TEDxStanley Park
project name

TEDxStanley Park


For the third edition of TEDxStanley Park, producer Roger Killen wanted to build greater awareness and coverage of his event. While last year’s event had a diverse range of speakers and sponsors, ticket sales and promotion needed improvement. SellClarity was brought in to assist with marketing strategy and automation, e-mail marketing and media exposure.

The Problem

• 2013 event only sold 100 tickets
• 2015 had 400 seats to fill
• E-mail was limited, with 100 people, most of whom had volunteered in 2013

The Solution

Through consultation and a close relationship with the marketing team, SellClarity applied a tactical strategy to resolve issues and support event growth.
Aggressive emphasis on collecting emails at every opportunity
• Popups
• Sign up buttons
• Adding visitors manually via ticket sales
• Added 200+ people on the day of the event, through sign-in prompt for access to the live stream

Advanced Segmentation

In order to make the email marketing campaign a success, the list was highly segmented into the follow groups:

  • Ticket buyers
    • Send more emails to encourage ticket sales
  • Non ticket buyers
    • User onboarding
    • Leveraging referral sales
    • Keeping them engaged after the event

After the event, TED still wanted to keep their users engaged. SellClarity developed a marketing strategy to accomplish this.

  • Post Event
    • Sent emails to keep buyer engaged and warm for next event
    • Started aggressive email collection to ensure event would sell out
    • Worked with social media manager to implement an email retargeting system in Facebook


  • Event tickets sold out
  • E-mail subscription list grew to 1000+
  • Media and digital buzz was generated

The marketing success of this event created a blueprint and strong foundation for 2016, the following year. In the fourth installment in 2016, returns to a larger venue, Queen Elizabeth Park. With the previous year’s marketing strategy to build from, this year’s event is set to sell 2, 500 tickets.

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