KCI Management Inc.

Shifting from a Live Event to a Digital Experience

Client

Technology Services Company

Event Type

C-level thought leadership series within a broader annual user conference

Challenge

KCI was initially engaged to project manage our client’s three executive programs taking place within their live annual user conference. Due to the COVID-19 pandemic, the decision was made to shift to a digital experience in place of the in-person event – with less than 6 weeks before launch.

This new digital experience included understanding a new technology platform, developing new content, shifting the production approach, and rolling out a new audience acquisition plan. With the quick shift to digital, this saw both our client and KCI working under compressed timelines with last minute urgencies and managing partnerships with new vendors.

Solution

KCI deployed our strong project management expertise and quickly adapted to a digital mindset to shift timelines and processes, unite stakeholders with new vendors, and deliver an exceptional digital participant experience. The new format saw content rolling out over a 4-week timeframe.

It was important to identify ways to up-level the participant experience for these programs. One approach we took was focusing on production – creating compelling and visually appealing content to optimize participant engagement. Working closely with our production and vendor partners, we defined recording schedules, editing and approvals processes, and implemented an enhanced speaker management process (from personalized coaching to sending individual kits with high-quality recording equipment).

We worked with our stakeholders to develop and execute an adjusted audience acquisition plan with communications timelines. We recommended strategic touchpoints to ensure participants were kept up to date as the program evolved. The journey was always top of mind – we recognized that this would also be a new experience for many, and proactively considered the support they would need.

As this was a senior level audience, we knew it was important to carry over the concierge service from the live event. The concierge served as a single point of contact and a resource for registered participants – both in the lead up and on program days. In addition to responding to inquiries, the concierge also conducted personal 1:1 outreach and facilitated the program’s gifting and donation plan. A dedicated resource ensured a smooth experience, and a responsive personal source for any questions or technical difficulties.

Results

KCI’s project oversight, communication processes and concierge service were instrumental in delivering a successful program in such a condensed timeline with brand new technology. Our client received positive client feedback and saw customer conversations through the moderated day of program chat. Content produced in this program will be utilized in customer engagement opportunities throughout the year.

There were also some lessons learned throughout this program. This program was spread over a four-week period, and while the content was compelling, we did see attendance numbers decline as the weeks advanced. We continue to evaluate metrics and refine strategy for future programs.

As the timing for returning to live events continues to be uncertain, our client is leading the way in incorporating successful digital experiences into their event strategy. KCI continues to be a valued partner and member of our client’s extended team.


*Due to the competitive nature of our clients’ industries, we have withheld identifying characteristics and details on certain case studies. Should you like to speak with our clients about their programs, please contact us.