In a year with uncertainty around federal policies and potential declines in international and domestic participation, a strategic attendee-acquisition campaign was needed to drive attendance for WEFTEC 2025. Goals included increasing paid registrations, growing Expo Only attendance, and ensuring high engagement across segmented audiences.

CSG planned and executed an integrated, multi-channel campaign including email marketing, digital advertising, direct mail, SMS, ringless voicemails, and peer-to-peer referral marketing.

Audience segmentation was central to the strategy, with tailored messaging delivered across channels to priority audiences, including participant types, areas of interest and drive-in audiences. Outreach aligned with key registration milestones, such as Super Saver and Standard Rates, to create urgency and drive early action. A referral campaign was introduced this year to activate registered attendees as advocates and expand reach through trusted, peer-driven promotion. And finally, to increase Expo Only registrations, the campaign included a focused multi-channel push, positioning the Expo Only Pass as an accessible way to experience the best of WEFTEC.

The campaign delivered exceptional results: total attendance was 19% above goal, paid registrations were 16% above goal, and revenue finished 14% over budget. Segmented emails were top performers, driving the highest open and click rates of the campaign. The Expo Only effort was equally successful, resulting in a 20% increase in passes over 2024.