celebrated their profession in different ways:

• meetNKY and Visit Cincy invited their tourism partners across the Cincinnati Region for a day of service at the DAV (Disabled American Veterans) Headquarters where they assembled Forget-Me-Not flowers that were used across the country as part of DAV fundraising efforts.
• Visit Greater Palm Springs published ads in their local newspaper and on their LinkedIn page encouraging restaurant and hotel partners to nominate their service stars. Then, they hosted an event to gather and celebrate their Event Service Professionals at one of their partner hotels and teamed up with their DMCs to showcase decor and activities.
• Visit San Antonio hosted a “celestial” themed breakfast celebration for Event Service Professionals. Their jam-packed morning included a national keynote speaker, honoring a recently deceased Event Service Professional who created a great impact in their local event service industry and wrapped up with the excitement of awarding the Event Service Professional of the Year. As part of their community outreach, they encouraged attendees to support SAPA, a local animal shelter.
• The Destination Services Team at VisitNorfolk hosted a networking lunch and learn at the VisitNorfolk Mermaid Market and Visitor’s Center to celebrate how those in the service profession further tourism for the city. They also collaborated on a “Service the Community” project to provide box lunches and basic personal care products to unhoused individuals in the community.

ESPA’s micro-campaign generated 21 new followers on the association’s social media channels. The event also amplified member engagement during the week:

• 3,284 impressions (2,380 on LinkedIn, 778 on Facebook and 126 on Twitter)
• 744 Facebook reach
• 284 engagements (227 on LinkedIn, 47 on Facebook and 10 on Twitter)
• 88 post clicks (72 on LinkedIn, 14 on Facebook and 2 on Twitter)
• 10 clicks from social media to the ESPA website.
• 2.68% CTR

In all, 27 ESPA members participated in the event, surpassing expectations by 20%.

Public Relations , Media Relations

Non-profit
Event Planning
Association