Answer the Following

The American Society of Widgets (ASW) is a non-profit, 501C3 association of members who are in the industry of making, selling, and distributing widgets. The association has been around for 50 plus years and, in recent years, has struggled to stay relevant to a younger group of potential members. With conference attendance plummeting by 50 percent in the past decade, a new, younger executive director was hired to reverse the trend. By understanding the importance of integrating new technologies into the marketing, delivery, and experience of the conference, she could connect with the younger potential members, make the conference meaningful to them, and improve the association's conference attendance and bottom line.

Moral of the story: Change, while never a comfortable thing to do is essential to move your mission, objectives and your impact forward. For many young people, the use of technology is the biggest driver of change.

1. What new technology could the executive director use at the conference to attract a younger audience? (5 Marks)

1. Which social media channels are the ones she would find most success in marketing the conference and why? (5 Marks)

1. (A.) What common meeting tools and techniques could be used by the association to aggregate big data about the attendees and ensure that future conferences met and exceeded their needs? (10 Marks)

(B.) If you could collect any data about the potential attendees, what information would you collect about these attendees to help you better plan and market the event for higher attendance? (5 Marks)

1. What are the biggest challenges the executive director must overcome to a more Gen Y - Gen Z friendly conference? (5 Marks)

TOTAL MARKS 30

See Rubric for marking details

George G Fenich. (2018). Meetings, Expositions, Events & Conventions: An Introduction to the Industry (5th Edition) [Texidium version]. Retrieved from http://texidium.com