Pivoting a Conference to a Record-Breaking Virtual Event

Objective:

Crisis often serves as a catalyst for innovation. When the COVID-19 pandemic hit, the National Alliance of Preservation Commissions faced an immense challenge: the forced cancellation of their flagship in-person conference, FORUM. This event was not just a cornerstone for their community but also a critical source of revenue. My team was tasked with a monumental pivot: not just to salvage the event, but to transform it into a compelling virtual experience.

The Challenge: An Unprecedented Pivot Under Pressure

With their primary annual event suddenly untenable in its traditional format, NAPC was confronted with several urgent problems:

• Loss of Community: The conference was the main opportunity for preservation commissioners and partners from across the country to connect, learn, and collaborate.
• Significant Revenue Risk: The cancellation posed a direct threat to the organization's financial stability.
• The Technology Hurdle: NAPC needed to rapidly select, build, and deploy a robust digital infrastructure capable of hosting a multi-day, multi-session conference for a national audience, with no existing blueprint to follow.

The Solution: "FORUM at Home," A Rapid Digital Transformation

Moving with speed and precision, we architected and launched a comprehensive virtual event solution, branded "FORUM at Home." This was more than just a series of webinars; it was a fully integrated digital conference experience.

Our solution was built on three key pillars:

1. A Centralized Event Website: We developed a dedicated, user-friendly website that served as the digital venue. It was the central hub for registration, session schedules, speaker information, and attendee networking.
2. Flexible and Strategic Registration: Understanding that a virtual format attracted a different audience, we implemented a system with multiple registration types. This flexibility made the event more accessible and appealing to a broader range of participants.
3. Structured, Engaging Virtual Sessions: We worked with NAPC to reimagine the conference schedule. Instead of cramming content into a few days, we structured the virtual sessions across seven days. This approach prevented screen fatigue and allowed attendees to better integrate the event into their schedules, maximizing engagement and participation.

The Impact: A Record-Breaking Success Story

The pivot to "FORUM at Home" was not just a successful recovery; it set a new standard for what was possible for NAPC.

• Largest Attendance in Event History: By removing the barriers of travel and cost, the virtual format attracted the largest audience the FORUM event had ever seen, significantly expanding its reach.
• Exceeded Revenue Projections: The high attendance and strategic registration model resulted in the event bringing in more revenue than originally expected from the in-person version.
• A Resounding Success: The event was flawlessly executed and received overwhelmingly positive feedback from attendees. It demonstrated immense resilience and innovation, strengthening NAPC's position as a leader in the preservation community.

This project proved that with the right strategy and technology, a moment of crisis can be transformed into an opportunity for unprecedented growth and success.

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