In my first year as head of the event, we drove 1.5M participants worldwide. In my second year, I drove 21.2M participants worldwide.

The Challenge

The RootsTech conference is the largest genealogy conference in the world. For the first 10 years, the conference was held in Salt Lake City, UT as an in-person conference with only 40k attendees. When the pandemic hit, the challenge was how to take an in-person conference, make it virtual and expand the global footprint of the business.

The Process

As head of marketing for the event, I used three specific strategies to grow the event, both for the 2021 and 2022 virtual events.

  1. Localize, don't translate - Creating and promoting content in language that was relevant to the specific area of the world had a tremendous impact on engagement. In short, we gave people online event experiences (videos, really) that were promoted to them in their language and in channels they frequented.
  2. Highlight the fancy stuff - We had several guest speakers including Matthew Modine from Netflix's Stranger Things. We put together a whole campaign about how family history can be strange, but also wonderful.
  3. Value, value, value - Every few days, we would send an email to our list with some new activity, video, fun fact or whatever to keep them engaged. We tried to make all the stuff before the 3-day conference feel like you were actually at the conference. It really helped to get people excited.

The Solution

In my first year as head of the event, we drove 1.5M participants worldwide. In my second year, I drove 21.2M participants worldwide.

Skills Used

Paid Ads,Paid Ads,Paid Ads,Paid Ads,Content Marketing,Copywriting,Other,Email Marketing,Marketing Strategy


Nonprofit & Government

Results by the numbers

See what Mayple
can do for you

Put your e-mail in and we'll arrange a consultation call for you

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

More Case Study

Mountain Dew

In a health conscious world of consumers switching from sugary sodas to water and teas, Mountain Dew has always found ways to grow within the category. However, despite it's growth, Dew has struggled to recruit new drinkers into the brand and specifically having difficulties recruiting multicultural targets, even with a marquee partnership with the NBA. My work as Account Director at Ten35, the Cultural Agency Of Record, helped the brand gain relevance with a revamped recruitment strategy, redefined creative target and developed the creative articulation of new strategic idea.




Woolroom wanted to expand into the US with a positive ROI




We have a fantastic app, now how do we get users?

Art Services

They wanted a brand new website that would represent their brand


MelioGuide, a leading online provider of safe and effective osteoporosis exercise programs, encountered challenges stemming from the complexity of MailChimp. The Marketing team, responsible for all marketing and website operations, sought Mayple's expertise.

Oakland Museum of California

Unlock your museum's marketing potential with Mayple! Join the Oakland Museum of California (OMCA) on a transformative expedition toward enriched engagement, enhanced metrics, and sustained growth. Mayple's expert approach has reshaped OMCA's email marketing strategy, propelling them to new heights.

Global Edge Markets

Global Edge Markets operates at the intersection of business and digital marketing consulting in the bustling environment of New York. As a project manager, Daria plays a crucial role in orchestrating projects and closely collaborating with the business development department.

Feltman Brothers

In the realm of timeless baby clothing, Feltman Brothers, with a rich history spanning a century, faced challenges in navigating the nuances of modern marketing, particularly in email campaigns. This case study delves into how Feltman Brothers overcame their marketing hurdles through a transformative partnership with Mayple.