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Case studies have been used in various businesses as powerful marketing tools. They provide an invaluable record of how a company interacts with its clients and the nature of this interaction. They describe how a client has benefited from a company's product or service. In some way, they are stories. Thus, they could be in the form of an article, a video, or a podcast.
The use of case studies is widespread. They are used in the academic world to put forth compelling points. They have also been used in academia to draw valid and sound inferences. In the corporate world, a case study could be used to prove the merits of a proposed project. In government and semi-autonomous units of government, case studies have been used in planning and assessing the impact of policy and programs.
Therefore, regardless of sector, knowing how to write a case study is quintessential. This is just as important when it comes to events. It is one of the best ways to prove the worth of an individual, product, brand, service, policy, programs, and project. In light of the above, this article will give the best tips on how to boost event marketing and write great case studies about your events like a professional writer.
Find the Best Event to Write About
A compelling case study needs to revolve around these three elements:
- A challenge or need that had to be met.
- The solution to this challenge and its application.
- The benefits that were gained after the challenge was solved or need was met.
Many event companies organize and hold numerous events in a year. However, when they are showcasing their events, only the best are selected. It is true that not all events go as planned, and some might end up being complete failures. Even so, in the adverts and case studies of these companies, you only get to see and read the best events of the year.
The rationale behind this is that people love to hear a good story. They are inclined to read good stories and news, and may often ignore those that are mediocre. Therefore, you should capitalize on this and only write case studies of your best events. Ensure that you identify the need that was to be met in the event, the solution and the resultant benefits. Make the events look genuinely interesting. This will incentivize your readers to read the case study in its entirety.
Choose Your Case Study Participants
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All case studies require participants. If you want particular participants, ensure that you give clear communication so that you can carry out the case study in an organized manner. Contact them in ample time; you can email then follow up with a call. Determine what you will need from the participants and share this with them.
Choose a Writing Structure
The basic writing structure that’s used in writing case studies is as follows:
- The Title
It should be catchy and short. It should highlight the greatest achievement of the event. Add some elements of curiosity when writing it.
- The Executive Summary
This section is usually brief. It should comprise of one page that gives a summary of the entire case study. When writing it, use bullets to show the order of actions that made the event successful.
- About Page
This page gives a description of the company or person that’s in charge of organizing the event. You could pull this information out of your company or personal LinkedIn profile. It serves to introduce you to the readers.
This is where you write about the challenges, needs, and issues that the customer was facing before they used your services. You could also write about the objectives that the customer had when they were contracting out your services.
- Your Input
This section should comprise of what you did to meet the needs of the customer. It describes how you helped and how you came up with a solution to the issue at hand. Describe the finer details of what you did and provide explanations for certain courses of action you took.
- The Results
This section comprises of the implications of your event organizing or planning service to the customer. It is more of a testimonial from your customer of how you handled the event to their satisfaction. The notable successes should be mentioned. It is also advised to quantify the impacts in numbers for a vivid description.
In all of the above sections of your case study, make a point of including an image or video from the actual event to make it more appealing. It helps the readers to visualize your events. You may also add powerful quotes that are in line with the story that you’re telling. It makes the case study even more compelling.
Write your Story with Life
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When writing the content of your case study, ensure that you add life to it. This is the best way to write about an event as it engages your readers.
Make the title as catchy as you can with specific consideration on the type of event. Use a descriptive title that’s somehow controversial. This is how it will grab the attention of the reader. For example: If it is a product launch, you can write: "Microsoft releases the best Operating System in America!" This is catchier than: "Microsoft product launch 2017."
Another crucial factor that gives life to your story is visual information. This includes images, infographics, and videos. They complement the text and make the story more vivid. Ensure that you add the best photos and videos of the events. Select those that captured unique moments and real-time actions. Nothing describes an event better than imagery and videos.
It is advised to avoid jargon. It is never appealing! Also, if you use any acronyms, ensure that in the first instance, they are written in full followed by the abbreviation.
Give a Customer Focused Testimonial
The central and most important part of writing your case study is the customer. They are the sole determinants of whether your event met their objectives. Through their testimonials, they can posture you in a good or bad light.
At times, it may be necessary to coach a customer to avoid cliché testimonials. You should aim at getting natural and superior testimonials so that it has more impact. The reader should be able to connect with the customer and relate to what they are saying. You can use a video testimonial to capture this.
When doing an acknowledgment, it is a twofold ordeal. First, you should acknowledge any person who provided assistance in handling the event. Give them some recognition for enabling you to make the event a success. Secondly, acknowledge any person that assisted you in the writing of the case study. They should have directly assisted in the preparation of the case study. You may also thank your customer here, though it is not imperative.
Review the Case Study
Do a thorough check on your case to ensure that there are no inconsistencies and errors of writing. Use peer review to get a second opinion on the case study before you publish it. Approach experts who know how to write a case study and ask for their opinion. It is also vital to showcase it to your customer for them to verify its accuracy. It serves as a courtesy to them.
Publish your Case Study
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When publishing your case study, choose the most relevant publication to your target audience. Approach various publishers that are of interest but do so one after the other. Apart from print publications, you can also publish your case study online. In today's Internet-oriented world, it will have more outreach.
The above-highlighted tips have been carefully selected and tested. If you apply them, you will write a great case study for your events like a professional writer. You will also benefit from increased conversion rates for your business in the long run.
Guest Author Bio: Lori Wade is a freelance content writer who is interested in a wide range of spheres from education and online marketing to entrepreneurship. She is also an aspiring tutor striving to bring education to another level like we all do. If you are interested in writing, you can find her on Twitter or Google+ or find her on other social media. Read and take over Lori’s useful insights!
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