The Pressure Sensitive Tape Council (PSTC) came to Kellen as a new client in 2009. Their executive director was planning retirement and sought a qualified management team for the well-established organization. With expanded management support, the association’s Board of Directors looked to Kellen to grow event attendance and related revenue opportunities.
Kellen undertook a major overhaul of the PSTC member and non-member data to refine the communications strategy and make the promotions more effective. The website was rebuilt, focusing on ease of navigation and clarity of communication. Transitioning to a primarily digital campaign, targeted communications were sent to industry segments.
Kellen’s team established relationships with industry publications to further increase the association’s exposure within the industry. Trade media partners distributed event information to their contact lists, published event information online and across social media, ran ads, offered editorial and published PSTC’s technical paper winners.
By 2010, Kellen’s comprehensive marketing program had increased event revenue by 82%. Attendance was up 58% and the number of exhibitors increased by 19%. Net revenues in 2010 were 1244% higher than 2009.