CO-OP / AGM
BARCLAYS / DIGITAL UNLEASHED
The Global Investor Relations Forum was a brand in need of a reboot. A decade old, it was tired and losing registrations and revenue. When COVID hit the easy option was to postpone for a year to allow time for a rethink. Not this team.
The judges were impressed by the ‘let’s do this’ mindset of the team. They quickly adopted a radical new vision – embracing virtual not simply as a holding operation – but to reinvent the brand, reclaim their leadership position and reconnect with attendees and stakeholders in a fresh and vital way.
The team undertook research to deliver hyper-relevant content; refreshed their marketing with targeted, personalised messaging and devised new content streams and sponsorship programmes to bring increased value to their partners. All with an in-house team – testing themselves and their capabilities to try new formats, channels and digital tools.
The results were off the scale. Brand equity, registrations, conversions, dwell times (massive at 8.5 hrs), sponsorship revenue and profitability (6.5X up on previous year) – were all way above industry standards.
Head judge, Christine Martin, GES Events added “When it comes to snatching glory from the jaws of defeat, the IR Magazine team could teach us all a thing or two. Congratulations to a passionate and pioneering team!”