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How MinterEllison boosted legal event attendance by 26% with ON24

CASESTUDY Minter Ellison Console 1920x1080

  • 26%

    YoY increase in live attendees

  • 13,000

    engagement interactions across 10 sessions

  • 10,350

    Exceeded year’s stretch goal with 10,350 live attendees

Capabilities

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

Introduction

MinterEllison, a legal firm based in Sydney, transformed its flagship CPD Legal Studio event by switching to ON24. With centralized registration, built-in certification and real-time engagement data, the team delivered a smoother, more personalized experience to thousands of legal professionals. ON24’s platform didn’t just streamline registration; it helped MinterEllison boost attendance and engagement while helping legal professionals acquire required CPD credits. 

Problem

Every year, the marketing and events team at MinterElison, a legal firm based in Sydney, Australia, hold a 10 session event named CPD Legal Studio which is centered on helping legal practitioners earn their required continuing professional development (CPD) credits. Over the years, they used several different webinar platforms to host this event and hadn’t found a platform that fit all their needs. Registration for the event was often cumbersome because attendees had to sign up for each session separately and post-event surveys revealed that attendees found the event experience “clunky” and not personalized. 

Because these events brought in thousands of attendees and is considered one of the largest events of the year for the firm, the team needed to find a platform that would help them deliver an engaging, personalized and educational experience for the legal practitioners while also handling the sheer load of attendees. They also wanted a platform that offered integration with their CRM and access to engagement data for better reporting.

“The feedback from our clients was overwhelmingly positive. They told us we’d truly raised the bar—both in how we ran the event and in delivering a user experience that felt polished, intuitive, and far beyond anything we’d done before.”

Craig Huxtable, Senior Marketing Systems Manager, MinterEllison

Solution

When looking for a new platform for their CPD Legal Studio event, ON24 was recommended by a colleague of MinterEllison’s National Client Engagement & Event Manager, Sarah Wallace. Although ON24 was beyond their initial budget, the team was able to demonstrate to leadership why they would want to spend more and how the investment would enable them to keep up with the market. Wallace explained the rationale behind the need for a robust platform, “You can’t be delivering a topic on tech and cypher and have a platform that’s falling down in the background.”

The team was able to optimize the user experience even before the live sessions began by offering multiple session registration for the event on their ON24 Engagement Hub. “I think it’s really elevated everything having the Engagement Hub because we’ve got a centralized location for people to either register or watch content,” said Wallace. “I think that’s where it brings it all together for a reason to keep coming back.”

Because the purpose of the event is to help legal practitioners keep up-to-date on their CPD credits — offering 10 sessions, each of which cover one CPD of the ten required per year — the team put a lot of emphasis on ON24’s ability to offer a positive certification experience. “The certification model was a game-changer. With other providers, it’s a manual, time-consuming headache. ON24 made it seamless—finally solving a pain point that’s plagued us for years,” said Wallace.

Results

The first year of running their event using ON24 was successful and exceeded their goals. The 10 sessions saw a total of more than 10,350 attendees — a 26% increase over the year before. Engagement is an important metric to the team so they are pleased that they saw 13,000 instances of engagement across the sessions. 

Attendee reaction to the event was refreshing. Craig Huxtable, Senior Marketing Systems Manager at MinterEllison reports. “The feedback from our clients was overwhelmingly positive. They told us we’d truly raised the bar—both in how we ran the event and in delivering a user experience that felt polished, intuitive, and far beyond anything we’d done before,” said Huxtable.

“The certification model was a game-changer. With other providers, it’s a manual, time-consuming headache. ON24 made it seamless—finally solving a pain point that’s plagued us for years.”

Sarah Wallace, National Client Engagement & Event Manager, MinterEllison

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