What We've Been Working on for Our Clients: The Electrical Association

Hey there! 👋 Remember this series we started way back in September? The “What We’ve Been Working on for Our Clients” series, where we give you a sneak peek into what it is we do all day?

If not, we don’t blame you. Between celebrating our own 16-year anniversary, diving into client projects, launching our MarTech page, and publishing our other helpful blogs, this series hasn’t gotten the attention it deserves.

One of the other things we did during this time was help the Electrical Association — one of our clients — prepare to host the 2026 Annual Electrical Contractors’ Summit. We spent the months leading up to the event curating and implementing the perfect marketing strategy, and boy did our efforts pay off! The Summit saw another successful year of growth.

In the three years we’ve been marketing their annual Summit, the Electrical Association has seen a significant increase in attendance. Those kinds of numbers don’t happen by accident; they’re the result of a dynamic partnership between the Electrical Association and our marketing team.

Let’s give the behind-the-scenes thought process the spotlight. Read on to learn more about the Electrical Association and see examples of the work that led to such a spectacular payoff at the 2026 Annual Electrical Contractors’ Summit.

Who Is the Electrical Association?

The Electrical Association is a nonprofit trade organization that’s been supporting electrical contractors and the broader electrical industry for nearly a century (yep — almost 100 years!). Instead of manufacturing products, they focus on strengthening the businesses and the people behind the work.

At their core, they’re all about helping electrical professionals (contractors, suppliers, industry partners, etc) run more successful businesses. They do so by providing:

• Business resources, tools, and consulting support
• Advocacy on industry regulations and policies
• Training, education, and safety guidance
• Networking opportunities and community connections

More than anything, the Electrical Association stands out for its steady presence in the industry — particularly the way they bring people together and elevate industry standards. They go above and beyond to leverage decades of experience and leadership, helping to shape the future of electrical work.

The Marketing Campaign Behind the 2026 Annual Electrical Contractors’ Summit

Early Bird Discount

One of the very first things we did to kick off the campaign happened more than two full months before the 2026 Annual Electrical Contractors’ Summit. The Summit didn’t occur until January 29th, 2026, but registration opened much earlier (mid-November, 2025).

We wanted to generate some buzz well in advance, so we started our marketing efforts early. We sent a “Save the Date” in early November, and once registration opened, we offered an Early Bird Discount ($50 off) to anyone who registered before December 10th.

By creating a sense of urgency, registration saw a noticeable increase:

• The number of contractors in attendance increased by 12%
• The number of product service members in attendance increased by 35%
• The number of office personnel, guests, and individual electricians in attendance increased by 29%

Here, you can see the pre-Summit buzz-building in action 💪

Social Media Marketing

One of the biggest assets in any modern-day marketing toolkit is social media. We came up with a three-pronged approach to increase that pre-Summit buzz even further.

Interested in learning more about how to optimize your own prongs? Read more here 👉 Successful Social Media Marketing: Why You Need a Unique Strategy for Each Platform

Organic Social Media

The posts we created for them were focused not only on the upcoming Summit, but also on their people and how their services help customers grow. We’ve found that an 80/20 split (80% personality-driven, “human” content, 20% promotional, “buy our product” content) works best for organic social media.

We employed this tactic from November through the end of January (transitioning seamlessly from pre-Summit buzz to regular Summit buzz 😎), and again, the analytics for that timeframe speak for themselves.

• From November 1st to December 15th, they had:
• 55,836 post impressions
• 48,815 people their page reached
• 1,075 people who engaged with the boosted posts (liking, commenting, reposting, etc.)
• 671 followers
• From January 1st to January 30th, they had:
• 63,758 post impressions
• 56,973 people their page reached
• 1,984 people who engaged with the boosted posts (liking, commenting, reposting, etc.)
• 684 followers

Boosted Facebook Posts

Boosted Facebook posts are great for clients who understand you need to spend a little money to make a little money. If you look at the report below, you can see that for just $20 a day, each boosted post drove tens of thousands of views — and hundreds of prospects to the Electrical Association’s website!

YouTube Videos

The third part of our social media campaign lived on YouTube, where we posted videos highlighting presenters for the upcoming Summit and their subject matter, like these:

• AJB Contractor Experience Zone
• Dan Knudsen: Ideal Electrical
• EA Rouzer Group

These three videos alone resulted in 677 views before the Summit.

That’s 677 people intrigued by the speakers.

677 people left wanting more.

677 potential leads.

Where Did All These Leads Go?

In the months leading up to the 2026 Annual Electrical Contractors’ Summit, all digital marketing efforts pointed viewers back to the event landing page.

Yep, that’s right. Every. Single. One.

It may sound like overkill, but it’s really THE place we wanted all leads to end up. The landing page had information about the Summit (speakers, dates, topics, etc.), as well as a spot to register to attend.

In the end, 1,500 unique visitors landed on it between November and the end of January.

Email Marketing

Like social media, email marketing is another staple in any company’s marketing toolkit. Weekly emails covered topics like business support, EA membership benefits, and upcoming educational courses and events. The goal was to stay consistent, provide value, and keep the Summit (and everything around it) top of mind without overwhelming inboxes.

Read more about the strategy behind email marketing here 👉 Using Key Metrics To Set [and Reach!] Your Email Marketing Goals

The Outcome

All in all, the 2026 Annual Electrical Contractors’ Summit was a success! The Electrical Association saw a record number of attendees:

• Up 22% from last year
• Up 82% from 2023 (the last year before we joined forces!)

And the Electrical Association received countless compliments from attendees (well, okay … we could count, but it would take forever 😉):

• “It was a great Summit with great speakers, and it answered a lot of unknowns.” — Midwest CATV Inc.
• “Beautiful event space and a really seamless experience!” — Center for Energy and Environment
• “The atmosphere was warm and inviting; I would be hard pressed to make any recommendations for improvement!” — Cato Electric, LLC
• “Awesome event! Great venue, smooth schedule, amazing food.” — St. James Electric

We’ve been going through all the feedback with the Electrical Association team, and we’re already looking forward to next year! Our brains are buzzing with all kinds of exciting ideas to help bring even more attention to an already fabulous experience.

Perhaps next year we’ll be posting another, very similar blog about crushing records once again …

Lead Magnet

Okay, technically this isn’t directly about the 2026 Annual Electrical Contractors’ Summit… but we’re going to bend the rules a little because it’s too good not to share.

While working with the Electrical Association, we didn’t just stop at Summit content — we also whipped up a shiny new lead magnet. And we’re a little too excited about it not to show it off.

Lead magnets give people a clear reason to engage, not just browse and bounce. They’re also a practical way to offer value up front while building a list of genuinely interested prospects.

So, with that in mind, we wrote and designed a downloadable Contractor Checklist to serve as a lead magnet for the Electrical Association:

But of course, you can’t just send a lead magnet out into the world and hope for the best … you have to market it! It ended up being almost like a mini campaign within a larger campaign; we edited and published a blog to direct readers to the downloadable checklist, integrated it into their home page, and, of course, promoted it on social media.

When done well, lead magnets tend to keep working in the background long after launch, which is always a nice bonus. 😉

Let’s Do Something Awesome Together

If this kind of energy, creativity, and success are what you’re after, we’d love to team up. We’re all about building partnerships that feel less like “vendor 🤝 client” and more like “let’s do something awesome together.”

Whether you’ve got a big event on the horizon or just know there’s more potential waiting to be tapped, we’re here for it.

Schedule an exploratory call to get started!