The Challenge:
Your annual conference, once a highlight of the year, has seen declining attendance for three consecutive years. Energy is fading, members are disengaged, and sponsors are questioning the return on investment.
The Solution:
When event attendance declines, it’s rarely because of one issue. Generally, it’s a signal that the event no longer aligns with members’ needs. That’s why we implement a multi-step research and redevelopment strategy to bring events back to life.
It starts with listening. We conduct surveys, focus groups, and leader interviews to uncover what members value most and to discern what’s missing. Sometimes it’s content that feels outdated. Other times, it’s location, format, or lack of networking opportunities.
Armed with this data, we reimagine the conference highlights and structure. This may mean adding interactive sessions, shorter formats, or leadership roundtables. It could also involve building in more peer-to-peer networking, mentoring opportunities, or even virtual access for those who can’t attend in person.
We also examine site selection. The right destination and property can be a powerful draw. By aligning locations with members’ travel preferences and budgets, we ensure accessibility and appeal.
Finally, we create a marketing and communication plan that builds excitement and clearly communicates the event’s value.
The result? Members see the conference not as another obligation but as a can’t-miss experience. Attendance grows, sponsorships rebound, and the signature event once again becomes a showcase of the association’s vibrancy and value.
