GlobalLink from TransPerfect provides B2B translation technology and services to facilitate international business. TransPerfect was looking for a way to promote their service, their brand, and their annual GlobalLink NEXT user conference using video.
Through our strategic process, a Springboard, we set out to understand the greatest needs for GlobalLink NEXT (their premier international event series) and recommend video content to address those needs.
We ultimately executed a comprehensive video strategy that communicated the specific value propositions of the event, helped to justify the real and opportunity costs of the event for potential attendees, and provided tools to the marketing and sales team to hype the event and drive attendance.
GlobalLink from TransPerfect is an enterprise language translation and localization service. GlobalLink NEXT is an annual, invitation-only event where all the parts of the GlobalLink equation come together: users, product developers, prospects, support staff, and salespeople.
Initially, TransPerfect reached out to us to craft a new event teaser from b-roll and interview footage internally filmed during past events. Upon reviewing the footage, we discovered that it was unusable in a final video product.
However, this process allowed us to gain a better understanding of the event and TransPerfect’s suite of products. It also enabled us to approach our strategic engagement with fresh ideas.
Before settling on specific concepts, we knew it was critical to first understand the specific goals that the TransPerfect team wanted to achieve and the audience personas they wanted to target, and how to distribute the videos once they were produced.
All corporate event video falls into one of three categories:
- Video promoting the event that attracts attendees.
- Video deployed during the event that engages attendees.
- Video filmed during the event that leverages attendees.
While we knew we would develop strategic concepts that promoted that year’s event, we also realized this was an opportunity to leverage the event itself to promote future iterations.
So, during the Springboard process, we conducted interviews with several key stakeholders involved with TransPerfect’s GlobalLink NEXT initiative. Through the course of these interviews, we were able to determine the specific goals the team was trying to achieve and, equally important, the personas they were trying to target.
The goals included an increase in headcount at the 2018 GlobalLink NEXT, communicating the value of the event to potential attendees, and developing a stronger social media presence on relevant channels.
The personas included prospects in the marketing and IT space with some awareness of GlobalLink’s potential, existing GlobalLink customers who wanted to learn to use the platform more effectively, and independent consultants who interact with the GlobalLink platform in their professional ecosystem.
This process gave us the insights we needed to move forward with developing our strategic concepts. The concepts we developed included a ‘Save the Date’ video campaign to formally announce the 2018 GlobalLink NEXT date and location, a ‘Top Reasons to Attend’ campaign highlighting key value props, a ‘Convince Your Boss’ video campaign to “level-up” previous years’ Convince Your Boss email template, a ‘User Stories’ video campaign, and an ‘About the Speakers’ video campaign. While each concept was designed to achieve a specific purpose, they were also intended to integrate with one another.
At the same time, we determined the distribution channels through which we would publish and promote the video content once it was produced and the variety of additional deliverables necessary to execute those campaigns. The key focus for distribution would be through LinkedIn.
At the time, TransPerfect boasted just over 50,000 LinkedIn followers and as a B2B company, it is where they can most directly connect with clients and prospects. YouTube would also be an important network, though subscribers here would not necessarily translate into conversions. Email, Vimeo, and additional social media networks were also included in the distribution plan.
Save the Date
The two ‘Save the Date’ videos were for the GlobalLink DC and GlobalLink Amsterdam Conferences. Featuring footage from previous events, these high-energy spots were specifically designed to hype up the event and raise awareness among the target audience – concluding with one clear call to action: Register Now.
Top Reasons To Attend
The ‘Top Reasons’ campaign featured four event reminders intended to be released at specifically chosen dates ahead of the event. Each video focused on the top reasons to attend (e.g., gain product insights, stay ahead of the competition, hear user testimonials, mix business with pleasure) to move the target audience personas from the awareness stage to the action stage.
Convince Your Boss
The ‘How to Convince Your Boss’ campaign featured entertaining “tips” for convincing your boss to let you attend the GlobalLink NEXT Conference. This campaign included an extended feature video as well as four shorter promo videos, all of which gave viewers the tools they needed to secure time off and travel expenses from their superiors.
Additionally, our event video strategy enabled us to do more than craft an effective promotional campaign; We also leveraged the GlobalLink NEXT event itself to capture several customer stories and testimonials for ongoing marketing content, which we detail in this case study.
In the end, we provided TransPerfect with over 75 deliverables, including 11 videos, 8 promotional video assets, and over 50 customized thumbnails and animated .gifs.
The videos, hosted on Vimeo, were launched according to our previously outlined distribution strategy via LinkedIn, YouTube, Instagram, Twitter, and Facebook, and through Email newsletter blasts. All of these distribution channels were aimed at attracting TransPerfect’s target audience to reach people who would be most interested in attending GlobalLink NEXT 2018.