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Industry Advocacy:JMIC’s Case Study Program

ICCA, November 2016

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55th ICCA Congress

International Congress and Convention Association #ICCAWorld iccaworld.org

JMIC: A Global Industry Council

• AACVB• AIPC • ASAE• COCAL • DMAI • ECM

• EFAPCO • EVVC• IAPCO• ICCA • ICECAP• IFES

• MPI • PCMA • SITE • UFI• UIA

150+ Countries

Our Perspective:

The future of the Meetings Industry is being driven by a growing realization that meetings, conventions and exhibitions are major drivers

of economic, academic, professional and social development – and can be used to strategic advantage by a destination to achieve key

policy goals

Our Communications Strategy:

• Expand our value proposition to include our role in overall global development

• Reach out to a broader audience with this enhanced message

We’ve Come a Long Way:

As an Industry, we’ve:• Developed and articulated the key messages• Created tools to facilitate communications• Encouraged more consistent EI measures• Engaged with WTTC, UNWTO, OECD for more

research collaboration• Convened conferences on aligning economic

impact measures and strategies for advocacy

Where We Are Now:

We have a great story to tell and good industry support for telling it

But credibility demands solid and consistent data to back up the story

EI data has improved – but only tells a small part of the story!

The Process: Using Our Best “Stories” to Advantage:

The future of the Meetings Industry is being driven by a growing realization that meetings, conventions and exhibitions are major drivers

of economic, academic, professional and social development – and can be used to strategic advantage by a destination to achieve key

policy goals

Case Study Program -

Documentation

The Iceberg – Communication and Recognition

Event Outcomes:• Economic• Professional• Academic• Business • Community

Enter the Case Study Program: Using Our Best “Stories” to Advantage:

The Iceberg: A New Industry Partnership

• A platform for in-depth coverage of value stories

• Crowd-funded; a two year commitment• Materials available to all industry partners• Targeting both;– Industry media– Broader business, mainstream media

Where Do We Go From Here?

• Identify compelling case studies• Document these in

cooperation with the academic community• Promote them as evidence for

our value proposition

Our Panel:Dr. Deborah Edwards, Associate Professor and

Director, Postgraduate Research

Dr. Carmel Foley, Associate Professor

University of Technology Sydney Business School

Industry Advocacy:JMIC’s Case Study Program

ICCA, November 2016

55th ICCA Congress

International Congress and Convention Association #ICCAWorld iccaworld.org