Through the knowledge and understanding of relevant “hot topics” and key industry issues of interest to prospective attendees, the SHAZAM marketing team researched and collaborated internally and externally to procure respected industry experts to speak at the 2016 SHAZAM Forum. The development and implementation of a dynamic multi-channel marketing plan created awareness, peaked interest and offered a compelling reason for SHAZAM clients and prospects to attend the event. A new record-setting number of registrations, 342, was achieved. The creativity applied to the structuring and diversification of highly-valued networking activities and the added value of event app technology directly supported the 100% satisfied / very satisfied attendee rating (5% above goal). The 2016 SHAZAM Forum was, by all measures, our best event yet!