Convergence in the Capital: Designing and Delivering the Stata Conference Experience

Overview

Successfully planned and executed the annual Stata Conference, resulting in a 35% boost in presentation submissions, 20% increase in attendance, and generation of qualified leads through strategic event marketing and design initiatives.

The Challenge: Elevating the Conference Experience

When tasked with organizing the Stata Conference, we faced several critical challenges in positioning the event as our premier Stata gathering. Despite having a loyal user base, previous conferences struggled with limited reach beyond core users, inconsistent branding across touchpoints, and challenges to travel and logistics presented by the looming global pandemic.

The situation required a comprehensive approach to event planning and marketing—one that would elevate the conference experience while addressing the diverse needs of academic, government, and corporate attendees alike.

Strategic Framework: Creating an Immersive Experience

We developed an integrated event strategy built on three foundational pillars:

Attendee Experience

Our transformation began with deep audience segmentation to understand different attendee needs and expectations. We developed detailed journey maps for each segment:

• Academic researchers seeking networking opportunities

• Government statisticians interested in specific use cases

• Corporate users focused on practical applications

• Students exploring career opportunities

This segmentation informed everything from session tracking to networking event design, ensuring relevant experiences for all attendees.

Brand Integration and Visual Identity

We created a cohesive visual identity system that:

• Reflected DC's unique character while maintaining Stata's brand equity

• Incorporated design elements from local landmarks and statistical visualizations

• Ensured consistency across all conference materials and touchpoints

• Created memorable environmental graphics for the conference space

Integrated Marketing and Communication

Developed a multi-channel promotion strategy targeting specific audience segments through:

• Registration campaigns

• Academic institution partnerships

• Government agency outreach programs

• Corporate group booking incentives

Strategic Campaigns and Execution

Pre-conference Engagement

Launched “Convergence in the Capital" campaign highlighting:

• Speaker spotlight series

• Preview of key sessions

• Social media engagement campaigns

• Early registration incentives

Conference Experience Design

Created immersive experiences including:

• Product demonstration zones

• Themed networking spaces

• Digital poster sessions

• Career development workshops