Driving Attendance for the 2025 World Angus Forum
How Forrest Contact helped Angus Australia Engage Members in Under a Month through Personalised Outreach
In early 2025, Angus Australia was preparing to host one of the global beef industry’s most significant events, the 2025 Neogen World Angus Forum. As part of a marketing case study that highlights real-world event promotion challenges, the organisation faced a major hurdle — with just over five weeks to go, registration numbers were still behind targets, and awareness among Angus Australia’s extensive member base remained lower than expected.
Bridging the Final Gap
Member Engagement at Speed and Scale
Despite strong digital marketing, PR and media performance in the final 10 weeks before the Forum, Angus Australia still faced one major gap: direct member engagement.
Many members were unaware of the event or unclear about the value of attending. With over 3,500 members nationwide and only weeks to act, the organisation needed a fast, professional and trusted partner to carry the message, personally and at scale.
To boost last-minute registrations and maximise engagement, Angus Australia enlisted Forrest Contact to deliver direct, conversation-based outreach to members, an essential piece in a complex, multi-channel campaign
Rapid Outreach, Real Conversations
Forrest Contact was engaged to support Angus Australia’s campaign with a three-week outbound call campaign, contacting every member on the provided list to:
- Personally inform them about the World Angus Forum and related events.
- Highlight the benefits and unique nature of the Forum (a once-in-a-generation opportunity).
- Encourage registration and share key event details such as dates, pricing and logistics.
- Follow up with relevant links or booking information via email.
The campaign was launched within two weeks of engagement, mobilising quickly to meet the tight timeline.
The Strategy
Our approach was intentionally personal and informative; not pushy or sales-driven.
Tone of Voice
Conversational, professional and value-driven
Message Focus
The communication centred around the idea that “We didn’t want you to miss this,” positioning the Forum as a key opportunity for learning, networking and connecting with fellow breeders and producers.
Flexibility
While the team assisted members with registration when needed, the primary goal was to inform, encourage and empower members to complete their own registration.
Prioritisation
Outreach began with members located furthest from the event, acknowledging that travel time and drought conditions in certain regions could influence their decision to attend.
Forrest Contact achieved a 49% contact rate from a list of 3,565 members, an exceptionally high result in the industry.
The Results
Our outreach significantly boosted awareness of the World Angus Forum among Angus Australia’s national member base and generated overwhelmingly positive feedback, with many members expressing appreciation for the personal touch and timely reminder.
Forrest Contact delivered this support with minimal client oversight, allowing the Angus Australia team to stay focused on broader campaign activities. Our outbound engagement played a critical role in amplifying the impact of digital, PR and advertising efforts, increasing visibility, strengthening intent and securing registrations. Start personalised lead-generation and customer engagement support today.
Campaign Impact
938
Registered delegates
for the World Angus Forum.
4,000+
Attendees to
the Zoetis AngusEXPO
Full sell-out
Of the gala dinner, cruise and
tour programs.
50+
Media placements, national TV coverage and more than 10,000 website visits in the second last campaign week.
“We were able to take the problem they were facing and run with a solution in a very timely manner. Angus Australia were hands-off and trusted us to get the job done.”
— Renee Beck, Forrest Contact
Why It Worked
Agility
Forrest Contact mobilised within two weeks, scaling calls rapidly and efficiently.
Empathy
Our team was able to tailor conversations based on member location, circumstances and concerns.
Alignment
The tone, timing and delivery were fully aligned with Angus Australia’s broader brand and campaign strategy.
Trust
Angus Australia didn’t need to micromanage, they trusted Forrest Contact to represent their brand professionally and reliably.