Field and Event Marketing
Innovation in the Startup Nation
How one live event in Tel Aviv became a three-month, 31-activity content engine that drove 350 attendees, 25k video views, and a 30% increase in Mega Event registrations.
Year :
2016-2017
Company
Nefesh B'Nefesh
One event. Three months. A content engine that ran long after the lights went down.
The brief was straightforward: drive awareness of Israel's tech ecosystem and convert that awareness into registrations for Nefesh B'Nefesh's flagship Mega Events — large-scale fairs for prospective and recent Olim exploring relocation. The solution was a three-part integrated campaign built around a single anchor asset: a live tech-talk event I conceived, produced, and marketed from scratch.
The campaign was designed around a principle I still work by today: squeeze the asset. One event, executed well, becomes a video. A video becomes ads. Ads drive a landing page. A landing page converts leads. That's four channels from a single afternoon in Tel Aviv.
Part one : The event — Innovation in the Startup Nation Tech Talks
I conceived and produced the inaugural "Tech Talks" event: a full evening in Tel Aviv featuring five top Israeli tech leaders discussing innovation, opportunity, and what Israel's startup ecosystem meant for Olim professionals. Managed all logistics end-to-end — venue, speakers, AV, registration flow, and a 33-touchpoint promotion campaign spanning email, social, and word of mouth. The event sold out to 350 attendees drawn from NBN's existing community.
350 attendees · 5 tech speakers · 33 promotional touch points · Significant press coverage
Event Landing Page
Email Invite
Social Media Registration Push
Part two: The video — "Imagine Greater Possibilities"
Rather than let the event footage sit in an archive, I managed the production of a promotional highlights video built from the evening's content. The video was crafted to speak to the broader audience of prospective Olim — people who hadn't attended and might not know about Israel's tech landscape. Published across Facebook, YouTube, and LinkedIn, it generated over 25,000 views and drove meaningful engagement without requiring any additional live production budget.
22k Facebook views · 749 YouTube views · 196 likes · 79 shares
Part three: The conversion engine — landing page + paid social
With footage and momentum from Parts 1 and 2, I built the conversion layer. A dedicated landing page at nbn.org.il/tech-talks hosted event content, speaker clips, and a single CTA: register for NBN's February 2017 Mega Event fairs. A significant Facebook ads campaign featuring clips from "Imagine Greater Possibilities" and the individual speaker videos drove qualified traffic to the page. The result was a 30% YoY increase in Mega Event registrations, with 2,000 total prospects attending the fairs.
23k unique landing page views · +30% Mega Event registrations · YoY2,000 event prospects
What made it work
Audience segmentation across parts
Each part of the campaign spoke to a different audience segment. The live event served current Olim and existing NBN contacts. The video opened the funnel to prospective Olim who had never attended. The landing page and ads converted both into registrants for the next major milestone event. Same campaign, three distinct conversion moments.
Content with a second life
The camera was in the room for a reason. Filming the event wasn't an afterthought — it was part of the plan from day one. By producing content that could be repurposed into a short-form video and cut into ad-length clips, one afternoon of production work powered three months of distribution.
Press amplification
The event attracted coverage from the Jerusalem Post, which covered how NBN was helping Olim navigate Israel's tech ecosystem. Earned media extended the campaign's reach beyond owned and paid channels without additional spend.
Resources
Campaign Activity Tracker — 31 activities across 16 channels and 4 goals, tracked from first Facebook post to final paid ad. November 2016 – February 2017.
