Fusion Productions - Integrating Meetings, Learning & Technology

Fusion bases event design on the findings of the ROI process, developed for MPI (with a grant from Marriot Hotels) several years ago. The process begins with an in depth stakeholder analysis, which, in MPI’s case, is quite complex because of the unique nature of the profession.

Among the more than 37 distinct stakeholder groups involved in planning a general session for MPI are MPI staff, event sponsors, volunteer leaders, the host committee, MPI Foundation, award winners, etc.

In 2006, MPI Chairwoman Christine Duffy wanted to include a panel discussion that she would host, with high-level professionals or CEOs as guests. This was the genesis of what was to become a unique and exciting creative approach to a general session.

We began by working with Christine Duffy to identify potential panelists, and from there went to a “pre-interview” process during which we explored the messages that each potential panelist would deliver – once we had what we thought was a cohesive “story” that touched on all of the major points, we set out to capture the main points on tape so that for each speaker, we could quickly and concisely present their point of view in the most straightforward manner possible.

Simultaneously, as we began to work with our AV and set sponsors to develop the staging for the show, we began to develop the concept of producing the event as if it were a live news/talk show.

Although MPI had done a “talk show” format in the past, it was as a “night time” talk show with a hired host to serve as a stand in for a “Letterman” or a “Carson.”

We began to explore the possibility of taking the concept “all the way” by expanding Christine’s onstage role, and by replacing some of the drier, “must haves” like reports from various arms of the association and awards, with video and live elements more in keeping with a live television show.

After a lengthy process during which VIP presenters like the Foundation Chairperson, the association CEO and others had to be convinced to give up their traditional onstage “face time” to be replaced with a video package and “stand up” interview from the audience, we began to produce.

One of our major goals was to present information about the profession from “the outside looking in” in order to put a fresh spin on the material. To do this, we hired a reporter who had no previous knowledge of the meetings industry, and set her to work interviewing our MPI contacts and researching background. Eventually, she came back to us with outlines for several of the meetings elements, which we edited and then put together as “news packages” – or self-contained video segments that would roll during the show.

Scripts were written for Christine to tie everything together, and our equipment list was upgraded to provide the number of cameras, teleprompters and other specialized equipment necessary to pull it all off.

The show was produced onsite just as if it were a live TV broadcast – and in fact, it was digitally converted into files for a DVD that was available for attendees before they even left the conference (200 were distributed the next morning, and the rest will receive a mailing from MPI).

To do this, it was necessary to include specialized equipment, as well as additional cameras (to cover a five-person panel discussion), a digital output directly to the computer that would be used to master the DVD, and color-correctable lighting.

The show was produced for “the screen” rather than for the “stage” – meaning that all that mattered was what was in the camera – which worked will with MPI’s budget for staging and projection… and all of the bells and whistles that would make it “TV” were included – like lower-third onscreen graphics, animated “stingers” and even “talking topic” inserts so prevalent in televised news.

In addition to the regular program presented during the 90 minute session, MPI uses the PEC-NA opening session to announce their Chapter of the Year Awards. In order to make this segment entertaining and exciting – and the end the show on a high note – we came up with the idea of the “Larry Cam” – a live camera wired to Larry Luteran, the spokesperson for the awards sponsor, and came up with a unique way of announcing the winners… This would not have been possible if different personalities were involved, but it was perfectly suited to the personality of the individual, and to the nature of the awards.

The show was designed, as is a live televised event, with several “safety valves” during which time lost can be regained, or vice versa. By using the same tricks, we were able to end the show exactly 90 minutes after it began.

The show DVD, complete with extended interviews, chapter links, etc. was mastered within two hours of the show ending. Duplication began immediately on portable equipment that was set up backstage. By the next morning, Fusion had 200 copies of the DVD to distribute on site, and duplication of the remaining 2,500 was done after the fact.

Although the official evaluations have not yet come in, the immediate response to the format and its execution was overwhelmingly positive. Technically, the entire session, despite its complexity, was flawless. Christine Duffy appeared relaxed and in control, so much so that her personality was able to shine.

The stakeholders were all pleased with the way their segments turned out, and at a “backstage” learning lab presented by Fusion immediately following the event, the 100 or so attendees were excited and interested in hearing about how the session was put together.

This published quote from David McCann, editor-in-chief of MeetingNews sums up the response:

To say that I've never been a particular fan of general sessions at the meetings industry conventions I've attended would be a understatement of significant degree. I've never seen how marching bands or acrobats, or whatever, do much for the attendees, and it's a rare motivation speaker that I remember even a couple days later. So it was with genuine surprise and interest that I found yesterday's opening general session at Meeting Professionals International's convention in Charlotte, N.C., to be incredibly useful, compelling and well done. It was, I feel comfortable saying, the best general session I've ever seen.