Bright Futures Symposium Marketing Campaign

The Daniel Morcombe Foundation was moving their Bright Futures Symposium, from digital to in-person for the first time on the Sunshine Coast, Queensland!

Unlike online webinars and workshops, this two-day symposium meant that attendees had to commit time off work, families (if interstate), organise travel and accommodation on top of the (very reasonable and subsidised) $300 ticket price.

Just five weeks before the event, only 30% of tickets had been sold.

Drive ticket sales for a sell-out event in under 5 weeks and position Bright Futures as a flagship, in-person child-safeguarding event.

We built a conversion funnel that did the heavy lifting.

Meta lead generation ads offered value-first resources (guides and checklists) instead of pushing for a cold $300 sale.

Instant follow-up: anyone who downloaded went straight into an email sequence that educated them on the symposium, addressed objections, and nurtured urgency to buy.

Ongoing optimisations included:

- New creative tests

- Updated landing page and messaging

- Media releases written

- Email subjects, content and CTAs continually optimised

Within 4 weeks, the campaign resulted in:

89% of all seats sold.

Lead magnet funnel delivered the strongest ROI, driving the majority of sales.

Email open rates averaged 17 - 40%, reinforcing the value of pairing lead-gen ads with nurture sequences.

Symposium now positioned as a must-attend annual event for child-safeguarding in Australia.

By combining lead-gen ads, automated education flows, and urgency-driven messaging, we turned a slow start into a near sell-out for an incredibly important and purpose-driven not-for-profit.