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Swag With Purpose Intentional Selection for Maximum Effect - Web Conference

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Description

Swag with Purpose: Intentional Selection for Maximum Effect

Presented by: Heather Cockrum, Executive Assistant to the Provost and Senior Vice Chancellor, University of Tennessee, Knoxville

"Swag” is a staple in the supply closet of most event planners. Placed in registration bags for conference attendees, thrown into crowds at student events, distributed as freebies at vendor booths, presented in hotel welcome baskets for VIP guests, etc., it is a standard means to show appreciation, despite its incredible range in cost and purpose. Unfortunately, promotional items are often accompanied with little expectation for quality, distinction, or lasting effect, and, it is here—in this vast underrating—that they lose their power and potential to impact the recipient, especially beyond the event’s conclusion. This session is intended for event planners who need revitalization in their funding allocation, selection process, and marketing/distribution of event swag.

Learning Objectives:

• Identify promotional items that will reflect your institution beyond an imprinted logo

• Maximize your budget and minimize waste

• Create a plan to capitalize on the use of promotional items once the event concludes

Heather Cockrum is a native East Tennessean who has coordinated special events at the University of Tennessee, Knoxville, for thirteen years. In her current role as the executive assistant to the Provost and Senior Vice Chancellor, she oversees events for faculty, academic administrators,and VIP guests. In 2012, she recognized a need to connect event/meeting planners across campus. What began as an initial luncheon to offer space for conversation between 15 individuals has grown to twice-a-semester lunch and learns and other networking opportunities for more than 130 planners across two campuses. Challenged by two takeaways from the 2017 ACCED-I annual conference to “be the indispensable resource on campus” related to events and “take on more than your job description,” Heather designed and instructs two courses related to event planning each semester through the university’s Office of Employee and Organizational Development. She also created and coordinated a one-day conference for UT meeting and event planners in February 2019, sponsored by UT’s Office of Human Resources.