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Raising the profile of Genesis 2004, the London Biotechnology Network’s Annual Biotechnology Conference
Brief
The Genesis Conference was founded in 2001 by the London Biotechnology Network as a one-day event to promote biotechnology in London. The event strives to provide useful and up-to-date industry information through speaker talks, panels and an exhibition hall while also encouraging networking among attendees. Success has seen the event continue to attract approximately 700 delegates from an increasingly international base. The event has a unique appeal among the busy conferencing circuit, the balance remaining as primarily a networking meeting with the ability to partner, as opposed to vice versa. Retaining cost-effective attendance rates ensures participation from the small, emerging biotech companies often noticeably absent from other major events.
College Hill Life Sciences was engaged as the marketing and communications partner to provide strategic consultancy, marketing support and media relations.
Objectives
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To increase attendance among the biotechnology, pharma and investor communities |
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To increase attendance from mainland Europe |
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To consolidate the framework of the event to maximize the amount and quality of technology showcased, partnering opportunities and overall programme content |
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To optimise delegate recruitment through the Conference website, brochure design and advertising |
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To gain publicity for the event, its sponsors, award winners and London’s biotechnology scene |
Methods
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Met monthly with the London Biotechnology Network and the event organisers, Vitesse Events, to offer strategy consultancy leading up to the event |
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Designed and implemented a website for the Conference enabling the public to view valuable information which included pre-partnering capabilities and accommodation details |
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Established a comprehensive database of potential delegates targeting European biotechnology and investor sectors and implemented a proactive outreach campaign consisting of email alerts |
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Negotiated contra deals with well-known publications for event advertising on their websites and ad space in exchange for event sponsorship |
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Established a comprehensive database of relevant media contacts and implemented a proactive media outreach campaign consisting of email alerts, phone calls, direct mail, and one-on-one meetings to drive interest in the event and its participants |
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Issued invitations to key media via email and direct mail to attend the event and followed up attendees afterwards to secure coverage |
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Restructured programme to include a pre-event networking evening at the London Stock Exchange and a new feature panel highlighting the “Ones to Watch in 2005”, six up and coming companies with cutting-edge technology |
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Proposed new facets of the Event increase its appeal including one-to-one partnering, sponsorship clinics, a Technology Showcase and a Bio-Innovation Award for the most promising presenter of the Showcase |
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Sought partners and sponsors to support Event activities including the Technology Showcase, Bio-Innovation Award and Clinics |
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Drafted and issued three press releases announcing the “Ones to Watch in 2005”, the Bio-Innovation Award winner and a summary of event highlights to key press |
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Prepared and operated the media registration desk and press room at the Event including advertising press benefits to delegates and ensuring speaker talk slides were available to journalists |
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Liaised with the Science Media Centre to organise a post-event press briefing highlighting the “Ones to Watch” in 2005 |
Results
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Event sponsorship resulting in advertising of the event in Nature and Nature.com, Pharmaprojects website and monthly newsletter, Sci-Life website, Pharmalicensing website, Scrip and New Scientist |
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Press briefing at the Science Media Centre attended by journalists from the Financial Times, the Observer, the Sunday Times, New Scientist and BioWorld |
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Working closely with the trade press resulting in articles prior to and following the Event appearing in journals such as Genetic Engineering News and Pharma Marketletter |
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National press coverage appeared in the Financial Times |
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Internet coverage of the Event on Pharmalicensing, Tornado Insider, Venture Economics, Yahoo! News, Select Science, eFinancial News and Invest in Biotech |
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Attendance statistics for Genesis 2004 showed a marked improvement in biotech and European attendees as well as partnering opportunities:
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624 full delegate attendees excluding press, speakers and staff |
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36 companies represented from mainland Europe and the USA |
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131 biotech and pharma companies represented |
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120 one-to-one partnering meetings held on the day |
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26 pre-registered media delegates |
15 December 2004
To discuss our capability in this area please contact:
Sue Charles, CEO
+44 (0)20 7886 8152
s.charles[at]northbankcommunications.com
Credits
This project was led by Sue Charles
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