The PBWC (Professional BusinessWomen of California) Conference is an annual one-day event that empowers women to achieve their ambitions and to realize gender equity in the workplace. The event aims to help both women personally and professionally, providing them with a rich skill-building and networking experience. By providing women with the opportunity to grow and connect with one another, PBWC hopes to improve equity for all womankind.
PBWC is a great opportunity for Bay Area companies to show their support for gender equity in the workplace, and the audience was made up of 97% women, most of whom work in the tech sector. This was an audience of early adopters, and PBWC knew that they could really harness a mobile app to elevate the PBWC experience and achieve their event goals.
"We wanted to provide attendees with a platform that would enable them to network and connect with one another in a meaningful way. The built-in Activity Feed really became a vehicle for for the women to share their inspiration; that was the one of our biggest successes."
Director of Communications, E2K Events
Building a Connected Community of Empowered Women
Event sponsors were also able to leverage the activity feed as a way to reach attendees and show their support for workplace equality. One sponsor, NetApp, hosted a post-conference networking reception, and they decided to use the app to publicize it. The reception got a great turnout, which NetApp attributes largely to their in-app promotion.
“One of the biggest difference between this year and previous years was the app,” one exhibitor said. “We posted to it religiously and we had so many attendees come up to our booth because of their posts in the app. It was a brilliant addition to the program.”
Using a Modern Tool to Promote Equity
One of the most useful features in the app was live polling. PBWC wanted to be able to check in with the audience about major issues pertaining to gender equity. But with over 5,000 people in attendance, a show of hands simply wasn’t going to cut it. Thanks to the DoubleDutch app, speakers were able to gauge audience sentiment instantly, with some of the polls eliciting as many as 1,200 – 1,300 responses.
“We loved using the DoubleDutch app because it is such a modern, cutting edge technological tool,” said Greenberg. “By using the app to promote women’s equity it not only elevated the experience and the event, but it also made the issues feel more modern and more relevant.”
An App as a Powerful Feedback Vehicle
Post event, PBWC has traditionally sent out a comprehensive, multi-page survey that usually takes about ten minutes to fill out. They use the survey to gather feedback and ensure they continue to deliver on their goal of improving equity for womankind.
Fifteen minutes after the event ended, PBWC sent a push notification through the app with a link to the survey – and got 300 immediate responses. When all was said and done, PBWC received 745 responses, which was a 66% increase over the response rate the previous year.
“The survey responses provide us with invaluable information that helps us better understand our audience, our successes and our failures,” said Greenberg. “We would not have received nearly as much great feedback if it hadn’t been for the app. We’re excited to use the app again next year and leverage the features even more.”
"We loved using the DoubleDutch app because it is such a modern, cutting edge technological tool. By using the app to promote women’s equity it not only elevated the experience and the event, but it also made the issues feel more modern and more relevant."