Event development to accelerate leads through sales funnel

Generated over $1 million in annual revenue. Over 1,000 people attended.

Challenge: Statistics show that mortality rates decline when people take an active role in their health, yet many adult men put off doctor visits.

Solution:  Innovated new men’s health category, accelerating mature leads deeper into the sales funnel. Led a cross-functional team of 25 to manage conference events in six cities. Activated partner brands (Colorado State University, Colorado Eagles, Denver Broncos, Colorado Avalanche, and Denver Nuggets). Responsible for logistics including budget, agenda, speaker recruitment, and program scripts.

The event emphasized the importance of disease prevention and early detection for men, featuring prostate exams, colonoscopies, lung and skin cancer prevention and early detection screening recommendations. Boring. Who would go to that? To overcome the stodgy subject matter and a general stubbornness of the target group, the event was designed to be fun night out, featuring bar trivia, pushup contests, craft beer and chances to win prizes, including sports tickets and gear from partners, all the while focusing on these often ignored topics in a safe environment.