Meeting planners, convention planners, and event planners earnings & training

Job Nature of Meeting and Convention Planners

Meetings and conventions bring people together for a common purpose, and meeting and convention planners work to ensure that this purpose is achieved seamlessly. Meeting planners coordinate every detail of meetings and conventions, from the speakers and meeting location to arranging for printed materials and audio-visual equipment. Meeting and convention planners work for nonprofit organizations, professional and similar associations, hotels, corporations, and government. Some organizations have internal meeting planning staffs, and others hire independent meeting and convention planning firms to organize their events.

The first step in planning a meeting or convention is determining the purpose, message, or impression that the sponsoring organization wants to communicate. Planners increasingly focus on how meetings impact the goals of their organizations; for example, they may survey prospective attendees to find out what motivates them and how they learn best. Planners then choose speakers, entertainment, and content, and arrange the program to present the organization's information in the most effective way.

Meeting and convention planners search for prospective meeting sites, which may be hotels, convention centers, or conference centers.

They issue requests for proposals-documents that state the meeting dates and outline their needs for the meeting or convention, including meeting and exhibit space, lodging, food and beverages, telecommunications, audio-visual requirements, transportation, and any other necessities-to all the sites in which they are interested. The establishments respond with proposals describing what space and services they can supply, and at what prices. Meeting and convention planners review these proposals and either make recommendations to top management or choose the site themselves.

Once the location is selected, meeting and convention planners arrange support services, coordinate needs with the facility, prepare the site staff for the meeting, and set up all forms of electronic communication needed for the meeting or convention, such as e-mail, voice mail, video, and online communication.

Meeting logistics, the management of the details of meetings and conventions, such as labor and materials, is another major component of the job. Planners register attendees and issue name badges, coordinate lodging reservations, and arrange transportation. They make sure that all necessary supplies are ordered and transported to the meeting site on time, that meeting rooms are equipped with sufficient seating and audio-visual equipment, that all exhibits and booths are set up properly, and that all materials are printed. They also make sure that the meeting adheres to fire and labor regulations and oversee food and beverage distribution.

There also is a financial management component of the work. Planners negotiate contracts with facilities and suppliers. These contracts, which have become increasingly complex, are often drawn up more than a year in advance of the meeting or convention. Contracts may include clauses requiring the planner to book a certain number of rooms for meeting attendees and imposing penalties if the rooms are not filled. Therefore, it is important that the planner is able to closely estimate how many people will attend the meeting, based on previous meeting attendance and current circumstances. Planners must also oversee the finances of meetings and conventions. They are given overall budgets by their organizations and must create a detailed budget, forecasting what each aspect of the event will cost. Additionally, some planners oversee meetings that contribute significantly to their organization's operating budget and must ensure the meeting meets income goals.

An increasingly important part of the work is measuring how well the meeting's purpose was achieved, and planners begin this measurement as they outline the meeting’s goals. Planners set their own specific goals after learning an organization's goals for a meeting or convention. They choose objectives for which success is measurable and define what will constitute achievement of each goal. The most obvious way to gauge their success is to have attendees fill out surveys about their experiences at the event. Planners can ask specific questions about what the attendees learned, how well organized the meeting or convention appeared, and how they felt about the overall experience. If the purpose of a meeting or convention is publicity, a good measure of success would be how much press coverage the event received. A more precise measurement of meeting success, and one that is gaining importance, is return on investment (ROI). Planners compare the costs and benefits of an event and show whether it was worthwhile to the organization. For example, if a company holds a meeting to motivate its employees and improve company morale, the planner might track employee turnover before and after the meeting.

An important part of all these different functions of meeting professionals is establishing and maintaining relationships. Meeting and convention planners interact with a variety of people and must communicate effectively. They must understand their organization's goals for the meeting or convention, be able to communicate their needs clearly to meeting site staff and other suppliers, maintain contact with many different people, and inform people about changes as they occur.

Some aspects of the work vary by the type of organization for which planners work. Those who work for associations must market their meetings to association members, convincing members that attending the meeting is worth their time and expense. Marketing is usually less important for corporate meeting planners because employees are generally required to attend company meetings. Corporate planners usually have shorter time frames in which to prepare their meetings. Planners who work in Federal, State, and local governments must learn how to operate within established government procedures, such as procedures and rules for procuring materials and booking lodging for government employees.

Convention service managers, meeting professionals who work in hotels, convention centers, and similar establishments, act as liaisons between the meeting facility and association, corporate, or government planners. They present food service options to outside planners, coordinate special requests, suggest hotel services based on the planners' budgets, and otherwise help outside planners present effective meetings and conventions in their facilities.

Meeting planners in small organizations perform a wider range of duties, with perhaps one person coordinating an entire meeting. These planners usually need to multi-task even more than planners in larger organizations.

In large organizations or those that sponsor large meetings or conventions, meeting professionals are more likely to specialize in a particular aspect of meeting planning. Some specialties are conference coordinators, who handle most of the meeting logistics; registrars, who handle advance registration and payment, name badges, and the set-up of on-site registration; and education planners, who coordinate the meeting content, including speakers and topics. In organizations that hold very large or complex meetings, there may be several senior positions, such as manager of registration, education seminar coordinator, or conference services director, with the entire meeting planning department headed by a department director.

Source:

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2006-07 Edition, Meeting and Convention Planners, on the Internet at http://www.bls.gov/oco/ocos298.htm (visited August 20, 2006).