Extern, first all-Ireland conference for 330 stakeholders – all Ireland social justice charity
Mackle Communications has worked with Extern since 2015. We were asked to deliver the first Extern all-Ireland conference to over 330 members of staff and Board Members. A huge success, then Chair, Derek McCabe, said the following of working with Mackle Communications on the project.
“We are thrilled to work with Mackle Communications as our Communications Consultants for Extern. When we asked Maurica to organise our first ever all-Ireland conference, bringing staff together from as far away as Limerick, Dublin, Belfast, Fermanagh, and Londonderry, over two days, she more than exceeded our expectations. Not content with a conference, we also challenged Mackle Communications, to refresh and deliver in time for the conference our new Extern brand – and it was all delivered perfectly, and to our very high standards.
“The conference, venue, arrangements, catering, briefings for speakers, team workshops and entire running and logistics was smooth and very enjoyable. She even created a video for the conference, shared with staff on the day, which created a huge positive buzz from the outset, and was then issued to regional stakeholders, and media. Maurica was on hand throughout the two-day conference delivering all support plus media profile online and press to raise awareness of our event. We are already planning our next bigger, and better event with Mackle Communications.’
Background
Extern has 450 staff across 40 locations in Ireland and has suffered historically from a lack of senior engagement and therefor a lot of ‘silo’ working among projects. The purpose of the conference, and all communications delivery was to bring staff into one place, to engage, mix with other projects, learn about works being undertaken within the wider charity, and raise awareness internally, and externally of the huge successes Extern is achieving.
Project objectives:
· To deliver Externs first ever all-Ireland conference to staff and Board members.
· To bring all Extern staff together to unify the team, after a significant period of transition and expansion.
· To position new Extern strategy and ‘One Extern’ mission and ambition moving towards delivery of 2016-2020 strategy.
· To clearly communicate the Extern strategy and engage staff on future vision and delivery to 2020.
What we did?
From the outset Mackle Communications agreed that the tone of the conference would be positive, engaging, celebrating, and somewhat stretching – encouraging and in places affirming the new strategy and the focus of ‘One Extern’ all staff working to the key charity values of leading, enterprising, ambitious, collaborating, and forward thinking. This in itself requiring a change in mind set from the outset. As this was an all-Ireland conference, and Extern is public sector funded, Mackle Communications proposed that the Minister for Communities (NI) and Minister for Children and Youth Affairs, (RoI) both funding Departments to Extern, be approached to attend as keynote speakers. This was agreed, and we led on communications with both departments.
An internal communications plan was created to raise awareness of the conference, encourage attendance (from an initially sceptical low base), and ensure staff were aware that this was a significant investment and focus for the charity so that there was a strong requirement for attendance, an opportunity to engage colleagues, and importantly, active participation. A weekly email to all staff updated on progress, logistics, and encouraged staff to participate by sharing successes on projects.
The conference lay out was agreed with the CEO and Senior Team. Hosted by a Board Member each day, the conference would mix information, forward planning, fun and engagement, and allow staff plenty of time to chat and mix through each other as a large ’One Extern’ team.4 slots were set aside for each day for staff to share examples of how their projects were acting as exemplars of the ‘One Extern’ approach’ and the challenge within this was to get a good all Ireland, project spread.
The delivery of the conference, running order and speakers were agreed with Extern at the outset, with a wish list for two Ministers, one NI, and one RoI over the two days. As the event evolved, Mackle Communications, managed the entire event and delivery working with Extern, ensuring buy in at all times. A video was commissioned, and used to launch the conference on both days, it was also shared to key stakeholders, Board Members and through social media channels to Externs followers.
The key ‘One Extern’ strategy document launched at the conference was then issued to all MLA’s, TD’s, local Councils CEO’s, and Chairs/Mayors x 32 counties, with requests to meet and discuss Extern’s strategy delivery for 2020. This resulted in 4 MLA meetings, 3 TD requests for meetings, a meeting with the Minister for Health (NI), a launch event with the Minister for Children and Young People, and letters of support from a number of Councils.
Mackle Communications sold in the conference and the ‘One Extern’ focus and vision to media, with success across regional media especially, as the charity is located across 40 sites. An offer for radio media on Radio Ulster, BBC Nolan show, came as a result of the sell in, featuring the Director of Supporting Communities.
A key delivery team, led by Mackle Communications worked with the venue, design agency, admin support and Directorates to ensure all planning and logistics were in place. A delivery action plan, led by Mackle Communications, was reviewed weekly for RAG status, and any major decisions, or amendments (e.g., when Ministers were unable to speak, sourcing alternative high profile speakers) were agreed by Mackle Communications.
Outcomes
A follow up survey to all staff highlighted that over 78% of staff thought the conference was either excellent or very good, with 82% feeling they ‘knew more about what Extern does and the strategy’ as a result of the conference.