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Last year, executives from homebuilding event, PCBC engaged the storytellers and event communications experts at StoryTech to bring technology to the forefront and place it within the context of the homebuilding industry. Unfortunately, PCBC had to cancel its PCBC Conference this year due to the coronavirus pandemic. Once again, PCBC executives contacted StoryTech to see what sort of communication might work well in the current climate. Although some live events were able to move online, this was not an option for PCBC. StoryTech helped devise a new strategy of weekly online seminars to provide meaningful content to PCBC’s former attendees and exhibitors.
StoryTech and PCBC worked together to determine that one-hour seminars, spaced one week apart, would be a viable option to stay connected with their audience – without tiring them out. But even though the seminars are short, a great deal of care went into organizing, planning and deploying them. PCBC sent out emails, surveys and polls. And then they got on the phone and talked to their people. This helped PCBC zone in on the right speakers for the job. This helped put together a high-value product for which customers were willing to pay.
StoryTech worked closely with PCBC to plan every detail of the seminars. From the format and platforms chosen (Streamyard and YouTube Live), to the detailed technical and content rehearsals, to the professional look and feel of the final product, each moment was researched and tested. The goal was to have a broadcast feel for a broadband budget with the ability to “switch’” between speakers and content and move away from a flat and unbranded video call to a well-produced show.
The webinars had a fee for a series of panels and there was close to 90% attendance from those that signed up. The seven sessions were each an hour and there was less than 1% drop off on the broadcast. Moving forward, PCBC is going to continue to explore this kind of content to stay connected to their thriving community and now they have content to leverage for marketing purposes.