Client

Thai MICE Connect

Industry

Government

Expertise

Digital Strategy & Execution

Definition

Thai MICE Connect is an E-MICE platform founded by TCEB (the Thailand Convention and Exhibition Bureau) to connect service providers with the people organizing MICE activities of every kind, ranging from workshops and seminars through to corporate outings. SUFFIX built the marketing strategy that grows awareness and engagement, separating campaigns for organizers and providers while producing content that connects both sides.

Objective

Increase awareness and engagement on the Thai MICE Connect platform.

Outcome

SUFFIX worked with the TCEB team to build a campaign strategy that separates the platform's users into two distinct groups, organizers and service providers. The team built specific promotion strategies for each group and produced content that speaks to both sides, growing platform awareness and supporting engagement from current and future users.

Increase awareness and engagement on the Thai MICE Connect platform.

Process

How did SUFFIX build the strategy for Thai MICE Connect?

Thai MICE Connect is a two-sided platform. SUFFIX worked with the TCEB team, starting by clearly separating users into two groups. The first is organizers, both independent organizers and in-house teams such as HR teams planning activities ranging from educational workshops to company social events. The second is service providers, including operators who specialize in seminar setup, hotel accommodation and facility providers, and providers of varied workshop experiences. From there, the team built a campaign strategy that does more than grow platform awareness. It supports actual use between the two groups.

Separate strategies for organizers and service providers

A two-sided platform calls for two different communication strategies. Organizers want to find service providers that match their needs quickly. Service providers want to reach customers who are looking for event services. SUFFIX built specific promotion strategies for each group, so organizers know about and can reach the services on the platform, while providers see the benefit of being on a platform where organizers are already active. This separation lets the messaging and content match each group's needs more closely.

Content connecting both sides for fuller use of the platform

Beyond the separate promotion strategies, SUFFIX produced content that speaks to both sides at once. The content was designed to show organizers that the platform carries varied service providers that match their needs, while showing service providers that there are organizers actively looking for services. The content covers MICE activities of every form, from small workshops and seminars through to large corporate events, so users on both sides can reach and get the most out of what the platform offers. All of it was done with the TCEB team to stay aligned with the government's goal of promoting the MICE industry in Thailand.