The Business of Green Meetings, Midori Connolly, CEO, Pulse Staging and Events, Platinum Speaker for MPI

THE BUSINESS OF GREEN MEETINGS

Midori Connolly, Chief AVGirl

Power of AV Week

Grandpa Bob’s RanchSalmon, ID

Wednesday, October 20, 2010

Midori Means Green


1.Transition from “green” to “sustainable”

2. Adapt Strategic Measurement Skills

3. Evaluate and Deliver ROI

OUR GOALS TODAY




OUR RULES?

Open Mind

Share the Floor

Co-Create

Share the Love!

#GreenMeetings #eventprofsWednesday, October 20, 2010

LET’S MEET YOU!

Name

Company

Favorite Green Resource/Service/Nonprofit/Property


Planet

People


People & Planet

Profit




Before all, a business is beholden to its shareholders and only its shareholders.




BONDURANT’S “EXECUTIVE SPEAK”

Brief

CompellingData-Driven

Results-Oriented


SUSTAINABILITY FOCUSED

Three months: 10%

Six months: 15%

= $650 million market capitalization per company


Best-in-Class are 52% more likely to use sustainability to guide major portions of their corporate strategy.


WHY DO SUSTAINABILITY INITIATIVES FAIL?

1.Missing connection to Business Objectives/Strategy/Competencies

2.Evaluative vs. Qualitative


HOW DOES SUSTAINABILITY BECOME STRATEGIC?

Step 1:

Objectives and Goals

Step 2:

Stop Evaluating and Start Measuring

Step 3:

Report ROI



Energy Efficiency

Sustainable Materials

and Waste

Management

Supply Chain


CAN YOU NAME YOUR GOALS?

Do you know your mission statement?

Top Goals for:

Organization

Department

Meetings Program


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FAIRWARE ALERT!!


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STEP TWO:MEASUREMENT AND KPI

Metrics

3-5 Metrics

Key Performance Indicators


Objective KPIKPI How Met

4) To provide a carbon offset that supplies renewable energies, offsetting some of the carbon footprint of the event

To provide a carbon offset that at least 40% of delegates use

Carbon offset was supplied. 35% of paying delegates registeredCarbon offset was supplied. 35% of paying delegates registered

5) To create a medium to give back to or interact with the Torino/Italia community through an on-site community project/activity

To create and promote an on-site project with at least 5% of delegates participating

6% of paying delegates signed up for the event (although fewer shoed up on site)

6% of paying delegates signed up for the event (although fewer shoed up on site)

6) To raise awareness and provide education on sustainability within the Italian meetings and events industry

Provide at least four sessions on sustainability at conference

An entire sustainability track was offered, with 6 sessions being offered An entire sustainability track was offered, with 6 sessions being offered


MEASUREMENT SPREADSHEET




STEP THREE:ROI

ROI

Three Categories

Performance Score

Relativity Score



4) To provide a carbon offset that supplies renewable energies, offsetting some of the carbon footprint of the event

To provide a carbon offset that at least 40% of delegates use

Carbon offset was supplied. 35% of paying delegates registeredCarbon offset was supplied. 35% of paying delegates registered

Performance Score? 9/10 = 90%Relativity Score? 4/10 = 40%Weighted Score? 36%

Assumption: A Primary MPI Goal is Education



6) To raise awareness and provide education on sustainability within the Italian meetings and events industry

Provide at least four sessions on sustainability at conference

An entire sustainability track was offered, with 6 sessions being offered An entire sustainability track was offered, with 6 sessions being offered

Assumption: A Primary MPI Goal is Education

Performance Score? 10/10 = 100%Relativity Score? 10/10 = 100%Weighted Score? 100%


MEASUREMENT SPREADSHEET


Maturity Matrix:From Compliance to Strategy!


ARE YOU READY TO “GET STRATEGIC WITH IT”?!


C’MON, GET STRATEGIC WITH IT!


APPLICATION1. Name one Sustainability Objective for your next event

- Make it UNIQUE to you!

2. How will you measure it?

- KPI/Benchmarks

3. Think about how you would report and score your ROI?

- Categorize Returns (3 pillars)- Overall Performance- Relativity Score


SHARING



@Fairewarepromo

FAIRWARE ALERT!!




!



@Fairewarepromo

SPECIAL THANKS!




The GMIC is the leading global community for

sustainability education, research, policy and

standards for the meetings and event

industry


Our Mantra

Sustainability is our VisionCorporate Responsibility is our Obligation

Green Meetings are our Strategy.


Come Join Us

TAMARA KENNEDY-HILLEXECUTIVE DIRECTORGREEN MEETINGS INDUSTRY [email protected]

WWW.GREENMEETINGS.INFO

ANNUAL SUSTAINABLE MEETINGS CONFERENCE: GAME ON!February 20-23, 2011

Portland, OR DoubleTree Portland


mailto:[email protected]


With gratitude.

Speaking, Training, ConversationMidori Connolly, Chief [email protected]@GreenA_V

Within the characters for thanks and feelings

are embedded the symbols for heart and speech.From the heart, with

feeling, I express my gratitude.


