Human Resources convention
CONARH is an annual convention of human resources professionals that, before Future Press, marketed the event exclusively to the old media through an old-fashioned public relations agency.
Tetra Pak Human Resources
Interview recorded by Future Press with Aluísio Fonseca, VP of Human Resources at Tetra Pak, speaker at one of the CONARH events.
After analyzing the audience of the Brazilian Association of Human Resources, organizer of the event, we understood that the entity attracted the interest of HR professionals in organizations, as well as consultancy specialists interested in speaking at the event. It is a fact that these audiences no longer get their information through the old media, but rather through web searches and social networks.
We adopted a communication model with a broad presence on social networks through a blog, YouTube video channel, social networks such as Twitter and Facebook and even recorded online lectures with experts and even during the convention. During our operations, the organization even began to attract HR professionals from other Portuguese-speaking countries, such as Portugal and Angola.