Automating Event Success: 2024 Arkansas SHRM Conference
In the dynamic realm of event management, orchestrating sponsors, exhibitors, speakers, and attendees demands precision, adaptability, and seamless coordination. This case study spans two consecutive years of work with the Arkansas Society for Human Resource Management — a partnership that began with rebuilding their custom web application in 2024 and continued with a fully redesigned conference website in 2025. Read about the evolution of this multi-year engagement and discover the lasting impact it has had on efficiency, communication, and overall event success.
Customer Name: Arkansas SHRM Conference & Expo
Industry: Human Resources / Non-Profit
Size of Business: Large-scale 501c3 non-profit with operations spanning Arkansas
Client Story
The annual Arkansas SHRM Conference and Expo serves more than 450 human resources professionals every year and offers one of the best opportunities for organizations to connect with the leaders of the HR profession. They have been working with us for several years, evolving and growing a custom-built conference system online solution. In 2024, after a comprehensive assessment, we added significant new functionality to their existing platform. Then in 2025, we designed and developed a brand-new, full-featured conference website — bringing their event digital presence to the next level with a fresh theme and an expanded set of online capabilities.
The Business Challenge / Opportunity
The Arkansas SHRM Conference had long relied on volunteer-based committees to manage the conference year over year, which created challenges around information continuity and process consistency — both online and offline. Manual tasks fell to each volunteer to figure out, reducing committee productivity and making administration more difficult as the event grew in size and complexity.
By 2024, it was clear that the conference needed a more robust, automated platform to attract and retain quality committee volunteers while supporting a growing roster of sponsors, exhibitors, speakers, and attendees. And by 2025, the organization was ready to take that foundation further — launching a fully reimagined conference website built around a bold new theme, designed to capture excitement for the event and deliver a seamless experience for every type of visitor.
Our Process
2024: Custom Conference System Upgrades
At the start of our 2024 engagement, we conducted a comprehensive assessment of the existing framework, identifying pain points, gaps, and areas ripe for improvement. The result was a targeted automation roadmap that added meaningful functionality across every facet of conference management.
Admin Dashboard
Centralized access to comped links for registrants and sponsor levels, with real-time stats including current registrant counts, approved sponsors, and approved speakers.
Schedule, Session, Programs, & Keynotes
Automated management of conference schedules, sessions, programs, and keynote speakers — reducing manual updates and keeping information consistent across the site.
Speaker Automation
Enhanced speaker management with automated workflows for presentation uploads and bio submissions, removing the back-and-forth that previously burdened volunteer coordinators.
Sponsorship Automation
A comprehensive sponsor portal with online sign-up and payment options, automated approval workflows, and dynamic recognition page updates as new sponsors came on board.
Exhibitor Automation
Upgraded exhibitor registration with add-on sponsorship package options, automated approval and posting processes, and automated booth number assignments.
2025: A New Conference Website — “Lights, Camera, HR Take Action!”
The Arkansas SHRM 2025 HR Conference & Expo brought together HR professionals from across the state for three days of learning, networking, and industry-leading insights in Rogers, Arkansas. To support the event, we designed and developed a dynamic, full-featured conference website at HR-2025.org — a centralized hub where attendees could register for the conference, submit speaker proposals, and where organizations could sign up to exhibit and sponsor.
Built around the bold “Lights, Camera, HR Take Action!” theme, the site captures the energy and excitement of the event while delivering a seamless, professional experience on every device.
Results
Enhanced operational efficiency
Streamlined processes and reduced administrative overhead freed up volunteer time and allowed committees to focus on what matters most — running a great conference.
Improved attendee engagement
Seamless registration processes and enhanced communication channels created a smoother experience for the hundreds of HR professionals attending each year.
Increased sponsorship participation
Comprehensive online sponsor sign-up and automated approval workflows made it easier than ever for organizations to participate — driving increased sponsorship revenue year over year.
Elevated exhibitor experience
Automated exhibitor registration, booth assignments, and improved communication channels reduced friction and improved satisfaction among exhibitors.
A scalable, evolving platform
What started as an upgrade in 2024 became a foundation for continued growth — demonstrated by the full redesign and re-launch of the conference’s digital presence in 2025.
Customer Perspective
“Partnering with Shield Bar Marketing (formerly known as Copper Cup Marketing) was instrumental in driving our HR transformation journey. Their expertise, guidance, and innovative solutions have empowered us to navigate complex challenges, enhance attendee experiences, and drive sustainable business growth. The outcomes achieved have surpassed our expectations, and we are excited to continue our partnership to drive further innovation and success.”
– Website Chair, ARSHRM Conference
Conclusion
From the custom automation upgrades that streamlined committee operations in 2024, to the vibrant, full-featured conference website launched under the “Lights, Camera, HR Take Action!” banner in 2025, our work with the Arkansas SHRM Conference demonstrates what’s possible when technology is tailored to the real needs of an organization. By investing in solutions built specifically for their event — and continuing to evolve those solutions year over year — the Arkansas SHRM Conference has become a more efficient, more engaging, and more impactful event for everyone involved.