To help increase attendee registration, mdg developed a website that would build awareness, generate leads and facilitate conversions. The web team started with an assessment of the current site, studying performance metrics and analytics, and recommended changes that would better align the user experience with the way prospective attendees searched for and consumed information. The creative concept used throughout the multi-channel campaign served as the foundation for the site reskin and compelling messaging throughout was aimed at creating a connection to the user, and a sense of urgency to register and attend.