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Marketing

Marketing plan

1.0 Background

UX Camp Calgary is a conference that aims to connect and grow our local community of people across disciplines and industries that share a passion for design and UX.

The conference offers five different session formats:

· Deep dive (45-minute presentation talk or demo)

· Quick take (25-minute presentation talk or demo)

· Panel (Minimum 3 speakers representing diverse perspectives)

· Product showcase (10-minute product demo)

· Workshop (2-hour or 4-hour)

Session proposals are selected and evaluated via committee with a pre-established rubric. Proposal review is not blind. A call for proposals is broadly issued 5-6 months before the conference date; however, well-known local UX leaders and practitioners may be approached directly to deliver sessions. A joint call for proposals is issued wherein presenters can choose to present in Edmonton, Calgary, or both.

UX Camp Calgary 2025

This is the first year that UX Camp will expand to Calgary, in a partnership between UX Calgary and UX Edmonton. The conference will be hosted on March 22, 2025 at Platform Calgary.

2.0 Goals and Objectives

Establish UX Camp in Calgary as a high-quality UX conference that nurtures local talent, fosters connections across the community, and provides a space to share innovative approaches, best practices, and trends from the field.

Objectives

Engage 250 people in the conference as paid participants , volunteers , and sponsors .

Generate ~$8K in conference revenue to fund future Calgary UX events and seed fund for next year conference.

Increase followers on UX Calgary’s LinkedIn account by 15-20%.

Obtain a minimum of 30 high-quality session proposals from which to build the program.

3.0 Strategy and Targeting

This conference campaign plan is a short-term integrated communications and marketing plan that will run from December 2024 to April 2025. This plan is strategically divided into five stages:

Call for Proposals (On going)

Super Early Bird Registration

Early Bird Registration

General Registration

In-Conference Communications

Post-Conference Communications.

3.1 Milestones

3.1 Milestones

Milestone

Date

Notes

Call for Proposals Launch

11/15/2024

Open

Call for Proposals Deadline

1/10/2025

Open

Early Bird Launch

12/10/2024

Open

Early Bird Deadline

2/3/2025

Open

General Registration Launch

2/4/2025

Open

General Registration Deadline

3/15/2025

Open

There are no rows in this table

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3.2 Audiences

Target audiences span a range of UX practitioners across all levels of career development, from students and mid-career professionals to academics and senior leaders. As a local conference, targeting will occur primarily in Calgary and across Southern Alberta.

Professional UX practitioners, designers, and leaders (UX designers, product designers, content designers, UX writers, information architects, UX researchers). See Appendix A for a list of target businesses and organizations.

Students in UX and information design programs. See Appendix A for a list of target institutions.

Instructors and academics in computational media design, information design, human-computer interaction, etc. See Appendix A for a list of target institutions.

4.0 Campaign Key Messaging

Key messages are not intended to be marketing copy. Key messages should concisely summarize the main points that target audiences should take away from all marketing and communications.

Messaging

Messaging

Type

Messages

UX Camp – General Messaging

UX Camp builds local talent and fosters a community of UX professionals at all career stages from across Alberta.

We explore future-focused topics and emerging trends in UX, such as AI and Design, Design Thinking, Human-Computer Interaction, Human-Centred Design, and more.

Whether you’re an experienced professional or an emerging voice in the field, we welcome diverse perspectives that challenge conventional thinking and inspire new ideas.

Many people in the user experience field come from diverse backgrounds and experience. If you’re a service designer, information architect, content writer, ethnographer, business analyst, developer, scrum master, interaction designer, product manager, even a unicorn, you’re likely one of us.

Join us as we foster a collaborative environment where creativity and knowledge thrive. Together, let’s shape the future of user experience!

UX Camp 2025

Building on the success of UX Camps in Edmonton, the 2025 conference promises to be an engaging and dynamic gathering of UX professionals, designers, developers, and innovators from across the province.

Set against the backdrop of Calgary’s vibrant tech scene and Edmonton’s diverse government, academic and tech sectors, UX Camp 2025 will focus on sharing ideas and insights within Alberta’s UX community.

UX Leadership

Help us build Alberta’s vibrant community of world-class UX design talent and elevate our craft.

Connect with design leaders from across the province to discuss the future of UX and emerging design trends in tech, finance, health care, education, and more.

Learn how to drive a design vision and translate UX into business value while you explore scaling operations, cross-functional collaboration, and executive communications.

UX leadership comes with its ups and downs. Find peer and group mentorship opportunities as you build your network and share your expertise.

Call for Proposals

Not every great presentation is delivered by an industry veteran or expert of their craft. Tales from the trenches, epic fails, hard-fought wins, or outstanding products just starting out are all well worth sharing. Sharing knowledge doesn’t have to be glamorous.

UX Camp is a safe space. We’re lucky to have an industry in Alberta that is friendly and supportive, so don’t be shy.

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5.0 Channels

5.1 Social Media and Networks

The first three stages (Call for Proposals, Early Bird Registration, General Registration) of the conference will be promoted primarily via Calgary UX’s LinkedIn account. UX influencers in the Calgary community will receive free conference tickets in exchange for LinkedIn shares and original posts.

Calgary UX Social media channels

LinkedIn -

https://www.linkedin.com/company/calgary-ux/⁠

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Youtube -

https://www.youtube.com/@calgaryux⁠

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MeetUp (+4,300 members) -

https://www.meetup.com/calgaryux/⁠

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Slack (+1,700 members)

See more in the social media marketing plan:

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Social Media Content · Social Media Strategy for UX Camp Calgary 2025⁠

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5.2 Email Marketing & Communications

Email Octopus (Email Marketing) See the full

Email marketing⁠

plan See the list of

Organizations for conference communications⁠

5.3 Digital

Dorik (Website)

Ticket Tailor (Commerce)

Heylo (Conference Management)

6.0 Campaign Assets

Marketing

Website content:

https://uxcampcalgary.dorik.io/⁠

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Email copy

Social media copy:

Social Media Content · Social Media Strategy for UX Camp Calgary 2025⁠

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Visual assets:

https://www.figma.com/design/FSoeGeZFjAVXy62DeFMD7r/UX-Camp?node-id=1-101&t=cHyMKnfEuKNih1bA-1⁠

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In-Conference

· Roll-up banners

· Other signage (sandwich board signs):

https://www.figma.com/design/FSoeGeZFjAVXy62DeFMD7r/UX-Camp?node-id=3-33&t=cHyMKnfEuKNih1bA-1⁠

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· Slide deck template

· Lanyards and name tags

· Program one-pager

· App design?

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