Association Insight International & European 1 | Page 41
Association Success Story
Background:
The ICCA Research Sales & Marketing Programme takes place each year in Amsterdam. It delivers great
educational content, however due to travel cost and time, only a relatively small portion of ICCA’s global
membership are able to attend this 3-day conference.
ICCA wants to be seen as a leader in the association conference industry and therefore found that it needed
to actively start to experiment with attracting online participants to its educational events through a hybrid
event. It wanted to present its members an example showcase of how this can be done.
The event was an experiment for ICCA on a number of levels. ICCA was able to schedule the pre-planned ICCA
Thailand seminar to coincide with their Amsterdam session, so they could test how well two separate live
sessions on the same topic could interact, and ICCA could compare this with the experiences of ICCA
members in their offices and homes.
A technical challenge for ICCA to connect these two live events and directing the feed and social media/chat
streams.
As it was an experiment ICCA and their partner had to invest a substantial amount of time creating an online
program being able to attract an audience and keep them engaged along the way. The online program can be
seen as an event within the “live” event and as it was new, people had to see the light and be convinced
about the effect based on previous experiences and results.
What we did:
The following activities were undertaken by ICCA and their specialist Partner Live Online Events:
Meeting design (online program, connection live and online, script)*
Marketing (website, members and international association executives)*
Live interaction (host, moderator, runner)*
Technical support (camera and operators, livestream)*
Sponsor support (to enjoy the benefits of their sponsorship to the fullest extend)*
Program visuals:
The goodie bag was used to share relevant information prior and post event one.
Furthermore, documents where shared by online participants in this case joining ICCA Bidding Hybrid Event: