Associations UK Congress
Event Strategy and Revenue Development
Conference & Events Stream on Monday & Tuesday
- 10.55 AM
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Chair's Introduction
EVENT STRATEGY AND REVENUE DEVELOPMENT, Hall 8
The chairman will welcome delegates, introduce the conference theme and explain the day’s format.Speakers
Director Conferences and Events
Royal College of PhysiciansDavid fell in love with customer service early in his career, realising very quickly it was the staff who made the difference. Everything he has done since then has been to generate high performance teams that strive to and enjoy delivering excellence, while challenging each other in a safe supportive environment, this delivers award winning events and initiates developments for clients,
With 25 years of diverse industry experience, he uses the breadth and depth of knowledge he has, to enable excellence in the People, Product and Processes that generate progress in any organisation including project planning, financial analysis and risk management and experience of planning and managing substantial budgets during a whole budget and events cycles, David ensures that the roadblocks stopping the experts across the organisation and events achieving excellence and exceeding the challenges set by our customers are removed. David then moves on to the next corporate or event and challenges himself and his team to do better.
Sessions
Chair's Introduction Monday @ 10:55 AM
- 11.00 AM
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Events with Purpose: designing meaningful association events that deliver both profit and purpose
EVENT STRATEGY AND REVENUE DEVELOPMENT, Hall 8
In this session we will explore the nature of association events, how to design purposeful events in busy and competitive markets and introduce a framework that simplifies this process. The session includes lots of practical case studies of how to apply these principles.
- How can you define your purpose as an association and for your event?
- What are the principles of narrative, and how can you apply this to your event?
- What journey are you taking your participants on?
- Introducing the Event Narrative Framework – seven questions designed to create a coherent narrative and communicate your event’s purpose
- Strategies to understand your varied stakeholders, their differing needs, and how to meet them
- Designing purpose into your events
Speakers
Managing Director
The Business NarrativeSasha has over twenty-five years' experience of creating conferences and summits, starting her career in the commercial conference industry. She is skilled at curating and shaping events – product development, market mapping, sponsor research, speakers and marketing. Sasha is Fellow of The Chartered Institute of Marketing, The Royal Society of Arts, a visiting lecturer in event management at The University of Westminster, London and judges industry awards.
Sessions
Events with Purpose: designing meaningful association events that deliver both profit and purpose Monday @ 11:00 AM
Harnessing the Event Narrative Framework as a tool to design your association event Monday @ 12:00 PM
LinkedIn: sashafrieze/?originalSubdomain=uk
- 12.00 PM
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Emotional triggers and positive memories – enhancing delegate engagement and experience through event technology and design.
EVENT STRATEGY AND REVENUE DEVELOPMENT, Hall 8
In this session we explore how engagement theory operates pre-event, at the event and then post event. How technology is used to enhance the engagement of attendees and its impact on behaviour change is also considered. The aim is for associations to create positive memories in terms of providing educational content to improve professionalism and standards within their organisations.
Speakers
Founder & Principal Lecturer
Event Tech LabDr. James Morgan has been marketing and producing events since 1989. He was named as one of Eventbrite’s Top 100 Event Professionals in 2016. He was also voted as one of the Top 20 Industry Changemakers for 2017 by US publication Meetings Net magazine. He is a Principal Lecturer in Event Design and Technology and the Digital Innovator at the College of Design, Creative and Digital Industries, University of Westminster, London. He is also the Founder of Event Tech Lab, a global partnership community for event technology start-ups, developers, event professionals and investors.
Sessions
Emotional triggers and positive memories – enhancing delegate engagement and experience through event technology and design. Monday @ 12:00 PM
- 2.00 PM
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Modernising the PMI's event portfolio to attract and engage new young members
EVENT STRATEGY AND REVENUE DEVELOPMENT, Hall 8
Following the successful rebranding of its magazine, the PMI took the decision to rebrand its annual conference. This was driven by increasing competition from other association and commercial events in a relatively small space. A very important factor was reaching out to many more younger members, in a what ha been a fairly traditional and conservative sector. It was recognised that the conference needed to change radically to cater for all needs. The re-branded event successfully introduced technology, multi-streamed tracks and other innovations leading to making a surplus for the first time. What were the key elements in the delivery and design of this award-winning event?
- Analysing the competition and identifying the target audience
- Undertaking a major rebranding - how did this help the process
- Re-designing the conference programme and integrating new features and formats
- Using technology to deliver a more modern experience
- Measuring the outcomes in terms of delegate satisfaction with content and structure as well as the impact on revenue
- Extending the rebrand to other events in the portfolio
Speakers
Marketing, Events and Business Development Manager
Pensions Management InstituteTannaz was appointed as a Marketing Manager at the Pensions Management Institute two years ago where she began her career in pensions. Her professional background is mainly c-suit events within the financial services industry focused on pensions and investments. She is originally from Iran but left at the age of 13 to study music in Yerevan, Armenia. When she was 17, she moved to the UK where she completed her degree in Music Technology and her Masters in Business.
Sessions
Modernising the PMI's event portfolio to attract and engage new young members Monday @ 2:00 PM
- 3.00 PM
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Taking a commercial approach to increasing event revenue in a not-for-profit environment
EVENT STRATEGY AND REVENUE DEVELOPMENT, Hall 8
Many associations rely on their events to generate significant revenue to support the association's wider activities. But what happens if delegate numbers decline or sponsor support dwindles away? There is an opportunity to expand the range of revenue streams related to events by taking a more creative and innovative approach. This could involve extending the legacy and learning from the event, also boosting member/delegate engagement. Gains can also be made by reviewing costs and making cost savings without compromising the event quality. By taking a commercial focus, event heads and managers can add value to the event and delegate experience, as well as enhancing the bottom line.
- Thinking beyond current revenue streams - what creative and innovative solutions can be adopted to grow event revenue
- Undertaking a cost review - where costs can be reduced or even stripped out in certain cases
- Examples and case studies of cost generating/cost saving activities
Speakers
Event Portfolio Development Manager
The Institution of Engineering and TechnologyRiad has over 20 years’ experience in developing content and producing conferences in the commercial and non-commercial sectors, both in the UK and in the Middle East. He has developed new conferences from scratch as well as managed and grown portfolios whilst increasing ROI. He is currently event portfolio development manager at the Institution of Engineering and Technology managing a range of events from technical call for papers conferences, to invite only events, to training courses, annual dinners and evening lectures.
Sessions
Taking a commercial approach to increasing event revenue in a not-for-profit environment Monday @ 3:00 PM
- 10.10 AM
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The Content Connection – How associations are using their content for maximum engagement and value
EVENT STRATEGY AND REVENUE DEVELOPMENT, Hall 8
Membership organisations often invest a significant part of their budgets into creating and delivering content. But are they making the most of that investment? This is among the themes explored in a new report by CPL and Ashridge Communications, two agencies that share decades of expertise in creating content and carrying out market research on behalf of organisations in the membership and association sector.
Called The Content Connection, the report highlights the results and key insights from a summer 2019 survey of 36 communications and content experts from our sector. Using information gleaned from both in-depth interviews and questionnaire responses, the research paints a picture of the challenges that membership organisations face with their content. The report considers fundamental questions such as whether it’s best to focus your investment in content on retaining members or using it as part of your acquisition strategy. And it considers other conundrums such as:- Should content be free and available for all, including non-members?
- Do print publications still add value to your proposition?
- How to develop a coherent and consistent voice throughout all your communications
- How to target your content at different audiences
In this session senior representatives from CPL and Ashridge will join with a communications expert from a leading membership organisation to share some of the report’s key findings – and consider their implications for communications professionals in the membership sector.
Speakers
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Director
Ashridge CommunicationsEmma is a director and owner of Ashridge Communications, a research consultancy with a reputation for delivering trusted insight to help associations of all sizes engage and grow their membership. Drawing on her background in corporate affairs and communications, and 10 years’ senior-level experience within the sector, Emma has first-hand appreciation of the challenges associations face, particularly in strategic development and effective delivery of member services and communications. Emma is also a scientist with a PhD in molecular microbiology and a passion for communicating science through writing. She is a Member of the Royal Society of Biology and a Certified Member of the Market Research Society.
Sessions
The Content Connection – How associations are using their content for maximum engagement and value Tuesday @ 10:10 AM
Head of Member Engagement
Chartered Institution of Wastes ManagementPaul Sloggett is Head of Member Engagement at CIWM, the professional membership body for those working in resources and waste management. The responsibilities of Paul’s team include member recruitment and retention and generating funding through sales of CIWM’s wide range of products and services.
CIWM is a relatively small charity with 5,500 individual members but has big ambitions to grow. As part of the senior management team Paul is involved in leading a significant shift in strategy aligned to the world’s heightened ambitions to make sustainable use of the planet’s resources and reduce waste and pollution to zero. The work and passion of these members plays a vitally important role in achieving this, and it is CIWM’s role to help them.
With a mission to ‘empower professionalism in resource and waste management’, the plan includes repositioning the organisation and brand to appeal to a wider market, improve engagement at a regional level, increase member value, an overhaul of the member grade structure and introducing a contemporary professional development pathway.
Paul’s background includes roles as Managing Director, Publisher and Marketing Director for over 100 different specialist consumer and B2B multi-media brands. He has also been a management and marketing consultant working in fields such as membership, big data, events, coaching and manufacturing. He has an MA in New Media Publishing from DeMontfort University.
Sessions
The Content Connection – How associations are using their content for maximum engagement and value Tuesday @ 10:10 AM
Managing Director
Cambridge Publishers LtdMike leads the team at CPL, a Cambridge-based agency with a 50-strong team who create and deliver strategic content marketing that inspires people and brings them together around clients' brands and organisations. The company's mission, in short, is to help people belong.
CPL has a reputation for excellence among membership and professional bodies, commercial organisations, brands, government and charities. Clients in the membership and association sector include the Market Research Society, Chartered Institution of Wastes Management, Chartered Institution of Building Services Engineers, British Airline Pilots' Association and British Parking Association.
Before becoming managing director at CPL, Mike was CPL's editorial director and he has created and edited a number of magazines on behalf of clients, as well as advising on their broader strategic communications priorities. Prior to joining CPL, he trained as a journalist on regional newspapers, and worked for leading corporation communications agency Paragon Golin Harris.
Sessions
The Content Connection – How associations are using their content for maximum engagement and value Tuesday @ 10:10 AM
- 11.50 AM
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Making influencer marketing part of your event marketing strategy and activities
EVENT STRATEGY AND REVENUE DEVELOPMENT, Hall 8
- How influencer marketing can help to build delegate awareness and uptake of your event
- What is influencer marketing and where does it sit with other channels
- How to find your influencers and involve them in your event
- How does influencer marketing work - what makes it different from social media posts?
- Boosting your marketing broadcasting with influencer activities
- Why should your association be adopting this approach
Speakers
Global Head of Influencer Marketing
Branded Content Marketing AssociationNo bio provided
Sessions
Influencer marketing is the fastest growing advertising medium Tuesday @ 8:05 AM
Generating revenue & creating member advocacy Tuesday @ 10:15 AM
POP-UP MENTORING Tuesday @ 10:15 AM
Making influencer marketing part of your event marketing strategy and activities Tuesday @ 11:50 AM