Case Study: Winner of the Best Leadership Event at the 2017 ICE Awards

ICETEAM
Case Studies
19.03.2018 16:31

Intro:Royal Bank of Scotland (RBS) wanted to bring the Bank’s Senior Leaders together to discuss their key objectives and fully understand their progress in achieving their ambition of reaching #1 for customer service, trust and advocacy by 2020

category
Best Leadership Event - Sponsored by GES 
winner
Royal Bank of Scotland-t700 leadership event london

The Winning Idea Through collaboration with their LOV winners, RBS brought the personality of their leaders to life; delivering and unlocking their T700 leaders’ potential and making them more connected to colleagues, better networked and able to work more effectively as one bank.

The Event T700 Leadership Event was an innovative and exciting, two-part event concept that combined both leadership and an award recognition element. RBS wanted their leaders to leave the event feeling motivated, engaged and suitably excited and enthused by the experience; clear on the goals and strategy; and aware of what was expected of them as they moved into phase 3 of the 2017 & 2018 plan.

Considerations It was vital that this event inspired belief, was future focused, and ultimately very compelling for all attendees. Another key objective was also to inspire their leaders, and help them to look more positively at their strategic priorities including simplifying the bank and continuing the wider Bank of Brands discussion as they rebuild pride in their brands and continue to achieve excellence in customer service.

There was also a huge CSR element to this event and on site were a number of representatives from the British Heart Foundation (BHF) and the Poppy Appeal. As part of their Wellbeing programme RBS has a close relationship with BHF and it was their aim to have 40,0000 employees trained in CPR. As a longstanding partner of the Poppy Appeal, it was an especially important moment for RBS at that time of year to support the charity and showcase their launch of contactless collection tins to help their customers donate to the Royal British Legion in an easier, safer and more convenient way.

Challenges Limited Times Scales: With approximately 8 weeks to bring together all our external suppliers, the team had to develop an extremely collaborative and strategic approach. They worked very closely with accommodation agents, delegate management, AV Production and an Event App Company in order to pull all of this together.

Scale of event Logistically this proved to be one of their biggest audiences ever, and effectively managing multiple internal and external stakeholders proved very challenging. RBS considered the audience mix and made sure the environment was set up for positive collaboration that would produce a great outcome.

Limited budge With a limited budget RBS had to pull together various options, ideas and concepts. As timelines were, so was the decision making process and so to overcome this, the team had to have a reasonable amount of autonomy to continue effectively with the overall process.

Sustainability RBS is working to build a more sustainable bank, and in order to do so, they have reduced paper consumption by over 50% from 2011 to 2016 - beating their target 3 years early. Over the past few years they have proactively encouraged stakeholders to use the Event App in a bid to increase sustainability and this was used by their largest audience to date for T700 Leadership Event.

The App was extremely well received and provided delegates with full details of the venue; transport links; as well as an activity stream; agenda; table plan; push notifications; session voting and feedback. It was also used to submit comments/questions specifically around brand reaction and embedding proactivity in work and behaviours, which were shown on screen during interactive sessions.

The Results The feedback was extremely positive from delegates with 98% of leaders rated the T700 as excellent or good and the event is still discussed and used as a yardstick for best practice within the company. The creative has also been used for internal campaigns over the past few months. There was a high level of engagement and mix of staff at the event and new lasting relationships were formed.

The event reinforced the RBS “Determined to make a difference” strategy and has been recognised bank wide as a success. Additionally, as a result of the success of the 2016 event, the team have been asked to scope a bigger and better event for 2017.

The Judges Comments The RBS team had clear objectives from the outset, over-delivering against the plan to challenge and engage delegates in equal measure.

The team created a format that supported wider corporate initiatives. For example, partnering with The Royal British Legion and the British Heart Foundation, the team was able devise a strong corporate social responsibility message - reinforcing the image and reputation of RBS to its stakeholders.

To amplify the event, the team worked hard behind the scenes. They captured and created content to ensure the event trended on social media and reached out to those following the event virtually, as well as complementing the activities for those physically present.

At just an 8 week planning cycle, the Judging panel was impressed with the way the team was able to piece together such a complex event and accommodate last minute changes, such as additional meeting rooms.

The judges were unanimous in their decision: an event they’d have liked to attend themselves.

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