CASE STUDIES
Case Study: Regional Maritime Association
Annual International Trade Conference
How do you grow an event?
One of MetroGroup’s core objectives is creating win-win value between organizer, sponsor and attendee. A regional maritime association that was organized in 1920 to encourage international and domestic commerce through its regions’ ports enlisted our help to grow their annual conference. Over the years, their conference has held the reputation for being a leading, yet regional shipping event. MetroGroup envisioned a larger position for the event within the supply chain, logistics and maritime event space. Together with a major 3PL customer of MetroGroup, we are actively reformatting the event for international appeal to be competitive with the largest scale shipping trade events.
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MetroGroup helped to rewrite the conference program and panel sessions to deliver content that addresses the most current international shipping concerns, e.g. service vs. rates, international trade tensions, IMO regulation, etc.
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Our international 3PL customer has taken a significant sponsorship position in the event and has invited their large retail customers to attend the event. New, attractive attendees translate to increased attendee revenue as well as increased revenue from competitive 3PLs and other large shipping stakeholders who are actively seeking to win new retail customers.
​Through brand identity campaigning, we are helping to change its perception from a regional event to an international event by phasing out the intense focus on the local supply chain, logistics and maritime community and promoting the international aspect of the event.
In 5 years since our involvement, sponsorship revenue has more than tripled allowing our customer to rapidly increase their influence and prestige within the supply chain, logistics, and maritime event space.
Virtual Events
Medium-Specific Adaptability
During the pandemic, MetroGroup has significantly grown its online events platform, offering a dynamic way to continue engaging customers and maintaining a strong brand presence. We have brought our events online and mastered the art of converting live conferences into sophisticated virtual networking platforms to provide attendees with relationship building opportunities.
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For example, MetroGroup adapted the annual Transportation and Logistics Summit to be produced online in 2020. We were able to provide our T&L customers with an opportunity to deliver their COVID-19 strategy at a virtual iteration of the event.
Talent Integration
Recently, MetroGroup designed a panel entitled, “Keep calm and carry on: Plastics supply chain continuity as the result of speed and agility.” The panel focused on rethinking scale and operating with a leaner organization, less fuel consumption and sustainability for various modes of transport.
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By structuring a diverse and high-level panel, shipping executives used the opportunity to demonstrate thought leadership and a unique perspective on supply chain dynamics.