Betterworks, a performance management software company, sought to host a high-caliber HR summit that attracted HR decision makers and better positioned the brand as a thought leader. Betterworks had hosted other events but wanted the EmpowerHR Summit to be more dynamic and eye-catching.
Background
Betterworks helps HR leaders make work better through a SaaS platform that provides modern performance management solutions, predominantly for enterprise businesses. The company’s ideal buyers are HR leaders and other decision makers. Betterworks set out to host a high-caliber HR summit that attracted HR decision makers and better positioned the brand as a thought leader.Challenge
Betterworks had hosted other events but wanted this new event — the EmpowerHR Summit — to be more dynamic and eye-catching. Previous Betterworks events skewed toward line-of-business professionals. To fuel its lead-generation pipeline with HR leaders at the director level and above, the company needed a different approach to branding and promotion. Adding to the project’s complexity was the need to develop content that appealed to HR leaders. Betterworks needed the EmpowerHR Summit to educate attendees on goal setting and the power of software to promote goal alignment. The summit also needed to share wider HR expertise and takeaways with the HR professionals in attendance. With a tight six-week deadline, the Betterworks team was under pressure to plan, produce and promote the event. The client needed help to complete all the event preparation at a high level while reaching the target audience.Solution
Betterworks enlisted Rep Cap to maximize the event’s reach and success. Rep Cap took the lead across several stages of the event, including messaging, production, promotion and post-event content. Rep Cap designed the event branding and produced all of the creative, including multiple digital ad sets and videos. The agency also advised Betterworks on media buys ahead of the event. Rep Cap also committed to post-event promotion and awareness — namely, articles summarizing the event sessions for publication in Betterworks’ magazine, The Loop.Results
Despite time constraints, the Rep Cap team produced high-quality assets that enabled Betterworks to plan, promote and produce the summit — all while aligning with the company’s branding. The post-event articles written by Rep Cap created further awareness of the event while placing relevant content in front of the target audience throughout the year. The EmpowerHR Summit attracted more than 2,000 attendees, 70% of whom were HR professionals at director-level and above — the key decision makers Betterworks wanted to reach. The summit was so successful that Betterworks continues to host it as an annual event.