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Industry Advocacy:JMIC’s Case Study Program
ICCA, November 2016
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55th ICCA Congress
International Congress and Convention Association #ICCAWorld iccaworld.org
JMIC: A Global Industry Council
• AACVB• AIPC • ASAE• COCAL • DMAI • ECM
• EFAPCO • EVVC• IAPCO• ICCA • ICECAP• IFES
• MPI • PCMA • SITE • UFI• UIA
150+ Countries
Our Perspective:
The future of the Meetings Industry is being driven by a growing realization that meetings, conventions and exhibitions are major drivers
of economic, academic, professional and social development – and can be used to strategic advantage by a destination to achieve key
policy goals
Our Communications Strategy:
• Expand our value proposition to include our role in overall global development
• Reach out to a broader audience with this enhanced message
We’ve Come a Long Way:
As an Industry, we’ve:• Developed and articulated the key messages• Created tools to facilitate communications• Encouraged more consistent EI measures• Engaged with WTTC, UNWTO, OECD for more
research collaboration• Convened conferences on aligning economic
impact measures and strategies for advocacy
Where We Are Now:
We have a great story to tell and good industry support for telling it
But credibility demands solid and consistent data to back up the story
EI data has improved – but only tells a small part of the story!
The Process: Using Our Best “Stories” to Advantage:
The future of the Meetings Industry is being driven by a growing realization that meetings, conventions and exhibitions are major drivers
of economic, academic, professional and social development – and can be used to strategic advantage by a destination to achieve key
policy goals
Case Study Program -
Documentation
The Iceberg – Communication and Recognition
Event Outcomes:• Economic• Professional• Academic• Business • Community
Enter the Case Study Program: Using Our Best “Stories” to Advantage:
The Iceberg: A New Industry Partnership
• A platform for in-depth coverage of value stories
• Crowd-funded; a two year commitment• Materials available to all industry partners• Targeting both;– Industry media– Broader business, mainstream media
Where Do We Go From Here?
• Identify compelling case studies• Document these in
cooperation with the academic community• Promote them as evidence for
our value proposition
Our Panel:Dr. Deborah Edwards, Associate Professor and
Director, Postgraduate Research
Dr. Carmel Foley, Associate Professor
University of Technology Sydney Business School
Industry Advocacy:JMIC’s Case Study Program
ICCA, November 2016
55th ICCA Congress
International Congress and Convention Association #ICCAWorld iccaworld.org