Integrating Client Factors into a Special Event
A Case Study
© 2009 by Joel A Feingold

Introduction

As a planner approaches the development of a company function, it is vital that s/he recognize essential company attributes and build them into the special event. To do this, a special blend of creativity and business acumen are required. Succeeding at this should yield a result that exceeds the immediate need of the event and respects the client’s long-term interests.

This Case Study is about the development and operation of The Organogenesis Awards for Excellence in Values and Behaviors. A short outline of the general aspects of a client’s business that are important to planning an event will be presented, followed by a company profile, the process of creating the show, and the study will conclude with a description of the entire special event.

The importance of understanding the client’s business

Every company is different. Priorities, employee and customer demographics, financial ability, recent history, current legal and liability standing, and many more factors impact immediate and long-term corporate goals. A planner needs to build an event within this environment, in order to succeed. To understand the environment, today’s meeting and event planners must address several areas of the client’s business:

• Industry
• Product Lines
• Sales Channels
• Business Growth Strategy
• Global/Business Philosophy
• Employee Culture
• Attendees’ Demographics
• Public Image
• Government Relations

It is beyond the scope of this case study to discuss each of the above factors in detail. In addition, a company may have unique issues that must be addressed. Suffice it to say that a planner needs to take the time to gain a reasonable understanding of these elements in order to best create and execute a meeting or event. This time involves specific reading, conversations with the “owners” of the event and, possibly, their bosses, as well as keeping up with current events that might impact the client.

Client profile

Organogenesis, Inc., a bioscience firm, competes in a cutting edge, technology driven industry often confused with the pharmaceutical industry. However, its niche is living tissue, not drugs. The science is very specific and not yet widespread. Organogenesis has a wonderful major product, “Appligraf,” and a direct sales force called “Tissue Regeneration Specialists,” whom are often side by side with doctors in the operating room when the surgeon first uses the product. New products using similar technology are in the pipeline so growth will be both from increased market share for Appligraf and the creation of untapped markets for brand new products.

As a growing company, with unique and patented technology in a growth industry, Organogenesis is hiring employees. So it comes as no surprise that this has attracted attention. The Governor of Massachusetts, Duval Patrick, has singled out Organogenesis as a model of the sort of companies he wants to support, and the Massachusetts Life Sciences Center approved a $7.4 million grant to help Organogenesis expand their physical plant. Public image is very important.

Organogenesis’ executive management believes that how a person behaves, works with and contributes to their team, adheres to the highest ethical standards, and treats all others, is critical to the success of the company. To support this philosophy the “Organogenesis Awards for Excellence Values and Behaviors” were inaugurated in 2006. The number of individuals recognized each year varies. Every employee in the company is eligible, from executives to facilities maintenance workers to manufacturing personnel. The program has become a cornerstone of the company culture and is anticipated eagerly by all. Every employee of the company is invited to the event. Spouses and significant others do not attend. Because of the importance of the event there is a need for gravitas. And yet it is a very celebratory evening as well. Not only are the winners very pleased with their recognition, but also the event serves as the closing party of Organogenesis’ Annual Sales Meeting.

Creating the Show

As an annual event the Organogenesis Awards need a fresh approach each year. One crucial requirement is an intangible. The entire evening must be fun. At the same time, the nuts and bolts of the event are consistent, and quite common:

• Venue
• Transportation
• Registration
• Food & Beverage
• Staging
• Sound, Lights, Video
• Environmental Treatment
• Entertainment
• Graphics
• Content Support
• Awards

The challenge was to meet the criteria in a creative way representative of the world-class quality and image of the company, to provide a platform for a serious executive recap of the past year and their projection for the future, to support the awards program, and to entertain everyone. In addition, there needed to be a clear break point, as nearly 2/3rds of the employees are local, from headquarters. These guests take earlier busses back to their cars. Meanwhile an after party needed to be offered to accommodate the Tissue Regeneration Specialists that don’t have to be back at the office next morning.

Cost was a real issue. As mentioned above, the Awards event is a priority for the company, and so the client had a reasonable budget. At the same time it would not allow for too many extra bells and whistles or a 6-figure talent and production spend. The quality/value equation was paramount in sourcing all items and services. Creative solutions to certain requirements had to be found.

After a number of venues were considered, and complete cost analyses performed for two, the WGBH studio in Boston was selected. WGBH is another world-class organization, and the leader in USA public broadcasting, producing 1/3rd of the PBS programming each year. The new studios were near enough to the national sales meeting’s host hotel to be convenient, and it is an unusual, technically advanced space. All the recurring elements could be satisfied. The space has a sleek Atrium with massive floor to ceiling windows, suitable for the cocktail reception and the after party, and a television studio that was just large enough to accommodate the sit down dinner. The studio has an industrial look and it lends itself to lighting effects as the walls and equipment provide details everywhere.

One area that was closely examined for cost savings was the menu, where certain high cost items such as a raw bar were sacrificed in favor of flavorful Mediterranean appetizers. Great care went into the selection of wines to maximize quality and food pairings and to meet an acceptable price point. This provided the planner (and his client) with their “Julia Child” moment. We got to taste them all before we chose.

In the past Organogenesis has had various entertainers including a comedian, international caliber hand-balancing act, famous a cappella singing group, and cirque performers. And executives or other employees are often part of the show. It had been several years since comedy was used and next year, the 5th Anniversary of the Awards, is held for music, so a comic ventriloquist was selected and matched with a company game show, thus providing many opportunities for audience/employee participation.

Game shows require podiums and these were sourced through a company that makes portable music stands for big bands. Custom graphics were printed on vinyl and applied. This strategy saved considerable coin over having wood or Plexiglas podiums built. Staging was driven by space requirements. The geometry of the game show and need for every inch of available floor space resulted in a triangular shaped stage set into the corner of the room. The supplier needed to purchase additional triangular deck sections for the show and, due to a long and strong relationship, did not charge extra. Video screens were sized to hang above the stage, tying the deck to the ceiling and providing outstanding visibility from every seat and from both sides of the stage.

Linens, centerpieces, gels, and graphics were all color coordinated to match the company colors. A number of gobos were purchased. The stock company slide template was used for various PowerPoint presentations including an employee reel featuring photographs of every Organogenesis employee. And an additional approved company image was manipulated to form a widescreen background for another graphic. The sound system was designed for maximum coverage with no “hot” spots. Everything was flown so sight lines were unobstructed and no wires were on the floor, preventing trip hazards. Menu data was gathered so that we had the correct distribution of meat, fish, vegetarian and special diet meals. The Organogenesis Awards event was created, all vendors contracted, and fully advanced.

On the day of the show a job action at the TRS’ host hotel required a last minute schedule adjustment to accommodate the early arrival of 100+ TRS. DVD’s were added to the executives’ presentations 3 hours before showtime. All technical staff attended a detailed “cue by cue” talk though of the show and the program was rehearsed. Shortly thereafter the first guests arrived and we ran the event.

Exceed Expectations,

Joel