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

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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.

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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

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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

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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

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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

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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