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The Counterintuitive Know Your Program Audience

The Counterintuitive Know Your Program Audience. Mark Schofield NFPA November 15 , 2007. NFPA: The Authority on Fire, Electrical, and Building Safety.

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The Counterintuitive Know Your Program Audience

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  1. The CounterintuitiveKnow Your Program Audience Mark Schofield NFPA November 15, 2007

  2. NFPA: The Authority on Fire, Electrical, and Building Safety. • The mission of the nonprofit NFPA is to reduce the worldwide burden of fire and other hazards on the quality of life by providing and advocating consensus codes and standards, research, training and education. • NFPA serves as the leading advocate of fire prevention and is an authoritative source on public safety. NFPA's 300 codes and standards influence every building in the U.S.

  3. NFPA Educational Products • Open Registration Seminars • Contract Seminars • World Safety Conference • Video • On-line Learning

  4. Fire Alarm Seminars

  5. What a business, many come back every third year! The Counterintuitive?

  6. Project Manager • Role - Manager of engineers, technicians • Need - Understanding of major codes & how they interact • Domain Expert • Role – The Specialist, Resource to engineers, Internal Consultant • Need – “Competency” • Designer • Role – Puts in on paper…accurately • Need – Ensure Compliance…quickly, Produce! Billable Hours • “Auditor “ (POSH) • Role – Confirms Compliance • Need – Confidence!

  7. How Segment Needs Influenced Open Registration Seminars • Increased schedule for Designer; more deluxe for Project Managers • Las Vegas and Omaha / Continental Breakfast • Added more checklists and job aids for Auditors (“Tools” to confirm compliance) • And, realized that the Domain Experts only went to the Conference

  8. What a business, they have to come back every third year! The Counterintuitive… …”they” are “thems” …some will do much more

  9. What a business, they have to come back every third year! The Counterintuitive side note… …Seminar attendees do not attend the conference and vice-versa

  10. Life Safety Code Programs Plans Review

  11. Lower the price, they’ll come by the dozens! The Counterintuitive?

  12. Low Price Seminar Test • Test: create a financially viable seminar model below the $200 per day threshold, to reach the segment of our audience that has “proven” to be price sensitive. • Background: When subsidized by a Grant, average attendance in the NFPA 1600 seminar was 65, without the subsidy it averaged 18

  13. Low Price Seminar Model Non-code seminars  • NFPA 1600 • Emergency Evacuation Workshop • Facility Safety • 1-day of Management and Prevention • 1-day of Maintenance & Protection

  14. Lower the price, they’ll come by the dozens! The Counterintuitive… …The “offer” and the “Sponsor” have far greater influence than price

  15. Just my opinion, but you are wasting money on a 32 page brochure… The Counterintuitive?

  16. Conventional wisdom 8 Page 32 Page ASAE = 64 Pages in 2004 Exhibitor Show = 52 Pages in 2004 MacWorld = 28 Pages in 2005

  17. Potential Cost Savings (8 Page) Printing $22,000 Postage $5,000 Design $3,000 Strong relationship with NFPA Dedicated to the Industry Networking with peers Magazine, Web, Email… Contingency plan if needed Background Information 8 Page

  18. The Test • 32-page brochure mailed to 190K, subsequent mailings sent to smaller targeted audiences within that list. • 8-page brochure – nth select of 10K Consistent across all lists and mail drops to insure integrity

  19. 32-Page * 8-Page List Name Response Rates Response Rates In-House Names 1.64% 2.85% Previous Attendees 2.39% 5.68% Outside Lists .36% .92% Rental Tests .16% .82% Rental Continuations .16% .43% Average 1% 1.92% The Results

  20. Action Steps/Results • 2006 & 2007 NFPA conference brochure was 12-pages (Pre-conference) • Website / Email / Advertisements / Calendar Listings / Etc… • Saved $30,000 • Exceeded attendance target!

  21. Just my opinion, but you are wasting money on a 32 page brochure The Counterintuitive… …Don’t confuse me?

  22. I don’t want to share… The Counterintuitive?

  23. Background Joint Commission on Hospital Accreditation (JCAHO) requires use of NFPA’s “Life Safety Code” • NFPA decides to test a 3-day “Health Care Life Safety Code” seminar, then… • JCAHO approaches NFPA to jointly hold 3-day “Health Care Life Safety Code” seminar

  24. NFPA’s Seminar Results • Boston 13 Attendees • Baltimore 16 Attendees • Orlando 22 Attendees

  25. Shared Seminar Results • Boston 13 Attendees • Baltimore 16 Attendees • Orlando 22 Attendees Boston 68 Attendees Chicago 76 Attendees Orlando 79 Attendees

  26. I don’t want to share… The Counterintuitive… …The sum is greater than the parts

  27. An Amazing Selection of Unbelievably Priced Seminars! The Counterintuitive?

  28. Earn valuable CEUs • Interact with nationally recognized instructors • Protect lives and property • Stay up-to-date with evolving fire protection and safety standards

  29. Brand Statements • “There are 300 Fire Codes. And one reliable source to help you sort through them.” • “Fire protection and safety standards are constantly evolving. NFPA gives you the most up-to-date information.” • “Fire protection and Safety requires extensive knowledge in hundreds of areas. NFPA brings you experts in all of them.”

  30. An Amazing Selection of Unbelievably Priced Seminars! The Counterintuitive! …not our spin, but their perceptions

  31. More Counterintuitive?

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