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Consent Agenda
8:40 - 8:50 PM
A. Reports from Partner State Executive Directors
B. CE Program- Dr. Trisha Marullo and Michelle Northcutt, CEM
C. Awards Report- Tina Garcia, CMM, CEM, CMP
D. Exhibits & Sponsorship-Angie Hickman, CEM
E. Marketing-YARE Group Marketing
F. Industry Rep. Reports - Dr. Gayle Millard, Mondo Bridges, JL Bentley
G. Registration Updates- Tina Garcia, CMM, CEM, CMP
Adjourn
9:00 PM
2023 plan for speakers should be $350 per hour with a $350 per diem. Motion made by McHughes to increase the speaker honorarium, Dr. Buchanan seconded, all were in favor. Motion approved.
B. Industry Representatives Nominees - Discussion of various names on Industry Nominees- it was decided to do an email vote on nominees later.
• Kawlin Firth, Boehringer-lngelheim- nominated by Daniel Levenson, DVM • Fawn Reely, DVM, Boehringer-lngelheim- nominated by Cordon DeKock • Andrea Matthews- Midwest Veterinary Supply • Susan Hopper, DVM, Petwell Parnters
C. SWVS Staffing- Dr. Cooper and Tina Garcia, CMM, CMP, CEM, CFRE discussed what SWVS needed to properly be prepared for this year. It was decided to hire a part-time admin help for call-in registrations and on-site at the information desk. It was decided that this part-time staff member would be hired ASAP. Dr. Cooper agreed that giving Tina Garcia, Executive Director of SWVS the discretion to hire this part-time staff member when needed. Dr. Levenson said that the VMAs should officially have a member/s help on-site.
D. The Board went into an Executive Session to discuss SWVS bonus structure.
Consent Agenda
V.
A. Reports from Partner States Executive Directors - Melanie Talley, CAE- LVMA promotion of SWVS and LVMA Winter Meeting
Tamara Spooner - NMVMA- NMVMA promotion of SWVS Cordon DeKock- OVMA - OKVMA promotion of SWVS Troy Alexander - TVMA- TVMA promotion of SWVS and Activities
B. CE Program - Dr. Trisha Marullo and Michelle Northcutt, CEM discussed the Tech Challenge Program and talked about how to promote it. Discussing of scrapping the Meet the Experts in 2023- going to see how 2022 pans out. Ended with a discussion of ticketed everts moving forward. C. Awards Committee - Discussion if anyone wanted to join Tina Garcia and Dr. Christie Hughes on the committee. Boehringer lngelheim was going to be sponsoring the Visionary Award and nominations were still open. Nominations were still open for the LTC Daniel Holland, DVM Memorial Scholarship.
D. Exhibits & Sponsorship - Angie Hickman, CEM discussed the number of exhibitors and current goals.
E. Marketing - Report - everyone agreed that AGS Marketing did a great job.
F. Industry Representatives Reports - Dr. Gayle Millard- Boehringer lngelheim Animal US- report submitted; TeleVet and Boehringer lngelheim announce strategic collaboration; discussion of supply struggles. Mondo Bridges-Zoetis - report submitted; Getting back to the new normal and the industry remains strong; Increases in every spend category; Gen X and Gen Z spending J.L. Bentley- Elanco - reported submitted; SWVS 2021 was a great show according to the staff that worked the booth; Growth continued with the acquisition of Novartis Animal Health
G. Registration Updates & September Itinerary- Tina Garcia, CMM, CEM, CMP - Discussion of registration numbers are higher than this time in 2021. Power Package numbers are strong.
The meeting adjourned at 2:06 PM
SWVS Strategic Planning – June 10-12, 2022
Overall outcomes and suggestions 1 – Create a task force with representatives from the VMAs and SWVS Marketing team
2 – Task force to review future group for SWVS
● Name change ● National focus ● On-Demand Library ● Staffing needs
3 – Technology assessment for the management of the conference for registration, event management and communications
4 – Onsite staffing for 2022 conference
● Outside meeting management assistance ● Registration supervision
5 – Receive the lists from the VMAs before the end of June
6 – Needs for 2022 & Beyond
● Need to have an experienced Registration Manager oversee the onsite registration area to free up the SWVS staff to provide essential services in their specific areas of expertise
Session Day 1
General Notes & Comments - Yearly review of all pricing to keep up with increases in costs Morning Sessions – Opening Activity: Partner Drawing Icebreaker Topic: Continued Education - Honorarium
o Suggested increase for presenters, $300-400; up from current $275 o Add ground transportation allowance, $100 o Look at creating an Uber partnership for additional transportation solutions OUTCOME: Increase to $350 for 2023
- Per Diem
o Begin to pay 50% per diem for travel days o Increase general per diem rate to $150
- Labs and Live Sessions
o Set per person fee of $200 versus current “optional” split format o Set a Leader Fee of $300 o Consensus that all presenter participants MUST be paid for their time o Paid presentations dilutes educational qualities
- Online Education
o If you attend in person, online access granted post-event
- Luncheon/Master Classes
o More Satellite Sessions vs. the meet the expert sessions
Space issues to consider, Omni rooms, Conv. Hall Floors Portable food option 2022 experiment on location (AGS support area)
o Double up on room usage o Practice management classes o Onsite/At the Door, Meet the Experts o Mystery/Historical Case Presentation Interactive meet the expert
Panel feedback only, polling of the audience only Submit cases in advance for selection
o Tours
SeaWorld Stockyards State Fairs
o Round tables
Place these in the hall
- General
o Combine to entice, creating packages o Promote in-person alumni experience, affinity groups International Cat lovers Spa Self-care groups/options, work life-balance o Location – family friendly, events for families o Mentorship Programs at Site o Continue/Improve bring a co-worker and friend rates/options o Promote the “know who’s coming” features o More networks and life related topics o Should communicate how many other event webinars are corporately backed, not independent of sponsorship money o Promote the average cost per hour of SWVS CEs
Topic: Registration - General
o 3000 attendees/paid registrants - DVMs, goal to increase these registrations o Increase marketing to this group
o Keynote speakers that draw in this population o Referral and discount programs, incentives and expanding the loyalty program o Early bird limits o Develop hotel block bookings incentive points o Additional points for DVMs, tiers point for attendee type/points program o Grad packages/events, better school relationships - Pricing o 80% take the early-bird special option o Student = CVT/LVT o Increase Technician pricing; $250/300 o Special “School Plan”, limited benefits, limited quantities Sign off from the institution for the discount No onsite student registrations Discount 1-3 rd years, CE’s Specialty and demand driven pricing models? Topic: Marketing - Increase the social focus - Swag for groups - Geotagging to develop new targets - MailSmart
- Incentivize VMAs/DMAs by state to increase attendance - Social media, work on plans that encourage “shares” - Give-a-ways, more of them, likes/shares/tags -> make it a DVM o Prizes = Hotel Nights at SWVS - Reward Points, activity specific promotion to be rewarded points - Influencer Options o Exhibitors - Facebook group, posts, ground game organic - Work w/Speakers to promote their sessions and events o Speaker promotion guide/whitepaper & pre-created media posts - Promotional Interview w/Speakers, ensure it is in speaker agreement - Create Tiktok vids, engaging content, promotional challenge #SWVS - Vid/Trailer promo for CE Sessions, each or targeted - VetGirl as Keynote - Consider concerts and fun events to draw in audiences - Food-animal events appear to be of interest - Consider the purchase of an Online CE program, - Leverage exhibiting partners - Expand market, add more states to the process/symposium - Vet School recruitment efforts - Mentorship Programs – Power of 10 - Younger and Female Speakers for inclusion - Focus on practical Education options, real life work skills development o presentation trainings o Work life balance focused sessions - Polling tool use, focused on the younger generations - Table topics, professionals at the table as experts
o Popular DVMs & Techs; Walter Brown (Skinny Go Live) and Dr. Evan Antin
Afternoon Sessions - Opening Activity: Create your own SWVS elevator pitch - Boutique, hospitality, extra time with your potential clients, relaxed built in exhibit hall time - Would you like to go to a meeting where you can be in front of veterinarians that will actually buy things? - Large conference with a small conference feel, convenient hall hours with breaks, and no Sundays, five association at one event - Better conversations, face to face value and companies that truly support the industry Topic : Sponsorships
• Speaker Sponsorships – should they be offered as a part of packages and should we offer speaker sponsorships as part of overall tracks instead of individual sessions
o Reverse tradeshow – customers at the tables and the exhibitors again access, hosted buyer program o Selling breakfasts/luncheons for the satellite sessions, increase the pricing to generate more revenue - $5000; sold up to six in FTW and twelve in San Antonio o Potentially isolate the luncheons to a higher sponsorship level o Create a right of first refusal for opportunities, starting with the higher-level sponsorship levels
• Package levels – are we competitive in the market in terms of value, ROI and pricing? o Work to raise the pricing on specific types of sessions or program sponsorship
opportunities, focus on the supply and demand pricing o Consider changing pricing levels for all sponsor levels
Make some of the packages a little more within reach and negotiable
o Al la carte sponsorship menu, with goal to meet the tier total o Bid up the top title sponsor naming, highest sponsor gets the title o Consider the hotel key card price increase and sub dividing the hotels
• Increase Interaction - Most sponsors want interaction with the audience versus a logo on a sign – what 3 ideas would you recommend we offer that would deliver better interaction
o Have direct conversation with sponsors to see what they’re interested in o Poster Sessions - Invite research student, keep with the scientific aspect Find a way to attach CE to this process, win-win visibility
Work to follow off the Summer Scholars process Work with the researcher and then the student
o Mentorships for students o Service for Sales – Pedicures, Chair massages, where exhibitors/sponsors can chat with the person
Topic : Exhibits
• Bucket 3: Additional booth staff fee increase? Limits? Lunch tickets for all booth staff? o Moving back to buffet to return to pre-covid food format o Small companies still consider this food an important element of their exhibiting participation o Move up to a (4) staffers per 10x10 with lunch, except for NPs o Needs further review Per 10x10, (2) badges and includes lunch –
Add staff - $200/staff Add lunch - $200/staff
o Should there be a maximum number of staff per 10x10 space
• Bucket 1: Are we providing value and ROI as compared to our competition and their pricing? o Take the 10x10 booth price up to $3000 o Need to show the costs as a breakdown against the revenue generated • Bucket 2: What would it look like to have a booth package between VMA/SWVS and flat fee? What would that look like and how received?
Topic : VMAs
- Bucket 1: List Sharing o Question as to why VMAs are not sharing with SWVS because of the partnership o No awareness on the lack of sharing o Group overall agrees to advocate on a per state basis
NM – T. Murt Byrne AR– Natalie Cooper OK – Mark Shackelford TX – Ellen Forsythe o Seeking membership and general contact lists
• Promoting SWVS to your VMA
o Work on affiliate programs to draw regional attendance Seeking data on direct flight paths for markets o Concern that local associations would be crowded out if SWVS is emphasized o Possible threats, university, corporation control the attendance or the preferences of their group o Consider the younger, what impact their attendance can have at SWVS o How big do you want SWVS to be to encouraging the communications with the VMA memberships o What is the cost to revenue when we increase attendance? o 20% increase y/y, returning revenue to the states o Location concerns for size if the meeting o Localized mag jackets, reg guides per state to draw interest o All member states get an even share of the profit from regions outside the member zones
• How can we make sure we get strong leadership for the SWVS Board? o Many managers have already come through the VMA boards
o The ask should be, if selected, can you and will you support the active mission and vision of SWVS; leadership potential where there is alignment o Seeking an academic and clinical member to participate o They must be a VMA member and a DVM o Try to get perspective VMA members to attend a Partnership Meeting; learn about the organization. o Develop an advisory board as a “farm team” for future leadership appointments o Look to expand the board of managers to non-DVMs, any/all VMA members; review bylaw changes that may be needed to enable this or other related representation.
Session Day 2
General Notes & Comments - Some of the concerns around trust may have been oriented towards profitability and influenced by some tense meetings during that time (2016)
Topic : Competitors of SWVS
• Who are the competitors/threats? o Austin Vet, Fetch, Vet Girl, State VMA, Free CE, Unique Hospitality and CE Quality o Destinations (San Antonio) are preferred but there are always distance concerns. o Not certain the local VMAs are actual competition as they offer different quality of CEs o Exotic locations may draw crowds more than some destinations; San Antonio is a solid draw/location o Heavy consolidation in the industry - If the commercial practices consume all major vets and med product side, what will this do to SWVS and CE education, which is an SWVS draw o Industry demand has resulted in time and attendance o Concerns around the lack of generational understanding of new/younger vets • Online only CE (OPTIONAL) o Maintaining CE online – 10k for the video library, some are not certified because there are no testing/questions, would need an online learning platform to certify o Some miscommunications around cancellations o If it’s maintained, should payments to DVMs be considered o No current cost for the platform but to move into a revenue format we would need a new platform o Some feeling of value of Online is an enhancement for participating with SWVS
o May need stronger communication regarding what the access time frame would be
Topic : Future Growth/SWVS
• Long Term goals for SWVS
o Add 1k attendees, total 5k o New part time person to the team and/or admin assistant o Become 3 rd largest DVM meeting in the country – national level visibility/recognition o Net Rev of $1M as a goal o 2k DVMs o Become a meeting management company, TVA, OVMA, etc.; supporting multiple events – revenue source o Feline track for education o Have VMA staff added to the support/site management team, stronger reciprocity agreements to help manage sited events o Research and develop an OnDemand solution o Work on demographics and analytical data gathering, know the audience and attrition • Staffing Model o Consensus that increased support for the SWVS staffing is desirable o Like the cost o User friendly o Struggle with lead retrieval o Site internet solutions are struggle and high cost o Promote the desktop version of the lead retrieval service, more promotion o Enjoy the notifications and outlook connectivity o Using QR codes to enable faster check-ins, consider slide for speakers with the QR o Develop a report that helps to segment the data for exhibitors • Tracking Individual Sessions o Keeping moderator counts and forms, paper o Value on the CE side, giving tech to the education rooms • Registration platform/onsite registration o Creating an info desk for online registration, only area with site lines o New registrations, taking the bulk of time o Presentation needed for a new registration solution, freeing up site time of existing staff • Food and Beverage costs are soaring o F&B is accepted as a needed service to attendees
Topic : Technology and Financial Constraints • Mobile App
Topic : Take Aways and Next Steps • Top Five things
o Growth Plan Taskforce o Staffing Increases, office and sited o Pricing and Pay Increases o Marketing Plan Revaluation (Demographics/data focus) o VMA Collaboration & Leadership Development
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