In 2020, the world had transitioned to working and meeting entirely online. To ensure that we continued to drive social good, we knew we had to do the same with bbcon, our annual tech conference. We looked at this global shift as an opportunity to rethink change—to reimagine bbcon and to make it bigger and better than ever.
To get prospects and customers to see that bbcon was the impact-driving, can’t-miss, do-more conference of the year and to get them to participate in the event and share their learnings post-conference, we had to drive home the fact that connections could still happen, stories could still be shared, skills could still be learned, and impact could still be made. They would all just have to happen differently. So, bbcon 2020 became bbcon 2020 Virtual, the tech conference for a better world—a completely free and virtual event.
The results? bbcon 2020 Virtual had a world-wide registration of over 37,000 and 100+ expert-led sessions on the needs of its global audience over 3 days.
Promo video—creative strategy, direction, and production by our in-house team; followed by photos from behind the scenes
To keep the event fresh and exciting, we changed more than just the way people accessed it. We updated the conference’s tagline and descriptor to be more descriptive about what bbcon is. The new tag, “bbcon: The tech conference for a better world,” truly embodies the environment of the experience and the attitude of those who attend it.
The updated conference descriptor better reflects what participants could expect:
bbcon is the ultimate conference experience for every person and organization using technology to build a better world. And this year’s virtual gathering is free for all to attend. It’s where you go to connect with your community—to be inspired, energized, equipped, and empowered to do what you do BETTER and BIGGER than you ever could before.
Samples of designed promotional emails
The visual identity that we developed for bbcon 2020 Virtual focused on a specific application of our Ecosystem of Good® brand graphics. The growing pixel shapes represent the idea of participant’s expanding impact. Attendees are able to share their new insights and learnings with their organizations, which in turn, creates a positive impact on the world. This bbcon-specific application of the pixels adds visual depth through semi-transparent layers and creates a “ripple effect.” The graphics are paired with various photos to customize assets for each vertical audience. Without imagery, the techy pattern carries the visual identity on its own.
The new tagline, descriptor, and visuals focused on the unique conference differentiators: that this was the first-ever live global audience with unique networking opportunities, less budgetary limitations, and more opportunities for professional development. In short, it was a global event that the whole world could participate in and walk away feeling inspired and ready to take on whatever's next.
Wide variety of ads for digital retargeting and social media—from open registration promotion, to new speaker announcements, and day-of hype
Social media graphics for speaker promotion
Animated session speaker introduction
Lower-third animation for session speakers
bbcon logo animation played before mainstage sessions
Reimagining Connection: Hear from Blackbaud Chief Marketing Officer Catherine LaCour on how the company pivoted to bring a world-class tech conference to the entire social good community—all free and virtual—to continue to grow skills, expertise, and inspiration during an unprecedented year.
