CREATE & INSPIRE M E E T I N G S , E V E N T S A N D C O N V E N T I O N S CREATE & INSPIRE M E E T I N G S , E V E N T S A N D C O N V E N T I O N S → Event professionals have plenty to juggle, including designing effective education programs that balance learning objectives with interactivity, innovation and attendee experience. “Education is the cornerstone for conferences; it validates the investment, and gives the event credibility,” says Karen Norris CMP, director of programs and member services with the Canadian Dermatology Association in Ottawa. While networking is one reason delegates attend events, Norris sees education as the engine driving attendee engagement year after year. “Having 20 business cards to show your manager from people you met over three days doesn’t necessarily convert to sales, relationships or even a partnership. But what can be used immediately following a conference are the tangible takeaways, skills and mechanics that were taught,” she adds Of course, this only works if the education is relevant, intentional and nuanced to a delegate’s specific area of expertise, she cautions. Here’s how planners can level up their educational programs: SHAPE YOUR PROGRAM DESIGN Norris suggests examining post-event surveys and evaluations, as well as using multiple touchpoints with members throughout the year, including surveys asking for topic ideas. “It’s important to gather information from people who may not be attending your conference, too, otherwise you find yourself in an echo chamber,” she adds. Through this feedback, Norris’ team can evaluate both perceived and unperceived needs. “You may have been planning this conference for 10 or 20 years, but you’re not a physician, a construction professional or an engineer, so the content should be developed by experts in that field,” she notes. “As planners, we’re the experts in distilling and implementing content so it’s digestible to the delegate.” MIX THINGS UP While traditional formats like panels and lectures work well, Norris encourages planners to incorporate unstructured learning and crowdsourcing. “I’m not a huge fan of turning everything on its head because that goes against some principles in regard to adult learning, but it’s up to us to constantly innovate,” she says. “For previous conferences, I’ve asked my delegates what our debate topic should be, and then everybody feels like they have a vested interest in the outcomes of the session. We’re also starting to implement more behavioural science and neuroplasticity into our learning.” Norris likes blending formats and testing new ways of doing things. “Gamification is a perfect example: You can work together in small groups to answer questions through the mobile app, quizzes or competitions,” she suggests. Microlearning helps attendees absorb information in small chunks. At one recent event for conference managers Norris attended, the keynote session featured five speakers who each had six minutes to present a challenge they faced when planning their event. “Then, we went to a breakout room for the topic that interested us the most to hear more and give suggestions on how to solve it. Back in the plenary room, we all heard how each of those six keynote speakers solved their issue,” she recalls. “It was brilliantly done—like a choose-your- own-adventure: Instead of directing me where to go, you gave me the opportunity to choose my own education based on my personal needs and experiences.” Another event saw crowd-sourced topic ideas presented at the beginning of the conference, with the closing keynote featuring tables representing the most popular topics. “You sat at a table where the topic resonated with you, and I gained more knowledge talking with my peers around that table than I did throughout the three days of the conference,” she says. Elevate Your Educational Offerings Beyond booking a great speaker, here’s how to create programs that engage, inform and inspire audiences by Wendy Helfenbaum Winter 2025 | Ignitemag.ca | 45
