Project Description


The Brief

Spoke has worked with leading Caterpillar dealer WesTrac since 2019 to deliver a broad range of media, communications and engagement outcomes. Looking to amplify and extend content opportunities, and with the considerable constraints posed by COVID-19 to contend with, Spoke worked with WesTrac to devise, plan and deliver the equipment dealer’s first webinar. Leveraging a recent whitepaper created by Spoke on realising a return on investment from technology, the webinar aimed to explore several topics in greater depth while building the profiles of key WesTrac personnel and a long-term customer.

Our Approach

The project involved several components to manage:

  • Pre-recorded webinar video with an expert panel
    • Prepared script, discussion structure and engaged panel participants
    • Researched and finalised set location, furniture and décor options
    • Managed shoot day catering, bump-in and bump-out
    • Facilitated filming, production, editing and graphical overlays
  • Simu-live online webinar
    • Worked with the online event hosting software provider and took total ownership of all set-up and system management throughout the process, including creating sign-ups forms, email invitations/reminders and the event landing page
    • Uploaded pre-recorded video to the platform and completed technical troubleshooting to ensure readiness for broadcast
  • Live Q&A session
    • Set up live Q&A session on the event hosting page
    • Facilitated several practice runs with the panel participants ahead of the day
    • Managed the live Q&A session, navigating several IT issues that arose and ensuring availability of back-up solutions for network failures and other potential technical issues

The Results

  • 222 sign-ups – more than double the target amount
  • 93 live attendees (42% of registrants) – more than three times the target amount
  • 28% of live attendees also joined the Q&A session after the webinar
  • 40% of the registrants and 43% of the live attendees were potential customers
  • Produced an educational, thought-provoking video which will remain housed on the WesTrac website and available for on-demand access
  • Built the reputation of WesTrac as an industry leader for mining and construction equipment through ongoing promotion of the webinar
  • Proved the value of a new channel for WesTrac to showcase its expertise to audiences that matter

Access the webinar here.

Project Details




October 2021

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