AIGA Design aimed to foster community engagement and professional growth within the UX design industry by hosting a UX Roundtables event. The goal was to bring together designers, industry leaders, and enthusiasts for an interactive experience focused on industry trends, best practices, and meaningful networking.

Despite being a well-respected organization, AIGA wanted to maximize attendance, engagement, and value for participants by ensuring the event was marketed effectively and reached a diverse range of professionals.

Increase event attendance by 30% compared to previous AIGA events.

Engage a broader range of professionals, including students, junior, and senior-level UX designers.

Create post-event buzz and meaningful connections among attendees to foster ongoing engagement with AIGA.

Conducted surveys and interviews with past attendees and potential participants to understand their expectations and preferences.

Discovered that attendees valued interactive workshops, expert-led discussions, and opportunities for one-on-one mentorship.

Analyzed digital engagement trends, identifying LinkedIn, Eventbrite, and Twitter as key platforms for reaching the target audience.

Multi-Channel Promotion: Leveraged a mix of organic and paid channels, including social media, email newsletters, and AIGA’s website.

Content Creation: Developed engaging promotional content, including speaker spotlights, countdown posts, and video teasers.

Engagement Incentives: Introduced early-bird pricing and exclusive networking opportunities for early registrants to drive sign-ups.

Partnerships: Collaborated with UX professionals and professional groups to spread awareness and boost credibility.

Social Media Campaign: Created and shared posts across AIGA’s social media channels with event highlights, key topics, and speaker introductions. Interactive posts (e.g., polls and Q&A sessions) engaged followers and piqued their interest.

Email Marketing: Sent targeted email campaigns to AIGA’s membership base and broader professional networks, including segmented messaging for different audience groups (students, professionals, etc.).

Event Microsite: Designed a dedicated event microsite providing detailed information, speaker bios, session agendas, and a streamlined registration process.

Influencer Outreach: Partnered with UX design leaders to amplify event promotion and generate interest within their networks.

Increased Attendance: Achieved a 45% increase in event attendance compared to previous AIGA events, with over 300 participants from various professional levels.

High Engagement: Generated over 1,500 social media interactions during the promotional period and saw high engagement on speaker-led Twitter Q&A sessions.

Positive Feedback: Post-event surveys indicated that 90% of attendees rated the event as “highly valuable” or “valuable,” with many highlighting the unique roundtable format and networking opportunities.

Ongoing Engagement: Following the event, AIGA observed a 20% increase in membership inquiries and a higher level of community interaction on digital platforms.

The UX Roundtables event demonstrated the value of a tailored, multi-channel event marketing approach for driving engagement and maximizing attendance. By understanding audience preferences and delivering targeted, engaging content, AIGA successfully positioned itself as a hub for professional growth and industry insight in UX design