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Company: 360 Live Media
Company Description: 360 Live Media is an event strategy, marketing, and design agency that helps membership organizations modernize their approach to events, membership, and revenue. 360 Live Media serves its clients as a consulting agency partner in strategic planning, digital business transformation, new event models, event and membership marketing, audience research, branding, creative, and content strategy.
Nomination Category: Event Categories
Nomination Sub Category: Conferences & Meetings - Association Meeting
 Nomination Title: A'21 Conference on Architecture: Association Meeting
- Which will you submit for this nomination, an essay of up to 525 words describing the event - its genesis, goals, development, and results - OR a video of up to five (5) minutes in length describing the same? CHOOSE ONE:
Written essay of up to 525 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing a written essay of up to 525 words about your nominated event, place it in this space. Make sure that you address the genesis, goals, development, and results of the event, and mention that date(s) on which the event was produced:
Total 249 words used.
The Opportunity
Every year, the AIA Conference on Architecture convenes thousands of architects to explore what’s new in the architecture industry. Typically, it's held in cities with rich architectural history, such as New York or Chicago. However, due to travel and safety concerns caused by COVID-19, AIA chose to reimagine its event as a digital experience in 2021. 360 Live Media designed a four-part digital experience that took place between June and August of 2021. In addition to adapting the experience of their event for a digital environment, AIA also adapted their revenue strategy to reflect the value of the new offering and attract the largest potential audience.
1. Introduced Dynamic Pricing
360 Live Media implemented a dynamic pricing model that incentivized early registration and maintained urgency to register throughout the marketing campaign.
2. Experience Design & Packaging
The event was comprised of four, day-long events that were held digitally several weeks apart during the summer of 2021. Each day focused on a core motivator of the audience (Resilience, Sustainability, Community, Efficiency), which drove high levels of engagement.
3. Simplify Registration
360 Live Media simplified registration categories from 35 different designations to just three options. This reduced cart abandonment among attendees and saved the AIA team precious time.
Event Details:
A'21 Conference on Architecture was held on June 17, July 8, July 29, and August 19.
Event Results
The event exceeded both measurable goals. Specifically:
- Revenue achieved was 103% to goal
- Attendance achieved was 147% to goal
- Optionally, list the appropriate creative and production credits for the nominated event, such as the following: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
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