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The National Black MBA Association\u00ae enlisted The Expo Group\u2019s help to transform and reimagine what had for many years been perceived as a \u201cjob fair\u201d into a more personalized event that would draw former attendees, who already had jobs, back to the event to explore resources and contacts that would help them further develop their careers.<\/p>\n
\n\u201cThe show was visually appealing and one of the best laid-out shows we\u2019ve had in our history, with great elements of engagement. The Expo Group made us feel like it was not only our show, but their show as well.\u201d
\n– Rita Parker
\nVice President
\nMarketing and Communications
\nNBMBAA\u00ae<\/p>\n<\/blockquote>\nROADMAP TO SUCCESS<\/h3>\n
Leadership at the National Black MBA Association\u00ae understood it had fallen into a \u201ccut and repeat\u201d rut with its annual conference and wanted to expand opportunities available to their broader base of attendees, not just students. NBMBAA\u00ae chose The Expo Group to help design and implement a new attendee show journey that would connect and amaze current attendees while extending the experience to the broader attendee base. In essence, it was a new roadmap to success.<\/p>\n
PERSONALIZE AND ACTIVATE<\/h3>\n
Nicole O\u2019Leary, VP, Creative for The Expo Group, helped the association develop a list of three goals to achieve in transforming its event. She and colleagues held an inaugural branding meeting with NBMBAA\u00ae NHQ leadership and stakeholders to gain acceptance of the event\u2019s reimagined style and appearance.
\nTaking advantage of event space beyond the show floor was a new element along the roadmap. It would incorporate a number of ways to personalize the event for attendees including a thought wall that encouraged the sharing of opinions and ideas. Relaxed lounges in the interview hall offered enhanced branding opportunities for corporations seeking qualified candidates and networking moments for both applicants and attendees.<\/p>\n