2010 SHPE National Conference Planning Process

By

Leonard Abeyta2010 Conference Chair

SHPE is the source for quality Hispanic Engineers and Technical Talent

BackgroundCurrently the product development/marketing lead for the AT&T mobile devices portfolio focusing on BlackBerry Over 15 years of experience working with companies that range from AT&T, Verizon and Microsoft to early stage companies such as InfoSpace, Singlepoint, Briabe Media and the Abeyta Group Consulting ServicesSpecialize in wireless technologies working with mobile operators, devices manufacturers, brands and agencies to deliver both compelling and interactive, devices, mobile and web based applications and content to consumers and enterprises.

Major LeaderSHPE Roles2010 National Conference Chair2005, 2006, 2008 National Conference – Registration Committee Chair2007 National Conference – SHPE Ultimate Challenge Chair2003, 2004 National Conference – Logistics and Volunteer Committee Chair2004-2005 National Conference Strategic Plan Development Consultant1990-1993 National Board of Director – Region 3 Vice President 1993 Colorado SHPE Professional Chapter National Conference Planning CommitteeSHPE member 1982 – Present – Lifetime Member

Over 10 years of SHPE Conference planning

Over 10 years of SHPE Conference planning

Who is SHPE?Founded in 1974 in Los Angeles, CAWashington DC & Arlington, TX Offices10,000 members strong313 chapters nationwide. 241 student, 40 professional and 32 SHPE Jr.

Vision: SHPE is the leading social-technical organization whose primary function is to enhance and achieve the potential of Hispanics in engineering, math and science.

SHPE National Conference

Largest Hispanic Technical Conference in the NationCareer Expo: Attended by more than 300 of the nation's top employersStudent and Professional Workshops: leadership, academic, career, Certification courses and concentrated tracks for professional developmentDeans' & Advisors' TrackGraduate Track: Specialized preparation and support for Graduate schoolPre-College Symposia: Designed to inspire Hispanic youth in grades 6 through 12

Fundamentals of Planning Process

6

AccountabilityClear Vision and GoalsOrganization FlexibilityTrust your team!

Accountability

National Board of Directors (NBOD)NBOD Champions – RSVP, VP, TreasurerIndustrial Partnership Council MembersOther SponsorsStudent and Professional MembersTo each Other!

SHPE Conference Planning GoalsStrive for Operational Excellence

Accurately define roles and responsibilities between SHPE office staff and consultant and my volunteer teamEvaluate and Innovate current programs and Conference CurriculumEvaluate conference operational models - Logistics, Housing and Registration.Identify new models for revenue generation

Improve Overall Conference Planning Process Develop Detailed Program DocumentationDevelop ProcessesCreate overall conference Project PlanConsolidate Conference Planning information

Deliver a turnkey model for future conferencesDeliver a turnkey model for future conferences

SHPE Conference Planning Goals

Recruit the best people Experienced Volunteer Staff Clear Roles and ResponsibilitiesAccountability - Committee Member MOU

OrganizationUtilize similar Committee Structure to 2009 planImprove communications at all levels of the planning organizationActively monitor budget and work with sales to establish sponsorship deadlines.

Deliver a well attended profitable conferenceDeliver a well attended profitable conference

Organization

Committee Member SelectionCommittee Organization StructureConference VisionCommittee Logistics – Communication Plan, Meeting CalendarBudgetEvaluate Outsourcing options

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ConferenceChair Oversight

Manager of Competitions &

EventsManager of

IT & Marketing

Sales

Logistics

SHPE Conference 2009 Organizational Chart

Manager of Conference Services

Professional Program

Meals & Podium

Luncheon

AO Show

MagazineArticles

Conference Program

Graphic Design

Marketing

eConference

Transportation

Registration

NBOD

Gala Banquet

Manager of Training & Education

Workshops & Info Sessions

CorporateTours

Advisors Program

GraduateProgram

Public Relations

Prof/Other

Student

Corporate

Career Fair

Competitions

Tech Paper/Poster

AO Testing

Volunteers

Chair

Special Events/Entertainment

Design Comp.

Pre-College Program

Website

IPCConf. Advisors

Signage

Awards Other AHETEMSPrograms

Quality Assurance

Security

Organizational ChallengesSHPE’s organization and conference planning process was in full transitionNational Board of Directors >>>Policy and Strategy Board.SHPE National >>> New CEO to replace Executive Director model and 80% turnover in staffChair Responsibility

Previously Conference Chair oversaw ALL aspects of the conference planning including: budget, logistics, and management of SHPE staff, selection of volunteers, marketing, sales and sponsor communication.

2010 Chair ResponsibilityManage over 50 volunteers, develop content, select speakers, manage meals and events, marketing (website & social marketing) strategy and security. Partner with Consultants for logistics and registration.

Committee Planning Challenges

Nine month planning cycleLimited BudgetProfit CommitmentCommittee Meetings limited to teleconference and one onsite meeting.Corporate Sponsorship

Companies were delaying decision to support major sponsorships thus impacted budget, logistics, and event planning.

Cincinnati Market – low % of Hispanics

Fundamental Challenge Organizational Model

Outsourced Logistics & RegistrationOrganization Model needed to adapt to new structure

CommitteePoor Communication and flow of information between managers and subcommitteesNon-performance

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SHPENat. Office

Manager AHETEMS

Manager IT/MarketingMike Beck

Sales

LogisticsAl Rutherford & Associates Prof Program

Corp Luncheon

AO Game Show

MagazineArticles

i

Conf Program Book

Web Development

Marketing

eConference & Mobileo

Security

NBOD

Gala Banquet Workshops & Info Sessions

CorporateTours

s

Advisors Program

Graduate Institute

PR Consultant

Prof/Other

Student

CorporateCareer Fair

Tech Paper/Poster

AO Testing

Volunteers

Entertainment,Speakers

Design Comp

Pre-College Program

NBODChampions

Signage

Star Awards

Deans Summit

Housing

S

Latina Luncheon

Staff RegistrationLead

Conference Documentation

Teacher Program

Discipline Luncheons

BudgetArmando

Post Gala Evente

Extreme Engineering

IT/Marketing

RegistrationConsultant

Transportation

Conference Chair & CEO Vice Conference Chair

Fundamental Challenge Change the Organization Model

Changed organization structure away from a Manager/Sub-Committee to a direct modelReassigned volunteers that had been impacted by outsourcingReplaced non-performersAccelerated Integration of Committee/Consultants/Office Staff

Weekly Operations meeting - Logistics Consultant, SHPE National Office and Committee. Incorporated a Operation Calendar to track work flowsImproved documentation

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Program ChallengeLow Registration numbers

Problem: Registration was trending well below average compared to previous years

105 total registrants on 9/13/2010Registration Deadline: Oct 1, 2010Conference Dates: Oct 27-30, 2010Registration went live on July 1, 2011 after many students had left for summer vacationMany schools had a late start school year that ran too close to our deadline.Moved away from Pay By Check to Credit Card method for student chapters.Slow corporate bookings

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Program Challenge SolutionImprove Registration

Action: Held Weekly special meetings to closely monitor registration numbers and refine our action plans Kept 10/1 registration deadline until 9/30Heavy marketing across all channels

• Website, Social Media, SHPE leadership outreachAction: Created University and Regional PromotionsUniversity challenge – the university with the most registrants will be recognized at the conference.Regional challenge – the region with the “most improved” registration numbers from last year will be recognized at the conference.

Action: Enable the pay-by-check option for chaptersAction: Decision to Cap # Room Packages

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Program Challenge SolutionImprove Registration

Result: Registration ramped up significantlyOctober 1: 2115 = 1944 students and 171 professionals Action: Extended Registration date from 10/1 to 10/6 and

communicated end of all-inclusive packages for Housing/Registration

October 7th Hotel cut off dateSignificant Logistics and Housing Impact

Result: Registration continued to increase significantlyOctober 4: 2172 = 1992 students; 180 professionalsOctober 11: 3,500 = 2,301 SHPE; 600 AHETEMS; 599

CorporateOctober 18: 4,110 = 2,344 SHPE; 600 AHETEMS; 1166

Corporate19

Conference Summary4368 Attendees

360 Pre-College Symposia– Middle school & High school

230 exhibitors156 workshops – Undergraduate, Graduate, professional5 Advisors Workshops5 Deans WorkshopsStudent Competitions – Extreme Engineering; Academic Olympiad, Technical Papers

20Delivered a well attended profitable

conference!!Delivered a well attended profitable

conference!!

Contact

Leonard AbeytaPhone: 425-444-1986 mobileEmail: leonard.abeyta@shpe.org