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Erin BerryVP, Marketing & CommunicationsBoardSource
@ErinJonesBerry @JoeColangelo
Joseph ColangeloCEO & Co-FounderBear Analytics
Meet Erin Berry
New to BoardSourceexecutive teamTasked with marketing & growing the BoardSourceLeadership Forum (BLF)Lover of data
@ErinJonesBerry
BoardSource Leadership Forum
Largest BoardSource event: ~$600k in annual revenuePremier event in the nonprofit board education spaceStaff HUGELY invested in show production
125,000+ data points
$3M+in total revenue
3 separate data sources
Exhibit Sales
Sponsorship
Registration
9
Tip #1Don’t be scared of dirty data!
Tackling Dirty Data
Exhibit Sales
Sponsorships
Individual Registration
ü Disparate systems
ü Duplicate company records
ü Strong email collection
ü Open field text job titlesEx: CEO, Chief Executive, C.E.O.
Topline Stats
1,024
708849
616
808 787
0
200
400
600
800
1,000
1,200
2008 2009 2010 2011 2012 2013
Tota
l Reg
istr
ants
(5.4%) CAGR
47% decline in number of Exhibitors
13% increase in Total Revenues
↓
↓
62% 54%
2009 2013
Change in Percentage of RegRevenues
23% decline in number of Registrants
↓
2015
983
2,909%
394%111% 50% 25% 26%
0%
500%
1,000%
1,500%
2,000%
2,500%
3,000%
3,500%
1%Year% 2%Years% 3%Years% 4%Years% 5%Years% 6%Years%
2,909
Uniq
ue In
divid
uals
200
8-20
13
394111 50 25 26
83%
6%
Retention & Loyalty Issues Tip #2Event loyalty & retention measures your event’s brand strength.
BoardSource's most loyal organizations contribute
57% more revenue than less loyal organizations.
~20% of individual registrants are retained
year-over-year
Percentage of Paid Registrants
2008 2013
Perc
enta
ge o
f Re
gist
rant
s W
ho P
aid
76%
63%
84% 80% 78%71%
Members24%
Non-Members
76%
Members73%
Non-Members
27%
Non-Members contribute
34% MORE in registration
revenue than Members
2015
75%
Evolution in Strategy
Better content | New leaders | New content
More sessions: Dynamic | Interactive
Highlight 2015 with a new reception – New Orleans style!
ONLY FOCUS ON 2-3 Recommendations
1. Improve attendee retention
2. Diversify exhibitor base
3. Use event as brand exposure for membership
Key Results2015 BLF was the largest event for BoardSourcesince the recession!200+ attendees from 2014 came in 2015!75% of registrations were PAID!Huge jump in non-member registrations
2014 and Beyond
We wanted to be more data-driven and this engagement made our senior leadership even hungrier for it!