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Clic+ – Robinson College

Task

The brief was to work with academic venue, Robinson College, to develop and publicise a free client event to promote the facilities of the college and to support the growth of the commercial business. The event was to be engaging so that the target attendees, who were UK event organisers from agency and corporate sectors, would gain an enriching and educational experience.

Whilst being tasked with launching and raising awareness both pre and post event, we also used our industry knowledge and experience to assist with developing ideas, content and sourcing speakers.

 

Robinson College

Action

We worked with Robinson College for several months in the run up to Clic+ helping with idea generation for the name, structure and content of the event, as well as sourcing keynote speaker, Zibrant’s Fay Sharpe.

We developed a communications plan which ensured that local, regional and national press were all targeted. Press releases announcing the launch of Clic+ and naming the key industry figures contributing were distributed to MICE press, which lead to the event becoming widely known as East Anglia’s first and only conference trade show.

An integrated social media plan, alongside relevant features and regular blogs and opinion pieces kept momentum of the event going in the press, as well as e-marketing initiatives sent to our database of over 5,000 buyers.

 

 

Results

Clic+ achieved coverage both pre and post event in several MICE publications, with journalists from M&IT, Conference News and Cambridge News also in attendance.

Following the event, Robinson College secured business from two new clients to the value of £39k and has received enquiries from several others.

Opinion from Clic+ was extremely positive, with a post-event survey highlighting the originality of the event and the rich and inspirational content, with one delegate commenting that other event conference organisers could learn a lot from what Robinson College has achieved with Clic+.

An ultimate goal for the college was to create an event that would run annually, growing both in delegate numbers and contracted business.  Due to the success of Clic+, we are already involved in the organisation of the next event in 2015.

 

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