18 Jul 2016 611 hits
Event Design in practice for EMEC17!

Event Design in practice for EMEC17!

The Event Design Certificate program has been part of the MPI Academy since 2015 and MPI is now applying the #EventCanvas methodology to design their upcoming European Meeting and Events Conference 2017.

On June 21st and 22nd, Granada - Spain was the stunning backdrop of the EMEC17 Strategy Meeting. A meeting that enabled core team members of MPI along with the Granada Host Committee to work collaboratively on the design of the EMEC17 conference, its objectives and a joint understanding of what success looks like.

Different than usual…

The typical MPI Events planning process starts with a kick-off meeting with our new Host committee and an internal evaluation meeting. After that all departments kick into action and a conference begins to take shape.

Building upon learning’s from last year in Copenhagen, this year the team however initiated a 2 day strategy meeting with our Granada Host committee. We used the Event Model Canvas tool to take a collaborative and systematic approach to the EMEC17 Event Design.


This joint learning experience ensured that we now have a shared vision of what this event SHOULD and SHOULD NOT be. It also created a solid foundation of trust on which to build out the narrative for the event and manage the challenges that will inevitable come our way. We have now started our planning process with dialogue and have a joint understanding of next steps in order to deliver a successful event.

Roel Frissen, co-creator of the #EventCanvas, facilitated the process. Using the Stakeholder Alignment Canvas the team discussed stakeholders involved and selected the stakeholders the team wanted to delight. In itself that was a powerful exercise; knowing who to design for is crucial for the design process.

The team designed EMEC17 from the perspective of three main stakeholders and carefully dissected the stakeholder perspectives to establish the Event Delta; articulating the behaviour change EMEC17 should cause for these stakeholders. Based on the Event Delta the team came up with several ideas which eventually merged into different prototypes to change behaviour.

To innovate and improve events you need a tool:

EventCanvas is a strategic management template to design events. The EventCanvas provides a common language for events which allows you to have a meaningful conversation with all parties involved, from event owner to supplier. A tool to design better events.

The canvas will be the center piece of the programme on 25, 26 and 27 August at the University of Amsterdam, where you will work closely together with professionals (from 6 different countries and counting) with passion for marketing, content and events.

Get MPI education in Amsterdam this Summer, become Certified Event Designer and gain 24 clock hours to renew your CMP.

Click here to find more information about the Event Design Certificate Program.


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