RenderATL

Transforming a Conference into a Global Phenomenon

Overview

RenderATL, the largest software engineering conference in the United States, was experiencing moderate growth when Briana took over as Marketing Director. The goal was to elevate the conference to a global stage, attract a diverse and international audience, and significantly boost attendance and engagement.

A group of five diverse professionals standing together and smiling in front of a large, vibrant backdrop at RenderATL.

Strategy

Briana led a multi-disciplinary marketing team, strategically positioning RenderATL as a must-attend event for software engineers worldwide. The approach included:

Global Outreach Campaigns: Targeted marketing efforts across international markets using localized content
Social Media Expansion: Aggressive growth strategies on Instagram, Facebook, LinkedIn, and Twitter (X) with compelling content, influencer partnerships, and paid ad campaigns
Content Marketing: Creation of high-value content, including blogs, webinars, and podcasts featuring industry leaders to build anticipation and engagement

A large, engaged audience seated at the RenderATL conference, with many attendees focused on the stage.

Results

Attendance Growth: Over 10,000 three-day tickets sold in 2024, with 84% attributed to social media and email marketing efforts
Global Reach: Significant increases in attendance from Asia, Australia, Europe, and Africa
Economic Impact: RenderATL generated $20 million in economic impact for the Atlanta area in 2024
Social Media Success: Social media following grew to 35,000 with over 5 million impressions

A screen printing machine with a design for RenderATL being prepared for printing on merchandise.

Objectives

Increase overall attendance by 25% year-over-year
Expand global reach, particularly in Asia, Australia, Europe, and Africa
Achieve a substantial economic impact in the Atlanta area
Grow social media following and engagement