We proved community B2B events can work, says Lloyds

Lloyds Banking Group's senior change manager Janine Osborn told delegates at C&IT's Corporate Forum that taking on a community project was the challenge of a lifetime, but the rewards were worth it.

We proved community events can work, says Lloyds
We proved community events can work, says Lloyds
Osborn said that convincing Lloyds to break from its traditional conference format was a challenge.

The Lloyds Back to School project on 7 March 2011, organised with DRP Group, started as a plan to use a school for a conference but ended up involving 90 staff and more than 750 students of St Marks Church of England Academy, south London.

Motivational talks were delivered to pupils, with Lloyds staff addressing students on a variety of topics, including the value of education and work experience.

Sporting celebrities including Roger Black MBE, Steve Redgrave and Steve Backley also took part in the event, which included an Olympic-style closing ceremony.

Osborn said: "The project was an extraordinary experience for pupils, teachers and staff at Lloyds alike. We changed people’s perceptions of what is possible and some of the feedback was just heartwarming."

She added that the event has helped create a legacy of education-interaction from Lloyds staff.

Dale Parmenter, managing director of DRP Group, said: "There were so many aspects that could go wrong so we were nervous but the result was spectacular. The feedback was extraordinary."

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