What About Our Sons? – The Conference

When purpose-driven events meet strategic digital marketing, the impact extends far beyond the room. For the “What About Our Sons?” Conference, Dr. Richelle Whittaker, educator, speaker, and host of the Raising Sons with Dr. Richelle Whittaker podcast, needed a comprehensive social media strategy to attract parents and educators to an in-person conference rooted in meaningful conversation and community impact.

Our role was to build awareness, drive registrations, and ensure the conference messaging reached the right audience through intentional social media management and digital infrastructure.

The Challenge

While Dr. Richelle Whittaker had an established audience through her podcast, Raising Sons with Dr. Richelle Whittaker, the conference itself required a clear digital path from interest to registration.

The challenge was twofold:

• Converting an engaged but broad audience of parents and educators into paid conference attendees

• Creating consistent, compelling social media messaging that educated, inspired, and prompted action without overwhelming the audience

Additionally, the conference needed visibility beyond existing followers, requiring strategic use of Facebook Events and network-driven promotion to expand reach while still targeting the right demographic.

Our solution required aligning social content, landing page traffic, and audience engagement into a single, conversion-focused strategy.

The Strategy

The goal was to position the “What About Our Sons?” Conference as a must-attend event for parents, educators, and advocates invested in the development and well-being of boys. With a strong existing personal brand and podcast audience, the challenge was converting awareness into conference registrations through targeted, consistent social media marketing.

The Work

We executed a multi-layered conference social media management strategy, combining web integration, platform optimization, and audience-driven content planning.

Conference Landing Page

A dedicated conference landing page was created and seamlessly integrated into Dr. Richelle Whittaker’s existing website to centralize event information, registration, and messaging. Conference landing page: https://www.richellewhittaker.com/conference

The landing page served as the primary conversion hub across all marketing efforts.

Social Media Management & Marketing Strategy

We took over Facebook and social media management to promote the conference, ensuring consistent branding, messaging, and audience engagement throughout the campaign.

Content strategy included:

• Conference registration reminders

• Speaker spotlights highlighting featured voices and expertise

• Ticket promotions and deadline-driven messaging

• Conference itinerary previews to build anticipation

• Purpose-driven messaging aligned with the podcast’s mission

Facebook Event Creation & Network Leverage

A Facebook Event was created to support discoverability and social proof. Leveraging Dr. Whittaker’s professional and community network, invitations were strategically distributed to increase reach and drive qualified registrations from an already engaged audience.

The Result

The campaign successfully transformed social media platforms into conversion-focused marketing channels that supported conference attendance and visibility. By pairing a clear landing page experience with consistent, value-driven social content, the conference gained momentum, increased awareness, and connected with its intended audience of parents and educators.

This project demonstrates how conference social media management, when executed with strategy and intention, can effectively bridge the gap between thought leadership and real-world engagement.