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There is a huge gap between Most developed markets have conference bureau, like Meet in Vegas and convention bureau in DC. Vendors contribute too.African lack centralized source of informationThere is so much wrong information on Africa on international platforms. They don’t care about the continent because it doesn’t drive revenue. Ministry of TourismSearch - Cvent
Create inbound leads and interestBypass corruption and dishonest recommendation.
Sign up to the marketplace and use it to organise their conferenceBook a call with Hallpax to organise their conference
Conferences and conventionsTeam retreats
WordPressElementorYoastWoo-CommerceHubspot
V2 Content Strategy and Notes
Notes
Finding a venue is just one component
We hope they come for the venue and stay for the other stuff Hallpax resells, services.
Venues are easy, vendors are difficult.
Venues are break even in terms of revenues
If they don’t book other services, theres zero money there
The first thing people search for is venue - assumption
No one looks for an event organiser
And then supplier
We want to capture them at the first stop (TOFU) - Venues
Phase 1 - venues have listing where they can upload info
Destination page is a hub of venues and
“Eventually we want to be the Yellow Pages of events in Africa”
Planning can start 12-18 months ahead?
“Just because someone is researching Zanzibar, doesn’t mean we’ll sell them on Zanzibar ”
Project Summary
Main Goals
Begining phase: lead gen for Hallpax event planning services to funnel business through the company.
Eventually, connect people looking for event spaces and hosting events with venues and providers
Timeline
Q1 - Mockups for single venue page, destination hub page, sitemap,
Q2 -
Q3 -
Q4 -
Business Background
Mahi started organising events in 2009.
Why Mahi started Hallpax, what inspires her:
2nd inspiration:
Mahi was asked to host an event in Nairobi by a happy client, emailed 50 venues in Nairobi and got 0 replies. Phones don’t go through. “It’s so painful to get anything done.”
Solve out own problems.
Competition:
How Does Hallpax Find Clients Currently?
Find upcoming events in Africa and outreach directly.
Go to their website, find their contacts, and ask them if they need service providers.
In the past, work directly with hotels for referrals.
Hotels usually recommend vendors, but there are issues with kickbacks, bribes, and conflicts of interest. Not about merit and skill, just about who pays most.
Investing in blogs, goal is to:
How Does Hallpax Make Money?
The venues are not the main product. Hallpax breaks even on venue services
How will the content grow the business?
By having a blog with guides on planning and hosting conferences in Africa, Hallpax will become the “go-to resource” for organisers.
If someone has a question about conferences in Africa or picking a venue, they’ll go straight to the Hallpax blog and be able to find what they need. This will boost traffic, increase qualified leads, and help grow the authority of the Hallpax brand.
The blog will also act as a sales funnel, including dynamic content and calls to action that entice readers to:
The high standard of the blog and other content will also position Hallpax as an authority amongst industry peer, attracting vendors and other stakeholders
V2 Content Types and Plan
Page Type
Examples
Notes
Page Type
Examples
Notes
Blog post
For TOFU, MOFU inbound traffic and thought leadership on LinkedIn
Vendor page single
For BOFU landing pages and conversions
Vendor list/directory
Currently a blog post. Built using programatic SEO/custom code in V2
Digital Products?
Lead gen and emails?
There are no rows in this table
Target Audience
Primary: Organisers?
Corporations, associations, non-profits, government planning any kind of event in a professional setting:
What is their role at orgs?
What are their pain points and concerns?
Goals, objectives?
What kind of events: conferences, team retreats, etc.
How big?
Secondary: Attendees?
Not your target audience?
Weddings
Parties
Year end functions?
Website Architecture
CMS
CRM and Sales
Marketplace custom build
Questions
Why are posts written in Elementor and not WP editor?
Who was responsible for the setup and design?
What is the purpose of WooCommerce? Will this be replaced by the custom marketplace?
How often do you update plugins and WP?
Who chose the fonts, colours, etc.?
Who chose the plugins?
URL Structure
Reference:
Top Performing Posts of 2023 (Traffic, Leads, Ranking)
Post
Traffic
Leads
Post
Traffic
Leads
Venues in Sandton
Venues in Zanzibar
2
Year end functions in Joburg
There are no rows in this table
Recap
Avg monthly traffic in May ‘23 - 174
Jan - 348
Exactly 100% increase
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