Global MSC Security conference

All photos © Jon Craig

The What

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An annual conference focussing on the public space CCTV and surveillance sector and comprises of an exhibition and full conference programme.

Supported by the Security Institute with CPD points awarded, the exhibition needs to be varied and the programme educational and supportive to the sector in order to attract exhibitors and delegates alike.

I started event managing this event three years ago when it had already been established two years previously. My challenge was to take it to the next level.

The How

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I undertook a review of the overall format of the event, sponsorship, registration processes and the marketing of the event.

Exhibitors and sponsors for the event are manufacturers and suppliers of the CCTV and surveillance systems. I inherited the existing database of names and I segmented them into specific categories rather than mailing all of them every time. At the same time I also cleaned the data and removed those who were not engaging with the client.

We implemented an early bird on the exhibition stands and gave the previous year’s exhibitors advance notice of launch as a thank you for their support previously.

As well as a full project plan I designed a complimentary communications plan which factored in event announcements, blogs, CPD information, cost to attend etc:

• Refreshed the event branding and overhauled the conference’s webpage.

• Scheduled regular monthly newsletter segmented by supplier/manufacturer and the end-users of the surveillance systems, with the aim of selling out the exhibition and maximising the delegate sign-ups.

• Increased the social media activity on Twitter, LinkedIn and the Facebook page for the business talking about the event, benefits of attending, new announcements etc.

• Involved the Security Institute further to promote on our behalf to all of their members.

We secured four of the six sponsorship slots on long-term deals with the remainder sold on an annual basis. The exhibition has repeatedly sold out as well as adding in an additional stand space.

The programme has gone from strength to strength, with the 2018 conference receiving fantastic reviews – we reduced the programme by one speaker and increased the time allocated per speaker thereby relaxing the programme and reducing the speed of content.

At the gala dinner the night before the conference there is always fundraising for a chosen charity and the monies raised have increased year on year.

There is always opportunities to change and refresh an event when many are regular attendees – it is vitally important that the format and experience doesn’t stale.