Executive Summary: The AHC was founded in 2005 to promote collaboration between the public and private sectors in responding to all hazards. The AHC is a member-based organization that represents the emergency management, homeland security, and business communities. The AHC's members include state and local government agencies, private sector companies, and non-profit organizations.

All Hazards Consortium (AHC) is a non-profit organization that brings together public and private sector stakeholders to address and mitigate all hazards facing communities across the United States.

Effective lead generation strategy using virtual workshop results in 300% increase in client conversions and 96% lower event cost for All Hazards Consortium

Introduction

This case study outlines AHC's experience with the Storm Preparedness Workshop an interactive crisis management leadership training. These virtual workshops were conducted to support virtual exercises and were designed to capture information and processes used by state and industry emergency managers to prepare, respond, and recover from disasters.

Background

In today's fast-paced business world, organizations often struggle to get their new hires up to speed quickly enough to prepare for potential crises. With constantly changing regulations, personnel changes, and increasing expectations from both internal and external stakeholders, it can be challenging to ensure a seamless transition for new team members. This is especially true when it comes to leadership roles in crisis management.

In response, AHC launched the Storm Preparedness Workshop - Disaster response protocols for electric utilities that save thousands of dollars.

This unique trade workshop in the field of crisis management is designed to help organizations immediately take action and achieve results, regardless of their current level of experience.

The Storm Preparedness Workshop

Virtual Workshop : Businesses gain access to valuable resources and network with like-minded professionals, all while improving their own crisis management preparedness.

AHC identified a need for a forum that leverages the experiences of the electric sector, providing a support system to learn from experts who have served in leadership and mentoring roles.

• These experts have a passion to pay it forward and allow others to learn from historical industry mistakes, helping to close the gap in both knowledge and experience transition.
  The workshop consists of experienced instructors, 40+ years of storm response and crisis management experience.
• The workshop is open to all AHC members and non-members, with attendance requiring a paid registration.
• The workshop typically consists of 1-2 day and multiple objectives, each focused on a different aspect of business resiliency.
• ​Topics covered in past workshop sessions have included communication strategies, checklists, mitigation efforts, and discussion with the instructors.
• ​These express style public workshops were run to give organizations a taste of what to expect if they were as consultants. Multiple people from multiple organizations had a chance to experience the workshop.

Challenges

The AHC's mission is to promote the coordination of public and private sector resources to enhance the nation's ability to prepare for, respond to, and recover from all hazards. The AHC achieves this mission by facilitating communication and collaboration between its members and providing them with access to resources and information.

The AHC faced several challenges during its development and implementation, including:

• Limited Resources - As a non-profit organization, AHC had limited resources to devote to their workshops. The team had to work with a small budget and a limited staff, which made it challenging to develop and execute a comprehensive virtual event.
• Technical Difficulties - Given the collaborative nature of the workshop, AHC had limited experience with virtual event planning and execution. As a result, the team had to overcome several technical challenges, such as ensuring that all participants could access and engage with the workshop webinars.
• Limited Attendance - Given the specialized audience of the workshop, AHC faced challenges in attracting and retaining a large audience for their workshop to be a viable lead generation solution. The team had to develop effective marketing and outreach strategies to ensure that the workshop webinars reached a broad audience.

Solutions

To address limited resources and technical difficulties in planning and executing their virtual summit, the AHC implemented strategic partnerships with industry experts, and robust marketing strategies through various channels.

They also worked with Tier1 Marketing Solutions to ensure that the technical aspects of the virtual workshop were seamless and user-friendly.

To overcome these challenges, AHC implemented several solutions, including:

• Strategic Partnerships - AHC partnered with several experienced instructors with 40+ years of storm experience that already had established trust. These partnerships helped to increase the workshops’ visibility and attract a larger audience.
• Collaborative Planning - AHC collaborated with its partners, communication director, and subject matter experts to plan and develop their workshop content. This approach allowed the team to leverage expertise and resources from multiple sources and develop a comprehensive and high-quality virtual workshop.
• Robust Marketing - Tier1 Marketing Solutions developed a robust marketing strategy to promote AHC workshops. The team used various channels, including advertisement (PPC), social media, email marketing, and targeted outreach to relevant stakeholders, to reach a broad audience.
• Technical Support - AHC worked with Tier1 Marketing Solutions to ensure that the technical aspects of the workshops, such as platform accessibility, workshop registration and payments were seamless and user-friendly.

Results - Success Stories

Tier1 Marketing Solutions helped All Hazards Consortium (AHC) to drive sales and generate leads for their Storm Preparedness Workshop. Through targeted marketing campaigns, Tier1 was able to attract decision-makers from specific industries who were interested in AHC's consulting services. As a result, the workshop quickly sold out all available seats at a price point of $500 each. Tier1 also created an evergreen replay of the workshop and automated the follow-up process, resulting in recurring revenue for AHC.

Conclusion

The strategic partnerships, collaborative planning, robust marketing campaign, and virtual format of AHC's Storm Preparedness Workshop proved to be successful in increasing conversions, reducing event costs, reaching a broad audience, and providing valuable insights to attendees. These benefits highlight the importance of a comprehensive and targeted approach to event planning, marketing, and delivery in achieving organizational goals.

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