BOLD MINDBODY Conference
The BOLD MINDBODY Conference mission is to bring together business owners in the wellness, fitness and beauty industries in order to share what works in growing a business. They should walk away with the latest trends, best practices and inspiration to continue changing lives for the better. The creative and marketing teams were tasked with building an unforgettable experience that would inspire attendees and position the conference as the leading event built by the premier brand in the health and wellness space.
Client: MINDBODY, Inc. Role: Creative Director
Credit: Emily Hsiao, Art Director & Sr. Designer | Jonathan Sontag, Video & Media Art Director | Alissa Rogers, Sr. Copywriter | Kit French, Designer | Kyle Naylor, Designer
The Site
The marketing team was tasked with doubling registrations for the conference from the previous year. The site, being the main driver of registrations, was the one stop shop for information. It needed to be simple enough for users to make a decision quickly while also showcasing the event as a leading conference in the health and wellness industry.
Performance
Year over year 2017 to 2018 website performance was increased dramatically with the updated design and organizational structure.
Additional Pages
Video Content
BOLD 2017 Recap
BOLD Teaser
Email Optimization
In an effort to not bombard the MINDBODY user base with copious amounts of communications, the marketing team cut the amount of email it would send by half. This meant we could only send a quarter of the email communications for BOLD compared to previous years. We streamlined our email templates in order to reduce design and development times. This allowed for us to focus on email optimization and testing. The emails were tested against previous year open-rates and click-through rates which boosted success of the campaigns. We relied on catchy messaging in combination with colorful imagery to capture users. Ensuring headlines were live text and not on images boosted our click-through rates dramatically. Even though we utilized far fewer communications, the emails were a success and drove stronger amounts of registrations for the conference than in past years.
Ad Campaign
The team designed a comprehensive ad campaign that ran in conjunction with our email campaigns. Ads drove users to the website and to the event registration page. We implored a multichannel ad approach in order to drive more engagement with the brand and to ensure brand saturation in all platforms, especially during the months leading up to the conference.
Print Collateral
Website
Social
Paid Ads
The Venue
The 2017 venue was transformed into a colorful and exciting space. The welcome desk foyer needed to quickly catch attendee’s attention while also inspiring them to want to explore more of the event. We utilized the backdrop of the light wall in the venue to guide attendees into the space. We covered the entryway with graphics and imagery that was evocative of the health and wellness industry.
