Melbourne Water – Flood Conference

The Client

Melbourne Water


February 2013

The Project

The 2013 Victorian Flood Conference focused on improving how the industry manages and reduces flood impacts, builds community resilience, and better utilises stormwater in a climate of austerity. The conference was aimed at the top echelon of Australian and international water industry professionals from both the private and public sectors. This included researchers, consultants, all tiers of government, urban planners, emergency and community services and engineers. Quite a broad market to appeal to in generating interest in the event. The key objective of the conference was to bring together practitioners to share knowledge about flood management. Cuckoo Creative were given a blank canvas to produce an outstanding event from scratch. We undertook an extensive branding development exercise and came up with fresh look and feel for the conference. All guided by a detailed, integrated communications plan running from July 2012 through to Feb 2013, the project formally kicked-off with the conceptualisation, design, production and launch of the conference specific website. This website acted as the conference’s central repository, carrying information and marketing content necessary to drive interest, including collateral such as sponsorship prospectus and registration forms. As part of the comms plan, we undertook a series of strategically staggered direct mail campaigns [four in total], supported by printed collateral. We also designed presentation templates, conference programs, call for contributions documents and engaged in PR with a series of media releases. The production of the actual event was a whole other ballgame. We used our vast event design and construction experience to produce a slick and professional three day conference. Highlights included organising several keynote speakers, special hypothetical sessions, the exploration of the key themes in the breakout sessions, inclusion of some relaxed social events and great walking tours and excursions for delegates.

The Interesting Bit

It was a fantastic experience for the Cuckoo Creative team to once again have the opportunity of producing a complex end-to-end event. The three day conference was conducted over many sites and included a vast range of activities that required a high degree of planning and logistical foresight. We effortlessly moved over 150 delegates from dinners to wetlands to conference centres and just about everywhere else, without a hitch. We also excelled in sourcing all manner of talent and speakers for the event.

The Results

Over 150 delegates attended the three day conference, well within expectations, covering a good cross section of the industry. The website generated 2,806 unique visits from 1,386 unique visitors. The site delivered a total of 10,476 page views between its launch in August 2012 and post-conference in February 2013. Branding was delivered well across all elements of the event. Our post event research survey surface some great feedback. A few highlights being:
  • Overall, the conference was rated very high by delegates, especially in terms of relevance
  • All keynote speakers and MC were rated highly
  • Event management of the conference was also rated very high
Overall it was a very well organised conference, compliments to all involved!