With international abstract submissions down in some areas almost 40% for their 2017 Annual Meeting, the Society for Neuroscience had great concern about a potential equivalent drop in international registrations due to:
\n\u00a0 \u2022 Growing, or at least more prevalent anti-science sentiment in the U.S.
\n\u00a0 \u2022\u00a0Fears that the U.S. travel ban would significantly discourage potential international attendees from registering (and attending).
\n\u00a0 \u2022\u00a0Concerns about how welcoming Washington D.C. might be to its international attendees.<\/p>\n
Story Mapping<\/h3>\n
![](\"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-content\/uploads\/2018\/05\/59dc5b4a-0e85-47f5-b613-28ae73bcf20c.png\")
We used our Story Mapping approach to distill, to a single page, the \u2018story of the show\u2019 \u2013 so no matter what piece of communication SFN had developed (internally, or by partners like The Expo Group) the key value proposition, supporting evidence and foundational values remained consistent throughout \u2013 delivering a consistent show brand experience.<\/p>\n
We developed this Story Map that came from combining attendee research and a data nugget from the association\u2019s CEO around the idea of Belonging<\/strong> – that the connection attendees make with one another to help 1 Billion people worldwide suffering fromneurological disorders was THE reason they attended the show.<\/p>\n Using these insights, we built an Attendee Registration Video (see above). Through this approach, and despite a challenging environment, SfN ended up attracting over 30,000 attendees from 80 countries \u2013 nearly 10% more than anticipated!<\/p>\n To see other case studies like this one, visit here<\/a>.\u00a0<\/p>\n
\nWe also built Attendee Registration Campaigns to drive potential attendees to the video and to register.<\/p>\nResults<\/h3>\n