From Telescope to Microscope: Looking through InSight Lenses to Improve your Annual Meeting’s Bottom Line

Pick a Scenario: Which trend best describes Paid Attendance?

0200400600800

10001200140016001800

2008 2009 2010 2011 2012

HappyChallengedSatisfied

From Telescope

I. Situation Analysis II. Using Data to Develop Goals and Strategy III. Brainstorming Exercise IV. Using Data to Develop Tactics V. Final Recommendations & Outcome

To Microscope

Situation Analysis

0100200300400500600700800900

1000

2008Nashville

2009Las Vegas

2010Baltimore

2011Kansas

City

Paid AttendanceCost per AttendeeReg RevenueComp Reg

Source: AANN Conference Data 2008-2011.

“They always say time changes things, but you actually have to change them yourself.” Andy Warhol, The Philosophy of Andy Warhol US artist (1928 - 1987)

Set Goals for 2012 (based on 2011) ● Increase attendance 10% ● Generate $50,000 Net Revenue ● Increase partnerships with Affiliated Organizations:

• Make decisions about your association’s annual meeting from this benchmarking tool

• Organize your data • Use as repository for annual meeting data • Compare and analyze your data against industry peers • View performance in quartiles

How do we develop a strategy? What can we do? What do we know? Strategy and Tactics were all DATA DRIVEN! • Annual Education Meeting Evaluations • Actual conference financial data • Actual conference attendance data • Internet data of competitors • Nursing Organizational Alliance • InSight © • LWW • Boxwood • Secondary Resources • AMC Meetings Department

-60000

-40000

-20000

0

20000

40000

60000

80000

100000

120000

2009 2010 2011

Publication

Journal

Career Center

Review Course

Annual Meeting

Net Revenue from Association Products

Where is AANN?

Here? Here?

Product Lifecycle

Creating a strategy

Why did you come to Kansas City?

#1 Educational Topics & Content #2 CE Hours

#3 Networking

Source: AANN Conference Evaluations, 2011

“Our research participants almost always point to content as the most critical issue when deciding whether to attend.”

Top Recommendations 2011 Attendees

More Advance Practice Sessions More Contact Hours

More Time for Poster Viewing

Source: AANN Conference Evaluations, 2011

“Give the LADY What she wants.” Marshall Field, Department Store Owner 1834 - 1906

Strategy to meet Goals • Cover State of the Art Topics • Meet the needs of Neuroscience Nurse at

ALL levels of experience (topic/CE) • Allow for Social/Networking Opportunities • Provide visibility for AANN

InSight Data Frames the CE Issues

Source: InSight©

InSight Data Frames the Fees Issues

0

20

40

60

80

100

2009 2010 2011Source: Annual Educational Meeting

Evaluations, InSight©

Lodging

Registration

Travel

Association Name 2011 Location

Time of

Year

# days

Cost Member

NANN - National Association of Neonatal Nurses

Orlando, FL

Sept. 14-17 4 $450

ARN - Association of Rehab Nurses Las Vegas Nov.

2-5 4 $450

AACN - American Association of Critical Nurses/NTI

Chicago, IL/Orlando, FL

April 30-May 5/ May 19 - 25

6 $420 $496

NACNS - National Association of Clinical Nurse Specialists

Baltimore, MD

March 10-12 3

$425, $450, $500

AONE - American Organization of Nurse Executives

San Diego, CA

April 13-16 3

$845, $925, $945

ACNP - American College of Nurse Practitioners

Waikoloa, HI

Dec. 4-8 4 $550,

$600

AANN Kansas City, MO

March 19 - 22,

3.5 $445

Source: Nursing Websites, InSight©

InSight Data Frames the Poster Issues

Source: InSight©

InSight Data Frames the Expense Issues

050

100150200250300350400450500

Coffee Box lunch Con Center

BaltimoreKansas CitySeattle

Sources: Convention Center Costs, InSight©

Given the data,

What would you do if your Board asked you?

Source: Somewhat Dr. Seuss

Tactics: Idea list with price tags Networking Events:

Wine Tastings Coffee/Chocolate Tastings Starbucks kiosk in exhibit hall

Celebrity keynote David Cook Michael J. Fox

Neuro-Simulation Pre-con - APNs MS Walk-a-thon for visibility Source: AANN Conference Planning Team, 2011

Under the Microscope

Add more CEs to cover multi-levels of expertise:

Pre-PreCon – Friday $6090 Pre-PreCon Sim – Friday $7470 PostCon – Tuesday $8595

Exhibit Hall Mini Sessions - $2,000 Run “good” sessions 2 times - $0 Run night sessions - $0

E = Expert I = Intermediate B = Beginner

Source: Seattle Convention Center, Hyatt Hotel, Seattle, WA

InSight Data Frames the Tactical Issues

Source: InSight© Association Forum of Chicagoland

Sim-Head Neuro-monitoring - APN

Est. Attend

Vari costs

Fixed + Var

Pre-Con Revenu Net

Food Fee 32 $1572 $5086 $250 $8000 $2913 28 1376 4889 250 7000 2110 25 1228 4742 250 6250 1507 20 983 4496 250 5000 503 17 835 4349 250 4250 -99

Fixed Costs: AV, Linen, Freight,

Electric, Security Variable costs:

Lunch & afternoon break

Source: Seattle Convention Center, Seattle WA

Additional Recommendations

o Change in Comp Registration Policy -- more restrictive o Select locations with lower food , beverage, and lodging costs (50% pay on

own for these). o Select locations with easy transportation access, not extreme coastal areas o Run Mini Sessions in the Exhibit Hall of 30 minutes each / .5 CE o Run Night Sessions / more CE o Repeat Good sessions/ more CE o Run activities at the AANN booth to encourage social gatherings (Ask the

expert, video signing, contests) o Use resources from the Sacramento Convention Bureau to promote social

activities o Identify and select topics appropriate for full range of expertise levels

Conference Economics with 2012

0100200300400500600700800900

1000

2008Nashville

2009Las Vegas

2010Baltimore

2011Kansas City

2012Seattle

Paid Attendance

Cost per Attendee

Reg Revenue

Comp Reg

Source: AANN

American Academy of Hospice and Palliative Medicine Continuous Improvement

2009 2010 2011

AttendanceRevenue

Source: InSight© Association Forum of Chicagoland

Demographic Analysis

Learning Objective

Physicians Advance Practice Nurses

Staff Nurses

Validate 102 100 93

Revise 103 95 93

Change treatment

102 115 87

Other 63 75 233

Source: AAHPM, Conference Evaluations

Strategic Planning for Every Product Journal of Neuroscience Nursing

Impact Factors CN

SJN

NBR

NAJ

NJo

CN JCN

MB DR JCC CR EB AC AR N

CCBM

C NS

JoN SE NY

Source: LWW, Nursing/Neurology Journals , 2011.

Beth Zemach Association Management Center bzemach@connect2amc.com