You have been hired as an event marketing consultant by a state medical association. Your charge

is to increase attendance and revenue and to create greater awareness of the organization in the

medical community. The association's conventions have been held in the same urban location for

years, attendance is dwindling, and costs are rising. The convention is typically a two-day

meeting, held over the weekend. Programming is heavy on technical symposia and light on social

events. There is a small exposition, primarily open only during coffee breaks. There is no

significant spouse participation or youth participation.

What marketing strategies would you consider to turn the organization's

event around in terms of attendance and income?