The Jakes Gerwel Fellowship is mainly geared towards developing educators through a structured bursary programme. Education was one of the social institutions most adversely affected by the global Covid pandemic. This led to the development of a need to talk about the effect of the disruption and the path forward, which would be done through the Summit 2021 event.
As with many other things in the time of the Covid pandemic, digital technology became necessary to bring people together. The challenge we faced was in driving digital signups to the virtual Summit 2021 event. To do this we would need to keep the online experience engaging and get eco-system partner buy-in.
We conceptualised an omni-channel communication strategy that would reach relevant potential Pan-African attendees. We also created digital collateral for online meeting rooms and optimised user journeys and email funnels to better facilitate conversions (event attendance).
We achieved 134 event responses with great organic success on Facebook (320 link clicks) and Instagram (23.3% engagement rate).