360 Live Media is an event strategy, marketing and design agency that helps associations maximize the impact of their events to advance their mission. We drive tangible business results by helping organizations modernize their approach to events, membership, and revenue.
Client: American Institute of Aeronautics and Astronautics (AIAA)
Digital Marketing & Communication Campaigns | 11c. Other -- Digital Event Marketing Campaign
ASCEND is a virtual event created to accelerate space exploration and serve as a launchpad for growth in the economy. In marketing this event the entire space ecosystem was targeted—not just traditional players like defense and commerce, but non-traditional industries like mining and hospitality. 360 Live Media used data and insights derived from persona research to drive a successful acquisition campaign that attracted both the endemic and non-endemic target audience.
By the time the inaugural launch of ASCEND came around in November 2020, the event was three years in the making. Early marketing for ASCEND included nontraditional strategies such as geofencing and guerilla marketing activation campaigns at competitive events and securing a panel on the coveted SXSW 2020 lineup.
When the pandemic initiated the shift from an in-person event in Las Vegas to an entirely virtual experience, the marketing strategy also shifted, including producing an early-adopter video campaign and launching an ambassador program that allowed registrants to digitally share why they were attending ASCEND and what their motivations were for forging an off-world future.
For the first time, the aerospace technical community shared the same stage with non-technical professionals to foster greater collaboration and a shared vision of a common future. The collaboration began 6-months before the inaugural event via the ASCENDxSeries, which were niche, one-day virtual summits that connected sponsors, speakers, and attendees. This free, virtual event series offered the ideal scenario for prospecting non-member leads for the pinnacle event in November.
Registrations for ASCEND 2020 were acquired more than one year before the doors opened. The audience composition diversity aligned with the initial projections, with the member/non-member audience breakdown of 36%/64% respectively. The inaugural year of ASCEND brought in more than 3,000 innovators (150% of the initial 2,000 attendee goal), disruptors and visionaries from 32 countries.