From an interactive lobby to a virtual awards ceremony, every touchpoint was designed to keep attendees connected and engaged.

BACKGROUND

In 2020, a medical equipment manufacturer’s annual sales meeting brought sales professionals together to learn about the upcoming years' priorities, a new product launch, new sales techniques, and celebrate the top performers during the events capstone Council of Excellence ceremony. The recognition ceremony was a highlight, with award presentations and the announcement of the upcoming years destination trip.

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All plans for the event had halted as COVID-19 shit the word down due to a global pandemic preventing all in-person gatherings. As a result, the event had to move online.

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THE CHALLENGE

The company had never delivered a virtual sales meeting of this scale. The team needed to make a rapid transition while preserving the learning, interaction and sense of celebration that attendees expected. ​The product launch needed room for demonstrations and discussion and the key note speaker had to adjust their approach to accommodate a virtual setting. At the same time, the recognition ceremony had to feel personal and celebratory, even though award recipients and colleagues would be joining from separate locations.

THE OBJECTIVE

To create an engaging and interactive virtual learning experience where attendees could participate in live discussions and celebrate their colleagues’ achievements.

STRATEGIC APPROACH

The event was designed as an experience attendees could navigate, rather than a series of video calls. An interactive virtual lobby served as the central destination, with links to the schedule, session rooms, speaker information, product resources and recordings.

To build anticipation before the meeting, attendees received branded invitations and gift boxes with product materials and event items. Champagne, branded flutes and a meal delivery gift card helped bring elements of the traditional recognition dinner into attendees’ homes to replace the in-person reception dinner that was normally scheduled.

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The agenda combined executive and product specialist presentations with smaller breakout sessions, demonstrations, polls and live Q&A. A product video helped introduce the new offering and explain its features.

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For the recognition ceremony, an awards presentation used music, recipient photos and visuals of the awards being mailed to winners. Messages from senior executives added a personal element to the virtual celebration.​

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...her commitment and passion for the company and every person here is infectious. Because of Deon, we have a level and quality of corporate communications of a company 10 times our size.”

Stephen L. | President

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DELIVERABLES​

• Interactive virtual event lobby and navigation

• Event schedule, speaker information, and downloadable resources

• Branded invitations and attendee gift boxes

• New product launch video and sales collateral

• Breakout sessions, product demonstrations, polls and live Q&A

• Virtual awards presentation and executive recognition messages

• Access to event recordings and resources after the meeting

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Led by MCA’s founder while serving in an in-house communications role.