Midland Heart Event

The Brief

Using the key objectives for the business, design an event that would address these and deliver measurable progress. To also seek opportunities to extend the impact beyond the day of the event.

The Approach

Reviewing the business objectives was the starting point followed by discussions with directors and heads of service, to understand key challenges that we could assist with addressing. We also asked employees what made an event a good one for them. These discussions gave us a clear set of objectives for the event which were agreed as key measurements for the planning and final review.

A planning team was formed with employees joining the team to help create the day having shared decision making responsibilities on every choice that was made, from food to music to breakout sessions and key speakers.

Employees were also given the opportunity to volunteer to act as hosts on the day. They joined in the final weeks of planning so they knew every detail of the day and seamlessly took on the role of engaging delegates, registering, directing, overseeing health and safety and generally being brilliant hosts for the day.

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The Outcome

1800 people attended the event and 300 joined virtually afterwards allowing all employees of a 24/7 business to engage with the day. The objectives were all measured to have achieved more than 80% success, with the most successful objective of ‘challenge us to test if we really understand and act on equality and diversity issues’ achieving 98% success.

The Client Experience

Sarah took ownership of this project and kept the executives informed and able to make decisions whilst taking away all of the stress of a major event. Her ability to draw staff in to planning and delivering the day made it feel as if you were among friends and truly reflected the feel of our business. Her recommendation on how to nudge us all into exploring what could have been a difficult conversation about diversity was a huge success and gave us an anchor from which we built more actions following the conference.

It was such a great success that Sarah delivered three conferences for us and made these a key part of our internal comms strategy.

Ruth Cooke CEO, Midland Heart

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