how do you set up an ambassador programme from scratch? ambassador programme full... · how do you...

Ambassador Programme

How do you set up an Ambassador

programme from scratch?

How will you benefit from it?

• Friday 10th July 2009

• Shraddha MAUSSION

International Congress and Convention Association www.iccaworld.com

Introduction

• Shraddha MAUSSION

• Sales Executive,

• Vinci, The Loire Valley Convention

Centre, Tours, France.

Vinci – The Loire Valley Convention Centre www.vinci-conventions.com Shraddha MAUSSION

Summary

• Questions we asked ourselves.................. 4

• About Tours.......................................5&6

• About Vinci............................................7

• SWOT Analysis.......................................8

• Answering the questions..........................9

• The Ambassador Programme..................10

• Steps towards the launch..................11&12

• Sustaining the programme................13&14

• Activities till today...........................15&16

• Results................................................17

• Limits..................................................18

• Conclusion...........................................19


Questions we asked

ourselves

• What are the strengths and weaknesses of Tours?

• How should we position Tours?

• How do we market our city?



About Tours

• Population of 300 000

• 55 minutes from Paris

• Touristic strengths

• Chenonceau, Clos Lucé, Chambord, Amboise

• Economically active

• S2E2, Cosmetic Valley, Sanofi,

Michelin, SKF


About Tours

• Student city

• Université François Rabelais

11 research Units, 3 technological

Institutes, 3 Engineering Schools, 1

business school and one management

school, 30,000 students

• Scientific and research background

• CHRU, INRA, CEA


About Vinci

• Built by Jean NOUVEL

• 3 auditoriums

• Up to 2000 people

• 4000 m² of exhibition and dining space

• 22 meeting rooms

• 16 years of existence

• 3000 professional events


SWOT Analysis

Strengths Weaknesses

•Access, attractiveness

•Universities, hospitals,

research centres

•World class meeting

facilities

•Hotel rooms in city centre

•Accommodation

•Lack of Convention

bureau

•Airport

Opportunities Threats

•Presence of professors,

scientists and doctors!

Other French cities with the

same characteristics.


Answering the questions

The strengths and weaknesses

- SWOT Analysis

Positioning of Tours?

- Congress city. Target associations and not

companies.

How do we market our city?

- Use local strengths: one way is the

Ambassador programme


The idea of an

Ambassador Programme

• Participation in ICCRM 2006

• The Development Strategy which was

complementary with our local strengths


Steps towards the launch

• The scenario before

– The Ambassador Club

• The first test

– The stand Vinci

• Bringing in partners

– Mayor, CDT, hotels, other political actors


Steps towards the launch

• The role of the consultant

– Definition, statistics, presentation, launch

• The role of marketing

– Branding, communication

• The launch of the Ambassador Programme


Sustaining the programme

• Clarifying objectives

– Learn, organize, meet, exchange, promote

• Learning programmes

– The tools, The tendencies, The different kinds of

events, The different venues


Sustaining the programme

• Entertaining programmes

– Spectacles, fairs,

– gala dinners, Visit of Vinci

• Award programmes

– Gold, silver, bronze

• Ambassador Programme online


Activities till today

• 19 December 2006: Launch of the Ambassador

Programme

• 12 March 2007: How to organize a congress.

• 26 June 2007: New technologies

• 25 October 2007: Visit of the unseen Vinci.

• 29 January 2008: Annual Agenda 2008.


Activities till today

• 4 March 2008: Taxation and events

• 24 June 2008: Annual Gala Dinner at Prieuré de

Lavaray.

• 21 October 2008: The responsibilities of event

organizers.

• 12 February 2009: Visit of Vinci.

• 18 June 2009: Customize your event

with Vinci


Results till today

• Total number of Ambassadors: 267

• 31% participated in at least one workshop.

• 11% of them participated in 2 or more

workshops.

• 15% of them have either an option or a

reservation in Vinci for the next 4 years.

• 12 projects are in-progress for the next

4 years.


Limits of the programme

• Executive Committee

• Classification of Ambassadors

• Finance

• Initiative of a conference centre and not a

convention bureau

• Political support


Conclusion

For us, the Ambassador Programme is the

best communication tool that is reasonably

priced, controllable and a platform for

business and learning.

Thank you for your

attention and for asking

a whole lot of questions!

International Congress and Convention Association www.iccaworld.com

International Congress & Convention Association

how do you set up an ambassador programme from scratch? ambassador programme full... · how do you...

Documents