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International Congress and Convention Association #ICCAWorld#HoustonLaunch
Measuring impact
of ambassador
programmes
Steen Jakobsen
Dubai Business Events
#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Established in 2010
• Owned and managed by Dubai Business Events – The Official Convention
Bureau for Dubai
• Aimed at connecting and supporting individuals who are committed to Dubai’s
growth and global positioning
• Objectives:
– Help us identify and bid for key international meetings and conferences
– Grow Dubai into a hub for knowledge and innovation
– Contribute to the objectives and global positioning of our Strategic Partners
– Support our ambassadors in achieving their personal and professional
aspirations
• Current number of ambassadors is 340 individuals
The Dubai Al Safeer Ambassador Programme
#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Medical professionals, leading scientists, researchers, academics and subject matter
experts working in Dubai and the UAE
• Represents academic institutions, associations, and government departments across all
industry verticals and scientific sectors
• Passionate about Dubai and share an interest in promoting the Emirate as well as their
scientific or industry field to the outside world
• Share a willingness to collaborate with other stakeholders in the city and engage with
their peers internationally
• Share a vision to drive knowledge exchange, foster thought leadership and create impact
for the benefit of Dubai and the UAE
Who are our ambassadors
#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Based on strategic partnerships with government entities, universities and
associations across the UAE
• Currently MOUs in place with 15 strategic partners such as:
– Dubai Health Authority
– Dubai Municipality
– Society of Engineers
– Emirates Medical Association
– University of Dubai
• Annual project plans outlines objectives, activities KPI for each strategic partner
• Designated DBE account manager and MOU partner contact persons manages
annual project plan
Strategic Partnerships
#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Set annual objectives
• Hold strategic partners and ambassadors accountable
• Key Performance Indicators
– New bid opportunities
– Bid submissions
– Bid wins
– New strategic partners
– New ambassadors
– Parters and ambassador satisfaction
• Review and report regularly
How to measure impact
0
20
40
60
80
100
Bids submitted
2016 2017 2018
0
5
10
15
20
25
30
35
Bids won
2016 2017 2018
#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Annual event with special recognition of sucessful ambassadors
• Publish and share ambassador success stories in local media
• Provide ambassadors and their families with tickets to entertainment events, hotel
stays, shopping and restaurant vouchers etc.
How to motivate ambassadors
International Congress and Convention Association #ICCAWorld#HoustonLaunch
Thank you!

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58th ICCA Congress | Ambassador Programme - The advanced edition - Steen Jakobsen

  • 1. International Congress and Convention Association #ICCAWorld#HoustonLaunch Measuring impact of ambassador programmes Steen Jakobsen Dubai Business Events
  • 2. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association • Established in 2010 • Owned and managed by Dubai Business Events – The Official Convention Bureau for Dubai • Aimed at connecting and supporting individuals who are committed to Dubai’s growth and global positioning • Objectives: – Help us identify and bid for key international meetings and conferences – Grow Dubai into a hub for knowledge and innovation – Contribute to the objectives and global positioning of our Strategic Partners – Support our ambassadors in achieving their personal and professional aspirations • Current number of ambassadors is 340 individuals The Dubai Al Safeer Ambassador Programme
  • 3. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association • Medical professionals, leading scientists, researchers, academics and subject matter experts working in Dubai and the UAE • Represents academic institutions, associations, and government departments across all industry verticals and scientific sectors • Passionate about Dubai and share an interest in promoting the Emirate as well as their scientific or industry field to the outside world • Share a willingness to collaborate with other stakeholders in the city and engage with their peers internationally • Share a vision to drive knowledge exchange, foster thought leadership and create impact for the benefit of Dubai and the UAE Who are our ambassadors
  • 4. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association • Based on strategic partnerships with government entities, universities and associations across the UAE • Currently MOUs in place with 15 strategic partners such as: – Dubai Health Authority – Dubai Municipality – Society of Engineers – Emirates Medical Association – University of Dubai • Annual project plans outlines objectives, activities KPI for each strategic partner • Designated DBE account manager and MOU partner contact persons manages annual project plan Strategic Partnerships
  • 5. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association • Set annual objectives • Hold strategic partners and ambassadors accountable • Key Performance Indicators – New bid opportunities – Bid submissions – Bid wins – New strategic partners – New ambassadors – Parters and ambassador satisfaction • Review and report regularly How to measure impact 0 20 40 60 80 100 Bids submitted 2016 2017 2018 0 5 10 15 20 25 30 35 Bids won 2016 2017 2018
  • 6. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association • Annual event with special recognition of sucessful ambassadors • Publish and share ambassador success stories in local media • Provide ambassadors and their families with tickets to entertainment events, hotel stays, shopping and restaurant vouchers etc. How to motivate ambassadors
  • 7. International Congress and Convention Association #ICCAWorld#HoustonLaunch Thank you!

Hinweis der Redaktion

  1. Slide to use for introduction of panelists or subtopics