Presentation for project management class for a fictional women in media conference. Project intended to cover rationale, consumer proposition for several stakeholder groups, and organizational process leading up to a large conference event.

2. EXECUTION
Post-event analysis
STATISTICS
VISION
2
4
1
6
2Women in Media
Background information on women in
media, Emerson College demographics
NEXT STEPS
Guiding principles leading up to and
shaping the direction of this project
Timelines, vendors, and partners
Emerson students, Emerson alumni3 CONSUMER PROPOSITION
Schedule of events5 LIVE EVENT

3. 3Women in Media
Statistics
D A I L Y N E W S P A P E R
MALE FRONT-PAGE
BYLINES vs. FEMALE
FRONT-PAGE BYLINES
3 to 1
DAILY NEWSPAPER
EMPLOYEES
31.1%
REPORTERS
38.1%
COPY/LAYOUT EDITORS,
ONLINE CONTENT
PRODUCERS
41.6%
Women’s Media Center (2015). The Status of Women in the U.S. Media 2015.

4. Statistics
T V A N D F I L M
PRODUCERS, EXECUTIVE PRODUCERS
SCREENWRITERS
DIRECTORS, CINEMATOGRAPHERS
PHOTOGRAPHERS, ARTISTS, VIDEOGRAPHERS
TV NEWS EMPLOYEES
17 %
TV NEWS DIRECTORS
26.8 %
15 %41.2 %
17 %30.8 %
Women’s Media Center (2015). The Status of Women in the U.S. Media 2015.
4Women in Media

5. Statistics
T V A N D F I L M
PRODUCERS, EXECUTIVE PRODUCERS
SCREENWRITERS: 92 CENTS ON THE DOLLAR
DIRECTORS, CINEMATOGRAPHERS
PHOTOGRAPHERS, ARTISTS, VIDEOGRAPHERS
TV NEWS EMPLOYEES
TV NEWS DIRECTORS
17 %
17 %26.8 %
15 %41.2 %
30.8 %
Women’s Media Center (2015). The Status of Women in the U.S. Media 2015.
17 %
5Women in Media

6. 6Women in Media
88 MEN AND 12 WOMEN
Talker’s “Heavy Hundred” news radio show hosts
98 MEN AND ONLY 2 WOMEN
Talker magazine’s “Heavy Hundred” sports radio
talk show hosts
1 IN 5
Solo women radio show hosts
Statistics
R A D I O
Women’s Media Center (2015). The Status of Women in the U.S. Media 2015.

7. E M E R S O N C O L L E G E
Statistics
42%59.8% 84%
7Women in Media
Peterson’s (2016). https://www.petersons.com/graduate-schools/emerson-college-000_10026725.aspx
Graduate and undergraduate
women
Women enrolled in School of
Communication
Female faculty in School of
Communication

8. “There is a crisis of
representation in the media.
We live in a racially and
ethnically diverse nation that is
51% female, but … media
itself remains staggeringly
limited to a single
demographic.
The media is the single most
powerful tool at our disposal; it
has the power to educate,
effect social change, and
determine the political policies
and elections that shape our
lives. … diversifying the media
landscape is critical to the
health of our culture and
democracy.” - Women’s Media Center
8Women in Media
Vision
T H E P R O B L E M
Women’s Media Center (2015). The Status of Women in the U.S. Media 2015.

9. Present a major conference for
women in media at Emerson
College, hosted by the School of
Communication. The day-long
conference will be aimed at
women studying media at
Emerson, will feature speakers
from diverse media fields, and will
include both a networking
component during the conference
and a small post-conference
dinner for speakers, faculty, and
local alumni and donors.
9Women in Media
Vision
T H E P R O P O S A L
Women’s Media Center (2015). The Status of Women in the U.S. Media 2015.

10. 10Women in Media
Leverage conference as development
tool (ultimate goal: scholarship for
women in media, $100,000
endowment), particularly targeting
Emerson alumni donors
Launch “Women in Media”
conference; lay groundwork for this
to become an annual event in
partnership between School of
Communication and Office of
Institutional Advancement
Serve the community of women
studying media at Emerson
College
2
3
1
Vision
O V E R A L L G O A L S A N D O B J E C T I V E S
Raise profile and strengthen
reputation of both the College and
the School of Communication
4

11. 11Women in Media
Spring 2016 survey of 144 graduates of 2- and 4-year colleges and graduate
programs throughout the US showed that people are giving away their money.
They’re just not giving it to schools.
The margin of error for this survey was +/- 8.11%, with a confidence level of 95%.
O T H E R D O N A T I O N S
B A S E D O N
E D U C A T I O N
D O N A T I O N S T O A L M A
M A T E R B A S E D O N
E D U C A T I O N
O T H E R
D O N A T I O N S
B A S E D O N
I N C O M E
D O N A T I O N S T O A L M A
M A T E R B A S E D O N
I N C O M E
Vision
O F F I C E O F I N S T I T U T I O N A L
A D V A N C E M E N T
Brady, K. (2016) “Summary Findings for Alumni Donor Survey.”
Why now?
Why us?

12. Facilitate strategic partnerships with
organizations that might be able to
leverage their existing base or contribute
funds to this conference and campaign
Help support an event/campaign that
emphasizes Emerson’s commitment to
causes donors care about
(underrepresented groups in media)
Work with conference team to propose
existing and potential donors and, in
particular, alumni as speakers
2
3
1
Vision
12Women in Media
4
O F F I C E O F I N S T I T U T I O N A L
A D V A N C E M E N T : G O A L S
Target campaign to alumni community;
identify and cultivate potential and
existing donors using conference as an
opportunity to raise funds to establish
endowed scholarship

13. 13Women in Media
This conference on women in the
media will educate and empower
women at Emerson College who study
a wide range of media disciplines
through insights, perspectives, and
discussions led and shared by women
from diverse array of media roles.
Through panel discussions, individual
speakers, and networking
opportunities, the women of Emerson
College will receive a conference
experience that will help place careers
in media within their reach.
C U R R E N T S T U D E N T S
Consumer
Proposition

14. Consumer Proposition
E M E R S O N A L U M N I
14Women in Media
This conference is an opportunity for
Emerson alumni to see firsthand that the
college is both willing and able to take an
active role in the real-world issues that
alumni care about. Alumni will be able to
see the sort of commitment to direct action
that is known to more successfully engage
and mobilize them.
Through this event, Emerson alumni will
have meaningful opportunities to see their
donations at work and will receive a sense
of ownership and pride in becoming the
driving force behind a new scholarship
endowment for women in media at
Emerson.

15. Administration
School of
Communication
Office of Institutional
Advancement
Finance Dept.
Event Planner
Conference Team
Student Volunteers
Communications & Marketing
Faculty
ExecutionI N F R A S T R U C T U R E
15Women in Media
Current Donors
& Alumni

16. 16Women in Media
Administration
School of
Communication
Office of Institutional
Advancement
Finance Dept.
Event Planner
Conference Team
Student Volunteers
Faculty
ExecutionI N F R A S T R U C T U R E
Current Donors
& Alumni
Communications & Marketin

17. Veronica Belmont ’04, tech journalist
Latoyia Edwards ’98, newscaster Lucia Cottone ’92, television executive
17Women in Media
Execution
O F F I C E O F I N S T I T U T I O N A L
A D V A N C E M E N T T I M E L I N E
6 MONTHS—LIVE
1 YEAR
8 MONTHS
LIVE
• Build internal consensus
• Set campaign priorities, guidelines,
goals
• Establish budget
• Propose alumni speakers
• Establish alumni & donor outreach plan
• Establish strategic partnerships
• Work closely with Communications &
Marketing to develop materials and
strategy suited to fundraising
campaign
• Identify current and potential donors
(focusing on alumni)
• Work with strategic partners and alumni
influencers on sharing message
• Alumni & donor campaign outreach
(emails, social, web, direct mail)
• Plan post-conference VIP dinner
• Offer input on networking portion of
conference
• Capture photos, videos, stories from
students and alumni during conference
(much of which will be logged for future
use)
• Execute post-conference VIP dinner

18. Execution
B R A I N S T O R M I N G : S T R A T E G I C P A R T N E R S H I P S
18Women in Media
International Women’s Media Foundation

19. • Leverage existing School
social media accounts
• Conference subdomain
page on School of
Communication website
• Engage WERS and other
college press outlets along
with local press
• Capture photos, videos,
participant and speaker stories
during conference
• Use Collegiate Press for
graphic design: posters, name
tags, tent cards, postcard
mailers
• Ensure consistent branding
across conference and
campaign
• #EmersonWomenInMedia
• Prioritize students, alumni,
local communities, women
in media organizations as
target audiences
• Enlist students, alumni, and
partners to spread the word
via social media, blogs, etc.
Execution
O F F I C E O F C O M M U N I C A T I O N S & M A R K E T I N G S T R A T E G Y
19Women in Media

20. 20Women in Media
Execution
O F F I C E O F C O M M U N I C A T I O N S & M A R K E T I N G S T R A T E G Y

21. Execution
M A R K E T I N G T I M E L I N E
21Women in Media
5 MONTHS—LIVE
8 MONTHS
6 MONTHS
LIVE
• Establish conference subdomain (with “giving”
link)
• Reach out to promotional partners within
Emerson (WERS, school news outlets, etc.)
• Begin to work with Collegiate Press on poster
designs, campaign materials
• Establish alumni & donor outreach plan
• Issue press release, external press outreach
• Announce conference on social media, School
of Communication blog and any other relevant
Emerson blog
• Work with Emerson partners on sharing
message
• Alumni & donor outreach (emails, social, web)
• Commence regular blog and social media
posts
• Invite speakers, donors from media, alumni,
and industry leaders to contribute
• Enlist students, alumni, and conference
partners to promote and engage
• Continue regular blog & social media posts,
emails, WERS/college news mentions
• Speaker and industry leader guest posts,
student/alumni/conference partner social media
posts
• Paid posts
• Have photographer on-site
• Capture photos, videos, stories from
participants and attendees (much of which will
be logged for future use)
• Posters around campus
• Postcard mailings to students, campaign
mailings to alumni and donors

22. • Assemble conference team
• Identify potential partners
• Receive budget
• List of potential speakers (solicit suggestions from
faculty, students, donors, and alumni)
• Initial brainstorm on potential panel groupings
• Set event date (check College calendar for conflicts)
• Book event venue (Bill Bordy Theater & Auditorium),
AV support, security, maintenance, etc.
• Marketing brainstorms (conference and development)
1 YEAR
22Women in Media
Execution
C O N F E R E N C E P L A N N I N G T I M E L I N E

23. 23Women in Media
• All marketing in full swing
• Keep in touch with speakers, VIPs, special donors
• Finalize menu for entire event (meals, coffee
breaks, dinner) – dietary restrictions
• Adjust workflow as needed
4 MONTHS
• Book hotels, travel (in communication with speakers)
• Book caterer for breakfast, lunch, coffee
• Work with OIA on guest list for post-conference dinner
(current faculty, alumni, local donors)
• Book restaurant for post-conference dinner
• Determine live event roles
• Update budget as needed
• Book event photographer, contact press
• Ongoing communication with partners
• Notify campus bookstore of any published
presenter/speaker
• Adjust workflow as needed
6 MONTHS
• Finalize list of speakers, contact and contract
• Ask for speakers’ CVs, bios, and head shots for publicity, as
well as any required info for honoraria/reimbursements
• Finalize panels/topics
• Make contingency plan for last-minute cancelations
• Finalize marketing plan
• Assess potential additional security requirements
• Contract printer for poster design, conference materials,
mailings
• Establish strategic partnerships
• Adjust workflow as needed
8 MONTHS

24. • Ensure all vendors are paid, process speaker honoraria
• Collect and process all reimbursement requests from
speakers
• Event post-mortem with conference team & volunteers;
smaller post-mortems among development, marketing, etc.
• Office of Institutional Advancement SWOT analysis
• Conduct post-event survey, look at social media analytics
• Thank-yous to presenters, donors, partners, volunteers
• Distribute conference content to relevant offices for future
use
POST-EVENT
• Ensure that speakers have student escorts to help them
find locations, help with last-minute needs
• Make sure all AV is checked before each presentation
• Have at least one staff member on-site at every level of
conference event (setup, presentations, post-conference
dinner), regardless of volunteers present, to act as
liaison/troubleshooter
• Clean and reset room as needed after each session
• Have staff regularly interact with participants to ask for
and record in-the-moment feedback
EVENT
• Confirm everything and everyone
• Line up student volunteers, assign roles
• Finalize/confirm head-count for post-conference dinner
• Complete nametags, tent cards, printed program/poster,
and other on-site materials
• Assemble and distribute welcome packets for speakers
(local maps, itineraries, etc.) – via hotel and/or postal
mail
3 MONTHS—1 MONTH
24Women in Media

25. Execution
C O N F E R E N C E V E N D O R S
25Women in Media

26. Execution
B U D G E T
26Women in Media

27. • Registration, breakfast
8:30 – 9:00 a.m.
• Caterer arrives with breakfast and first
coffee
break supplies
• Volunteers escort speakers from hotel to
conference
8:00 a.m.
• Final AV tests
• Set up registration and break tables, presentation
area,
• bring boxes of conference supplies to conference site
• Speakers arrive, check into hotels, free evening
Previous Day
• Staff and volunteers arrive to set up
completely for conference
7 a.m.
• Welcome remarks
9:00 a.m.
• Keynote
9:15 – 10:00 a.m.
Live EventE V E N T S C H E D U L E
27Women in Media

28. • Lunch
12:00 – 1:15 p.m.
• Second session
• Caterer delivers lunch/set-up
11:15 a.m. – 12:00 p.m.
• First session
• Coffee break cleanup
10:15 – 11:00 a.m.
• Short break
11:00 a.m.
• Third session
• Caterer arrives with final coffee break
1:15 – 2:00 p.m.
• Networking event coffee break
2:00 – 3:30 p.m.
• Post-conference VIP dinner
6:45 p.m.
• Conference site cleanup
• Speakers have free time, volunteers
escort speakers back to hotel if
desired
4:45 p.m.
• Pre-dinner cocktails
6:00 p.m.
• Closing remarks
4:15 – 4:30 p.m.
• First coffee break
10:00 – 10:15 a.m.
• Final session
3:30 – 4:15 p.m.
28Women in Media
Live EventE V E N T S C H E D U L E

29. 29Women in Media
Next Steps
P O S T - E V E N T A N A L Y S I S
Collect direct feedback from School of Communication,
college administration, speakers/presenters, students,
and other stakeholders; distribute post-event survey
(raffle incentive)
• DIRECT FEEDBACK
Conduct event post-mortem with conference team
and volunteers; development and marketing post-
mortems
• POST-MORTEM
Office of Institutional Advancement in particular
should conduct a SWOT analysis of event to
analyze campaign aspect and check future priorities
• SWOT
Distribute content generated during conference
(photos, stories, video, etc.) to appropriate
departments for future use
• REPURPOSE EVENT CONTENT
Social media, web analytics should be examined to
gauge engagement
• ANALYTICS

30. Thank you!
30Women in Media