The Communication Directors’ Forum (CDF), run by Richmond Events, could be characterized by just a few words by communications director for the PRCA, Matt Cartmell: “New members, industry insight, the chance to create new partnerships – and the best mixed expresso martini on the English channel.”

In a nutshell, that’s it. But what makes the CDF special is the way those on board interact and the community which is developed by the end of the three days at sea.

The boat, as it is lovingly called, brings together corporate communications professionals from in-house teams with their counterparts in agencies with the aim of building business relationships between the two. The forum also features a stacked conference programme of discussions, roundtables and skills development. There’s usually also a wine and cheese course.

That mix of hard work and good fun keeps those aboard the Arcadia (a new ship, replacing the Aurora, this year) coming back year after year. Nick Terry, co- founder of live events and video agency Top Banana, and a veteran of the CDF, says the boat is an to build his contact list, exchange stories and eventually, win new business. He adds the boat offers a, “Sense of community, [an] opportunity to reconnect and/or connect with friends and potential new friends.”

For suppliers, the initial investment is high, but the payoff is usually readily apparent. Terry says the agency has, “Definitely picked up business as a result of the CDF, otherwise we wouldn’t do it!” Most old hands echo him. Callum Gill, marketing manager at drp group says, “We’ve attended the forum for a number of years and we find it an extremely valuable way to get face time with senior comms professionals in a pre-qualified environment. We don’t take a hard sell approach and so cold calls and battering down the door isn’t our style. The forum validates those conversations and makes sense for corporates and agencies.”

Natasha Graham, associate director of Bellenden Public Affairs, will be boarding ship for the third time this year. She says the forum will allow the agency to discuss its new corporate affairs offer as well as build and develop relationships, “We hope to meet lots of new and interesting people, hear about their experiences and challenges, offer a new perspective on any issues, raise awareness of our offer and the success that we’ve brought to so many companies across various sectors, and hopefully identify a few potential clients. Ultimately, we want everyone we meet to walk away thinking positively about our team, work and take on their issues.”

It tends to be up to the suppliers themselves to see a return on that investment though. Most of the forum revolves around one-to-one meetings between delegates and suppliers. Many veterans recommend a soft-sell approach, as Gill does. Meetings can take place back- to-back throughout the day including breakfast, lunch and dinner meetings. No one wants to be pitched to for 17 hours straight. Thus, those that present a unique view of their approach to comms and the services they have on offer are usually rewarded with new briefs as a result of the forum. Gill says, "The forum is always successful for us. We firmly believe, however, you get out what you put in. Send the right people with the right assets of you can't complain about poor results. We also measure over a three year period as sometimes, contacts we meet on board don't translate into projects until years down the line, but that meeting at the forum was the catalyst for the process."

However, it's not an immediate turnaround as many will caution. It can take months or even years for a meeting to turn into a new client. Giles Cattle, head of planning and experience at Crown Business Communications, says he hopes to have, "Stimulating conversations with communications practitioners that hopefully lead to Crown helping them solve their communications challenges." He adds that new clients are often found through the CDF. Terry adds, "If we get two good solid clients that end up joining us on our long-term client relationship roster, that equals success."

It may be more of an immediate return for trade associations like the PRCA and EVCOM, which both regularly attend the forum. Cartmell says the boat is useful not only to gain new members but to make new connections, “It’s consistently a great place to discuss the merits of joining the PRCA, and we’ve made some very useful industry connections that have helped us to broaden our reach and services to members.” But, the short term should not be the only focus. Richard McHardy, who will represent EVCOM aboard the Arcadia, says, “think the first important point to make is that as an agency supplier attendee of the past, I’ve always made a decent return on the investment made in attending. The second point o make is that the return is not always short term and I would encourage all attendees (delegate or supplier) to see the event as first and foremost a relationship building opportunity as opposed to a sales drive and to look longer term for any potential return.”

That aspect of the CDF should not go unnoticed. New attendees at SeeThat signed on to the CDF because of the prospect of a unique way to meet new business contacts. Colin Burcher, new head of partnerships for the online video company, says, “We recognised the CDF as the leading event for networking and it was highly recommended by contacts in the industry.” He says that the boat’s remoteness is an appealing quality for suppliers. He says he is looking forward to, “Getting away from the distractions of day-to-day working life and learning from the new contacts we meet.”

And it is remote. The Arcadia will set sail from Southampton on Wednesday night on 7 October and dock off the coast of Guernsey. Suppliers and delegates are not allowed to leave. There is patchy (though now more powerful) internet access and pricey mobile service. There is no escape.

That sounds dire, but it actually makes for a community atmosphere and allows people to disconnect and focus on their meetings and the conference sessions. For a rare three days, attention can only be focused on agency-client meetings. This offers an unusual opportunity for both delegates and suppliers to make meaningful connections without the distraction of their everyday working lives. The meetings side of the CDF is complemented by a conference that delves into the issues affecting communications professionals. Past sessions have included an examination of corporate video for the internal audience, the future of the public affairs industry, reputation management and brand building, how to be effective on social media, how to manage a massive internal comms campaign among many others.

Cartmell says he is looking forward to, “Gaining an insight into what’s on the industry’s agenda. Perhaps over a cocktail while watching an Abba tribute band.” Cartmell has in the past led conference sessions and points out the conference’s value in allowing delegates to understand the current state of communications.

His second point, though, is valid as well. The CDF is not just about three days of non-stop working (though that is a factor). As on any cruise ship, the entertainment, food and drink are not to be missed. The Abba and Queen cover bands have made for many a fun night – though the entertainment changes each year – and the casino provides a welcome distraction for many. The Arcadia’s bars will be where most of the networking takes place.

The dining room is the hub of the CDF. Meetings can take place at any of the three meals and networking is best when dining. The food itself is of a high standard. The Arcadia is home too to Marco Pierre White’s Ocean Grill. Despite the early wakeup calls, meals are not to be missed. Andy Myring, director of brand experience at Maverick Marketing & Design says he is looking forward to client meetings over meals because of the interesting discussions that arise.

Overall, the CDF is, for many, the centrepiece of the marketing year. It is fun, difficult, grueling and enjoyable all at once. And the sense of community aboard ship is irreplaceable back on dry land.