Experience Summit

Capital One’s Experience Design team planned an event to establish new UX/UI quality standards. Knowing they only had one shot to get it right across thousands of designers and key partners, Senior Executives looked to me and my team to deliver a targeted campaign that could attract attention across the business. 

After intaking stakeholder intent and conducting research interviews, we built an end-to-end marketing strategy. We unlocked a secret: for something this unique, we had to market as if it were an external conference, where the value came from attendees getting FREE access to expert-courses that would usually cost a pretty penny. 

With just a two-month turnaround, I led the strategy to deliver: 

• A new, branded website 
• Targeted video ads, placed in strategic channels across the business
• A strategic, weekly email campaign of teasers and calls-to-action
• Leadership spotlights 
• New Slack emojis and discussion prompts (talking where our audiences were)
• Content and video recaps, all in our centralized, branded environment 

RESULT:

The Experience Summit maxxed it’s capacity for attendance, and Slack engagement during the event reached over 4,000 conversations. But more importantly, the training of the event was fully adopted, with ~80% of attendees downloading the materials, and 88% reporting that they were glad they attended.