The National Black MBA Association® enlisted The Expo Group’s help to transform and reimagine what had for many years been perceived as a “job fair” into a more personalized event that would draw former attendees, who already had jobs, back to the event to explore resources and contacts that would help them further develop their careers.
“The show was visually appealing and one of the best laid-out shows we’ve had in our history, with great elements of engagement. The Expo Group made us feel like it was not only our show, but their show as well.”
– Rita Parker
Vice President
Marketing and Communications
NBMBAA®
ROADMAP TO SUCCESS
Leadership at the National Black MBA Association® understood it had fallen into a “cut and repeat” rut with its annual conference and wanted to expand opportunities available to their broader base of attendees, not just students. NBMBAA® chose The Expo Group to help design and implement a new attendee show journey that would connect and amaze current attendees while extending the experience to the broader attendee base. In essence, it was a new roadmap to success.
PERSONALIZE AND ACTIVATE
Nicole O’Leary, VP, Creative for The Expo Group, helped the association develop a list of three goals to achieve in transforming its event. She and colleagues held an inaugural branding meeting with NBMBAA® NHQ leadership and stakeholders to gain acceptance of the event’s reimagined style and appearance.
Taking advantage of event space beyond the show floor was a new element along the roadmap. It would incorporate a number of ways to personalize the event for attendees including a thought wall that encouraged the sharing of opinions and ideas. Relaxed lounges in the interview hall offered enhanced branding opportunities for corporations seeking qualified candidates and networking moments for both applicants and attendees.
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