“24% Increase in Attendance Because of Social Media”: BYAs Case Study
Meet the Businesswoman of the Year Awards (BYAs)
Since 1983, the Businesswoman of the Year Awards (BYAs) have recognized the business achievements, professional expertise, and leadership of outstanding women in the National Capital Region.
The Problem
The BYAs’ social media accounts have been inactive since 2020—partially because of the onset of the COVID-19 pandemic, which caused the in-person event to shift, and because there was not one dedicated person to the accounts, creating a lack of consistency.
These circumstances resulted in the accounts on Instagram, Facebook, X/Twitter, and LinkedIn being underutilized to attract more event attendees.
The Solution
To help the BYAs achieve their goals of increased inventory and attendance, we created a comprehensive social media strategy that focused on:
Consistency on social media platforms.
Revamping the platforms and introducing new one if necessary.
Attracting more eyes to the pages through the use of different content mediums (like reels, live streams, stories live from on-site events).
The Results
This strategy implemented in June from November 2023 resulted in the following social media metrics:
68,414 Impressions, which was a +8,388% increase
7,606 Engagements, which was a +84,410% increase
An Engagement Rate of 11.1%, which was a +895% increase
1,328 Post Link Clicks, which was a +132,700%
In addition, there was a noted “24% increase in attendance at the Businesswoman of the Year Awards Gala as a result of the social media campaigning.”
Testimonial
“Like most events, the pandemic had a big impact on this part of our work. But Caitlin’s belief in what we were doing helped us restore the momentum we lost. Her creative energy paired with her expertise made our 40th anniversary an event to remember that started online long before the date of the BYA Gala. I’m grateful to have Caitlin working with us to bring greater awareness to this important initiative.”
- Karen Wilson, 2023 BYAs Gala Chair