Challenge: Quickly increase visibility for the association and its thought leaders while boosting membership ahead of its annual meeting — with limited budget and staff resources.• Enhance awareness to drive attendance to the annual conference.
Approach: Immediately developed both public relations and strategic media relations programs to generate market interest in the few months leading up to the annual meeting.
Eight pieces of high-visibility coverage for DIA’s executives — including coverage in The Chicago Tribune and an interview with The Economist — created premium exposure for the association prior to its annual meeting. Multiple media briefings during the show, combined with MERGE Atlanta’s proactive media outreach, yielded nearly 20 in-depth articles and a quarterly contribution opportunity in well-known life sciences publications. More importantly, these initiatives started building DIA’s reputation as a go-to thought leader — strengthening its mission of driving insights to action.