HLR Seminar Invitations
Category: Marketing Communications
Getting city and county engineers from the greater Chicagoland area to break free from their busy schedules to attend a luncheon seminar on wetlands requirements in the middle of the work week is no easy task. That’s the situation HLR faced when they developed a two-hour seminar to be held on two alternate dates at a public location near their headquarters in Elgin, Ill. A leading provider of civil and structural engineering and surveying services in Illinois, HLR tapped CHI to develop an invitation program that would not only reach their target audience of more than 300 local city and county engineers, but would generate enough registrations to fill the room on both dates of the seminar.
CHI created a print and electronic invitation program for HLR. Four weeks before the first of the two wetlands seminars, CHI distributed an e-vite to the client’s target list. The e-vite provided key information about the seminar and included a call to action for registration and a special offer of one professional development hour (PDH) credit earned for attending the event. The client starting receiving RSVPs within minutes of the e-vite distribution. A week later, a direct mail postcard featuring the same design and content as the e-vite was sent to the client’s target list. Shortly after the postcard mailer was distributed, the Chicago area was hit by a winter storm that dropped up to two feet of snow. The very people HLR was targeting for the wetlands seminar – city and county engineers – were singularly focused on efforts to dig their communities out from the snow.
Even with the blizzard, HLR’s print and electronic invitation program successfully secured more than 40 registered attendees for each seminar date, far exceeding the client's goa. This program generated a response rate of more than 22 percent.