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American Occupational Therapy Association (AOTA)
AOTA is the national professional association established in 1917 to represent the interests and concerns of occupational therapy practitioners and students of occupational therapy and to improve the quality of occupational therapy services. |
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| Challenge/Goal: |
The conference portion of AOTA’s Annual Conference & Expo was generating the bulk of the event’s revenue. The association, therefore wished to increase the revenue provided by exhibit sales by 25% to better balance event funding. |
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| Strategy/Tactics: |
Capitalizing on the many vertical market components of the OT field, NTP first identified these markets, and then targeted several existing exhibitors within each market. Through direct conversations with representatives of each market, we were led to new prospects along the buying chain. Each company we worked with also recommended partners or competitors that were also a fit for the show. As we developed each new market, a targeted promotional campaign was implemented to the prospects that specifically described the value proposition for their organization. |
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| Results: |
AOTA’s Annual Conference & Expo has increased exhibit revenue by 31% over 3 years. |
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