PR Events are a great way to launch new initiatives. Luckily for me, Precedent has already recognised this and has integrated seminars into their current marketing plan, which works as a way to boost sales and increase their credibility.
Precedent has 4 offices in the UK, which has been running for over 20 years, so they are very well established.
Because Precedent is breaking into the Australian market, their seminars will act as a tool of promotion and will contribute to building their brand identity. A key project of my Internship was to organise and co-ordinate the next Seminar.
Through organising this event I obtained information from hotels, conference rooms and restaurants all over Perth, which could host a Breakfast Seminar of around 80 people. I was particularly interested to find a venue which reflected Precedents modern and professional brand identity. Somewhere perhaps a bit quirky yet had a great atmosphere. (And was central!) I looked at the Swan Brewery, Blue Water Grill and Matilda Bay Restaurant all of which came to dead ends in regard to price, menu restrictions and venue limitations. I then turned to looking at Hotels which all had superb conference rooms in which a breakfast seminar could also be held prior to the event. After much deliberating and comparison I decided on the Perth Convention and Exhibition Centers Conference Room, It was the cheapest in terms of Venue hire, Catering and nothing was too much of a hassle, which made my life a lot easier!!
When I organise the next Seminar I will seek out even more time to find a venue which will perfectly match the brand of Precedent. While the PCEC was a good venue, I felt it lacked in strengthening the Precedent atmosphere. In comparison to the UK, who have built up a relationship with the prestigious One Aldwych Hotel (See their swish theatre room here: Photo number three… http://www.onealdwych.com/events/events-gallery/tab-2.aspx ) This venue perfectly executes the professionalism and reflects the quality of Precedent, I aim to strike up a relationship with a venue similar and host our events at one location which will eventually be renouned.
All in all the Seminar was a great success. Our two speakers were highly engaging and the atmosphere in the conference room was great, everyone’s full attention was intent on listening to their expertise. We had 80 people registered on the Guest List, and response was so good that a waiting list had to be drawn up! Through this experience of organising the event it made me aware of the rollercoaster rides that Events take you on. We sent out a reminder email the week prior and the day prior to the event, however still saw only 60 attendees. With 20 people dropping out last minute it was frustrating because of all the guests we had to place on the waiting list, it is hard to do more than send out a reminder email the day before however in future I think we will cater for at least 10 no-shows so we can let some others attend.
It was my initial aim to break even or spend less than the previous year, however with no breakfast canapé options meeting the standards of last year, this was impossible, as all the menu prices had experienced a significant increase! Nonetheless this is all apart of Events, as I have learned! Some photos of the Event are below…
Because Precedent is breaking into the Australian market, their seminars will act as a tool of promotion and will contribute to building their brand identity. A key project of my Internship was to organise and co-ordinate the next Seminar.
Through organising this event I obtained information from hotels, conference rooms and restaurants all over Perth, which could host a Breakfast Seminar of around 80 people. I was particularly interested to find a venue which reflected Precedents modern and professional brand identity. Somewhere perhaps a bit quirky yet had a great atmosphere. (And was central!) I looked at the Swan Brewery, Blue Water Grill and Matilda Bay Restaurant all of which came to dead ends in regard to price, menu restrictions and venue limitations. I then turned to looking at Hotels which all had superb conference rooms in which a breakfast seminar could also be held prior to the event. After much deliberating and comparison I decided on the Perth Convention and Exhibition Centers Conference Room, It was the cheapest in terms of Venue hire, Catering and nothing was too much of a hassle, which made my life a lot easier!!
When I organise the next Seminar I will seek out even more time to find a venue which will perfectly match the brand of Precedent. While the PCEC was a good venue, I felt it lacked in strengthening the Precedent atmosphere. In comparison to the UK, who have built up a relationship with the prestigious One Aldwych Hotel (See their swish theatre room here: Photo number three… http://www.onealdwych.com/events/events-gallery/tab-2.aspx ) This venue perfectly executes the professionalism and reflects the quality of Precedent, I aim to strike up a relationship with a venue similar and host our events at one location which will eventually be renouned.
All in all the Seminar was a great success. Our two speakers were highly engaging and the atmosphere in the conference room was great, everyone’s full attention was intent on listening to their expertise. We had 80 people registered on the Guest List, and response was so good that a waiting list had to be drawn up! Through this experience of organising the event it made me aware of the rollercoaster rides that Events take you on. We sent out a reminder email the week prior and the day prior to the event, however still saw only 60 attendees. With 20 people dropping out last minute it was frustrating because of all the guests we had to place on the waiting list, it is hard to do more than send out a reminder email the day before however in future I think we will cater for at least 10 no-shows so we can let some others attend.
It was my initial aim to break even or spend less than the previous year, however with no breakfast canapé options meeting the standards of last year, this was impossible, as all the menu prices had experienced a significant increase! Nonetheless this is all apart of Events, as I have learned! Some photos of the Event are below…
In other news at Precedent, I have been offered a full-time job here after I graduate which is very exciting! I start part-time until the end of the year after Exams and will be trained up ready to take on a Marketing/PR role whilst being taught consulting! It’s a great opportunity and I can’t wait!!
More updates to come!
Chantelle :)
2 comments:
Congrats Chantelle! I didn’t know they offered you a job!
Wow that venue in the UK is amazing, in my time working at Elysium Functions, Promaco Conventions and the Esplanade I have never come across a venue like that, even in Sydney and Melbourne. I would imagine if a venue like that in Perth were to open up it would be double the cost to hire as other venues in Perth however, you wouldn’t have to spend as much money on theming.
Hi Chantelle
Congratulations on the job offer, that's fantastic news!!
I haven't been very involved in the event management side of PR at Scitech but after being to a few of the events, I can definitely appreciate the value of finding a location that suits the organisation.
Scitech organises a series of events through out the year called 'Profs and Pints' (http://www.scitech.org.au/index.php?/events/profs-and-pints-7-june.html) which aim to create a friendly environment for open discussion about science...away from the white coats, meeting rooms, and lecture theatres (as these can all be quite daunting).
Scitech hosts these nights at the Flying Scotsman Pub and it really works well in allowing everyday people (who are not necessarily in science and technology industries but have an interest in it) to converse with industry professionals in a relaxing environment. Scitech is about getting everyday people involved in science, not just students, teachers, scientists, etc so the right location is so important because without it, we would not attract the target market that we want to.
Good luck with the rest of the Professional Practice unit and keep enjoying the great opportunities at your placement!
Charlotte
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