Mar 23, 2023
The 4/14 Movement began in 2008 to reach and release the now generation for Christ. They work with like-minded churches and networks to bring their vision to life globally.
What they needed
The 4/14 Movement had been organizing global summits for next generation ministry leaders since 2009. They took a break from 2014 to restrategize how they were going to run their future summits in order to catapult them to the level of top global conferences.
However, they lacked:
- an overall strategy for acquiring attendees for a full-fledged global summit
- the digital infrastructure, including a strong web presence, to pull it off
- executional capacity to pull it off at a global level
They needed strategic thinking that would culminate in a digital marketing plan for their local and regional events.
Rick & Becky Olmstead
Global Leaders
40 Parables successfully accommodated the 4/14 Movement’s rebranding into its digital presence.
Their marketing expertise and experience from the 2018 Summit provided much input to the marketing direction for the 2020 Global Leader Summit.
Kurian and his team have proven to be effective, flexible, and dedicated workers.
How we served
Planning sessions
We did some primary marketing plan sessions with the brand to develop a customized system that would boost the growth of the movement globally. We helped them clarify the purpose of the brand, analyzed their problems and offered solutions, and also identified the brand’s target user segments.
Digital plan & websites
We created a digital brand strategy for the brand overall. We also revamped the main website and developed individual websites for their regional summit in India (2017) and global summits in Singapore (2018) and New York (2020).
Conference promotion
We also devised a strategy to promote their conferences. To facilitate registration, we set up targeted email automation and created personalized forms to engage the 20,000+ members in their database. The registration process was then integrated with their payment systems.
To ensure a seamless user experience, we boosted engagement with their event app and customer support. The consistent engagement paid off as users were ready to buy the tickets when they were launched.
What was achieved
Digital infrastructure was set up for the brand to successfully host multiple conferences in the future using a unified backend platform. This set-up ensures that different regions can take the same backend operations and run conferences with it.
Marketing infrastructure was set up to seamlessly acquire attendees for future conferences and facilitate easy payment, registration, etc.
1,200 attendees turned up for the 2018 local summit in India, crossing the target of 1,000 attendees.
Almost 1,000 attendees and 800+ paid registrants were recorded for the 2018 global summit in Singapore.
600+ people registered for the 2020 global summit in New York. We were on course to reach the goal of 800 paid registrants, but the summit had to be cancelled due to COVID-19.
Digital engagement is going strong through email automation, although physical conferences are held off due to COVID-19.