Event-Led Demand Generation
Integrated event marketing campaign that generated 10,700+ leads, 80 SQLs, and national media coverage.
Plant Prefab unveiled its newest Accessory Dwelling Unit (ADU) during Palm Springs' Modernism Week, partnering with Amazon to showcase integrated smart home technology. The event served as a high-profile launch opportunity to introduce the new model to homebuyers, architects, designers, and media.
Role: Marketing Lead • Event Marketing • Partnerships • Lead Generation • PR
Strategic Objectives
Plan and execute an event-led demand generation strategy at Palm Springs Modernism Week, using the event to capture leads, generate press, and strengthen brand credibility in the prefab housing market.
01
Generate Event Awareness
02
Exhibit New Model
03
Capture Leads
Areas I Focused On
Integrated Marketing Campaign
Developed and executed a multi-channel marketing campaign across web, email, social media, and PR to build awareness and drive attendance before the event.
Event Strategy & Logistics
Coordinated cross-functional planning with vendors, designers, and on-site teams to transport, install, and successfully launch the new ADU model at Modernism Week.
Lead Generation & On-Site Experience
Managed the end-to-end on-site attendee experience, overseeing check-in, lead capture, and visitor engagement while personally interacting with thousands of attendees.
Content Production
Managed photoshoots and content creation to showcase the exhibit, generating marketing assets used across digital channels before, during, and after the event.
Brand Partnerships & Public Relations
Partnered with Amazon to feature smart home technology within the exhibit and collaborated with PR to secure coverage in national publications, extending the campaign's reach.
Results
Captured 10,700+ new leads from tour sign-ups and post-event interest.
Generated 80 sales-qualified homebuyer leads (SQLs) within the first 30 days.
Achieved significant press coverage and a major spike in web traffic during and after the event.
Expanded first-party marketing audiences, creating a pipeline for future email nurture and retargeting campaigns.