WorldatWork

17 August 2008Helen van Oers

Director of Asia Pacific DevelopmentMCI Asia Pacific (Singapore, India)

The Total Rewards Association

European / Asia Pacific Total Rewards Conferences

Contents1. Background

2. Objective

3. Challenges

4. Business Opportunity

5. Goals

6. Approach

7. Results

8. Take away

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Background

WorldatWork is the world’s largest leading not-for-profit association dedicated to knowledge leadership in compensation, benefits and total rewards.

Focus on HR disciplines associated with attracting, retaining and motivating employees

Founded in 1955

Membership of 30,000 over 75 countries

Community consists of 3 affiliated HR societies, 3 academic partnerships and 75 local Networks

Provides education programs, conferences, certification, networking opportunities, monthly magazine, online information resources, publications, research and surveys

26.3 million US$ revenue in 2007

Objective

WorldatWork’s 2005 NA conference was attended by 200 international delegates. This lead to the initiative to expand into a European, and later an Asia Pacific Conference

Raise awareness of WorldatWork in Europe and Asia Pacific

Establish brand recognition outside of North America.

Position WorldatWork as a global player and objective knowledge provider

Continue Membership growth outside of North America

More clearly identify human resources issues in Europe and Asia

Challenges

First venture outside North America

Total Rewards a relatively new concept in Europe and Asia

Low membership constituency outside North America

Few existing partnerships

Short lead time for first event (7 months ahead for 2006 European conference)

High-end registration fees for Asia

Asia geographically dispersed

Break-even target

Business Opportunity

Raise awareness of WorldatWork in Europe and Asia

Establish leading position as knowledge provider

Develop brand as point of reference for HR professionals

Continue international conferences annually

Grow membership internationally

Increase customer base for certification and other products/services

Goals

Europe 06 -> 100 delegates

Europe 07 -> 250 delegates

Asia Pacific 07 -> 200 delegates

Financially break-even outcome

Target Audience; Senior level human resources professionals

Approach

Regionally recognized key-note speakers

- Europeans in Europe

- Westerners with Asian profile in Asia

Coincide certification programmes

Tailored marketing strategy and execution

- Programme fine tuning

- Design and composition of promotional materials

- Database compilation

Partnerships for 3rd party marketing

Sponsorship strategy

Web site

Results

Attendance Targets Goal Result Success

Europe 2006 Attendance 100 173 173 %

Sponsorship 80K US$ 100K US$ 125 %

Financial Exceeded Net Revenue Budget

Europe 2007 Attendance 250 176 70%

Sponsorship 80K US$ 100K US$ 125 %

Financial Shortfall in Net Revenue Budget

Asia Pacific 2007 Attendance 200 219 110 %

Sponsorship 75K US$ 90K US$ 120 %

Financial Exceeded Net Revenue Budget

Over estimated

Results

International Membership increased with 30% since 2006

41% growth in non-US Certification (GRP) over 2006/07

Level and profile of attendees at par with membership stituancy

Raise in awareness of WorldatWork as trusted source of information

Ongoing increase of brand recognition, establishing the association as a point of reference for HR professionals

Enhanced recognition as knowledge provider (especially Asia Pacific)

Strengthen the non-competitive position

Foundation for further partnership development

Take away

The ROI of internationally development cannot only be financial, but should be seen in a broader scope of development leading to returns on the long run

Engage in a strategic research / feasibility study to capture market size and needs

Form regional committee for programme input and to function as local multipliers

Adapt programme as per the respective point in the knowledge life cycle

Invest time and allow resources in building 3rd party relationships

Allow for local adaptations in price, programme structure, speaker selection and networking opportunities

THANK YOU !

www.mci-group.comMCI – Mumbai Office

401 Everest Classic390 V.P. (Linking) Road

Khar (W), Mumbai 400 052, IndiaPhone: + 91 22 6710 1183

Fax: +91 22 6710 1184Email: helen.vanoers@mci-group.com