Chapter 9: Planning and Producing MEEC Gatherings

Setting Objectives

Who is the group? Why are they here? What is the meeting objective?
Impacts virtually all meeting components
Site selection / food and beverage
Transportation / room layout and setup
Program content

Creating meeting and event objectives
Objectives are the basis of planning process
Objectives should be clear, concise, and measurable
Objectives drive program planning
Focus on attendees
What will be their ROD?

Three reasons people attend meetings:
Education
Networking
Conduct business

Importance of Education

Return on investment (ROI) and expectations of attendees
Event (education) must be justified
Meaningful program content
Attendance based on quality of event / education

Technology advances provide additional challenges and opportunities:
Web and video conferencing
Distance learning
Virtual tradeshows
CD-ROMs and DVDs of presentation

Professional Certifications

Associations provide current information and continuing education in particular field
Continuing Education Units (CEUs)
Lead to certification or licensing
Demonstrates level of competency in profession

Associations provide current information and continuing education in particular field
Good source of revenue through application and testing fees, study materials, re-certification

Certified Meeting professional (CMP)
Most recognized designation in meeting and conventions
Administered by Convention Industry Council (CIC)

Developing SMART objectives

Objectives need to be S.M.A.R.T.
Specific
Measurable
Attainable
Relevant
Time based

Examples of meeting objectives
Generate attendance at specific hotels
Create a program by a certain date.
Conference for specific attendees
Complete designs, plans, or graphics for meeting by a certain time.

Request For Proposal (RFP)

Disseminated to preferred sites (often via internet)
Submit directly to hotels and facilities
Submit to local CVB to distribute to properties
Submit to DMAI web site

RFP allows hotels to examine economic impact of meeting and decide to create a bid
“Fam” trips are another method to promote a destination

Cost Control

Tools for monitoring budget
Make sure facility knows who has signing authority
Accurately estimate amount of meals ordered
Outsourcing rather than keeping someone on staff full time

Program Implementation

Factors to consider:
Program type
Content, including track and level
Session scheduling
Speaker arrangements
Refreshment breaks and meal functions
Ancillary events
Evaluation procedures

Program types:
General or plenary session
Concurrent session
Workshop or break-out session
Roundtable discussion groups

Program content:
Average attendee 3 to 6 sessions a day
Developed months in advance
Must be specifically designed, not a “one-size-fits-all” model
Create tracks and levels
Speakers can design session special

Refreshment Breaks and Meal Functions

Important to provide breaks
May be more productive to keep attendees in facility rather than eating outside
Refreshment breaks foster connections
Cocktail receptions and dinners – be careful with alcohol consumption

Audiovisual Equipment

Many meetings do not allow speakers to bring their own A/V.
Controlling A/V costs is very important.
Reduce handouts by making available online or by emailing.

Meeting and Event Specification Guide

APEX Initiative
Specifications guide three parts
narrative; function schedules, function set-up orders

Pre– and Post–Con Meeting

Pre-con meeting
Important to coordinate between all the major players
Post-con meeting
Important for planning the next meeting

Future Trends

Focus on meeting and event ROI will become more intense.
Planners will need to keep “wow factor” in mind.
Technology will play an increasing significance in planning and producing events.

Small event lead times will get shorter while long events get longer.
Corporations and associations will continue to downsize in-house meeting and event staff, outsourcing to third party planner.

Review

Setting objections
Professional certifications
Needs analysis
Development of SMART objectives
Site selection
Request for proposal
Budgetary concerns
Cost control

Control in MEEC
Program implementation
Session scheduling
Refreshment breaks and meal functions
Speaker arrangements
Audiovisual equipment
Registration

Housing
Meeting and specification guide
Pro-and post-con meeting
Future trends

Needs Analysis

Method of determining a meeting's expectation
Needs of corporation and association differ; consider:
Age and gender of past attendees
Level of expertise
Position in organization

Hotel amenities preferred
Medical or dietary needs
Organization paying
Guests of attendees (spouse)
Importance of networking
Distance attendees travel

International guest special needs
Special accommodations (ADA)
Educational outcome expected

Site Selection

First establish meeting objectives
Determining site is typically a group decision

Factors to consider
Rotation of location
Trade publications
Location of majority of attendees
Cost for planner and attendees
Mode of travel
Type of hotel or meeting facility

Budgetary Concerns

Budget is major consideration next to objectives
Budgetary issues include:
What is cost to produce event?
Who will pay?
Will there be a registration fee?

Budget is major consideration next to objectives
Budgetary issues include:
What types of food and beverage?
Will additional cost will be passed on to attendees?
What revenue streams are available?

Step 1 – establish goals
Should incorporate the SMART approach
Set by planner, association, corporate mandate
Determine financial expectations of event
Three possible financial outcomes: Break-even; Profit; Deficit

Step 2 – identify expenses
Indirect cost
overhead or administrative items
Fixed cost
expenses incurred regardless of number of attendees
Variable cost
based on the number of attendees

Step 3 – identify revenue sources
Registration fees
Corporate / association funding
Private funding
Exhibitor fees / sponsorships
Logo merchandise

Step 3 – identify revenue sources
Advertising fees
Government assistance
Sales of banner ads
Renting of membership list
Partnerships

Control in MEEC

Evaluating design – a good design should be:
Simple, concise, completed in minimal time
Self-administered are most common.

Evaluating design – a good design should be:
Qualitative data
hard numerical, can be compared: scores, averages, ranks.
Quantitative data
soft – a descriptive record of what is observed, then written.

Designing and implementing a survey
Simple, one concept per question
Avoid professional jargon, acronyms, abbreviation
Easy first; difficult, personal last
Keep anonymous
Include meeting contact information

Designing and implementing a survey
Number all questions
Readable
design fonts, graphics, visibly simple
Identify speakers by name
Someone collects forms or have clearly marked collection bin

Session Scheduling

Timing is critical
Variety of activities
Don't double-book events over same time period
Coordinate trade shows and workshops
Allow enough time between sessions for restroom, travel time, checking messages, etc.

Speaker Arrangements

Volunteer speakers
Reduce expenses, are knowledgeable, may increase attendance, build relationships
Volunteer speakers also may not adequately prepare, not be a good presenter, may have personal agenda
Paid speakers
More reliable

Speaker guidelines should include:
Background information
Date and location of meeting
Special events speaker may attend
Date, time, location of room
Presentation topic and duration
Demographic and estimate of attendees

Speaker guidelines should include:
Room set and A/V availability
Request for short biography
Remuneration policy
Dress code
Instructions for preparing final abstracts
Instructions / format for handouts

Speaker guidelines should include:
Transportation and lodging information
Deadlines for all materials to be returned
Guidelines for speaking to group
Presenter contractor
Tape, CD-ROM and internet waiver.

Managing Speakers on site

Especially important at large events
Pre-convention
Session activities such as on social media (Facebook, Twitter, etc.)
Ancillary Activities

Registration

Valuable data gathering before meeting
Registration fees
Pre-registration
On-site registration

Housing

Attendees arrange for their own room
Group rate is arranged at multiple locations
Meeting sponsor handles all housing arrangements
Third party Housing Bureau