INCON CASE STUDY

DUBLIN, IRELAND

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INCON CASE STUDY:

 

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Increasing attendance by 320% by switching over to digital

WHEN: 3-8 July 2016
WHERE: Dublin, Ireland

In two years, the World Association for Buiatrics (WBC) saw a record drop in attendance from over 2,000 in 2012 to a under 1,000 in 2014. The Local Organising Committee knew a plan was required to reinvigorate the congress and the association... view case

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BY INCON PARTNER: MCI GROUP

DUBLIN, IRELAND

CASE STUDY

INTRODUCTION

The 29th congress of the World Association for Buiatrics (WBC) took place in Dublin from the 3rd to the 8th of July 2016. The biennial congress had seen attendance drop from over 2,000 in 2012 to just under 1,000 in 2014.

With a record low attendance at the 2014 congress, the Local Organising Committee knew a plan was required to reinvigorate both the congress and the association. In 2016 the congress saw a 320% increase in attendance achieved through innovative digital solutions and promotional digital campaigns.

'The World Association for Buiatrics (WBC)' DUBLIN, IRELAND

VISIT EVENT SITE:

WORLD BUIATRICS CONGRESS 2016

MICHAEL SEXTON

WBC CHAIR
World Buiatrics Congress (WBC) 2016

"The MCI team’s attributes of hard work, good humour, commitment and capacity to patiently work with our local organising committee effectively delivers on time, every time."

WHAT IS WBC?

The World Association for Buiatrics hosted the World Buiatrics Congress (WBC) 2016 in Dublin, from the 3rd to 8th July 2016.

Buiatrics is the study of cattle and their diseases. The World Buiatrics Congress is recognised as the 'Olympic Games of conferences' for the cattle industry. The congress is the official gathering of the World Association of Buiatrics, of which Veterinary Ireland is a member organisation.

Since its inception in 1960 the WBC congress is held in a different part of the world once every 2 years and has an average attendance of 2,500-3,000 delegates each Congress.

'The World Association for Buiatrics (WBC)' DUBLIN, IRELAND

CASE STUDY

SOLUTIONS

In an age of digital tactics, sending out printed invitations once every couple of years to the membership was no longer working. A digital switchover was identified as necessary, but needed to be implemented without alienating the association’s traditional core audience.

To successfully switchover, the WBC needed to:

  • reach new markets to attract potential new delegates
  • determine attendance numbers to appoint budgets
  • update its database to its 2016 target market

One solution was to review abstract submission numbers which would give a clearer indication of the final attendance. The committee therefore, needed the right technological systems and digital solutions to host and collect this content. In order to reach new markets and increase the numbers of new potential delegates, advertising also needed to move away from traditional print to digital media.

With that mandate, MCI Dublin put in place a global digital marketing strategy, creating a WBC brand personality and a genuine community online through humour and good content. This resulted in running innovative and fun campaigns such as the #CowSelfie competition which saw 100 entries from all around the world generating engagement.

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Over 100 entries from around the world were submitted via #CowSelfie on Twitter.

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CASE STUDY

OUTCOMES

320% increase in delegates

3,000+ delegates

11.3 million impressions

100,000+ interactions

tripled no. of submitted abstracts

Over the course of 12 months a successful record number of abstracts were submitted, the database tripled in size, social media followers came to the association in droves with the #WBC2016 hashtag, receiving 11.3 million impressions on Twitter alone, while the Facebook page received over 100,000 interactions.

Digital media partnerships were also created to expand the WBC’s online presence. A record 3,198 delegates registered for WBC 2016 an increase of more than 320% compared to the previous congress in 2014.

Additionally, all elements of the event expected to have a negative impact on the environment were stripped back and replaced with digital alternatives:

  • digital distribution of the abstract book
  • a Congress app with 100,000 views accompanied with a printed pocket programme guide replaced the full printed version
  • physical delegate bag inserts were replaced with banner adverts on the app wherever possible
  • an initiative to actively encourage the use of the Convention Centre’s ingrained policies and infrastructure as well as increasing the use of public transport, helped to produce the most environmentally sustainable congress in the association’s history

The event received an 89% satisfaction rate from the delegates in Dublin, with crucial elements such as onsite registration being rated 'very good – excellent' by 97% of attendees.

100,000 interactions with app

89% satisfaction rate from delegates

onsite registration rated 'very good' to 'excellent' by 97% of attendees

DUBLIN, IRELAND

ABOUT MCI GROUP:

 

At MCI, we believe that when people come together, magic happens.

That's why we've been bringing people together through innovative meetings, events, congresses and association management since 1987.

Through face-to-face, hybrid and digital experiences, we help companies and associations to strategically engage and activate their target audiences, building the dedicated online and offline communities they need to strengthen their brands and boost their performance.

An independent, privately held company with headquarters in Geneva, Switzerland we have 63 offices in over 31 countries across Europe, the Americas, Asia-Pacific, India, the Middle East and Africa and deliver projects for clients all over the world.

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BACK TO CASE STUDIES

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increase in delegates

delegates

onsite registration rated 'very good' to 'excellent' by of attendees

Increasing attendance by 320% by successfully switching over to digital

WHEN: 08 July 2016
WHERE: Dublin, Ireland

World Association for Buiatrics (WBC) attendances had dropped from over 2,000 in 2012 to just under 1,000 in 2014. With that record of low attendance at the 2014 iteration, the Local Organising Committee knew a plan was required to reinvigorate the congress and the association...view case

_ _ _ _ _ _ _ _ _ _ _ _ _ _

BY INCON PARTNER:
MCI GROUP

The 29th congress of the World Association for Buiatrics (WBC) took place in Dublin from the 3rd to the 8th of July 2016. The biennial congress had seen attendance drop from over 2,000 in 2012 to just under 1,000 in 2014.

With a record low attendance at the 2014 congress, the Local Organising Committee knew a plan was required to reinvigorate both the congress and the association. In 2016 the congress saw a 320% increase in attendance achieved through innovative digital solutions and promotional digital campaigns.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

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At MCI, we believe that when people come together, magic happens.

That's why we've been bringing people together through innovative meetings, events, congresses and association management since 1987.

Through face-to-face, hybrid and digital experiences, we help companies and associations to strategically engage and activate their target audiences, building the dedicated online and offline communities they need to strengthen their brands and boost their performance.

An independent, privately held company with headquarters in Geneva, Switzerland we have 63 offices in over 31 countries across Europe, the Americas, Asia-Pacific, India, the Middle East and Africa and deliver projects for clients all over the world.

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