The event
Business Link National Leadership Forum
12 April 2005, London Art House

The brief
The aim of this conference was to give Business Link Operators the opportunity to work collaboratively and creatively with leaders at all levels across the business support network (Regional Development Agencies, Small Business Service and DTI) in order to:

• Showcase what the best organisations in the world are doing to improve their engagement, innovation and leadership
• Shape policy in the next financial year to support the development of the business support network
• Help delegates make real progress on the problems and opportunities they faced at work.

The challenges
To bring together a cross-section of senior managers who have different views and agendas. To get groups, who are traditionally unwilling to collaborate and share knowledge, to open up and work together towards a common purpose.

The highlights

• Venue sourcing We researched and recommended the London Art House as an eccentric and flexible venue that would provide a non-corporate and relaxed atmosphere conducive for creative thinking. With eight themed breakout rooms, from rococo to renaissance, and a main conference room painted with fluffy white clouds on a blue sky…this certainly was a break from the norm.
• Speaker sourcing We booked denim-clad Max McKeown, the UK’s funky answer to Tom Peters, and strategic adviser to four of the five most admired companies in the world, to share his insights and facilitate the day.
• Marketing We used email marketing and telemarketing to secure delegate bookings and used a series of teaser postcards to raise awareness and keep those who had booked intrigued.
• Creative production We gave delegates personalised fortune cookies. Paper table cloths and crayons so that table groups could capture ideas. Hidden conversation prompt cards under tables and chairs. Rock festival-style laminated badges and colour coded wrist bands. We created idea walls and took photos of delegate mind maps, which we emailed to them at the end of the day.
• Exhibition material We produced a range of banners, display boards, brochures, flyers, PowerPoint presentations and other exhibition materials especially for this event.

The outcome
The goals of the day were to foster engagement and encourage innovation. These  were certainly achieved. Evaluation scores were very high and barriers were broken. The event was highly participative and a number of practical ideas were taken forward from the day.