When serving as the Digital Marketing Strategist at the College of American Pathologists, I was tasked with leading the social media strategies, while also assisting with other digital marketing efforts.
Details: The Pathologists’ Meeting, took place in Orlando, FL, September 13-16
Challenges: We needed to secure a total of 1,100 registrants in a short time span. We began our push in late Q2. We were only at 400 registrants by May 2025. The annual meeting was set for September 13-16, 2025.
Time Span: 5 months
Organic Social Media Strategy:
Tactics Employed:
- Save the date messaging in the early stages of the campaign
- General promotional efforts to increase member registration
- Audiograms of speakers speaking on subject matters that would be discussed at the annual meeting.
- Social media takeovers from members
- 1 Member did the Instagram coverage for the annual meeting
- 3 CAP Members took over our Twitter/X page
- Testimonials from past participants
- Promotional push of key workshops
- Carousel posting of highlighted workshops taking place at the annual meeting.
- CAP Board video push to showcase the Pathologists’ Meeting
- We showcased a video message from President Donald S. Karcher, MD, FCAP to encourage members to attend the annual meeting
- PathPresenter, the CAP’s new AI playground that would be at display at annual meeting
- IG story prompts
Email Marketing:
Supported targeted trigger campaigns:
Past attendees of a previous annual meeting conference
Registrants who left items in the cart but did not register
Segmented member groups to receive coordinated emails: Residents, Fellows, Retirees, 0-10 years in practice
Inclusion in member generated newsletter to increase reach, with top placement: Advocacy News Update, CAP News Alert, Residents Forum, CAP Foundation, etc
Paid Social Media
We invested nearly $2,000 in paid media support:
We boosted 3 video postings across social, spending $700 in total ($350 on Meta and $350 on LinkedIn
We advocated $900 for a LinkedIn ad campaign targeting specific zip codes across and interest groups
Here’s how we did:
Results
I conducted a report and analysis of the CAP25 campaign with the support of Brandwatch. By labeling (or tagging) all of social media posts to collect key data throughout the time span of the campaign.
- Received 300,000 total impressions across social media
- There were nearly 30,000 unique total website visitors
- There were over 3,900 engagements across organic and paid social media
- Engagement rate average was 1.89%
- Campaign received nearly 7,000 link clicks across all digital properties
- We received close to 1,300 registrants for the 2025 annual meeting, exceeding our original goal of 1,100 registrants.
Moore Digital 