Planning

1
Planning Executing a Profitable Professional
Development Conference

• Cindy Molina, M.S. ISD
• Conference Director
• ASTD San Diego
• Director of Training
• USE Credit Union
• 10120 Pacific Heights Blvd.
• San Diego, CA 92121
• cmolina_at_usecu.org
• 858.795.6441

Natasha Zander Hilmes, CPLP Creative Conference
Coordinator ASTD San Diego Senior Training
Specialist USE Credit Union 10120 Pacific Heights
Blvd. San Diego, CA 92121 nzander-hilmes_at_usecu.o
rg 858.795.6169
2
Welcome to Your Turn To Learn
3
Objectives

• Outline the key components needed to plan a
  professional development conference
• Learn to market your conference creatively while
  being cost effective
• Identify best practices, factors to consider,
  pitfalls to avoid, and the resources leveraged
  throughout the planning process

? Best Practice ? Pitfalls To Avoid ? Factors To
Consider
4
Your Turn To Learn
5
Key Components

• ? Theme
• ? Date
• ? Location
• ? Committee
• ? Volunteers
• ? Budget Pricing
• ? Registration

• ? Speakers
• ? Vendor Expo
• Bookstore
• Sponsors
• ? Marketing
• ? Facilities
• ? Supplies

6
Theme

• Your Turn To Learn
• A professional development conference
• designed for those who dedicate their careers
• to helping others learn, develop and perform.
• Aligned with ASTDs Areas of Expertise
• Look Feel and Consistency

? Make it broad enough to cover WLP field ?
Limit input on theme
7
Date

• Allow sufficient planning time
• Coordinate calendars
• Facility/Resource availability

? Avoid major holidays ? Collect member input
(day of week) ? Schedule conflicts
8
Location, Location, Location

• Selection Process
• Determine needs
• Contact local convention bureau
• Contact potential venues
• Select location negotiate terms
• Think outside the hotel
• Local schools universities
• Large companies
• Movie theatres

9
Our location-Handlery Hotel

• Existing ASTD relationship
• (site for monthly chapter programs)
• Small deposit balance due after event
• On-site resources
• Catering
• Audio/Visual
• Sufficient meeting room space
• Discounted hotel rooms

10
Location, continued

• ? Centrally located and familiar to members
• ? Negotiate terms, pay refundable deposit
  up-front and
• balance after end of event
• ? Get ALL terms in writing
• ? Discuss cancellation policy in advance
• ? Sufficient room space for all activities
• ? Access to on-site resources

11
2006 Conference Committee

• Conference Director
• Creative Coordinator
• Registration Coordinator
• Info Booth Coordinator
• Website Director
• Facilities Coordinator
• Speakers Coordinator

• Conference Coordinator
• Vendor Expo Coordinator
• Sponsorship Coordinator
• Room Monitors Coordinator
• Volunteer Coordinator
• Bookstore Coordinator

Position performed by Board Member/Coordinator
? Align conference committee with board roles ?
Spread the work to lighten the load ? Watch out
for volunteers who arent committed
12
Volunteers

• Roles Responsibilities
• Registration
• Information Booth
• Room Monitors
• Vendor Expo
• Bookstore
• Facilities
• Evaluations

13
Volunteers, continued

• Volunteer Registration Form
• Complimentary Conference Registration
• Attend Volunteer Orientation
• Bag Badge Stuffing Party
• Recognition

14
Budget

• Identify initial budget
• All conference expenses paid by receivables
• Cost comparison analysis
• Identify major expenses
• Build pricing plan to cover expenses
• Negotiate pricing with all vendors
• Look for opportunities to trade

? Ask for donations from vendors ? Offer early
bird rate to collect sooner in order to
pay for expenses when they occur ? Offered
refunds up to 7 days prior to event
(drop-dead date for hotel)
15
Pricing Options

• Rate Types
• Member
• Join/Renew ASTD SD
• Partner
• Student
• Corporate
• Non-Member
• Registration Types
• Early Bird
• Standard
• At-the-door

16
Member Rate

• Early Bird 199
• Standard - 279
• At the Door - 349

17
Join/Renew ASTD SD Rate

• Early Bird 279
• Standard - 359
• At the Door - 429

18
Partner Rate

• Early Bird 279
• Standard - 359
• At the Door - 429

19
Student Rate

• Standard - 95
• Join/Renew ASTD SD - 150

20
Corporate Rate

• Standard - 175
• Join/Renew ASTD SD - 250
• Per person rate based on three or more people

21
Non-Member Rate

• Early Bird 299
• Standard - 379
• At the Door - 449

22
Payment Options

• Check
• Credit Card
• Visa
• Mastercard
• Discover
• AMEX

• ? Compare pricing from a variety of similar
• workshops/conferences to determine
• competitive price
• ? Ensure your pricing options will generate
• sufficient income to cover
  conference-related
• expenses
• ? Include opportunity to join the chapter during
• registration process

23
Registration

• 3 easy ways to register
• ? Mail
• ? Fax
• ? Online
• Collect information
• Titles/Experience
• Affiliate organizations
• Conference Track preference
• Opt-Out Marketing Option

24
Disclosure

• Registration Information
• Cancellations
• Conditions
• Lodging Information

25
Speakers

• Posted RFP on website
• Deadline to submit proposals by July 1st
• Breakout sessions
• 2005 18
• 2006 21
• Conference Tracks
• 2005 6 Tracks
• Aligned with 2005 ASTD ICE
• 2006 10 Tracks
• Aligned with ASTD CPLP Areas of Expertise
• 1-hour sessions

26
Speakers
? Select a wide variety of speakers/topics/experi
ence levels ? Offer pre-conference workshop ?
Align Conference Tracks with ASTD CPLP Areas of
Expertise ? Advertise the speakers sessions
early ? Disclose speakers topics were confirmed
at time of publishing circumstances beyond
the control of the conference committee my
necessitate substitutions, alterations or
cancellations ? Disclose that the views expressed
by the conference speakers does not
necessarily represent ASTD
27
Speakers, continued
? Disclose speaker expectations up-front on RFP ?
Presentations should be education-based and not
product/company focused ? Schedule speakers
strategically ? Determine who will print
handouts ? Get electronic versions of
presentations
28
Vendor Expo

• 34 Exhibitors
• 2 rates
• Member 300
• Non-Member 450
• Includes 6-foot skirted display table
• Exposure opportunities
• Extended lunch hour
• Author-signing Bookstore
• Opportunity to purchase additional Conference
  Registrations for 100 pp
• ASTD San Diego Board Members receive
  complimentary table

29
Bookstore

• Purchase books from ASTD National
• Sell conference speakers books
• Offer author signing at Vendor Expo
• Offer to hold books at Info Booth until
  conference is over

? Dont buy too many books ? Have to pay
shipping costs
30
Vendor Expo, continued

• ? Include conference registration with Vendor
  Expo
• ? Promote exhibitors where ever possible
• ? Do not guarantee table placement
• ? Disclose Terms Conditions up-front
• ? Coordinate raffle prizes from vendors
• ? Allow unsecured storage facility for vendors
• ? Allow sufficient time to eat and visit vendors

31
Vendor Expo, continued

• ? Offer Opt-Out Marketing Option in order to
  share
• conference registration information with
  vendors
• ? Offer complimentary tables to chapter board
  members and affiliate organizations (i.e. local
  ISPI, SHRM, OD Net chapters, etc.)

32
Sponsors

• Offer customized sponsorships
• Cover conference expenses (i.e. tote bags,
  lanyards, etc.)
• Packaged amounts
• Platinum, Gold, Silver, Bronze
• Packages include a variety of benefits
• Provide exposure opportunities for sponsors

33
Marketing

• Conference Registration Brochures
• Newsletter
• Monthly Conference Countdown Article
• Monthly Conference Advertisements
• Weekly Cvent E-blasts
• Website
• Table Top Display Board
• Meeting Announcements
• Partner Events

34
Website www.astdsandiego.org

• Why Attend
• Schedule-at-a-Glance
• Registration
• Pricing
• Conference Sessions Speakers
• Vendor Expo
• Sponsorships
• Lodging
• Directions

35
Facilities

• General Session
• Breakout rooms
• Vendor Expo
• Signage
• Balloons
• Parking
• Map

36
Supplies Be Prepared!

• Registration/Info Booth Supplies
• Registration Materials Receipts
• Badge holders / Lanyards
• Ribbons
• Pens Pencils
• Laptop Printer
• Credit Card Machine
• Office supplies
• First Aid Kit

37
Creative Conference Marketing

• Table Top Display
• Marketing Flyers
• Flyers for ICE
• Newsletter Articles
• E-blast Communication
• Conference Website
• Registration Brochure
• Vendor Expo Registration Brochure
• Sponsorship Brochure
• Posters

38
Lessons Learned

• RFP-two page disclosure
• Aligned conference tracks with ASTDs CPLP AOEs
  plus Best Practices
• Corporate Rate-added
• Pre-Conference Workshop-added
• Welcome Reception-added
• Materials-color/logo of new ASTD look

39
Lessons Learned, continued

• Vendor Expo-longer hours
• Vendor Expo-included conference registration with
  opportunity to purchase additional conference
  registrations for 100 pp
• Disclosure for views expressed
• Sponsorship program

40
Resources

• Stack-a-Ribbons
• www.pcnametag.com
• 877.626.3824
• .36 each no minimum volume discounts
• Printed promotional materials
• Conference Tote Bags, Badge Holders Speakers
  Gifts
• Brian Firicano, AdConcepts
• 619.347.1052
• brian_at_adconceptsinc.com

41
Now Its Your Turn

• Thank you for attending our session
• Good Luck with your conference
• Share your success with us!
• Cindy Molina
• cmolina_at_usecu.org / 858.795.6441
• Natasha Zander Hilmes
• trainingtrends_at_cox.net / 858.795.6169