WHAT SERVICES WE USED
The CASE Europe Annual Conference (CEAC) attracts 1000+ advancement, marketing and communications, recruitment, student services and education practitioners from across the UK and Europe. CASE Europe continues to adapt to a changing landscape within education and wanted to ensure their offering was attractive to members. Lynn PR were brought in to provide behaviourally-informed solutions to:
- keep the conference relevant and meaningful
- increase take-up
- appeal to new audiences
The data insights from our behaviourally-informed survey were of significant use to CASE Europe who were better able to understand motivations and drivers, as well as any capability or opportunity issues that might exist within their membership. Our strategic counsel supported the development of new online programmes, and facilitated conversations amongst stakeholders within PR, communications and academia.
WHAT WE DID
We undertook a behavioural audit and developed a hypothesis to understand what motivated CASE members to attend CEAC, and what barriers existed that might stop them from attending. We ran a behaviourally-informed survey wherein we collected 175 responses from the target audience that helped refine our behavioural hypothesis.
We used these data insights to create a suite of variants ready for testing to help CASE better appeal to their members. Unfortunately, due to COVID-19, this work needed to be paused. Instead, Lynn PR supported CASE Europe senior leaders respond to the crisis, providing strategic counsel in how to convert their programmes for a virtual world.
This case study was written by Shayoni Lynn, Director at Lynn PR.