INTRODUCTION TO MEETINGS, INCENTIVES,

CONFERENCES AND EVENTS MANAGEMENT

CHAPTE
R4
MICE - Planning
SPECIFIC OBJECTIVES:
1. Describe the role of the MICE sponsor

2. Discuss the different steps in planning MICE

3. Explain the importance of goals and objectives

in planning MICE

4. Differentiate fixed expenses with variable

expenses

5. Discuss the factors to be considered in order to

successfully market MICE.
SPONSORS OF MICE:
ASSOCIATIONS

CORPORATIONS

TRADE UNIONS

INDEPENDENT COMPANIES WHO SPONSOR

AND OPERATE TRADE SHOWS

RELIGIOUS GROUPS

THEATER AND ART GROUPS

SOCIAL ORGANIZATIONS

3
 THE PROCESS OF MICE PLANNING
There are several steps to be followed in the process of MICE planning. These are the following:

1. Establishing goals and objectives

2. Targeting the population
3. Designing the program PROCESS OF MICE
PLANNING

4. Creating a budget
5. Selecting a site
6. Negotiating contracts
7. Formulating committees
8. Establishing a marketing and promotion plan
9. Hiring sub-contractors
10. Designing food and beverage functions

4
Goals and Objectives
The goals and objectives of MICE should be established by the sponsor. One of the first responsibilities of a
MICE planner is to meet with the sponsor of the event in order to know the reasons for holding the meeting.

Targeting the Population

The development of the exhibitor list, as well as the target audience, must be considered

Designing the Program

The program design is the structuring, balancing, and pacing of the program by
combining major topics and sub-topics, passive and active sessions, and serious and
fun presentations to provide professional and personal growth, and networking
opportunities for participants.

Hospitality Programs/Spousal
Programs
The programs for guests of conference participants are called hospitality
programs or spousal programs. These programs are designed to entertain the
guests of the conference attendees. These programs usually have an
extensive itinerary that keeps the participants busy.
5
Design of Hospitality Programs
The history of group must be reviewed carefully before planning a hospitality program. The program evaluations from
previous years should be analyzed to determine the likes and dislikes of the group

After the historical review, the meeting planner and the host property should survey the participants to determine the likes and
dislikes of the group. The survey will include the following areas:
1. Hobbies
2. Sports they enjoy
3. Ages of the participants
4. Gender of the participants
The hospitality suite provides a space for the participants to meet new friends, reacquaint themselves with new friends, meet for tours, ask
questions, or just to relax. The hospitality room should be located near the meeting rooms to provide easy access to the attendees. The
hospitality suites are staffed by a host property employee, a volunteer from the community, or a member of the association's local chapter.
The attendant should know the itinerary in order to provide important information about the local community to the program participants.
Planned social activities for hospitality programs include the following;
1. Tours 6. Guest speakers 11. Movies
2. Plays 7. Shopping trips
3. Concerts 8. Demonstrations
4. Sporting events 9. Cooking lessons
5. Tournaments 10. Craft activities
6
 A budget includes fixed expenses, variable expenses, and sources of revenue. Fixed
expenses are not dependent on the number of attendees. Examples of fixed expenses are
administrative fees, postage and printing, advertising and promotion, staff travel, speaker
fees, and contracts with certain suppliers such as audiovisual firms.

Site Selection
The site selection process is a significant activity of the sponsoring
organization. The site is very important for the success of the event.
Convenience and cost are very important in site selection.

Room Setup and Layout

In order to meet the requirements of clients, it is important that the venue has the necessary
amount of space and the proper type of space to service the conferences or meetings. The
capacity of meeting room space is affected by a number of factors such as the number of
attendees, the physical configuration of the room, as well as the audiovisual requirements
needed.

7
The following are the different kinds of room setups:

1.THEATER OR AUDITORIUM SETUP

it is the most functional seating arrangement especially when
the meeting involves a large group of participants.

8
9
• The following are the different kinds of room setups:

2. SCHOOLROOM OR CLASSROOM SETUP

it is conductive to participants taking notes, reading materials,
or working on projects.

10
11
• The following are the different kinds of room setups:

3. HOLLOW SQUARE, U-SHAPE, AND THE HERRINGBONE LAYOUT

these setups are suitable for board meetings, management
meetings, and small group discussion..

12
13
14
• The following are the different kinds of room setups:

4. BANQUET OR ROUND TABLE LAYOUT

this layout is suitable for banquets, seminars, and round table discussions.

15
16
 NEGOTIATIONS AND CONTRACTS
A contract is written and signed after the negotiations have concluded. A
contract is legal document that explains the responsibilities of concerned parties.

FORMULATING COMMITTEES
The formulation of committees is essential in sponsoring a meeting,
convention, or exhibition. Each committee should have a chairman

17
MARKETING AND PROMOTION
The following should be determined in order to ensure a successful conference:
1. Know the number of break-even attendances
2. Establish a marketing plan
3. Establish a timetable
4. Carry out the program
5. Appraise the program

A marketing plan must be established after determining the break-even figures. A

marketing plan is a written record of the marketing activities of an organization
with regard to a particular meeting, convention, and exhibition. It consists of the
aims of the marketing and promotion of the conference, target market, and the
marketing strategies to be used.

18
HIRING SUB-CONTRACTORS — TECHNICAL
TRANSPORTATION
• A large part of its budget is allotted to transportation, there are two
issues that need to be considered.
• The MICE planner should examine all possible means of
transportation such as airport shuttles, taxis, city buses, and car rentals.
• The MICE planner should give special care to attendees with special
needs such as the older attendees, those traveling with small children,
and the handicapped attendees.
• The MICE planner should also consider the service attitude of
individuals who will be interacting with the attendees.

19
FOOD AND BEVERAGE FUNCTIONS

The sponsor is responsible for the following:

1. Ascertain the number of food and beverage functions needed for the conference
2. Ascertain the kind of food and beverage functions needed for the conference
3. Guide on the cuisine 4. Determine the number of attendees
4. Establish a system for record-keeping

After deciding on the number of food and beverage functions, the kind of function should be determined.
There are several ways of providing food and drink to the participants. These are:
1. Breakfast 6. Hospitality suites
2. Lunch 7. Theme parties
3. Dinner 8. Late-night suppers
4. Refreshment breaks 9. Recreational activities
5. Reception

20
FOOD AND BEVERAGE FUNCTIONS

The area to be considered in food and beverage is record-keeping. There are

many ways of ascertaining the number of people served at food and beverage
functions. The most common methods are head count, ticket count, plate count,
and food consumed.

Food and beverage play a vital role in the overall success

of the meeting, convention, and exhibition. Hence, it is
necessary that the MICE planner works closely with the
food and beverage department of the host facility to ensure
that plans are accurately made, and that the execution of
these plans is efficiently done.

21
 THANK YOU!!
HAVE A NICE DAY!!

John Mark R. Dela Cruz

Mike John F. La Rosa