Case study – Event management and communications
More than event managementTyreSafe's biggest briefing yet
How CJAM helped TyreSafe deliver its largest Annual Briefing and Awards while extending the event's impact far beyond the room.
The story
What does it take to deliver a national conference that brings together more than 200 delegates from government, enforcement, manufacturing, retail and the wider road safety community?
Months of planning, seamless coordination and a team that becomes a genuine extension of the client organisation.
That's exactly what happened as TyreSafe celebrated its 20th Annual Briefing and Awards at The Belfry.
Working alongside TyreSafe Chair Stuart Lovatt and Operations Director Michael Bourne, the CJAM team managed every stage of the event, from planning and delegate management to sponsor liaison, communications, logistics and live event delivery. Every detail was carefully coordinated to create an event that not only ran smoothly but reflected TyreSafe's ambition and growing influence across the road safety sector.
The result was TyreSafe's largest Annual Briefing to date, with record attendance and representatives from across the automotive, road safety, enforcement, retail, manufacturing and government sectors coming together at a pivotal moment following the publication of the Government's first National Road Safety Strategy in 15 years.
What we delivered
A joined-up programme shaped around the organisation, its members and the outcomes it needed.
Becoming Part of the Team
One of the greatest measures of a successful association management partnership is trust.
At CJAM, we don't simply support our clients behind the scenes. We become part of their team.
That partnership was evident throughout the Annual Briefing. While TyreSafe's leadership focused on engaging with delegates and stakeholders, the CJAM team managed the operational delivery of the event, ensuring every aspect ran seamlessly.
It also extended beyond event management. CJAM Communications Lead Emma Burley was entrusted to present TyreSafe's flagship Tyre Safety Month campaign from the conference stage, representing the charity in front of delegates from across the road safety and automotive sectors. It's a reflection of the close partnership we build with our clients and the confidence they place in the expertise of our team.
Keeping the Conversation Going
A successful conference doesn't end when the final speaker leaves the stage.
Throughout both the Annual Briefing and the evening Awards, CJAM delivered live social media coverage, sharing keynote highlights, award presentations, photography and behind-the-scenes moments as they happened. The event continued to reach audiences well beyond those in the room, creating engagement across the wider road safety community in real time.
Following the event, that momentum continued through national news announcements, award winner stories, website content, professional photography, sponsor recognition and a coordinated programme of digital communications that celebrated the event and extended its impact long after delegates had returned home.
Delivering More Than an Event
For TyreSafe, the Annual Briefing is much more than a conference. It's an opportunity to bring the sector together, share expertise, strengthen partnerships and drive the tyre safety agenda forward.
For CJAM, it was an opportunity to demonstrate the value of true association management.
By combining strategic planning, operational delivery, communications expertise and stakeholder engagement, we helped deliver TyreSafe's biggest and most successful Annual Briefing to date while enabling the charity's leadership to focus on what mattered most: championing tyre safety and bringing the sector together to help save lives.
Reflecting on the success of the event, TyreSafe Chair Stuart Lovatt said:
"This year's record attendance demonstrates the strength and commitment of the tyre safety and road safety community. As we welcome the first National Road Safety Strategy in 15 years, it is more important than ever that organisations across our sector continue to work collaboratively, share expertise and deliver consistent messages that help save lives. The challenges ahead are significant, but together we have the opportunity to make a lasting difference."
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