Class Library R.O.I.: Measuring Value to Validate Your Event - And You

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  • Title:R.O.I.: Measuring Value to Validate Your Event - And You
  • Category:Strategy & ROI
  • Level:Intermediate
  • Instructor:Howard Givner
  • Length:40 min
  • Posted:10/23/2010
  • CMP Domain:A: Strategic Planning
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R.O.I. (Return on Investment) for events & meetings has gone from a “nice-to-have” philosophical discussion to a “need-to-have” survival strategy. Planners must understand & be able to explain what purpose an event serves, think through how to measure its impact, and proactively guide internal or external clients on how to make their event more effective in achieving its goals.

ILEA Approved ContentThis course is ILEA Approved with content that is alligned with the International Live Events Association's Core Curriculum. ILEA Approved is the international education standard selected for creative event professionals and has been developed to recognize specific content that has significance for the global creative events industry. Click Here to learn more about ILEA.

ILEA Core Curriculum Key Competencies Category for this course / content: 
Event Planning 

Learning Outcomes

    1. Be able to develop of a set of tools to help understand, and be able to articulate, the value of a given event, to clients and stakeholders.
    2. Understand the steps involved in identifying goals, means of measurement, reviewing costs and calculating R.O.I.
    3. Be able to identify outcomes from 3 sample case studies of how different events calculated their R.O.I.
    4. Understand the importance of post-event reporting that truly captures the impact of your event.

Table of Contents

Watch the Full Class Without Chapter Breaks
R.O.I. - Full Class Video 39:33
R.O.I. Introduction
Overview 5:40
General R.O.I. Tips 3:40
The Process
Step 1: Identifying Goals 5:40
Step 2: Means of Measurement 1:34
Step 3: Determine Target Levels 1:49
Step 4: Review Investment Costs 1:21
Step 5: Calculating the R.O.I. 0:50
Step 6: Gut Check 1:17
Evaluation Matrix 4:10
Case Studies / Sample Calculations
Example 1: Investor Meeting 3:39
Example 2: Holiday Party 3:57
Example 3: Launch Event 3:33
Post-Event Reporting 5:06
Downloads (documents referenced in this class)
Sample R.O.I. Matrix
PDF of Slides from This Class
How Other Planners Are Dealing with R.O.I.
Haley Carlson on Adding Revenue Responsibility to her Job
Haley Carlson of Tribune Media Group on R.O.I.

The Certified Meeting Professional (CMP) is a certification offered by the Convention Industry Council (CIC), an umbrella group comprised of 30 organizations. As part of the application process for the CMP, candidates are required to log a minimum of 25 Clock Hours of approved education. If you see the CMP designation next to a given class on this site, it indicates that class has been approved by the CIC to count toward that educational requirement, for the designated number of clock hours. For more information go to

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