Case study: Costa Coffee

The brief

To provide an event to launch the new company branding to 350 store managers, travelling in from all over the UK.

To create an agenda which minimised the store managers' time away from their branches, but maximised the opportunity of having everyone together by covering a variety of current topics.
To source a suitable, centrally located venue to cater for the number of delegates within a main plenary session as well as multiple breakout areas and a gala dinner, with nearby accommodation – all on a restricted budget.

An East Midlands venue close to all transport links set on a university campus, to provide a cost-effective venue and a blank canvas on which to display branding.
Accommodation at a number of nearby hotels offering clean, practical business travel on a budget.
To create a series of workshops and breakout sessions for small groups to rotate around, using different communication and presentation methods.
To use all available time, including coffee breaks and gala dinner.

Breakout & sampling areas

Communication materials

Branding was re-enforced throughout the event using welcome packs, plasma screens around the venue, the main stage set design, lighting and projection during gala dinner welcome drinks, and all signage, badges and collateral.
Utilising the ample parking at the university venue and then using coaches for shuttle transport between the venue and nearby hotels.
Creative messaging such as actors running drama workshops to teach 'up-selling at point of sale' and a complete 'Santa's Grotto' visual display to present the new line of Christmas products.
Live barista demonstrations during the coffee breaks by top baristas, using the company's own products.
Reward and recognition achieved through 'Oscars' ceremony during the gala dinner.

Only two days time was required of the store managers to attend so there was minimal impact to business.
Exciting, memorable moments were created, such as the MD driving on stage on an Italian Vespa scooter, which were then talked about back in the branches creating a buzz and resulting in ongoing communication beyond the event.
All topics were covered using interesting and easy to understand platforms, therefore aiding impact and message retention.

Memorable moments