Common platform LAC SURF
UNDP Knowledge Fairs: A HOW-TO-GUIDE
Produced by:
PANAMA SURFand Regional Project Knowledge Fair on Local
Governance in Latin America
With the support of:Sustainable Energy Programme- (EEG/BDP) and
Bratislava Regional Center
United Nations Development Programme Draft Document, June
2005
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UNDP Knowledge Fairs: A HOW-TO-GUIDE Panama Sub regional
Resource Facility United Nations Development Programme Draft
document June 2005
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TABLE OF CONTENTSPresentation
PART 1: the core principles of a knowledge experiencing and
exchanging knowledge. A. The origins B. The context C. The purpose
D. The key features E. The object F. The actors
fair:
PART 2: Conducting a Knowledge Fair: the experience and lessons
learned in Latin America. A. Documenting the experience B. Setting
the stage C. Promoting the fair D. Funding the fair E. Organizing
the logistics F. Signing the agreements G. Adapting/transferring
knowledge H. Creating Networks Make your own Annexes
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PRESENTATIONThis document presents the main concepts and
practical aspects of a Knowledge Fair. The fair (or celebration) is
an instrument that promotes knowledge dissemination and transfer
through the direct interaction between the forgers of successful
experiences and those interested in learning from them (suppliers
and demanders of knowledge). This guide is addressed to any UNDP
unit interested in carrying out a celebration, covering all the
stages involved such as the preparation, realization and follow-up.
The knowledge fair constitutes an effective knowledge tool that
contributes to the consolidation of UNDP as a knowledge-based
organization, within the new UNDP knowledge management model. This
guide is based on the lessons that the knowledge fairs already
carried out have yielded, and intends to serve as a reference point
for future celebrations. This knowledge tool was originally
developed by the UNDP Regional Project Knowledge Fair on Local
Governance in Latin America, and has been tested on the area of
local governance and human development in Bogot (Colombia, 2002),
Guayaquil (Ecuador, 2004) and Rosario (Argentina, 2005), and on the
area of the environment in Costa Rica (2003). In these fairs, the
celebration took place in situ, meaning that the knowledge
demanders were given a first-hand view of the successful
experiences results and achievements in the locations where they
were developed (although a knowledge fair doesnt necessarily have
to be held in situ). The results achieved during previous fairs,
the lessons learned, and the possibility of applying this knowledge
transfer mechanism in other UNDP concentration areas and regions,
have motivated the Regional Project and LAC-SURF to produce this
guide. This document begins by explaining the concepts and context
of a knowledge fair within the UNDP knowledge management model, and
gives a quick overview of the main aspects of a celebration (Part
1). It goes on to respond to the basic questions the why, what,
who, where and when regarding the main characteristics of a
knowledge fair (Part 2). The guide continues by going more in depth
about all the activities that have to accompany a knowledge fair
the hows in order to make it happen (Part 3). Finally, the document
concludes by commenting on the knowledge transfer agreements and
how to follow up once the event is over (Part 4), and provides
annexes which illustrate some of the elements used in previous
fairs (Part 5).
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PART 1
The core principles of a knowledge fair: experiencing and
exchanging knowledge.
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A.The origins and concept of a Knowledge FairThe traditional
mechanism of a fair has been adopted by UNDP as a tool for
knowledge promotion and dissemination. This first chapter presents
the concept of a knowledge fair and illustrates its main components
through a concrete example. In addition, the role of these fairs
within the new knowledge management model which is being developed
by some UNDP units in Latin America and other regions is
explained.
Fair (n),1. A gathering held at a specified time and place for
the buying and selling of goods; a market. 2. An exhibition, as of
farm products or manufactured goods, usually accompanied by various
competitions and entertainments: a state fair. 3. An exhibition
intended to inform people about a product or business opportunity:
a computer fair; a job fair. 4. An event, usually for the benefit
of a charity or public institution, including entertainment and the
sale of goods; a bazaar: a church fair.The American Heritage
Dictionary of the English Language, Fourth Edition Copyright 2000
by Houghton Mifflin Company. Published by Houghton Mifflin Company.
All rights reserved
Originally created for religious purposes, fairs evolved over
history to become an instrument par excellence for commerce, a
means of displaying and exchanging different kinds of merchandise.
In medieval times it was crafts and foods, during the industrial
revolution manufactured products and machines, and in the modern
age technological advances have been presented and spread through
fairs. During these periods, fairs have contributed to the
diffusion of different products and services, as scenarios where
the producers could get in direct contact with those interested in
purchasing the goods or curious to see what is being offered. Over
time, fairs have also become a way of exhibiting and celebrating
the achievements and manifestations of a particular country, group
or organization (such as the World Exhibitions, where each country
displays the ideas or advances which they want to share with other
nations).
Today, in a world where information is abundant, the key is to
transform it into useful knowledge. In this context, UNDP can use
the simple yet powerful mechanism of a fair to promote knowledge
transfer and consolidate itself as a knowledge-based organization.
This tool can be used by UNDP to showcase by means of a celebration
the knowledge obtained through successful experiences1. By
celebrating these experiences and setting the stage for a fair,
UNDP can enable the suppliers (forgers of these experiences) to
interact with the demanders (practitioners interested in
replicating/adapting these experiences in their own context),
leading to the diffusion of successful experiences and to the
transfer of knowledge. Knowledge Fairs can become a vital UNDP tool
for achieving horizontal cooperation to transfer knowledge among
actors. A knowledge fair showcases a successful experience by
combining instruments of a traditional fair such as stands, guided
visits and business rounds with lectures, panels and discussion
tables. This allows the participants to get a first-hand view of
the experience, exchange information, and sign agreements2 for
horizontal cooperation to transfer knowledge. A knowledge fair has
a great impact on the participants when it is in situ3, meaning
that it takes place in the location(s) where the results and
achievements of the successful experience were obtained. However,
the knowledge fair methodology can also be applied in an event that
is held in a different place from where the experience was
developed, though a special effort must be made in order to somehow
bring the participants close to the results and achievements. The
concept of a knowledge fair proposed by UNDP can be summed up in
the following definition:
Knowledge Fair (n),An event where a successful experience is
celebrated and exhibited, by carrying out activities which allow
the direct interaction between the suppliers and demanders of
knowledge, leading to the signing of agreements for knowledge
transfer.
UNDP
1
For purposes of this guide, a successful experience is a set of
projects, programs or policies implemented at the local, regional
or national level, with verifiable and sustainable results obtained
during a period of time, with positive impact over peoples quality
of life. This concept can also be associated to the notion of good
practice. 2 An agreement or MoU Memorandum of Understanding is a
manifestation of will between knowledge suppliers and demanders to
initiate a horizontal cooperation process for knowledge transfer.
It is not a legally binding document. 3 In this guide the focus is
on the in situ fair methodology, since it is the most tested to the
moment and has generated a strong impact among the participants by
allowing them to experience close-up the achievements which are
being celebrated.
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B.The contextThe knowledge fair is a tool which contributes to
the promotion and dissemination of successful experiences. Although
the knowledge management process can be divided into many different
and overlapping phases, it can be broken down into 3 big stages:
knowledge generation, promotion and transfer. The following diagram
illustrates the position of knowledge fairs in the knowledge
management process
Knowledge management cycleKnowledge generation, codification and
systematization Knowledge promotion and dissemination
SUPPLY
Effective Knowledge transfer
DEMAND
Knowledge Fairs
The first stage in the knowledge management process is the
knowledge generation. It begins with the establishment of a
conceptual and policy framework. Based on this framework, an
empirical knowledge base is built by gathering successful
experiences basic information. From these experiences, those which
are most in accordance with the conceptual framework are thoroughly
documented. The lessons learned and methodologies extracted from
the documented experiences are codified and systematized into
useful knowledge. During the second phase, the knowledge previously
codified (or packaged) is promoted and disseminated. This is
achieved by using different mechanisms, such as a web page
(provided with a powerful search engine) with broad range of
action. Another way to carry out this phase using a more focused
approach is through knowledge fairs, where knowledge is promoted
allowing demanders and suppliers of knowledge interact directly.
The third stage is the effective transfer of knowledge. This phase
is supported with methodologies designed to ensure a systematic
knowledge transfer from the supplier (key actors from successful
experiences) to the demander (actors that are looking for
horizontal technical assistance). Development projects, with higher
added value by UNDP, are designed through customized missions
integrated by the knowledge suppliers (non-UNDP experts from
successful experiences) and UNDP facilitators. In this way, policy
advice and advocacy on UNDP core development issues is transmitted
to stakeholders in a more effective way through peers. See annex
1.
Illustration: Other UNDP units benefit from the LAC KM model The
KM model in LAC has also served as input for UNDP in other regions.
For example, the Regional Center in Bratislava has taken steps
forward to adapt LOGOSIS the good practices information system- and
to work together with the LAC-SURF and the Regional Project on
Local Governance in designing a diagnostic tool on MDGs at the
local level. The Regional Center in Bangkok capitalized on the
methodology of the knowledge fair to dynamize the Asia RR/DRR
Meeting (end-April 2005). The Global Energy Programme has designed
the Knowledge Management Strategy in UNDP Energy Sub-Practice to a
great extent based on the experience of the LAC-SURF and the
Regional Project on Local Governance in LAC. BDP and RBLAC senior
management have demonstrated interest and willingness in promoting
this cross-collaboration between regions and units.
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C.
The purpose
It is in UNDPs interest to promote and carry out knowledge fairs
because they constitute a knowledge management tool that
strengthens the UNDPs position as a knowledge-based organization,
while improving day-to-day UNDP business. The 6 main reasons why
UNDP can benefit from using the knowledge fair mechanism are: 1.
The knowledge fair showcases a successful experience framed within
UNDP paradigms. The successful experience - chosen based on
criteria established by UNDP - is celebrated and exhibited in a way
that allows the knowledge demanders to directly interact with the
forgers of the experience and have a first-hand view of its results
and achievements. 2. The knowledge fair contributes to the
consolidation and continuity of a successful experience. The actors
involved in the successful experience are encouraged to consolidate
the projects, programs and policies that made the achievements
possible. The distinction from UNDP as a successful experience and
the interest manifested by peer actors to transfer knowledge,
become motives of pride and lead to continuity. 3. The knowledge
fair positions UNDP as a knowledge organization in the development
arena. The fair enhances the organizing UNDP units visibility and
positions it as a major player in its respective development area.
The fair improves the perception that the different participating
actors in the celebration have of UNDP. At the same time, UNDPs
main paradigms and activities are made known within the citizens
close to the event and are promoted through the media. 4. The
knowledge fair enhances UNDPs advocacy role. Through the fair, the
paradigms promoted by UNDP are exposed by the forgers of the
successful experience and illustrated with practical examples
(results and achievements obtained). In addition, the paradigms are
promoted by the media through the coverage given to the
celebration. In this way, UNDP advocacy is being reinforced through
other actors who have a closer contact with the general public. 5.
The knowledge fair contributes to UNDP role as broker in
South-South cooperation. The fair enables the direct interaction
among demanders and suppliers of knowledge obtained through
successful experiences. The signing of MoUs for horizontal
cooperation, strongly promoted during the fair, lays the groundwork
for future peer-to-peer knowledge transfer among actors from
developing countries. 6. The knowledge fair generates business
opportunities for the UNDP. The agreements signed during the fair
represent potential new high added-value business opportunities for
UNDP, as the implementation of the knowledge transfer processes
usually requires a project as an operational platform. The UNDP
units capacity to effectively follow up on the MoUs will determine
how much of this potential is capitalized.
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D.
The key featuresSensing the experience
Instrumentalizing the exchange
Peer to peer interaction
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E. The objectThe fair celebrates successful experiences A
successful experience is a set of programs, projects and policies
implemented at the local, regional, subregional or national level
during a certain time, that have obtained sustainable results in
improving indicators in human development. The fair celebrates the
experience as a whole process, taking into account the before,
during and after phases.
After doesnt suggest that an experience ends at a precise point
in time. In fact, a knowledge fair can celebrate an experience
which is still ongoing, and thus take partial results as indicators
of its success. Moreover, in most cases it is impossible to
consider an experience as finished because each project, program
and policy is tied to others which continue in time and make part
of a larger development strategy. UNDP takes into account two kinds
of criteria when selecting the successful experience which will be
celebrated through a knowledge fair. The first consists of the
elements which demonstrate the success of an experience (success
criteria). The second refers to the circumstances surrounding the
experience which make the development of the event feasible
(opportunity criteria). When deciding on the experience to
celebrate, UNDP has to find a balance between the success and
opportunity criteria. If, for example, there are two experiences
which fulfill the success criteria to the same degree, the
opportunity criteria will determine the final decision.
Choosing an experience for a knowledge fairSuccess criteria
According to UNDP, an experience is successful and can be
celebrated in a knowledge fair when: The experience has recognition
as successful. There is a consensus about its positive results
among various actors, such as the benefited community, the public
opinion, peer practitioners and experts. The experience has
verifiable results. There is justifiable information (not simply
observations) regarding the quality and results of the experience.
The fair should support the achievements with indicators and
practitioners judgments. The experience is sustainable in time.
There are several types of sustainability (financial,
administrative, legal, etc.) to consider, but most of all the
experience should be socially appropriated, so that it has
continuity over time despite changes in the government or in the
legal framework. The experience possesses a high potential for
transfer. The particularities of the experience are not an
impediment so strong that the methodologies and lessons learned
cannot be applied by peer actors in their own context. The
experience is framed within the paradigms promoted by the UNDP. It
is oriented towards capacity-building and enabling for human
development. The experience contributes to the achievement of UNDP
goals such as MDGs. Opportunity criteria In addition, the
experience can be celebrated when the following circumstantial
aspects are present: Political viability. There is a common belief
among the diverse forgers of the experience concerning its success
and the collective benefits of carrying out the event. Other
influential actors are not opposed to the realization of the fair.
There are good relations between UNDP and the main
knowledge-supplying institution. Financial resources. There is a
serious commitment to provide sufficient resources by the UNDP and
the main partner (knowledge supply). Alternative ways of financing
the event are also considered beforehand. Time availability. There
is enough time for the complete preparation of the event. Between 6
and 9 months are necessary for this process.
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The fair celebrates the experience through a central thesis and
thematic axesOnce the successful experience to be celebrated has
been selected, a central thesis containing the experiences main
achievements is constructed. This main theme, which summarizes the
process and results of the experience, also determines the focus
and sets the tone for the fair. The accomplishments per se are not
the central theme; rather it is the whole range of processes that
made them possible within the experience, incorporated into the
thematic framework defined by UNDP. The central thesis is broken
down into several thematic axes which constitute the specific
elements that make up the experience. It is responsibility of UNDP,
together with the main partner in charge of organizing the event,
to determine the central theme and thematic axes of the
celebration. The conceptual structure of the main thesis and
thematic axes guides the documentation process and the elaboration
of the agenda. During the fair, the projects, programs and policies
implemented in the experience are organized under the thematic
axes. They are presented by means of the different mechanisms used
to encourage interaction between knowledge demand and supply.
Besides the central thesis and its thematic axes, the fair also
leaves space in the agenda for the discussion of the main
challenges faced by the experience. In this way, although the
achievements are celebrated, it is made clear that there is still
room for improvement and that lessons can be learned from other
experiences. See annex 2.
Illustration: How was the thematic content organized in Rosario
Experience?
In Rosario Experience, the central thesis was Rosario, urban and
human development based on citizen participation. The decision to
adopt this thesis was due to the emphasis that the last municipal
administrations gave to the development of the city, in terms of
infrastructure and amenities but also the focus on the quality of
life of its citizens. It also expresses the social consensus
existent vis--vis the development model implemented by Rosario. The
central thesis was supported by the following thematic axes, which
represent the projects, programs and policies which contributed the
most to the success of the experience: o public health o children o
public space and urban management o decentralization and citizen
participation The subjects identified as challenges for Rosario
were: o citizen security o regional economic development o youth
policies
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F. The actorsA knowledge fair brings together a broad range of
actors from the public sector, private entities and civil society
with an interest in participating in the event. The participants in
a celebration consist primarily of 2 main groups: (1) the knowledge
suppliers (those directly involved in the development of the
successful experience) and (2) the knowledge demanders (those
actors interested in learning from and/or replicating the
experience). The organizer(s) of the event strategically select
these participants with the main objective of promoting knowledge
transfer. Other actors which participate in some way during the
fair are the sponsors, the media, the supporting personnel, and the
local community.
Suppliers: those who forged the experienceThe knowledge
supplying actors are those who were directly involved in the
formulation and implementation processes of the projects, programs
and policies celebrated in the fair. Their testimonies and
observations allow the attendees to obtain first-hand knowledge of
the projects, programs and policies of the experience, as well as
the circumstances and difficulties which had to be overcome in
order to achieve successful results. These suppliers of knowledge
represent crucial partners for the organizers of the event, since
their inputs help define the thematic agenda of the event, and
because they directly interact with the knowledge demanders. During
the fair, the knowledge generated by the experience on specific
topics is exhibited, yet at the same time it is contrasted and
enriched with other successful experiences developed by actors in
other contexts. In this sense, the knowledge supply comes from the
actors directly involved in the experience celebrated, on the one
hand, and actors from other successful experiences, on the other.
The first group, those involved in the experience being celebrated,
consists of actors from: Public institutions: These organizations
are the ones that implemented the projects, programs and policies
of the successful experience. Public administrations play a prime
role in the experiences highlighted in the celebrations, which is
why actors at the highest rank at the local, regional and national
level of government participate in the event. They are interested
in showing how they contributed to reach the achievements and in
exporting their knowledge (lessons learned) to peers. For these
institutions, it is also a motive of pride to be recognized by UNDP
as part of an experience that is an example for others. Former
government personalities who were involved in previous stages of
the experience participate as speakers, attesting to its continuity
and sustainability. Private sector: Private organizations offer
specialized products and services which contributed to the
development of the successful experience. The chambers of commerce
can provide information and help contact private entities
interested in offering their knowledge during the fair. Civil
Society: The participation of civil society through NGOs,
grass-root organizations, neighbors associations, and other groups,
allows the civilians involved in the experience to take part in the
celebration and creates capacities in social actors. For those
demanding knowledge, it is valuable to know the point of view of
the community affected by the experience so as to assess the level
of social appropriation of the policies and programs implemented by
the government. The second group refers to actors from other
successful experiences: External experts: The fair is enriched by
the participation of experts, guest speakers who were not involved
in the experience celebrated, but possess
Lessons learned: defining roles between organizers The specific
role and responsibilities of UNDP and of its main partner should be
clearly defined from the moment it is decided to carry out the
fair. Even if the main partner or various actors provide most of
the resources for the event and assume several tasks, UNDP should
assure that all the activities developed in the fair are framed
within its principles and paradigms. In Guayaquil Experience, the
roles were not clearly defined from the beginning, and so the
municipality (as the main financial partner) assumed an
overwhelming role in the whole process of the fair, minimizing
UNDPs decisionmaking capacity. Lessons learned: experiencing other
fairs beforehand For the organizing team of an upcoming fair,
participating in other similar events beforehand can be the best
way of creating capacity for the successful realization of its own
event. Miguel Lifschitz, mayor of Rosario, and Monica Bifarello,
general secretary of the municipality of Rosario, attended
Guayaquil Experience (celebrated 8 months before Rosario
Experience), and by doing so were able to have a first-hand
experience of how to prepare and develop a knowledge fair. This
facilitated Rosarios understanding of the concepts and
methodologies implemented in a celebration, saving valuable time
and resources. Illustration: Which were the working groups in Bogot
Experience? Logistics and Public Relations Group | \
UNDP ----------------Communications and Media Group | Thematic
Group 12
valuable knowledge on the themes presented in the celebration
and are widely recognized as connoisseurs of those subjects. Their
contributions can come from lessons learned through their own
experiences or from academic investigations on the topics
discussed. In this way, the audience is shown different points of
view, and the event acquires a broader and higher profile.
Demanders: those who are interested in the experienceThe
demanders of knowledge are those interested in learning about the
successful experience and eventually applying its main projects,
programs and policies to their own context. These actors, according
to their reasons for attending the fair and their decision-making
capacity, can be divided into two large groups: Practitioners:
actors who have decision-making capacity are interested in
potentially replicating the successful policies, projects, programs
presented during the fair in their own context. These practitioners
work in the same thematic area and in a similar context as those
presented during the event. Some of these actors, besides
participating as knowledge demanders, can share their own
experiences with the other participants in the event. General
audience: people who are interested by the themes presented in the
celebration and seek to learn more about them. They can be: a.
Professionals, seeking to broaden their career horizons by
obtaining knowledge, making contacts, and adding value to their
rsum by attending the fair. b. The academia, consisting of
professors and university students who wish to learn about the
experience and take advantage of the knowledge presented by both
practitioners and renowned experts on the themes of the fair. c.
Individuals, different members of society can have a personal or
intellectual motivation to participate in the event. Although the
fair promotes the attendance of members from both groups, a greater
effort is made on achieving the participation of the practitioners.
They are the ones who demand knowledge, have decision-making
capacity in their context, and, in consequence, are able to begin
negotiations for effective knowledge transfer.
Illustration: What was the profile of the practitioners who
attended Guayaquil Experience? Considering that the themes
celebrated in Guayaquil Experience were urban renewal, social
action, institutional efficiency, and mobility, the practitioners
who were identified and invited to attend the knowledge fair were:
Mayors and other local authorities from latinamerican
municipalities with a potential or manifested interest in
developing projects similar to Guayaquil in the areas celebrated. o
Mayors and other local authorities from latinamerican
municipalities with similar features as Guayaquil (cities with
ports, dynamic commerce, social inequality, partial access to
public services, etc.) o Presidents and executive directors of
associations or federations of municipalities. o National officials
(ministers, congressmen, directors of national entities, etc.) from
other latinamerican countries. o Representatives of NGOs in Latin
America which operate in the themes presented in the fair. Lessons
learned: inviting external experts A special effort should be made
by UNDP to assure the attendance of distinguished external experts
on the themes of the experience celebrated. UNDP can use its
position as a wellknown and neutral institution to obtain the
participation of these experts ad honorem, making it only a matter
of arranging their air travel and accommodation. In Rosario
Experience, the renowned expert on ethics and development issues
Bernardo Kliksberg participated as a speaker (see picture). In
Bogot Experience, the former mayor of Palermo (Italy) Leoluca
Orlando presented his experience on the subject of citizen
security, a field in which he is internationally recognized. In
Guayaquil Experience, the prominent professor from Oxford
University, Nabeel Hamdi, gave a lecture on the subject of urban
renewal. The participation of these and other highprofile
personalities gave the knowledge fairs prestige and generated a
higher interest from the media.
Organizers: those who plan and carry out the celebrationAs
originally conceived, UNDP is the main organizer of a knowledge
fair. However, UNDP should not take upon the task of organizing the
celebration by itself. Given that the fair celebrates an experience
that has been developed by different actors, the institution most
involved in its projects, programs and policies can become the main
partner (or co-organizer) of the event. UNDP: refers to the UNDP
unit which promotes the realization of the knowledge fair. The UNDP
unit, in spite of having other organizing partners, holds
significant leverage on all the aspects of the fair, especially
regarding the thematic content. The UNDP role as organizer strives,
above all, to define the substantive basis of the celebration and
assure its development framed within UNDP principles and paradigms.
Main Partner: is the institution usually associated as leader of
the experience or representative of its main achievements and
results. The main partner is involved in the whole process of
planning and carrying out the fair, and helps define the thematic
axes and logistical matters of the event. This organization
represents the supply of knowledge extracted from the experience
and coordinates the various other knowledge supplying
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institutions. The communication channels with UNDP are made
clear and predefined in order to avoid errors and
misunderstandings, especially in cases where the UNDP unit and the
main partner are not in the same city. o Working groups: a
knowledge fair entails different kinds of tasks during its
preparation and development that require specialized knowledge,
skills and expertise. For this reason, working groups created by
UNDP and the main partner, are established to develop specific
activities. They are supervised by a coordinating unit, led by the
fair manager who constitutes the director of the whole event. The
following list indicates the main tasks which should have a working
group assigned: o General coordination and supervision: besides the
general tasks of overseeing the preparation and development of the
event, this group should be in charge of ensuring key aspects like
the financing and resource mobilization, the elaboration of the
agenda and the establishment of key contacts. o Documentation and
thematic content definition: this group is in charge of the
documentation of the successful experience and the definition of
the fairs main thesis and thematic axes. Inputs from this group to
the coordinator are used in the elaboration of the agenda. o
Logistics organization: the logistical matters are responsibility
of this team during the preparation as well as in the carrying out
of the event. o Promotion: this group is in charge of marketing,
communications with the media and promoting the attendance to the
fair.
Illustration: Who were the partners in Guayaquil (local
experience) and Costa Rica (national experience)? In the in situ
fairs the partner is the local authority of the place where the
experience was developed. In the case of the Guayaquil (Ecuador)
knowledge fair, the partner of UNDP ECU was the Municipality of
Guayaquil. When carrying out a national fair (like in the case of
the Costa Rica knowledge fair on the environment), the main partner
could be a national institution that manages the theme celebrated
in the fair. In Costa Ricas knowledge fair it was the Ministry of
the Environment and Energy. Lessons learned: bringing high-profile
participants High profile practitioners and UNDP representatives
should also be targeted for the event, so as to gain prestige and
attract media attention. The VIP practitioners from the demand side
of knowledge should be invited by UNDP, who eventually covers all
the expenses in order to motivate their participation in the fair.
In addition, different UNDP units should arrange to have some high
ranking staff attend the celebration. Lessons learned: contingency
plan for attendance An elevated number of participants give a good
impression of the quality and importance of the fair. For this
reason, there should be a last-minute contingency strategy (plan B)
in case the expected attendance isnt fulfilled during the fairs
activities. Local actors such as students, social organizations,
foundations, etc. - can be contacted and invited to participate in
the event for free, when the level of participation from registered
actors is not satisfactory.
Other participantsBesides the previously mentioned participants,
a knowledge fair brings together other actors who partake in a
direct or indirect way in the celebration, such as: o The external
sponsors: various actors such as private companies, universities,
or other institutions can participate in the event by providing
contributions in money or in kind. These entities can have an
interest in supporting the fair because they have the opportunity
to promote their image in a high-profile event, as well as to
publicize their products and services. The supporting personnel:
they provide information and support to the participants during the
fair, guide them through different activities, help with logistical
matters and service the stands and business rounds. They can come
from the UNDP unit and the partners or, in some cases, be
subcontracted to carry out specific tasks during the development of
the fair. The media: through radio, television, newspaper, and the
internet, help promote the fair before it begins, but also cover
and publicize the event while it is happening. By assuring the
presence of the main local and national media, a high interest in
the celebration is generated, thus gaining prestige and recognition
from the mass audience and from specialized observers. The local
community: the inhabitants of the place where the fair is held
usually participate in some way during the celebration. It is
positive to involve the general public, even though they are not
registered as participants, because they are an essential part of
the experience being celebrated (especially when it is an in situ
fair). The fair can be participative by having stands and
exhibition spaces open to the public, and offer information to
those interested in learning about the event.
o
o
o
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PART 2
Conducting a Knowledge Fair: the experience and lessons learned
in Latin America.
15
A.Documenting the experienceThe successful experience celebrated
in a knowledge fair is previously analyzed and presented during the
documentation process. This phase includes the compilation of data,
analysis and systematization of the information, and the
preparation of documents organized under the main thesis and
thematic axes of the fair. The purpose is to deliver a finished
product to the participants of the celebration at the beginning of
the event, together with the rest of working material provided. The
documentation process also aims to validate the main thesis of the
celebration, which is why it is done in a participative manner.
This process is carried out parallel to the definition of the
thematic agenda of the celebration.
Documentation working groupThe documentation process is assumed
by a specialized working group established by UNDP and the main
partner. This group consists of a general coordinator and several
actors specialized in the subjects of each thematic axis of the
experience. In order to assure the impartiality of the
documentation process and its outcome, the team is made up of
actors who are familiar with the experience, but can give an
unbiased account of its results and achievements. This activity as
well as other tasks within the fairs preparation and development
can be sub-contracted to specialized entities in order to
facilitate the whole process. However, all the resulting documents
and products have to be cleared by UNDP and the main partner to
assure that their content fulfills the knowledge fairs objectives.
On the one hand, UNDP confirms that the content of the documents is
framed within the principles and paradigms promoted by the
organization; on the other hand, the main partner verifies that the
information presented about the experience is accurate and the
sources reliable.
Illustration: Bogot Experiences Document The documentation
process was carried out by the Universidad Externado de Colombia,
one of the most recognized centers of excellence in human sciences
in the region. The actors who were directly involved in forging the
experience, the population who benefited from its results, and
external experts validated the content through thematic
discussions. The structure of the book was as follows: 1.
Conditions for local governance 2. Citizen security 3. Public
space, housing and mobility 4. Equality: health and education
Compiling information from the involved actorsOnce the working
group for the documentation process has been defined, the sources
of information about the experience are identified. Some of the
possible sources, among others, are: o Published articles o
Interviews with the forgers and benefited actors o Polls and other
expressions of public opinion o Official reports o Legal documents
Based on the sources mentioned, the compilation and analysis of the
experience begins. During this stage of the documentation process,
the information is validated and complemented by the actors
involved in the implementation of the projects, programs and
policies of the experience, as well as by those who have benefited
from its results. External actors, such as academic personalities
and thematic experts, also contribute to validate the content of
the document. All these actors participate through thematic
meetings or discussions, which allow them to give their inputs and
to reach a consensus regarding the main thesis of the successful
experience. This method, besides being agile and participative,
assures the support from strategic actors who validate the content
of the documents.
Illustration: Costa Rica and Rosario experience publications
16
Content and structure of the documentThe document presents the
successful experience in terms of a main thesis and the thematic
axes which refer to the specific projects, programs and policies
which were implemented. The experience is analyzed through all its
stages, beginning with the initial context, moving on to the
implementation process, and concluding with the achievements or
partial results obtained. The document is addressed mainly to
practitioners, which is why the information is presented in a
precise and practical form, allowing the lector to become familiar
with the actions taken to attain the results of the successful
experience. The document should be reader-friendly, and thus
include appealing images, pictures, charts and boxes. The text
information can be presented in two ways: in print and in magnetic
format. The first allows the participants to maintain a direct
contact with the information throughout the fair. The printed
document can be carried around during the event, and makes it
possible for the participants to read more in-depth on the subjects
of particular interest to them. The second is useful because it is
practical for participants who come from far and wish to take
several copies to share with their colleagues. In addition, the
CD-ROM format permits the inclusion of additional visual material
and attachments.The document for Costa Rica Experience was
organized in five booklets, comprising a booklet with an overview
of the experience and 4 booklets covering each of the thematic axes
of the fair: ecotourism, environmental services, clean production,
and biodiversity.
In the case of Rosario, one main text was elaborated with a
chapter on governance and a chapter for each of the thematic axes:
children, health, urban building, decentralization, and citizen
participation. Lessons learned: Enough time to produce a quality
publication At least 4 months are necessary for the elaboration of
a quality document, although 6 to 8 months is better since there is
enough time to incorporate modifications and corrections. The
timing should also take into account that the document has to be
checked and proof-read by UNDP and the main partner before sending
to print. Lessons learned: the publication is attractive but simple
The document is part of the working material for the event, and as
such should be easy to carry around and handle. Experience with
previous documents indicates that the publication should be printed
on simple paper, with an attractive exterior and interior design,
but not too complex. Ideally, the text should be presented through
one document. Having several volumes is not practical for reading
and handling during the fair. Lessons learned: the document must be
ready on time The book has to be ready before the beginning of the
event so that it can be delivered to the participants upon
registration. Handing out the document at the start of the fair
allows the participants to inquire into the themes of particular
interest, in this way complementing their experience in the
activities with the information in the document. On occasions when
the document has been given out at the end of the event, many
participants didnt receive it, and high costs for delivery through
the mail had to be assumed. 17
The thematic discussions The thematic discussions allow the
working group to receive inputs and validate the experiences main
thesis with those who implemented its programs, projects and
policies, those who benefited from its results and achievements, as
well as with external experts and members from the academia. Before
carrying out the thematic discussions the expected results from the
activity should be clarified. Two general objectives are expected:
the generation of minimum consensus between the participants about
the achievements and results of the successful experience, and the
collection of information as inputs for the working group. There
should be a coordinator present during the discussions in order to
gear the meetings towards the expected results, establishing the
rules and objectives of the activity to all those who participate.
Concerning the size of the meetings, it is recommended not to
exceed 20 people. Having a small group allows each person to
participate more and facilitates the achievement of results.
B.Setting the stageThe location(s) chosen for the development of
the fairs activities are representative of the experiences
achievements, or at least allow the participants a close contact
with them. This is easy to accomplish in the in situ fairs, because
the celebration takes place in the same geographic area where the
experience was developed. The locations used for the celebration
can illustrate an important stage in the process of the experience,
or be a result themselves. Two general modalities for establishing
the location(s) for the event have been tested: 1. Fair with
multiple locations The activities related to the event take place
in the multiple scenarios where the results or processes of the
successful experience can be witnessed first-hand. This methodology
implies the constant transfer of the participants through different
areas within the territory where the experience took place,
approaching them to its context. This generates a high impact among
the participants, in terms of illustrating the experience. 2. Fair
with one main location There is one main location for the
development of the fairs main activities. Activities with an
elevated attendance, such as the inaugural and closing ceremonies,
can take place in other scenarios more suited for massive audiences
and protocol acts. Guided visits to places representative of the
processes and achievements of the experience are included to enrich
the celebration.Lessons learned: multiple locations Utilizing
multiple locations in a knowledge fair provides dynamism to the
event, but also implies more efforts for the organizing team, such
as: o Higher transportation costs o Multiplication of logistic
tasks o Set up and disassembly of the mobile structures of stands,
business rounds, etc. Illustration: Which were the multiple
locations of Bogot Experience? In Bogot the fair was carried out in
different locations which changed every day. Places representative
of the successful experiences results and achievements were chosen
to carry out the events activities.
Applying the knowledge fair mechanism ex situIn knowledge fairs
that dont adopt the in situ modality, it is not possible to use
locations that are representative of the experiences celebrated
because the events take place in a different geographic area from
where they were developed. This can occur when a knowledge fair
celebrates several successful experiences from different thematic
and geographic areas, and the event is carried out in one
particular territory. In this case, the fact that the locations
themselves dont allow the participants to have a first-hand view of
the experience is compensated by resorting to different means of
letting them get close to it. To this effect, the organizers can
arrange for aids such as testimonies, audiovisual support,
teleconferences, and exhibitions, among others.
Luis Angel Arango Library
El Tintal Library Lessons learned: one main location Having one
main location can be a simple yet effective way of carrying out the
event, but it must be combined with guided visits to the places
representative of the experiences achievements and results. With
one central scenario, the participants have a clearer idea of where
the stands and business rounds are located and can easily reach
them.
General characteristics of the sitesRegardless of what modality
is adopted in the knowledge fair, the selection of the locations
has to take into account logistical matters. This means an
appropriate infrastructure in terms of telecommunications, public
services, access routes, and security conditions. The organizers
need to adapt the
18
scenarios to the activities that are carried out, whether it is
multiple locations or just one. A special emphasis is given to the
spaces which are set apart for the direct interaction between
knowledge suppliers and demanders (also referred to as the
marketplace), such as the stands and business rounds.
Illustration: Where was the main location of Guayaquil
Experience? Most of the activities of the fair were held in Plaza
Rodolfo Baquerizo Moreno, in the Malecon el Salado. Although the
celebration was centered on this location, guided visits were
arranged so that the participants could get a close view of the
locations that evidence the achievements obtained by the city
during the last years. The opening act took place in the Palacio de
Cristal, symbol of the citys urban renewal.
The knowledge fair is a non-conventional means of knowledge
transfer, and as such doesnt follow the traditional routines of
conferences and seminars. Innovative ways of connecting the
knowledge supply and demand, allowing a first-hand view of the
successful experiences results and achievements, are used in a
celebration. To this effect, there are mechanisms that go from
dealing with the most general aspects of the experience (lectures
and panels), to others which cover the more specific elements
(discussion tables) and allow suppliers and demanders to interact
directly (stands, business rounds and guided visits). These
different activities are programmed in the agenda, illustrating
each of the thematic axes of the fair.
Lectures and panelsThe lectures and panels in a knowledge fair
are activities that offer the audience a broad picture of the
successful experience as a whole. They constitute spaces where the
central thesis of the fair is presented and the participants are
given a general understanding of the experience. These activities
have an exclusive spot in the agenda so that all the participants
of the knowledge fair can attend. This is where the knowledge
demand can identify the themes that interest them and that can be
examined in detail during the development of the other activities
of the fair. The content of the lectures and panels comprises each
of the thematic axes that were established in the agenda. There are
introductory lectures which give an overview of a subject, propose
concepts and general methodologies, and make references to
successful experiences from other contexts as well. There are also
complementary lectures or panels, where there is an explanation of
the processes generated in the experience and of the synergies that
exist between the different programs, projects and policies that
make it up, as well as the achievements reached. These panels or
complementary lectures usually include presentations from several
speakers. In the lectures, there is someone who presents the
speaker and collects questions from the audience. As for the
panels, there is someone in charge of presenting the different
speakers, moderating their presentations and transmitting the
questions from the audience. In both cases, the moderator or
presenter should be from UNDP and take advantage of this
Lessons learned: lectures open to the community The introductory
lectures that present the thematic axes of the fair can be
available to the local community where the fair is held. In this
way, the citizens are integrated in the celebration and the
activity becomes an attractive event for the media to cover.
Lessons learned: teleconference as an alternative Technological
communication methods, such as the teleconference, can be useful
tools to enable the participation of important foreign speakers. In
this way, transportation and lodging costs are considerably
reduced, and it is a method that captures the audiences attention
despite the distance.
19
space to tie the lectures and panels together with the paradigms
and principles upheld by the organization. Who gives the lectures
and panels? The speakers invited to give lectures or participate in
panels are selected among: o o o o Practitioners involved in the
development of successful experience being celebrated Practitioners
involved in the development successful experiences from other
scenarios Experts specialized in the subjects discussed in fair
High-profile UNDP official who presents organizations view on the
main thesis of celebration the of the the the
Illustration: What were the lectures and panels in Guayaquil
Experience? During the fair, three main lectures were given on:
local governance (by Juan Manuel Salazar, Director of the UNDP
Regional Project on Local Governance in LA), an overview of the
Guayaquil Experience (by Leon Febres Cordero, former mayor of
Guayaquil and former president of Ecuador) and urban renewal (by
Nabeel Hamdi, Oxford University expert). Three panels were also
carried out on: Millennium Development Goals, Guayaquils
challenges, and successful experiences of other Ecuadorian and
Latinamerican municipalities. These activities had a massive
participation and were held in auditoriums that could hold up to
about 350450 people.
Discussion tablesThe main purpose of the discussion tables (or
workshops) is to offer more detailed information to the audience
concerning the methodologies and the achievements of each of the
projects, policies and programs that make up the experience. In
this phase, the concepts are closely related with the practice,
emphasizing not only on what was achieved but on how it was done.
There are two types of discussion tables: those discussing the
achievements of the experience, and those debating over the
challenges it still faces. The speakers of the discussion table
which focus on the achievements are the practitioners involved in
the successful experience, while in the discussion tables on the
challenges they are practitioners from external successful
experiences. In order to guarantee that the participants associate
them with the lectures and panels (and overall with the central
thesis of the fair), UNDP provides the speakers clear indications
so that their presentations stay in tune with the guidelines of the
agenda. As in the lectures and panels, the discussion tables are
moderated by someone from UNDP staff. In order to make the most of
the time available during a knowledge fair, some discussion tables
are held simultaneously. This gives the participants the
opportunity to choose the specific themes of the experience which
interest them the most and expand their knowledge in those
areas.
Illustration: Which were the discussion tables in Costa Rica
Experience? Following the main thematic axes of the environmental
experience of Costa Rica, simultaneous discussion tables took place
on: ecotourism, clean production, biodiversity and environmental
services. For example, after the lecture on ecotourism, two
discussion tables were held on: i) ecotourism operators and ii)
communitarian ecotourism. In this way the participants had the
opportunity to choose in which discussion they wanted to
participate.
Lessons learned: giving the participants a choice Offering the
participants several options by means of the simultaneous
discussion tables gives them the opportunity to choose their
subjects of most interest. Thinking ahead about the potential
attendance to each one of the sessions can help avoid an
overcrowded or empty room. The participants preferences can be
identified before the event, through the website or at the
registration table. 20
StandsThe stands are the first mechanism par excellence that
encourages negotiation between actors in a knowledge fair. They are
spaces permanently installed during the event which serve as a
point where the knowledge supplying institutions exhibit and offer
their products and services. There are two main types of stands:
those from the public institutions suppliers of knowledge, and
those from the private sector who contributed in some way to the
experience. Although these two kinds of stands are present in a
fair, the emphasis in this guide is on the public institutions
because UNDP is interested in promoting the signing of agreements
for horizontal cooperation between them and the knowledge demand.
In the stands, the knowledge demanders can approach the suppliers
and, depending on the success of the negotiation, begin discussing
the terms of a memorandum of understanding (MoU) for the transfer
of knowledge. The stands should take into account several aspects
in order to contribute to the fulfillment of a knowledge fairs
goals. They have to hold a conceptual and methodological harmony so
that they blend in with the fair, and keep a close relation with
the themes discussed during the lectures, panels and discussion
tables. The stands are located in a marketplace, meaning that they
are in an area which is permanently open, easily identifiable and
accessible. The stands are serviced by a qualified staff, with
knowledge on the projects, programs or policies which they
represent, and capacity to begin negotiations for knowledge
transfer agreements.
Lessons learned: the stands exhibit achievements and resultsThe
way the stands are portrayed should give the participants the idea
that they represent the results and achievements of the experience,
not individual institutions, even though they may have in fact been
the main forgers of the experience.
Lessons learned: initiating negotiations at the standsTraining
the staff which services the stands on the characteristics and
usefulness of the agreements for horizontal cooperation can be an
effective way of achieving the signing of MoUs during the fair. In
this way, the staff at the stands can begin the negotiation of
agreements with knowledge demanders and lead them to the business
rounds. The training can consist of a short explanation by the
organizers to each stand.
Lessons learned: creating an attractive marketplaceThe presence
of the stands doesnt in itself guarantee that the participants will
visit them. The distribution and organization of the stands, as
well as the decoration and general atmosphere of the marketplace,
must be arranged in a way that encourages the direct interaction
between participants and their interest in walking around the
area.
Illustration: What were the stands like in Rosario
Experience?The stands in Rosario were organized in a marketplace of
4 main blocks, following the thematic axes of the experience. They
provided information on the programs and projects implemented over
the previous years using visual material, brochures, panels and
video. All this was complemented with explanations given by the
qualified staff at the stands. A short coaching on the signing of
agreements was provided by UNDP in each stand, so that the people
who serviced them could guide the signing of a MoU or take the
interested person to the business rounds. Some of the stands in the
market place belonged to private companies.
UNDP Stand
UNDP has its own central stand which has two main purposes:
providing information of its main activities in the country or
region, and collaborating with the negotiations between suppliers
and demanders of knowledge started in other stands. The staff at
the UNDP stand has the task of reassuring the parties involved in
the negotiation so that their talks may lead to serious commitments
to begin processes of knowledge transfer.
21
Business RoundsThe business rounds are the places where the
demanders and suppliers of knowledge can continue their negotiation
once the demander is more familiar with the policies, programs and
projects of the supplier, and has identified the precise aspects
which are of interest. At this point, the suppliers and demanders
of knowledge agree to begin a knowledge transfer process,
commitment which takes form of a MoU (see Part 4 for an example of
MoU template). The agenda should include a space specifically for
the business rounds in order to foster the participation of the
demanders and suppliers of knowledge. The business rounds should be
set up in a central location in the marketplace, be attractive to
the participants, and remain permanently available. UNDP has the
role of facilitating the negotiation, as well as being guarantor of
the fulfillment of the agreements reached, and coordinator of the
knowledge transfer process after the fair has finalized (see Part 4
for further information on knowledge transfer agreements).
Additionally, UNDP advises in the comprehension of the document of
the MoU and ensures that the information offered is as precise and
accurate as possible.
Illustration: Rosario ExperienceIn Rosario, the business rounds
were located in the middle of the marketplace. The fact that the
business rounds were close to the cafeteria attracted the
participants attention and contributed to create a warm environment
for the negotiations. It was a central location, very attractive
and visible.
Lessons learned: key moments for business rounds The business
rounds should have sufficient personnel present during the spaces
set apart in the agenda for this activity, but also during coffee
breaks, lunch and dinner. These are the moments in the fair when
the business rounds are most visited and can lead to singing of MoU
Lessons learned: well-informed knowledge brokers The brokers of
knowledge transfer during the fair should be well informed about
the knowledge supplying institutions and the projects, programs and
policies they implemented, so that the signing of agreements with
knowledge demanders can be achieved in an effective way.
Guided visitsGuided visits are arranged for the knowledge
demanders at the sites where the successful experience was
developed. Through this activity, the participants have the
opportunity to get to know directly the programs and projects
related to the experiences achievements and results. Visits to
different places representative of the experience can be programmed
simultaneously according to the thematic axes, in order to allow
the participants the opportunity to choose which of the themes
interests them the most. Before arriving at the location, the
participants are informed about the characteristics of the
achievements they are about to witness and how it is framed within
the successful experience celebrated in the fair. This explanation
is given by a representative of the knowledge supplying institution
in charge of the respective theme.
Illustration: Where were the guided visits in Guayaquil
Experience?In Guayaquil, guided visits to bring the participants
closer to the achievements obtained by the city were
programmed.
Participants visited the main symbol of the city Cerro de Santa
Ana to see the urban renewal .
The successful project in the area of health Mobile Clinics was
also a part of the tour.
22
C.
Promoting the fair
The promotion of the knowledge fair attempts to accomplish two
main goals: a high attendance of the knowledge demanders
(especially the practitioners) to the celebration, and a broad
diffusion of the event in positive terms. For this end, there are 4
main activities which are implemented under the promotion strategy:
calling on the participants, getting the media involved, marketing
the fair, and creating a website. There is a working group for the
promotion strategy which is in charge of implementing and
overseeing each of the 4 activities mentioned. The members can come
from the organizers, from a specialized firm which is
subcontracted, or from both. In any case, the working group must
possess skills, experience, and expertise in public relations,
communications, graphic design, and IT platforms in order to carry
out each of the activities of the promotion strategy.
1. Calling on the participantsA high turnout of knowledge demand
actors is expected in a knowledge fair and essential to its
success. For this reason, early promotion targeting the actors
potentially interested in participating in the celebration is
carried out. There are two kinds of knowledge demanders in a fair:
the practitioners and the general audience. For each group, there
are specific strategies to ensure their attendance. o The
practitioners: targeted promotion The practitioners which have a
potential or manifested interest in the successful experience are
identified and contacted. The organizers invite these actors by
means of personalized emails and letters, phone calls, or other
targeted ways of contacting them. In order to assure the attendance
of those individuals, a permanent contact is established and
followed up until the date of the fair. There are some key actors
which can be useful in identifying and contacting the
practitioners:
Identifying the practitioners through key contacts The
organizers of the celebration count on four kinds of key contacts
helpful in identifying the potential knowledge demand
practitioners: UNDP country offices thanks to all the projects
managed and the knowledge of actors in the country, they can help
identify practitioners who could have an interest in the themes of
the fair and the means of transferring the knowledge presented.
Actors involved in the experience entities from the public and
private sector, as well as civil society organizations who
participated in the experience being celebrated in the fair can
provide information about actors from other contexts who have
manifested an interest in learning about the programs, projects and
policies carried out by them. Networks associations grouping
municipalities, countries, or regions, NGOs, thematic
organizations, etc. can help identify practitioners interested in a
subject, and can also aid in the promotion of the fair. Embassies
the diplomatic offices present in the country where the celebration
will take place can promote the event internationally, make
contacts and facilitate the attendance of their citizens.
o
General audience: massive promotion For the promotion which
attracts the general public interested in the theme of the fair, a
useful strategy is to make contact with organizations in some way
related to the subject (universities, chambers of commerce, public
entities, business associations, international cooperation
organizations, and embassies, among others). The organizations
provide contact information so that the fair organizers can send
mass emails and general communications concerning the event,
inviting the interested actors to attend. This strategy is
complemented by the publicity which the event gets through the
different media.
23
Information provided in the invitations The invitation which is
sent to the potential knowledge demanders should contain the
following basic information: - General information on the
experience that will be celebrated - Why the experience was
selected - Main thesis and thematic axes which will be developed in
the event - Principal activities that will take place in the fair -
Practical information, such as the dates, venues, registration fee,
etc. - Organizers contact information See annex 4.
Lessons learned: web mails for massive promotionThe elaboration
of webmails a short and interactive presentation of the upcoming
knowledge fair constitutes and effective way of conducting massive
promotion. This means of communication offers several advantages
since it allows for broad and inexpensive diffusion of the event,
as well as the possibility to include additional information
through an attractive format (images, sound, and video). The
webmail is sent via e-mail to both practitioners and the general
audience which have a potential interest in attending the
event.
2. Getting the media involvedThe different forms of media are
strategic partners from as early as the planning stage, since they
are instrumental in the diffusion of the event at the local,
national and international level. The celebration that is
associated to the knowledge fair is appealing news to the public,
and therefore it is the medias interest to cover the event. In
order to establish partnerships with these key players, UNDP can
work on four levels: 1. The directors of the main media (print,
radio, television) so as to reach agreements on the coverage of the
fair. 2. The editors and journalists in charge of local matters, so
that they may collaborate through publicity, news reports, etc. 3.
The press departments of each of the knowledge supplying
institutions, to coordinate the way the information will be
presented before the media. 4. UNDP information centers have
experience and expertise in dealing with the media, and therefore
assist by contacting them and aiding in the logistic aspects of the
events where the media participates. The members of the promotion
working group in charge of relations with the media can create a
press office for the fair, with two main tasks. The first is the
elaboration of daily activity reports during the celebration,
containing key information to provide to the media. The second is
the coordination of interviews between the high-profile
participants and the press during the fair.
Illustration: How was the media coverage in Bogot Experience?
The media coverage before and during the event was broad and
positive. National and local media were present at the event. Some
media companies also participated in the event as sponsors. Weekly
media reports of Bogot are available as annexes of this guide.
INCLUIR ATTACHMENT
Article published in Colombias most important political
magazine: SEMANA
Bogots mayor Antanas Mockus giving an interview to the local
channel City TV.
24
Interview of the director of one of the knowledge supplying
institutions by an important national media channel.
Interview of the fair organizers from UNDP Regional Project
Knowledge Fair on Local Governance in Latin America.
3. Marketing the fairA knowledge fair is an unfamiliar event for
most people. It combines elements of a traditional fair with
innovative mechanisms for the exhibition and transfer of knowledge.
For this reason, the image of the fair should clearly project its
theme and send across the message of the celebration. This is
achieved by developing a marketing strategy, in which the promotion
working group defines the following elements of the fairs image:
The name: it is what the participants and general public associate
the most with the event. It should be concise, attractive and easy
to remember, but also very direct about what is being celebrated.
The slogan: it is the phrase which accompanies the name, and should
illustrate in some way the central thesis and the objective of the
fair. It should also be easy to remember and catchy. The logo: it
is the corporate image of the event, and should allow the
participants to identify who supports the event and what its about.
It is a visual expression of the fairs purpose, which should be
attractive but not over-elaborated. The promotion material: they
can be brochures, banners, posters, and invitations to specific
activities, etc. which can help promote the fair and inform about
different aspects of the event. The promotional material usually
includes the name, logo and slogan of the knowledge fair. The
working material: this refers to the different kinds of materials
which are offered to the participants, such as notepads, pens,
t-shirts, brochures, and the program of activities, among others.
The working material for the participants also serves to promote
the fair, its image and objectives. Given the elevated cost of many
of the mentioned materials, sponsorships are established with
members of the private sector who provide the materials in exchange
for publicity.
Illustration: Promotional material in Bogot ExperienceTemplate
of the invitation to the opening act in Bogots Knowledge fair.
25
Towards a UNDP BrandingIn the already held knowledge fairs, the
logo designed by the organizers has followed a general format with
the elements below: o On the upper side, the thematic area of the
fair o In the middle, the name given to the fair with an image
representing the experience o In the lower side, the slogan of the
celebration The design of the logo has always incorporated blue
lines which point to the center, symbolizing the contact between
knowledge demand and supply which takes place in the celebration.
The colors representative of the United Nations accentuate the
importance of this support, and the incorporation of the UNDP and
main partners logo can be a way of reinforcing their central role
in the fair.
4. Creating a website for on-line promotion and contactA webpage
can be another important instrument in the promotion of a knowledge
fair, as well as a way of establishing a place of permanent contact
with the potential participants. This tool has a broad diffusion
capacity and represents a means of information and communication
between the potential participants and the organizers, with no cost
for either. The website should be a user-friendly tool, not too
heavy (easily opened in any computer with internet access) and
contain, among other elements: - Information about the place (city
and country) where the fair will be carried out (population,
extension, weather, economy, cultural aspects, etc.) - Information
about the thematic content of the fair - The agenda (main
activities, lectures, discussion tables, guided visits)
Illustration: How was the website for Costa Rica?The websites
created in Rosario Experience and Costa Rica Experience were useful
tools to promote the events: they gave information, showed visual
material, allowed online registration and hotel booking, among
other services.
www.solucionesambientales.org
26
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An IT platform that allows online hotel reservation An IT
platform that permits pre-registration for the participants (an
online payment option would be useful, but is generally too
expensive). The organizers contact information (telephone, fax,
e-mail, and address).
Lessons learned: UNDP Regional Project webpage also promotes the
fair In the knowledge fairs previously carried out, in addition to
the webpage of the respective event, some promotion has been done
through the Regional Project on Local Governance site:
www.logos.undp.org.co. Virtual Fairs are also carried out through
this site, offering the opportunity to approach the celebrated
experience online. In the Virtual Fair, participants find news,
chat, and visit the stands, among other activities. Further
information on this subject is available in the UNDP howto-guide on
virtual fairs. Lessons learned: using the webpage for estimating
attendance to activities The webpage can be used to find out the
participants thematic preferences in order to estimate the number
of people that will attend each one of the discussion tables and
guided visits, which are usually carried out simultaneously.
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D.
Funding the fair
A knowledge fair is an expensive endeavor. For example, a fair
spanning over 3 days and congregating some 300 people has a total
cost of at least 100,000 USD. The amount of resources needed for an
event depends on the geographic dimension, number of participants,
the duration, the locations, and the complexity of the activities
planned. The financing strategy and management of the funds are
responsibilities of the coordinating group established from the
beginning. The sources of financing can generally be divided into
two groups: those originating from the organizers of the event and
those from external actors (alternative sources).
1. Resources from the organizersThe funding comes above all from
the organizers of the knowledge fair. The UNDP Unit in charge of
the event and the main partner (principal knowledge supplying
institution) provide a specific amount of money for the event.
These two actors generally supply a high percentage of the total
resources for the celebration.
Illustration: How did sponsors contribute to Bogot Experience?
Companies from the private sector and the media were associated as
sponsors of the event. They provided financial resources and in
kind contributions such as publicity and working material.
2. Resources from external actorsThere are other possible means
of financing a knowledge fair apart from the organizers
contributions. Some of the alternatives considered up to the moment
are explained below; however, each experience offers new
opportunities which should be analyzed in its particular context.
Private business, and eventually institutions from the public
sector, can have a great interest in being involved with the fair
as a means to promote their image or offer products and services.
The fair can receive money in exchange for publicity and the use of
stand spaces during the event. It can also receive resources in
kind, such as transportation, meals, working material, etc. The
participants pay a registration fee that can also be a source of
funds, although it generally never represents an important
percentage. Charging for attending the fair can become not only
supplementary mode of financing the event, but also serve as a way
to filter the participants to those actors truly interested in the
themes. The inscription fee is a way of giving prestige to the
fair, since this makes the participants value the fact of being
involved in a high-profile event. The media contributes by covering
the event and giving it publicity, though it can also act as a
sponsor and offer resources in money. The knowledge supplying
institutions pay a fee for the use of stands or exhibit areas
during the celebration.
Lessons learned: registration fees When planning the fair, the
organizers should clearly establish which actors pay the
registration fee and which ones are exempted. Certain key
participants who bring prestige to the celebration (such as mayors,
ministers, directors of institutions, ambassadors, etc.) can be
completely exempted from paying the registration fee. In order to
encourage the participation of university students, they can be
charged a special reduced registration fee, for example 50% of the
normal amount. Illustration: What was the registration fee in Costa
Rica Experience? The registration fee in Costa Rica Experience was
$150 USD. This amount was estimated to cover at least the basic
costs of each participant (accommodation, meals, transportation and
working material); though in reality this was not enough. In order
to encourage and facilitate the attendance of national
participants, the Costa Rican citizens were offered a reduced
registration fee of $100. In a few cases where it was considered
justified, international participants were completely exempted from
paying the fee.
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E. Organizing the logisticsA knowledge fair is a massive event
which implies hundreds of participants (local and international),
numerous activities over different locations, and a multitude of
details which have to be addressed so that the celebration goes
smoothly and attains its objectives. The preparation and
implementation of all these different aspects require close
attention and a great organizational effort. To this effect, there
are groups of people in charge of organizing and coordinating the
logistics, concerning all the support which is given to the
participants throughout the event and the details regarding the
activities of the celebration.
1. Actors in charge of logisticsThe logistics staff can be
divided into two levels: the first are those in charge of
organizing and coordinating the preparation and carrying out of the
event (logistics working group), and the second are those who
directly support and execute the main logistical aspects during the
development of the fair (support personnel). Logistics working
group As previously mentioned, there is a specific working group
designated by the organizers of the event which is in charge of
handling all the logistic aspects of the event. This group includes
people with specialized knowledge, skills and expertise regarding
the preparation and carrying out of massive events. Given the
extent and complexity of the logistic tasks in a knowledge fair,
this activity is usually subcontracted partially or completely to a
firm with broad experience in this type of event. Support personnel
The supporting personnel are usually incorporated through a
subcontracting mechanism, and have the main task of providing
assistance to the fair participants in different logistic aspects
during the celebration. The personnel should possess a minimum
degree of qualifications (education) and have full availability
during the development of the fair. This group is responsible of
different support activities, such as: Servicing the stands (when
the knowledge supplying institutions dont provide their own staff)
Accrediting the participants upon registration Providing
information about the fair activities: lectures, discussion tables,
guided visits, etc. Giving information about the lunch, coffee
breaks, hotel, transportation, etc. Seeing to the VIP guests
special requirements
Illustration: Who were the actors in charge of the logistics in
Bogot Experience? A specialized firm was contracted by the
organizers to carry out all the logistic tasks before and during
the celebration. The support personnel were provided by the
specialized firm. Taking into account the total number of
participants in the event (over 250), the support personnel
comprised of 20 people, meaning approximately 1 for each 12
participants. The support personnel wore distinctive clothing so
that the participants could easily identify and approach them. Some
of the support personnel were contracted because they were fluent
in English and Portuguese, besides the main language of the fair
which was Spanish. Lessons learned: establishing and negotiating
the accommodation Establishing one main hotel for all the
participants can be convenient and practical since it facilitates
other logistical aspects, such as the transportation, parallel
agendas and the negotiations for horizontal cooperation agreements.
However, the organizers should provide the participants a list of
several recommended hotels so that they dont feel pressured to
choose a specific location for accommodation. When negotiating with
the hotels, it is important not to commit to an agreement which
obligates the organizer to ensure a high number of guests. In past
fairs, the organizers had made a commitment to occupy a certain
amount of rooms which eventually wasnt fulfilled, entailing a high
cost for UNDP and its main partner because they had to cover the
noshows. 29
o
o
2. Support to the participants throughout the eventThe
organizers and support personnel have the responsibility of taking
care of the participants well-being during the knowledge fair. This
means seeing to their most basic needs such as the accommodation,
catering, and transportation, as well as those aspects specifically
linked to the event such as the accreditation, facilitation of
parallel agenda and special attention to VIPs.
o Accommodation The organizers, particularly the logistics and
promotion workgroups, act as a link between the fair participants
and the hotel(s), facilitating the booking process and other
logistical aspects of the lodging for the event. The organizers can
negotiate for lower prices and special benefits with some hotels in
the city where the celebration takes place. The reservations can be
made through the fair webpage or directly with the hotel(s). o Food
and Catering The event provides the participants with some of the
daily meals, usually lunch and dinner, plus snacks during the
coffee breaks. Alliances with experienced catering companies are
suggested, since they can provide quality food at low prices or
even for free, in exchange for publicity during the fair. o
Transportation The logistics of the participants transportation
during the event begins with their arrival to the city where the
event is held and ends when they depart. The logistics group must
have precise information of the arrival and departure dates and
times, and when at all possible provide transportation between the
airport and the hotel. If transportation is not offered by the
event, it is necessary to inform the participants beforehand on
where they can take safe taxis, or to arrange for the hotel(s) to
pick them up. Another aspect of this logistic area is the daily
transportation needed for the event, meaning primarily the movement
between the hotel and the event venues. The buses covering these
routes should follow a schedule of departures and arrivals
previously informed to the participants. The same company
contracted for the transportation between the hotel and the venues
of the event can take the participants on the guided visits
included in the agenda. o Accreditation and material release The
participants are able to effectuate the accreditation to the fair
in a specific place set up for this end, at any moment during the
celebration. In this area, they receive their working materials
during registration and obtain the certificates of participation at
the end. This space requires at least 4 people to be present
supporting the participants. It should also contain computers and
other equipment necessary to print the inscription cards and
certificates, and to effectuate the payment of the registration fee
with credit card or cash. Finally, in this working area the
information about the number of the people accredited and the
material released is organized and constantly updated. The place
where money and working materials are kept must have a high level
of security, especially during the nights. o Parallel agenda In a
knowledge fair, participants from different institutions and UNDP
attend the event not only to participate in the proposed
activities, but also to meet with other experts/colleagues for
work-related discussions. The organizers can facilitate these
informal meetings by providing rooms and audiovisual equipment if
required. o VIP guests Special high-profile attendees from the
knowledge supply and demand (such as external experts, high public
officials, prominent practitioners, etc.) require special attention
and assistance throughout the event.
Lessons learned: taking advantage of meal times Lunchtime,
dinner and the coffee breaks can be informal occasions for
demanders and suppliers of knowledge to discuss about the potential
signing of MoUs. The location of the business rounds can be chosen
taking into account their proximity to these meal areas, especially
those for the coffee breaks. These moments in the agenda can
generate a warm and relaxed atmosphere for the possible negotiation
of agreements. The meal times can also be a space to approach the
participants to the experience through recreational and cultural
presentations, such as dances, live music, and other folkloric
manifestations. Lessons learned: VIP transportation Besides the
transportation which is provided for the general participants,
special arrangements should be made for the VIPs who attend the
event. Illustration: Bogot Experience During the fair there was a
special place for the accreditations and material release. This
place was furnished with the technological required equipment.
Bellow, an example of the payment receipt.
Illustration: UNDP workspaces in the fairs In the context of the
knowledge fairs, the Regional Project Knowledge fair on local
30
3. Logistic elements of the fair activitiesThe group in charge
of logistics has to plan ahead the way the fair will be carried
out, paying close attention to the details in order to ensure that
the activities go smoothly and contribute to attain the goals of
the celebration. In first place, some of the specific activities
such as stands, business rounds, and the events of massive
attendance require particular logistical support. In second place,
there are a number of other logistic aspects which have to be taken
into account like the agenda, time management, subcontracting,
technical equipment and event memoirs. Stands The stands are areas
where the knowledge suppliers exhibit their projects, programs and
policies, interacting directly with knowledge demanders. To
facilitate these encounters, certain requirements have to be
fulfilled: The structure is mobile, in case the fair takes place in
different venues. Technological support equipment (computers,
video-cassette or DVD players, televisions, audio systems, etc.) is
on hand, so that the suppliers can exhibit their products. The
physical appearance is visually attractive. Relevant information of
the main results and achievements of the experience are immediately
available. The appearance and general structure of each stand is
standardized, but flexible enough so that each institution can
include accessories or other customized elements to exhibit their
specific features. The frames are outsourced to specialized firms
which offer the services of renting, setting up, and transporting
the stands. Business Rounds The business rounds are placed in a
strategic location, in a highly visible area so that the
participants can easily approach them after having started
negotiations in the stands. The area should have enough table space
and chairs to hold large amounts of participants at the same time.
UNDP staff should be present at the business rounds