MICE: Concept, Strategy and Program Development

You have been hired as an event marketing consultant by a state medical association. Your charge is to increase attendance and
revenue and to create greater awareness of the organization in the medical community. The association's conventions have been
held in the same urban location for years, attendance is dwindling, and costs are rising. The convention is typically a two-day meeting, held over the weekend. Programming is heavy on technical symposia and light on social events. There is a small exposition, primarily open only during coffee breaks. There is no significant spouse participation or youth participation. What marketing strategies would you
consider to turn the organization's event around in terms of attendance and income?