Eventprofs Creators Lab for the MICE sector

: 02.04.2024

Description of the project or initiative  

Eventprofs Creators Lab („Laboratorium Twórców” in Polish) for MICE Professionals

Poland Convention Bureau was created in 2002 as a department of the Polish Tourist Organisation and is responsible for the promotion of Poland as an attractive destination for meetings and business events. Today we all wonder what our post-Covid 19 world will look like after war in Ukraine. Although we are not able to answer this question precisely, we realise that to meet the challenges posed by the contemporary world, we cannot stand still. We must continue to develop and communicate. It is our shared goal to build the best possible image of Poland and promote our potential around the World.

People first

Human capital, or the knowledge, skills, and abilities possessed by individuals within an organization, is often considered the most valuable asset a company can possess.

On 28 February 2023, the Eventprofs Creators Lab was inaugurated in Warsaw. This new educational project of the Poland Convention Bureau designed for representatives of the meetings industry is aimed to professionalize the Polish meeting industry and create attractive content for the audience, especially for foreign markets, presenting Poland as a highly attractive place for organising events. The hashtag of the project: #EventprofsLAB

On the one hand, they will be able to gain theoretical knowledge about new trends in e-marketing, and on the other hand, they will have the opportunity to practically apply the tools and platforms they have learned.

Main Objectives

Building Partnerships: Through collaborative efforts and knowledge exchange, we seek to build partnerships between Poland CVB, convention bureaux, event organizers, and other stakeholders to foster innovation and excellence in content creation. We bring together MICE industry professionals with experts from diverse fields to drive innovation and create added value in marketing endeavours.
Enhancing Digital Skills: Our primary objective is to enhance digital skills within the events industry, focusing on areas such as e-marketing, social media management, and content creation.
Generating Engaging Content: We aim to equip industry professionals with the tools and knowledge needed to create engaging content that resonates with target audiences, resulting in increased reach and positive brand perception. As content, we understand articles, photos, videos and audio.
Professionalizing the Industry: By providing training and resources, we aim to contribute to the professionalization of the events industry in Poland, elevating its reputation and competitiveness on the global stage.
Strengthening intergenerational connections: bring together professionals of different age groups to learn and share their perspectives, experiences, and best practices.
Building a community: Establish a vibrant and inclusive community within the events industry in Poland, providing networking opportunities, forums for knowledge exchange, and support systems to foster collaboration and growth among professionals. #EventprofsLAB and #EventprofsPL

Target groups

The project is tailored for experienced professionals representing various entities within the events and meetings industry, including convention bureaux, event organizers, PCOs, ITCs, DMCs, venues, accommodation providers, associations, media outlets, and others. Secondly, we target academic staff who serve as lecturers at higher education institutions. For individuals within this group, we aim to present practical solutions and case studies to enrich their understanding of contemporary marketing used in the MICE and tourism industry. Thirdly, the project is also open to young individuals aspiring to enter the MICE industry, including participants from the SITE Young Leaders program, students, as well as foreign students from ERASMUS programs.

By incorporating an intergenerational aspect into the project, we create a more inclusive and dynamic learning environment that fosters collaboration, knowledge exchange, and mutual respect among professionals of all ages within the events and meetings industry.

Experts on the project

There are two types of individuals leading the #EventprofsLAB sessions. Firstly, there are experts in the specific field, not necessarily affiliated with the MICE industry, but familiar with particular tools and best practices in their domains. The aim is to step outside the information bubble, allowing for the penetration of new, innovative solutions and knowledge to industry representatives in our sector. This is intended to inspire.

The second group of facilitators consists of employees of the Poland Convention Bureau (Aneta Książek, Head of #PolandCVB and Jarosław Marciuk, Chief Digital Marketing Specialist), who provide practical knowledge about the organization's activities, demonstrating through examples the tools and strategies implemented in promotion and career development. We are capable of indicating the most effective actions.

How do we share knowledge and skills?

Onsite: We have three approaches: firstly, we organize our events in various locations; secondly, we extend invitations to events held at our headquarters, and thirdly, we offer dedicated #EventprofsLab sessions during major MICE industry events in Poland.

Within the proposed program of workshops and training, a diverse range of topics has been planned. Some sessions are dedicated to theoretical and practical discussions on key issues in e-marketing, while others focus on detailed presentations of selected platforms and tools. Participants in these workshops and training sessions have the opportunity to acquire broad knowledge and skills in the field of e-marketing, which will have direct application in their daily work.

Online: Additionally, project participants can benefit from individual consultations with Jaroslaw Marciuk. Consultations are conducted online. Scheduling of consultations takes place through Calendly, where specific topics of interest are provided by the participant. During the Google Meet sessions, specific cases are addressed, and advice is provided.

Topics and sessions

EventprofsLAB sessions and workshops include topics such as:

AI in the meetings industry
E-marketing strategy in the MICE industry
Mobile Photography – Turn your smartphone into a powerful marketing tool
Social Selling on LinkedIn
Role of convention bureaux in promotion and event acquisition
Personal Branding Online for Young Professionals
Social Media Platforms
Effective Website Development
Promotional Campaigns for Destinations and Event Professionals
Marketing Automation
Measuring Success in Online Marketing

Innovation & Creativity

The Eventprofs Creators LAB project excels in the Innovation & Creativity category by providing a dynamic educational platform (both face-to-face and online) for professionals in the MICE industry to explore innovative marketing strategies. Through workshops and training sessions covering topics like social media, mobile photography, and AI, participants are empowered to embrace new approaches and stay ahead of industry trends.

Additionally, sessions on personal branding and social selling foster individual creativity and entrepreneurial growth. Overall, the project fosters a culture of innovation, equipping participants with practical skills to thrive in the ever-evolving digital landscape.

Impact

In our opinion, the Eventprofs Creators LAB project significantly contributes to the Impact evaluation criteria by empowering professionals in the MICE industry with practical skills and knowledge that directly translate into tangible outcomes.

Especially considering that the effectiveness and impact of actions can be measured online. By focusing on topics such as e-marketing strategy, social media, and personal branding, the project equips participants with the tools they need to enhance their marketing efforts, expand their professional networks, and ultimately drive business growth or destination promotion.

Through workshops, training sessions, and individual consultations, the project ensures that participants can apply what they learn immediately in their roles, leading to measurable improvements in their marketing effectiveness and overall success in the industry.

Success indicators

KPI and results (from 28.02.2023 to 28.03.2024)

4 Cities in Poland (so far…)
7 experts
13 months
63 hours of sessions and meetings
615 Participants (onsite + online)
5,000 EUR External Experts Costs
13,000 EUR Grand Total Costs (incl. Venues, AV, catering)
32 EUR Cost per Attendee (excl. online consultations )

Additional links

The launch of the project https://www.pot.gov.pl/pl/pcb/news/wystartowal-projekt-laboratorium-tworcow-dla-przedstawicieli-przemyslu-spotkan

Events:

#EventprofsLAB

@callmejaro