PCMA APAC Customised Training Solutions
PCMA and the Event Leadership Institute are pleased to provide progressive education, training, and professional development programs for event & meeting industry professionals.
With an extensive on-demand video class library (260+), as well as instructor-led professional development certificate courses (20+), group training, webinars and more, ELI strives to advance the industry by creating learning opportunities for professionals to accelerate their careers and develop the skills needed in today’s economy. In January 2023, ELI was acquired by PCMA to establish the industry’s most powerful educational resource and product development design lab in order to lead educational innovation for our industry into the future, driving innovation, building an agile workforce, and providing the tools and resources to create the next generation of meaningful, measurable, and impactful events and experiences.
VENUE SALES ACCELERATOR CERTIFICATE COURSE
Are you looking to increase your venue’s bookings? If so, arm yourself with the strategies and tactics you need to succeed. In this detailed course, we’ll dissect the elements that go into a successful sales strategy for a wide range of event venues. Participants will leave with the confidence and tools to navigate your clients’ needs, close more in-bound inquiries, and prospect to develop new leads.
Course Duration
15 CE Hours (to be finalized during the adaptation process with the instructional designer)
Target Audience
The Venue Sales Accelerator Certificate is aimed at anyone who wants to increase venue bookings. This includes:
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- Banquet, catering, or event sales managers responsible for booking their venues for private events, meetings, and conferences.
Modes of Assessment
Knowledge–check quizzes and a compulsory assessment consisting of MCQ, short answer questions, and case study.
Format
2-day in-person training
- Where and how to find new leads.
- How to develop winning proposals.
- How to effectively negotiate a win-win agreement.
- How to effectively close the sale.
Module 1 – Taking A Strategic Perspective
- The triple crime of the empty room
- Leveraging your time in the sales process
- The lost art of hospitality
Module 2 – Client Discovery: Closing More Inbound Leads
- Dynamic pricing options
- The goal of the initial call or email exchange
- What information to gather
- What information to share
- How to evaluate the prospect
- Should you discuss price or date availability
Module 3 – Prospecting & Lead Generation
- Sources of new leads
- Understanding the sales funnel
- Why people put off prospecting, and how to fix this
- Honing your elevator pitch
- How to vary your pitch based on who you’re pitching
- ‘Pull Prospecting’: getting prospects to come to you
- Networking tips
Module 4 – Growing Your Accounts
- How to identify additional leads from an existing account
- Tips for using Google to find event leads within an organization
- Tips for using Linked In to find event leads within an organization
- Tips for finding email addresses within an organization
Module 5 – Special Tips for Booking
- Weddings
- Fundraisers
- Association events
- Meetings & conferences
- 3rd party referral agents
Module 6 – Knowing Your Property
- Points of differentiation with your competitors
- Objections & responses
- Features vs. benefits
- FAQ’s
Module 7 – Conducting the Perfect Site Tour
- Advance prep
- How to structure the tour
- Little touches that make a big difference
- Customizing the tour
Module 8 – Developing Winning Proposals
- Identifying & addressing decision making factors
- Understanding the decision making process
- Comparing your proposal to the competition’s
- What’s the ideal format for a proposal
Module 9 – Negotiation Techniques
- Understanding negotiating styles
- Maintaining price integrity
- Identifying common tactics and how to respond
- Avoiding the “divide and conquer”
Module 10 – Post-Event Debrief & Follow Up
- Positioning your venue for the re-booking
- Multi-year contracts
- Addressing feedback constructively
- Common complaints from clients and how to respond
ADVANCED EVENT DESIGN & STRATEGY CERTIFICATE COURSE
This advanced certificate course is designed to equip experienced event and meeting managers with the tools, resources, and business savvy to serve as a strategic advisor in designing, planning, and executing programs. Expanding on foundational and fundamental skills in event and meeting planning for in-person events, learners will explore progressive approaches to apply program strategy development, market analysis, budgeting, ROI measurement and analytics, content and engagement design, marketing, elements of project management, and stakeholder management techniques for any event, whether in-person, virtual or hybrid.
Course Duration
24 CE Hours (to be finalized during the adaptation process with the instructional designer)
Target Audience
- Experienced event and meeting professionals looking to elevate their program design, strategy, and stakeholder management skills in planning and executing multi-channel events, especially with the growing rise of varying event types and levels of complexity. At the end of this course, each learner will have developed a complete, end-to-end or full-cycle event/ meeting strategy.
- Learners who have mastered the foundations and fundamentals of planning in-person and virtual events and meetings. Prior completion of Event & Meeting Fundamentals (EMMF) or Virtual Event & Meeting Management (VEMM) is recommended, however, not required.
- Learners with prior knowledge of in-person, virtual, and multi-channel (hybrid) event concepts, terms, and strategies is recommended.
Modes of Assessment
- 25% – Forum posts (completed and quality)
- 25% – Quizzes (80% pass required for each quiz with a maximum of three attempts)
- 50% – Online Final Exam (with a minimum passing score of 75%)
- Minimum course passing grade: 75%
Format
3-day in-person training
- Develop an ROI-focused strategic plan using comprehensive industry, market, and other analysis to design in-person, virtual, and multi-channel (hybrid) programs/events.
- Prepare hybrid event budgets accurately and realistically, with financial performance monitoring and controls.
- Establish ROI measurement criteria and actively monitor and report event performance metrics.
- Explore adult learning methodologies to design event content and engagement in multi-channel environments.
- Design and deliver content and engagement experiences aligned to the event’s strategy, goals, and objectives.
- Create a marketing strategy with clear audience personas, value propositions, and differentiation for each event channel segment.
- Manage and communicate with internal and external stakeholders to use influencing strategies, gain buy-in and manage expectations.
- Develop a business-focused end-to-end event strategy, elements of which can be used across any event regardless of type or complexity.
Module 1 – Establishing & Developing Your Purpose, Goals, Objectives & Vision
Strategy Development & Analysis Tools
- Defining the purpose and elements of a strategic plan
- Identifying the various components that inform a multi-faceted event strategy
- Using industry, market, competitive, external and internal situational analysis tools, data, and resources
- Conduct market research to assess needs, competitive advantages, and market risks that may impact event success
- Clearly defining your customers, audience, and related segments
- Evaluating financial, operations, technology, and human resource feasibility
- Using analysis to identify event program needs
- Utilizing strategic development and analysis tools according to the event type; in-person, virtual, and hybrid
Establishing A Measurable Vision
- Establishing the event’s direction through vision, mission, and objectives
- Developing and communicating a strategic vision to use as a guide throughout the event lifecycle and that drives results
- Determining the event’s objectives and establishing measurable goals
- Examining the relationship between the organization’s strategy with the event’s goals and objectives
- Developing micro-visions and goals for each multi-channel event segment independently as needed
- Aligning goals between multi-channel event segments to the event’s overall objectives and vision
Multi-channel (Hybrid) Event Concepts
- Defining and differentiating in-person, virtual, and multi-channel events
- Understanding the general benefits and challenges of multi-channel events
Module 2 – Financial Understanding & Budget Management
Budget Strategy
- Explore differences in a hybrid event budget compared to a single-channel event
- Establish financial performance monitoring and controls
- Prepare realistic financial projections detailing performance expectations in revenue, expenditures, cash flow, and net margins
- Identify typical costs and budget line items required for virtual and hybrid events, including the virtual platform, staffing, audio-visual production, and technology
- Determine potential revenue streams for each event channel segment
- Discuss pricing strategies for both in-person and virtual participants
- Communicate costs and expectations with internal and external stakeholders
- Prepare a hybrid event budget for project execution and stakeholder approval
Module 3 – ROI & Measurement Strategy – Beyond Financial ROI
- Measure what matters to your stakeholders
- Identify ROI and measurement criteria for each audience
- ROI measurement methodologies and tools
- Establish KPI’s (key performance indicators)
- Segment ROI measurements and KPI’s by event channel
- Data collection and reporting requirements to measure ROI
- Explore data analysis tools and methodologies
- Quantify event success in business terms
- Report event results to key business leaders or stakeholders
Module 4 – Content & Engagement Design & Adult Learning Theory
- Establish a creative vision for program design in alignment with the event’s purpose, SMART goals, measurable objectives, and anticipated ROI
- Explore the art and science of learning and its effect on in-person and virtual event channels
- Examine adult learning theory & principles and how they inform content and engagement preferences
- Create audience and participant personas and establish a vision for the participant experience
- Apply learning theory to audience and learner personas and impacts for each event channel
- Perform a needs analysis to determine content and engagement plans for each channel segment based on event goals and objectives, attendee experience, and audience personas
- Develop strategies to connect and engage remote audiences with an in-person audience
- Incorporate audience communication, engagement, and experiences into the hybrid event strategy
- Describe how diverse values and culture can influence content and engagement design
- Learn how to build and sustain event communities
- Design programs while prioritizing participant wellbeing for both in-person and remote audiences
Module 5 – Event Marketing Strategy Development
- Review the foundations of marketing strategy and how they can be applied to marketing events to develop a marketing plan.
- Continue to explore how marketing for hybrid events differs from single-channel events.
- Determine the value proposition for each event channel’s audience persona and market segment and align to each channel’s market segment individually and collectively.
- Define the customer or participant value for each event channel and the best way to promote the event based on the value proposition.
- Establish a hybrid event pricing strategy and options while maintaining pricing integrity and value for each segment.
- Explore strategies to differentiate from competitive, free, and sub-par digital or hybrid event alternatives.
- Create revenue, ticketing, sponsorship, marketing, and advertising strategies for each segment.
- Develop a promotion and positioning strategy with clear product differentiation while avoiding confusion or competition between event channel segments.
- Identify and address perceived value inequities between digital and in-person channels at the same event.
- Create a marketing and communications plan for your event and each event channel, as appropriate.
Module 6 – Stakeholder Influence, Trust, Communication & Project Management
- Identify the event’s various stakeholders and their role with the event or organization, whether internal or external.
- Understand and apply elements of project management, including how to build a RACI and project management plan, and then align these tools to the event strategy.
- Examine the difference between change and transitions and the role of working through the three phases of transition on the outcomes for any change.
- Understand different types of change models.
- Review the importance of building trust with stakeholders up, down, and across the organization.
- Learn four influence skills to use in managing through change and transition.
- Identify some common stakeholder misunderstandings of the future of events, develop response strategies, and create alignment.
- Evaluate ways to align stakeholder expectations with new strategic approaches.
SPECIAL EVENT DESIGN CERTIFICATE COURSE
This course covers the fundamental principles of menu event design, including creating a design concept that achieves the client’s goals, meets their budget, and can be executed in the venue within the time allotted. Implement a wide range of elements into your next design concept, such as floral, furniture, lighting, branded accents, entertainment, technology, and others. Identify opportunities for creating custom fabrication pieces that can be unique focal points for guests, which helps to set yourself apart from others. By the end of this course, you will be able to evaluate a venue’s challenges and assets that you will incorporate into a design concept and how to ensure you can execute your vision within the time and space available.
Course Duration
20 CE Hours (to be finalized during the adaptation process with the instructional designer)
Target Audience
Event designers with a mind to produce an aesthetically pleasing special event that truly impresses seen-it-all attendees
Modes of Assessment
Knowledge check quizzes and a compulsory assessment consisting of MCQ, short answer questions, and case study.
Format
2-day in-person training
- Understand the fundamental principles of modern event design and how to create a design concept that achieves the client’s goals, meets their budget, and can be executed in the venue within the time allotted.
- Learn how to implement various elements into your design concept, including flowers, furniture, lighting, branded accents, entertainment, technology, and others.
- Identify opportunities for creating custom fabrication pieces that can be unique focal points for guests, which helps to set yourself apart from others.
- Learn how to evaluate a venue’s challenges and assets to be incorporated into a design concept and how to ensure you can execute your vision within the time and space available.
Topic 1 – Big Picture Concepts
- Defining event design
- Taking a holistic design approach
- Functional vs. aesthetic design
- Key pillars of design success
Topic 2 – Creativity & Inspiration
- Sources of inspiration
- Overcoming ‘designer’s block’
- Finding your personal voice
- Identifying the right clients for your style
Topic 3 – Designer’s Toolbox
- Hard, soft and live goods
- Lighting
- Graphics, patterns and textures
- Experience, entertainment and gifting
- Colors
- Resource directory
- Design & communication process
Topic 4 – Designing with Color
- Complementary colors and the color wheel
- Primary, secondary and tertiary colors
- Pairings and palettes
- Perception of color
- Communicating about color
- Using the Pantone Matching System (PMS)
Topic 5 – Flowers, Trees & Foliage
- Tyes of common flowers utilized, pros and cons
- Seasonality and other logistics
- Vases, urns and container options
- Working with plants and trees for aesthetic and functional use
Topic 6 – Centerpieces, Tabletop & Candles
- Linen options
- Chair options
- The tabletop real estate battle: décor vs. fo service
- Working with mirrors & other reflective surfaces
- Candles: natural & artificial
- Fire code issues with open flame
Topic 7 – Furniture & Fabrics
- Designing a seating enclave
- Feng Shui tips for furniture placement
- Working with light up pieces
Topic 8 – Focal Points
- Entrances
- Stages
- Check-in & escort card table
- Product displays
- Bars and buffets
- Ceremony locations
Topic 9 – Walls, Backdrops & Flooring
- Function uses: hiding areas, dividing a room, shrinking a space
- Aesthetic uses: highlighting key areas
- Pipe and drape
- Sculpted walls
- Stage backdrops
- Custom or branded flooring and carpeting
Topic 10 – Branding Overview & Corporate Events
- Gobos & projections
- Wait staff, coasters, napkins and other catering accents
- Coffee table books, pillows, framed photos & other furniture accents
- Social event branding
Topic 11 – Lighting
- The importance of lighting your décor
- Functional vs. aesthetic lighting
- Evaluating and utilizing natural light
- Renting chandeliers, lamps and other fixtures
- Tips for working with office lighting
- Up-lighting, washes, pin spotting and other techniques
- Working with LEDs
Topic 12 – Rigging, Installation & Venue Logistics
- Rigging basics
- Out of the box rigging solutions
- Avoiding any venue-related surprises on event day
- Hiding wires, jacks, and other evidence of the design ‘underbelly’
- Evaluating load-in & setup time requirements
- Evaluating load-in space restrictions
- Factoring in local fire code regulations
Topic 13 – Technology & Special Effects
- Projection mapping
- Integrating photo booths
- Integrating entertainment
- Balloon drops, confetti canons, and other dramatic elements
Topic 14 – Floor-planning & Room Layout
- Importance of a scaled floor-plan
- Items often not accounted for
- Demo on creating a 3D rendering
Topic 15 – Choosing an Event Place
- What challenges does the venue present
- What assets should be highlighted
- Functional considerations
- Rigging points, outlets, loading dock & freight elevator
- Verifying the venue’s measurements
- Tents
- From design to production
Topic 16 – Working With Your Vendors
- Where to source your supplies
- How to choose and test out a new vendor
- How to ensure your vendors meet your standards
- Negotiating, payment schedule, and insurance
Topic 17 – Client Connections
- Questions to ask
- Getting them to define success
- Understanding what “modern” or “classical” means to them
- Listening visually
- Getting a proper attendee profile
Topic 18 – Budgeting & Pricing
- Selling your vision
- How many concepts to present
- Inspiration boards & Pinterest
- Pricing out your designs