The Counterintuitive Know Your Program Audience Mark Schofield NFPA November 15, 2007

The Counterintuitive NFPA: The Authority on Fire, Electrical, and Building Safety. The mission of the nonprofit NFPA is to reduce the worldwide burden of fire and other hazards on the quality of life by providing and advocating consensus codes and standards, research, training and education. The mission of the nonprofit NFPA is to reduce the worldwide burden of fire and other hazards on the quality of life by providing and advocating consensus codes and standards, research, training and education. NFPA serves as the leading advocate of fire prevention and is an authoritative source on public safety. NFPA's 300 codes and standards influence every building in the U.S. NFPA serves as the leading advocate of fire prevention and is an authoritative source on public safety. NFPA's 300 codes and standards influence every building in the U.S.

The Counterintuitive NFPA Educational Products Open Registration Seminars Open Registration Seminars Contract Seminars Contract Seminars World Safety Conference World Safety Conference Video Video On-line Learning On-line Learning

The Counterintuitive Fire Alarm Seminars

What a business, many come back every third year! The Counterintuitive?

The Counterintuitive Project Manager Project Manager –Role - Manager of engineers, technicians –Need - Understanding of major codes & how they interact Domain Expert Domain Expert –Role – The Specialist, Resource to engineers, Internal Consultant –Need – “Competency” Designer Designer –Role – Puts in on paper…accurately –Need – Ensure Compliance…quickly, Produce! Billable Hours “Auditor “ (POSH) “Auditor “ (POSH) –Role – Confirms Compliance –Need – Confidence!

The Counterintuitive How Segment Needs Influenced Open Registration Seminars Increased schedule for Designer; more deluxe for Project Managers Increased schedule for Designer; more deluxe for Project Managers –Las Vegas and Omaha / Continental Breakfast Added more checklists and job aids for Auditors (“Tools” to confirm compliance) Added more checklists and job aids for Auditors (“Tools” to confirm compliance) And, realized that the Domain Experts only went to the Conference And, realized that the Domain Experts only went to the Conference

What a business, they have to come back every third year! The Counterintuitive… …”they” are “thems” …some will do much more

What a business, they have to come back every third year! The Counterintuitive side note… …Seminar attendees do not attend the conference and vice-versa

The Counterintuitive

Life Safety Code Programs Plans Review

Lower the price, they’ll come by the dozens! The Counterintuitive?

The Counterintuitive Low Price Seminar Test Test: create a financially viable seminar model below the $200 per day threshold, to reach the segment of our audience that has “proven” to be price sensitive. Background: When subsidized by a Grant, average attendance in the NFPA 1600 seminar was 65, without the subsidy it averaged 18

The Counterintuitive Low Price Seminar Model Non-code seminars Non-code seminars NFPA 1600 Emergency Evacuation Workshop Facility Safety – –1-day of Management and Prevention – –1-day of Maintenance & Protection

Lower the price, they’ll come by the dozens! The Counterintuitive… …The “offer” and the “Sponsor” have far greater influence than price

Just my opinion, but you are wasting money on a 32 page brochure… The Counterintuitive?

The Counterintuitive Conventional wisdom 32 Page 8 Page ASAE = 64 Pages in 2004 Exhibitor Show = 52 Pages in 2004 MacWorld = 28 Pages in 2005

The Counterintuitive Background Information Potential Cost Savings (8 Page) – –Printing $22,000 – –Postage $5,000 – –Design $3,000 Strong relationship with NFPA Dedicated to the Industry Networking with peers Magazine, Web, … Contingency plan if needed 8 Page

The Counterintuitive The Test 32-page brochure mailed to 190K, subsequent mailings sent to smaller targeted audiences within that list. 32-page brochure mailed to 190K, subsequent mailings sent to smaller targeted audiences within that list. 8-page brochure – nth select of 10K Consistent across all lists and mail drops to insure integrity 8-page brochure – nth select of 10K Consistent across all lists and mail drops to insure integrity

The Results 32-Page * 8-Page List Name Response Rates In-House Names 1.64% 2.85% Previous Attendees 2.39% 5.68% Outside Lists.36%.92% Rental Tests.16%.82% Rental Continuations.16%.43% Average 1% 1.92%

The Counterintuitive Action Steps/Results 2006 & 2007 NFPA conference brochure was 12-pages (Pre-conference) Website / / Advertisements / Calendar Listings / Etc… Saved $30,000 Exceeded attendance target! Exceeded attendance target!

Just my opinion, but you are wasting money on a 32 page brochure The Counterintuitive… …Don’t confuse me?

The Counterintuitive DullFancy39, %39, %

I don’t want to share… The Counterintuitive?

The Counterintuitive Background Joint Commission on Hospital Accreditation (JCAHO) requires use of NFPA’s “Life Safety Code” –NFPA decides to test a 3-day “Health Care Life Safety Code” seminar, then… –JCAHO approaches NFPA to jointly hold 3- day “Health Care Life Safety Code” seminar

The Counterintuitive NFPA’s Seminar Results Boston13 Attendees Boston13 Attendees Baltimore16 Attendees Baltimore16 Attendees Orlando22 Attendees Orlando22 Attendees

The Counterintuitive

Shared Seminar Results Boston13 Attendees Boston13 Attendees Baltimore16 Attendees Baltimore16 Attendees Orlando22 Attendees Orlando22 Attendees Boston68 Attendees Boston68 Attendees Chicago76 Attendees Chicago76 Attendees Orlando79 Attendees Orlando79 Attendees

I don’t want to share… The Counterintuitive… …The sum is greater than the parts

An Amazing Selection of Unbelievably Priced Seminars! The Counterintuitive?

The Counterintuitive Earn valuable CEUs Interact with nationally recognized instructors Protect lives and property Stay up-to-date with evolving fire protection and safety standards

The Counterintuitive Brand Statements “There are 300 Fire Codes. And one reliable source to help you sort through them.” “There are 300 Fire Codes. And one reliable source to help you sort through them.” “Fire protection and safety standards are constantly evolving. NFPA gives you the most up-to-date information.” “Fire protection and safety standards are constantly evolving. NFPA gives you the most up-to-date information.” “Fire protection and Safety requires extensive knowledge in hundreds of areas. NFPA brings you experts in all of them.” “Fire protection and Safety requires extensive knowledge in hundreds of areas. NFPA brings you experts in all of them.”

An Amazing Selection of Unbelievably Priced Seminars! The Counterintuitive! …not our spin, but their perceptions

The Counterintuitive More Counterintuitive? List DescriptionMailedResponseAttendees % buyers of 70E 4, %7140% healthcare section %53% buyer of NEC $ %95% electrical section %42% buyers of LSC 101 5, %3118% industrial section %11% Total Lists 12, %12168%