Essentials to Hosting Successful Training Events · • Utah Area: $20 for monthly, $239-$279 for 2...

© 2015 Association of Certified Fraud Examiners, Inc.

Essentials to Hosting

Successful Training Events

Carmen Wiechers, CFE President – Vancouver Canada ACFE Chapter

[email protected]


WHY HOST TRAINING EVENTS?

Membership Outreach and Retention

Keeps Chapter Current and Relevant

Revenue Maker for Chapter


WHY HOST TRAINING EVENTS?

Professional Development

Membership education in fraud detection and

deterrence

CPE Points Maintenance

Promotes ACFE and the CFE Designation

Source of Training and Knowledge for

Industry Professionals


THE 6 ESSENTIALS

1. Type of Event

2. Venue

3. Sponsors

4. Speakers

5. Marketing

6. Registration & Feedback


EVENT TYPE


1. EVENT TYPE

Make a decision on the type of event you

want to host:

Multi Day

Full Day

Half Day

Luncheon

Each of the above would determine

Intricacy

Cost

Venue

Number of Speakers


1. EVENT TYPE

Examples:

Vancouver Chapter hosts

• Semi annual half training days

• 85-100 attendees

• 3 CPE Hours

• 3 Speaker Spots

• $60-$80


1. EVENT TYPE

Examples:

Vancouver Chapter hosts

• 1 hour luncheons

• 50-60 attendees

• 1 CPE Hour

• 1 Speaker

• $40-$50


Maryland Chapter

• 525 attendees

• $295 – $395

• 16 CPE hrs.

• 21 volunteers

• 680 attendees

• $275-$375

• 16 CPE hrs.

• 10 Volunteers

Central Ohio Chapter

Annual 2 Day Conference


EVENT FREQUENCY

How many events will you want to host in the

year?

Vancouver: 4 One hour Luncheons & 2 Semi

Annual Half Days

Philadelphia: 1 Full Day & 4 Two hour Breakfast

New Mexico: 1 Full Day & 9 One Hour Luncheon

Central Indiana: 1 Two Day & 3 Quarterly

Tallahassee: 1 Half Day & 6 One hour

Turkey: 4 three hour


EVENT FREQUENCY

Timing: Are there other major industry

training that would conflict with your event?

Planning: Schedule events 3 to 6 months in

advance

membership can schedule & plan ahead

Speakers selected and attained

Venues booked


EVENT COST

What is your pricing structure?

By CPE Hour?

• El Paso charges $25

• New Hampshire charges $15

By Length of Event?

• Utah Area: $20 for monthly, $239-$279 for 2 day seminar

• Saskatchewan: $30 for luncheons, $400 for seminars

• Tanzania: $750 - $1000

• Boston: $100 for all day, $30 -$35 for meetings

• Heartland: $195 for annual,$15-$20 for meetings


EVENT COST

What affects your pricing structure?

Venue Rental

Catering

Insurance

Paid Speakers/Speaker related costs (hotel, travel etc.)

Seminar Materials


EVENT COST

Seminar Materials

Printed Handouts

$500-$750 for 100

units


EVENT COST

Seminar Materials

USB Thumb Drives

• $565 for 100 units (4 GB)


EVENT COST

Seminar Materials

Name Tags

• $2/ attendee


EVENT COST

Seminar Materials

Notebooks/Notepads

Sponsored Materials

Pens

Key chains

Mugs

Etc.


VENUE


VENUE

Type of Venue

Auditorium Style

Conference Style

Breakfast/Luncheon Style

High End

Economical

Central Location

Destination Location


VENUE

What type of venue do you use? Do you use

different venues? • Milwaukee: One set venue, changes might reduce

attendance as members used to the location

• Des Moines, IA: Rotate among chapter member

companies

• Greater St. Louis Area: Preselected restaurant or local

CPA firm sponsors free seminar room

• India: They have several venues and choose them based

on availability

• Saskatchewan: Local hotels


VENUE

What criteria do you use to select your venue? • New Hampshire: Location, proximity, cost

• Liberia: Accessibility, cost, proper sanitation

• Lehigh Valley: Capacity (Anticipated attendance)

• South Africa: Input from members in the region

• Philippines: Cost and accessibility

• Austin: Proximity, free parking, low cost catering but with

good quality, capacity

• Poland: Rental cost and capacity


VENUE

What criteria do you use to select your venue? • New Hampshire: Location, proximity, cost

• Liberia: Accessibility, cost, proper sanitation

• Lehigh Valley: Capacity (Anticipated attendance)

• South Africa: Input from members in the region

• Philippines: Cost and accessibility

• Austin: Proximity, free parking, low cost catering but with

good quality, capacity

• Poland: Rental cost and capacity

Cost, Capacity, Proximity, Accessibility


VANCOUVER CHAPTER

Vancouver Terminal Club

Central Downtown Location

High end lunch buffet: Soup,

Salad, Sandwiches, Desserts,

Coffee/Tea

Charge $40-$50

$38+ overhead cost

Parking Cost for Attendees

Rental Fee included in catering

Event Insurance included

$2400

Break Even (or make a marginal

profit)

1 Hour Luncheons


VANCOUVER CHAPTER

Vancouver Terminal Club

Central Downtown Location

High end lunch buffet: Soup,

Salad, Sandwiches, Desserts,

Coffee/Tea

Charge $40-$50

$38+ overhead cost

Parking Cost for Attendees

Rental Fee included in catering

Event Insurance included

Break Even (or make a marginal

profit)

1 Hour Luncheons


VANCOUVER CHAPTER

Justice Institute Auditorium


Simple Catering: Coffee, Tea,

Pastries, Juice, Fruit Platter

Charge $60-$80

$10+ overhead cost

Free Parking

$150 Rental Fee

$250 Event Insurance Cost

Half Day Trainings


VANCOUVER CHAPTER

Justice Institute Auditorium


Simple Catering: Coffee, Tea,

Pastries, Juice, Fruit Platter

Charge $60-$80

$10+ overhead cost

Free Parking

$150 Rental Fee

$250 Event Insurance Cost

75%+ profit !

Half Day Trainings


SPONSORSHIP


Sponsorship

Cost Leverage

Event Materials Giveaways


SPONSORSHIP

Leverage costs

Catering

Venue Rental

Venue Annual Fee

Speaker Cost

Registration giveaways

Mugs, pens, notebooks, bags…

Event Materials

Handout materials (printed or USB thumb drives),

printing costs and lanyards for name tags


SPONSORSHIP

This will allow you to:

• Cover overhead = healthy balance sheet

• Cut membership fee cost

• Subsidize student membership fees

• Scholarships

• Donations to non profit groups

• Membership appreciation networking events

The more you leverage your

event cost The more revenue your chapter will

make


SPONSORSHIP

Take it one step further, it does not have to

be limited to events!

Vancouver Chapter has one main sponsor

Sponsorship agreement

• Set renewable yearly $$$ amount

• Set conditions

• Reserved Speaker Engagement

› 1 Luncheon speaking event

› 1 Speaker spot in Half Day training event

• Place logo in website and newsletter

• Hand out pamphlets at luncheons/events

• Promote via Chapter’s social media


SPEAKERS


SPEAKERS

High Quality Speakers generate

Increase event attendance

Increase chapter membership

Increased loyalty and return

Increase credibility

Premier source of training for industry professionals


Always

• Current & relevant

Topics

Speakers

• Presentation skills override

speaker acumen

• Credibility (chapter &

ACFE reputation)

• Recommendations

• Successful return

Speakers

Different topic

Time period (6 to 12 months)

• Over regurgitate speakers

• Repeat topics

• Stick to one mainstream

Never

SPEAKERS


SPEAKERS

Back Bone to success!


speakers

Event Type

Feedback

Registration Marketing

Venue


MARKETING


MARKETING

How do you market your events?

LinkedIn

• LinkedIn Groups –create your own group

• Board’s LinkedIn network

Twitter

Facebook

Direct email

• Chapter members, past attendees

• Board personal network

Online event posting pages


MARKETING

How do you market your events?

Chapter Website

Web posting and email blast through affiliates

Newsletter

Newspaper

Word of mouth


MARKETING

What email service do you use for email

marketing?

Direct email blast

• Chapter Members

• Past attendees

.

.

.


REGISTRATION

& FEEDBACK


REGISTRATION

What service do you use for online

registration?

Majority use a link on their own website

Central Indiana: Constant Contact

Greater St. Louise Area: www123signup.com

Milwaukee: Evite


REGISTRATION

Do you offer online payment?

28 chapters responded to this survey question:

13 are offering online payment

• Most commonly via PayPal

15 are are using

• Manually processed c/c at time of registration

• Cheques

• Bank transfers


FEEDBACK

What is your process for collection

evaluations?

Majority provide a manual paper evaluations forms

and collect at end of event

Some indicated they use electronic survey

• South Africa: Surveymonkey

• Greater St. Louis Area: www123signup.com

• Vancouver: Google Forms

Some indicated evaluations via email vs. hard

copies


FEEDBACK

What is your process for distributing CPE

Certificates?

Most if not all Chapters provide a certificate at the

end of the event

Vancouver Chapter:

• Personalized certificate for Half Day Training events –

via email within 3 days of the event

• Generic certificates at end of Luncheon event

• Cut down on administrational task

Essentials to Hosting Successful Training Events · • Utah Area: $20 for monthly, $239-$279 for 2...

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