The Wisconsin County Highways Association (WCHA), a nonprofit association representing Wisconsin’s 72 County Highway and and Public Works Departments, recently partnered with Impact to refresh their annual event with key goals in mind:
Increase attendance
Grow revenue
Attract younger members
Create a more professional event experience
Together with WCHA leadership, the Impact AMC team took a fresh look at the event strategy and implemented several changes, including moving to a new venue, launching marketing efforts earlier, and establishing a formal sponsorship structure and prospectus to create more valuable opportunities for sponsors and exhibitors.
The results were impressive:
Attendance increased by 12%
Event revenue grew by 43%
Sponsorship revenue increased by an amazing 157%
The new venue generated excitement among attendees, sponsors, and exhibitors while providing a more polished environment and supporting higher registration rates.
“As Executive Director of WCHA, I’ve seen firsthand the value Impact Association Management brings to our organization. Their proactive approach and innovative prospectus strategy have significantly improved our conference revenue performance.
It all started with the effort Impact put forth on finding the right venues for us. Our team, made up of WCHA and Impact personnel, worked together to enhance and optimize our approach to conferences. The Impact team operates as a true partner—aligned with our mission and invested in our success.”
Patrick Vander Sanden, Executive Director, WCHA
How did we do it?
With the right strategy, even long-running events can feel fresh, profitable, and more aligned with where an association wants to go next. Read the full deep dive on Impact’s steps and strategy to review, reframe, and refresh WCHA’s annual conference.