Why should I be trained in MAP™


Why is MAP for me?

The meeting industry is a young and developing industry.  The recent crises have all shown its vulnerability.  One of the big challenges we face is the lack of influence we - the Meeting Professionals -  have on the meeting itself, its content, its format, its substance. Yes, meetings do create local value in bringing organizers and participants that spend in a destination; that we understand and know how to explain.  But meetings are not organized for that purpose!  It is a ‘side effect of meetings, that have to bring participants together in one place for a certain duration. The real purpose of meetings lies in the value they create within the groups they gather. What they learn, who they meet and how energized and engaged they all leave the meeting to start new projects or drive existing ones forward. This is the real power of meetings, the value meetings create. 
The real engine of meetings is change or innovation. And the real challenge we all face is learning how to control, tune and optimise that engine. Meeting architecture is the name of the discipline that aims at doing just that. A meeting architect will design and ‘build’ a meeting based on objectives and measure its success. This multidisciplinary profession learns essential knowledge from other industries and sciences and creates a toolbox to enhance effectiveness. It uses the ROI methodology, aiming at increasing the ROI, more than measuring ROI.

To increase the Impact or our meetings and conferences, We can apply MAP™ or the Meeting Architecture Process. With the exprience you have, and all the tools you know, MAP™ creates a roadmap that enables meeting teams to improve their impact by objective based design. MAP™  is a methodology that makes you facilitate or lead two structured brainstorms around meeting objectives and meeting design. The key reason for you to master MAP™ is to increase your influence and impact on the way meeting create value for participants and meeting owners. It is the first step towards ownership of the value creation in meetings. You can be a pioneer in our industry and change the way people around you look at meeting spend. In that way, MAP™ could be the future standard operating procedure (SOP) for larger meetings and events in your organization.
For who is MAP™?
The typical participants in MAP™ training are meeting planners, event managers, procurement officers, meeting designers, facilitators, etc. These individuals all work with meeting owners in the planning and execution of e meeting or an event. Most of us have a role in the logistical/hospitality side of projects, and much less into the content side, the value creation, etc. MAP™ helps us to increase our influence in the often protected space of meeting content. MAP™ training is also populated by venue and destination professionals that wa nt to understand what drives meeting planners and meeting owners.


Some references

Thanks so much, for the informative and productive session! 

Emily Kao, Panda, California, USA.
It was a fantastic class and I've already put the process to use with one of my internal clients.
Mary Beth Jenson, CMP, Corporate Events & Programs Specialist, Bank New York Mellon
Comments from NBTA Class, San Diego: “MAP™ Is extremely relevant”,   and ” I will use this to create a corporate wide SOP”.
From Dublin ROI week, “I will rethink company strategy, educate staff” and “I will Use MAP™ now in a developing program”

The training Program


The one day program uses the 120P Workbook  and the documents / templates that can be used to design future meetings and events. The total Meeting Architecture Process (MAP) has 2 x 7 steps of which the main ones are listed below. The map training contains a case and group work in small groups around the table so participants get a good experience, language development and a very practical use of the methodology, hands-on application of the documents and templates. Meeting Architecture Process (MAP) can be used for ALL meetings, ALWAYS! Even if there is limited time, or even if it is a small meeting, Meeting Architecture Process (MAP) can be used in a short version with only a flipchart to improve the impact of any meeting.

1. Introduction and history of Meeting Architecture and basics on ROI

The MA in MAP™ stands for Meeting Architecture which is a new and developing discipline in the meetings and events industry. It started in 2008 when the Book Meeting Architecture, a manifesto was published. Soon a paper, signed by 40 industry leaders followed and an international “Project Meeting Architecture” is founded.  Meeting Architecture and the ROI methodology fit nicely together. The idea is that the Meeting Architecture will be the person measuring the ROI, but more importantly use the ROI methodology to base much of the work on.

2. Identification of meeting objectives

Most participants will agree that they have never seen written, clear, detailed and measurable objectives. MAP™ helps to get to such objectives with the Meeting Owner or project team. By using the structure in the Meeting Objectives Matrix and working on a case together, we get more comfortable in facilitating such brainstorms. We increase our language, learn the necessary facilitation skills and improve our methodology.

 3. Formulate level 3 objectives (desired action)

Objectives of meetings only become interesting if they lead to action. If a participant learns something, and applies it, that is when things happen, and value is created. How do we take meeting ojectives and change them into such action based objectives. This phase takes each team in the training into the application of the ROI theory. It is an exercise on translating the objectives a project team usually would have to a higher level: the level of change in participant post meeting action.

4. Designing based on objectives, Chatty tools, Meeting Identity

Only in a second phase, after Identifying objectives, we start working on the design: Based on the precise and written objectives. In order to come up with the most effective design, a Meeting Architect needs to have a lot of tools in his toolbox. We look at the Meeting Support Institute knowledge base and how it helps to find those tools.  The current offer is constantly growing in online tools for networking, innovative devices for interactivity, learning technology,  creative meeting formats, new presentation techniques, Successful use of social media, etc.

5. Execution:  before, during and after the meeting.

how do we make sure the execution also happens according to plan? Do we start measuring during the Meeting? How do we impact the crew, the speakers, etc.  Round table discussions exchange experience and best practices.

6. Assessment Questions based on Objectives

What questions doe we ask the participants to measure effectiveness?  What are relevant applications? How do we integrate the ROI methodology in our work? Together in small teams, we develop this question for a set of objectives in the case we are developing.
The above learning happens in a training where a case and group work form the bulk of the activity. Questions raised by peers, discussions and exercises, make the methodology very tangible.  People work in groups of 5 to 7 and the case is identical for all teams. Team presentations reveal additional ideas and discussion and generate additional learning.
All participants receive a copy of the workbook, a catalogue for meeting design and a set of blank documents.
A digital version of the documents is available for future use is included.





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