Delphine Marçais de Segonzac
Executive Director, Brand, Digital & Communications, Women's Forum
Women’s Forum for the Economy & Society, an affiliate of the Publicis Group, is acting to promote diversity in the business world and elaborate innovative action plans to encourage women’s contribution in the economy and society.
This mission is emphasized by a large panel of initiatives, among which most notably international events gathering directors and influencers, women and men, in order to debate and advance major economic, societal, and social matters.
Delphine Marçais de Segonzac, Executive Director, Brand, Digital & Communications, describes the event marketing stakes of the Women’s Forum, and the digital set-up which was laid out.
Women’s Forum events have been held several times a year around the world since 2005. In 2019, 4 editions of the Women’s Forum took place in Paris, Mexico City, Kyoto, and Singapore. To organize these events, the Women’s Forum team chose to move from an organization based on separate tools, to an integrated and all-in-one set-up.
Registrations: access to the event is reserved for Global Network members and partners. The ticketing enables the organizing team to propose ticket purchase and the use of voucher codes. Partners are enlisted to invite participants and are each given an access quota. The tracking of orders and registrations is centralized on a single Back-Office interface.
Communication: The organizing team sends out several types of announcements, by emails and notifications with the event’s application. Automated communications for registration confirmations, sending badges, practical information, as well as customized communications to announce the following day’s agenda, encourage attendance to workshops, and boost networking engagement.
Program: each Women’s Forum edition is organized around key moments such as keynote conferences, workshops, and networking sessions. With inwink, the organizing team combines information about sessions, configures their layout and publishes them on the website. For the Global Meeting in Paris, the schedule organized over 3 days, features more than 100 sessions conducted by more than 300 speakers! For attendees, the entire content is available on the website and the event’s application.
In order to give a strong value-added experience and an effective communication of the content, the Women’s Forum redesigned the digital setup of its events. The deployment of an intuitive and coherent multi-events marketing strategy was based on several levers:
Branded experience: event websites of the Women’s Forum are generated under its own brand with the inwink CMS. They enhance the event’s content in a coherent way on a single presentation model. The brand experience is the same for all editions and covers the entire cycle of the event: from the registration form to the attendance on D-Day.
Mobile use: content consultation and interaction among attendees during the event are important stakes. The organizing team opted for the creation of a mobile application which references all events. This app enables the consultation of the program, to interact through the networking, and to customize the selection of content.
Data integration: Leveraging the data collected during the Forum, the organizing team effectively measures the results of its events. Real-time synchronization of attendance data with its Salesforce CRM enables an automatic update of the contact records and the database.