Worldat Work Asia Case Study


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  • Worldat Work Asia Case Study

    1. 1. World at Work <ul><li>17 August 2008 </li></ul><ul><li>Helen van Oers </li></ul><ul><li>Director of Asia Pacific Development </li></ul><ul><li>MCI Asia Pacific (Singapore, India ) </li></ul>The Total Rewards Association European / Asia Pacific Total Rewards Conferences
    2. 2. Contents <ul><li>Background </li></ul><ul><li>Objective </li></ul><ul><li>Challenges </li></ul><ul><li>Business Opportunity </li></ul><ul><li>Goals </li></ul><ul><li>Approach </li></ul><ul><li>Results </li></ul><ul><li>Take away </li></ul>3 3
    3. 3. Background <ul><li>WorldatWork is the world’s largest leading not-for-profit association dedicated to knowledge leadership in compensation, benefits and total rewards. </li></ul><ul><li>Focus on HR disciplines associated with attracting, retaining and motivating employees </li></ul><ul><li>Founded in 1955 </li></ul><ul><li>Membership of 30,000 over 75 countries </li></ul><ul><li>Community consists of 3 affiliated HR societies, 3 academic partnerships and 75 local Networks </li></ul><ul><li>Provides education programs, conferences, certification, networking opportunities, monthly magazine, online information resources, publications, research and surveys </li></ul><ul><li>26.3 million US$ revenue in 2007 </li></ul>
    4. 4. Objective <ul><li>WorldatWork’s 2005 NA conference was attended by 200 international delegates. This lead to the initiative to expand into a European, and later an Asia Pacific Conference </li></ul><ul><li>Raise awareness of WorldatWork in Europe and Asia Pacific </li></ul><ul><li>Establish brand recognition outside of North America. </li></ul><ul><li>Position WorldatWork as a global player and objective knowledge provider </li></ul><ul><li>Continue Membership growth outside of North America </li></ul><ul><li>More clearly identify human resources issues in Europe and Asia </li></ul>
    5. 5. Challenges <ul><li>First venture outside North America </li></ul><ul><li>Total Rewards a relatively new concept in Europe and Asia </li></ul><ul><li>Low membership constituency outside North America </li></ul><ul><li>Few existing partnerships </li></ul><ul><li>Short lead time for first event (7 months ahead for 2006 European conference) </li></ul><ul><li>High-end registration fees for Asia </li></ul><ul><li>Asia geographically dispersed </li></ul><ul><li>Break-even target </li></ul>
    6. 6. Business Opportunity <ul><li>Raise awareness of WorldatWork in Europe and Asia </li></ul><ul><li>Establish leading position as knowledge provider </li></ul><ul><li>Develop brand as point of reference for HR professionals </li></ul><ul><li>Continue international conferences annually </li></ul><ul><li>Grow membership internationally </li></ul><ul><li>Increase customer base for certification and other products/services </li></ul>
    7. 7. Goals <ul><li>Europe 06 -> 100 delegates </li></ul><ul><li>Europe 07 -> 250 delegates </li></ul><ul><li>Asia Pacific 07 -> 200 delegates </li></ul><ul><li>Financially break-even outcome </li></ul><ul><li>Target Audience; Senior level human resources professionals </li></ul>
    8. 8. Approach <ul><li>Regionally recognized key-note speakers </li></ul><ul><ul><li>Europeans in Europe </li></ul></ul><ul><ul><li>Westerners with Asian profile in Asia </li></ul></ul><ul><li>Coincide certification programmes </li></ul><ul><li>Tailored marketing strategy and execution </li></ul><ul><ul><li>Programme fine tuning </li></ul></ul><ul><ul><li>Design and composition of promotional materials </li></ul></ul><ul><ul><li>Database compilation </li></ul></ul><ul><li>Partnerships for 3 rd party marketing </li></ul><ul><li>Sponsorship strategy </li></ul><ul><li>Web site </li></ul>
    9. 9. Results Over estimated 70% 176 250 Attendance Europe 2007 125 % 100K US$ 80K US$ Sponsorship Shortfall in Net Revenue Budget Financial 110 % 219 200 Attendance Asia Pacific 2007 120 % 90K US$ 75K US$ Sponsorship Exceeded Net Revenue Budget Financial Exceeded Net Revenue Budget Financial 125 % 173 % Success 100K US$ 80K US$ Sponsorship 173 100 Attendance Europe 2006 Result Goal Attendance Targets
    10. 10. Results <ul><li>International Membership increased with 30% since 2006 </li></ul><ul><li>41% growth in non-US Certification (GRP) over 2006/07 </li></ul><ul><li>Level and profile of attendees at par with membership stituancy </li></ul><ul><li>Raise in awareness of WorldatWork as trusted source of information </li></ul><ul><li>Ongoing increase of brand recognition, establishing the association as a point of reference for HR professionals </li></ul><ul><li>Enhanced recognition as knowledge provider (especially Asia Pacific) </li></ul><ul><li>Strengthen the non-competitive position </li></ul><ul><li>Foundation for further partnership development </li></ul>
    11. 11. Take away <ul><li>The ROI of internationally development cannot only be financial, but should be seen in a broader scope of development leading to returns on the long run </li></ul><ul><li>Engage in a strategic research / feasibility study to capture market size and needs </li></ul><ul><li>Form regional committee for programme input and to function as local multipliers </li></ul><ul><li>Adapt programme as per the respective point in the knowledge life cycle </li></ul><ul><li>Invest time and allow resources in building 3 rd party relationships </li></ul><ul><li>Allow for local adaptations in price, programme structure, speaker selection and networking opportunities </li></ul>
    12. 12. THANK YOU ! MCI – Mumbai Office 401 Everest Classic 390 V.P. (Linking) Road Khar (W), Mumbai 400 052, India Phone: + 91 22 6710 1183 Fax: +91 22 6710 1184 Email: