It was the first year CSG supported the event, coinciding with major transitions across the client’s team and partner ecosystem. With limited historical data, incomplete pacing reports, and minimal documentation on past performance, CSG had to build a marketing foundation from scratch. The broader environment added pressure: economic uncertainty, reductions in DEI investment, widespread tech layoffs, and new political challenges that affected international attendance at U.S. events. Despite these significant headwinds, CSG was committed to delivering a bold, strategic campaign that could reenergize the audience and drive participation.

CSG introduced a modernized, high-impact marketing approach. Email communications were restructured into shorter, more frequent messages designed to increase relevance and engagement. We expanded digital efforts with new platforms and a stronger SEM foundation. Two influencer programs, one paid and one ambassador-style with 100 hand-picked “squad” members, amplified authentic peer-driven content. Additional tactics included a new website pop-up system for lead generation and comprehensive grassroots marketing toolkits for attendees, speakers, and sponsors.

Even without finalized metrics, the campaign delivered clear wins. Attendance was strong despite industry-wide declines, social buzz was vibrant, and user-generated content surged thanks to influencer and ambassador participation. The newly built social presence gained rapid traction, and refreshed email and digital strategies strengthened engagement throughout the campaign. CSG ultimately helped reinvigorate Grace Hopper Celebration and laid the groundwork for continued growth and community momentum.