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Event Objectives
• General objective: Maximize Event utility to the aerospace community· Share challenges and discuss potential solutions· Disseminate knowledge· Network “360”· Mentor the next generation· Provide integrated context across specialties and
domains· Enable AIAA member benefits and services that are not
self-supporting (e.g., STEM, Professional Education, Public Policy)
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Event Objectives (cont’d)
• Specific assessed objective: Maximize satisfaction of Event participants· Professionals· Corporate and government representatives· AIAA volunteer organizers
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Specific Objectives: Value Attribute Decomposition
Value Attribute DefinitionPROFESSIONAL MEMBERSTechnical content (sessions, papers)
Quantity and quality of papers presented per conference
Keynote speakers and plenary sessions
Seniority/authority of speakers
Special sessions (i.e., panel discussions)
Quantity and quality of panels, distinction of invited panelists, current relevance of topics
Exhibits Match with technical topics and attendee interestsEvent locations/destinations
Availability of transportation (to destination and mass transit at destination), entertainment, tours, family activities, cost of hotel/food
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Specific Objectives: Value Attribute Decomposition
Value Attribute DefinitionPROFESSIONAL MEMBERS (cont’d)Social/networking events with other attendees
Quantity and quality of networking opportunities
Mix of attendees Students to senior professionals, researchers to program managers
Relevance to my professional life
Growth potential into new areas; event relevance as a whole to attendee; attendee’s ease of "selling" need to attend; right mixture of above attributes that are applicable to my job
Parallelism vs conference length
Balance no. of parallel sessions against conference length; 3-4 days preferred i.a.w. survey
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Specific Objectives: Value Attribute Decomposition
Value Attribute DefinitionCORPORATE/GOVERNMENT MEMBERSConduct business Opportunities to meet privately to buy or sellMeet customers Opportunities to meet privately with customersNetwork with peers Opportunities to meet socially with peers from industry
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Specific Objectives: Value Attribute Decomposition
Value Attribute DefinitionTC/PC MEMBERS Control over content Call for papers, no. of paper and panel sessions,
qualityControl over venue Time of year, region, city, hotelIdentification with conference
Sense of community among peers; recognition for contributions to conference; recognition at awards; working group level social/networking opportunities
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15 value attributes derived from member survey and voiced concerns
Event Design Parameters
• Organization· Duration· Parallel sessions
• Content· Technical scope· Special sessions· Plenary speakers· Exhibits
• Venue• Social· Awards· Meals· Receptions
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Event “models” integrate all design parameters to maximize objectives
Alternative Event Models Assessed to DateName Description
Current •Current portfolio with minor change, e.g., some co-locationConsolidated •Current larger events (ASM, Fluids, JPC, Space, GNC, SDM)
with Aviation and Defense as centers of gravity for consolidating smaller conferences
•Augment with systems development/integration elementsIntegrated •Comprehensive, domain-focused events providing integrated
content •~4 events spread over the year: R&D, Aviation, Space, and Defense
Unified •Multi-domain, unified events split along R&D and SEIT•One big event for R&D (winter) and one for SEIT/programs (summer) and a smaller Defense conference
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Alternative Event Models Assessed to Date
Name DescriptionQuarterly Quarterly conferences, each one with the same scopeSemi-annual
Two big conferences, each with each with the same scope, plus a classified conference
Annual One annual convention with a series of smaller regional conferences
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Eliminated by inspection as inferior to one or more other alternatives
Model Assessment Quad Chart Template
Issues•Most significant problems with event model
Benefits•Primary potential gains with the event model
Description•Principal features of event model
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Value Assessment
“Current” reference score = 0ProfessionalCorporate / GovernmentOrganizers
Scores relative to “Current” which is assigned “zero”
Score evaluated for each value attributeScore ranges from “strongly
supports” (+2) to “strongly opposes” (-2) the value attribute
Column colors denote stakeholder groups
Assessment: “Consolidated” Event Model
Issues•Continued internal competition for keynote and panel speakers, exhibitors•Limited leverage to grow appeal to currently underserved industry segments•Potentially higher venue costs per event
Benefits•Easy migration path from current portfolio•Somewhat improved professional and corporate satisfaction•Potential reduction in portfolio costs due to fewer conferences
Description•Current larger events (ASM, Fluids, JPC, Space, GNC, SSDM) with Aviation and Defense as centers of gravity for consolidating smaller conferences•Augment with systems development/integration elements
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Structure and Notional Schedule: Consolidated
Jan Feb Mar Apr May…
ASM Defense•Strat/Tac•Missiles•WSE
SSDM•SSDM•Adaptive Struct.
•NDA•Gossamer•MDO
Fluids•AMT/GT•AA•ASE•Flow Cont•Fluid Dynamics•PDL•Thermophysics•Aeroacoustics•ICES
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Anchor for Annual Gala to be determined
Structure and Notional Schedule: Consolidated
…Jun Jul Aug Sep GFY Q1
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JPC•JPC•IECEC•Hypersonics
Space•Space•ICSSC•CASE
Aviation•ATIO•LT Air•Balloons•Pwrd Lift•ADS•AC noise•GNC
•AFM•M&S•Astrodyn•InfoTech•CASE
Survey shows 1st qtr of gov’t FY poor time
for many members
Alternate years
Consolidated model offers flexibility for packaging and scheduling the Event portfolio
Assessment: Consolidated Event Model
Description•Current larger events (ASM, Fluids, JPC, Space, GNC, SSDM) with Aviation and Defense as centers of gravity for consolidating smaller conferences•Augment with systems development/integration elements
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Value Assessment
ProfessionalCorporate / GovernmentOrganizers
“Current” reference score = 0
Assessment: “Integrated” Event Model
Issues•Must manage to avoid conflicting, parallel sessions•Higher cost for larger venues
Benefits•The “must attend” events in each domain•Excellent draw for VIPs and exhibitors•Growth potential within each Event without need for new conferences
Description•Comprehensive, domain-focused Events providing integrated content •~4 Events spread over the year: R&D, Aviation, Space, and Defense
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Structure and Notional Schedule: Integrated
Jan Feb Mar Apr May…
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Anchor for Annual Gala to be determined
R&D Event•SSDM•Adaptive Struct.•NDA•Gossamer•MDO•InfoTech•AMT/GT•AA•ASE
•JPC•IECEC•Hypersonics•Flow Cont•Fluid Dynamics•PDL•Thermophysics•Aeroacoustics•ICES
Defense•Strat/Tac•Missiles•WSE
Structure and Notional Schedule: Integrated
…May Jun Jul Aug Sep GFY Q1
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Survey shows 1st qtr of gov’t FY poor time
for many members
Alternate years
Space•Space•ICSSC•CASE
Aviation•ATIO•LT Air•Balloons•Pwrd Lift•ADS•AC noise
•GNC•AFM•M&S•Astrodyn•CASE
Integrated model provides flagship Events spread over the year
Assessment: Integrated Event Model
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Value Assessment
Professional MembersCorporate / GovernmentOrganizers
“Current” reference score = 0
Assessment: “Unified” Event Model
Issues•Potentially excessive duration and parallelism•Potentially too few opportunities for member interactions•Exhibitor uncertainty over target market•Lack of control by TCs/PCs over venue
Benefits•The “must attend” AIAA events•Potential for more creative social and networking activities•Content growth and flexibility
Description•Multi-domain, unified events split along R&D and SEIT•One big event for R&D (winter) and one for SEIT/programs (summer) and a smaller Defense conference
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Structure and Notional Schedule: Unified
Aerospace Technology & Science Meeting
Aerospace Systems Meeting
•Space•ICSSC•ATIO•LT Air•Balloons•Pwrd Lift•ADS
Anchor for Annual Gala
Jan Feb Mar Apr May Jun Jul Aug Sep GFY Q1
Survey shows 1st
qtr of gov’t FY poor time for many members
Defense•Strat/Tac•Missiles•WSE
•ASM•SSDM•Adaptive Struct.•NDA•Gossamer•MDO•InfoTech•AMT/GT•AA
•ASE•JPC•IECEC•Hypersonics•Flow Cont•Fluid Dynamics•PDL•ThermoPhysics•Aeroacoustics•ICES
Unified model maximizes return on investment for participants
•AC noise•GNC•AFM•M&S•Astrodyn•CASE
Assessment: Unified Event Model
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Value Assessment
Professional MembersCorporate / GovernmentOrganizers
“Current” reference score = 0
Assessment: Value Comparison
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Professional Members Corp / Gov’t
Organizers
• All Event models assessed to improve Professional Member and Corp / Gov’t satisfaction over Current portfolio
• Integrated Model provided greatest Professional and Corp / Gov’t benefit with limited risk to Organizer satisfaction
Organizer satisfaction identified as principal transformation issue