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Driving Audience Engagement and Event ROI with Virtual Events

Established in 1909, Penton Media’s American City & County (ACC) Magazine is the voice of state and local government, providing city, county and state officials with news and information about government trends, policy alternatives and operational solutions in both print and online editions. In order to make valuable connections with its readership and deliver cutting-edge information about applied technology in the government market, in 2008 Penton adopted what was then a revolutionary new virtual communications tool, virtual events.



The Pioneering State and Local Government Summit

Sponsored by Microsoft, the State and Local Government Summit was developed to more effectively connect with officials of local and municipal governments and to engage ACC’s audience in new ways. Utilizing the ON24 virtual events platform, the summit delivers updates on new technology and places solutions in an operational context – enabling governments to better serve their constituencies through smart and efficient technology decisions.

As the event has grown, Penton and Microsoft have continually improved the quality of the content and brought in a growing audience of decision makers, including CTOs and other high-level executives. Presenters from state and local governments have been on hand to provide real-world examples of successful technology implementations and to share their experiences with colleagues and peers.


Yearly Growth, Audience Engagement and Event ROI

The State and Local Government Summit has become a leading government IT event and continues to be the “go-to” resource for learning more about new technologies such as cloud computing and mobile applications.

Attendance in the virtual events has nearly doubled each year, going from 600 in 2008 to close to 2,000 for the fall 2011 event. Leveraging the ON24 virtual events platform, Penton and Microsoft have maintained messaging consistency while improving the quality and effectiveness of webinar content. The fall 2011 event was recognized with a Virtual Communication Excellence Award from the Content Marketing Institute (CMI) and ON24 for performance and ROI, and, after working together for years, ACC and Microsoft have become a seasoned group, with a focus each year on high-quality, engaging content.

With the summit now in its fifth year, American City & County and Microsoft have achieved exceptional results:

  • Attendance: 1,900+ for the fall 2011 event (up from 600 in 2008)
  • More than 1 million impressions
  • Increased frequency: now offered twice per year