While the Minnesota chapter of IABC is very active with monthly professional development and networking events attracting 20-40 people, the board pondered offering something bigger. A discussion about the benefits of bringing together practitioners and student researchers ignited a spark with board members. An exploratory meeting between board members and department heads at the University of Minnesota’s School of Journalism and Mass Communications (SJMC) turned the spark into a flame.

A task force of past chapter presidents together with two SJMC department heads created The Convergence Summit: Connecting Theory and Reality in Business Communication, a full-day professional development event aimed at seasoned communications professionals. The summit’s purpose was to explore the changes and challenges the convergence of channels, audiences and messages presents for business communicators. As this was the first large scale event, attendance goal was set to be achievable with a target of 100. The primary objective was to offer high quality professional development for both members and non-members while increasing awareness of the association in the professional communicator marketplace.

Business practitioners from the area’s most prominent companies were paired with graduate researchers from the university to talk about theory and practice. Mayo Clinic, Best Buy, Blue Cross Blue Shield, Deluxe, Cargill and the Star Tribune were some of the companies represented.

“With ever-busier schedules, getting away for professional development can be challenging. We wanted this to be a meaty, thought-provoking event for the experienced communicator. The Convergence Summit gave those communicators a local option for stimulating conversations and a chance to hear success stories from some of the area’s most-recognized companies,” said Tami Wendt, planning chair, Convergence Summit.

Planning began eight months before the event and was organized into four committees: content, communications, sponsorship and logistics. These teams recruited additional chapter volunteers as needed. The content team not only developed the program but also identified and secured presenters with the help of the U of M’s SJMC staff.

The communications team developed and executed a communication plan to include postcards, emails, a website, banners, event program, video and a social media campaign with sponsored posts. Those posts generated more than 20,000 impressions. The traditional media outreach resulted in a fantastic feature story in the Star Tribune, the area’s primary daily newspaper. 

Attendees were engaged and enjoyed the event. Most sessions received a 75 to 100% ranking for their value. With sponsors for printing, meals and post-event networking, combined with the University’s donation of space, pricing for the full-day event was affordable and a significant revenue generator for the chapter. Proceeds from the event are being used to bring more value to other chapter events and to invest in the 2017 Convergence Summit, hopefully resulting in an annual event.

Visit iabcmnsummit.com to learn more and watch for information to come on the 2017 event to be held again with the active involvement and support of at the University of Minnesota’s School of Journalism and Mass Communications.