The event
The Guide Neighbourhood Network Conference
26th February 2007, Aston Villa Football Club, Birmingham

The brief
Guide Neighbourhoods are successful community organisations who have tackled issues such as crime, poor housing and unemployment in their community.

They are being funded by the Office of the Deputy Prime Minister's Civil Renewal Unit to pass on the lessons they have learnt to other community groups who want to tackle similar issues. The client wanted to host a national conference for these community groups. Unlike many conferences covering similar topics, they requested that this day should not be presented by academics or expert practitioners.  Rather, it should be led by resident and community groups telling their own stories about how they are transforming local neighbourhoods from within.

In addition to providing a stimulating and participative day the client wanted this to be a celebration of what has been achieved to date. With Government funding for the programme due for imminent renewal, the client was keen for us to capture and communicate successes to date.  

The challenges

• Format  In order to fully engage the audience (many of whom were would not be used to attending these kinds of events) an ambitions and highly participative one day programme was developed which included:
  
  Keynote speakers
  Case study presentations
  Interactive buzz sessions
  Exhibition (15 stands)
  Speed presentations and networking
  Worksop programme (7 workshops)
  Study tours to three local communities
  Panel discussion
  Networking drinks reception
• Venue We needed to locate a venue which was centrally located in the UK and which was close enough to a number of Guide Neighbourhoods so we could arrange study tours on the day. Also the venue needed to be able to cater to up to 250 delegates in plenary sessions, have an exhibition space for 15 stands, catering facilities for 250 delegates and have at least seven breakout rooms of adequate size.
• Marketing We needed to reach a broad mix of delegates. From residents and voluntary groups on the one hand through to regeneration and economic development officers form local authorities. Also appropriate ticket pricing needed to be set up and managed. 

The highlights

• Promotion We promoted the event with two separate email and direct mail campaigns to carefully selected databases. The first at 14 weeks before the conference and the second with 6 weeks left to go. Additionally a bespoke approach was made to 15 guide neighbourhoods where we created a sales pack for each neighbourhood. This included an assortment of coded discounted tickets for them to invite their associates and clients, printed brochures for them to distribute and letter templates for them to use.  We reached our delegate target numbers with one week to go before the event.
• Web site Using our printed brochure as a style guide, we created a bespoke web site for the event with online booking facilities. Delegates were able to review agenda details, workshop content and register online.
• Workshop administration During the run up to the event we kept in contact with delegates informing them of workshop session content and study tour options. We were able to pre allocate each delegate their session choices before the event and were able to provide them with a personalised itinerary on the day. Seven workshops were successfully delivered.
• Study tours During the afternoon delegates took part in study tours to three inner city communities in Birmingham. Coaches were organised to pick up and drop off delegates. Timing needed to be spot on and it worked very well.
• Speed Presentations So that exhibitors could get the opportunity to pitch to the maximum number of people we developed speed presentations where delegates could sign up for short 10 min sessions with each exhibitor. A quiz questionnaire was included in delegate packs. The answers to which were all to do with the exhibitors
  so delegates had to ask the right questions during the speed presentations to find the right answers.  Prizes were given out at the drinks reception (held in the exhibition hall) at the end of the day. 
• Conference DVD Our media production associate Andy Saunders was present on the day to capture the energy, enthusiasm and content on film. We then produced a short 10 minute DVD advert for the Guide Neighbourhood Programme which included vox pops, interviews and clips from the study tours. This video will be used as a marketing tool to secure further Government funding for the programme.

The outcome
One of the most complex and demanding one day conference programmes we have ever produced was delivered without a hitch. Delegate evaluation was extremely positive, and the client is already talking about next year.