Green Park
Events - Virtual Event
The Client:
Green Park is a recruitment firm providing executive search, interim management and consultancy.
The Brief:
Green Park enlisted Goho to consult on, plan and deliver a virtual event to unite local government employees in a relevant and timely discussion on the effect of COVID-19.
Key Challenges:
Local government employees were extremely busy during the lockdown, so there was the logistical challenge of enticing them to take time out of their busy days to attend an online event.
Due to COVID-19, everything is being done online. There has been a noticeable increase in businesses & brands vying for the target audiences' time and attention through webinar sessions, so it was important for this session to stand out.
Our Approach:
We worked with Green Park to determine a strong topic that would grab the attention and interest of local government employees. In result, we came up with the following; ‘What does ‘Business As Usual’ look like for Local Authorities post lockdown?’ This title directly addressed the topics we wanted to address while leaving room for attendees and the panel to shape the conversation.
Utilising Goho’s network, we identified, contacted, and secured 3 high profile local government employees to make up the panel, alongside Stacey-Rebekka Karlsson (MD of Goho). To reflect the organisation's values of diversity, we ensured that the panel reflected a mix of genders and ethnicities.
Once all the details were approved and secured, we created a fully branded registration page detailing the webinar, the panel, and the topics. Attendees had to sign up to attend the webinar, providing our client with secure data on their target audience. Attendees were asked a couple of questions on sign up, we used these to shape the discussion so that it was relevant and engaging for the registered audience.
We created a suite of assets to promote the webinar session. These were branded using Green Park colours & logos and were supplied in different formats optimised for each channel.
Goho amplified the promotion of the webinar through our own social media channels & through an event on LinkedIn, allowing us to directly invite contacts and key clients.
During the webinar session, attendees were able to chat with other attendees, send in questions to the panel and engage in polls. The entire Goho team were online throughout for any immediate tech support & to monitor the live chat & incoming questions from viewers.
The Results:
Goho successfully secured 3 high profile panellists for the webinar discussion
We got 69 registered attendees against a target of 50
A further 12 people watched the session on-demand
77% of the viewers watched more than 80% of the event, demonstrating an engaged audience
During the webinar session, the audience sent through over 50 messages and questions
100% of attendees said they would be interested in attending a second Green Park event
85% of attendees said that the webinar session was Excellent/ Good
Post-event, attendees took to Twitter to continue the discussion with 16 tweets and 5 mentions, further amplifying the Green Park brand within local government conversation
“The support we received from Goho right from the outset was exceptional, we were very satisfied with the event and it’s success in raising the Green Park brand amongst our target audience.
Having worked with you on a couple of events now I have been impressed with your dedication and commitment to quality. I see you as an important partner going forward and look forward to collaborating again.”
