‘WalkAmong the Giants’

AAP:AMERICAN ACADEMY OF PEDIATRICS 2010 National Conference & Exhibition (NCE)—Oct. 2–5, San Francisco www.aapexperience.org

Since 2005, professional attendance at AAP’s annual conference has grown by 33 per- cent. The 2010 NCE attracted a record-breaking 12,000 attendees, including the organization’s largest-ever international contingent. “Every year, we see attendance going up,” said Adrienne Eiseman, CMP,manager of meeting services for AAP. “That is due to working with a wonderful management team that inspires innovation, and a strong partnership with our CME division that is also very open to innovation.”

staffed a booth to convert nonmembers to mem- bers, as part ofa new-membership marketing initiative. CSR. A new community-service project attracted 75 attendees who volunteered to revi- talize a dilapidated local park and playground. Better roomrates. “We sold over 20,000 room nights, an increase from last year of almost 4,000 room nights,” Eiseman said. “That was due to giving our attendees the most competitive rates, doing research into current marketing con- ditions, and renegotiating those contracts that had been signed years ago. Even a contract that was signed a year ago, we renegotiated.” Part ofthat research included looking at what rates that other groups meeting in San Francisco were commanding. More family events. “Several years ago, we started having a welcome reception and a children’s reception,” Eiseman said. “We also have an outstand- ing childcare service, so parents can drop their kids off while they attend ses- sions.” Unified marketing and theme. The initials “NCE”

Held at the Moscone Center in San Francisco,

The AAP conference was held in the North and South areas of the Moscone Center, in the heart of San Francisco’s downtown district. AAP’s general-session stage reflected less of that urban locale but nonethe- less tied into the region with its towering redwoods theme.

the 2010 NCE was innovative “in small things,” Eiseman said. She ticked off a few: Technology. An app enabled attendees to download info and materials for the conference to their handheld devices. Call center. The conference info booth added a customer-service hotline, so attendees with questions could pick up the phone at the booth and call on-site AAP staff directly rather than waiting in line. Staff members who were inti- mately familiar with the event worked the phones. Recruitment efforts. For the first time, AAP

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become part ofthe word “Experience” in AAP’s conference logo, to reinforce the benefit of attending. “That’s what we really try to give the attendees,” Eiseman said, “a really great experi- ence.” The general-session stage was decorated to tie into the destination’s John MuirWoods National Park, with images ofmajestic redwoods complementing the NCE’s tagline: “Children’s Health: Climbing to New Heights…Walk Among the Giants ofPediatrics.”—Michelle Russell

pcma convene January 2011

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