!"#$%!"#$%&'' 9 th National Public Policy Congress Sponsorship Report. Prepared for
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1 !"#$%!"#$%&'' 9 th National Public Policy Congress Sponsorship Report Prepared for
2 1.0 Forward Hudson and Eidos Institute Thank you for making the 9 th National Public Policy Congress a great success! As evidenced by our 9th consecutive year, the National Public Policy Congress continues to be the place where public and private leaders come to support collaborative solutions to Australia s major policy challenges. This year more than 120 delegates participated, with over 40% representing CEO or senior-level positions in public and private sectors (see figure 1). At Eidos, we believe that better policy means a better Australia. We have explored new methods of achieving this goal through the application of shared intelligence, evidence and research expertise. This year at the Gold Coast, we sought to achieve collaborative solutions to some of Australia s most pressing public policy challenges. New methods and partnerships were formed to connect our unique network of university members with a wider community of policymaking and partner organisations. The projects and tools developed at Congress sought to apply our network s distributed expertise to concrete public policy challenges. In partnership with the Department of Prime Minister and Cabinet (PM&C), Queensland Government and industry associates, we have been exploring key policy areas flagged as important for the future of policy design and implementation in both public and private sectors. Congress sought to inform and deliver the collective agendas of Eidos and its associates by: Identifying and discussing major policy issues and solutions Building a primary network of stakeholders to encourage ongoing collaboration at cross-institutional and cross-sectoral levels Raising the profile of emerging policy challenges, including The Big Data Talent Challenge Referring collaborative policy initiatives developed at Congress to the PM&C and other relevant state and federal government bodies Publishing a downloadable report summarising future trends discussed and their recommended progress targets for industry, government and academia. We look forward to the potential of continuing our partnership and welcoming you to the 10 th National Public Policy Congress in Brisbane November, preceding G20. Kind regards, Bruce Muirhead CEO, Eidos Institute
3 2.0 Hudson Logo on Congress ID Holder and Program The program is available for download here - eidoscongress.com/australia-2013/program/ Item 1: Screenshot of program 3.0 Introduction of Keynote Speaker The 9 th National Public Policy Congress saw the launch of Hudson s report, Tackling the Big Data Talent Challenge to an audience of 120 high-level stakeholders from government, industry, civil society and the public sector. Executive General Manager of Hudson Recruitment, Dean Davidson articulated actionable insights into how organisations can turn raw data into business value. A film of Dean s keynote and discussion with Evan Stubbs, Chief Analytics Officer of SAS Australia will be uploaded to YouTube and Vimeo. The film will be disseminated to more than 14, 000 contacts from the Eidos Institute s database, including all Congress participants. Item 2: Dean Davidson, Executive General Manager Hudson Recruitment presenting Hudson s report, Tackling the Big Data Talent Challenge to the Eidos Congress delegation.
4 Item 3: The Hudson Leadership Series Big Data Panel at the Eidos Networking Lunch on Day 1 of the 9 th National Public Policy Congress. Guest speakers: Evan Stubbs - Chief Analytics Officer SAS Australia, Dean Davidson Executive General Manager Hudson Recruitment, Wian Erlank Senior Lecturer in Law, North-West University, Joe Thurbon - Member Services Manager Intersect, Tom Cochrane Deputy Vice-Chancellor Queensland University of Technology. Item 4: Bruce Muirhead CEO Eidos Institute acknowledging Dean Davidson and endorsing Hudson s report, Tackling the Big Data Talent Challenge.
5 4.0 Hudson logo on promotional material & Congress pull up banner 4.1 Promotional material Each Congress delegate received a registration package with a copy of Tackling the Big Data Talent Challenge report and Hudson branded pen. The report is also on display at the Eidos Institute s head office. Item 5: Libby Marshall Associate Director, Sales, Marketing and Communications and Public Sector
6 4.2 Congress pull up banner As the major sponsor, 4 Hudson banners were displayed at Congress, including all networking events. Further images can be found here - eidoscongress.com/australia-2013/media-downloads/ Item 6: Panellists at the Public Policy Dinner discuss how technological advancements are helping to make government better. Guest speakers: Jim Varghese CEO Springfield Land Corporation, Andrew Garner Director-General DSITIA, Sam Johnson Young New Zealander of the Year 2012, Doug McTaggart Queensland Public Service Commission and Queensland Government Independent Commission of Audit.
7 5.0 Tickets to Congress and networking events As major sponsor, Hudson received the following complementary tickets to Congress and networking events: 5 day Congress delegate passes valued at $3,450 5 tickets to networking lunches, including Dean Davidson s keynote valued at $300 1 table (10 seats) to the Congress Welcome Dinner value at $ Corporate brand promotion As major sponsor of Congress, Hudson positioned its brand to 120 delegates, with more than 40% representing CEO or senior-level positions* in civil society, industry, government, university, and public sectors (see Figure 1). See contact list attached for a complete list of all represented organisations and departments. Figure 1: Industry professionals by sector CEO & senior-level delegates Total delegates Government Civil Society Industry University *Senior-level delegates denote positions including manager, Director-General, Vice-Chancellor, Dean of school, executive council, and Associate Director.
8 Item 7: The Better Services for Queenslanders Public Sector Renewal Panel. Guest speakers: Margarita McCracken Executive Director Capability Brokerage, Public Service Commission Queensland Government and Rona McLean General Manager, Hudson Recruitment Queensland.
9 7.0 Social media and online marketing 7.1 Facebook and Twitter Both in the lead up to, and during Congress social media was used to promote policy topics to be featured at the event, and persons and corporations involved in the event. The following data shows how the policy topic of Big Data, Hudson s area of recruitment expertise, and Hudson itself as the major sponsor of Congress was promoted. Facebook Posting Facebook was used as a means of showcasing policy areas to be covered during the event. The Congress promotional campaign run through Facebook was a great success. The entire campaign resulted in 43, 8586 impressions and 13, 356 clicks on content posted. These figures indicate that the campaign was wide reaching and engaging. Big Data, which is currently a recruitment focus for Hudson was featured within the Congress promotional campaign via a link to the, Hudson -- Do you have the right people for Big Data? video on the Hudson website. This post was seen by 173 people, received two link-clicks, 4 post clicks and 1 like (see Figure 2). Figure 2: Facebook Post Statistics Logo frequency in photos In addition to post promotion leading up to Congress, Hudson features prominently in photos taken throughout the event that were posted after Congress came to a close. These photos are now permanently archived and organized on Eidos s Facebook page, and are available to be viewed by anyone, at anytime in addition to Eidos s 1442 current fans. The frequency at which the Hudson name or logo features in Congress photos contained within the Eidos Facebook page are as follows. Facebook Photos Australian Congress 2013, Gold Coast Hilton Hotel No. Photos in Total No. of Photos Clearly Displaying the Hudson Name/Logo No. of Photos Partially Displaying the Hudson Name/Logo No. of Photos featuring the Hudson name/logo in total Table 1: Instances of Hudson Logo in Facebook Photos
10 Samples of the Hudson logo appearing in Eidos s Facebook photos are provided below.
11 Twitter Twitter was used both leading up to and during Congress to promote and generate interest in Hudson, as well as it s current recruitment focus, big data. All tweets sent by Eidos have the potential to be seen by our 1119 followers. The following table details how many tweets were sent regarding each subject. Period Sent Tweet Subject No. of Tweets Sent Before #BigData 1 6 No. of Tweets Sent During #BigData 2 12 Sub-totals 3 18 Total No. of Tweets Sent 21 Table 2: Instances of Hudson in Tweets These tweets were well received by Eidos s Twitter following which is measurable by the significant number of retweets they received. Of the twenty-one tweets relating to Hudson and big data Eidos sent out, eleven were retweeted, most multiple times (see figure 3). Figure 3: Retweet Rate & #BigData Related Tweets Sent by Eidos 10% 14% 48% 0 retweets 1 retweets 2 retweets 19% 3 retweets 9% 4 retweets Retweets also often came from influential professionals with large Twitter followings. This potentially exposures the Hudson brand and current recruitment focus area, big data, to vast networks of relevant people. The combined following of persons whom retweeted Eidos tweets relating to or #BigData adds up to 18, 697 people. A sample of these professionals and following size along with their retweets are detailed below.
12
13 7.2 marketing campaign In the lead up to Eidos s 9 th National Policy Congress an marketing strategy was adopted to promote, raise awareness and provoke interest in the event. Throughout this campaign a series of thirteen s and e-newsletters regarding Congress were distributed to Eidos s contacts. Eidos has a vast and diverse contact network including local, national and international universities, Government Departments, private enterprise corporations, press and both professional and academic individuals. The following data represents the success of Eidos s marketing campaign, aimed at its professional network. Congress Marketing Campaign Opened Click-throughs Table 3: E-Newsletter Statistics Figure 4: Reaction to Congress Marketing Campaign 54% 46% Opened + Click-Through Opened The above pie chart in Figure 4 shows that there was a reasonably high click-through rate for s opened by recipients. This suggests that the subject matter of the s and the promotional information contained within them was of interest to Eidos s contact network. These click-throughs directed recipients to various landing pages within the Congress website. The majority of these click-throughs direct the recipient to the Congress Homepage, where the Hudson logo is clearly shown as a sponsor of the event.
14 Figure 5: Eidos Congress Homepage
15 8.0 Hudson seen as a public policy leader A report summarising future trends discussed and their recommended progress targets for industry, government, and academia will be published online. This includes a brief on Hudson s report, Tackling the Big Data Talent Challenge and the implications of big data for both public and private sectors. Item 8: Ross Musgrove - Deputy Director General, Public Sector Renewal, Department of Premier and Cabinet, provides pragmatic leadership on public sector renewal. 9.0 Conclusion Eidos is committed to partnering with like-minded organisations that share our passion to promote evidence-based solutions to Australia s most pressing public policy challenges. We are dedicated to providing a partnership that reflects your commitment to connecting, advising, and supporting organisations from a range of sectors and one that meet s your organisation s objectives. Whether it be influencing policy on a national level, engaging your key target markets, or engaging in brand building activities, we seek to create mutually beneficial partnerships that deliver tangible results well beyond Congress. We thank you for your support and look forward to potentially continuing our partnership in the future.
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