Total 495 words used.
Genesis
Deloitte’s Global Employer Services (GES) Summit is an annual event that connects GES clients and prospective clients with Deloitte thought leaders in a personal, fun, and interactive way. The 25th annual summit, which took place in Nashville on January 22-24, 2024, aimed to create an immersive, valuable event experience that addressed third party needs while delivering on Deloitte’s business goals and priorities.
Goals
Deloitte set out to achieve several goals as part of its 2024 summit:
- Increase year-over-year (YoY) attendance to help drive new GES opportunities.
- Create an elevated, "luxe" experience to boost attendee interaction and engagement.
- Infuse a "rock and roll" theme with vibrant, musical elements to help capture the essence of Nashville.
- Educate and inform guests in an engaging, entertaining way that would differentiate Deloitte from competitors.
Development
Deloitte considered Nashville’s rich music performance and recording history and brainstormed approaches to integrate three key GES business themes (“strategy,” “risk,” and “ecosystem”) with musical concepts. The team landed on a unique and vibrant “rock & roll” approach that captured the essence of Nashville and gave guests a “backstage pass” to the ultimate global workforce collaboration.
Seeking to create an event theme and tagline to convey some of the challenges faced by organizations with a global workforce, their unique mix of needs, and the different worker mobility types, the team landed on “Find your mix,” which blended business concepts with a music-inspired creative identity. “Find your mix” draws a correlation between the essence of the recording process and the event's focus on empowering attendees to curate the perfect mix of GES strategies for their globally mobile workforce.
The team brought this to life through the “Studio D” interactive space, where guests could explore various workforce-related themes and scenarios through highly interactive, music-inspired installations. The bright and splashy “powder burst” visual identity was leveraged even further to transform event badges into VIP or “all-access” passes. By ensuring the “rock & roll” aesthetic was carried through every touchpoint at the event, Deloitte was able to create an impactful, immersive, and memorable experience for all attendees.
Deloitte’s robust communications plan leveraged every possible internal and external channel, with “save the date” emails and an event landing page launched months in advance, followed by several email invitations and various social media efforts linking to a custom registration site.
Results
The 2024 GES Summit was highly successful. 127 clients, some from leading brands attended, resulting in a 17% increase in attendance from 2023. Deloitte received positive feedback, with attendees stating the event was “well thought out and planned” and provided a “good balance of content and networking,” reinforcing the success of the team’s rock & roll theme and interactive elements. Following the event, Deloitte secured various wins, renewed business, and identified numerous opportunities, demonstrating the significance of human connection and its impact on revenue.
By infusing creativity and imagination into the event, the 2024 GES Summit boldly challenged the norms of being just another conference.
Nomination Title: Deloitte’s 2024 Global Employer Services Summit: Find Your Mix
