TTâârgu Murergu Mureşş Business Business DaysDays

The Story of a Success

Where have we started Where have we started from…from…As a young organization, in the small town of Târgu Mureş,

JCI Târgu Mureş had set the goal to dinamize the business environment in Târgu Mureş after seeing that:– The business environment doesn’t have networking

possibilities,– There aren’t any business events here, – The business people don’t have the possibility to interact

and exchange ideas in an organized setting, and – There aren’t any organizations or professional groups

which could represent the business environment’s interest

And then, we began to…And then, we began to…

plan Business Networking Events

– We planned the first event on November 18, 2009 and it was a big success

– We applied what we have learned during the first, and we planned the second event, on December 9, 2009

– Because the market demand was continuously rising, we planned the third event, on January 27, 2010

Business Networking EventBusiness Networking Event

We understood the importance We understood the importance of…of…

Personal Development projects – When you wish to create positive changes around you, you

have to give importance to the development of necessary abilities – among your members (as organization), and among the people who can help you apply your ideas

That’s how the projectThe Development Nights (Serile de Dezvoltare) was born:– A set of micro-trainings during a few hours, held by

qualified trainers, successful entrepreneurs, Project Managers with large experience in project implementation

The Development Nights The Development Nights

We exchanged knowledge…We exchanged knowledge…

Since, when you wish for performance, it is vital to:– Share your knowledge to the ones around you and– Be willing to receive feedback and advice from

experts in certain fieldsWe organized a platform for giving and receiving feedback on broad band: Know-How FestA place were business people from various areas meet in an environment organized for:– Presenting their projects and getting feedback,

advice and ideas from other business people from other areas of expertise

Know-HowKnow-How FestFest

And since we saw it And since we saw it works…works…

we got courage and decided to realize an event on local scale (even regional) in which to combine all these events. Besides, we added new elements by bringing to Târgu Mureş some personalities who, by their personal example, can create an inspirational and motivational factor for business people in our region

TTÂÂRGU MURERGU MUREŞŞ BUSINESS BUSINESS DAYSDAYS

And that’s how

was born…

An unprecedented event …An unprecedented event …On an scale unseen in our small town

Which turned, from a regional event into a national (even international) one, by the media campaign and by the geographical diversity of the participants

Which produced an extraordinary impact on the business environment on the town and led to a significant growth of the image of JCI on a local, regional and national level

After weeks on making After weeks on making project…project…

The concept of the greatest business event ever organized in în Târgu Mureş was born:– 2 days of event with 32 renowned speaker from the business

environment– 4 conference sessions dedicated to entrepreneurship and

creativity in business– 12 workshops on very interesting topics and with immediate

applicability, held by nationally, even internationally known trainers

– A mini-exhibition with 20 companies exposing– 2 VIP Networking sessions– A competition with the price being a trip – a weekend in Vienna

for 2– Tombola with over 400 prices, in total value of over 15,000 EUR

The promotion campaign The promotion campaign followed…followed…

• over 50 articles and ads in the local and regional media papers (Zi de zi, Ziarul de Mures, Cuvântul Liber, Punctul, Nepujsag, 24-FUN, Zile şi Nopţi, Şapte Seri)

• 3 TV shows on Televiziunea Târgu Mureş (TTM News, Verde în Faţă, Plan Apropiat) and at least another 5 video articles during the TTM news

• 1 TV show at Ştii TV (Obiectiv Cotidian)• For 45 days, 2 spots of the events were broadcasted in prime-

time at the local TV station Televiziunea Târgu Mureş• For 45 days, 6 radio spots per day in Romanian and Hungarian• 3 radio shows on Radio Târgu Mureş (2 editions Business Plan,

1 edition Părerea Ta)• 1 TV show on Erdely TV and at least 2 video coverage

We had ingenious spotsWe had ingenious spotsTV spot Radio spot

JCI on TVJCI on TV

JCI on radioJCI on radio

Business Plan – Radio Mureş Părerea ta – Radio Mureş

JCI in the printed mediaJCI in the printed media

Partnership with CARIERE Partnership with CARIERE magazinemagazine

Through the partnership with Cariere magazine, JCI Târgu Mureş hat publicity on national level in the most appreciated magazine of HR specialists and of the managers looking for a job

Based on this partnership, JCI Târgu Mureş could offer at the tombola at the Târgu Mureş Business Days, two subscriptions for a year for the prestigious magazine

Article in the online edition Article in the online edition of CARIERE magazine, after of CARIERE magazine, after

the eventthe event

Printed newslettersPrinted newsletters

Website dedicated to the Website dedicated to the eventevent

www.businessdays.ro

Enviable online presenceEnviable online presencewww.ghenea.ro Hundreds of websites:

www.bestjobs.rowww.neogen.rowww.finantare.rowww.managementulproiectelor.rowww.plandefaceri.rowww.meteo.rowww.tjobs.rowww.carriereonline.rowww.underclick.rowww.markinstinct.rowww.fpp.rowww.mures.rowww.zi-de-zi.rowww.ziaruldemures.rowww.tvmures.rowww.erdely.tvwww.radiomures.rowww.comunicatedepresa.rowww.comunicatemedia.rowww.pmi.roAnd many others…

Online newslettersOnline newsletters

Google Adwords CampaignGoogle Adwords Campaign

SMS marketing campaignSMS marketing campaignTogether with Beam SMS we has a SMS marketing campaign, as follows:– Information campaign

by sending 10.000 SMS to data bases from Tjobs, Borg Design and the data bases of the JCI members

– Offering a discount of 10% for those who sent a SMS to the number 1892

ObjectivesObjectives – – main main results of the results of the SMSSMS

marketing campaignmarketing campaign The growth of the participants number

1. 17 registered participants for the event due to the SMS campaigns2. 7.2% from all the participants, have been attracted by the SMS campaigns

The growth of the awareness towards the event1. 12.561 potentially interested people found out about this event through SMS2. 203 participants registered to the JCI contest through SMS3. 292 additional people have sent SMS to JCI for supporting the participants of

the contest

Making a viral effect around the eventThrough the interactive contest it has been created a viral effect through which, at least 292 additional people, have been talking actively about the event

The growth of the JCI notoriety, by using a new and innovative promotion style

1. By the surveys on site, the participants were very excited about the use of SMS and the majority of the event planners that have been given interviews will use SMS for their events

1. By the survey made by JCI concerning the use of SMS for an event: 1. 29% of the participants considered the use of SMS – INTERESTING2. 5% of the participants considered the use of SMS – FUN3. 22% of the participants considered the use of SMS – USEFULL4. 2% of the participants considered the use of SMS – ANNOYING

2. By the survey made by JCI concerning the use of SMS by the companies owned by the participants:

1. 34% of the participants answered – YES2. 8% of the participants are still undecided3. 19% of the participants answered – NO

ObjectivesObjectives – – secondary secondary results of the results of the SMSSMS

marketing campaignmarketing campaign

Efficiency evaluation Efficiency evaluation of the of the SMSSMS marketing marketing

campaigncampaign• Return on Investment (ROI)

– The ROI will be calculated based on the packages purchased by the ones who have registered through SMS, in comparison with the cost of the sent SMSs

– The entire cost of the 13.499 sent SMSs is 593.96 EUR (13.499 * 0.044 EUR)– The 17 participants have reached sales, summing 1095.94 EUR ( (2 * 180RON + 15 * 306

RON) * 90%) )– The ROI 184,51% – The ROI was positive, the investment in SMS had almost been doubled

• The Conversion Rate– From 143 people who have answered through SMS, saying they are interested about the

event, 17 registered for the event– The Conversion Rate was 11,9%– The Conversion Rate was extremely positive, being more than double compared to the

average rate per industry

Facebook Ads – 1Facebook Ads – 1• Targeting

– who live in Romania– between the ages of 20

and 64 inclusive– whose friends are already

connected to Târgu Mureş Business Days

(Română)• Overview:

• 46 clicks • 127,482 Impressions • 0.036% CTR • Quality score 8/10 • Overall rating: A-

Facebook Ads – 2Facebook Ads – 2• Targeting

– who live in Romania– age 18 and older– whose friends are already

connected toTârgu Mureş Business Days

(Română)• Overview:

• 114 clicks • 219,724 Impressions • 0.052% CTR • Quality score 9/10 • Overall rating: A

Groups on FacebookGroups on Facebook

Groups on LinkedGroups on LinkedIInn

Other Social Media sitesOther Social Media sites

Another SMS promotion Another SMS promotion campaigncampaign

- The Facebook generation and the Social Media represent a very good environment for sharing information in a very efficient way. That’s why we have conceived a campaign to prize the people who have recommended us to their friends on Facebook, LinkedIn, Octo, Twitter, Neogen

- The big prize was a 2 person weekend, round-trip plane ticket, to Vienna. The accommodation is in a 4**** hotel, in the downtown

The Mechanism of the The Mechanism of the CampaignCampaign

Attracting the volunteersAttracting the volunteers• We have planned this event in

the middle of a financial crisis, and we live in a county with an unemployment rate of 10%. For that, we have given a chance to the people who could not afford to pay the event fee – they would pay with their time. In this way, from the ones that have chosen to participate in this way to the event, we have selected the ones who were skilled on marketing and sales. We have integrated them into our promotion teams, tele-sales and e-mail marketing. And we have placed the others on logistics and administration matters

• We had 12 such participants

Outdoor promotionOutdoor promotion

Special invitationsSpecial invitations

• Prefect• Mayor• State institutions• Personalities of the

city• Professors from the

universities• The Airport Director• Directors from big

corporations

Collaboration-ProtocolCollaboration-Protocol

• Incentive programs for potential clients

• Programs to reward loyal clients

• Programs to reward employees

Tele-sales CampaignTele-sales Campaign

With a professional tele-sales team (from Newfield Consulting and SMRP) we have organized a tele-sales campaign for 1.500 companies inside Mureş county

E-mailing CampaignE-mailing CampaignFollowing the Collaboration-Protocol between Newfield Consulting and Borg Design, we have organized an E-mail Marketing Campaign. It was targeted for more than 15.000 companies inside Mureş county and nearby counties

A multitude of A multitude of partnerspartners

www.businessdays.ro/parteneri www.businessdays.ro/parteneri

Open Doors DayOpen Doors Day To follow the partnership between JCI Târgu Mureş and CCIMS, on March 10, 2010 took place the Open Doors Day at the CCIMS headquarter. With this occasion, the JCI organization and JCI Târgu Mureş projects, were presented to the CCIMS members

*CCIMS = Chamber of Commerce and Industry Mureş

The visit of The visit of Vice Vice prepresidentsident JCI JCI

Tugrul Akay Tugrul Akay iin Romn RomaanianiaBetween March 22 – March 25, 2010, the Vice president JCI for Europe Tugrul Akay, was in Romania as the special guest at the Târgu Mureş Business Days event. There he awarded the JCI Romania president and JCI Târgu Mureş president for planning such a big event

Press ConferencePress ConferenceOrganized in honor of the Vice president JCI Tugrul Akay visit to Târgu Mureş, the Press Conference on March 23, 2010 had presented to the press from Mureş, which are the opportunities that are being offered to the business people by an organization such as JCI

Romanian-Turkish Business Romanian-Turkish Business Forum Forum

On March 23, 2010 CCIMS and JCI Târgu Mureş organized a Romanian-Turkish business forum, in honor of Vice president JCI Tugrul Akay’s visit to Romania

Promotion on sitePromotion on site

Fundraising for Social Fundraising for Social ProjectsProjects

JCI Târgu Mureş involves itself in Social Projects as well. With the occasion of Târgu Mureş Business Days, we have planned a fundraising campaign too, for helping the young between age 16 and 18 from orphanages. The funds will finalize as study scholarships which will assure them a chance, when they will get out of orphanage.

Promotional MaterialsPromotional Materials

In order to raise the necessary funds for the Social Projects, we have created a multitude of promotional materials,with the JCI brand on them. We have gave those to participants, in exchange for donations

Helping the talented young Helping the talented young peoplepeople

Within the Târgu Mureş Business Days, we have conducted several fundraising actions to help the talented young people inside our county

Prize ContestPrize Contest

At Târgu Mureş Business Days, on March 24, 2010 the big prize for Social Media was drawn

The winner of the Vienna weekend was Buta Călin

Tombola with over 400 Tombola with over 400 prizesprizes

With the help of its partners, JCI Târgu Mureş had succeeded toorganize a tombola with over 400 prizes consisting in: Nokia mobile phones, Bluetooth, business books,software for Microsoft, BORG licenses, ClickExpress licenses, promotional materials from variouscompanies, MBT shoes, tonometerand thermometer Zepter, subscriptions for specialty magazines and many others

The promotion of Filipe The promotion of Filipe Carrera’s book launchCarrera’s book launch

At Târgu Mureş Business Days,the

collaboration betweenRentrop&Straton publishing andJCI Târgu Mureş was announced.

The collaboration was maderegarding the printing of FilipeCarrera’s book – Networking.Professional Survival Guide.How to have success using

your Network, the financial costsbeing paid by both, JCI TârguMureş and Rentrop&Straton

Banner-UpBanner-Up

Arrangement of the Media Arrangement of the Media CornerCorner

To make it easier for our media partners to take interviews of the conference’s VIPs, in a calm and cozy frame, we arranged a Media Corner with the help of our partner, Dalin Furniture, at Târgu Mureş Business Days

Traditional food Traditional food tastingtasting

Among our partners, we had a famous dairy company from our county, which is one of the first brands of BIO products in Romania, with quality certificate

LIVE transmission of the LIVE transmission of the conferencesconferences

As a result of a LIVE video streaming solution (offered by Caro Comp) we were able to have transmission online for the all 4 conferences, both in March 24 and March 25

Video streaming Video streaming statisticsstatistics

• March 24– The online viewers were in the beginning 15-2015-20, ,

reaching reaching 8080 simultaneous connections during the speeches of Marius Ghenea and George Butunoiu 

• March 25– Went beyond our estimations – after a slow traffic

of 18-2518-25 connections (in the beginning) from 11 o’clock until 14 o'clock (when the presentations were over) the total number of the online viewers exceeded 200200 users, this in the given conditions of 30-40 simultaneous visualizations

WHO and FROM WHO and FROM WHERE watched the WHERE watched the

conferences LIVEconferences LIVE We’ve had live online viewers from: USA, France, Belgium, Luxemburg, Germany, Holland, Moldova, Italia şi Romania

Counties from Romania, where we’ve had live online viewers are: Alba, Arad, Argeş, Bacău, Bihor, Bistriţa Năsăud, Botoşani, Braşov, Bucureşti, Buzău, Cluj Napoca, Constanţa, Dâmboviţa, Dolj, Galaţi, Gorj, Iaşi, Maramureş, Mehedinţi, Mureş, Neamţ, Prahova, Sălaj, Sibiu, Suceava, Teleorman, Timiş, Tulcea, Vâlcea, Vaslui, Vrancea (32 counties from the 40 that Romania has)

Statistics of the “Statistics of the “LIVELIVE” page ” page in Google Analytics for March in Google Analytics for March

24 and 2524 and 25

The recording of the The recording of the WorkshopsWorkshops

VIP NetworkingVIP Networking

The business people had the opportunity to meet with the speakers of the event, during the two VIP Networking sessions

QuestionnairesQuestionnairesDuring the event’s two days the participants have received questionnaires with 20 questions from our partners

In order to encourage the participants to fill in the entire form, we have offered the ones who have filled in entirely, the possibility to win various prizes at the 2 drawings we had in each day

TTâârgu Murergu Mureşş Business Days Business Days – – in figuresin figures

• 628 participants• 4 conferences• 32 speakers• 20 companies with stands• 12 workshops• 2 VIP Networking sessions• 3 radio shows• 3 TV shows• Exceptional media campaign• Site www.businessdays.ro• Presence on http://www.jci.cc site• Honor special guest – Tugrul Akay,

Vice president JCI for Europe

• Tombola with over 400 prizes• Big prize – Weekend for 2 in Vienna• Over 50 partners and sponsors• SMS marketing Campaign with a ROI

of over 180%• Google Adwords Campaign• Facebook Ads Campaign• Fundraising campaign for Social

Projects• Outdoor campaign (2 meshes and

adds on 2 gigantic LCD panels)• Media studio on site• Stand of our own• Banner-up and roll-up• Over 50 journalists• 2.600 more people who have

watched the event LIVE• Newsletter JCI Romania – especially

for our event

Monthly Project Managers Monthly Project Managers Meeting, at NokiaMeeting, at Nokia (Cluj (Cluj

Napoca)Napoca)On March 26, 2010 (initiated

byJCI Târgu Mureş in partnershipwith JCI Cluj Napoca, PMI andNokia) it was organized at

Nokia,the monthly Project Managersmeeting.

This has been the next natural step of the biggest businessevent organized ever in TârguMureş; as more as JCI isstructured on projects

THE EVENT…THE EVENT…What followed