Year

Deliverables

BrandingCreativePRSocialStrategy

Results

280+ delegates attended

90% of delegates said the conference content was relevant

High profile industry-relevant speakers attended

Agricultural Industries Confederation (AIC)

The problem

The Agricultural Industries Confederation (AIC) is the UK’s leading trade association for the agrisupply industry, representing over 230 members in the trade and £8 billion turnover at farmgate.

AIC provides value for their members in many ways, but one key area is the ability to facilitate connections and help address (and guide) some of the biggest issues facing the sector. As such, the annual Agribusiness conference is a big draw, attracting significant names as speakers, hundreds of attendees, and a great deal of press coverage.

Then, 2020 happened. Public events became impossible. Conferences left and right were cancelled. Eventually, many found a way to return online.

AIC asked us to devise and host their first ever completely online conference, attracting an audience and providing the same valuable content despite the ongoing restrictions.

We began.

The Solution

Across a multi-channel campaign, we put together a strategy that would drive delegate ticket sales and gain partner sponsorship for the conference. Here’s how:

  • Strategy and messaging – We pinned down a clear, defined message on what the conference was and who it would benefit, which informed all other communications
  • Imagery and branding – Consistency was key; we developed an array of striking and consistent visuals that made the Agribusiness conference stand out
  • Targeted outreach via press releases, social media posts, infographics and supporting literature – All with the goal of increasing awareness and driving up registration numbers
  • On the day – Creation of a a compelling video to open the conference and set the forward-looking tone of the whole event


Agribusiness 2021 went ahead in November 2020. How did it go?

Our Results

0 +

delegates attended, 87% of which were at board and senior management level

0 %

of delegates said the conference content was relevant to them and their businesses

+

High profile industry-relevant speakers attended and spoke at the event, including politicians and leaders in the food-supply chain