HVS2025:
HTMA Virtual Summit
Providing excellence and leadership in HTMA (Hair Tissue Mineral Analysis) based health education since 2020. This is an annual online summit targeted towards healthcare/ holistic practitioners looking to grow their practices’ testing options for their clients.
Goal:
Growing the summit’s annual attendee rate, have practitioner attendees signing up for speaker courses and sell summit video packages.
Planning:
Branding Colours:
Each year, summit colours are updated for the summit as a refresh. This year my plan was to stick to a vibrant, cooler pallette on order to keep a modern yet inviting feeling.
Asthetic: Organic, soft with gradients, flowy
Templates & Stylescapes:
This year I used a motion graphic video intro template “Floating Orbs Opener” by Hushahir and customized it for the summit opener. Once the initial style of the opener was established, I created the stylescape for my social media partner as a branding guide, along with the colour palette, to start creating the social media strategy.
Speaker Introduction/ Communications:
While establishing the overall aesthetic for the summit, I began reaching out to our confirmed summit speakers to inform them on the speaker duedates for their bio/ headshots, topics, presentation slides, and freebie/ promo.
From previous years experience I learned the importance of touching base and communicating this information to those participating at least 3 months in advance, as many of the speakers had other engagements coming up, or their own courses and events. This longer timeline took the pressure off of them and their teams, and made creating a quality product much more do-able.
While we had a few speakers who’s schedules did not line up, we secured 17 speakers to pre-record their presentations for the 2025 summit for us to trickle release the week the summit was running.
Creating Site Pages:
Homepage Layout:
After this year’s layout, I’ve learned the importance of having vital information above the fold. While in my mind having all our vital information on the homepage should suffice, most people are not scrolling for information, thus loosing key opportunities for signups/ viewers.
I lost valuable real estate with having such a large banner area, that while captivating, is not doing enough to grow trust or authenticity of the summit. Moving forward, I know to use my top site area for my most valuable information and to build social proof and trust with our viewers.
Pre-Summit Page:
Since we had the summit signup available for weeks prior to the summit beginning, the signup directed viewers once registered to our summit page with more information about the summit, how this will be the page they need, and a call to action for impatient viewers to access the summit immediately with our early bird special pricing. While the summit presentations are free the week of the summit, viewers wanting to watch later or have a copy of the videos can purchase a summit package, giving them lifetime access to the educational presentations and materials.
Live Summit Layout:
At 9am ET November 10th, the summit began. I used visibility logic in Elementor to schedule all summit presentations prior to the summit, and let things roll out according to the schedule I included on the pre-summit screen.
Each hour during the morning from November 10th – 13th a presentation was released, with viewers being notified each morning in their email which speakers and topics would be dropping when, (as seen in image on the right). We also had our social media schedule release at the same time for possible new viewers to see and join later on in the summit.
Email Marketing Campaign:
Email Campaign Automation:
All viewers of HVS2025 when signing up were added into the HVS2025 email marketing campaign automation, with reminders of summit dates, package CTAs and daily summit emails summerizing who was presenting at what time. My goal was to keep the summit top of mind in the days leading up to the summit and during the summit week of the summit
