Women make up just one percent of executive leadership roles in the overall golf and turf industries, and don’t often have an opportunity to meet other women in the industry. Bayer Environmental Science, a leader in the Turf and Ornamental segment, saw an opportunity to drive engagement among female leaders in the category by bringing them together to promote leadership and education.
Bayer turned to R+K to concept and launch a “Women in Golf” event that would foster a community of inclusion, education and development. Targeting this niche audience would be critical to success, so we executed a 4-pronged approach to activation including a robust paid social campaign to discover women on the channels they use. Our multi-touch campaign also included pre-event communications, content during and following the event and post-event communications highlighting and celebrating the connections developed to build momentum for the next year’s event.
- Positioned Bayer as a thought leader in diversity and inclusion.
- Achieved attendance goal for golf and turf professionals from the U.S., Canada and Puerto Rico
- Secured more than 1.1 million impressions and more than 2,000+ clicks in less than 5 weeks, surpassing registration goals by 140%.
- Overall satisfaction with the event rated by attendees as a 5/5.