Hey there! đ Remember this series we started way back in September? The âWhat Weâve Been Working on for Our Clientsâ series, where we give you a sneak peek into what it is we do all day?
If not, we donât 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 hasnât gotten the attention it deserves.
One of the other things we did during this time was help the Electrical Association â one of our clients â prepare to host the 2026 Annual Electrical Contractorsâ 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 weâve been marketing their annual Summit, the Electrical Association has seen a significant increase in attendance. Those kinds of numbers donât happen by accident; theyâre the result of a dynamic partnership between the Electrical Association and our marketing team.
Letâs 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 Contractorsâ Summit.
The Electrical Association is a nonprofit trade organization thatâs been supporting electrical contractors and the broader electrical industry for nearly a century (yep â almost 100 years!). Instead of manufacturing products, they focus on strengthening the businesses and the people behind the work.
At their core, theyâre all about helping electrical professionals (contractors, suppliers, industry partners, etc) run more successful businesses. They do so by providing:
More than anything, the Electrical Association stands out for its steady presence in the industry â 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.
One of the very first things we did to kick off the campaign happened more than two full months before the 2026 Annual Electrical Contractorsâ Summit. The Summit didnât 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 âSave the Dateâ 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:
Here, you can see the pre-Summit buzz-building in action đȘ
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 đ Successful Social Media Marketing: Why You Need a Unique Strategy for Each Platform
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. Weâve found that an 80/20 split (80% personality-driven, âhumanâ content, 20% promotional, âbuy our productâ 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 đ), and again, the analytics for that timeframe speak for themselves.
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 â and hundreds of prospects to the Electrical Associationâs website!
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:
These three videos alone resulted in 677 views before the Summit.
Thatâs 677 people intrigued by the speakers.
677 people left wanting more.
677 potential leads.
In the months leading up to the 2026 Annual Electrical Contractorsâ Summit, all digital marketing efforts pointed viewers back to the event landing page.
Yep, thatâs right. Every. Single. One.
It may sound like overkill, but itâs 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.
Like social media, email marketing is another staple in any companyâs 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 đ Using Key Metrics To Set [and Reach!] Your Email Marketing Goals
All in all, the 2026 Annual Electrical Contractorsâ Summit was a success! The Electrical Association saw a record number of attendees:
And the Electrical Association received countless compliments from attendees (well, okay ⊠we could count, but it would take forever đ):
Weâve been going through all the feedback with the Electrical Association team, and weâre 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 weâll be posting another, very similar blog about crushing records once again âŠ
Okay, technically this isnât directly about the 2026 Annual Electrical Contractorsâ Summit⊠but weâre going to bend the rules a little because itâs too good not to share.
While working with the Electrical Association, we didnât just stop at Summit content â we also whipped up a shiny new lead magnet. And weâre 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. Theyâre 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 canât 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. đ
If this kind of energy, creativity, and success are what youâre after, weâd love to team up. Weâre all about building partnerships that feel less like âvendor đ€ clientâ and more like âletâs do something awesome together.â
Whether youâve got a big event on the horizon or just know thereâs more potential waiting to be tapped, weâre here for it.
Schedule an exploratory call to get started!