Conferences Designed to Flex and Thrive Through Changing

Economic Times

Penn State Partners - Conferences & Institutes

Issues in the Market:

• 2009 Exhibition and Conf. Industry Outlook: – 63% predict revenue growth reduction– Industry lags the economy

• 2009 CES attendance: -22%• Hotel/business meetings: – Business meetings: 7% cancelled– Attendance: -5%

NYT, need date

Issues in the Market:

• Peer Institutions:– Reduced travel commitment– Stagnant number of conferences; reduced attend.– Technology growth/expectations– Cost increases (Energy, travel, food, etc.)– Generational differences in learning

Challenges to C&I:

• C&I Business status – to be completed:– Enrollments:– Revenue:– Number of conferences offered and participants

Characteristics of the ‘Ideal Solution’:

• Allows C&I response to changing market• Participant centered• Positions C&I as leader in industry• Creates competitive advantage for C&I• Alters existing value proposition• Aligned with Outreach strategic initiatives• Generate revenue

Proposed Model

Pre-Conference Networking

•Pre-build comm.•Define content•ID technology•Vet local contentDistributed

Conference•Push-pull content•Regional reports•Set ‘future charge’

Pre-ConferenceMarketing

‘Communities of Learning’

•Regional reports•Networking•Shared pres.•Research props.•Exhibitor Info•Next conf. ideas

Market for ‘Add-On’ produts (Team 2?)

Proposed Solution: ‘Distributed’ Conferencing

• Regional conferencing partnerships• Host location shares content with regional partners• Test new technologies while hosting:

– Participant driven content: World Café, Bar Camps, etc.– ‘Communities of Learning’ as market development– Interactive between partners– Post-conference revenue

How it will work:When hosting : When partnering:

Distribute overview of conference Receive overview of conference

Transmit keynotes to partners Receive keynote from host

Opt in to regional SMEs Opt in to regional SMEs

Facilitate region report-out for interactive sessions

Facilitate region report-out for interactive sessions

Facilitate local conference activities Facilitate local conference activities

Maintain website for participant post-conference communication

Revenue Sources for PSU C&I:Host: Partner:

Local conference revenue Local conference revenue

Revenue from participating partners Membership from website participation

National sales of follow-up materials

Sponsorships (future)

Proposed Model

Pre-Conference Networking

•Pre-build comm.•Define content•ID technology•Vet local contentDistributed

Conference•Push-pull content•Regional reports•Set ‘future charge’

Pre-ConferenceMarketing

‘Communities of Learning’

•Regional reports•Networking•Shared pres.•Research props.•Exhibitor Info•Next conf. ideas

Market for ‘Add-On’ products (Team 2?)

Overview of the Proposed Solution:

• Revised model for conferences– Distributed architecture (Hub-spoke)– Establish University partners (Push-pull)

• Participant driven– Pre- & post-conference– ‘Communities of Learning’– Market for post-conference products

• Leverage Technology:– Social networking– New conferencing techniques

• Benchmark results

Benefits1. First in market – Competitive advantage2. Focus on participant experience3. Pilot new technologies and techniques4. Reposition C&I - new suite of services5. Allows for smaller conferences while increasing revenue6. New market for maxed-out conferences7. Allows for balancing of F2F and tech

Pilot Project: Energy Efficiency

• Appropriateness:– ‘Green’ audience open to change– Possible grant to support– Positions Outreach as a leader in energy

Pilot - How long; how much

• Human resource commitment:– Technology support– C&I project management

• Technology:– Room equipped to act as host or partner– Option: Partner with PSPB

• Training for speakers/ID&D:– Partner with World Campus

Keys to Outreach Success

• Organizational commitment– Financial and human resources– Help with change management

• Getting the ‘right partners’– Aligned in tech, commitment, visibility– Expertise must benefit PS C&I– Passion for the project

• Willingness to accept risk – May involve failed initiatives– Persistence is crucial

• Reinvestigate possible institutional barriers– AD03 or workaround– Ability to issue CEUs to distance participants? – Offer our participants CEUs from partners?

Primary Benefits

• New leadership role within industry• New channel for Outreach strategies• New business model that can move with the market– Proactive rather than reactive

• New value proposition

Marketing(Announce Conference)

Participant & Partners Planning

Face-to-faceGathering

Community ofLearning

• partner w/ facilitators and planners

• content defined by participants

• social networking

• I.D. appropriate technology solutions

• vet local presenters

Participant & Partners Planning

Host

• table sessions – post materials• World Café activities• regional report-outs• participants moderating online communities• set the charge for the continuing interaction

Partner

Partner

Face-to-faceGathering

Community ofLearning

Host

Partner

Partner

Inputs

Community ofLearning

• social networking• posted materials from break-outs• continued conversations• presentation sharing• new conference research/proposals?• exhibitor information

Community ofLearning

Input to Team 2-type Project$ Revenue Generation $• new research• other conv (?)• presentations• courses