Delivering Smart and more connected automotive industry events
Client
Key Services
Event Strategy and Execution
Vendor Management
Sponsorship Management
Content Development
Digital Marketing
The Challenge
Each year, ETAS, a provider of products and solutions for the development and operation of automotive software platforms, hosts escar USA, a forum for collaboration among leaders in the auto cybersecurity community – industry, academia, government – to discuss and address topics related to the evolving world of vehicle cybersecurity. ETAS has been involved with escar since the event was launched in 2003.
Coming off the heels of the COVID-19 pandemic, escar USA organizers needed help in creating a virtual event in 2021. Initially requesting marketing and logistics support from WayPoint, eventually ETAS engaged the WayPoint crew in all aspects of the event, outside of speaker selection – logistics, sponsorship and speaker management, marketing, attendee communication, registration, content creation and onsite support.
Our Approach
First up was learning everything we could about the event – who attends, challenges in making it virtual, what platform do we use to produce a virtual event and more. Taking that information, we set out to find the best way to host an engaging event. Our team identified a platform that would address the unique requirements of our speakers and sponsors, as well as provide “networking” opportunities for guests.
With the platform secured, we focused on communication and training with all event participants to ensure they felt comfortable with the new tool. The 2021 event was virtually attended by nearly 300 participants and served as a gateway for future in-person events.
In 2022, it was back to live events, and our involvement increased to full marketing and logistics. We revamped the event messaging, created timelines for activities, updated marketing materials, developed social media, managed sponsor and speaker management, and integrated some escar-specific activities, including an event website with the agenda, presentations and more.
After the first year of increased involvement, we walked away with a lot of ideas on how to improve the process from a planning perspective, as well as the overall experience of our attendees, speakers and sponsors. Processes and communications were streamlined, sponsorships were expanded and digital marketing activities were refined. This focus on continuous improvement carries through to today.
Results
Despite various changes throughout the years, escar USA remains true to its foundation, offering quality discussions from invited speakers and blind, peer-reviewed papers, as well as networking opportunities for attendees. It also continues to be a self-funded activity, covering costs through sponsorships and registrations.
Each year, an average of 200 automotive cybersecurity professionals attend, and 14-16 companies sponsor the day-and-a-half event. Post-event survey responses from attendees consistently show satisfaction with the event’s content, organization and networking opportunities.
WayPoint continues to facilitate the escar USA event on behalf of ETAS.
