Client Overview:
Hayden-McNeil Publishing provides course-specific instructional materials with the highest quality and best value for college instructors and students. Hayden-McNeil is leveraging new ways to marry their print publishing with digital methods.
Client Goals:
As a primary sponsor of the Biennial Conference on Chemical Education (BCCE), to be held July 29 – August 2, 2012 at Penn State University, Hayden-McNeil recognized an opportunity to employ the use of digital while increasing efficiency and enhancing the experience of conference attendees. The goal was to launch a digital version of the conference guide featuring information for attendees months in advance of the conference.
Key Challenges:
The conference guide features hundreds of symposia and workshops that needed to be categorized in order for attendees to easily create their schedule.
Smart Marketing Solution:
In a three-way collaborative project between Hayden-McNeil, The Whole Brain Group, and Penn State, a new online conference guide was developed. The new WordPress website is SEO and smartphone-friendly, and is can easily be modified when conference details change or new content needs to be added. The online conference guide features helpful information such as: conference speakers, schedule, directions/maps, family activities, sponsor information, and advertising.
Results:
The new digital method resulted in significant cost savings from printing a 1,000 page conference guide that is distributed to hundreds of conference attendees. The online conference guide can be also modified to fit future conferences.
The website was successfully launched in May 2012 and upon closure of this year’s conference, it will be passed to Grand Valley State for use in the 2014 BCCE Conference.
