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Australian biotech education conference case study

How PSG Events Built the Operating System for an Inaugural Australian Biotech Conference

 

How PSG Events served as Fractional Head of Global Events for a biotech education organization - building the commercial, digital, communications, sponsor, speaker, and operational infrastructure for an inaugural Australian conference.

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Dallas to Queensland
Dallas, TX → Gold Coast, Queensland
JW Marriott Gold Coast Resort & Spa · Illustrative route
01 · Planned attendance
450 attendees
02 · Confirmed speakers
15 speakers
03 · Sponsor pipeline
6 signed + 4 active

(01) The challenge

An inaugural international conference needed a commercial and operational foundation.

 

The organization was producing its first conference without an established event operating model. The inherited venue agreement was based on 150 attendees, but the developing strategy called for up to 450. While the contract amendment was being developed, PSG Events also had to build the website, registration, pricing, sponsorship, speaker, marketing, communications, and operational systems required to move the conference forward.

01

First-time conference

The planning model, commercial structure, stakeholder workflows, and operating rhythm had to be created from the ground up.

02

Scale changed midstream

The original venue agreement reflected 150 attendees. The revised conference strategy required planning for as many as 450.

03

Multiple audiences

Attendees, speakers, sponsors, venue partners, and the internal team each needed a coordinated journey and clear communications.

04

One accountable leader

PSG Events served as Fractional Head of Global Events, connecting strategy, commercial planning, technology, communications, and operations.

 

(02) The PSG Events approach

We built the conference operating system from registration to handoff.

 

This six-month engagement combined strategic and tactical leadership to connect every conference workstream. The scope included the official conference website, Whova registration and payments, ticket pricing, sponsorship packages and contracts, speaker agreements, communications, marketing strategy, venue amendment requirements, and a documented operational plan.

01

Commercial architecture

Three ticket packages and three sponsorship levels created a structured foundation for registration revenue, sponsor sales, and audience positioning.

02

Digital registration ecosystem

The conference website, Whova registration, payment flow, attendee data collection, and confirmation journey were completed and connected.

03

Speaker and sponsor systems

Agreements, communication schedules, information collection, travel planning, sponsor contracts, and fulfillment tracking moved stakeholders forward.

04

Operational governance

Timelines, responsibilities, templates, workflows, and handoff documentation gave the internal team a practical framework for continued planning.

(03) Connected conference strategy

A connected strategy across every conference workstream.

 

Each workstream was designed as part of one system rather than a collection of disconnected tasks. Commercial decisions informed the registration journey, speaker and sponsor needs informed communications, and operational workflows connected the internal team with external stakeholders.

 

  1. 01

    Website and registration

    The public website, Whova platform, registration flow, payment processing, attendee data collection, and confirmation experience were completed.

  2. 02

    Ticket and sponsorship architecture

    Three ticket packages and three sponsor levels established pricing, benefits, contracts, sales materials, and repeatable follow-up workflows.

  3. 03

    Speakers and communications

    Fifteen speakers were confirmed. Agreements, the first two communication rounds, information collection, and initial travel planning were underway.

  4. 04

    Marketing and operations

    Social media strategy, promotional videos, speaker announcements, agenda templates, attendee communications, internal workflows, and the operational plan were completed.

(04) Fractional event leadership · Australia

Fractional leadership kept commercial strategy and operations connected.

 

PSG Events worked across strategy and execution planning so pricing, technology, contracts, marketing, communications, and venue requirements supported the same conference vision. That senior-level oversight reduced fragmentation and gave the organization one accountable point of leadership.

01

Conference website and Whova launch

The public-facing website, registration journey, payment flow, and attendee data structure were completed and ready to support promotion.

02

Speaker readiness

Fifteen speakers were confirmed, agreements were established, communication rounds were completed, and early travel coordination had begun.

03

Sponsor pipeline

Six sponsors were signed and four additional conversations were active at handoff, supported by a completed prospectus and sponsor contracts.

04

Venue and operational planning

The inherited venue agreement was reviewed against the revised 450-person plan, amendment needs were identified, and a complete operational framework was handed over.

(05) The results

The engagement concluded with a launch-ready conference foundation and an active commercial pipeline.

 

At the handoff, the organization had received a completed digital platform, pricing architecture, sponsorship program, confirmed speaker roster, marketing framework, communication templates, completed agenda and operational plan.

The original venue arrangement changed after the engagement, so these results reflect the strategy, systems, and stakeholder progress delivered through handoff rather than conference-day outcomes.

Live

Website and registration

The conference website, Whova registration, payment flow, and attendee journey were completed.

15

Confirmed speakers

Agreements, communications, information collection, and initial travel planning supported the confirmed program.

6 + 4

Sponsor pipeline

Six sponsors were signed and four more were in progress when the work was handed over.

(06) The business value

 

A first conference moved from concept to a structured, transferable operating system.

 

By connecting commercial strategy, registration technology, sponsor sales, speaker management, communications, marketing, venue review, and operations, PSG Events gave the organization a practical conference foundation the internal team could continue using after the engagement concluded.

(07) Build your conference infrastructure

Build the infrastructure your conference needs.

 

PSG Events provides senior-level conference planning and fractional event leadership for organizations that need experienced direction across strategy, registration, tickets, sponsors, speakers, communications, and operations.

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