Client: |
BP Shipping |
Conference: |
alltogethernow |
Destination: |
Singapore |
Venue: |
Shangri La Rasa Sentosa Resort |
Date: |
29th – 30th June 2011 |
Number of delegates: |
72 |
Production: |
AV Network |
Pre-event planning
The client brief asked for the selected agency to create four conferences in Singapore, the UK and Chicago to engage all shore-based shipping staff around the world.
While the delivery of these four events followed the same format, the focus of this case study is the first, and original, event in Singapore for 72 delegates.
Pre-event the initial communication drove invitees to a custom built registration website branded under the ‘alltogethernow’ theme.
The data received from the website assisted the full delegate management and logistics service that was required.
Challenges
This would be the first event of its kind in BP Shipping’s history and the expectation was set high for their selected agency to deliver an ‘event’ rather than a conference that inspired and motivated each and every delegate.
It was specified that all conferences must deliver the same delegate experience and strategic content with careful consideration being given to the regional relevance for each location.
The core challenge for the team was the very short lead time between being awarded the project and the delivery of the first event in Singapore. It was only 11 weeks from first pitch to first event.
This affected the physical delivery constraints of supplier/venue liaison as well as the pressure to design informed content that was delivered in new and engaging formats.
Through a strong project team and exercising of existing relationships with partners, the logistical challenges were overcome and a content producer was deployed within BP Shipping’s offices to gain a comprehensive understanding of their business operations and challenges.
Objectives set
It was BP Shipping’s overall objective to bring teams of people together from across the business to appreciate and celebrate the vital role BP Shipping plays in supporting BP business as a whole.
The objectives of the conference were clear and defined:
- Teamwork
- Energise people
- Strategy
As an agency, we were determined to also set a fourth objective of ensuring measurability of return on investment.
Solutions
Full on-site event management was provided to facilitate all elements of the conference.
From receiving the brief, our intention was to focus on strong content, delivered dynamically throughout the two days. We achieved this by breaking down the two-day agenda and indentifying the key delegate touch-points and then aligning them to the initial objectives set by the client.
Secondly, we employed the use of technology to help us measure engagement and return on investment. The technology chosen was the SpotMe networking tool that instantly enabled us to meet several of the engagement objectives.
In addition to these, and to ensure that BP Shipping was getting maximum return on its financial investment, we also worked with the SpotMe developers to push the technology’s capabilities further to deliver delegate-driven content sessions.
The four touch points were broken down as follows:
- Core Business Content – sessions that must be delivered to all delegates
- Business Area Breakouts – four sessions designed to place delegates ‘in the shoes of’ different areas of the business.
- Organised networking activities
- Informal networking activities deployed during breaks
All four touch points were designed to give a variety of engagement mechanisms throughout the two days. The SpotMe system then enabled us to measure the effectiveness of each session.
Client verdict
The initial client response was incredibly positive with particular mention being given to our consideration to deploying engagement mechanisms at every stage.
Our direction required the client to revise their allocated budget to allow for the use of networking technology that was deemed too important not to use in the event.
“Massive thanks for a great event. Personally I think we smashed it out of the park, please can you pass on my thanks to the team.”
Adam Smith
Media & External Relations Manager
BP Shipping
Post-event analysis
SpotMe Connections made at Singapore event:
Singapore (70 pax) – 4,892
Event Evaluation:
My understanding and knowledge of how all the teams function and why has:
Vastly improved: 43%
Improved: 56%
My understanding of how my individual role contributes to the overall success of shipping has:
Vastly improved: 39%
Improved: 54%
Images
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