Learning models have evolved beyond the traditional classroom settings still used at most professional conferences and meetings. This presentation highlights the key attendee personas and their preferred learning styles. It also features cutting edge learning models for events.

2. Learner Outcomes
• Identify the specific attendee types (personas) for your events
• Design learning around the personas’ needs
• Highlight new educational models to serve a variety of learning
styles
@melindakendall
@insightschick
#pcmaCL

4. A pattern of behaviors that helps
you understand yourself and others
When you know the personas,
the world becomes easier to navigate
Why Should
I Care?
What’s a
Persona?

5. LEAVING
A MARK
NO MAN
AN ISLAND
YEARNING
FOR PARADISE
PROVIDING
STRUCTURE
The
Explorer
The
Innocent
The
Sage
The
Ruler
The
Creator The
Care
Giver
The
Jester
The
Lover
The
Regular
Guy
The
Hero The
Outlaw
The
Magician
Classical
Archetype
Personas

6. Which classical archetype persona are YOU?
Leaving A Mark
The
Hero
The
Outlaw
The
Magician
The
Jester
The
Lover
Regular
Guy/Gal
No Man an Island Providing Structure
The
Ruler
The
Creator
Care
Giver
Yearning for
Paradise
The
Explorer
The
Innocent
The
Sage

7. DESIRE TO
LEAVE A MARK
FOCUS IS
ELSEWHERE
PROVIDING
STRUCTURE
Reluctant
Attendee
Vacation
Focused
Phantom
Exhibitor
Academic Regular
Guy/Gal
Protégé
Trend
Setting
Leader
Up &
Comer
Mentor
Attendee
Personas

8. Which attendee persona are YOU?
Desire to Leave
a Mark
Up and
Comer
Trend-
Setting
Leader
Mentor
Providing
Structure
Protégé
Regular
Guy/Gal
Academic
Focus is
Elsewhere
Vacation
Focused
Phantom
Exhibitor
Reluctant
Attendee

9. Attendee Personas
DESIRE TO LEAVE A MARK
No-nonsense
leader
interested in the
latest trends
Growth-oriented
leader who gains
inspiration from
events
Empathetic leader
who enjoys
mentoring
colleagues
Trend
Setting
Leader
Up &
Comer
Mentor

10. No-nonsense
leader
interested in the
latest trends
The Trend Setting Leader
 Network, meet experts
 Less interest in conference education
Learning Preferences
 Exclusive events (golf, whiskey tasting)
 Visionary speaker
 Share ideas with other senior leaders
 Intimate settings
Shortcut Ideas
Trend
Setting
Leader
DESIRE TO LEAVE A MARK

11. Trend-Setting Leaders networking at their level Trend
Setting
Leader

12. The Up & Comer
Learning Preferences
Shortcut IdeasGrowth-oriented
leader who gains
inspiration from
events
Up &
Comer
 Hungry to do it all, very passionate
 Loves everything about conferences!
 Inspire her
 Let her inspire others
DESIRE TO LEAVE A MARK

13. Example 1: Networking-Heavy Environments
SHRM sr mgr lounge?
SHRM Hive?
GlobalShop Attendee Networking
Up & Comers connecting with career leaders
Up &
Comer

14. Interviews provide big trends and inspiration Up &
Comer
Trend
Setting
Leader

15. The Mentor
Learning Preferences
Shortcut IdeasEmpathetic leader
who enjoys
mentoring
colleagues
Mentor
 Strong sense of community
 Wants to network, share with others
 Appeal to her sense of community
in discussions
DESIRE TO LEAVE A MARK

16. Group Workshop
Mentor

17. Attendee Personas
PROVIDING STRUCTURE
Academic
Regular
Guy/Gal
Protégé
Contributor
looking to learn
and advance, but
not to lead
Hard worker who
wants to improve
their job
performance
Academic
representative,
often politically
involved

18. The Protégé
Learning Preferences
Shortcut Ideas
PROVIDING STRUCTURE
Protégé
Contributor
looking to learn
and advance, but
not to lead
 Wants education, to learn about trends
 Appreciates a mentor
 Mentor programs
 Traditional conference sessions
 Pure learning opportunities

19. Example 3: Protégés and Mentors Connecting
ASM Student Lounge?
IFT SPA for teachers/students
Mentors advising students in a structured setting
MentorProtégé

20. Protégés and Mentors connecting in their specialty
MentorProtégé

21. The Regular Guy or Gal
Learning Preferences
Shortcut Ideas
PROVIDING STRUCTURE
Regular
Guy/Gal
Hard worker who
wants to improve
their job
performance
 Hands-on learner, likes product demos
 Looking for solutions to current problems
 Demonstrations
 Case Studies

22. Ultimate hands-on demos for the Regular Guy
Regular
Guy/Gal

23. Working groups dedicated to specific real problems
Regular
Guy/Gal

24. The Academic
Learning Preferences
Shortcut Ideas
PROVIDING STRUCTURE
Academic
Academic
representative,
often politically
involved
 May fulfill governance requirements
 Wants to socialize with colleagues
 Peer discussions
 Policy issues

25. Break-out groups on policy
Academic

26. Attendee Personas
FOCUS IS ELSEWHERE
Reluctant
Attendee
Vacation
Focused
Phantom
Exhibitor
Attendee interested
in combining event
with a vacation
Learning Preference
• Desirable location
Employee attending
often because they
HAVE to
Learning Preference
• Giveaways, socializing
Business owner
attending to sell
his/her own services
Learning Preference
• Leads, competitive intel

27. Draw them in with games
Reluctant
Attendee
Vacation
Focused

28. Draw them in with games
Reluctant
Attendee
Vacation
Focused

29. A quick test…
To review
Which of these personas would be most appropriate for the
following two types of “panel”?
Academic
Regular
Guy/GalProtégé
Trend
Setting
Leader
Up &
Comer
Mentor

30. Content-rich panel
ProtégéUp &
Comer
Mentor

31. Event Panel Discussion
Academic
Trend
Setting
Leader

32. Trends in Face-to-Face
Learning

33. Product Demonstrations satisfy hands-on learning
Education on the show floor
Regular
Guy/GalProtégé
Trend
Setting
Leader
Up &
Comer
Mentor

34. In-booth theaters for those who want to learn
Regular
Guy/GalProtégé
Up &
Comer
Vacation
Focused

35. Tours give an intimate, high level of detail Regular
Guy/GalProtégé
Trend
Setting
Leader
Up &
Comer
Mentor

36. “Bite-sized” education
Regular
Guy/Gal
Protégé
Trend
Setting
Leader
Up &
Comer
Mentor
Phantom
Exhibitor

37. Flipped learning

38. Flipped learning
Regular
Guy/Gal
Up &
Comer

39. The Participation Culture

40. Regular
Guy/GalProtégéUp &
Comer
The Participation Culture

41. Regular
Guy/Gal
Protégé
Up &
Comer
The Participation Culture

42. Gamified Education

43. COMBINATION OF
SQUARES AND
RECTANGLES
HERE
RSNA Diagnosis Live™ ProtégéUp &
Comer
Reluctant
Attendee
Vacation
Focused
Gamified Education

44. DIY Labs

45. Regular
Guy/Gal
Protégé
Trend
Setting
Leader
Up &
Comer
Mentor

46. Environment-Designed Education

47. Academic
Regular
Guy/GalProtégé
Trend
Setting
Leader
Up &
Comer
Mentor
Reluctant
Attendee
Vacation
Focused
Phantom
Exhibitor
Environment-Designed Education

48. Second screen
photo: solstice-mobile.com_blog_the-second-screen-apps-moment-has-arrived
AcademicProtégé
Trend
Setting
Leader
Up &
Comer
Mentor
Phantom
Exhibitor

49. Second screen
AcademicProtégé
Trend
Setting
Leader
Up &
Comer
Mentor
Phantom
Exhibitor

50. What do you think about using second screen technology?
Slider bar response

51. No one session type fits all learning styles
Education on the show floor
Bite-sized education
Flipped learning
MOOCs and virtual learning
The participation culture
Gamified education
Do-It-Yourself labs
Second screen
Environment-designed education
Augmented reality

52. Thank you for participating!
Please complete your session evaluation in the mobile app.
Did you scan your badge?
This is for CEU credits and also helps PCMA develop
education for YOU.
@melindakendall @InsightsChick
melinda.kendall@freemanco.com loretta.hudelot@freemanco.com