Challenge

Each year the AgroFresh Leadership Team comes together for year in review and to set the strategic direction for the upcoming year, as well as enhance relationships with team members from around the world. Goals are set, executive announcements are delivered and productive team meetings are held. Think3 Marketing was responsible for managing all components of the AgroFresh annual Global Leadership Conference from branding to negotiating to activation for multiple years.

Strategy

Based on AgroFresh’s strategic direction each year, T3 developed a unique branding and content strategy, scouted and managed the facility and hospitality, coordinated logistics and constructed the communication cadence. Our strategies to bring each year’s objectives to life in a motivating way were driven by finding facilities and locations that were conducive to a global audience to ease their travel and accommodate cultural needs. To build the brand internally and support the direction of the company, all events were designed to combine executive presentations, industry and guest presentations, regional breakouts and team building events.

Activation

• Negotiated contracts and conducted site visits in multiple locations near major international airports
• Branded the events to align with corporate strategic direction
• Designed creative and managed production for all event physical and digital elements
• Created strategic event agendas and manage presentation preparation
• Managed and deployed attendee communications including website registration and email reminders
• Sourced and coordinated third party vendors such as off-site dinners, tours, transportation and team building companies
• Managed food and beverages for all meals over 5-day event schedules
• Directed all audio visual and technical needs for presenters and team activities
• Sourced branded merchandise to reflect the yearly event logo and corporate message
• Managed on-site logistics, hotel rooms, food & beverage, technical needs, third party vendors and attendee experience

Performance

• Year after year the attendee satisfaction score received “Very Satisfied” results, based on a post-event survey
• Content scores consistently rated “Highly Relevant”

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