2009 MC&IT National Business Plan :2009 MC&IT National Business Plan


Strategy :Strategy Position Canadian meeting and incentive destinations as a quality alternative to the U.S. and overseas competitors Incorporate Canada brand messaging focused on Canada’s unique MC&IT attributes Create in-market partner opportunities through the MC&IT’s fully-integrated business plan Leverage relationships with national industry organizations Create synergies with the CTC Leisure Marketing Program Leverage the 2010 Winter Olympics


Objectives :Objectives Increase incremental meetings and incentive business to Canada from the U.S. Continue to cultivate sustainable demand for Canada as a first-tier meetings, conventions and incentive travel destination through multi-year national strategic partnerships and “Canada First” national tradeshows Create qualified business leads and platforms to create new business development


2009 National Business Plan :2009 National Business Plan TIER ONE – NATIONAL INITIATIVES ASAE ASAE & THE CENTER’S INVITATIONAL FORUM EXPERIENT FICP MPI PCMA TARGET MARKETING SITES/FAMS NATIONAL TRADE SHOWS


2009 National Business Plan :2009 National Business Plan TIER TWO – REGIONAL INITIATIVES DIRECT SOLICITATION IN-MARKET PROMOTIONS (CTC) IN-MARKET ACTIVITIES (PARTNER)


ASAE and The Center for Association Leadership – International Mega Platform :ASAE and The Center for Association Leadership – International Mega Platform New for 2009 Moving from M&E to Int’l Mega Platform, providing access to senior level association executives and key decision makers within: o   Association Management Company o   Healthcare o   International o   CAE & Fellows


ASAE and The Center for Association Leadership – International Mega Platform :ASAE and The Center for Association Leadership – International Mega Platform The NEW mega platform is shared with Detroit & Baltimore. However, CTC & partners have exclusivity & sole promotional rights through the International Propriety Rights developed specifically for Canada, including: Associations Make A Better World Award Int’l Luncheon Sponsorship Int’l Reception – Annual Meeting Healthcare Reception – Annual Meeting


ASAE and The Center for Association Leadership – International Mega Platform :ASAE and The Center for Association Leadership – International Mega Platform Increase in Activation Dollars Ava Sones will host a partner meeting in Fall 2008 to discuss 2009 program activation opportunities. Advertising Credit Each partner will receive a $10,000USD ad credit. Additional Benefits: One complimentary ASAE membership per partner Partner participation at Great Ideas Roundtable and Focus Group in Washington


ASAE and The Center for Association Leadership – International Mega Platform :ASAE and The Center for Association Leadership – International Mega Platform Event Registrations o   Two registrations at Summit Awards Dinner o   Five registrations at Food & Wine Classic o One registration at Annual Meeting, Springtime, Great Ideas Conference and *Healthcare Conference o GW Network Reception *new in 2009


ASAE 2009 Program Cost: :ASAE 2009 Program Cost: Program: ASAE Cost per Partner: $50,000USD In-kind Value: $120,000USD Available to: Everyone Minimum # of Partners: 4 Maximum # of Partners: 6 Execution Date: Year-round Location: U.S. & Canada Partner Commitment Deadline: Oct. 31/08


ASAE and The Center’s 2009 Invitational Forum :ASAE and The Center’s 2009 Invitational Forum This is exclusive four-year leadership, educational and networking program is geared to senior-level association execs in the U.S. and Canada. Due to success of the first four-year program, it has been carried over for another four years: 2009 – Montreal 2010 – Halifax 2011 – Toronto 2012 – Vancouver


ASAE & The Center 2009 Invitational Forum Program Cost: :ASAE & The Center 2009 Invitational Forum Program Cost: Program: Invitational Forum Cost per Partner: *$21,000USD ASAE Value-Add: $80,000USD # of Confirmed Partners: **4 Execution Date: June 18 - 19, 2009 Location: Hyatt Regency Montréal (QC) * Plus hosting activation. **Program sold-out.


Experient National Program :Experient National Program EnVision Kansas City, MO March 3 – 5, 2009 Two days and nights of networking for partners with 250 - 300 Experient leadership and buyer staff Complimentary double tradeshow exhibit booth (two partners per booth) Exclusive Luncheon Partnership with up to 20 minutes podium time


Experient National Program :Experient National Program E4 Gaylord National, Washington, DC August 2009 E4 is an opportunity for a maximum of 50 Experient vendor partners to network with up to 200 Experient clients and 100 Experient account management and leadership. One complimentary registration per partner


Experient National Program :Experient National Program Advertising One full-page 4C ad per partner per year in Meeting Mentor (circ. 10,000+) Unlimited additional ad space available to CTC partners at 20% discount rate


Experient Sales Network :Experient Sales Network Encounter Opportunity to bid on hosting rights ESN has 50+ U.S. business development specialists geared to generate new business opportunities Encounter offers continuing education by exploring new destinations, expanding sales & industry knowledge and providing for peer networking (approx. 75 AE’s attend) CTC will offer complimentary air (maximum number of tickets TBD)


Experient 2009 Program Cost: :Experient 2009 Program Cost: Program: Experient Cost per Partner: *$15,000USD In-kind Value: $34,520USD Available to: Open Minimum # of Partners: 6 Maximum # of Partners: 8 Execution Date: Year-round Location: U.S. & Canada Partner Commitment Deadline: Oct. 31/08 *Based on eight partners; CTC currently working with Experient to enhance program at no or minimal cost.


FICP National Program :FICP National Program Annual Conference- November 15 – 19, 2009 – Sheraton Centre Hotel, Toronto, ON One registration per partner Opportunity to host meal function with onstage recognition and speaking opportunities Enhanced marketing recognition Invitation to VIP reception in President’s Suite Hosting rights for private hospitality suite at Signature event


FICP National Program :FICP National Program Education Conference - June 2009 – The Broadmoor, Colorado Springs, CO - One registration per partner at 50% off retail cost Opportunity to host meal function with onstage recognition and speaking opportunities Enhanced marketing recognition Ability to bid on future Education Programs via Request for Proposal


FICP Core Program Benefits: :FICP Core Program Benefits: CTC to create two ads featuring Canadian partners in two issues of Financial & Insurance Meetings magazine, to coincide with Education and Annual Conferences Focus group of FICP members (results shared with partners) CTC displayed on homepage with link to partner webpage Monthly recognition in e-newsletter Co-sponsor of an FICP Webinar and up to 2x usage of the FICP Mailing List


FICP 2009 Program Cost: :FICP 2009 Program Cost: Program: FICP Cost per Partner: $17,000USD In-Kind Value: $107,150USD Available to: CVB’s Minimum # of Partners: 5 Maximum # of Partners: 7 Execution Date: Year-round Location: U.S. & Canada Partner Commitment Deadline: Oct. 31/08


Meeting Professionals Int’l: :Meeting Professionals Int’l: Year-long logo presence in print and electronic media One complimentary MPI registration per partner Opportunity to bid on MPI RPF’s Two rotating banner ads per partner One full page ad in One+ per partner One time access to customized MPI member list


MPI Conference Participation: :MPI Conference Participation: In 2009, the program has been expanded to attract a global audience: Recognition as a Global Partner in print and electronic promotions One complimentary registration One complimentary list rental per conference


MPI 2009 Global Conferences: :MPI 2009 Global Conferences: Meet Different (formerly MPI PEC) - February 7 – 10, 2009 – Atlanta, GA European Meetings & Events Conference – March 1 – 3, 2009 – Torino, Italy Gulf Meetings & Events Conference – March 28 – 29, 2009 - Abu Dhabi World Education Congress – July 11 – 14, 2009 – Salt Lake City, UT Asian Meetings & Events Conference – October 24 – 25, 2009 - Singapore


MPI “My MPI” :MPI “My MPI” In lieu of continued participation in the Chapter Leadership Forum, the CTC and its partners will be the primary partner in My MPI: Conference and orientation session that hosts up to 400 delegates (60% planners/40% partners) Program takes place on Sunday morning, prior to Opening General Session Available to the CTC and its partners at either Meet Different or World Education Congress


MPI “My MPI” :MPI “My MPI” Ten-minute podium time and other enhanced marketing benefits Exclusive host of one of the MPI’s Community Receptions at WEC Complimentary upgrade to premium booth placement at WEC


MPI European Meetings and Events Conference :MPI European Meetings and Events Conference Exclusive partner of “Open Space” General Session Recognition in all global marketing materials One complimentary registration per partner European Focus Group Media Appointments/Interviews Two, one-page ads in the newly launched European Digest (CTC to create ads featuring participating partners)


MPI Meeting Without Borders :MPI Meeting Without Borders Program will take place in two to four select U.S. cities Canada is one of four founding partners (Australia, Scotland, Singapore) One-day workshops offer targeted education to event planners who host events outside the U.S. One complimentary registration to each program, attendee lists


MPI Program Cost: :MPI Program Cost: Program: MPI Cost per Partner: $27,000USD In-Kind Value: $90,000USD Available to: Open Minimum # of Partners: 5 Maximum # of Partners: 6 Execution Date: Year-round Location: Global Partner Commitment Deadline: October 31/08


PCMA – Annual Meeting :PCMA – Annual Meeting New Orleans – January 11 – 14, 2009 Annual meeting registration at 50% off per partner Enhanced marketing benefits CTC to represent partners at One on One - Partners & Planners Program (up to 12 meetings during conference) One President's & Chairman’s Reception invitation per partner One-time use of pre- & post- Annual Meeting planner registration lists (CTC only)


PCMA – Annual Meeting :PCMA – Annual Meeting Executive Edge One – Executive Leadership Programming - Saturday, January 10 or Sunday, January 11, 2009 New: Program will be offered on two days (same program) Have partnered with Harvard Business School One complimentary registration per partner Enhanced marketing benefits, attendee list


PCMA – Leadership Conference :PCMA – Leadership Conference June 2009 – location TBD - An education and networking event designed to advance leadership skills One complimentary registration per partner One-time use of pre- and post-attendee list Enhanced marketing benefits


PCMA Executive Edge Two :PCMA Executive Edge Two Fall 2009 – Chicago, IL - PCMA is reviewing the best options for EE2 including the appropriate business school alignment Two comp registrations per partner Partner recognition in all conference materials, on-site collateral distribution, attendee lists


PCMA National Program :PCMA National Program Advertising Three one-page ads per partner in Convene CTC and partner logos in Partner Recognition ad 12X per year One-page editorial feature on Canada (as approved and written by Convene) – August 2009


PCMA 2009 Program Cost: :PCMA 2009 Program Cost: Program: PCMA Cost per Partner: $25,000USD In-kind Value: $284,200USD Available to: Open Minimum # of Partners: 5 Maximum # of Partners: 7 Execution Date: Year-round Location: U.S. & Canada Partner Commitment Date: October 31/08


Target Marketing Program :Target Marketing Program Affords partners the opportunity to partner with CTC on U.S. MC&IT initiatives Proposal must enhance MC&IT Business Plan Partner must demonstrate a commitment to participate in core MC&IT National Program Ratio target for partner to CTC funding is 3:1 Partners must submit a fully-integrated proposal to the CTC that outlines: direct sales initiatives touch marketing activities advertising and/or direct mail, e-marketing elements U.S. in-market or in-Canada event/s


Target Marketing Program :Target Marketing Program Funding is not available for destination-centric expenses such as destination guide printing, video production, administration… Program must detail objectives, metrics, goals and targeted ROI The Canada brand must be fully integrated throughout message and creative If requests exceed resources, proposal funding may be weighted to consider previous historical CTC program support Program Deadline: January 15, 2009


Familiarization Trips :Familiarization Trips CTC finances air for qualified clients to site a destination on a fam trip Request in writing three months prior to trip Priority given to CVB’s, max two fams per CVB, per year One fam per year for individual property CTC reserves the right to limit the number of tickets/fam Subject to approval by Regional Sales Director (client list) before invitation is extended Completed CTC Air Request Form with profile (submit no less than four weeks prior to trip, with approval from Sales Director to usoperations@ctc-cct.ca (CTC Washington) Spouse/guest air is not included, nor is airfare for US-based partner No open jaw flights


Site Inspections :Site Inspections CTC finances air for site inspections based on: Completed CTC Air Request Form with customer profile/contact - Specific program in mind for destination Minimum 100 rooms peak night to qualify Subject to approval by Regional CTC Sales Director Ensure client has not been to same destination within a 24-month period Four weeks advance notice for air No spouse or guest air provided One ticket for 100-999 rooms peak, extra ticket for anything greater No open-jaw air tickets provided


National Tradeshows :National Tradeshows MPI Meet Different, February 7–10, 2009 - Atlanta MPI – WEC, July 11–14, 2009 - Salt Lake City ASAE Annual – August 15-18, 2009 – Toronto IT&ME, September 29-October 1, 2009 – Chicago IAEE, December 8 – 10, 2009 – Atlanta


Future Events to Canada :Future Events to Canada Trailblazers, July 17–20, 2009 - Fairmont Royal York, Toronto ASAE Annual, August 15–18, 2009 - Toronto FICP Annual Conference, November 15, 2009 - Sheraton Centre Toronto MPI – WEC, July 24–27, 2010 – Vancouver CESSE Annual Meeting, July 19-22, 2011- Vancouver


THANK YOU! :THANK YOU! For your continued support of the U.S. MC&IT National Program!