Marketing the Meeting Department

Dan Young, CMP, LLIF, director of event planning and field recognition at Minneapolis, Minn.-based Thrivent Financial for Lutherans, is no novice when it comes to advancing the profession. When the meeting-planning department at Thrivent was built from scratch in 2002, his intention was to have the team perceived not as party planners, but as strategic event-planning consultants.

Young achieved his objective in part by developing a microsite — a page on Thrivent's corporate Web site with its own URL that promotes his department. “We use our Web site as an information and marketing tool to build our department's internal brand and communicate our services,” he says.

The department's microsite includes profiles and contact information for all seven planners on the team, making it easy for event sponsors to get in touch with the right person. A “What We Do” section provides step-by-step instructions on how to work with the planning department. “It basically gives a mini-education on who we are and what we do,” says Thrivent's lead event resource planner Emily Perron, who administers the site.

A “Frequently Asked Questions” page is a must-have, she advises. It should include answers to such questions as: What are the benefits of using our department? What resources are available to plan my meeting? How does the budget process work?

Perron also recommends including an awards section to showcase the different industry honors the team has won and help promote the achievements of specific individuals. It is critical, she says, to update the site regularly to show the team's current accomplishments.

Young also uses other internal communications such as news releases and PowerPoint slide presentations to explain and promote the department's role — particularly important for those who may not be aware of what the planners do. With all of these communication tools in place, Thrivent's top execs now view the event-planning team “as an internal consulting group that helps customers achieve the best value and return on meeting investment,” he says.

Getting buy-in from the chief financial officer is a critical component of implementinga strategic meetings management program. For pointers, go to meetingsnet.com and search “Get the CFO's Attention.”

What's a key performance indicator, and how is it related to strategic sourcing? Hint: It's a procurement practice that helps to track meetings-related ROI. To learn more, go to meetingsnet.com and search “KPIs for Meetings.”

RSS Share

Want to use this article? Click here for options!
© 2012 Penton Media Inc.


Acceptable Use Policy
blog comments powered by Disqus

Search 125,000+ Venues

Search Meeting Space

Find Event Venues with Cvent

The Meeting Planning Blog

Face2Face Latest Posts

Sign Up for Our Free E-Newsletters



Meetings Collaborative

Rate your experience with meeting venues and suppliers.

Facility / Hotel

 
Powered by: Meetings Collaborative
Aega Awards

Latest Webinar

Beyond Marketing: What Else Social Media Can Do for Your Meetings
Thursday, May 24 | 2-3 p.m. EST

Most associations know that online social networks can be handy tools to spread the word about their meetings and events. But social media can do so much more than market. Our social media expert will uncover ways you can leverage social media to discover the educational content your members are craving, engage and energize your community, build relationships, and even simplify your meeting processes. Register Now!

VIEW ALL ARCHIVED WEBINARS

Recent Comments

Powered by Disqus

Back to Top

Explore Our Newsletters


Meeting Planner Survival Guide

Whether you're a novice planner or a veteran, this compilation of must-read articles is your meeting planning resource.

Must-See Meeting Files

Visit the MeetingsNet expert-advice site, where we’ve got top meeting pros on camera answering a variety of your questions as well as a collection of educational—and sometimes offbeat—editors’ pick lists — from the top tech tools to the best books for meeting professionals.

Suppliers/
Facilities/CVBs

MeetingsNet makes it easy to find the CVBs, tourist boards, and facilities you need for your next meeting.

Deal Finder

Special offers brought to you by MeetingsNet.

Find A Job

Targeted to all aspects of the hospitality and special events industry.

SMM PORTAL

Your source for Strategic Meetings Management info and intelligence

Facebook   Twitter   LinkedIn   RSS Feed

Inside Current Issue

May 2011 FIM

May 2012

March 2011 FIM

March 2012

January 2012

January 2012

November 2011

November 2011

July/August 2011

Browse Back Issues