The YGS Group

Success Stories

American Society for Microbiology

Audience Analysis and Communications Strategy

THE STRATEGY
The American Society for Microbiology (ASM) General Meeting is a large-scale annual event where microbiology students and post-docs gather to share cutting-edge findings and network with colleagues and leaders to help further their studies, research, and careers. Over the last few years, attendees voiced frustration around understanding everything that happens at the meeting and their ability to plan a schedule that maximizes their meeting experience. ASM sought out The YGS Group to uncover key learnings about their attendees and determine how meeting resources could be optimized to deliver the best overall meeting experience to attendees.

THE EXECUTION
To gain a deeper understanding of how meeting attendees currently utilize conference resources, including marketing and communications materials and digital and mobile tools, YGS led six audience analysis sessions at the ASM General meeting. Through strategic conversations, YGS culled key insights from participant attendees to assess how they currently engage with, and leverage, General Meeting resources and communications materials. Discussions were guided toward identifying consensus points and majority preferences among attendees.

THE RESULTS
Audience analysis sessions resulted in a Key Learnings Report that informed a Resource and Communications Cycle plan and a Communications Map. ASM used the plan and map to create a strategy for next year’s General Meeting that effectively targeted meeting attendees and helped them optimize their meeting experience.