Content Sample: Spec internal blog, engagement

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Each year, our Annual Conference enables nearly 1,000 customers, sponsors, and partners to connect with us and trade the latest updates from the company and the industry.

But how does it come together as the meaningful, well-scripted, three-day celebration that has become the region’s premiere event? Behind the scenes, preparation begins well over a year earlier and occupies thousands of hours.

A lot of effort

“It takes an amazing level of effort by dedicated people who work for months to get things ready,” said the conference manager, in her tenth year heading the 11-member development team. “It’s almost a full-time job for everyone, on top their other work, but we make it happen.”

Each member gives considerable time and effort to planning. They run sub-teams with specific functions, such as content, session management, or marketing, with different time and resource commitments. The long and complex effort breaks into over 800 smaller tasks that take nearly 12,000 total hours.

How it’s done

First, the team books locations far in advance. Concurrently, they create the theme and its initial marketing, to be ready by the preceding year’s event so they can promote it to that audience.

The real work begins with session and topic discussions. Through the late preceding spring, the team gathers mountains of content to build agendas, confirm presenters and sponsors, and schedule hands-on training and networking sessions prior to launching registration by the summer. Other subteams review the over 200 presentations and draft keynote speeches and awards.

Challenges await

Planning challenges can be numerous and extensive. For example, venue conference space availability can affect session agendas. Many employees who attend for the first time need extra coaching on interacting with customers. And logistical concerns tend to hit at the last minute. “Two years ago, the hosting hotel ran out of bookable rooms,” said the manager. “Most of our staff had to find another place to stay that week.”

The conference is further growing more complex as product lines evolve and prospective customers also begin to attend.

Worth the headaches

At event time, all of the headaches are worth the result - and leadership notices. “We set the bar very high for everything we do, from designing products to employing our services to the way we care for our clients, and the work this team puts into this conference reflects that,” said the Chief Operating Officer. “Without such great support this would never happen, to the detriment of our customers and partners.”

The team is just happy to host a well-developed conference. “It’s most rewarding when everything goes smoothly,” said the manager. “Attendees talking to one another and interacting with our staff, people staying after sessions asking questions – it’s that buzz. That’s the best feeling.”