Increasing African Participation in International Associations and Their Conferences

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1 Increasing African Participation in International Associations and Their Conferences White Paper 22 May 2016 WHITE PAPER: INCREASING AFRICAN PARTICIPATION 22 May 2016 African Agenda 1

2 With excellent existing and quickly developing new convention facilities and infrastructure across the African continent, the time is right to bid for more international conferences to come to Africa. South Africa currently attracts the most conferences (position number 38 on the International Congress and Convention Association s (ICCA) ranking of the most popular countries in which to host an international association conference 1 ), but countries such as Kenya, Morocco, Rwanda and Ethiopia are also actively seeking convention business. In many instances, an international association conference being held in Africa is being held on the continent for the first time in the association s history. This is no coincidence. Africa is an attractive new frontier with growing economies and increasing stability and with many international associations seeking to increase their geographic spread and grow membership and influence, the fit is a natural one. Almost without exception, the bidding process to host a conference in Africa will include questions as to the opportunities for participation by African delegates, promoting membership growth into Africa, strategic planning to involve other African countries organisationally, how to promote the spread of new developments to developing countries, etc. As a result of this trend, African Agenda has developed this White Paper to share with clients and potential clients with a view to maximising participation and increasing attendance by African delegates at association conferences hosted in Africa. Channels and Target Markets The key to increasing participation is the identification and development of channels through which information and invitations to participate can be communicated. There are two types of groups through which to channel activities: associated and institutional. Associated channels include: > Linked African associations and networks > Other related African associations > University departments for related disciplines > Previous conference delegates > Past major sponsors with African presence > Professional/industry publications or mailing lists Institutional channels include (conference content dependant): > African Union Commission (Secretariat of the AU) > Southern African Development Community (SADC) and similar regional economic bodies > Chambers of commerce > Embassies and consulates The evaluation of each of these potential channels should be a collaborative effort between the professional conference organiser, the local host, the international body and the academic community (if relevant and not represented by the local host). A generic approach to all is not recommended, as each channel will have its own peculiarities; each approach will need to be well thought out in order to maximise impact and therefore drive awareness, expressions of interest and participation. The ultimate goal is the establishment of a useable database to which communication can be directed and thereby establish a conversation directly with potential participants and their employers or institutions. 1 ICCA Statistics Report -Public abstract: (23 May 2016) WHITE PAPER: INCREASING AFRICAN PARTICIPATION 22 May 2016 African Agenda 2

3 Communication Methods Once the channels have been established, the correct communication strategy needs to be identified and customised for each channel. Once the approach to each channel has been made and favourably received, communications options include: > Direct mailing lists traditional or electronic > Inserts sent along with existing traditional mailings > Inclusion in newsletters and calendars/event listings > Editorials and/or advertisements in publications > Opportunities at related conferences and events > Posters or notices print or digital The objectives of the communication are to (1) inform, (2) to elicit an expression of interest and (3) to motivate the participation activity (be it a submission or a registration). Content of the communication should highlight important dates, participation options (such as abstract submissions, exhibition, and bursaries), registration special offers and details of programme and speaker highlights. All communication should make allowance for the submission of an expression of interest, or some other call to action. Participation and a marketing presence at related conferences and events provide the opportunity for face-to-face awareness building. Competitions and other attractions coupled with an appealing stand or table are excellent tools for gathering information and for generating awareness. Every effort should be made to secure a slot in the programme so a representative can say a few words about the conference. Similarly, a road show or series of lectures in key destinations are useful methods of raising awareness about the conference and association and they also provide an indication of the quality of content and expected learning. The financial consideration of such an effort will need to be taken into account. Ambassadors and Champions While often the most difficult, the identification and appointment of ambassadors or champions has the most notable success. These representatives should be recognised and active in their markets and will require significant support from the conference organisational team. They will need clear goals and sufficient tools in order to drive awareness and play a significant role in directly influencing participation from within their sphere of influence. It is often helpful to incentivise an ambassador/champion in order to motivate them to achieve their targets. Depending on the conference, these representatives might be from the host region or from other regions from where delegate participation is being targeted. Bursaries and Discounted Attendance Fees While this strategy will require some financial resources, the creation of bursaries for participants from around Africa will demonstrate intent as well as create the vehicle for participants who may not have previously had the means to attend an international conference to participate in the African event. WHITE PAPER: INCREASING AFRICAN PARTICIPATION 22 May 2016 African Agenda 3

4 Bursaries can be limited to registration, or stretch to include a contribution to travel and accommodation as well. The creation of a two-tiered registration system whereby participants from Africa (or from low-income countries as determined by the World Bank 2 ) have access to a lower attendance fee is sometimes a contentious issue, but in the time that African Agenda has been applying this method, there has never been any resistance. There would appear to be a general acceptance that encouraging participation from less-wealthy regions in the world is a positive objective for any conference and that a discounted attendance fee is an acceptable tool with which to achieve this objective. The special rate could be limited to first-time participants only in order to reduce the financial burden, and can be limited to a short timeframe in order to play a role in conference cash flow; either way it is once again a clear indication of intent and determination on the part of the organisers to encourage participation from regions that are not traditional or historically participating markets. Building awareness and boosting attendance is seldom a straightforward exercise. Targets should be realistically set and any activities undertaken should be well defined with specific objectives. Like so many aspects of the local hosting of an international conference, this delegate boosting activity is most successful when it is a partnership amongst role players. Practical Support It must be borne in mind during any strategic discussions about boosting African attendance that merely marketing the conference and raising awareness is not sufficient to get the delegates there. Practical support is also necessary, from the financial considerations mentioned above, to logistical support in the form of extended timeframes for action and extensive visa support documentation. Conference accounting practices may also need to be amended, to offer on-site payments for example, in order to accommodate those without credit card facilities or those from countries that do not accommodate outgoing payments. Non-traditional payment methods such as money transfer (Western Union) or PayPal may need to be considered. Planning timeframes and key dates need to be developed with visa applications in mind. Immigration requirements can be somewhat opaque and the provision of the required support documentation can be arduous for the organiser, not to mention the time and expense required of the delegate. These must be taken in to consideration when setting registration and abstract submission deadlines. These concessions however are insignificant compared to the benefits to the conference and the participants, as well as to the association that is expanding its footprint in Africa. About African Agenda African Agenda are the masters at of conferencing. We offer expert insight and skills in substantiating and documenting your objectives, then designing and executing your conference with a high degree of proficiency. Whether you are hosting a national or international conference for 100 or 10,000 delegates, African Agenda understands how important delivering a truly innovative and memorable event conference is for you and your organisation. With our group of expert and creative professionals, we will work with you every step of the way, acting as your dedicated partner to bring together your tailored conference 2 The World Bank, WHITE PAPER: INCREASING AFRICAN PARTICIPATION 22 May 2016 African Agenda 4

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