Tired of the same old meetings in manky church halls with dry biscuits and watery tea, business partners Jade Farrar and Cam Calkoen decided it was time to change the way meetings were run in the disability sector and, indeed, everywhere else too.
“We work in the disability sector and we were tired of meetings that always featured the same old faces and went on for too long. So we thought that there has to be a better way. We asked the question about what we could do to make meetings more interesting, so we could get more people along.”
The result was the Really Big Kinda Massive Meet Up brand, originally conceived to get young people with disabilities along to meetings where they could engage with fresh, go-ahead brands not normally associated with the disability sector.
The pair decided that the brand would be young and dynamic, which meant things had to change, namely:
- The venues
- The duration
- The content
- The marketing
The result was that they engaged Auckland Conventions, which offers high-end venues such as the Viaduct Events centre, and adopted the Japanese philosophy of meetings of PechaKucha.
“PechaKucha is a presentation philosophy that requires presentations consist of 20 slides shown for 20 seconds each – concise, fast paced and delivered in under 7 minutes. So the presentations are no longer boring.
“We decided to actively reach out to some big brands not normally associated with the disability sector to talk to people about who they are as an organisation, what they offer and how people with disabilities could engage with them,” says Jade.
Understanding that not everybody can show up to every meeting, the team at Really Big Kinda Massive Meet Up developed a big commitment to social media and YouTube.
“You have to market the brand across multiple platforms, not just social media. It’s all very well to have a Facebook page, but you have get people to that page which calls for a mix of offline and online marketing.
“The brand needed to be young, positive and energetic, but it also needed to communicate across all channels – from Facebook and YouTube to posters, banners, goodie bags and stickers.
“It has to be a simple brand, but not necessarily about representing disability, because we have plans to branch out to other sectors with our meet up brand – we started with the disability sector because that’s where we work. In essence, we want to be the next TED.com
Jade says they couldn’t be more thrilled with GardyneHolt’s work, which is done pro bono for Really Big Kinda Massive Meet Up.
“Some people would die when you describe a brand that way, but it’s exactly what we want to achieve,” says Jade.Back