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When it comes to promoting large-scale events, NGOs face unique challenges. Limited budgets, the need for broad reach, and meaningful engagement all require a strategic approach to media buying. In this case study, we explore how Digital Syndrom collaborated with the Association of Tunisian Graduates from French Grandes Écoles (ATUGE) to develop and execute a comprehensive media plan for their 2014 Forum.
The ATUGE Forum is an annual event that brings together Tunisian graduates, industry leaders, and stakeholders to foster professional networking and economic development opportunities. The 2014 edition aimed to connect talented Tunisian graduates with potential employers while promoting innovation and entrepreneurship in the country.
For this prestigious event, ATUGE needed a partner capable of designing and implementing an effective media strategy that would:
The Digital Syndrom team developed a multi-channel media plan tailored to the specific needs of this NGO event. Our strategy encompassed:
Before launching the campaign, we conducted thorough research to identify and segment key audiences:
This segmentation allowed us to craft personalized messaging and select the most efficient media channels for each audience group.
Based on our audience analysis, we designed a balanced media mix including:
Our creative team developed a cohesive visual identity and compelling messaging that:
All creative elements were designed to reinforce ATUGE’s reputation while creating excitement around the 2014 edition.
The media plan was structured in three strategic phases:
This phased approach ensured continuous visibility while adapting messaging as the event date approached.
As with most NGO projects, budget efficiency was paramount. Our team implemented several strategies to maximize the impact of each marketing dollar:
Through careful planning and ongoing optimization, we achieved a cost-per-acquisition well below industry standards for similar events.
The execution phase involved close coordination between our media planning specialists, the creative team, and ATUGE’s organizing committee. Key activities included:
Our proprietary tracking tools allowed us to measure not just impressions and clicks, but also track the attendee journey from awareness to registration.
The 2014 ATUGE Forum campaign delivered exceptional results across all key performance indicators:
This successful collaboration with ATUGE revealed several valuable insights for effective media buying in the NGO sector:
At Digital Syndrom, we understand the unique challenges faced by non-profit organizations. Our approach combines strategic thinking, creative excellence, and meticulous execution to deliver campaigns that maximize impact while respecting budgetary constraints.
Our team brings extensive experience in media planning, community management, and event organization to every project, ensuring a holistic approach to communication challenges.
The ATUGE Forum 2014 campaign exemplifies our commitment to delivering measurable results for organizations that make a difference. By applying commercial marketing principles to non-profit contexts, we help NGOs achieve their communication objectives efficiently and effectively.
The successful collaboration between Digital Syndrom and ATUGE for the 2014 Forum demonstrates the power of strategic media planning for non-profit events. By combining audience insights, creative messaging, and careful channel selection, we created a campaign that not only drove attendance but also enhanced the organization’s brand equity.
For NGOs seeking to maximize the impact of their communication budgets, the lessons from this case study offer valuable guidance. Most importantly, they highlight the importance of working with a specialized partner who understands both the media landscape and the unique requirements of the non-profit sector.
To learn more about our media planning services or to discuss your organization’s communication challenges, contact our team today.
