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The Consortium
for Post-Genome Science was established in 2001 as a cross-institutional
initiative based in England’s North West, designed to accelerate
developments in post-genome science and technology. In 2003, the
Consortium organised its first conference, a successful low-key
event targeting a niche audience of academics from the North West
of the UK. Following on from this success, the decision was made
to stage a second conference and to make the step from a local event
towards a globally recognised academic event with a more commercial
focus. Northbank was brought in to make this a reality, as the Consortium
required professional support to ensure the commercial success of
the event.
Objectives
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Ensure
the commercial success of the event |
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Coordinate
and manage the event’s organisation and logistics |
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Market
and sell 450m2 exhibition space to suppliers of post-genome
technology |
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Attract
big name suppliers to the exhibition hall to add credibility
to the conference |
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Attract
industry sponsorship |
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Attract
delegates from around the globe |
Methods
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Coordination
of the meeting together with our event management partner, One
Events, including all delegate and exhibitor contact, liaison
and payments |
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Use of
Northbank’s extensive contacts to raise awareness and
attract attendance from the industry |
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Development
of a media strategy, including deals with the audience specific
journals, Nature, Science and Biotechniques |
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Online
and offline advertising was designed and placed to increase
the awareness to the target audience |
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Creation
and design of all marketing materials, to attract both academic
and industry audiences |
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Creation
and design of all materials at the conference including the
handbook and all signage |
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Organisation
of an evening network event |
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Management
of all on site staff to ensure smooth running throughout the
event |
Results
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Over
500 experts in post-genome science attended the conference,
exceeding attendance targets |
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Over 50
leading suppliers in post-genome science, including many multi-nationals,
exhibited their products, reporting high levels of sales leads |
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Media uptake
following on from the event, including articles and potential
bonus distribution at the next conference |
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Positive
feedback from all exhibitors, scientists and experts |
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Decision
to go ahead with the next conference, scheduled for May 2006. |
Web address:
www.postgenomeconsortium.com/conference_2004/index.html
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