Maryville University

Virtual Event Marketing

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Implementing a marketing campaign for an unprecedented virtual event

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When the COVID-19 pandemic forced organizations to rethink their events, Maryville University decided to make their highly popular homecoming event virtual. 

Integrity’s partnership with Maryville University started a year prior when we were charged with creating and executing an email marketing strategy that would better engage alumni from the 1970s, 1980s and 1990s. The program was such a success — with email engagement increasing by 33% — that they immediately turned to Integrity for assistance with their first-ever virtual homecoming.

Pain points

With little prior experience marketing virtual events, Maryville needed assistance to strategize and launch a campaign that would generate event awareness and registrations with both students and alumni audience, and due to the unpredictability of the pandemic, it needed to be completed in less time than would be allotted to a typical homecoming event.

The pandemic has made virtual and online events more commonplace. Planning, promoting and hosting a virtual event requires the same attention to detail as an in-person event. For virtual, however, additional attention to specific strategies ensures greater visibility.

Integrity quickly developed an actionable and targeted omni channel digital marketing strategy as well as an event specific website then partnered with the Maryville team on executing the following tactics:

As many have learned during the pandemic, virtual events are quite successful. We look forward  to continuing our work with Maryville University and others on post-pandemic hybrid events and continuously navigating the “new normal” for event marketing.

Tools & Technologies
Google Workspace
Pardot by Salesforce
Google Data Studio
Propellant Media Geo Software
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