Integrated Event Marketing Case Study
Black Women Talk Tech needed a unified digital strategy to strengthen conference registrations, increase sponsor visibility, and ensure all communications were accurate, consistent, and aligned with their mission. Howl Marketing served as Strategic Marketing Partner and Campaign Lead, elevating the digital experience for their flagship event: Roadmap to Billions, the largest tech conference for Black women founders.
This case study highlights how systems, messaging, and execution alignment led to higher engagement and stronger sponsor outcomes.
About Black Women Talk Tech
Black Women Talk Tech (BWTT) is a globally recognized collective supporting Black women founders in technology, innovation, and venture development. Their signature conference, Roadmap to Billions, hosts thousands of attendees, investors, innovators, and corporate partners each year.
The Impact
The event’s impact depends heavily on:
- Strong digital visibility
- Accurate and timely program updates
- Consistent communication across marketing, operations, speakers, and sponsors
- High-volume email schedules and cross-channel coordination
The Challenge
As Roadmap to Billions grew in size and complexity, BWTT faced several challenges that limited communication effectiveness:
Fragmented messaging across event pages, emails, and social platforms
Outdated or inconsistent information across speakers, sessions, and sponsors
Disconnected workflows between internal staff, vendors, speakers, and tech teams
Limited visibility pathways for sponsors seeking stronger ROI
No unified system for tracking speaker assets, promotional materials, and deadlines
A need for reusable templates and systems for future conference cycles
Our Strategy & Approaches
Howl Marketing partnered with BWTT to re-engineer the event’s communications, update digital content, strengthen visibility pathways, and create reusable systems to reduce future workload. This work ensured BWTT could execute at scale with clarity, consistency, and speed.
Building a unified messaging architecture for clarity and consistency
Refreshing event pages, landing pages, and promotional content
Creating a multi-channel communications plan tied to ticket cycles
Strengthening sponsor visibility and amplification opportunities
Improving operational workflows for approvals, updates, and timing
Creating scalable templates and digital assets used across future conferences
Digital Content Refresh
BWTT needed a structured approach that brought clarity, efficiency, and message unity across all teams.
What We Did
- Updated website content for clarity, accuracy, and strong value propositions
- Rewrote landing pages and session descriptions for consistency
- Refreshed speaker promotion copy, bios, and individual promotional assets
- Updated sponsor pages, offerings, and visibility placements
- Reworked navigation pathways to improve ticket flow and event discovery
- Ensured all content aligned with BWTT’s mission, tone, and brand identity
Outcome 1
A clear, cohesive digital experience that positioned Roadmap to Billions as the leading event for Black women founders.
What We Did
- Built weekly email communications tied to programming updates
- Launched automated sequences for abandoned tickets, registrations, and reminders
- Created thematic email campaigns tied to major deadlines and pricing shifts
- Improved email design, content hierarchy, and CTAs
- Coordinated closely with founders, speaker teams, and operations to ensure accuracy
Outcome 2
Higher ticket sales volume and a more predictable marketing rhythm with stronger audience engagement.
Email Marketing Execution
Email was the engine behind registrations and sponsor engagement.
Cross-Team Collaboration & Event Operations Structure
What We Did
- Created a cross-department communications rhythm
- Coordinated approvals and content updates between founders, vendors, and speaker teams
- Built a shared promotional calendar integrating deadlines, stages, and campaigns
- Provided structured documentation to manage speakers, promotional assets, and event announcements
Outcome 3
Faster turnaround times, fewer mistakes, and smoother conference operations.
What We Did
- Social media templates
- Email marketing templates
- Documentation tools for event, speaker, and promotion tracking
- Graphics for campaigns, speaker spotlights, and partner promotions
- Website content modules and reusable landing page blocks
Outcome 4
An infrastructure that reduces workload year after year and elevates the professionalism of BWTT’s brand.
Reusable Marketing Systems
To streamline future conferences and reduce manual effort, Howl Marketing built repeatable systems.
The Results
Increased ticket sales volume leading into event week
Higher sponsor visibility and stronger partner engagement
More consistent, credible digital presence across channels
Optimized website pathways improving user flow
Less internal friction through operational alignment
Faster communication cycles with fewer errors or inconsistencies
The Impact
The partnership helped BWTT strengthen its national leadership in tech innovation while improving attendee experience, sponsor confidence, and operational clarity.
A unified communications ecosystem
A repeatable marketing engine for future conferences
Improved cross-team collaboration
Greater visibility for founders, speakers, and sponsors
A stronger brand presence and elevated digital identity