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‘We pulled a profit of $7,000’

IABC, PRSA chapters host sell-out event, reach chapter ‘virgins’

The Minnesota chapters of the International Association of Business Communicators (IABC) and the Public Relations Society of America (PRSA) had a problem.

HOW HIGH CAN YOU GO? IABC and PRSA Minnesota leaders, once concerned that Ann Wylie's fees exceeded chapter budgets, made a profit on their writing workshop.
HOW HIGH CAN YOU GO? IABC and PRSA Minnesota leaders, once concerned that Ann Wylie’s fees exceeded chapter budgets, made a profit on their writing workshop.

Chapter leaders wanted to combine resources to bring in more robust professional development programming. But even with both budgets, their preferred speaker’s fee was about twice the not-for-profits’ budget.

Still, planners decided to move forward with Ann Wylie’s Catch Your Readers workshop.

“We all agreed that the subject of Ann’s expertise, writing, is such a fundamental skill for all communications professionals that it would be a perfect fit,” says Rachel St. Moritz, professional development chair of Minnesota PRSA. “Plus, Ann is also well-known in the communications industry and has an excellent reputation for her training abilities.”

Goal: 125 registrants, 1/3 chapter ‘virgins’

Once they booked Wylie, planning committee members set a goal of drawing in 125 registrants, with a stretch goal of 150 (maximum capacity).

Planners aimed to draw members from both chapters. Moreover, they targeted 33% non-member registrants.

These “chapter virgins” would get a chance to see what IABC and PRSA had to offer. Planners hoped these non-members might convert to chapter members if they liked what they saw.

Solution: Market, market, market

To make up the difference between the budget and the fee, IABC Minnesota and Minnesota PRSA volunteers:

  • Used social media. Chapters gave away free registrations in social media contests that encouraged others to tweet their best writing tips, retweet and repost event information and discuss workshop topics via LinkedIn. They also posted a series of blog posts by Wylie covering  program topics.
  • Advertised. IABC Minnesota leveraged its partnership with a local business publication to secure free ad space for the event. The ad not only boosted credibility but also was a premier avenue for reaching the event’s target audience.
  • Positioned the event as a workshop, not as a conference or seminar. That told the target audience they were going to get practical tips, driving up the event’s value and usefulness.
  • Priced the event competitively. Rates were comparable to those of similar workshops. Planners offered a discounted early-bird registration, which helped boost attendance.
  • Communicated often. Chapters sent reminders of early-bird deadlines, notices that the event was nearly sold out and alerts when only a few spots remained.
  • Secured a sponsor and a host: Risdall Marketing Group and St. Thomas University. These well-respected organizations helped drive up credibility, gave the event a financial boost and provided cross-promotional opportunities.

Results: 150 attendees, half non-members

The event sold out with 150 attendees — nearly half non-members — and generated a profit of $7,000.

“We got wonderful feedback from attendees,” Moritz says. “PRSA and IABC felt the event left a great impression of the value we bring to our members.”

And the chapters saw one more result …

“The workshop was a catalyst for bringing IABC Minnesota and Minnesota PRSA together to build a mutually beneficial relationship,” Moritz says. “We discovered how to be helping hands for each other instead of competing entities.”

In fact, the partnership worked so well that both organizations have added an annual, collaborative workshop to their event calendars.

Find out how PRSA and IABC chapters can save 50% on Ann’s workshops. Contact Ann to learn more.

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June 23, 2022

Master the Art of Storytelling - Ann Wylie's creative-content workshop on July 11-15

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Register for Master the Art of Storytelling - Ann Wylie's creative-content workshop on July 11-15
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