Case Study: Workday achieves sustainable, high-engagement events with George P. Johnson (GPJ)

Workday increases live attendance 4% with George P. Johnson

Workday, a leading provider of enterprise cloud applications, partnered with experience marketing agency George P. Johnson (GPJ) to produce its annual Workday Rising conference. The challenge was to create a unique and powerful event experience that reflected the brand's values, with a new focus on establishing a carbon baseline and designing the event to align with Workday’s commitment to sustainability and social stewardship.

George P. Johnson implemented a solution that included prescriptive attendee journeys, curated content funnels, and hands-on activations. A key initiative was integrating four pillars of sustainability into the event design: carbon measurement, sustainable supply chain, waste reduction, and engagement. The results were significant, with live attendance exceeding its target by 4% and digital attendance surpassing its goal by 33%. The event also increased its decision-maker audience by 33.6% year-over-year and reached 66% of its 90-day sales goal within the first 30 days post-event.

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