Event Model Descriptions and Assessment

Peter MontgomeryTom Duerr8 January 2012

Outline

• Event value objectives· test

• Event design parameters• Models and value assessment

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Event Objectives

• General objective: Maximize Event utility to the aerospace community· Share challenges and discuss potential solutions· Disseminate knowledge· Network “360”· Mentor the next generation· Provide integrated context across specialties and

domains· Enable AIAA member benefits and services that are not

self-supporting (e.g., STEM, Professional Education, Public Policy)

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Event Objectives (cont’d)

• Specific assessed objective: Maximize satisfaction of Event participants· Professionals· Corporate and government representatives· AIAA volunteer organizers

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Specific Objectives: Value Attribute Decomposition

Value Attribute DefinitionPROFESSIONAL MEMBERSTechnical content (sessions, papers)

Quantity and quality of papers presented per conference

Keynote speakers and plenary sessions

Seniority/authority of speakers

Special sessions (i.e., panel discussions)

Quantity and quality of panels, distinction of invited panelists, current relevance of topics

Exhibits Match with technical topics and attendee interestsEvent locations/destinations

Availability of transportation (to destination and mass transit at destination), entertainment, tours, family activities, cost of hotel/food

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Specific Objectives: Value Attribute Decomposition

Value Attribute DefinitionPROFESSIONAL MEMBERS (cont’d)Social/networking events with other attendees

Quantity and quality of networking opportunities

Mix of attendees Students to senior professionals, researchers to program managers

Relevance to my professional life

Growth potential into new areas; event relevance as a whole to attendee; attendee’s ease of "selling" need to attend; right mixture of above attributes that are applicable to my job

Parallelism vs conference length

Balance no. of parallel sessions against conference length; 3-4 days preferred i.a.w. survey

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Specific Objectives: Value Attribute Decomposition

Value Attribute DefinitionCORPORATE/GOVERNMENT MEMBERSConduct business Opportunities to meet privately to buy or sellMeet customers Opportunities to meet privately with customersNetwork with peers Opportunities to meet socially with peers from industry

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Specific Objectives: Value Attribute Decomposition

Value Attribute DefinitionTC/PC MEMBERS Control over content Call for papers, no. of paper and panel sessions,

qualityControl over venue Time of year, region, city, hotelIdentification with conference

Sense of community among peers; recognition for contributions to conference; recognition at awards; working group level social/networking opportunities

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15 value attributes derived from member survey and voiced concerns

Event Design Parameters

• Organization· Duration· Parallel sessions

• Content· Technical scope· Special sessions· Plenary speakers· Exhibits

• Venue• Social· Awards· Meals· Receptions

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Event “models” integrate all design parameters to maximize objectives

Alternative Event Models Assessed to DateName Description

Current •Current portfolio with minor change, e.g., some co-locationConsolidated •Current larger events (ASM, Fluids, JPC, Space, GNC, SDM)

with Aviation and Defense as centers of gravity for consolidating smaller conferences

•Augment with systems development/integration elementsIntegrated •Comprehensive, domain-focused events providing integrated

content •~4 events spread over the year: R&D, Aviation, Space, and Defense

Unified •Multi-domain, unified events split along R&D and SEIT•One big event for R&D (winter) and one for SEIT/programs (summer) and a smaller Defense conference

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Alternative Event Models Assessed to Date

Name DescriptionQuarterly Quarterly conferences, each one with the same scopeSemi-annual

Two big conferences, each with each with the same scope, plus a classified conference

Annual One annual convention with a series of smaller regional conferences

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Eliminated by inspection as inferior to one or more other alternatives

Model Assessment Quad Chart Template

Issues•Most significant problems with event model

Benefits•Primary potential gains with the event model

Description•Principal features of event model

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Value Assessment

“Current” reference score = 0ProfessionalCorporate / GovernmentOrganizers

Scores relative to “Current” which is assigned “zero”

Score evaluated for each value attributeScore ranges from “strongly

supports” (+2) to “strongly opposes” (-2) the value attribute

Column colors denote stakeholder groups

Assessment: “Consolidated” Event Model

Issues•Continued internal competition for keynote and panel speakers, exhibitors•Limited leverage to grow appeal to currently underserved industry segments•Potentially higher venue costs per event

Benefits•Easy migration path from current portfolio•Somewhat improved professional and corporate satisfaction•Potential reduction in portfolio costs due to fewer conferences

Description•Current larger events (ASM, Fluids, JPC, Space, GNC, SSDM) with Aviation and Defense as centers of gravity for consolidating smaller conferences•Augment with systems development/integration elements

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Structure and Notional Schedule: Consolidated

Jan Feb Mar Apr May…

ASM Defense•Strat/Tac•Missiles•WSE

SSDM•SSDM•Adaptive Struct.

•NDA•Gossamer•MDO

Fluids•AMT/GT•AA•ASE•Flow Cont•Fluid Dynamics•PDL•Thermophysics•Aeroacoustics•ICES

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Anchor for Annual Gala to be determined

Structure and Notional Schedule: Consolidated

…Jun Jul Aug Sep GFY Q1

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JPC•JPC•IECEC•Hypersonics

Space•Space•ICSSC•CASE

Aviation•ATIO•LT Air•Balloons•Pwrd Lift•ADS•AC noise•GNC

•AFM•M&S•Astrodyn•InfoTech•CASE

Survey shows 1st qtr of gov’t FY poor time

for many members

Alternate years

Consolidated model offers flexibility for packaging and scheduling the Event portfolio

Assessment: Consolidated Event Model

Description•Current larger events (ASM, Fluids, JPC, Space, GNC, SSDM) with Aviation and Defense as centers of gravity for consolidating smaller conferences•Augment with systems development/integration elements

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Value Assessment

ProfessionalCorporate / GovernmentOrganizers

“Current” reference score = 0

Assessment: “Integrated” Event Model

Issues•Must manage to avoid conflicting, parallel sessions•Higher cost for larger venues

Benefits•The “must attend” events in each domain•Excellent draw for VIPs and exhibitors•Growth potential within each Event without need for new conferences

Description•Comprehensive, domain-focused Events providing integrated content •~4 Events spread over the year: R&D, Aviation, Space, and Defense

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Structure and Notional Schedule: Integrated

Jan Feb Mar Apr May…

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Anchor for Annual Gala to be determined

R&D Event•SSDM•Adaptive Struct.•NDA•Gossamer•MDO•InfoTech•AMT/GT•AA•ASE

•JPC•IECEC•Hypersonics•Flow Cont•Fluid Dynamics•PDL•Thermophysics•Aeroacoustics•ICES

Defense•Strat/Tac•Missiles•WSE

Structure and Notional Schedule: Integrated

…May Jun Jul Aug Sep GFY Q1

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Survey shows 1st qtr of gov’t FY poor time

for many members

Alternate years

Space•Space•ICSSC•CASE

Aviation•ATIO•LT Air•Balloons•Pwrd Lift•ADS•AC noise

•GNC•AFM•M&S•Astrodyn•CASE

Integrated model provides flagship Events spread over the year

Assessment: Integrated Event Model

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Value Assessment

Professional MembersCorporate / GovernmentOrganizers

“Current” reference score = 0

Assessment: “Unified” Event Model

Issues•Potentially excessive duration and parallelism•Potentially too few opportunities for member interactions•Exhibitor uncertainty over target market•Lack of control by TCs/PCs over venue

Benefits•The “must attend” AIAA events•Potential for more creative social and networking activities•Content growth and flexibility

Description•Multi-domain, unified events split along R&D and SEIT•One big event for R&D (winter) and one for SEIT/programs (summer) and a smaller Defense conference

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Structure and Notional Schedule: Unified

Aerospace Technology & Science Meeting

Aerospace Systems Meeting

•Space•ICSSC•ATIO•LT Air•Balloons•Pwrd Lift•ADS

Anchor for Annual Gala

Jan Feb Mar Apr May Jun Jul Aug Sep GFY Q1

Survey shows 1st

qtr of gov’t FY poor time for many members

Defense•Strat/Tac•Missiles•WSE

•ASM•SSDM•Adaptive Struct.•NDA•Gossamer•MDO•InfoTech•AMT/GT•AA

•ASE•JPC•IECEC•Hypersonics•Flow Cont•Fluid Dynamics•PDL•ThermoPhysics•Aeroacoustics•ICES

Unified model maximizes return on investment for participants

•AC noise•GNC•AFM•M&S•Astrodyn•CASE

Assessment: Unified Event Model

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Value Assessment

Professional MembersCorporate / GovernmentOrganizers

“Current” reference score = 0

Assessment: Value Comparison

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Professional Members Corp / Gov’t

Organizers

• All Event models assessed to improve Professional Member and Corp / Gov’t satisfaction over Current portfolio

• Integrated Model provided greatest Professional and Corp / Gov’t benefit with limited risk to Organizer satisfaction

Organizer satisfaction identified as principal transformation issue