Michigan Association of CPAs

Event Garde supports MICPA through first year of new Business Development Department; reaches 102% of its annual revenue goal.

Event Garde supports MICPA through first year of new Business Development Department; reaches 102% of its annual revenue goal

"Event Garde guided us through development of processes and procedures to successfully launch a new non-dues revenue department while building sponsorship sales to surpass our goal."
- Jean Jernigan, Michigan Association of CPAs
  • Developed a survey sent to leads that launched the creation of customized packages building average sales per client from $1,200 to $4,500 annually.
  • Analyzed and streamlined current processes and procedures that improved efficiencies across multiple departments within the organization while developing the Business Development Department.
  • Built the appeal for potential clients by creating templates for marketing, sales and event profiles.
  • Increased overall sales gross revenue for the organization from $355,000 to $495,000.

Challenge

The MICPA recognized the need for a new source of non-dues revenue due to the decline in overall event registration revenue – a way to subsidize the events with sponsorship funding so they could still be held. It was determined that a new department dedicated only to selling sponsorships, advertising and exhibit space should be formed to bring in the necessary dollars to increase funding. The organization needed an outside consultant with expertise to guide the development of this new department.

Solution:

Aaron Wolowiec and his team professionally and successfully came in, assessed the current situation and determined the proper way to develop the department so it could reach its maximum potential within the first year as a stand-alone department. This process has not only helped the Business Development department, but it it has been used as a model to help other departments throughout the organization.

Finish:

Event Garde’s help with the implementation of a new department within the MICPA is a model many organizations would benefit from learning. It helped staff reach their full potential and ultimately improved employee morale due to its success.