SESSION 514 Preparing, Developing, and Submitting …20415 41615 20615 41715 20715 52115 20915 52315 21315 ELC A: FORMATTING Labeling of Visuals Visual evidence of application is important

SESSION 514

March 1-5, 2015 | Mandalay Bay Convention Center

Preparing, Developing, and Submittinga Quality CTSM Portfolio

JAN NELSON

All Materials Copyrighted by EXHIBITOR Magazine / Jan Nelson© 2015 Rochester, MN

PRODUCED BY EXHIBITOR MEDIA GROUP

Q U I Z P R O C E D U R E S F O R R E C E I V I N G C E U C R E D I T S

Detailed instructions for submitting your quiz answers and affidavits to receive CTSM credit and CEUs for the sessions and/or workshops you take will be on the quiz site. The procedure for applying for CEUs is the same whether you are in the CTSM certification program or applying for CEUs only. For more information, email Wendy Lewis at [email protected] or call 507-424-4881.

C e r t i f i e d t r a d e S h o w M a r k e t e r P r o g r a M

CTSM

Sponsored by:

CTSM CaNDIDaTES• Be sure you have completed a CTSM Enrollment form online .

• Your CTSM Transcript Maintenance Fee of $95 is now included in your conference registration.

NON-CTSM CaNDIDaTES aPPlyING FOR CEUS

• Complete a CEU only registration form online at www.CTSM.com/CEUOnly.

All CEUs are paid by EXHIBITOR Show and awarded by Northern Illinois University (NIU) Outreach.

QUIZ PROCEDURES Submit a quiz for each CTSM-required session that you attend. Complete an affidavit of attendance for each

elective session you attend.

• To submit your quizzes and affidavits, go to www.CTSM.com/quizzes and follow instructions.

• Your unique PIN is the same one you use to access your CTSM transcript at any time.

• Deadline to submit quizzes is two weeks after each conference or after each EXHIBITOR eTrak session.

1

514 - Preparing, Developing & Submitting a Quality CTSM Portfolio

Presenter:Jan Nelson, CTSM Executive Director of

CTSM program

Sponsored by EXHIBITOR Media Group & Affiliated with

Northern Illinois University Outreach

Jan Nelson, CTSM Director of CTSM program

Executive Director of the Certified Trade Show Marketer (CTSM) program for the past 14 years

Over ten years of marketing communication and trade show management experience in the medical manufacturing industry

Degree in education and over ten years of teaching experience One of the early graduates of the CTSM program Under her leadership the program has grown to nearly 500

graduates, with over 3200 active candidates in the program Serves on EXHIBITOR’s Executive & Advisory Board committees

2

Table of Contents Based upon Essential Learning Components

ELC A: Formatting…………...pages 7-19 ELC 1: Vital Statistics…....…. pages 20-24 ELC 2: Overview……….….…pages 24-27 ELC 3: Show Schedule/

Measurable Objectives…….…pages 28-33

ELC 4: Management of ExhibitDesign/Production………….pages 34-39

ELC 5: Management of Integrated Marketing Communications

(IMC) …………………… pages 40-46

Table of Contents Based Upon Essential Learning Components

3


ELC 6: Management of Results Reporting………………...... pages 47-49

ELC 7: Conclusion ……...….. page 50 ELC 8: Working with an

Advisor…………..………… pages 51-52


ELC 9: Portfolio Process….… pages 53-60 Appendix…………………….. pages 60-63

4

CTSM STATUS CHECK

Where are you in the certification process? What is your role? Corporate trade show

manager, event manager, industry supplier, other?

Where will you be by EXHIBITORLIVE! 2016? What are your completion plans?

INTRODUCTION: PURPOSE OF THE CANDIDATE PORTFOLIO

Demonstrate application of required trade show/event manager skills• What are you doing better, smarter,

more efficiently, more effectively?• Have you moved from tactical to

strategic?

5


Demonstrate improved trade show & event results due to knowledge gained and applied• How are you managing & organizing

your shows?• How are you managing budgets?• Are you measuring results?


Provide AN EXCELLENT TOOL FOR CAREER ADVANCEMENT• Most importantly, this is for YOU• It’s a concise look at who you are,

how you manage, what you have accomplished

6

INTRODUCTION: PURPOSE –A CAREER TOOL FOR YOU

OVERVIEW SECTIONThis portfolio is being submitted for review as the final component in the Certified Trade Show Marketing certification that I have been enrolled in for the past 4 years. Throughout this process, I have completed all required courses and passed the final exam. This portfolio will show how I have incorporated the skills and lessons learned throughout the courses to improve my current trade show and event marketing program .

CTSM GRADUATE Sue McDonald, CTSM

“I shared my portfolio with a friend, who recommended sharing it with the Dir. of Mktg. at his company for a job opening. The director read it twice, asked questions, and made me a job offer.”

7

CTSM GRADUATE Kimberly Greenberg, CTSM

“This portfolio is the single biggest accomplishment in my career. It made me realize how much I have learned, appreciate the knowledge gained, and take stock of the fantastic things I’ve implemented in my program.”

ELC A: FORMATTING Cover Page

Cover Page• Name/Title/

Company• Contact

Information• Submission Date• Photo (not

required)

8

ELC A: FORMATTINGTable of Contents Example

Table of Contents (Use These Headers)Vital Statistics ……………………………………………………1Overview .......................................................…...…..............3Show Schedule/Measurable Show Objectives ……...……….5Management of Exhibit Design/Production …….……….……7Management of Integrated Marketing Communications….…11Management of Results Reporting …………………………...19Conclusion …………………………………………….………...23References ………………………………………………………25Appendices ………………………………………………………27-41

ELC A: FORMATTINGSection Headers

Section Headers• Start each key section header on new

page, using TABS as section dividers• Be consistent in font size/type (larger

than the story text)• Be consistent in any design elements

used

9

ELC A: FORMATTINGSection Header Example

I. VITAL STATISTICSII. OVERVIEWIII. SHOW SCHEDULE/SHOW OBJECTIVESIV. MANAGEMENT OF EXHIBIT DESIGN

AND PRODUCTIONV. MANAGEMENT OF INTEGRATED

MARKETING COMMUNICATIONSVI. MANAGEMENT OF RESULTSVII. CONCLUSION

ELC A: FORMATTINGSection Header Example

10

ELC A: FORMATTINGTabs Required - Example

ELC A: FORMATTINGTelling Your Story

Your Unique Situation Narrative – the connecting bond providing

background, rationale behind choices, explanation of processes and results

11

ELC A: FORMATTINGEasy to Read

At least 12 point font Leave some white space Single or double-sided pages (watch out

with double-sided so info is in right section) Quality is better than quantity Readable length – avg. 25-45 pages

ELC A: FORMATTINGNot Easy to Read Charts

12

ELC A: FORMATTINGEasy to Read Charts

ELC A: FORMATTINGEasy to Read

Pages numbered (including appendix) Organize your thoughts; then write

• Be conversational, yet professional, use proper grammar, be concise

Free from error – “second set of eyes”

13

ELC A: FORMATTINGReferences

References are vital to demonstrate application of learning• Reference at least 8 required sessions and 2-3

electives• Include within your story copy throughout your

portfolio sections• Explain how/what you applied from the session

appropriately

ELC A: FORMATTINGReference Example

In Session 20312—The Nuts and Bolts of Budgeting for Results ELC# 2 (The Absolute Basics), we learned a quick “ball parking” technique to allow the organization to better plan for how much an exhibit will cost. For example, for existing inventory, Kimberly Kee recommended …

14

ELC A: FORMATTINGListing of Seminar References

Include after the Conclusion section and before the Appendix (if youhave one)

List only those seminars referenced throughout your portfolio sections –not your entire CTSM curriculum

ELC A: FORMATTINGReview of Seminars to Reference

Required Listing – 23 to select from Electives – 3-digit sessions you

personally selected to meet your program needs

Resources – Handouts, CTSM web site, Required Curriculum Insert

15

ELC A: FORMATTINGReview of Seminars to Reference10515 30715 6171510815 30815 6201520105 31115 6211520215 31515 7221520315 4091520415 4161520615 4171520715 5211520915 5231521315

ELC A: FORMATTINGLabeling of Visuals

Visual evidence of application is important(“Show & Tell”, Not just “Tell”)

• Photos• Graphics• Spreadsheets/Charts• Examples of Integrated Marketing• Booth Schematics• And more…

16

ELC A: FORMATTINGExample: Labeling Visuals

Backlit graphic inside the convention center at ACVIM

ELC A: FORMATTINGEffective Use of Appendix

Appendix• Definition: supplementary material

usually attached at the end of a piece of writing

• Required: No• If included, it follows the seminar

reference list

17

ELC A: FORMATTINGEffective Use of Appendix

What not to include:• Documents/information that are key to

your story• Examples: booth visuals or budget

numbers that belong in Section 4 What to include:

• Long support documents• Examples: multi-page show schedule,

multi-page RFP, complete survey…

ELC A: FORMATTINGProperly Reference Appendix

Appendix references• Reference by page number(s) or designated tabs• Example:

“Following is a simplified budget for the conference. (The full budget can be seen in Appendix B on page 44.)”

18

ELC A: FORMATTINGBinding the Document

Variety of bindings from which to choose

Select one that looks professional

Be sure it truly binds the pages together in order

ELC A: FORMATTINGBinding Examples

19

ELC A: FORMATTINGBad Binding Example

ELC A: FORMATTINGInserting Required CD or Flash Drive

CD

20

ELC 1: VITAL STATISTICSSection 1 Requirements

First of Seven Key Sections • Candidate Profile• Company Profile


Candidate Profile• Who you are• Education• Industry experience• Your role in the company & key players

you work with• One to two pages

NOTE: this is not a resume

21

ELC 1: VITAL STATISTICSExample: Your Role in Company


Company Profile• Company background• Location• Size• Markets• Products or Services• Mission• Competitors

22

ELC 1: VITAL STATISTICSExample: Company Profile

“Blue Sea Systems was founded in 1992 in Bellingham, WA, by Scott Renne, a lifelong boater and adventurer. After returning from a three-year trans-Pacific voyage, he was certain he could design & build more reliable electrical products for boats. There are over 70 full-time employees…”

ELC 1: VITAL STATISTICSExample: Company Profile - Client

ABOUT Diamond Products One of the largest manufacturers of

diamond tools in the United States Headquartered in Elyria, Ohio Company has grown from 12

employees in the early seventies to one with over 300 employees currently

23

ELC 1: VITAL STATISTICSExample: Company - Competition

Competitors:In order by market share our major competitors include:

Commercial Building:Goulds…. ………………..30%Bell & Gossett……………15%Grundfos………………… 15%TACO………………….... 10%WILO…………………..… 5%Other………………….…..25%

ELC 1: VITAL STATISTICSResources for Your Folder

Resume Company History Company Annual Report Product Brochures Company Web Site More …

24

ELC 1: VITAL STATISTICSEvaluation Checklist

Have I: • Included educational background & career path• Listed my current job responsibilities and key

staff with whom I interact• Presented company history, location(s), market,

size• Demonstrated understanding of our competitors• Provided details on our products and/or

services

ELC 2: OVERVIEWSection 2 Requirements

Second of Seven Key Sections • Basic introductory remarks about your program• Any unique situations• What is your focus and why (specific show/

event, annual plan, certain client…)• Details on the show/event of focus

25

ELC 2: OVERVIEWOverview Example

OVERVIEW

Unique Situations:

At this time, FreeFlight is in the process of being sold. The new buyers have indicated …

I will focus on our National Business Aviation Association (NBAA) participation …

ELC 2: OVERVIEWOverview Example–Supplier/Consultant

This portfolio focuses on one client - DIAMOND PRODUCTS. I chose this particular client project specifically because …

It is important to note that this launch was a team effort, and although certain steps may not have been personally carried out by me, the overall processes were in place. In some instances, details have been provided by the client …

26

ELC 2: OVERVIEWOverview Example – Event Focus

My portfolio will focus on company hosted events, rather than tradeshows, which may be different from other portfolios. My goal is to showcase a collection of materials from the European Boiling Water Reactor (BWR) Conference. The planning and execution of this conference challenged me to …

ELC 2: OVERVIEWExample: Show BackgroundAIA (American Institute of Architects)

About AIA:The AIA Convention is an annual event with approximately 25,000 architects and building professionals gathering to see what’s new in building construction and design, as well as gain CEU’s (certified educational units) by attending some of the many seminars offered during the event.

Attendees Demographics: Charts includedTarget Audience:

27

ELC 2: OVERVIEWResources for Your Folder

Show audits Show directory Show web site Documents regarding scope of your

exhibit program More …

ELC 2: OVERVIEWEvaluation Checklist

Have I: • Included basic introductory remarks• Provided background on the size and

scope of my program• Detailed the show/event (or client) of

focus• Identified any special circumstances

28

ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES

Section 3 Requirements

3rd Key Section • Annual Show Schedule (Main shows

here/reference full schedule in appendix if it’s large)

• Corporate Exhibiting Objectives• MEASURABLE Specific Show Objectives


Schedule Example - GoodAnnual Show Schedule 2014

We will participate in 40 tradeshows this year. Below are the top five shows. The show highlighted in gold is the focus of this portfolio. See Appendix A, page 41 for full schedule.

ARC Industry Forum 2014Dates: February 10-13Location: The Renaissance Hotel, Orlando, FLBooth Size: 10x10, Type: 6 ft. tabletop

Offshore Technology Conference (OTC)Dates: May 5-8Location: The Reliant Park, Houston, TXBooth Size: 30x20, Type: Island

29


Trade Show Alphabet SoupAED BTE CPGA DSEiEAU FHVCA GIS HCAIBS JFPS KSCAHF LAIFMVC NAMS OSACT PCBCQES RRHA STMA TSAUSSC VSPP WIP XIACYPMNH ZIIEZTFE

Do you know which shows these are?Neither do we. Please explain acronyms.

ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVESExample: Measurable Objectives? No

VII. Corporate Objectives for International Coatings Show (fuzzy, too broad, not specific, not measurable)

Gather leads for future sales Launch new products Increase awareness and meet new

prospective customers

30


Example: Objectives – Approved

Measurable Objectives for International Coatings Show Gather leads for future sales - The goal was a 25%

increase, or 172 leads (138 leads were collected in 2001, 26 of these were hot, new customer leads)

Launch new products which included 3 new DrewPlusdefoamer products and 2 new ULTRALUBE wax products

Increase awareness and new prospective customers. The goal was to increase 25% over the 26 new customer leads, or 7 additional…

ELC 3: SHOW SCHEDULE/ MEASURABLE OBJECTIVES

Example: Questions to Ask

Slide credit : Ashley Backhus, CTSM

31


Where Do You Start If You’re Not Measuring

Measurable Objectives for Los Angeles County Fair Challenge – none of our objectives had metrics; none of

our stakeholders could specify what is “success” Looked at last year’s results to start goal setting

• Budget of $92,000 brought 5218 customer interactions

Request 30% more budget, expect 30% more interactions

Set a bar of 20% of total interactions for other goals


Example: Objectives – Approved

Measurable Objectives for Los Angeles County Fair

32


What Can You Measure?

Pre-set customer meetings Pre-show web site hits Direct mail pieces returned for gift Press connections, post-show articles Leads (A,B,C) Attendees at your event or presentations Sales conversion rate or cost per sale More…


Helpful Chart for Objective Setting

Overall Strategies

Tactics Assessment Method

Measurable Goals (Include #s)

33


Resources for Your Folder

Annual show/event schedule Trade show justification/eval form Show/event planning document Corporate exhibiting goals & strategies Show/event specific objectives – numbers

to measure against More …


Evaluation Checklist

Have I: • Included an annual show/conference/event

cycle• Detailed our show or event strategies• Provided specifics on our participation in

show/event of focus• Set MEASURABLE goals and objectives

34

ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION


What are you doing with respect to your space, properties, and presence at a show to help you meet the objectives set in Section 3?

• New Build or Renovation/Refurbishment• New Graphic Standards and/or Graphics• Effective Management of RFP and Budget

ELC 5: MANAGEMENT OF IMCExample: Message at Booth (IV or V)

Goal: Drive additional traffic & extend attendees’ time in the booth

Tactic: Two opinion leaders speakChallenges: Re-configuring the

booth, adding an auditorium & AV

Promotion: Advertised in a pre-show mailer and a room drop...

Results: Excellent Maximized 30 attendees/session (270 over 3-day period) Wrote 20% more leads

35


RFP Example

TABLE OF CONTENTSManagement of Exhibit Design/Production

Deciding to Build a New Booth …………... 9Meeting with Exhibit House and Booth

Designer …………………………………. 10Pictures of Old Booth ………………….…. 10Design Pictures …………………………… 11-12Pictures of New Booth ……………………. 13-16Conclusions ……………………………....... 17


Needs List Example (if no RFP)

Flexible to allow options for different setups, with ease of flow throughout booth without obstacles

Storage space which we can lock

Custom product tables in the shape of the company logo

Lighting to showcase the product; add backlit projection screen/ projector

36

ELC 4: MANAGEMENT OF EVENT DESIGN/PRODUCTION

Layout/Design


Old vs. New Booth Pictures

37


Example: New Portable Banner Stands

Objectives:• Easy to use• Convey powerful,

professional image• Solution for multiple,

simultaneous meetings• More targeted

message


Example: Tent City on Many Acres

38


Budget Example

ELC 4: MANAGEMENT OF EVENT DESIGN/PRODUCTION

Budget Using Percentages

39


Resources for Your Folder

Design approval team members Copy of RFP Concept design Proposed budget and actuals Visuals of before and after More …


Evaluation Checklist Have I:

• Demonstrated how I manage the process• Included RFP and final selection process• If no RFP, do I have a “needs” list• Included production strategies• Included budget and actuals• Included visual evidence• Tied my strategies/tactics back to

objectives set in Section 3

40

ELC 5: MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC)


How are you communicating with customers, prospects, and internal stakeholders to help meet your goals set in Section 3?

• Pre-Show: Direct Mail, Advertising, Web, Invitations, Blogs…• At-Show: Presentations/Speakers, Drawings, Sponsorships, Events…• Post-Show: Thank You Notes, Phone Calls, Sales Calls…

ELC 5: MANAGEMENT OF IMCWhat to Include

Methods of communication used & rationale for each Goals/results for each method – tied back to

overall objectives in Section 3 Effective and creative message integration Visual evidence Primarily external, but can include

internal communication

41

ELC 5: MANAGEMENT OF IMCExample: IMC Targeted Audiences

Target Market One: Current MCR prospects and clients

Target Market Two: Current prospects and clients of other Harris Interactive groups

Target Market Three: Pre-registered ARF attendees (who were not 1 or 2 targets)

Target Market Four: Media covering the event Target Market Five: Harris Interactive booth

and support staff

ELC 5: MANAGEMENT OF IMCExample: IMC Targeted Audiences

3 Months in AdvanceAll Targets- Show Guides -exhibitor description & presentation synopses- Hardcopy Program - HI MCR logo, contact info, web address- Online Program (www.ARFsite.org) included MCR hyperlink

2 Months in Advance and Leading up to EventTargets One and Two- HTML email & postcard invitations in staggered waves

Asked invitees to call or email sales rep to register for FREE passes to ARF InfoPlex exhibit hall and our two ARF presentations

1 Month in Advance …

42

ELC 5: MANAGEMENT OF IMCExample: Pre-Show Marketing Direct

Mail Campaign

Approximately 1,000 direct mail pieces sent

Objective = drive traffic to our booth by offering a chance to win a Palm Pilot

Response rate = excellent Expectation = 5-7%Actual = 10%

ELC 5: MANAGEMENT OF IMCExample: Message in Show City

Wrapped pre-show mailer around 3 EasiCleanse washcloths – dropped in attendees’ rooms

Try the cloths, provide feedback on the form & return form to booth to be entered in drawing for Palm Pilot

Ninety-six pieces returned – 10%

43

ELC 5: MANAGEMENT OF IMCExample: Message at Booth (IV or V)

Goal: Drive additional traffic & extend attendees’ time in the booth

Tactic: Two opinion leaders speakChallenges: Re-configuring the

booth, adding an auditorium & AV

Promotion: Advertised in a pre-show mailer and a room drop...

Results: Excellent Maximized 30 attendees/session (270 over 3-day period) Wrote 20% more leads

ELC 5: MANAGEMENT OF IMCExample: Measuring IMC

Pre-Plan, Estimate Costs, What #’s Needed for Success?


44







45

ELC 5: MANAGEMENT OF IMCExample: IMC Strategy – How Does

it Fit with the Plan

ELC 5: MANAGEMENT OF IMCRecommended Chart for

Integrated Marketing CommunicationsCommunication Method Chosen

Rationale for Choice

TargetedAudience

How Will You

Measure

MeasurableObjective

Results Recommen-dations for

Future

Show Directory Attendees read to select booths to visit

All attendees

Lead count compared to last year

Increase visitors to our booth by 4%

Website Non costly reach of target audience

Customer base and inquiries

First time tried; calculate % of hits down-loaded

Get 6% of site visitors to download free ticket

Direct Mail Invitation

Drive traffic to booth

Customer base & registered attendees

Number of gifts given

Get 10% of invites returned for gift

46

ELC 5: MANAGEMENT OF IMCResources for Your Folder

Marcom team members Media plan or creative brief Examples of your communication media Proposed budget and actuals for

communications More …

ELC 5: MANAGEMENT OF IMCEvaluation Checklist

Have I: • Included communication planning and

measurable goals for each method• Provided rationale for choices of media used• Included visuals (labeled) to demonstrate

message integration• Tied my communication plans back to

objectives set in Section 3• Provided assessment measures and results

47

ELC 6: MANAGEMENT OF RESULTS REPORTING


How – what assessment measures used? What – ROI, ROO, leads, sales, presentation

attendance, ..? What were the results? Were these results tied back to objectives? To whom and how did you report results?


Example: Results Tied to TargetsHow Results Are Measured (think back to IMC Example)

Targets One, Two, Three and Four- Counted email response rates - Counted number of appointments set in advance of show opening- Counted number & rated quality of leads collected in the booth - Counted web hits to http//:www.harrisinteractive.com/MCR- Tabulated and reviewed qualitative data collected by booth staff

and attendee surveysHow Results Are Reported

Lead sales representative & I presented a concise, numbers-driven presentation (preferred format for Drivers) to top management and the MCR team (Communicating with Others: Essentials for Success, 82300). We included a budget analysis (Appendix C, p. 36).

48


Example: Results Tied to Objectives

LA County Fair Example

ELC 6: MANAGEMENT OF RESULTS REPORTINGExample: Results Reporting

The post show report was sent to each of the business managers, marketing managers and the staff working the booth.

The information gathered on leads was tracked and will be included in my year-end report sent to our Executive Management team, Marketing and Sales Managers.

49

ELC 6: MANAGEMENT OF RESULTS REPORTINGResources for Your Folder

Copies of your original goals from Section 3 for comparison

Documents showing results Copies of team reports & survey results Count tabulations, measurement charts Number of new sales Management reports More …


Evaluation Checklist

Have I: • Included assessment measures used to get

results• Tied results back to the original objectives• Reviewed the +’s and –’s of the strategies and

results• Presented the results to upper management

50

ELC 7: CONCLUSION Section 7 Requirements

Give a closing assessment of your program or show

What have you learned? What recommendations do you have for

future improvement and what strategies are in place to accomplish them?

ELC 7: CONCLUSION Conclusion Example

51

REQUIREMENTS WRAP-UP

Before starting, always print most current version at www.CTSM.com

ELC 8: WORKING WITH AN ADVISOR

Preliminary Steps Completion of 28 seminars Portfolio registration online at

www.CTSM.com Payment of $195 registration/certification

fee

52


Required: Work with an advisor Graduate advisor is assigned when you

register It will only be beneficial if you

communicate regularly


Benefits of an Advisor“Many thanks to my

advisor Mark for the hard work and skillful encouragement he gave me and to Jeffrey of the College Board for his careful editing.”

53

ELC 9: PORTFOLIO PROCESSPrepare & Develop Your Plan

Begin pre-planning after first EXHIBITOR conference

Recall your trade show program’s growth and successes

Know your role and responsibilities Know your company and key players Get management buy-in

ELC 9: PORTFOLIO PROCESSPrepare & Develop Your Plan

Collect evidence Structure filing by Table of Contents Keep two files - paper and electronic Determine what’s missing

54

ELC 9: PORTFOLIO PROCESSCompleting the Project

Seminars completed? Schedule time to write –NOW!• A section at a time, a weekend, a few hours each week,

on the plane… Work with your advisor Proof your material

• Readable and logical, free from mistakes, all required components included


Advice from a Top Advisor

Do 3 separate reviews: form, flow and final proof.

Use active case – takecredit for your work.

Refer back to the portfolio guidelines and other portfolios, and don’t be afraid to call Jan.

55


Advice from a Top Advisor

Print 1 or 2 sections to check ease of readability

Have someone outside of your company review –ensuring that your portfolio can be understood by anyone

Use the evaluation form or candidate checklist to ensure all elements are included


Helpful Technology Tools• Digital Camera• Scanner• Adobe Acrobat PDF Writer• Frequent back-ups on external drive• www.sendspace.com, www.yousendit.com -

DropBox or other large file transfer• Local copy shop to the rescue!

56


Help is always available• Your Company (Supervisor, Co-worker, IS/IT

Department)• Friend/Family Member• Portfolio Advisor• CTSM Office – Executive Director, Jan Nelson

ELC 9: PORTFOLIO PROCESSAssistance from CTSM Office

Portfolio Class (#514) at EXHIBITORLIVE! - all candidates should take this class as part of the portfolio process

Offered as a Web Session April through October in 2015

Power-Working Weekends offered in 2015: planned June, August, October, & Jan. 2016

Registration is online at www.CTSM.com

57

ELC 9: PORTFOLIO PROCESSSubmitting the Project

Have advisor review final document & contact CTSM office with “Sign-off”

Publish in Adobe Acrobat PDF Format Submit 3 hardbound copies + 3 CDs/flash drives Email professional headshot of yourself to

[email protected] - instructions on web site Submit by Nov. 1, 2015, or within one year from

date of registration

ELC 9: PORTFOLIO PROCESSEvaluating the Project

Three member review committee Evaluation form

• Copy of form online at www.CTSM.com• Reviewed monthly, except Feb. & March• Reviewed section by section• Results collected by executive director &

emailed to the candidate

58

ELC 9: PORTFOLIO PROCESSEvaluating the Project

The Heart of the PortfolioMeasurable goals/objectives Results tied to those goals in all sections Seminar references with application


“A year from now you’ll wish you had started today.” Karen Lamb

“Procrastinating causes problems;Delaying causes disaster! ”

CTSM Advisor, Joe Ries

59

YOU CAN DO THIS!

Building your portfolio is simpler than you think!Certification is right around the corner.

The rewards are great!

Start Planning Today!

Resources for You

CTSM Web Site (www.CTSM.com) Log on to MY CTSM using your email

address and your PIN Click on PORTFOLIO Registration Form, Requirements, Work in

Progress Sheet, Checklist, Evaluation Form. Portfolio Examples

60

Q & A

What else would you like to know about developing your Candidate Portfolio?

Appendix

Suggested Visuals for

Event-Focused Portfolio

61

Suggested Visuals for Event-Focused Portfolio

by Susan Davis, CTSM

VITAL STATISTICS – Same as for exhibit managers

OVERVIEW – Explained current role managing conferences and events; noted she was focusing on one

specific event and reasons why

SHOW SCHEDULE/MEASURABLE SHOW OBJECTIVES –

Became CONFERENCE/EVENT SCHEDULE & OBJECTIVES


by Susan Davis, CTSMMANAGEMENT OF EXHIBIT DESIGN/PRODUCTION became

MANAGEMENT of CONFERENCE (EVENT) DESIGN & PRODUCTION

Visuals that were included in this section:1. Meeting space layout – floor plan of facility/venue2. Meeting room layout –seating arrangement 3. A/V layout 4. Exhibit hall layout (if applicable)5. Area map –– transportation, entertainment, dining6. Photographs of the event

62



MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION

7. Comprehensive planning documents – timelines, schedules, working with CVB’s

8. Site selection process & final selection (as replacement for RFP)

9. Budget (planned vs. actual)10. Agenda development11. Speaker selection process12. Conference specifics



MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS

Components here included overall look and feel (theme), web site design, invite e-mail, reminder e-blasts, graphics and handouts – including visuals to demonstrate how everything tied together. Measurement was provided.

63



MANAGEMENT OF RESULTS REPORTING –Combined both quantitative and qualitative results. Objectives were measured against Success Indicators. Post-Conference Surveys were tabulated, and budget documentation was provided.

CONCLUSION – Discussed what was learned and noted areas for improvement for next year’s conference.