1. Creating Space | X 2013
Breaking New Ground:
Leadership Development
for Social Innovation & Impact
May 8 - 10, 2013
Baltimore, Maryland
MEASUREMENT PILOT DESIGN|
EVENT PROMOTION & PARTICIPANT ENGAGEMENT
OE Peer Group #1
Measuring the Networked Nonprofit:
Action Learning Project
By the Leadership Learning Community
@leadershipera #CreatingSpace2013 1

2. INTRODUCTION
For the action learning project, we have decided to focus on the promotion and
engagement around LLC’s national conference – Creating Space. The theme for
this year’s event is Breaking New Ground: Leadership Development for Social
Innovation and Impact.
Drive participation in
Goal 1: the event through Measure campaign
email, social results and
Awareness & media, blogger registration
outcomes
Registration outreach, and print
campaigns
Engage participants Measure
Goal 2: via social media engagement via
before, during, and social media
Engagement following the event platforms
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3. GOAL
Goal 1: Awareness and Registration “WHY?”
We want to know what ‘works’ in terms of driving event registration, and getting
people talking about the event (We are inviting up to 100 registrants from
leadership development programs, funders, evaluators, researchers and
consultants to share ideas and build connections)
Goal 2: Engagement “WHY?”
We want to connect event registrants with one another before, during and after
the event (Our event literature promises: You will have the opportunity to network
with other stakeholders and remain connected for purposes of learning and
collaboration.)
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4. GOAL
External impact:
• Increase awareness about the role of leadership development in advancing social impact
• Be a catalyst for strengthening participants’ leadership development practice and more broadly the
social sector leadership development field
• Create a transformative learning experience that allows participant to consider a broad range of
leadership development perspectives and experiences - both ‘tried and true’ and unconventional
ones - that might elevate participants’ work to a new level of social impact
Internal impact:
• Inspire conversations about the topic
• Collaborate with key champions to plan the event – we have identified and invited ~10 influencers
to help us plan and promote the event
• Secure ~100 registrations that include a diverse group of participants
(funders, nonprofits, researchers, consultants, etc)
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5. KEY POINTS
The main, new components of this year’s event
promotion include:
• Champions program: work with the design team to plan and promote the event
• Survey and case study about the event
• Twitter chat/activity – perhaps with one of the event catalysts
• Webinar series
• Documentation: Prezi about key ideas/learnings from the event
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6. TEAM
Project Lead Communications Logistics Content/Design Design Team
(Natalia) Coordinator Coordinator Team Leads • Help develop
• Work with team to (Eleanor) (Miriam) (Deborah and content/agenda
meet deadlines Milano) • Promote the event
• Conduct • Coordinate venue,
• Oversee implementation of food, etc • Help recruit catalysts
• Recruit design team
development and promotional strategy • Manage registrations
implementation of • Develop
• Develop of event content/agenda for
promotional strategy documentation • Help document the event
• Develop metrics materials event
report • Recruit catalysts
• Work with team on • Provide feedback
documentation around promotional
strategy strategy
• Oversee
documentation and
evaluation strategy
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7. AUDIENCE
Leadership development programs (mostly in the nonprofit sector) across the
nation. Example: Rockwood Leadership Institute, Ashoka, Center for Ethical Leadership
• Participate in the event
• Engage with other participants around key ideas and questions
• Help promote the event
Foundations investing in leadership development and in networks across the
nation.
• Participate in the event
• Engage with other participants around key ideas and questions
• Help promote the event
“Champions”: Thought leaders that will be part of the design team (such as
June Holley, network weaving)
• Help plan the content and structure of the event
• Help identify and recruit catalysts
• Help with key initiatives (Twitter chat, etc.)
• Help promote the event
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8. MARKETING PROCESS
Evaluation/Documentati
Planning Awareness Engagement
on
• Finalize promotional • Develop and launch • Before • Develop Prezi with
strategy print campaign • Webinar learnings from event
• Develop messaging and • Launch CS|X on LLC • Twitter chat • Analyze survey
theme Web Site and • Post discussions and • Develop metrics report
Newsletter ideas in communications
• Identify relevant blogs
channels
and hashtags • Promote event via LLC
• Collaborate with design
• Coordinate logistics channels team to write about the
• Promote event via event
design team channels • Identify & recruit design
• Blogger outreach team
• Identify & recruit
catalysts
• During
• Participate in interviews
• Use hashtag to share
ideas
• After
• Share experience
through survey
• Blog about the event
• Participate in discussions
about the event
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9. TIMELINE
Engagement: Engagement: Engagement:
Planning Awareness Evaluation
Before Event During Event After Event
February - February –
January - February May May - June June
April April
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10. LADDER OF ENGAGEMENT
CREATING SPACE PARTICIPANTS
Register for the Join LLC/LNE Sign up for
Promote the event
event website newsletter
Participate in
Share experience
Provide ideas for Write about the conversations about
with ‘event
topics/catalysts event (before/after) the event
reporter’
(before/after)
Donate to the
Take survey
Equity Fund
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11. LADDER OF ENGAGEMENT
CREATING SPACE DESIGN TEAM
Provide ideas
Register for the Promote the
event
for
event
topics/catalysts
Write about the Host Help document
event conversations learnings of
(before/after) about the event event
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12. CHANNELS
• LLC website
• LNE website
• LLC newsletter
• LLC webinar series
• Twitter/Facebook/LinkedIn
• Design team channels
• Relevant blogs
• Print campaign (for funders)
• Interviews during the event
• Survey
• Prezi
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13. SMART GOALS/OBJECTIVES
Awareness/Registration
• Secure 100 registrations for the event (based on historical data)
• ~5 design team
• ~15 funders
• ~80 nonprofits/researchers/consultants
• Secure 200 new newsletter subscribers, driven by report download
• [TBD] Page views (event page on LLC site)
• 1,000 Bitly click throughs
• Secure at least 20 online placements and mentions
Engagement
• Recruit ~10 thought leaders for design team
• Recruit ~5 innovators/catalysts for the event
• ~20 comments and Twitter conversations (use of hashtag)
• ~20 comments and conversations in online platform (LinkedIn?)
• Secure 100 participants in webinar about report
• 20- 50 participants in Twitter chat
• 10 participants in interviews during the event with ‘event reporters’
• 75 survey responses
• 1 case study about the event (secure quotes/feedback from event participants)
• 1,000 in donations for Equity Fund
• [TBD] Prezi views
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14. KEY BENCHMARKS
Metric 1 Metric 2 Metric 3 Metric 4 Metric 5 Metric 6
Awareness Registrations Registrations Pageviews Bit.ly link click- Online Referring site
for event for newsletter throughs placements/mentions stats
TOOL Brown Paper Constant GA Bit.ly Socialmention.com or GA
Tickets Contact similar tool
Engagement Design team Catalysts for Twitter Hashtag use Comments (on FB, Webinar
event conversations/ LinkedIn, LLC, LNE, etc) participants
mentions
TOOL Count Count Topsy Hashtracking Each channel, also Gotomeetings
google form
Engagement Survey Quotes Donations Prezi views Quality of coverage Twitter chat
responses (content analysis): key participants
message alignment,
accuracy of facts,
frequency of positive
mentions
TOOL Google form Survey Groundspring Prezi Content analysis Hashtracking
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15. METRICS TOOLS
• Brown Paper Tickets
• Google Analytics (GA)
• Constant Contact
• Bit.ly
• Samepoint.com, socialmention.com
• Each channel (Linkedin, etc)
• Topsy
• Hashtracking
• Content analysis
• Gotomeetings
• Groundspring
• Google Form
• Survey Tool
• Prezi
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16. COSTS: PROMOTIONAL STRATEGY
Category Hours Cost
Outreach and 90 $5,200
recruitment
Documentation 60 $2,800
Promotional plan 25 $1,250
Report of 40 $2,400
event/metrics
Project 20 $1,000
management
Printing/promo $1,000
materials
Other fees $2,409
TOTAL $16,059
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17. INSIGHTS/LEARNING
• We will monitor and analyze the promotional activities on an ongoing basis and
implement changes in real-time
• We will produce a report that highlights the outcomes and learnings
• We will leverage the learnings for future launch efforts
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