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Define, Align & Design
Tammy Smith& Cynthia Hornketh
DEFINE
Our mission to inspire and nurture
the human spirit
one person,
one cup,
and one neighborhood at a time.
Mock
Store &
Regional
Managers
Meeting
Organizing Principle
Francis Ford Coppola
Organizing Principle is the Standard which guides
decisions of what to include and
exclude in the program
Organizing Principle
Succession Morality Transparency
Our mission to inspire and nurture
the human spirit
one person,
one cup,
and one neighborhood at a time.
T H I R D P L A C E
Mock
Store &
Regional
Managers
Meeting
ALIGN
Our mission to inspire and nurture
the human spirit
one person,
one cup,
and one neighborhood at a time.
Store &
Regional
Managers
Meeting
T H I R D P L A C E
Who defines objectives?
Business Owner
Event Owner
Event Partners
Attendees
Business objectivesWhy is this event being held? What impacts do you want it to have?
X X
Operational objectivesWhen? How? How many? How much?... X X X X
Attendance objectivesWhy would they want to attend? What do they need to leave the event experience with [to want to attend again]?
X
Event
“Effectiveness”
is Subjective
FALSE
Results Objective Results Measure
Business objectivesWhy is this event being held? What impacts/outcomes do you want it to have?
Type(attitudinal, behavioral,
operational, financial)
Data source(client system, Maritz
system, survey, etc.)
Measure Target Actual
Invigorate store managers to embrace and live
into the SBX mission/vision
Increase reach of store managers
Operational objectives
When? How? How many? How much?...Type Data source Measure Target Actual
Facilitate 'third place' feel to event gathering
spaces
Provide excellent on-site service to attendees
Attendance objectivesWhy would they want to attend? What do they need to leave the event experience
with?
Type Data source Measure Target Actual
Network with peers (make new connections,
discuss current issues, etc.)
“Mock” Store & Regional
Managers Meeting
BUSINESS OBJECTIVES
Invigorate store managers to embrace
and live into the SBX mission/vision
-Expose managers to content
(hear it)
-Create an emotional connection
(believe in it)
-Share content with employees
(act on it)
Increase reach of store managers
OPERATIONAL OBJECTIVES
Facilitate 'third place' feel to event
gathering spaces
Provide excellent on-site service to
attendees
ATTENDEE (GUEST) OBJECTIVES
Network with peers (make new
connections, discuss current issues,
etc.)
Learn how to keep/engage store
employees
Store and RegionalManager Meeting
Sources & Tools
Types of Measures
Attitudinal Behavioral Operational Financial
Business Objectives
OperationalObjectives
Attendance Objectives
18
Capture through guest survey
research
Capture through client and/or Maritz/Experient tracking
(system data)
Opinions
Values, goals,
personality,
etc.
Influence on
Behaviors
Intentions
Perceived
Impact
How do I feel?
What do I
prefer?
Awareness
What am I aware
or knowledgeable
of?
What do I
plan to do?
How did it impact
my actions?
What was the
benefit to me and
others?
What is important
to me as a
person?
Attitudes
Attitudinal Results
Before
‘Baselines’ on post-
event measures to
compare to post
After
• My attendance objectives…
• I’m more aware of…
• I’m more knowledgeable
of…
• I now believe…
• I’m satisfied with…
• I intend to…
• I’ve already…
• I was influenced by…
• I have more connections…
During
• Space/climate
• Energy
• Speakers
• Value of topics…
• Live input on any
topic of discussion
• Quick feedback on
any session/
speaker/event
Surveys - pre, session, post
‘Kiosks’Text pollingInterviewsSocial mediaR
ESEA
RC
H IN
STR
UM
ENTS
Behavioral Results
Before
• Email open rate
• Event link click rate
• # of event page views
• # of registrations
submitted
• % completing pre-
event task(s)
• # calls/emails
– Event questions
– Travel assistance
After
• Survey participation rate
• # of event site views/
downloads/shares
• # of other site views
• Other business outcomes
(# leads, new
customers/members, tests
taken, sign-ups, etc.)
During
• Event attendance
• Session attendance
• Activity/event
attendance
• #/sentiment of social
media posts/shares
• # of extensions
• # of new memberships
&/or renewals Attendee vs. non-attendee
Operational Results
• # calls handled
• Avg. call wait time
• % room block fill
• # sessions held
• # external speakers
• # transfers
• Max. wait time
– Hotel Check In
– Registration
– Meal Lines
– Other
• % F&B waste
Financial Results
• Operation within budget
• Cost per attendee
• Revenue per attendee (in total, by type, etc.)
• Sales generated or purchases made (attendees vs. non-attendees)
• Costs saved
• Membership fees received
• Donations made
BUSINESS OBJECTIVES
Invigorate store managers to embrace and live into the SBX
mission/visionOperational Maritz/Experient system Session attendance
95% of event
attendees-Expose managers to content (hear it)
-Create an emotional connection (believe in it) AttitudinalAttendee post (or pre/post)
survey
Question: I believe in the Starbucks mission: "To inspire and nurture the human spirit –
one person, one cup and one neighborhood at a time."95% agree
-Share content with employees (act on it) Behavioral Client system % of managers who download employee-focused content after the event 85%
Increase reach of store managers Behavioral Maritz/Experient System # of first-time event attendees 1000
OPERATIONAL OBJECTIVES
Facilitate 'third place' feel to event gathering spacesAttitudinal Attendee post survey
Question: The event included comfortable spaces for informal discussions with other
attendees.90% agree
Operational Event design/layoutIncreased # of seats from 2014 within informal gathering spaces
200 seats
Provide excellent on-site service to attendees
Attitudinal Attendee post surveyQuestion: On-site staff were available.
Question: On-site staff were professional95% agree
Operational Event design Travel Director staffing1 event staff per 250
guests
ATTENDEE (GUEST) OBJECTIVES
Network with peers (make new connnections, discuss current
issues, etc.)Attitudinal Attendee post survey Question: How many new connections did you make at this event? Avg. 3 per attendee
Learn how to keep/engage store employees
Attitudinal Attendee post surveyQuestion: I gained valuable information to help me retain and engage my store's
employees.90% agree
Operational Event design # of sessions with employee-focused content 5 sessions
Our mission to inspire and nurture
the human spirit
one person, one cup, and one neighborhood at a time.
Mock
Store &
Regional
Managers
MeetingT H I R D P L A C E
Brand Values & Purpose
Organizing Principle
Result Objectives
Total Program or Event Experience
DESIGN
AttractingAnnouncing Anticipating Arriving
First points of communication. Focus on the intended emotion not just on the words
or means of contact
The guest has committed to attend. Registration is open.
Program schedules & features are promoted
Time to set clear expectations and minimizedisappointment. Send reminders, updates
and build excitement
This is the process of getting to the destination;typically air travel. Using empathy, understandthe possible emotions guests may experience
Entering Engaging Exiting Extending
Move the guests into your event through the hotel, onsite registration, into the exhibit hall.
A welcoming experience can set the stage
The program begins. The schedule, formatting and environment evoke the
desired emotions and memories.
Keeping in mind people remember the beginning, end & a few signature moments; how do we
genuinely and thankfully say goodbye?
The expense and time investment is significant for both guest and host. What memory can be activated
to reconnect and extend the impact and value?
8 Phase Guest Event Journey
THIRD PLACE
Pre-Survey: What Inspires You?
Invite contains brand statement
Emotional connections message
First Timer TipsSegment Msg to New Managers
Msg 3rd Place Feel –Your Place
Multiple Lounges
Meal Time Seating Options
Concierge Desk
Wayfinders
First Timer Reg LaneList of airports with Starbucks Home Town On Badge
Ask Me Booth supportedBy HR Staff
First Time Badge
Commitment PostcardLounge Set up at Airport Starbucks
‘Neighborhood’ Meet Up Areas
Make Attendee Directory Available for Future Contacts
Check List: ideas covered at event
Survey AttendeesEmployees
ADA, Religious, & New Mom Accommodations
Squat Spots
Audience Interaction Tech
Social media siteList of local Starbucks
“Connections” Contest
Email with Link to Employee-FocusedContent
Community Service Event
Message positive impact on local community
Publicly Thank Event City & Supporters
To drive business results…
Begin with the end in mind
Defineresults
Designfor results
Measureresults
Contact Information
Director, Research Services
office: 636.827.6039
email: [email protected]
Tammy Smith
Vice President, Experience Design
office: 781.251.7712
email: [email protected]
Cynthia Hornketh, CMM