IMPACT REPORT

Association Leader Breaks The Mold With Bold, New Experience

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2 IMPACT REPORT | ASAE: The Center for Association Leadership

Reinventing How Association Events Do Business

THE OPPORTUNITY

In 2015, the event landscape was saturated with events that served meetings professionals across their three principal needs: education, peer-to-peer sharing of best practices, and access to partners and business solutions. While many events attempted to offer an environment that delivered on these needs, none were designed to align them in a fashion that reflected how the meeting community most effectively learns, connects, and conducts business.

As a convening authority for association professionals, ASAE recognized an opportunity to sunset their 40-year-old event, Springtime, and spearhead innovation through a powerful new format for events. By introducing Xperience Design Project (XDP), ASAE breathed new life into their live media platform, established a new standard for meetings and re-affirmed their position of authority for the association meeting professional community.

John H. Graham IV, FASAE, CAE President and CEO ASAE: The Center for Association Leadership

ASAE: The Center for Association Leadership

HEADQUARTERS: Washington, DC

EVENT ATTENDANCE: 1,800+

ORGANIZATION REVENUE: $30MM+

MEMBERSHIP: 35,000

The reason we partnered with 360 Live Media is simple. They are creative strategists who get results. They helped us develop a bold, new experience that is redefining association events.

THE CLIENT

3 IMPACT REPORT | Association Leader Breaks The Mold With Bold, New Experience

THE 360 LIVE MEDIA APPROACH

To reinforce ASAE’s position as the leader and innovator among association meeting professionals and their industry partners, 360 Live Media partnered with ASAE to design, build and launch XDP.

1. RESEARCH & STRATEGY 360 Live Media performed a review of the competitive landscape—including hundreds

of in-depth interviews with executives and industry partners—to uncover the market position that would allow ASAE to best serve their target audience. The results spoke for themselves—there was an opportunity to develop a brand-new experience that would advance the interests of ASAE members, business partners and the entire meetings industry.

2. EXPERIENCE DESIGN Based on the research, the 360 Live Media and ASAE teams co-created a bold,

new event format. Unlike traditional conferences or tradeshows, this new, two-day experience included a fully-trained faculty instead of speakers, an integrated curriculum instead of fragmented sessions and collaborative learning instead of conventional breakouts. Day 1 was an immersive learning experience featuring a theater-in-the-round stage, earbuds to enhance the intimacy of faculty talks and an interactive Playbook for each participant to capture insights throughout the event. Day 2 was focused on getting business done through one-on-one appointments between association meetings professionals and industry partners.

3. BRANDING The 360 Live Media team created an inspiring new brand—Xperience Design Project

(XDP)—to align with the revolutionary new event’s value proposition. XDP challenged meeting planners, marketers, programming directors and technology professionals to work together and think about their events as experiences—real opportunities to create lasting memories and stronger connections with their members. A brand style guide was delivered, including logos and design templates, as well as visual and copy direction for bringing the brand to life.

4. MARKETING To drive awareness and ticket sales of XDP, the 360 Live Media team developed and

implemented an integrated marketing campaign. The creative direction was provocative and unexpected to stand out and capture the attention of the target audience. Tactics included personalized recruitment toolkits, emails, digital banners, print ads, videos, direct mail, social media, phone outreach and guerrilla marketing (in person, live events).

THE RESULTS

At 360 Live Media, delivering exceptional results for our clients is at the core of everything we do. Our proprietary 6 Rs framework—Reach, Retention, Relevance, Reputation, Revenue and ROI—serves as the lens through which we evaluate the impact of our work. These are the results achieved in line with ASAE’s goals:

LET’S TALK

To boost attendance and drive engagement for your next event, contact:

RELEVANCE

59% of XDP Co-Creators were director-level or above. 75% of participants said they were inspired to try something new at their next event as a result of attending XDP.

REACH

The first-ever XDP exceeded attendance goals by convening 1,816 association meeting professionals and industry partners from 29 states. 34% of participants at XDP had not attended an ASAE event in the past five years, proving the new format and experience resonated with a previously untapped audience.

REVENUE

87% of participants had appointments in the Business Exchange. In total, 3,125 Business Exchange appointments were booked.

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