arinex

Background:

In 2009, arinex were appointed to manage the Inaugural International Advance Care Planning 2010 after a successful bidding process. Brainchild of Associate Professor Bill Silvester, Director of the Respecting Patient Choices program at the Austin Hospital in Melbourne, the conference aimed  to generate discussion and provide experience sharing opportunities for health and social care professionals, and policy makers in advance care planning and end of life care.

Challenge: An inaugural Conference – no brand, no history and no guidelines

An inaugural conference provides an opportunity to make history and to set the precedent early on, establishing best practice and objectives for a strong conference legacy. The major challenge for the Organising Committee (OC) and arinex was that with no conference brand, history, preceding guidelines or marketing templates, everything needed to be established from scratch.

How could arinex, alongside the OC, best develop a strong marketing strategy for the Inaugural International Advance Care Planning Conference, attract the right audience, develop a real budget, and ensure a long-lasting model that would see future conferences grow and succeed?

Solution: Combine knowledge of the OC with the expertise of arinex

Rather than just focus on running the conference successfully from an operational perspective, arinex needed to take it a step further and create a strong program and marketing strategy with formal guidelines documented for future use.

A quality program

It was pertinent that the conference feature a fantastic program that met the needs of the delegates, as well as the objectives set by the OC. To gather the support of renowned international speakers, arinex encouraged the OC to maximise their professional networks to ensure that the ‘best’ in the international industry would attend and speak.

Through the abstract submission review process (which was conducted by the client, Dr Silvester and supported by arinex), the program was broken down to a combination of plenaries, break-out sessions and workshops to allow for delegate interaction and participation. The workshops were particularly successful, allowing delegates to network and share experiences to document ideas for the future.  In addition, the high profile international speakers provided a global perspective on the industry and how their successes could be implemented here in Australia.  

Strong marketing

As part of the marketing strategy, arinex and the OC heavily researched institutes practicing advance care planning and related programs, targeting them through electronic marketing, OC contact referrals and direct calling.  Through this, strategic alliances were made with five industry-related sources and over 14 international and national conferences.

The conference marketing material was seen by an estimated 7,000 potential delegates nationally and internationally, creating an established mailing list of over 4,856 recipients from a combination of five databases.

18 ambassadors from different geographic regions were appointed. They were a mixture of speakers and personal contacts of the OC. arinex managed the Ambassador Program by supplying them with marketing collateral and updates so that they could become advocates for the conference. In addition, to increase the marketing database, the ambassadors provided contact details of people they’d met, who had expressed an interest in attending the conference. The result of the international Ambassador Program was that 14% of delegates were from overseas, a fantastic result for an inaugural Australian-created conference.

Create guidelines and best practice for the future

To gather comparative data and documentation for future ACP conferences, arinex ensured that a delegate survey was conducted. This survey was developed to include comment on program, posters, possible future conference locations, and opportunity to provide feedback. This was reviewed and analysed and a best practice set of guidelines were developed for future conferences.  

Result:

The Inaugural International Advance Care Planning Conference was a resounding success, with almost all of the OC’s objectives achieved and exceeded, including a 50% increase in expected delegate attendance.

The most unexpected outcome was that the success of the conference led to the creation of the International Society of Advance Care Planning and End of Life Care. The formation of the society was a suggestion that arinex had brought to Associate Professor Bill Silvester, after receiving overwhelmingly positive feedback from the delegates onsite at the conference.

The society will lead discussions and provide a positive platform for practitioners worldwide to discuss, debate and share experiences on advance care planning in end of life care. The society will also host future annual conferences, with the venues confirmed to be in the UK, America, and back in Australia.

arinex has been appointed core PCO to manage the society and the next five annual conferences, which includes London 2011, North America 2012, and Melbourne again in 2013 and 2016.

The International Federation of Surveyors is the premier international organisation representing the interests of surveyors worldwide. Its international congresses are held every four years, with annual working weeks held in the intervening years. The preceding FIG International Congress was held in Munich, Germany in 2006 which gathered 1300 delegates from about 100 countries.

Challenge: Unfamiliar Exhibition + GFC = Worrying times!

With the Global Financial Crisis (GFC) playing on the minds of the Steering Committee (SC), the Operational Management Committee (OMC) and arinex, there was concern as to the unknown effect it would have on delegate numbers, exhibition and sponsorship. What could they do to ensure a sound return on investment was achieved for the stakeholders?

In 2006, the FIG Congress had been integrated within the large scale INTERGEO Trade Fair, which attracts over 17,500 participants. The dilution of statistics for the exhibition component of the FIG Congress meant that arinex and the OMC had no measure about which companies would be likely to purchase exhibition space at FIG 2010. From the Munich Congress in 2006, the only data found was that 12 booths in the INTERGEO Trade Fair had been focused on the FIG Congress, and that all 12 were complimentary! How could arinex ensure that the correct amount of space was secured for FIG 2010, and that the sponsorship and exhibition budget be soundly forecasted? 

Solution: Partnerships, innovation, and unique selling points

The SC, OMC and arinex collaborated on an extensive sponsorship and exhibition plan, with the SC and OMC maximising their networks and keeping arinex sales staff updated on new industry offerings. The SC and OMC’s contribution complemented the detailed industry research conducted by arinex, and this effective partnership ensured all markets were reached with a relevant message.

To ensure the sponsorship and exhibition marketing plan was effective, arinex focused on two vital factors to ensure success in the face of the GFC: innovation and a unique selling point.

arinex developed a new innovation, exclusive to FIG 2010, called the Spatial Innovation Down Under Pavilion. This concept provided a unique product offering for Australian and New Zealand spatial organisations to be in close proximity, making the pavilion a destination in itself within the exhibition hall. Stands in the Pavilion were priced at a premium and Pavilion exhibitors benefitted from an exclusive networking lounge area and a well defined space in the hall.

The unique selling point of the Congress was its record-breaking technical program featuring over 700 speakers. arinex ensured this was creatively highlighted in marketing activities to emphasise the benefit of exhibiting at the Congress, matching the delegate and speaker profile with the desired outcomes of the exhibitors.

Result:

The result was an increase of 14% from original expectation, with 91 booths sold. The outcome of the FIG 2010 exhibition was a resounding success, as reported by Professor Stig Enemark (FIG President), when he commented that “it was the best exhibition we have ever had at a FIG Congress”.

Thank you all for your contribution towards what turned out to be an exceptional week for us at FIG. Everyone from both Leica and CRK were extremely happy with not only the presentation, but the outcome. I have been attending (and sponsoring) events for about 35 years, and the reciprocation and recognition for our (that is, both Leica and CRK's) investment was by far the best I have ever experienced. For the profile level (Leica and the CRK) and the recognition we received via the organisers generally, it was definitely value for money. As far as arinex is concerned, your dedication, professionalism and attention to detail was brilliant. You were extremely professional in every way from day one and did a marvellous job.

 Colin Plumb, Australia C.R. Kennedy, Titanium Sponsor
XXIV International FIG Congress 2010

Event: 54th Asian Patent Attorneys Association (APAA) Council Meeting
Venue: Adelaide Convention Centre
Group size: 1230
Date: 17 - 20 November 2007

The Meeting
The 54th Asian Patent Attorneys Association (APAA) Council Meeting attracted 1300 senior patent attorneys for this prestigious annual event. This meeting is a ‘closed' event and only APAA Members are eligible to attend. The meeting combined a conference with social events and tours and is one of the patent attorney's industry events of the year. Expectations from delegates and clients were extremely high.

Exceeding client expectations
Our client expected top level service with impeccable attention to detail and creative innovative solutions. The selection of the right staff to form the project team was intrinsic to the successful outcome of the Meeting.

From the initial planning stages through to the conclusion of this meeting, arinex drew on our 12 year knowledge and history with the Association, to meet and exceed our clients' requirements. Planning commenced two and a half years out and gave both arinex's project team and the LOC the chance to develop a strong working relationship full of trust and respect that ultimately led to a close friendship. This close relationship proved vital to the success of the Meeting.

In addition to the staff selection, there was increased pressure to select the right Adelaide suppliers who could deliver the standard required. Thorough and detailed briefings outlining service standards, timelines and quality of delivery expectations were communicated to both venues, and our ‘one team' approach was reiterated.

Result
The client's objectives, to promote and enhance intellectual property protection throughout the Asian Region; to provide effective delegate networking opportunities; to have an all inclusive registration rate that met all the Meeting objectives and was affordable for the delegates; to break even financially and to attract a minimum of 1,100 participants, were all achieved in this high profile Meeting.

"We are still receiving genuine compliments from our foreign colleagues, people who have attended many such meetings over many years in many high profile international venues. Without exception, it was the smooth and easy running of the meeting that impressed people. This of course is resulting in the Organising Committee being complimented, but we well know that the thanks really should be for you.

Our meeting turned out to be everything we had hoped it would be. We generated just the right amount of surplus, which in itself was a huge issue with the international pressure for low registration fees for our 1300 delegates, our evening functions were impressive without being lavish, our social excursions had the right mix of interest, distance, time and Australiana (and were executed without flaw), and our delegates felt loved the whole time they were under your guidance. The Australian patent attorney profession regards the holding of this international meeting in Australia as having been a fine promotional exercise for the entire local profession."

Greg Bartlett
President - APAA Australian Group

 

2008 winner of the Meetings and Events Australia Meeting of the Year for More than 500 delegates

Event: Dietitians Association of Australia 27th National Conference
Venue: Darwin Convention Centre, Northern Territory
Delegate Numbers: 550
Date: 28 - 30 May 2009

Client Overview
With over 3600 members, the Dietitians Association of Australia is the national association for the profession. Members are employed in a wide variety of work areas including clinical dietetics, community nutrition, education, private sector, government, research and industry. The DAA National Conference has been held annually since 1983, with all states and territories hosting on a rotational basis. 2009 was the first time that the conference had been held in Darwin.

Why they keep coming back to us
arinex have provided the DAA with a superior conference management, exceeding delegate number expectations in each of the four years we have managed their event. Sponsorship and exhibition sales targets have also been eclipsed each year, providing a solid financial platform for staging successful conferences.

As such, arinex has been contracted to a multi-year appointment with the DAA PCO for the 2010 and 2011 DAA National Conferences, as well as the International Congress of Dietetics in 2012 (hosted by DAA).

Challenges and Solutions
Venue/Location
The DAA 27th National Conference was one of the first conferences to be held at the brand new Darwin Convention Centre. While exciting to be working in a new venue and a quickly evolving Convention city, there were many challenges to overcome.

With over 90% of delegates coming from interstate and overseas, most required accommodation in Darwin. arinex provided a complete and comprehensive service; successfully facilitating accommodation room blocks at eight hotels (some of which only opened just a month prior to the conference!).

Due the distance of some accommodation properties from the Convention Centre (and the intense Darwin heat!), arinex coordinated a smooth shuttle bus service to ensure all delegates could get to and from the venue with ease.

Catering for Dietitians
With delegates consisting primarily of dietitians, nutritionists and health professionals, catering at the conference was particularly important. With almost 20% of delegates listing a dietary requirement, this was a particularly challenging task. arinex worked closely with the venue staff to successfully design a menu to cater for all requirements. Onsite, exclusive dietary requirements tables were arranged, with each dish carefully labeled to be suitable to the needs of each delegate.

Relevant Statistics
DAA anticipated a total of 400 attendees to attend the Darwin Conference. Due to the success of the marketing campaign, the relevant and up-to-date information on the conference website and regular contact with DAA members, sponsors and exhibitors, over 550 people attended the conference.

The arinex Sponsorship and Exhibition sales team has exceeded sponsorship targets and achieved a 100% sales record for DAA Exhibitions in 2007, 2008 and 2009, providing positive financial results for the conference budgets.

Event: Society of Environmental Toxicology and Chemistry World Congress (SETAC)
Venue: Sydney Convention and Exhibition Centre
Delegate Numbers: 1025
Date: 3-7 August 2008

Starting in 1990 and now in its fifth year, the Society of Environmental Toxicology and Chemistry (SETAC) World Congress is an international society made up of 5000 members across 80 countries. Held in the Sydney Convention and Exhibition Centre early August of this year, it was the first SETAC congress to be held outside North America and Europe and the largest international meeting on environmental issues yet held in Australia.

The society's primary goal is to ‘support the development of principles and practices for protection, enhancement and management of sustainable environmental quality and ecosystem integrity.' Appointed professional conference organiser (PCO), arinex, current holders of Meetings and Events Australia (MEA) awards for best practice and excellence in meeting and events management, took on board planning an event in line with this mission.

Some of these environmentally friendly initiatives include printing name badges, program book and delegate envelopes on 100% recycled paper, electronically distributing the registration brochure, not supplying note pads and pens in satchels and encouraging delegates to bring their own from home, fresh food left over from the Congress donated to Oz Harvest, dispersing name badge bins around the venue for recycling lanyards and enabling recycling and waste stations available for delegate use. The ecological footprint of this years' SETAC World Congress will be measured and documented as part of an ongoing commitment to understand the impacts and improve the efficiency of SETAC congresses.

In the last year, arinex has recently introduced ePresenter^TM, an electronic alternative to the poster. The system negates the needs for hundreds of metres of poster walling and lighting, with the presentations being delivered on a bank of computer terminals, usually in the exhibition area of the conference. This also allows it to become part of the record of the conference and accessible long after the event.

arinex Managing Director, Roslyn McLeod describes the experience as enabling her team to gain insight into finding green solutions that are practical for clients, fit budgets and achieve tangible outcomes. ‘It was rewarding to work with SETAC organisation as they have the scientist expertise focused on creating environmental efficient practices. Our value as a PCO is how we share this learning with our future clients.'

Read what our delegates had to say about SETAC World Congress 2008:

Thank you for a wonderful meeting in Sydney! It turned out great and the meeting site was a great venue. Thanks for all of your efforts! Jeff Gallagher, USA

As I mentioned to you when we met in the large auditorium on the last day of the congress, I think that the "thanks" should be directed in opposite direction, i.e. from us the congress participants to you the organizers, for having put on such a well-run meeting. I know from personal experience (with meetings with far fewer participants) that organizing a smoothly-run meeting is far more demanding than most participants appreciate. I hope that you are able to step back and bask in the satisfaction of a job well done.
Peter Campbell, Canada

Just writing to compliment you and your team on organising a wonderful conference. Without doubt it was the most efficiently organised conference I have attended anywhere in the world. The scientific program was excellent especially the choice of plenary speakers. The program ran like clockwork and the conference organisers were both efficient and courteous. Prof Bill Maher, Canberra

I am still on my way back to Frankfurt and received your thanks which I immediately return to you and the organizing team. This conference was really worth the efforts. Walter Kloepffer, Germany

It was an excellent meeting, which went very smoothly. Many accolades go to you and your organizing team for all of your very hard work and energy to pull off such a successful conference. Robert Letcher, Canada

WONCA Asia Pacific Regional Conference - Hosted by the Royal Australian College of General Practitioners

Melbourne Convention and Exhibition Centre
2 - 5 October 2008

• 1451 participants
• Over 530 abstract submissions received
• 65 exhibition booths

Highlights

• Actual Delegate Numbers increased by 45% to the Forecast
• 539 Abstract submissions - Record Number
• First time Mini Oral Presentations
• Social Program

The original target for delegate numbers was 1000, however with a dedicated and strategic marketing plan managed by arinex, this number was exceeded by 45%.  This delegate attendance was considered a great success by the Organising Committee.

The Scientific Program was a highlight with a total of 539 abstracts received.  The Committee selected 48 reviewers with 4 of these being based internationally.  Our abstract submission software was utilised via the Conference website and easily handled the last minute demand of these abstract submissions and the national and international reviewing. The number of abstracts submissions was a record for the College.

Mini Oral Presentations were included in the program for the first time. During the abstract process, presenters could submit for either a physical poster or mini oral poster presentation.

The WONCA 2008 social program was a real highlight and included the Welcome Reception and the Conference Gala Dinner. 

The Welcome Reception was a very relaxed event and the first official function for the Conference. Delegates enjoyed a selection of hot and cold canapés and an array of Australian fine wines and beer. The reception was held amongst the exhibition to give more exposure for the exhibitors.  Delegates were given the opportunity to get up close to some native Australian wildlife such as a Behemoth python, koala, Joey kangaroo and a six foot long salt water crocodile. In addition, wineries showcased their wine and ran cellar door tastings.

The Conference Dinner was themed "Celebration of Diversity". The room had an Australiana theme with native flowers and hurricane lamps alternating as centrepieces. The three course dinner was also a feature for the delegates and showcased Australian food and wine.

A stockman opened the night with a "Cooee" calling delegates to dinner and a whip crack performance which was followed by three cultural dances from China, Greece and India, reflecting three of the waves of migrants into Melbourne and highlighting Melbourne's cultural diversity. Entertainment by "Reflections Of" was also welcomed by delegates who danced the night away! 

As a result of the experience the RACGP had with arinex , we have subsequently been appointed to manage their Annual Scientific Meeting from 2011 - 2013.