How to use your member base to refresh your agenda and keep it relevant. Methods to research outside of your membership for sector-wide relevance. Giovanna Lucherini, Vice President Education and President-elect of Meeting Professionals International – Italia Chapter. www.associationscongress.com

1. HOST SPONSORS
#ACIE15 ORGANISED BY
Vice President Education and President-elect
Content is king:
How to develop fresh agendas in-house
GIOVANNA LUCHERINI
Meeting Professionals International
– Italia Chapter
© Associations Network 2015

2. Swiss Tech Convention Center, Thursday 7th May 2015
Content is king:
how to develop fresh agendas in-house
Giovanna Lucherini
V.P. Education and President-elect
#ACIE15

3. #ACIE15
Meeting Professionals International is the premier global
association community for meeting and event professionals: MPI was
founded in 1972 and has more than 18,500
members, representing 71 countries, from 70 clubs & chapters.
MPI issues international certifications according to international
quality standards provided by the CIC (Convention Industry Council)
in planning, organizing, managing measuring events and
conventions, providing contents and innovative
communication, marketing and education formats.
MPI Italia Chapter is the first chapter born in Europe in 1991 and
has more than 130 members (planners and suppliers). It is today
the only Italian association in the meeting & event industry
authorized by the Ministry of the Economic Development to certify
the professionals of the sector and to release to its members quality
certifications.
www.mpiweb.org
www.mpiweb.it

4. #ACIE15

5. President
President elect
Immediate Past President
V.P. Communication
V.P. Education
V.P. Finance
V.P. Fundraising & Parternships
V.P. Membership & Membercare
Secretary Manager
www.mpiweb.it
(requested by MPI Global – valid from
July to June) must include at least:
- 4 education sessions
- 1 annual convention
- 2 international seminars
- 8 national seminars
- 1 webinar
- 1 annual convention
#ACIE15

6. Connect with MPI:
events to network,
engage and connect
with MPI and fellow
MPI members and
guests
Inspire with MPI:
events that are
designed to motivate,
stimulate and inspire
Learn with MPI:
events focused on
learning, education
and growing your
career
Meet with MPI:
events targeted,
smaller in size with a
strong interactive
component
Experience with MPI:
unique events that are
distinctive and
innovative
Thanks to MPI Greater Calgary Chapter for the creation of the logos
#ACIE15

7. • Research of local sponsors (venue, other suppliers etc.)
• Involve new stakeholders (not only belonging to the Meeting &
Events industry) and the local press
• Propose local speakers to build a fresh and updated education
program (1/2 day sessions)
• Invite professionals for their case histories & best practices
• Improve CSR by alerting the Chapter board about potential
patronages & partnerships for the support of some local initiatives
(i.e. The Movie Charity Party in Venice, Hotel 6 stars for Corporate
Social Innovation in Rome)
A recruiting campaign “B-Active for your Chapter!” helped us
to get an effective local support (in different regions + main towns)
to:
#ACIE15

8. We have launched a special discount (from € 50 up to € 100 off for planners and
suppliers) for new members only attending our education sessions, the national
and international trade shows as part of MPI Italia hosted buyer groups or our 2-
days annual convention.
Feedback is a MUST-have!
We are working to improve our evaluation form to be
easier and interactive, for an immediate feeback on
speaker(s), venue, food and ROI.
#ACIE15

9. • Online and paper surveys (with some topics to be chosen)
• Polls on LinkedIN group + Facebook pages
• Phone calls to members to investigate on main topics to be included in the
education calendar (they often complains but not contribute!)
• Open to other professionals and industries for inspiration, new visions a
and ideas, exchanging programs and visibility
• Be part of the education program - with seminars and round tables - during
some national and international trade shows
• Start to work and promote the national professional certifications
#ACIE15

10. #ACIE15
Work with other professionals from different associations and industries
Be part of LinkedIN groups or other social discussions (be-active with Q&A!)
and subscribe for different newsletters (national and international associations,
competitors, universities, marketing, social media, advertising etc.)
Attend webinars and live events
Save the best articles and discussions, then create a list of the best topics to
submit to your team
Pick-up from the past years agendas all the topics which were not developed (the
presidents and their teams were made from different “minds” and “visions”!) and
eventually refresh them for your new calendar

11. #ACIE15
Ask for a concrete involvement in the education /
organizing team any of your sponsors +
partners + speakers + students + young
professionals: they will be honored and happy
to help and suggest for new topics/ideas and
visions (they will later engage their audience to
attend!)
The working team needs to be made of few
professionals / members / non-members
(possibly with different job/life experiences / age)
It has to be clear if the “job” is on a volunteer
base (with eventual barter agreements) or paid.

12. #ACIE15
Create a year in advance your monthly calendar / agenda with a short
description of the event (i.e. B2b, networking, coaching, ½ day seminar,
full day workshop etc.)
Balance different levels of education (base - advanced etc. = members
and non-members always need a continuing professional education)
Be out of the box (sometimes !): dare with innovative concepts, new
learning methods and formats but be ready for any reactions / comments
Include case histories and best practices

13. #ACIE15
CSR and sustainability: attention to these topics are strongly
are suggested.
Be clear with all the fiscal info: free of charge fee (usually
members and sponsors), full or discounted fee, VAT (included /
excluded), invoice or receipt etc.
Promote and advertise the calendar with the right tools and
supports (press release, social media, dedicated newsletter
etc.), with the “Save the date” key words
Last but not least: formulate focused questions in the post-
event evaluations forms to improve the contents of your next
event /seminars.

14. www.youritalianplannersblog.com
g.lucherini@youritalianplanners.com
@lucherinig
Giovanna Lucherini
V.P. Education and President-elect
Thank you !
General Manager & CEO
#ACIE15

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