CASE STUDY: SEIA VIC’S REMARKABLE TRANSFORMATION IN THE RENEWABLE INDUSTRY.

Introduction

This case study highlights SEIA VIC’s remarkable transformation from a small conference to a leading industry event in Australia, with over a fivefold increase in attendance. They achieved this by partnering with Assertive Marketing to enhance their annual conference’s profile and engage a wider audience.

SEIA Vic’s Journey: From Modest Beginnings to Conference Success

SEIA VIC’s story began in the early days of Australia’s solar industry, as a breakaway group focusing on supporting Victorian solar installers. Over the years, they faced the challenge of staying relevant in a rapidly growing industry. In 2013, they launched a two-day conference, initially with 40 attendees, but the positive response drove their journey toward becoming a leading conference in the Australian renewable industry.

The challenge: How to increase brand awareness

SEIA was relatively unknown and often perceived as outdated, with a focus on older, off-grid installers. Their aim was to align with the contemporary industry and address this image while also boosting conference attendance and securing additional corporate sponsorships.

How Assertive Marketing Responded

The initial step we took was a comprehensive rebranding initiative. We encouraged them to focus on transforming their image and prioritize customer-centric activities. This encompassed the development of a new logo, a revamped website, and the launch of fresh marketing campaigns that included social media engagement, email marketing (EDMs), and search engine optimization (SEO). Although they initially hesitated, SEIA VIC eventually embraced the necessity of this revision in their approach.

The Results

In 2022, the SEIA VIC conference achieved a significant milestone, hosting over 180 attendees at GMHBA Stadium in Geelong and breaking sponsorship records. Their membership surged, amassing a mailing list of over 2,000 solar installers, and their social media following expanded into the thousands. This growth positioned the SEIA VIC conference as a top-tier event in the Australian renewable industry, recognized by influential industry and government bodies, with major corporate sponsors eager to participate.

Remember!
A great story stands the test of time. Tell yours now!!

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