The best way to predict the futureis to create it.
The future of your event, your association, your next organizational initiative is dependent not on external forces but on your internal vision — and ability to bring that vision to life. With a clear understanding of where you are now and where you want to be, mdg will accelerate the realization of your goals with customized solutions that blend your expertise with ours — in strategic planning, digital marketing and creative and tactical execution. No crystal ball needed, just the right people, plans and partnerships.
creating great work
Association Strategy and Marketing
mdg serves its association clients by helping them advance a broad range of objectives. Our approach embraces a shift from a series of siloed offerings to a more holistic audience engagement strategy. Leveraging in-depth knowledge of industries and audiences, we develop and execute communication and marketing plans to increase membership, promote professional certifications and development opportunities, spark engagement, build participation in ancillary events and support sales, sponsorship and revenue objectives.
mdg’s unique brand of event marketing has garnered awards, industry praise and, most importantly, results for our clients. Our creative team consists of passionate, talented copywriters, designers, production artists and digital media specialists who understand the importance of producing strategically-based creative that grabs attention, speaks to the target audience in their own tone of voice (and visual vocabulary) and compels action.
Content Creation and Marketing
Our clients – event producers, non-profit associations, media companies, etc. – are no strangers to content marketing. It’s the nature of our business and, in today’s new reality, an increasingly effective tool for lead generation, engagement and retention objectives. Our approach to content strategy encompasses audience research and buyer journey mapping, content audits, media modeling and more to extend the revenue potential and “shelf-life” of an event, improve SEO, heighten brand recognition and make a demonstrable impact on your business goals.
mdg attributes much of its growth (and many client success) over the past decade to the expertise, resources and overall prioritization it has placed on digital marketing. Our team develops strategic marketing plans and tactical components that build awareness, increase engagement, generate a positive brand association, re-envision content or concepts, prompt further consideration, drive visitors back to websites and, ultimately, convert prospects into attendees, exhibitions, sponsors, members or brand loyalists.
Event Strategy and Marketing – Physical and Virtual
The cyclical nature of events naturally evokes a temptation to start thinking about tactics, timelines and costs in relation to what’s been done in the past. In the wake of COVID-19, however, everything has changed – the media landscape, the reliability of databases and the needs, wants and concerns of our audiences. mdg is adept at finding solutions that generate response and build both online and in-person participation.
Our dedicated Digital Event Team works with clients to thoughtfully and creatively develop online event solutions (standalone and hybrid), from strategic planning to selecting the right technology platform to performance modeling and more. Our core competency lies in the ability to identify new strategies and tactics and execute in a way that achieves positive, measurable outcomes.
mdg’s team of international marketing strategists consists of multi-lingual professionals who have lived, worked, and in many cases, produced events overseas. Our proven process for attracting international audiences to physical and/or online events begins with market research to rank and prioritize countries based on criteria such as past performance and future potential, capital expenditures, ease of doing business, etc. Once priorities are established, mdg will, as appropriate, form alliances and delegations, develop marketing collateral, participate in foreign trade events, execute digital campaigns, manage media relations and provide additional services as part of a broad, fully integrated approach.
mdg’s organizational strategists lead executive teams in scenario planning exercises that will help identify and prepare for a range of future possibilities. By identifying uncertainties, likelihoods, and existing audience sentiment, we construct a series of scenarios and corresponding processes to plan for the future. Furthermore, we assess change readiness, how a product portfolio will likely need to evolve, and advise on ‘big bet’ initiatives and strategic prioritization.
mdg’s PR experts help event and association clients achieve their publicity and communications objectives – increasing exposure, strengthening media relationships, enhancing brands, building community, driving registration and membership and more – with the right combination of tools, tactics and technologies. PR starts with strategic vision and encompasses holistic communication strategies, crisis management, storytelling, community relations programs, charitable initiatives and more.
Over the past decade, mdg has built up its suite of video services, incorporating new tools, technologies and tactics that give our clients a powerful means of communicating a brand story, explaining a value proposition and deepening relationships. Our content marketing specialists use this medium to engage the senses of prospects and tell stories that will entertain, educate, nurture and help achieve membership, attendance, and other organizational KPIs. We use video to improve website SEO; to facilitate social sharing; to boost click-through rates; to move prospects through the path-to-purchase funnel; and to increase conversions.
Good marketing focuses on the wants and needs of an audience – and a good website brings that philosophy home, providing relevant, easy-to-access information for prospects at various stages of the awareness-to-conversion journey. Our expertise in user experience allows us to effectively bridge the gap between the technical and the strategic to generate registrations, drive meaningful engagement and ultimately achieve better ROI and ROO.
Every month, we feature stories from the online events we’ve helped plan, produce and/or promote, in hopes that you’ll discover insightful advice, creative inspiration and a burning desire to work with mdg on your next event! This month, we’re featuring ASIS International’s GSX.
What made the event campaign a success?
- A Partners in Promotion toolkit that included a viral video challenge.
- A robust paid digital campaign combined with email outreach in three different languages, boosting international attendance.
- Well-timed discount codes, resulting in higher-than-expected conversions overall.
Your most surprising show stat?
- In 2019, all-access registration for GSX was 17 percent. For the online event in 2020, it jumped to 52 percent.
What advice do you have for producers of similar events?
- Start by evaluating your overall event objectives – and don’t forget to ask your attendees and industry suppliers about theirs as part of this process.
- Content is everywhere. To create an engaging event experience, ensure yours is timely, unique, and well-produced.
- Help your prospects understand what to expect from your online offering through video demos, tutorials and informational landing pages.
Working with mdg has turned out to be so much more than just hiring an “ad agency”. They truly are our strategic partners, and the work we’ve done together has been a catalyst for such evolution within our organization. After bringing in mdg, our entire team is thinking differently about content and programming, year-round engagement with our members, messaging and creative, and data-informed segmentation. This has been a game-changer for our planning process, and not only that, it’s enabled us to pivot quickly during the pandemic.