Endorsed by the UAE Ministry of Economy, the Global Women In Leadership Economic Forum (GWEF) brings together over 700 business women, male champions of change, policy makers, entrepreneurs, and the youth to champion diversity as an imperative to economic growth.

• Client
• Naseba Communications
• Year
• 2015-17
• Services

• Marketing strategy and execution

  Community building

  Content creation

  Sponsorship acquisition

  Paid and owned media growth

  Social media marketing

Hard facts

• The forum started in the UAE as a small gathering of around 150 women leaders, and grew to several chapters around the world, with the global edition happening every year in Dubai.
• Some of the notable speakers the forum has hosted include Cheryl Sandberg, Christine Lagarde, Auma Obama, Cherry Blair, and HRH Princess Haya bint Hussein among others.
• The event generates revenue through sponsorship and delegate sales.

The challenge

• Sell over 500 tickets, each worth $995 in under 3 months. Generate interest for sponsorship for set packages and industries ranging from $15,000 - $100,000.
• Secure barters with regional and international media to gain exposure through editorial coverage and digital advertising.
• Create a content plan and calendar to engage confirmed speakers with the GWEF community and generate inbound enquiries.
• Promote CSR initiatives facilitated by GWEF and share findings with the community.

Results

• The marketing strategy focused heavily on content marketing centered on educating the community on the economic and business benefits of diversity in all tiers of society.
• This was done largely through expert interviews in key regional publications like Inc Arabia, Entrepreneur ME, Forbes ME, Khaleej Times, Gulf News etc., newsletters sent to the community and partner databases as well as sponsored posts on LinkedIn and Facebook.
• The forum grew 25% year-on-year in both delegate numbers and sponsorship sales.