Chapter+3

 The 2009 HCEA Annual Meeting only offers online registration. To register for the event, attendees click on the “Attendee Registration” link and it takes them to the registration form. The form asks for their name, the organization’s name they are coming with, address, direct phone number, email and password. Then, you proceed to register and you fill out further information regarding your involvement at the annual meeting. They also give information on the ancillary events and give attendees the option of registering through the site. The process also asks the attendees which meals and meeting events they will be attending. The payment must be paid online. The registration software is powered by HCEA. For registration, I think it wouldn’t be a bad idea to include a link for attendees to request a registration form to mail-in with their payment.  The URL/Web address for the 2009 HCEA Annual Meeting is []. I think this is an acceptable web address, but I also feel that they could make the event have its own web address like; [|www.hceaannualmeeting.org]. This would be easier to remember for anyone trying to directly reach the site or remember the sites URL. To help make the event easier for potential attendees to get information the keywords that could be used would be; healthcare, exhibition, association, annual meeting. These words would be easy for them to remember, and then they could get more details on the annual meeting. Appendix 5 refers to the results that came up when using the 5 keywords in a Google search.   The opening page of the HCEA Annual Meeting website does grab your attention when you first arrive at the site. It has a very attractive, multi-colored logo with the annual meetings title “Waves of Change” also included on the logo. There is also a streaming video that immediately starts as you enter the site and it talks about the 2009 HCEA Annual Meeting and what it will be featuring this year. The opening page also has all the information a potential attendee would immediately want to know about the event; location, dates, educational programs, pricing, hotel information, venue information, and other benefits, along with all the exhibitor information. There is also a testimonial on the opening page for guests to view, which really helps sell an event. The website doesn’t include FAQ’s section for attendees. The website also does not have any other company links on the website that they traded with, which is an area where they could potentially bring in extra revenue if they decided add to the homepage. There is also no option for attendees to make the site their home page, but on most computers you can make any website you would like your homepage. This can be done by clicking the ‘home’ button in the top right hand corner and choosing to change your homepage. The website does have a newsletter that attendees are able to subscribe, “HCEA Edge.” The e-newsletter is a monthly resource for HCEA members that keep them up-to-date on the healthcare exhibit and convention marketing industry. It also has information on industry news, trends, research, and much more for members to take advantage of.  The HCEA Annual Meeting website doesn’t have any free giveaways on the site. I would suggest the site having a weekly drawing of all those who registered within the week and have weekly prizes. The earlier the registration is the better the prizes will be. Some of the prizes could be gift cards to restaurants in the Tampa area, books from top personnel in the exhibiting industry, possibly credit toward membership fees, or even Tampa souvenirs, such as a beach towel, to get them ready for the fun. This could help to raise registration numbers earlier.   The website does offer banner ads for advertising, but only the event and association are using the ad space. They offer headline banner ads, sky scrapper banner ads, and margin banner ads and are priced based on either a 6 or 12 month advertising period. The pricing for the ads is shown below in the table:  **Comprehensive Content Sponsorship ** |||||||| **6-Month ** |||||| **12-Month ** || Be seen on every public page, site wide. Average annual impressions: 103,000 |||| Sponsor content related to certain sections of the website. <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">HCEA Home Page (32,000 annual impressions) || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Rotating* Web Content Sponsor || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$1,704 |||| <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$1,536 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$984 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$2,840 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$2,560 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$1,640 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">HCEA Members-Only Section (10,500 annual member-oriented impressions) || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Rotating* Web Content Sponsor || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$2,045 |||| <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$1,843 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$1,181 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$3,408 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$3,072 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$1,968 || <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">*Non-member advertisers add $800 to listed pricing. || <span style="font-size: 12pt; font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman';">On the website it also includes a house ad. The add is for the HCEA Certified Manager of Exhibits Program (CME) and Certified Manager of Healthcare Exhibits (CME/H) and the link takes you directly to information on the programs and an online application form for the programs. <span style="font-size: 12pt; font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman';"> For further advertising of the 2009 HCEA Annual Meeting there is the possibility of using E-Zines for further exposure. One e-zine that would be a good fit for the HCEA Annual Meeting to have an ad in is the Exhibitor News Network online, which would possibly have a lot of industry professionals that check this site. Another possible e-zine would be Forbes.com under the healthcare tab. This could a great way to reach possible attendees through a popular online newsletter. Another way to advertise would be through trading links with partnership and affiliates. Some sites that the HCEA Annual Meeting could consider would be The Association for Exhibit and Event Professionals (tsea.org), Professional Convention Management Association (PCMA.org), and the <span style="font-size: 12pt; font-family: 'Times New Roman','serif';">International Association of Professional Congress Organizers (IAPCO). All these potential affiliate sites are organizations that have to do with event planning, marketing, and managing. These would be useful sites to trade links with for additional advertising and promotion of the HCEA Annual meeting. <span style="font-size: 12pt; font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman';"> <span style="font-size: 12pt; font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman';"> On the main website for the HCEA Annual Meeting there are the workshops from the 2008 Annual Meeting available for sale through the association. Audio and video media on the website include a virtual tour of the exhibit hall and a streaming news video about the annual meeting. The contact information available for potential attendees on the website is on the bottom of the site page and says “contact us.” The contact information includes the general postal address of the association along with their phone and fax number, and a general mailbox, hcea@kellencompany.com. Also listed on the contact page is the staff contact emails, which includes the executive vice president, director of marketing and information systems, meetings manager, staff associate, associate director, special projects manager, and director of communications. <span style="font-size: 12pt; font-family: 'Times New Roman','serif';"> <span style="word-spacing: 0px; font: 13px/19px Tahoma; text-transform: none; color: rgb(51,51,51); text-indent: 0px; white-space: normal; letter-spacing: normal; border-collapse: separate; text-align: justify; -webkit-text-size-adjust: auto; orphans: 2; widows: 2; -webkit-border-horizontal-spacing: 0px; -webkit-border-vertical-spacing: 0px; -webkit-text-decorations-in-effect: none;">
 * <span style="font-size: 12pt; font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman';">Chapter3 **
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Headline Position **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Skyscraper Position **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Margin Position **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Headline Position **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Skyscraper Position **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Margin Position **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Rotating* Web Content Sponsor **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$3,408 **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$3,072 **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$1,968 **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$5,680 **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$5,120 **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">$3,280 **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';"> ||
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Targeted Content Sponsorship **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Targeted Content Sponsorship **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">
 * <span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">Targeted Content Sponsorship **<span style="font-size: 12pt; color: black; font-family: 'Times New Roman','serif';">