Marketing & Design Case StudyConquest: Melbourne's Easter Games Convention
Let’s take a dive into one of the most rewarding projects I’ve ever worked on – Conquest Games convention. This is a yearly event that takes place in Melbourne, Australia for the tabletop games community.
I first got involved with Conquest back in 2013 when I took over the development of their website. It was a pretty big undertaking, but I was excited to take on the challenge. And over the years, I’ve been able to do so much more.
By 2016, I had started managing Conquest’s digital campaigns, and soon after that, I was appointed president of the organizing committee. It was a lot of work, but I loved every minute of it. And I was able to use my digital marketing skills to help grow the event and reach a wider audience.
But in 2022, I made the difficult decision to step down from my position as committee president. However, that didn’t mean I was done with Conquest. Instead, I took on a new role as their PR and marketing director. I was still able to use my expertise to help the event succeed, but I had a bit more flexibility and freedom to focus on what I loved most – digital marketing.
Working with Conquest has been an incredible journey. And I’m proud to have been a part of their growth and success over the years. Who knows what the future holds, but I’m excited to see where this partnership takes us next.
Because Conquest doesn’t receive any commercial or government funding, I’ve chosen to offer my talents for free. Why? Because it’s an important experience for the local gaming community in Melbourne (and Australia).
Made their website responsive and easy to use on mobiles, allowing easier access to more visitors.
Used SEO to get the site found on Google for relevant phrases, such as “Dungeons & Dragons Melbourne”, which is a highly competitive space.
Used email marketing to inform and retain returning attendees.
Used an organic and paid social media strategy to grow our community.
Between the 2021 and 2022 conventions, attendee numbers grew by 45%!
What did I do for Conquest?
Upon taking over the website design in 2013, it became important to design for mobile (responsive design) as previous iterations of the website didn’t offer this feature. From 2014 to 2016 I created custom WordPress themes from scratch. In 2022 I rebuilt the website using the Divi theme, to make it easier for our committee members to edit content.
Since 2016 I have taken over operation of Conquest’s email newsletter. I have designed the custom email template, and usually write the messages with assistance from the committee. Conquest sends out emails as often as needed – with frequency increasing as the convention gets closer.
Up until 2022 I have managed the Instagram and Twitter profiles for Conquest. But as of 2022, Instagram is now being contributed to by our committee members, with my direction. I also share responsibility of looking after the Facebook page with the other committee members.
From 2014 to 2021 I have used Adobe InDesign and Illustrator to produce posters for the annual games convention. (“Emily” illustrations have been provided by various artists.) I now currently use Canva to produce our social media graphics for Facebook and Instagram.
Feedback from the committee
Here’s what members of the Conquest team have had to say!
“Lou has completely rebuilt our website, and in doing so has created a site that any committee member is able to maintain and update with new copy, artwork and improvements to functionality in the future. Lou worked closely with our committee to determine our website requirements, and has been in frequent and proactive contact with us to ensure the site functions as successfully as possible, and also to suggest and implement improvements as our needs change.”
Don’t just take my word for it! This design and marketing case study for Conquest would feel incomplete without the proof!
You're welcome to get in touch if you are a past client, or want to ask a question about marketing your business or gaming event. ✌🏻