Inspiring ‘The Next Generation’
Brand Activation and Event Management
How the bringing together of some of Scotland’s top thought-leaders, business people and entrepreneurs for the #GYPSeminarSeries rejuvenated the brand and helped it appeal to ‘the next generation.’
Brief
Glasgow Young Professionals (GYP) is the pre-eminent networking group for accountants, lawyers, surveyors and other service-based professionals in Scotland’s largest city. The organisation has thousands of members and a roster full of exceptionally well-attended social events.
Despite the exceptional success of GYP, there was a new generation of professionals coming through. The organisation believed there was an opportunity to do more, to serve them. Both, in terms of equipping them with the tools required to build more successful professional careers but also in bringing people together.
With our Founder Benedetto being a committee member and supporter of GYP, he made a pledge to support the organisation in some form of brand-building exercise.
Results
We worked with Glasgow Young Professionals over a considerable period of time. The results of our collaboration, are as follows…
– The building of tremendous good will with existing and prospective members.
– Significant uplifts in attendance/activity for GYP in terms of forthcoming events.
– Improved reach for the GPY brand in and around Glasgow.
– New productive and mutually beneficial brand partnerships with companies in Glasgow.
– Development of a Minimal Viable Product (MVP) for a new offering.
– Several magic, memorable and inspirational moments – enjoyed by all.
– The reinvigoration of the organisation in the eyes of delegates, partners, suppliers and members of the GYP team alike.
How These Results Were Achieved?
The outstanding results were achieved with the decision to produce and host a series of complimentary professional development seminars.
The #GYPSeminarSeries events featured some of Scotland’s most successful entrepreneurs, thought-leaders and business people.
They would go beyond the ‘technical’ and provide genuine and lasting inspiration combined with useful insights, coming from people with immensely long track-records of success.
Services Used
Brand Experience | Strategic Communications | Brand Partnerships/ Sponsorships | Thought Leadership | Event Marketing | Event Management | Budget Planning | Campaigns | Creative Strategy | Traditional Advertising | PR | Graphic Design | Art Direction | Copywriting
Our Collaboration in More Detail
The highlights of the #GYPSeminarSeries were…
Getting Great Speakers
The success of this initiative was mainly down to the outstanding speakers who kindly contributed their time. (Above, the decorated Iain MacRitchie, one of the UK’s most pre-eminent social entrepreneurs and Private Equity change-makers.)
Russell Wardrop and ‘Kissing With Confidence, similarly, a ‘voice of authority’ for professionals in sharing ‘best practices’ in networking, build relationships and develop new business.
Charlie Burton, Managing Partner of ‘Consilium Chartered Accountants,’ one of the most talented sales people we’ve ever dealt with.
Alan Meldrum, a Global Vice President for international customer experience giant ‘Percepta.’ One of the most foremost voices for trailblazing better customer experiences.
Finally, Dr Andy Kerr and Dr Katherine Trebeck from The Edinburgh Centre for Carbon Innovation and Oxford GB Global Research. Both of whom respectively shared powerful messages.
Crafting Meaningful Stories
Better delegate experiences were the result of more tailored presentations. Many of those speaking, had standard frameworks, however we worked extremely closely to tailor their message even further for the GYP audience.
Marketing The Events
The sell-out events were helped in no small part due to the outstanding marketing campaigns produced for each individual event. THE LOFT team, alongside partners, went above and beyond to create compelling and impactful visuals.
Bringing Partners On-Board
Most of the costings for the events were offset thanks to the support of various partners. These included those who contributed venues for the events, additional marketing assistance and of course the speakers who all (as stated) kindly donated their time.
Carrying on the Conversation
Quality conversations online and offline were continued after each event. It’s worth mentioning that several of the speakers explored ideas/practices we had developed in event presentations and marketing.
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