Event Service Professionals Association (ESPA)
ESPA’s Thought Leadership Supports Membership Growth
Event Service Professionals Association (ESPA), the only association and voice representing event service professionals from convention and visitors’ bureaus, hotels and convention centers, provides education and networking opportunities to its 500 members. The association engaged CMA to build its brand by improving the perception of its value proposition to support membership growth.
In a yearlong public relations campaign, CMA designed and launched the “Project Access Toolkit,” which positioned ESPA as a thought leader in the educational vertical within the services industry. The strategic communications program consisted of a single press release that promoted a high value downloadable tool to make the target audience’s job easier. Available to both members and non-members of ESPA, the toolkit solidified ESPA’s position as an industry leader, providing the latest and best event planning tools.
The yearlong campaign drove 188 sessions to the “Project Access” toolkit page on ESPA.org. In addition, ESPA received more than 100 email requests for the toolkit from non-members. Overall, the campaign led to a 5.5% increase in membership.
The press release campaign, garnered coverage in every target publication, generating a reach of 135,701 with 13 media placements, which ultimately helped to build ESPA’s brand awareness and reinforce its value proposition to the industry. Publications included:
- Associations Now (e-newsletter)
- Meetings Today
- Incentive Magazine
- Meeting News (e-newsletter)
- Meetings & Conventions Magazine
- Successful Meetings
- Association Trends
- Disabled World (website & e-newsletter) Trade Show News Network
- The Meetings Magazines
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