Provides educational services to financial services industry

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Reference no: EM132214275

Trade Association A is a non-profit organization that provides educational services to the financial services industry.

Trade Association A assists its customers through trade shows, conferences, seminars, and research studies. Trade shows are typically done three times per year. They draw around 500 attendees each and generate about $1 million on in revenue. Conferences are done about 30 times a year and average between $50 and 500 thousand in revenue. Finally, seminars are smaller sessions of around 10 to 50 attendees and there are 150 of these per year. Seminars average $5 to 50 thousand in revenue each.

Trade Association A has been in business for over 75 years, employees over 100 people and has revenues in excess of $25million.

Currently, attendance at seminars has been down. The President of Trade Association A has requested that the organization cut the costs of producing these seminars. The President wantsto target the marketing element of this because he does not want to cut costs at the event itself (cheaper venues etc.) at this point but feels as though if the target audience were selected better and with a better marketing message they could increase response rates while preventing the sending of marketing materials to a disinterested audience. To this end, Trade

Association A begin to look at how to value engineer (improve while cutting costs) in the marketing element of seminars.

Do you feel the President was right in limiting the project to marketing? How would you have responded if you were the person running the project? What would you have said if you were the President?

What do you think about doing a high-level process overview and then a more deep process map of the areas that you feel matter most? Why might you do this?

Do you think they could have leveraged historical data more in the marketing process? Do you think they will be leveraging this more? If so how?

Do you think they are wise to not have performance measures in place to monitor the process? What measures would you suggest they have?

Reference no: EM132214275

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