1. No Need to Press Your Programming Luck: A Guide to a Year of No Whammies Presenters: Jessica Kennedy and Dawn McWilliams

2. Agenda Introductions Programming: The Basics Product Venue Service Value Programming TV Guide Channel Monthly events Special events

3. Programming TV Guide Channel Monthly programming SIGs Awards Awards events Marketer of the Year/Corporate Marketer of the Year Conferences

4. Programming TV Guide Channel (continued) Collegiate programming Community Bootcamps Networking/Social Fundraisers Member only events New member orientations

5. Introductions Name Elected position Chapter Memorable programs moments Maybe AMA or otherwise. What made it memorable?

6. Plan a Winning game show It takes preparation and lot of studying to find out how to do it right. Share your experience with the person beside you about how you would go about studying to play well in a game show.

7. The Keys to Winning Events Elements of a good show! Product Venue Service Value Board in the Box Truth: Build relevant & powerful programming Board in the Box Truth: Build relevant & powerful programming

8. Programming Value Programming = Revenue Value = AMA Memberships Sponsorships = Revenue Programming = Increased membership and retention Board in a Box Truth: Treat the chapter like a business Board in a Box Truth: Treat the chapter like a business

9. Pre-Show Strategies Ask your audience for input Get a top volunteer team for logistics Outline a step-by-step planning process Coordinate efforts Deliver value Board in a Box Truths: Recruit carefully Strive to keep six active volunteers on your programming team

10. Pay for Nothing Takes planning, focus, dedication and continuous follow up and support Create event-specific plans and budgets Create enticing sponsorship packages Find people already traveling to your city

11. Great Programming-Product Flashy content Engaging speakers Exciting formats The right timing, price and mix Solid logistics and service Efficient communications Board in a Box Truth: Great programming leaders are stellar event managers and make every event a “show” Board in a Box Truth: Great programming leaders are stellar event managers and make every event a “show”

12. Flashy Content Membership driven information Diversify to satisfy a broad range of member interests Interactive Take-aways: Handouts or downloadable presentations Tips Something I can apply to my work this week

13. Flashy Content Generation Know your competitors: Leverage the relationship with rival organizations Joint events Shared calendars to avoid “double booking” Leverage your connection to local large companies who may be brining in speakers that you can also recruit

14. How to Find Engaging Speakers Marketingpower.com Past programming chairs Speaker search Mid-year retreats PCC representatives Network with other chapters–regularly Speakers coming in to other local companies Leaders List Serve Other chapter websites Convention and Visitor’s Bureau Your local universities– and their connections LS10 Ad agency clients

15. Engaging Speakers See demo/video of speaking style in advance Have pre-event conference call to give speaker detail about your audience, as well as getting an idea of their style Get references

16. Lecture series vs. Workshops vs. Panels Build in networking time to the show Big brands Pecha-Kucha Workshops Exciting Formats

17. Benefits of Differing Formats Mix it up to keep it interesting for the audience Pay attention to your member and event surveys Know your audience Board in a Box Truths: Make a strong connection with membership Conduct attendance surveys to gauge quality & effectiveness

18. The Right Timing, Price and Mix Breakfast, lunch or dinner-ask your audience what they want and when! No dark periods throughout the year Member vs. non-member pricing 40% minimum pricing differential Early bird pricing Punch card pricing Board in a Box Truth: Minimum differential for member vs. non- member programming fees is 40% Board in a Box Truth: Minimum differential for member vs. non- member programming fees is 40%

19. Logistics and Service Overview Consistency of the brand Use event checklists Plan for failure…have a back up plan Evergreens Peripheral Speakers Committee chairs Sponsors Timing Networking Eating Announcements Presentation Q&A Parking validation Parking logistics

20. Registration Signing-up: make it easy Onsite: Welcome Nametags Payment Receipts Signage

21. Timing of Communication Pre-promotion Segmented Event promotion Event registration Post-event information Takeaways for members? During-event communication? Board in the Box Truth: Six weeks is the lead time necessary to promote a regular chapter event. Allow 12-18 weeks for conferences and larger events.

22. Program Volunteers Possible roles: Speaker recruitment/speaker host Communications Hospitality Sponsorship Audio visual Greeters Table captain Don’t forget to assign the board! Board in a Box Truth: Have at least 6 programming volunteers Board in a Box Truth: Have at least 6 programming volunteers

23. Value of Program Experience Hot location Right mix of participants Food and beverage Audio visual extravaganza Networking opportunities

24. Right Attendee Mix Students members Non-members Sponsors Levels of the corporate ladder Board in a Box Truth: Actively pursue sponsorships! Board in a Box Truth: Actively pursue sponsorships!

25. Food and Beverage Say NO to rubber chicken! Full service vs. buffet Drink tickets for networking sessions Creative sponsors to enhance the experience To dessert or not to dessert?

26. Audio Visual Try to use today’s technology to promote and enhance your audio-visual, not yesterday’s technology Music The PowerPoint Photographer

27. Networking-Meeting the Audience A key component in the program An opportunity to build member retention Member only events to drive membership Use the Board as table captains Employ networking games

28. Measure of Success Satisfaction surveys Increased attendance at events Profits for the chapter Growth in membership

29. Challenges & Opportunities What barriers have you encountered? What are some unexpected wins? Where did your hard work get you last year?

30. Monthly Shows Engaging speaker: National vs. local vs. regional Title vs. company name Preparing your speakers to know your audience Remember, you need 2 out 3 for a winning time!

31. Special Interest Groups (SIGs) What are SIGS? Why do them?

32. Sample SIGs E-marketing Health services Market research Young professionals Energy Non-profit Technology Services marketing B2B Hispanic marketing Non-profit Midsize agencies Public Relations Word of mouth Mobile marketing Social/communities

33. Logistics for SIGs Proper staffing and planning Define your audience Host 2–3 events per year, per SIG Mix it up–formats, speakers, times of day Cover your costs Cross promote Track and measure each event

34. Awards Shows Celebrating excellence in the community by awarding winners in the field of marketing Keys to success: Dedicated committee – one year of planning Keep categories to a few to start Strong, well branded, heavily communicated message Reach out to non member companies Avoid conflicts with other local awards shows

35. Award Show Winning Teams Co-chairs Sponsorship Entries and judging Awards Displays Logistics Marketing & PR Production

36. Award Show Risks Expect at least $5K in expenses in the first year, including: Cost of trophies Marketing Venue Promotion Panel of judges (travel & entertainment or mailing entries)

37. Award Shows Rewards Rewards: $10K - $30K or more! Greater visibility Brand recognition Cross pollination Energy Excitement Positioning New members!

38. Why Special Shows? Special events play an important role to… Protect the chapter’s financial health Build membership by offering topics to a specific target audiences Diversify the programming mix Build your chapter’s brand image

39. Risks vs. Reward Risk of financial losses You must run each special event like a business In-kind sponsorships should cover your hard costs For cash sponsorships, target the presenter’s customers Special events may dilute your chapter’s monthly events Focus on hot topics, strong panels to build interest Coordinate scheduling so you don’t overlap other events. Partner with other professional orgs

40. Conferences Put together and host a conference to showcase marketing best practices in your community. Professional development series Collegiate conferences Integrated marketing summit Internet marketing workshop

41. Collegiate Events Incorporate collegiate members in monthly meetings- networking benefit Agency tour days Mentoring events Internship or shadowing days Collegiate retreats Board in a Box Truth: Make a strong connection with programming Board in a Box Truth: Make a strong connection with programming

42. Community Events Workshops for non-profits Raising awareness for non-profits Fundraising for non-profits Participating in community events Judging DECA Speaking to local high school business classes

43. Bootcamps AMA Bootcamps Available: Marketing Bootcamp Non-Profit Bootcamp Marketing Research Bootcamp Branding Bootcamp Marketing Planning Bootcamp Or partner with a local University for content

44. Networking & Social Events Networking is an important AMA benefit – Make it SPECIAL! Meetup.com – Chicago Java Talks – Columbus Superbowl Ad Networking – South Florida On Site Tours – Central Virginia & Nashville Extreme Speed Networking – Richmond

45. Fundraising Events Scholarships High school College Conference Bridge memberships Chapter projects Partners to support non-profit efforts

46. Member-only Events What is the value How do you do it without alienating the other people who generally come Regular programming add-ons Board in a Box Truth: Keep local membership relevant Board in a Box Truth: Keep local membership relevant

47. New Member Orientations Welcoming Engage people early on as volunteers Utilize past presidents Explain chapter practices Vary the times… Mornings Attached to other programs Lunch

48. Resources Find these Board in a Box resources and more at: www.marketingpower.com/cr www.marketingpower.com/cr Programming section for forms, templates, samples Leaders Listserv PCC Representative Your Past Programming Leaders LinkedIn Groups Board in a Box Truth: Great programming leaders are never satisfied! Board in a Box Truth: Great programming leaders are never satisfied!

49. Thank you!

50. Presenters: Jessica Kennedy, jkennedy@nrcpicker.com Dawn McWilliams, dawn.mcwilliams@simon. rochester.edu