1. Delivering Strategic Value through Meetings and Events

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3. Presented By Subject Matter Experts Mary BooneJack PhillipsSusan Radojevic Moderated by Vicki Hawarden, VP of Knowledge for MPI

4. Why is MPI Sponsoring this Initiative?

5. The Four Elements Crisis created the need for more clarity Opportunity for a Tipping Point Collaboration essential to success

6. The Four Elements Source of Strategic Value Portfolio Management Meeting Design Measurement Advanced Logistics

7. The First Element Portfolio Management

8. Strategic Event Alignment©

9. Definition Strategic event alignment© is an approach and process that aligns enterprise wide event marketing initiatives with business goals for the purpose of increasing business effectiveness, competitiveness and profitability. Source: The Peregrine Agency Ltd.

10. Strategic Event Alignment© Goals Event Effectiveness o How events fit in with an organization’s business goals Event Efficiency o Cost reduction and best practices

11. Essential Inter-Dependent Components Effective Leadership Strategy Financial Investment Technology Executive Champion Communication

12. Six Key Components Communication Change Management Policies Processes Technology evaluation Sustainability

14. Strategic Event Alignment© Meetings and Events are an INVESTMENT

15. Strategic Event Alignment© and The Professional Planner It elevates our position within the corporate world by enriching our ability to promote a better understanding of the power of events.

16. The Second Element Meeting Design

17. Definition The purposeful shaping of the form and content of a meeting to deliver on crucial business objectives. Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during and after the meeting. Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.

18. Meeting Design Definition The purposeful shaping of the form and content of a meeting to deliver on crucial business objectives. Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting. Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.

19. Meeting Design Definition The purposeful shaping of the form and content of a meeting to deliver on crucial business objectives. Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting. Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.

20. Meeting Design Definition The purposeful shaping of the form and content of a meeting to deliver on crucial business objectives. Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting. Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.

21. Meeting Design Definition The purposeful shaping of the form and content of a meeting to deliver on crucial business objectives. Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting. Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.

22. Meeting Design Definition The purposeful shaping of the form and content of a meeting to deliver on crucial business objectives. Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting. Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.

23. Meeting Design Definition The purposeful shaping of the form and content of a meeting to deliver on crucial business objectives. Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting. Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.

24. Meeting Design Definition The purposeful shaping of the form and content of a meeting to deliver on crucial business objectives. Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting. Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.

25. Meeting Design Definition Broadcast Interactive

26. Meeting Design Definition The purposeful shaping of the form and content of a meeting to deliver on crucial business objectives. Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting. Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.

27. Meeting Design What’s Different? Meeting Design Meeting Planning Meeting Creative Instructional Design

28. Meeting Design Who Does it? Progressive Planners Ad hoc providers

29. Meeting Design The Financial Services Example

30. The Third Element Measurement

31. Measuring Meetings and Events LevelMeasurement Category Current Status* Goal in 5 Years*Comments O Inputs/Indicators Measures inputs into meetings and events including number of meetings, attendees, audience, costs, and efficiencies 100% Performed now 1 Reaction and Perceived Value Measure reaction to, and satisfaction with, the experience, ambiance, contents, and value of meeting 100% Need more focus on content and perceived value *Percent of meetings and events evaluated at this level

32. Measuring Meetings and Events LevelMeasurement Category Current Status* Goal in 5 Years*Comments 2 Learning Measures what participants learned in the meeting – information, knowledge, skills, and contacts (takeaways from the meeting) 10-20%80-90% Must use simple learning measures 3 Application and Implementation Measures progress after the meeting – the use of information, knowledge, skills, and contacts 5%15-25% Need more follow-up *Percent of meetings and events evaluated at this level

33. Measuring Meetings and Events LevelMeasurement Category Current Status* Goal in 5 Years*Comments 4 Impact and Consequences Measures changes in business impact variables such as output, quality, time, and cost-linked to the meeting < 2%10% This is the connection to business impact 5 ROI Compares the monetary benefits of the business impact measures to the costs of the meeting < 1%5% The ultimate evaluation *Percent of meetings and events evaluated at this level

34. Potential Intangible Benefits Internal Greater Satisfaction/ Engagement Improved Teamwork Fewer Conflicts/ Complaints Enhanced Communication Reduced StressExternal Stronger Brand Enhanced Image Improved Customer Service Improved Customer Satisfaction

35. The Benefits of ROI Results Shows contribution of meetings Enhances processes Increases satisfaction of stakeholdersRespect Gains attention of senior managers Increases executive confidence Earns “a seat at the table”Resources Improves support for meeting planning Identifies successful meetings that could be expanded ROI Analysis elevates the conversation, increases support and validates results

36. Key Takeaways on ROI Analysis Captures up to six types of data and provides a balanced profile of success Uncovers process improvements and justifies funding Best leveraged for expensive, high-profile, important meetings Fits into most budgets Credible with executives Don’t wait for the ROI request – be proactive!

37. The Fourth Element Advanced Logistics

38. What’s Next?

39. Henry Ford Said: “Coming together is a beginning…keeping together is progress…working together is success…”

40. Thank you to our sponsors!

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