A leading veterinary conference organization needed to drive registration and attendance among millennial and Gen Z veterinary professionals for their flagship conference. In a crowded veterinary conference landscape, the client needed to differentiate their event and connect with younger veterinarians who value both professional development and memorable experiences.

The conference faced several challenges:

• Breaking through conference marketing noise in a saturated market

• Reaching younger veterinary professionals who may not attend traditional conferences

• Demonstrating the unique value proposition versus competing conferences

• Converting awareness into actual conference registrations

Vet Candy designed a multi-month, integrated marketing campaign that positioned the conference as the premier destination for younger veterinary professionals—combining world-class continuing education with exciting networking opportunities and an unforgettable location experience.

Campaign Duration: September 2025 - January 2026 (5 months)

Campaign Strategy:

Position the conference as 'where CE meets unforgettable experiences'—appealing to younger veterinarians' desire for both professional growth and memorable networking in an exciting destination.

1. Vet Candy Magazine Features

Three consecutive monthly issues featuring veterinarians attending the conference

September Issue: Featured veterinary professional #1

• Full-page ad placement + editorial feature

• 18,830 Meta reach, 15,965 views

• 27,439 website visits

• Email blast: 35% open rate, 3% click rate (48,848 recipients)

October Issue: Featured veterinary professional #2

• Full-page ad placement + editorial feature

• 18,191 Meta reach, 13,754 views

• 28,281 website visits

• Email blast: 35% open rate, 3% click rate (48,764 recipients)

November/December Issue: Featured veterinary professional #3

• Full-page ad placement + editorial feature

• Feature timed for final registration push

2. Strategic Blog Content Series

Nine targeted blog articles positioning the conference as the ultimate professional experience

T

Top Performing Blogs:

• '5 Reasons [Conference] is the Ultimate' - 25,942 views, 20,323 reach

• 'Which Conference is Your Best Fit? Comparison Guide' - 22,499 views, 17,320 reach

• 'Ready to Mix CE with [Location] Excitement?' - 20,796 views, 18,207 reach

• 'Join Us at [Conference]' - 16,072 views, 12,166 reach + 15,818 Reddit engagement

• 'How to Get Everything You Can Out of [Conference]' - 8,706 views, 4,770 reach

Total Blog Performance:

• 130,000+ combined Meta views

  • 99,000+ combined Meta reach

  • 38,000+ Reddit engagement

3. BrainSmarts Podcast Integration

Featured veterinarians discussing their conference experience and highlighting event benefits

Primary Episode:

• 43,689 podcast listens

• 5,931 social media audiogram views

• 3,774 Meta reach

• Email promotion: 35% open rate, 3% click-through rate

Additional Episodes:

• Multiple additional episodes launched throughout campaign

• Sustained podcast presence throughout 5-month campaign

4. Comprehensive Email Marketing Campaign

13 strategic email blasts over 4 months maintaining consistent engagement

Campaign Performance Highlights:

• Peak Performance: 36% open rate with special registration rate promotion

• Kickoff Campaign: 36% open rate launching the campaign

• Average Open Rate: 32% (consistently above 28%)

• Click-Through Rate: 2.5-3% sustained throughout campaign

• Audience Reach: 48,000+ veterinary professionals per blast

• Total Sends: 630,000+ emails delivered

• Total Opens: 200,000+ emails opened

Engagement Metrics:

Email Performance:

• 630,000+ total email sends

• 200,000+ total opens (32% average open rate)

• 16,000+ click-throughs (2.5-3% click rate)

• Consistently 2x industry average performance

Content Performance:

• 130,000+ blog article views

• 99,000+ blog article reach

• 55,720 magazine website visits

• 43,689+ podcast listens

• 38,000+ Reddit engagement

Social Media Impact:

• 50,000+ combined social media reach

• 29,000+ combined social media views

• Multi-platform engagement (Meta, Reddit, Instagram)

Overall Campaign Impact:

Total Touchpoints: 367,000+ combined engagements across all platforms

Campaign Duration: 5 months of sustained, high-engagement content

Content Pieces: 25+ major assets (magazines, blogs, podcasts, emails)

Audience Reach: 48,000+ veterinary professionals consistently engaged

1.    Strategic Positioning: Positioned the conference as where professional development meets memorable experiences—directly appealing to millennial and Gen Z values

2.    Multi-Platform Integration: Seamlessly integrated messaging across magazines, blogs, podcasts, and email—ensuring consistent presence throughout the buyer's journey

3.    Authentic Storytelling: Featured real veterinarians sharing their conference experiences rather than generic promotional content

4.    Sustained Engagement: Five-month campaign maintained momentum from initial awareness through registration deadlines

5.    Value-Driven Content: Educational blog content provided genuine value (how to maximize conference experience) rather than purely promotional messaging

6.    Exceptional Email Performance: 32% average open rates (2x industry standard) demonstrated highly engaged, relevant audience