Convention Sponsorship & Event Development:
The Special Event
2000 – 2004
Overview:The annual special event industry worldwide convention was looking to revamp their sponsorship approach and grow the events at the show to a new level of WOW and return. Wiersma joined the team for five years with a contract as Director of Events and Sponsorships. In the five years, Betsy:
- Developed the Leadership Lunch for industry CEOs to hear trends, share data and insights.
- Created the Hands On Hundred work/study program for 100 industry newcomers to go “behind the scenes” to learn about the Show and its event production while supporting the production as volunteers. The Hands On Hundred Program was a sell out every year and produced $50,000 of new show revenue.
- Systemized the sponsorship strategy and levels of recognition. Through this organization and management the revenue grew from $300,000 to over $3.5 million in the five years.
- Orchestrated the Opening and Closing General Sessions and six other social events showcasing the industry’s best resources including the management of 20 volunteer committee chairmen.
- Conducted all
site visits, volunteer and committee training, local industry outreach
and the writing/production of all collaterals
for the events.
Results
The five years of Betsy’s involvement produced sold-out social events and record-breaking revenues. “Graduates” from the Hands On Hundred secured great industry jobs. Feedback from the attendees was consistently great!
From the Client Sarah Ruhl, Conference & Events Director, The Special Event:
“Betsy has made vast contributions to the Special Event in her five years as Director of Events and Sponsorships. She is an incredible educator, promoter and motivator and one of the industry’s most outstanding representatives. We have been wore than fortunate to work with her.”
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