COSE Small Business Conference - A Review of the New Year's Success

Transcription

1 2009 COSE Small Business Conference Entry Name: 2009 COSE Small Business Conference Category Code: Campaigns and Programs Chamber Name: Council of Smaller Enterprises (COSE) Website: Contact: Mindi McCracken, Marketing Communications Manager SUMMARY Since 2006, The Council of Smaller Enterprises (COSE) has been providing a world-class conference experience to its members the COSE Small Business Conference. This conference is the highlight event of the year for COSE. It serves to enlighten and connect its members through the combination of over 70 educational workshops, three national keynote speakers, a business-to-business trade show, a small business awards recognition program and a multitude of outstanding networking opportunities. The event has seen tremendous growth over the last several years with increased attendance of more than 250 people in 2009 alone.

2 SYNOPSIS NEEDS IDENTIFICATION Since 1972, The Council of Smaller Enterprises (COSE) has been providing health insurance, savings products and education for small business owners to help them to run their businesses more effectively and efficiently. Although we offer many resources for the small business community, our health insurance product was the most widely utilized by our membership. In the last five years, we realized that our reputation out in the marketplace was that of a health insurance provider rather than a small business support organization. However, we were confident that we had multiple strengths besides our ability to offer discounted health insurance rates. After some reflection and analysis, we realized that it was important to rebrand ourselves in the community and showcase the additional ways we support Northeast Ohio small businesses with savings on shipping and freight, office products, payroll, and credit card transactions; advocacy efforts fighting for the rights of small businesses on the local, state and national level; and high impact education and networking opportunities that help small business owners learn and grow. Through data analysis and member focus groups, we concluded that the second largest reasons people joined COSE were for our education and networking opportunities. They recognized the value of being a part of an organization that could connect them and their businesses to more than 16,000 of their peers to share experiences, learn new techniques and make solid business connections. This would be our vehicle for delivering the message that COSE is so much more than a health insurance partner, we re a resource for every facet of small business. In an effort to bring it all together and truly showcase the best of everything COSE has to offer, the COSE Small Business Conference was born in The planning process for the COSE Small Business Conference has always involved member task teams, surveys and focus groups. We wanted this event to be for the members, by the members. And each year, we have allowed the members to shape the content, identify and choose workshop speakers, share their insight on networking and growth opportunities and help us deliver the most beneficial conference for themselves and their peers. COSE s mission statement is to serve, advocate and lead on behalf of the small business community. We serve our members by understanding the needs of our market and providing superior programs, services, information and benefits. We advocate on behalf of small businesses to influence public opinion and policy and to promote the important role of smaller enterprises in our economy. And we lead through innovation and expertise. The COSE Small Business Conference exemplifies these qualities through bringing all of our programs, services, resources, community outreach efforts, education, and networking to one place for a full two-day experience for our members and select potential members. Small business owners and entrepreneurs attend this event to learn from each other, build relationships, feel revived and supported and ultimately take a step forward in their business.

3 OBJECTIVES Moving into our fourth year of hosting the COSE Small Business Conference in 2009, we wanted to be sure we were consistently working to make this event bigger and better than it was previously. Our primary goal was to deliver a beneficial and positive experience for small business owners that would allow them to learn, connect and continue forward. To attain our goal, we created the following objectives and metrics to evaluate our success: Increase attendance by 15 percent to allow members the opportunity to connect with and learn from a larger more diverse pool of their business peers. Since the program s inception, we have increased attendance by 5-7 percent each year, so we wanted to create an aggressive goal for our organization in At the end of the event, we ended up bringing in nearly 1,400 attendees an attendance increase of 21 percent. Develop workshops that provide members with true strategies they can take back and immediately apply to their businesses. We track the success of this objective through the survey data collected following each workshop. Member feedback in this area was overwhelmingly positive, evidence of which is included in the evaluation portion of this submission. Increase sponsorship revenue by 15 percent. An event sponsorship dollar increase allowed us to provide extra benefits to the attendees like an additional networking reception, a laptop computer station, a social media learning lab and increased audio visual capabilities to enhance experiences. In a down economy, we were thrilled to surpass our objective goal and increased sponsorship revenue by more than 30 percent for our 2009 conference. Increase awareness of the full range of COSE products and services available to our members in order to better serve them and meet more of their needs. To showcase COSE products and services and provide additional value and opportunity to our service provider members, we transformed the lower floor of our venue to a businessto-business trade show accessible to attendees at any time. COSE was at the center of it all with an exhibit for every product and service we offer and access to COSE staff relevant to each of the areas, to answer questions and provide guidance. Over 60 other vendors also exhibited their offerings to provide business solutions to our members. Provide formal and informal networking opportunities that would assist our members in making connections with their small business peers and potential customers. The conference boasted a networking event finale on the first day, along with many informal break periods to allow attendees ample occasions to connect with peers, potential new clients and potential new vendors. Additionally, we developed structured networking tables moderated by a category expert that addressed the many issues small businesses face on a day-to-day basis. The target audience was any small business owner or entrepreneur looking for education and networking opportunities. Each of the objectives worked to enhance the overall experience of the conference attendees and allowed them to walk away with new information, contacts and ideas to enhance their small business.

4 COMMUNICATION PIECES The marketing communications developed for the 2009 COSE Small Business Conference fell into the following categories: print, electronic, direct mail, and social media. The design theme chosen for the 2009 conference centered on two well-worn briefcases adorned with vintage travel stickers stylized with the names of the nine SBC educational tracks from which attendees could select their workshops. The briefcases were strongly metaphoric in that they represented the road small business owners must travel to reach their destination success. Along the way, knowledge is acquired and packed away to help entrepreneurs navigate the business terrain and get to where they want to go. The campaign consisted of the following elements: Flyer served two purposes as a save the date (side one) and a brief overview of the event advertising keynote speakers and conference highlights (side two). This double-sided flyer was also tipped in to an issue of Crain s Cleveland Business. Print Ads print ads ran in COSE s membership magazine, the COSE Update. Our house advertising agency was also able to negotiate several trade agreements to include ads in Inside Business Magazine and Crain s Cleveland Business. Billboards and kiosks were also included in this in-kind agreement. Brochure designed as a highly detailed stand-alone piece, it serves to inform the membership of all of the workshops, keynote speakers, schedules and special features of the conference. Initially, the piece is polybagged with our membership magazine, the COSE Update, for delivery to every COSE member. Additional copies were disseminated to members and non-members through various channels for the remainder of the campaign. Web Site cose.org/sbc is our microsite dedicated to the entire conference experience. Attendees register via this site and all of the detailed information about the conference is housed there. Program Booklet master guide for the two-day conference including schedules, workshops, speakers, trade show exhibitor information, sponsor ads, COSE products and services ads, and note pages. Direct Mailers COSE sales staff received postcards to send to prospective members with the personalized information for that sales person attached as the point of contact; all conference workshop speakers and exhibitors were provided individual, personalized postcards to distribute to their own personal contacts inviting them to attend the conference. Electronic included homepage placement on COSE s main Web site, cose.org; a micro Web site, cose.org/sbc, three engaging video advertisements featuring COSE s president; blasts and enewsletters; a Facebook fan page and frequent messaging on COSE s master Facebook page. METHODOLOGY COSE 2009 Small Business Conference planning began early in March as we worked to seek out our design firm and members to participate on our task team. It is important that we began our

5 process early in the year to ensure we had pertinent and exciting information to draw both prospective sponsors and attendees to the event. The Events and Programs team led the planning of the event and followed the schedule outlined below. The marketing schedule is attached as an addendum following the remainder of the submission. Event and Education Planning Schedule Staff and External Resources Allocation November 2008 Sponsorship sales begin Shoaff January 2009 Keynote search begins Kim, Carpenter, Millard, Walker, McCracken February 2009 March 5, 2009 Development of conference design theme COSE Member Task Team Chair Identified McCracken, Kim, Carpenter, Peeps Creative March 15, 2009 Call for COSE Member Task Team Kim Members April 1, 2009 Exhibitor outreach begins Dodosh, McCracken April 2, 2009 Task Team Kick-Off Meeting Kim, Pribisko, SBC Task Team April 13, 2009 Sub-Team Task Team proposed workshop topics due to COSE Kim, Jordan April 15, 2009 April 15-17, 2009 Task Team meeting to review sub-team submissions and determine final Collate Proposed Content for call for speakers/proposals Kim Kim, Pribisko, SBC Task Team April 20, 2009 Call for speakers/proposals Kim, McCracken May 18, 2009 Deadline for proposals from potential Kim, Jordan speakers May 12-19, 2009 Reserving of three keynote speakers Kim May 18-22, 2009 Collate speaker proposals Kim, Jordan May 27, 28 and 29 Task Team proposal/speaker selection Kim, Jordan, Pribisko, SBC Task Team June 5, 2009 Announcement of accepted Kim June 19-July 10, 2009 Collection speakers/proposals of speaker bios and Jordan headshots June 19-July 10, 2009 Development of final conference workshop descriptions and brochure Kim, McCracken July 13, 2009 Conference bags and lanyards ordered Kim July 15, 2009 Task Team Brainstorming Meeting on special touches Kim, Jordan, Pribisko, Task Team October 20, 2009 Onsite set-up at the conference venue Kim, McCracken, Dodosh, Jordan, Shoaff, October COSE Small Business Conference All Carpenter, COSE Staff COSE and Staff Task Team Kim Staff Allocation: The primary staff for the COSE Small Business Conference was COSE s Events and Programs team consisting of Megan Kim, Director, Education and Programs; Heather Dodosh, Event and Program Coordinator; Melanie Jordan, Event and Program Coordinator; Sarah Shoaff, Senior Manager, Advertising and Sponsorship; and Kelly Sikorski, Advertising and Sponsorship Coordinator. Mindi McCracken, Marketing Communications Manager, was the lead on all marketing and promotions efforts for the event with assistance from Randy Carpenter, Senior Director, PR and Marketing.

6 External Resource Allocation: The COSE Small Business Conference is planned by small businesses owners for small business owners. Each year, we develop a member task team led by a selected task team leader. Our task team leader this year was Pat Pribisko of Patricia W. Pribisko Co., LPA. Additionally, we had 25 other small business owners participate as a part of the task team working to guide the content and experiences for the conference. We also engaged the design firm, Peeps Creative to partner with us on the theme and design for the conference marketing materials. Additionally, we enlisted the assistance of our house advertising agency to broker several in-kind media deals to further the reach of our marketing efforts. Budget Consulting $40,846 Speaker Fees $37,251 Catering $56,255 Parking $ 5,530 Facility Rental $21,850 Other Business Expenses $11,648 Air Fare $ 2,000 Equipment Rental $33,196 Office Supplies $ 1,322 Computer Supplies $ 3,895 Internet $ 2,827 Marketing $37,437 Printing $36,976 Total (Event + Marketing) $291,033 Revenue* Sponsorship $181,500 Trade Show Booth Rental $ 45,410 Total $226,910 *The intent of this event is not to generate revenue. It is a membership service and is free to the first representative from a COSE member company. EVALUATION The 2009 COSE Small Business Conference was a resounding success. Attendance and sponsorship exceeded far exceeded our goals. Conference attendance was nearly 1,400, an increase of 21 percent in 2009 over 2008 the largest year-to-year increase in the history of the conference. Sponsorship support also increased 30 percent from the previous year. A sample of the post-event survey results shown below indicate a high satisfaction level in regards to conference content and objectives as well as an overwhelming majority of attendees anticipating returning to the 2010 conference and recommending the conference to their peers. For so many small business owners, time is of the essence, so creating an opportunity for them to learn, network, meet with potential clients, identify new vendors, hear from national keynote speaker and truly focus ON their business for two days was invaluable to our membership.

7 Feedback Survey Results Attendees who plan to return for % Attendees who would recommend the conference to a friend or colleague 90% Attendees who thought the workshop topics were excellent or good 95% Attendees who thought the networking opportunities were excellent or good 82% Attendees who thought the trade show mix of vendors was excellent or good 80% Member Quotes / Testimonials To often we take the time to write only when we have an issue or complaint, but I wanted to make sure that I took the time to write to you to thank you for presenting a terrific conference last week. It was my first time attending the conference, and I was so impressed with every aspect! The speakers in each of the workshops I attended were truly experts in their fields and I came away with lots of good and practical information and tips that I will be able to use going forward. In addition, the exhibitor floor and opportunity to participate in small roundtable discussions were wonderful ways to network and learn. Your staff could not have been more welcoming and helpful throughout the two day event. In particular, I would like to commend you on the substitute closing presenter, Keith Harrell. His message on attitude was inspiring and uplifting! His presentation was the perfect way to close the conference and send the attendees back out with a renewed sense of purpose and excitement. I tip my hat to you for a very successful conference. It exceeded my expectations by far, and I am already looking forward to next year s assembly! Marty Stewart Brooker Insurance Agency, Inc. "I just wanted to let you know that I thought the conference was great - lots of good information, helpful services highlighted, and enough motivation to carry you into the coming weeks. I know a lot of hard work was involved and I wanted to let you know that it is appreciated! Gina M.R.Dalessandro Quéz Media Marketing The Small Business Conference was absolutely the most productive conference I've ever attended. Very relevant material, speakers and exhibitors. Thanks so much for all your hard work. Kate Hawk JMA Promotions I thought the keynote speakers were phenomenal especially that last one Keith. Wow! What a way to end it! You guys really outdid yourselves this year. The registration was seamless so many lines! The room set up was great in my workshop room. The people on the exhibit hall floor seemed to be getting some pretty good traffic and the ones I spoke with said the show was really good for their businesses. I really enjoyed both days. Diane Helbig Seize This Day Coaching

8 ADDENDUM Marketing Schedule: March Initial meetings with design group to determine conference theme and look April Develop agreed upon theme and look Tease conference dates in the Pipeline section of the COSE Update Magazine Cosespeaker.org updated Call for speakers May Tease conference dates in the Pipeline section of the COSE Update Magazine June Full page save the date ad in COSE Update Magazine Cose.org/sbc goes live Banner ad on Clevelandmagazine.com Peel down ad on ibmag.com Save the date flyer at all events COSE enews and Network enews Registration open Call for exhibitors Brochure development begins July Registration Call for exhibitors enews and Network enews Full-page ad in COSE Update Magazine Banner ad on Clevelandmagazine.com Peel down ad on ibmag.com Local and regional chamber outreach via direct mail and Double-sided, in-depth flyer at all events SBC business cards distributed to staff Tape three video vignettes for event alerts Assemble and distribute a Digital Conference Kit for other local and regional chambers of commerce for cross-promotion Cose.org/sbc August Brochure polybagged with COSE Update Magazine SBC cover photo and story for COSE Update Magazine enews and Network enewsletters Event Alerts (including video #1 and digital brochure) Full-page ad in COSE Update Magazine Banner ad on Clevelandmagazine.com Peel down ad on ibmag.com

9 Brochures at COSE Spaces Postcards provided to all speakers and exhibitors for distribution Keynote speaker featured in COSE Update Magazine SBC kick-off member networking event Double-sided, in-depth flyer at all events Cose.org/sbc Cose.org rotator ad Continued local and regional chamber outreach September SBC cover photo and story for COSE Update Magazine Radio ads Event Alerts enews and Network enewsletters Event Alerts (including video #2 and digital brochure) Full-page ad in COSE Update Personalized postcards for the sales team Keynote speaker featured in COSE Update Magazine Brochures at COSE Spaces Crain s ad through Affinity Campaign Billboard through Affinity Campaign Radio through Affinity Campaign Kiosks through Affinity Campaign Cose.org rotator ad Cose.org/sbc Banner ad on Clevelandmagazine.com Peel down ad on ibmag.com Double-sided, in-depth flyer at all events I-X Center to promote on JumboTron COSE employees tag Conference booklet development begins Continued local and regional chamber outreach October Cover story for COSE Update Magazine Inside Business ad Crain s ad through Affinity Campaign Banner ad on Clevelandmagazine.com Peel down ad on ibmag.com Billboard through Affinity Campaign Radio through Affinity Campaign Kiosks through Affinity Campaign Radio ads Channel 3-10 second promos Channel 3 - AM giveaways Wkyc.com ad Event Alerts (including video #3 and digital brochure) enews and Network enewsletters Two-page spread ad with workshop schedule in COSE Update

10 Fourth quarter events calendar Direct mail campaign continues Keynote speaker featured in COSE Update Magazine Brochures at COSE Spaces Cose.org/sbc Cose.org rotator ad Double-sided, in-depth flyer at all events Billing stuffers I-X Center to promote on JumboTron COSE employee tag