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Aaron delivered this presentation during the Georgia Society of Association Executives February Luncheon on Wednesday, Feb. 20, 2013, in Atlanta, GA.
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The Meetings Report: Five Game-changing Tactics Redefining
Education Strategy & Success
Georgia Society of Association Executives
Wednesday, Feb. 20, 2013
@AaronWolowiec
AaronWolowiec.com
• Elevate the quality and sophistication of your programs
• Build the reputation of your meetings department
• Improve your organization’s bottom line
Learning Road Map
• Background• Recommendations• Aha moments• Final thoughts• Resources• Wrap-up• Contact information
1. Association best practices
2. Benchmarking data/metrics
3. Annual education strategy
Alex Kontras
Kristen Parker
Aaron Wolowiec
Cheryl Ronk
1. Senior education/professional development staff
2. Association meetings
3. Professional speaker hiring practices
4. Industry speaker preparation and compensation
5. Meeting evaluation practices
Survey
Analysis
Report
1. Instructive, actionable and universal tactics
2. Redefines how success is measured
3. Valuable to both associations/industry partners
1. Office of the Governor
2. Michigan Economic Development Corporation
3. ASAE Legislative Fly-in
Tactic 1:Diversify Revenue
Diversify Revenue
• Percentage of annual revenue attributable to conventions, exhibits and meetings
• Type and number of meetings• Exhibitions and sponsorships• Credentialing programs• Major meeting/annual income ratio
Tactic 2:RewardDifference
Reward Difference
• Unique identity, culture and experience• Greater variation, creativity and innovation• Diversity of thought• Function leaders/staff• Speaker bureau and CVB services• Methods used to identify prospective speakers • Decisions about professional speakers/venues
Tactic 3:Value
Context
Value Context
• Your members, organization and industry• Position titles/salaries• Total number of concurrent sessions• Percentage of members attending major
meeting • Industry speaker compensation packages• Form and content of formal evaluations
Tactic 4:Maximize
Opportunities
Maximize Opportunities
• Relevant, competitive and sustainable
• Change and experimentation
• Industry standards, practices and networks
• Internship programs
• Blended learning• Digital meetings• Outsourcing meeting
planning activities• Optimizing speakers• Collecting evaluations• Live video streaming
Tactic 5:PrioritizeLearning
Prioritize Learning
• Logistics vs. learning/networking• Utilize professional/ industry speakers• Schedule intentional speaker follow-up • Call for presentations • Speaker preparation• Measure learning• Verify expanded speaker submissions
1. Diversify revenue
2. Reward difference
3. Value context
4. Maximize opportunities
5. Prioritize learning
Final Thoughts
• Business as usual is not an option• Evaluate current education strategies• Operationalize each of the five key
recommendations • Develop actionable next steps• Implement new strategies within this
calendar year
• Purchase The Meetings Report at msae.org
• Attend the follow-on workshop
• Consider one-on-one consultation
Leave a business card…
I’ll email the slide deck.
Monday, Aug. 5, 2013
3:15 p.m. – 4:30 p.m.
Building Financial Momentum Through Meetings & Membership Collaboration
Aaron D. WolowiecMSA, CAE, CMP, CTA
(616) 710-1891aaron@eventgarde.comwww.eventgarde.com
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