EPIC Events Africa
2023 · Recruiter personas, cold email, conversion funnel and virtual experiences
Challenge
EPIC Events Africa connects affluent African parents with international university recruiters. To fill its events it needed universities to commit to Africa as a recruitment destination, and most had never seriously considered it.
Thinking
Not every university was a fit. Research defined the recruiter personas most likely to value the audience EPIC could deliver, and the message was built around Africa as a recruitment destination. The email had one job: earn a conversation. The website had one job: convert that interest into a booking.
Execution
Naweeri developed targeted cold email campaigns to the identified recruiters, a website conversion funnel that moved interest to booking, and virtual experiences that let recruiters meet the market before committing to travel.
Outcome
More than 20 bookings in 12 weeks, with a follow-up event calendar now in place.
Credit: Naweeri Africa