OUR WORK
Reportwell
Case Study
Conference Strategy:
Generating pipeline through brand and marketing
How do you make the most of your conference and event budget? What will it take for buyers to stop at your booth and say hi? How do you follow up when the event is over?
You, too, can get value from industry events. Here’s how.
About Reportwell
Reportwell is a GovTech software for school districts and government agencies.
The idea for Reportwell came out of lived experience. Jacob Allen and the co-founding team at Reportwell founded two charter schools, which required them to submit mountains of paperwork through old school fax machines. The process was cumbersome, slow, and ripe for error.
After launching these schools, they decided their next move would be to build a product that would fix reporting pains — and that product is Reportwell.
The Conference Opportunity
With a niche market like charter schools, Jacob and his team knew exactly what conference to attend — NACSA, the annual gathering of charter school authorizers.
But how would Reportwell make the best use of the event? Showing up is only half the battle. How would Reportwell make sure they generated leads? What strategy would get them in front of the most attendees?
That’s where Five Four came in.
Event Strategy
Reportwell sponsored the conference to receive multiple points of brand activation, such as:
A speaking opportunity at the welcome reception
A booth on the trade show floor
Sponsorship and branding rights for an attendee lounge
Sponsorship and branding rights for a happy hour
Multiple activation opportunities offered a unique opportunity — a theme. By treating each of the four activations under one theme, we created continuity. Attendees would participate in multiple parts of the conference while seeing one theme, one brand, one product.
Our theme? Tropical vibes.
Charter school authorizers are busy and overworked. The conference is a learning opportunity, but also a way to engage with their peers and step away from their hectic day-to-day’s. A tropical theme gave an air of rest and relaxation. A vacation.
Reportwell makes your work as easy as sipping a pina colada on a beach.
Event Activation
To begin, we:
Designed a brand to fit the tropical theme
Strategized on all the ways to convey the theme through the event activations
Created a list of items that would enhance the brand through the event, such as flower bouquets, tropical neon signs, and custom nail polish in Reportwell colors as an attendee giveaway
Designed a BIG booth backdrop to draw attention
Dropped branded, tropical-themed welcome bags with cocktail kits and R&R vibes located in their hotel room when they arrived
The Result
Reportwell left a lasting brand impression with their target market, ultimately resulting in over $1M in pipeline.
Attendees couldn’t walk 5 feet without seeing Reportwell’s brand and product information.
In addition to generating pipeline, Reportwell increased net new brand impressions, clearly explained who they are and what they do, and made their target market feel like Reportwell would solve their challenges.
And, they did it with fractional marketing and design help — in a cost effective and efficient way.