Feathr campaign helped boost registration for Society of Women Engineers conference

US-based digital marketing company Feathr has announced that its marketing campaign for the Society of Women Engineers’ (SWE) annual conference in 2020 (WE20) had a ROI of 4,303%. SWE’s marketing agency, David James Group, used Feathr to devise multiple advertising campaigns for the virtual conference (which took place over two weeks in November 2020). The agency stated that the investment of US$1,678 generated $72,207 in registrations. Andrew Navolio, vice-president of client services at David James Group, said: “The pandemic was the right time to introduce a new marketing channel to SWE because their audience was experiencing email exhaustion. On top of that, other channels we’d been using, like print magazines that went to people’s business addresses, weren’t effective with everyone working at home.” Navolio used Feathr ads to run a number of campaigns for WE20, including email mapping, keyword searches and lookalike audiences. Feathr’s real-time reporting capabilities allowed the Group to assess how each campaign was performing and make necessary changes. Navolio stated: “SWE gets a lot of web traffic so we knew that with Feathr, our ads would find previous visitors to SWE’s site across the web and remind them to register for the conference. And it meant we could reach them in the channel they were spending almost all their time in during the pandemic.” #WE21 took place both in person and in virtual format in Indiana last October.