Client: Instituto Semeia
Project: Parks of Brazil – Online Edition
The Instituto Semeia promotes the conservation and sustainable use of parks in Brazil by bringing together the government, private sector, and civil society. Since 2011, it has been encouraging innovative partnerships for the efficient management of protected areas, fostering public policies, sustainable socioeconomic development, and visitor experiences that connect people with nature.
Challenge:
After a period of suspension of in-person events, Instituto Semeia faced the challenge of hosting the traditional “Parks of Brazil” event in a completely online format. One of the priorities was to implement strategies for generating qualified leads and managing targeted media, created by Vision, to attract a truly engaged audience and ensure successful registrations.
The goal was to reconnect meaningfully with clients, prospects, and interested individuals, maintaining engagement and providing a virtual experience that conveyed the grandeur of the physical event. To achieve this, it was essential to develop an impactful visual identity and content that could captivate the audience, even in a virtual environment.
SOLUTIONS IMPLEMENTED BY VISION:
Vision led the creation of the event’s digital materials with a strategic approach that addressed Semeia’s audience and the need for secure and accessible broadcasting.
VISUAL IDENTITY:
Development of a unique visual concept for the event, aligned with Semeia’s values and objectives, conveying the seriousness and beauty of national parks.
VISUAL IDENTITY:
Development of a unique visual concept for the event, aligned with Semeia’s values and objectives, conveying the seriousness and beauty of national parks.
GENERATING QUALIFIED LEADS:
One of the main strategies we implemented was generating qualified leads, specifically designed to attract a truly interested and engaged audience for the event. We developed a targeted media plan with carefully segmented ads and personalized content to reach the right audience. This combination ensured that each lead represented a genuine connection opportunity, improving the quality of registrants and increasing the likelihood of active engagement during the event.
SOCIAL MEDIA PROMOTION:
Creation of posts for Facebook, Instagram, and LinkedIn, along with platform-specific banners and versions for WhatsApp, ensuring visibility and ease of sharing.
EMAIL MARKETING AND LANDING PAGE:
Structuring a communication workflow with periodic email sends and a registration landing page integrated with RD Station and Salesforce to capture leads and interact directly with registrants. This approach allowed Semeia to monitor engagement and optimize campaigns.
OPERATIONAL AND LOGISTICAL SUPPORT:
During the pre-event and the event, we provided support for quick adjustments to the landing page and content, with a 12-hour business hours SLA for corrections. The Vision team was available for last-minute changes, ensuring security and agility for the client.
MEDIA MANAGEMENT:
Management of digital media investment, with an optimized plan to reach the target audience and ensure a return in registrations. A follow-up email strategy was also created, prioritizing contact with registrants who had not yet confirmed their attendance.
Results:
Management of digital media investment, with an optimized plan to reach the target audience and ensure a return in registrations. A follow-up email strategy was also created, prioritizing contact with registrants who had not yet confirmed their attendance.
Registrations and Engagement: With an average of 1,300 registrants and 1,000 daily views during the event days, the Parks of Brazil event strengthened Semeia’s connection with its audience.
Reach and Visibility: The media strategy and promotional materials expanded the reach and engagement on social media, maximizing the exposure of Semeia’s content.
Positive Virtual Experience: The visual concept created helped transform the online event into an immersive and memorable experience, establishing Parks of Brazil as a benchmark event, even in a virtual format.
Conclusion:
Vision’s expertise in online and hybrid events was essential to the success of Parks of Brazil. With a comprehensive approach that combined visual identity, digital content, and engagement strategies, Semeia was able to host an impactful event and effectively reconnect with its audience.
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