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    Organic Social Growth for Marketing Event Venues

    Client: Overland Park Convention Center (OPCC)


    Objective: Boost the Overland Park Convention Center’s (OPCC) social media presence, engagement and website traffic through a strategic organic content approach, eliminating reliance on paid media.

    Strategy:

    In 2024, our team shifted from paid advertising to a data-driven organic approach, leveraging high-quality multimedia content, community engagement and educational posts that align with audience preferences. 

    We analyzed performance data to refine content, emphasizing videos, virtual tours and interactive elements that consistently drove higher engagement. 

    Execution:

    • LinkedIn: Focused on professional event highlights to showcase real-world applications of the venue’s offerings, employee spotlights to humanize the brand and industry insights to position the client as a leader in event planning.
    • Facebook: Highlighted venue features and remodeled spaces to drive interest, promoted event highlights to inspire planners and leveraged behind-the-scenes content to build audience connection and trust.
    • Instagram: Used highly visual content to capitalize on the platform’s strength, featuring behind-the-scenes event setups and high-quality catering displays to engage users and attract event planners.
    • Video & Multimedia Content: Integrated virtual tours, high-quality videos and other multimedia content to increase engagement and position OPCC as an event planning industry expert.

    Results:

    Results are based on a social media performance comparison from Jan 1 – Oct 17, 2024, vs. the same period in 2023.

    • Organic Follower Growth: There was an 11% increase in followers, outperforming the 14% growth in 2023, which included paid ads. This demonstrates the effectiveness of the content strategy in attracting and retaining audience interest.
    • Higher Engagement and Interactions: Clicks surged by 323%, and social actions (likes, comments, shares) grew by 73%, surpassing 2023’s performance and highlighting the content’s strong appeal.
    • Improved Click-through and Impressions: Impressions grew 121%, significantly enhancing content reach and visibility, showing strong audience resonance.
    • Cost Efficiency: Achieved better engagement metrics without ad spend, resulting in substantial cost savings and improved ROI.
    • Content Quality: High engagement levels indicate the content was valuable and relevant, driving increased interaction and participation.
    • Sustainable Growth: The success of the organic strategy in 2024 proves that meaningful content can sustain audience growth and engagement long term.

    Industry:

    Event Planning & Venue Management

    Category:
    Date:

    March 28, 2025

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