AASA’s National Conference on Education (NCE) is the premier professional development and networking event for more than 3,000 school superintendents and district leaders. While most attendees are AASA members, the organization aims to broaden its reach by attracting non-members and expanding overall awareness of the event. With long-term goals focused on growth, diversification of audiences, and increased year-over-year participation, AASA needed a comprehensive strategy that consistently delivered strong results. CSG has supported AASA in a full-service capacity since 2008, helping evolve the conference’s marketing and attendee acquisition efforts.

Each year, CSG develops and manages a fully integrated, multi-channel marketing campaign designed to drive awareness, engagement, and registrations. The strategy leads with robust digital marketing, including prospecting, lead generation, video advertising, enhanced remarketing, and Answer Engine Optimization. This is supported by direct mail, referral marketing, telemarketing, email outreach, organic social content, print advertising, and continuous website optimization. Together, these tactics ensure broad reach, targeted messaging, and consistent engagement with both members and new prospects.

CSG’s 2025 digital campaigns generated 468 paid registrations, a 30% increase over 2024’s 352 conversions, and real-time paid registrations more than covered the cost of the digital marketing investment. Over the past decade, AASA has experienced a 129% increase in paid attendance, more than doubling overall participation, and NCE 2025 became the largest show in more than ten years.