In this series, Agency Correspondent Heather Nicholls takes you behind the scenes of some of the most compelling brand activations and events.
In the fifteenth edition, we meet NR Events, the agency behind The National Black Police (NBPA) Conference.
The Brief:
The National Black Police Association Conference is a well-established annual event that follows a consistent format each year. However, each new year comes with new ambitions and fresh challenges. NR Events goal is to deliver a cost-neutral event that upholds the quality, culture and sense of pride associated with the NBPA, while also ensuring financial sustainability.
Each hosting police force aims to make their year stand out, and they bring fresh ideas, often focused on entertainment, food, and décor, so part of the agency’s role is to bring those ambitions in line with the budget, timelines, and venue logistics, while also maintaining strict security measures that come with hosting 400 police officers under one roof.
The Execution:
This was the third year of NR Events producing the NBPA Conference. Natasha Russell, event director at NR Events says: “Even though it was our third year producing the conference we still faced new challenges. For example, this year the event was held at the historic Guildhall in London which is filled with character but has strict regulations and for the first time we were sharing the site with other concurrent events.”
The starting point for NR Events is always the budget. The event needs to break even through a mix of ticket sales and sponsorship. From there, the agency gathers ideas from the host force’s organising committee and builds out creative mood boards and concepts that fit the brief, venue and audience.
Once the plan is agreed, the agency liaise with the venue, secure compliance approvals, brief the technical team and ensure that each element aligns with branding and the event app.
This year’s event also included a powerful historical element, Black History Walks, which explored London’s links to slavery. The agency researched a number of walking tours and worked out the logistics for 400 delegates travelling from across the country. Once we had this we then intergrated the tours into the event app to allow delegates to book sessions.
Russell said: “Communication is everything! This year’s collaboration was extensive, with a large organising committee and input from the national NBPA, the local host force, and various membership groups. We managed communication through regular meetings, detailed Monday.com boards and weekly update emails. In previous years, communications has ranged from teams made up of two people where we communicate a little more informally, like WhatsApp voice notes.”
She adds: “As the relationship with the NBPA continues to grow, we’ve been able to advocate for long-term improvements while ensuring that each year’s event feels fresh and relevant.”
This year the agency introduced Eventify, a new platform that transformed the ticketing and financial management process. Police forces across the UK use different payment systems, so Eventify’s adaptability allowed the agency to handle everything from PO uploads to invoices, which reduced the admin time dramatically.
The agency also trialled AI subtitles to support accessibility on a limited budget and used AI-generated summaries to help wrap each day’s discussion concisely.
The venue presented some new logistical challenges for the agency, such as restricted spaces and shared access with other events. Russell says: “We had to reconfigure parts of the schedule on the fly, including pushing back the exhibition opening. We also faced challenges such as balancing the budget under rising London costs, and limited sponsorship.”
She adds: “Catering also became a creative challenge, but with help from our network, we secured sponsorship in the form of gift card lunches for delegates, which gave them flexibility, meaning they could spend their £10 gift card at a number of places, rather than being restricted to one offering, and I think it improved the experience overall.”
Russell explains: “The NBPA represents a broad range of ethnic minority groups within policing, not just Black communities, but all ethnic minorities across the service. We always aim to reflect that diversity through the event’s food, entertainment and decor, showcasing a range of cultures.”
This year’s highlights included an incredible performance from Dhol drummers (Asian British Music), alongside DJ Allessandro from London DJ’s and a speech from Bridgerton actress, Adjoa Andoh.
The Result:
The number one aim of the NBPA Conference is to create a supportive networking space for police professionals across the country to come together. This year saw a record attendance, with the highest number of delegates staying through to the very end of the event, despite external challenges including a breaking news Panorama episode and the devastating terrorist attack that saw many officers recalled mid-event.
Russell says: “Despite tight budgets and logistical hurdles, feedback has been overwhelmingly positive. The most consistent feedback was gratitude, both from the delegates and the organisers. They were grateful that we achieved such a polished and inclusive event within the tight financial constraints and they praised our team’s dedication and creativity which made the event possible.”
Looking ahead NR Events will be approaching this event as a multi-year partnership, nurturing sponsor relationships to ensure the success of the event into the future. Russell says: “We have learned that a personable approach helps us to get to know all of the delegates throughout the event, which is great as we never know which force we will be working with to bring the event to life next year. We also continue to deepen our understanding of the racial and cultural challenges that the delegates face, which helps us to improve everything from food choices to religious requirements.”
