Reference no: EM132865154

The scenario:

You are a Marketing Associate at Creative Edge, a membership-based professional organization for marketing and business executives. One of the organization's most popular events is an annual conference that attracts a large audience from all over the country. This is a high profile event which raises a considerable amount of money for the organization through ticket sales of $250 per person.

This year's event, scheduled to take place in Portland, OR on May 15, 2021 promises to be the best one ever, with several prominent speakers and influencers already scheduled to participate. When the date was initially announced there was hope that the coronavirus pandemic would be under control. Due to vaccinations not being completely administered throughout the United States, you have been forced to change the format of the event to a virtual conference. 

You recognize that a virtual conference is not the normal format, as attendees like to network and engage with others, and some may not be interested in an online conference. The new structure will include many online networking activities and even more seminars and presentations, than the in-person event would have allowed. You decide to reduce the price of the conference to $200 for all attendees, since your event costs will be lowered with the virtual format.

At this time, 500 professionals have already signed up and paid for the event at the original $250 price. You want to encourage those who have signed up already to keep their registration for the event, offer them a price adjustment of $50 for the new price, and excite them about all of the new online content. You recognize some attendees may not be interested in the online conference and full refunds are available to anyone who decides to cancel their reservation. 

The task:

Create message to all Creative Edge members that delivers the bad news about the change in conference format, and also helps continue to promote the reorganized event.