Collaboration and a shared vision brought the American Nurses Association record-setting sponsorship and exhibit revenue.
Every year, the American Nurses Association (ANA) puts on the largest conference for nurse professionals in the United States, the American Nurses Credentialing Center (ANCC) National Magnet and Pathway to Excellence Conference. After working with multiple vendors to support this and other events, the ANA, which represents the interests of the nation’s 4 million registered nurses, decided to seek one partner to efficiently manage all their meeting needs — including sales, comprehensive event management and registration — to create a more streamlined, strategic approach to growth. It was critical that this new partner upheld the integrity and mission of the organization as well.
When MCI USA was selected as a partner, it wasn’t without worry. “We were very nervous because we worked with our previous partners for over six years,” says Gregg Tabachow, MIS, ANA’s Director of Relationship Sales. “However, when we selected MCI USA, we quickly learned we made a great choice.”
As Michel’le Richmond, ANA’s Senior Sales Relationship Specialist – Sponsorships and Exhibits | Education & Resources explained, “MCI USA helped not only in growing our sponsorship and exhibits customer base but in driving revenue as well. Through their wealth of knowledge in conferences and events, they have been extremely helpful in keeping us current with market, are always prepared with new and innovative ideas, and have played a key role in establishing multiyear relationships with our customers. From prospecting and qualifying leads, managing contracts and payment, to the fulfillment of deliverables and sponsor and exhibit support, the MCI sales team has been incredible in making our sales process for events seamless.”
Through a consultative sales approach, marketing support and close partnership, MCI USA has yielded significant results in the four years since the collaboration began, increasing sponsorship revenue by 222%, adding over $500,000 in new sponsorship income. Additionally, MCI USA increased exhibit and sponsorship revenue by more than 125%; added 10 non-endemic (outside-the-industry) exhibitors to the event; increased the average booth size from 10x10 to 10x20; and transformed the attendee experience by delivering experiential sponsor activations that appealed to the five senses.
To achieve these milestones, MCI USA implemented various strategies, including conducting a competitive analysis of other medical shows to find and approach potential exhibitors, targeting non-endemic exhibitors that matched ANA’s audience demographic and leveraging the “home state” theme to target companies with headquarters in the conference's host state. MCI USA also proactively engaged contracted exhibitors, offering opportunities to enhance their presence through larger booths, custom sponsorship packages or booth activations.
In addition to these techniques, MCI USA used innovative digital marketing strategies to amplify reach and impact, capturing inbound leads and monitoring engagement on a newly designed digital prospectus website. Using marketing automation to launch effective email campaigns allowed the team to maintain regular communication with prospects to keep them engaged throughout the event preparation period.
“Working with MCI USA has been an amazing experience for ANA Enterprise,” Tabachow says. “Not only have they improved the professional nature of our nursing events, but they have introduced an advanced line of thinking to our sponsorship offerings and pricing structure. I know their hard work has made an indelible impact on our exhibitors, sponsors, conference and events partners, attendees and all internal stakeholders.”