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The Event Group was hired by Prudential to help attract women to purchase financial planning services by creating an educational platform that reaches women through multiple centers of influence and build stronger brand recognition in the retirement marketplace.
In order for Prudential to realize its goal, The Event Group set out to produce a multi-city educational conference for women to discuss health and wealth. Starting with a strategic plan, the objectives were set and the budget built, so the results could be measured. The target market, potential venues, keynote speakers, educational topics, and potential sponsor and exhibitor partners were identified. The Event Group developed the event brand, website, marketing materials, sponsorship package, registration materials, and conference guide. We handled all negotiations for the speakers, venues, and contracts. In addition to managing all the logistics, The Event Group also sold sponsorships and coordinated the sponsors and exhibitors. The Event Group planned and executed an unparalleled event featuring celebrity keynote speakers such as Maya Angelou and Suze Orman and educational workshops on managing personal finance, retirement planning, and living a healthy lifestyle. The elements of food and fashion were added to make the event attractive and fun.
Brand perception improved by 77%, a giant leap for Prudential Financial as they work towards increased recognition. In addition, 91% of attendees indicated they would attend the conference again, with 94% saying they would recommend the event to a friend. Overall satisfaction rating for the event? 97%.