2010 SHPE National Conference Planning Process

1. 2010 SHPE National Conference Planning Process By Leonard Abeyta 2010 Conference Chair SHPE is the source for quality Hispanic Engineers and Technical Talent

2. Background • Currently the product development/marketing lead for the AT&T mobile devices portfolio focusing on BlackBerry • Over 15 years of experience working with companies that range from AT&T, Verizon and Microsoft to early stage companies such as InfoSpace, Singlepoint, Briabe Media and the Abeyta Group Consulting Services • Specialize in wireless technologies working with mobile operators, devices manufacturers, brands and agencies to deliver both compelling and interactive, devices, mobile and web based applications and content to consumers and enterprises.

3. Major LeaderSHPE Roles • 2010 National Conference Chair • 2005, 2006, 2008 National Conference – Registration Committee Chair • 2007 National Conference – SHPE Ultimate Challenge Chair • 2003, 2004 National Conference – Logistics and Volunteer Committee Chair • 2004-2005 National Conference Strategic Plan Development Consultant • 1990-1993 National Board of Director – Region 3 Vice President • 1993 Colorado SHPE Professional Chapter National Conference Planning Committee • SHPE member 1982 – Present– Lifetime Member Over 10 years of SHPE Conference planning

4. Who is SHPE? • Founded in 1974 in Los Angeles, CA • Washington DC & Arlington, TX Offices • 10,000 members strong • 313 chapters nationwide. 241 student, 40 professional and 32 SHPE Jr. Vision: SHPE is the leading social-technical organization whose primary function is to enhance and achieve the potential of Hispanics in engineering, math and science.

5. SHPE National Conference • Largest Hispanic Technical Conference in the Nation • Career Expo: Attended by more than 300 of the nation's top employers • Student and Professional Workshops: leadership, academic, career, Certification courses and concentrated tracks for professional development • Deans' & Advisors' Track • Graduate Track: Specialized preparation and support for Graduate school • Pre-College Symposia: Designed to inspire Hispanic youth in grades 6 through 12

6. Fundamentals of Planning Process Accountability Clear Vision and Goals Organization Flexibility Trust your team!

7. Accountability • National Board of Directors (NBOD) • NBOD Champions – RSVP, VP, Treasurer • Industrial Partnership Council Members • Other Sponsors • Student and Professional Members • To each Other!

8. SHPE Conference Planning Goals • Strive for Operational Excellence • Accurately define roles and responsibilities between SHPE office staff and consultant and my volunteer team • Evaluate and Innovate current programs and Conference Curriculum • Evaluate conference operational models - Logistics, Housing and Registration. • Identify new models for revenue generation • Improve Overall Conference Planning Process • Develop Detailed Program Documentation • Develop Processes • Create overall conference Project Plan • Consolidate Conference Planning information Deliver a turnkey model for future conferences

9. SHPE Conference Planning Goals • Recruit the best people • Experienced Volunteer Staff • Clear Roles and Responsibilities • Accountability - Committee Member MOU • Organization • Utilize similar Committee Structure to 2009 plan • Improve communications at all levels of the planning organization • Actively monitor budget and work with sales to establish sponsorship deadlines. Deliver a well attended profitable conference

10. Organization • Committee Member Selection • Committee Organization Structure • Conference Vision • Committee Logistics – Communication Plan, Meeting Calendar • Budget • Evaluate Outsourcing options

11. NBOD SHPE Conference 2009 Organizational Chart Conf. Advisors Chair IPC Conference Chair Oversight Manager of Competitions & Events Manager of Training & Education Manager of IT & Marketing Manager of Conference Services Competitions Registration Logistics Workshops & Info Sessions Website Tech Paper/Poster Sales Student Conference Program Corporate Tours Security Design Comp. Prof/Other Magazine Articles AO Testing Advisors Program Corporate Graphic Design Career Fair Pre-College Program Transportation Marketing Meals & Podium Signage Graduate Program eConference Luncheon Volunteers AO Show Public Relations Professional Program Gala Banquet Quality Assurance Awards Other AHETEMS Programs Special Events/ Entertainment

12. Organizational Challenges • SHPE’s organization and conference planning process was in full transition • National Board of Directors >>>Policy and Strategy Board. • SHPE National >>> New CEO to replace Executive Director model and 80% turnover in staff • Chair Responsibility • Previously Conference Chair oversaw ALL aspects of the conference planning including: budget, logistics, and management of SHPE staff, selection of volunteers, marketing, sales and sponsor communication. • 2010 Chair Responsibility • Manage over 50 volunteers, develop content, select speakers, manage meals and events, marketing (website & social marketing) strategy and security. • Partner with Consultants for logistics and registration.

13. Committee Planning Challenges • Nine month planning cycle • Limited Budget • Profit Commitment • Committee Meetings limited to teleconference and one onsite meeting. • Corporate Sponsorship • Companies were delaying decision to support major sponsorships thus impacted budget, logistics, and event planning. • Cincinnati Market – low % of Hispanics

14. Fundamental Challenge Organizational Model • Outsourced Logistics & Registration • Organization Model needed to adapt to new structure • Committee • Poor Communication and flow of information between managers and subcommittees • Non-performance

15. NBOD Conference Chair & CEO Vice Conference Chair NBODChampions SHPE Nat. Office Manager AHETEMS Manager IT/Marketing Mike Beck Security Staff Registration Lead Budget Armando Gala Banquet Workshops & Info Sessions S Logistics Al Rutherford & Associates Housing Tech Paper/Poster Corp Luncheon Student Prof Program Conf Program Book Design Comp Volunteers Sales Discipline Luncheons Prof/Other Magazine Articles i IT/Marketing AO Testing Corporate Tours s Latina Luncheon Signage Corporate Registration Consultant AO Game Show Web Development Career Fair PR Consultant Conference Documentation Star Awards Pre-College Program Marketing Extreme Engineering Entertainment, Speakers Graduate Institute Transportation eConference & Mobileo Post Gala Event e Deans Summit Advisors Program Teacher Program

16. Fundamental Challenge Change the Organization Model • Changed organization structure away from a Manager/Sub-Committee to a direct model • Reassigned volunteers that had been impacted by outsourcing • Replaced non-performers • Accelerated Integration of Committee/Consultants/Office Staff • Weekly Operations meeting - Logistics Consultant, SHPE National Office and Committee. • Incorporated a Operation Calendar to track work flows • Improved documentation

17. Program ChallengeLow Registration numbers • Problem: Registration was trending well below average compared to previous years • 105 total registrants on 9/13/2010 • Registration Deadline: Oct 1, 2010 • Conference Dates: Oct 27-30, 2010 • Registration went live on July 1, 2011 after many students had left for summer vacation • Many schools had a late start school year that ran too close to our deadline. • Moved away from Pay By Check to Credit Card method for student chapters. • Slow corporate bookings

18. Program Challenge SolutionImprove Registration • Action: Held Weekly special meetings to closely monitor registration numbers and refine our action plans • Kept 10/1 registration deadline until 9/30 • Heavy marketing across all channels • Website, Social Media, SHPE leadership outreach • Action: Created University and Regional Promotions • University challenge – the university with the most registrants will be recognized at the conference. • Regional challenge – the region with the “most improved” registration numbers from last year will be recognized at the conference. • Action: Enable the pay-by-check option for chapters • Action: Decision to Cap # Room Packages

19. Program Challenge SolutionImprove Registration Result: Registration ramped up significantly • October 1: 2115 = 1944 students and 171 professionals • Action: Extended Registration date from 10/1 to 10/6 and communicated end of all-inclusive packages for Housing/Registration • October 7th Hotel cut off date • Significant Logistics and Housing Impact Result: Registration continued to increase significantly • October 4: 2172 = 1992 students; 180 professionals • October 11: 3,500 = 2,301 SHPE; 600 AHETEMS; 599 Corporate • October 18: 4,110 = 2,344 SHPE; 600 AHETEMS; 1166 Corporate

20. Conference Summary • 4368 Attendees • 360 Pre-College Symposia– Middle school & High school • 230 exhibitors • 156 workshops – Undergraduate, Graduate, professional • 5 Advisors Workshops • 5 Deans Workshops • Student Competitions – Extreme Engineering; Academic Olympiad, Technical Papers Delivered a well attended profitable conference!!

21. Contact Leonard Abeyta Phone: 425-444-1986 mobile Email: leonard.abeyta@shpe.org