Conference Journey
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Approved for development
Summary
The Conference Journeys process at AANP is designed to manage the communication and engagement of members, prospects, and attendees related to various conferences hosted by AANP. This process involves a series of targeted email campaigns aimed at promoting registration, providing essential event information, and following up with participants after the event. The goal is to maximize attendance, ensure a smooth experience for attendees, and gather valuable feedback to improve future events.
AANP hosts several key conferences throughout the year, including the Health Policy Conference, Fall Conference, and National Conference. Each of these events requires tailored communication strategies to address the unique needs and interests of the target audiences. While the core content of the communications remains consistent year after year, each conference is given a unique design with updated style and artwork to reflect the current year's theme and branding. The journeys must be flexible enough to accommodate different timelines, attendee statuses, and geographic locations, while also allowing for the easy setup and management of one-time campaigns.
Requirements
External Users
- As a member or non-member, I should be able to receive open registration emails for the conferences I am eligible to attend.
- As an attendee, I should be able to receive a series of event-related emails, including reminders about important dates, session selections, and logistical details like "Know Before You Go" information.
- As an attendee, I should receive thank-you emails and post-event surveys to provide feedback on my experience.
- Dynamic Content Blocks: I should receive customized messaging based on my past attendance at the National Conference:
- If I attended the National Conference in the past: The email should include content that builds on my previous experience, such as highlighting new sessions or speakers that may interest me.
- If I have not attended the National Conference before: The email should emphasize the value of attending for the first time, including testimonials from past attendees and an introduction to key events or networking opportunities.
- Use Case Example: The system should provide examples of how this dynamic content can be implemented and the potential impact on registration rates.
- As an on-demand attendee, I should receive emails specific to the on-demand portion of the conference, including reminders about registration, session availability, and important deadlines.
- As a member or non-member, I should receive targeted communications based on my geographic location (e.g., members in driveable states) or previous attendance history.
Internal Users
- As an internal user, I should be able to create and schedule email campaigns for each conference, including registration promotions, session reminders, and follow-up communications.
- As an internal user, I should be able to segment and target specific groups of recipients based on criteria such as location, membership status, past event attendance, and on-demand registration.
- As an internal user, I should be able to customize and manage email templates for each conference, ensuring that the unique design and artwork for the current year are applied while maintaining consistent messaging.
- As an internal user, I should be able to track and report on the performance of conference-related campaigns, including metrics like registration rates, email opens, and survey responses.
- As an internal user, I should be able to manage the import of attendee lists via CSV, ensuring accurate targeting and communication throughout the conference journey.
- As an internal user, I should have access to a consolidated view of all communications sent to attendees, including email history, to provide comprehensive support and address any inquiries.
- As an internal user, I should be able to collect and analyze feedback from attendees through post-event surveys, including both in-person and on-demand events, using the insights to improve future conferences.
Assumptions
- Conference-related communications will be tailored to the specific event, taking into account the unique needs of each audience and the timeline of the event.
- Each conference will have its own unique design and artwork each year, even though the core content of the communications remains consistent.
- The system will support the easy setup and management of one-time campaigns, particularly for targeted groups based on location, past attendance, or on-demand participation.
- All communication preferences will be respected, ensuring that recipients only receive emails for which they have opted in.
Appendix: Conference Communication Timelines
| Conference | Email Type | Timing | Estimated Delivery Month |
|---|---|---|---|
| Health Policy Conference | Open Registration | 6 months before the conference start date | March (for a September conference) |
| Last Chance to Register | 1 month before the conference start date | August | |
| Know Before You Go | 1 week before the conference start date | Late August / Early September | |
| Thank You & Post-Event Survey | 1 week after the conference ends | Late September | |
| Follow-up on Missed Registrations | 1 week after the last chance email | Mid August | |
| Evaluation Reminder | 2 weeks after the conference ends | Early October | |
| Fall Conference | Open Registration (In-Person & On-Demand) | 6 months before the conference start date | April (for an October conference) |
| Last Chance to Register (In-Person) | 1 month before the in-person conference start date | September | |
| Know Before You Go (In-Person) | 1 week before the in-person conference start date | Late September / Early October | |
| Thank You & Post-Event Survey (In-Person) | 1 week after the in-person conference ends | Mid October | |
| Follow-up on Missed Registrations (In-Person) | 1 week after the last chance email | Mid September | |
| Evaluation Reminder (In-Person) | 2 weeks after the in-person conference ends | Late October | |
| Know Before You Go (On-Demand) | 1-2 days before the on-demand conference starts | Mid October | |
| On-Demand Conference Opens | 1-2 weeks after the in-person conference ends | Mid October | |
| Last Chance to Register (On-Demand) | 1 week before the on-demand conference ends | Late November | |
| On-Demand Conference Ends | 1 month and a half after it begins | Late November / Early December | |
| Evaluation Reminder (On-Demand) | 2 weeks after the on-demand conference ends | Mid December | |
| National Conference | Open Registration (In-Person & On-Demand) | 6 months before the conference start date | December (for a June conference) |
| Last Chance to Register (In-Person) | 1 month before the in-person conference start date | May | |
| Know Before You Go (In-Person) | 1 week before the in-person conference start date | Late May / Early June | |
| Thank You & Post-Event Survey (In-Person) | 1 week after the in-person conference ends | Late June | |
| Follow-up on Missed Registrations (In-Person) | 1 week after the last chance email | Mid May | |
| Evaluation Reminder (In-Person) | 2 weeks after the in-person conference ends | Early July | |
| Know Before You Go (On-Demand) | 1-2 days before the on-demand conference starts | Mid June | |
| On-Demand Conference Opens | 1-2 weeks after the in-person conference ends | Mid June | |
| Last Chance to Register (On-Demand) | 1 week before the on-demand conference ends | Late July | |
| On-Demand Conference Ends | 1 month and a half after it begins | Late July / Early August | |
| Evaluation Reminder (On-Demand) | 2 weeks after the on-demand conference ends | Mid August |
Approvals / Signoffs
| Role | Name | Signature | Date |
|---|---|---|---|
| Technical Lead | Jeff Sikes | JS | 07/26/2024 |
| Stakeholder | Zeke Holliman | ZH | 08/16/2024 |