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“Business Svek 2016”: Organization and complex support of a business forum in the framework of the annual day of Russian entrepreneurship task in 2015 entrepreneurs were configured

“Business Sovetest 2016”: Organization and complex support of a business forum in the framework of the annual day of Russian entrepreneurship

TASK

In 2015, entrepreneurs were pessimistic about the future Russian economy. Among the leading problems were limited access to financial resources and business cold, associated with excessive bureaucracy and low interest in local self -government in small and medium -sized businesses. At the same time, in Moscow, the total volume of support in the field of state and corporate procurement is more than 200 billion rubles, and a whole range of programs and measures for financial support and stimulate business is being implemented. However, only a few of the metropolitan businessmen know about such opportunities.

On the Day of Russian Entrepreneurship, the Department of Science, Industrial Policy and Entrepreneurship of the city of Moscow, together with the All-Russian public organization of small and medium-sized enterprises, Opora Russia organized the Business Sovetest 2016 forum. For the city, the forum became the opportunity to create an open -up venue for business and authorities on equal terms and show the potential for the development of entrepreneurship in Moscow.

Thus, the following goals and objectives faced the agency:

Provide the possibility of dialogue without ties between entrepreneurs and city authorities.
Increase the trust of the Moscow business community to the forum and invite entrepreneurs to take part in it.
Increase the level of awareness of entrepreneurs about existing measures and business support programs by the Moscow authorities.

Communication strategy

Pessimism in relation to the future business in Russia, a skeptical attitude to the forum caused by fears that this will be another event for show, where officials will be deaf to the opinion of business – these are the main communication barriers that the agency had to overcome.

The strategy was based on the idea of changing the format of the event and creating a “forum on the contrary”, where officials, but entrepreneurs will become speakers. Such an offset of accents allowed the forum to become a platform for business and city dialogue on an equal footing, giving the opportunity to discuss the current economic situation without bills, voice existing problems and begin joint search for their solutions.

Tactics, creative solutions

In 2016, the pessimistic economic forecast was not justified, and low economic activity was replaced by the revival of the entrepreneurial environment. Business spring has begun. This image has become the basis of the creative concept of the forum, which was broadcast through its name (“Business Vesna 2016”), colorful visual design and the principle of the formation of a business program.

To emphasize the connection of the forum with the life of the city and strengthen the feeling of the beginning of a new stage, the main symbol of the event was chosen: it blooms in May, during the forum, and its flower with five petals is a symbol of good luck.

Practical actions

March -May is a communication campaign.
Announcing advertising campaign
On the eve of the forum, the following advertising tools were used to ensure wide coverage of the target audience:

Address newsletter invitations on the basis of the organization Opora Russia and the base of entrepreneurs of the Government of Moscow;
outdoor advertising in the city center for informing residents of Moscow and the Moscow region about the upcoming event (more than 120 advertising surfaces were used);
Advertising on the main business radio Business FM for informing the Moscow business community about the upcoming event. The main emphasis was on the advantages that entrepreneurs will be able to receive when coming to the forum (more than 40 outputs on the air);
Internet advertising To increase the coverage of the target audience on the most commonly visited business and news Internet resources, such as kommersant.ru, ria.ru, vedomosti.ru.

Work with the press
To overcome existing communication barriers, the following key tactics of media interaction were selected:

Work with stories of the success of entrepreneurs – forum participants. During the announcing campaign, the agency’s team selected the most striking and non -standard cases of the forum participants, which were then broadcast in the media.
Initiation of comments, interviews with key speakers About the current agenda, key trends and problems of business development in Moscow, throughout the announcing campaign, to maintain and strengthen the interest of the target audience in the forum.
Creating a pool Business and socio-political publications, including more than 1000 targeted contacts.
Information partnership. The forum was supported by the 28 largest federal business and socio-political media, among which such publications as RBC, Kommersant, Vedomosti, Gazeta.ru, Russian Newspaper, RIA Novosti, ITAR-TASS, Business radio stations FM, “Echo of Moscow”, “Vesti FM”, as well as the television channels “Channel One”, “Russia-24”, “Moscow 24” and others.
Creating a media center at the forum site. The media center is a special business area equipped with all the necessary equipment, fast and stable Internet and screens with a direct broadcast of what is happening in the hall. Journalists learned about all the changes in the business program in real time through audio-ownership and special information screens.
Individual approach to journalists. For each journalist at the event, his own program was developed, which corresponded to his interests and wishes and included information on the most relevant speakers, business sections, exhibition stands for him.SMS provisions on the upcoming press approaches were also used.

May 26-Forum Business Association 2016

Forum business program It included six business sessions formed on the basis of an analysis of the most popular among entrepreneurs: “Innovative production-technology, personnel, infrastructure”, “Finance and business”, “Work with state orders and purchases”, “Innovation service and the service sector”, Tourism. Internal tourism ”,“ Catering and food industry ”. During the day, a number of agreements were signed providing the creation of a new technopark in Moscow, a scientific and practical laboratory for the development and testing of program and technical solutions in the field of medical services and telemedicine, and the launch of a transparent financial support mechanism for production SMEs.

Open dialogue of power and business. Unlike other forums, the main speakers of the events themselves were entrepreneurs themselves, who received the opportunity to share their stories of success and failures and discuss current problems. And over 45 representatives of Moscow city authorities, including Moscow Mayor Sergei Sobyanin and his deputy Natalya Sergunina, head of the Department of Science, Industrial Policy and Entrepreneurship of Moscow Oleg Bocharov and his deputy Olga Rogova and many others, took part in the work of sessions as listeners.

Exhibition Made in Moscow. More than 60 local companies got the opportunity to demonstrate their goods and solutions to a wide audience. Together with them, stands of banks and state distributors of budgetary funds, as well as services for business services, where entrepreneurs could get professional advice, were presented on the site.

Events for future entrepreneurs. For young entrepreneurs and their parents, a special zone with a free entrance was built on the territory of VDNH. Children and adolescents could take part in business games and master classes throughout the day (“From idea to production”, “Enterprising inventors”, “Loy brains”, “Commercialization of engineering projects”, “Vertical take-off”, “Digital house” , Aviation). They also had the opportunity to see a scientific show, visit an interactive site of scientific and technical creativity, take a career guidance test and get advice from specialists in choosing a future career trajectory.