A SUSTAINABLE APPROACH TO CONFERENCING
AVCAL 2010 (largest annual event for Private Equity & Venture Capital Industry in Australia)
Objective: Maintain a successful conference with an environment that facilitates networking and educational discussion amongst AVCAL members, while supporting a sustainable approach in various areas of the implementation of the event.
Strategy: To encourage and promote AVCAL’s commitment to reducing their carbon footprint through conference initiatives prior to the event to gain delegate support and at the event to bring delegates closer to AVCAL’s contribution to this goal.
Tactics: As delegates registered their travel, they were encouraged to offset 
their carbon emissions. Plastic pouches were eliminated from the name badge this year and recycled plastic name tags were used. Re-usable conference bags and bio-degradable pens were provided. The program booklet size was reduced and printed on recycled paper by an accredited green printer. Refillable water bottles and a water fountain were provided instead of water bottles. The coffee cart served Rainforest Alliance blend coffee. The amount of food offered for the cocktail party and awards dinner was cut back to reduce wastage. Carbon offset certificates were handed as gifts for speakers and LCD directional displays were used instead of printing banners.
Results: All initiatives were recognised by the delegates as a contributor to AVCAL’s goal of reducing their carbon footprint with greater than 50% of delegates responding that the recycled name tags, program size reduction, refillable water bottles and re-usable conference bags were clearly identified. Delegates supported AVCAL’s sustainability approach to conferencing with positive anecdotal feedback which contributed to a highly successful conference overall.
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FROM GOOD TO GREAT TO SIGNIFICANT
Gloria Jean’s Coffees National Convention – key Franchise Partner event held every two years.
Objective: Inspire, share, and move Franchise Partners to take positive action on the next wave of business initiatives presented by head office, despite a looming downturn in the global economy. The event needed to also facilitate networking (social and business), and build on the key values of the brand whilst demonsatrating the theme; Signficance. Produce a convention where Franchise Partners from every state in Australia attended.
Strategy: Engage the senses around the theme of ‘Foundations of Significance’ over a 4 night / 3 day event with an interactive environment of; optimism about the year ahead, encouragement, education, reward and family reunion.
Tactics: A combination of; outstanding speakers including inspiring story from poverty to world-class ballet dancer, Li Cunxin; themed family evening functions; successful fundraising event for Gloria Jean’s Coffees’ new national Foundation; team building activities; Awards Dinner rewarding achievements of inspirational Franchise Partners; ‘Building your Business’ group workshops; and a world class Barista Championship.
Results: Attendees experienced the heart of the Gloria Jean’s Coffees brand through the amalgamation of unique elements brought together to produce the experience that was the Foundations of Significance’ National Convention. The convention was a sell out with over 430 attendees with positive feedback well after the event. Head Office initiatives weresuccessfully implemented and supported by Franchise Partners in the financial year following the convention.