Success
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Designing the Model for the Future Convention

THE CLIENT

The Water Environment Federation is a not-for-profit technical and educational organization of 30,000 individual members and 75 affiliated Member Associations representing water quality professionals around the world.

Water Environment Federation logo.
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THE CHALLENGE

WEFTEC, the organization’s marquis tradeshow and educational event, was drawing about 20,000 attendees annually, but there wasn’t a shared vision for the future of this iconic industry convention between volunteer and staff leaders. Over the years, small incremental changes had been made to the experience, but the preferences and tastes of their audiences were evolving faster than they were. As a significant revenue stream, staff recognized the need for a thorough assessment and the development of a roadmap to refresh WEFTEC to ensure its future success and sustainability.

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MYB'S APPROACH

To establish perceptions and levels of satisfaction with the current event experience, MYB undertook a comprehensive research approach, uncovering specific needs and preferences of key audience segments which identified gaps and opportunities for elevating the event experience. Supplemented by actual observation of attendee behaviors at WEFTEC, we also gathered competitive intel from other events in the space to understand what if anything, they were doing better. Our process included facilitating a visioning workshop with key staff and volunteers to create alignment on a desired future state and goals. Leveraging extensive experience redesigning association meetings, we delivered a customized strategy and detailed plan that also included new positioning and refreshed marketing and messaging for the revitalized event.

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THE IMPACT

Staff and volunteers are all working together towards an exciting new vision for WEFTEC with a specific plan and set of priorities designed to transform the tradeshow and convention experience, and ensuring it remains THE event for the industry well into the future.

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