Event Journey Process Readiness Packet

Purpose

This packet is designed to ensure that all chapters are adequately prepared for the transition to the new Centralized Education Program. It outlines the key changes, necessary steps for implementation, roles and responsibilities and additional resources to support a smooth transition based on successful pilot programs in the Mid-Atlantic and Central Regions.

Table of Contents

• Overview of Changes
• Key Objectives
• Detailed Steps of the New Education Delivery Process
• Event Selection and Notification Process
• Education Delivery Types
• Roles and Responsibilities
• Resources and Tools
• Training
• Support
• Timeline and Milestones
• Frequently Asked Questions
• Readiness Assessment
• Advice From Pilot Programs

Overview of Changes

The Education Delivery process has been enhanced and centralized to streamline how educational events are planned, executed, and delivered to ensure a more consistent, efficient handling of client education across all SCORE chapters.

A Centralized Education Program creates an integrated schedule of offerings across National, Regional and Local levels. This allows clients to access a wider range of events while enabling chapters to focus on local needs and partner event opportunities.

This approach implements a proven "vertical scaling" strategy (fewer but larger shared events) that demonstrated attendance increases of 39-62% while reducing overall event volume by 36-61%.

Key changes include:

• Introduction of a standardized four-tiered approach for educational event delivery (National, Regional, District/State, Local)
• Centralized regional committees to oversee regional webinar production
• Zip-code-based service crediting system for all client education
• Standardized evaluation processes across all event types
• Enhanced marketing effectiveness through coordinated promotion strategies

These improvements are designed to elevate the client experience, enhance satisfaction and improve operational efficiency by delivering a clear, professional and supportive educational journey.

Key Objectives

• Consistency: Ensure uniformity in how educational events are planned, delivered and evaluated across all SCORE chapters
• Efficiency: Reduce administrative burden (140 hours per month reduction demonstrated in pilot programs)
• Effectiveness: Enhance the alignment and collaboration among National, Regional and Local levels to ensure seamless educational delivery
• Quality: Maintaining high-quality educational content and consistent 95-96% client satisfaction ratings
• Reach: Expand geographic coverage and accessibility of educational opportunities for all clients

Detailed Steps of the New Education Delivery Process

National Level Process

1. SCORE Staff identifies broad-appeal topics for a national audience
2. Staff plans and schedules national webinars
3. Events created in the central system
4. Marketing is implemented through national channels
5. Event delivered with standardized evaluation
6. Recording processed for on-demand library

Regional Level Process

1. Regional Committee selects region-specific topics and schedules events
2. Regional Committee assigns and vets presenters
3. Regional Committee reviews content for quality and brand guideline adherence
4. Regional Committee reviews workshop proposals 45 days in advance for regional promotion selection
5. Regional Committee creates an event in Engage
6. Marketing coordinated regionally with local chapter amplification
7. Event delivered with Regional Committee moderation
8. Standardized evaluation process implemented
9. Regional Event Admin closes out the event and processes attendees in Engage and Constant Contact
10. Event results reporting and analysis completed
11. Attribution based on a zip code service crediting system

District/State Level Process

1. District leadership collaborates to identify state-specific topics and partnership opportunities
2. Regional Committee provides oversight and guidance for topic selection and presenters, and presentation vetting
3. District representatives develop content focused on state regulations, resources and compliance requirements
4. Regional Quality Control Committee reviews events for adherence to brand and interactivity guidelines
5. Regional Committee reviews workshop proposals 45 days in advance for promotion selection
6. District creates an event in Engage with Regional Committee coordination
7. Marketing coordinated regionally with promotion through regional email accounts and local chapter amplification (virtual workshops with state-based focus promoted statewide rather than regionally)
8. Event delivered with enhanced interactivity (Q&A, polling) and potential Regional Committee support
9. Standardized evaluation process implemented
10. Regional Event Admin closes out the event and processes attendees in Engage and Constant Contact
11. Event results reporting and analysis completed
12. Attribution based on zip code service crediting system across participating districts

Local Level Process

1. The chapter determines local needs and partner opportunities
2. Chapter plans workshop and sets up event in Engage
3. Regional Quality Control Committee reviews events for adherence to brand and interactivity guidelines
4. The chapter develops highly engaging, interactive content with exercises, handouts and networking opportunities
5. Chapter creates an event in Engage
6. Marketing is implemented through local channels
7. Event delivered with standardized evaluation process
8. Attribution through zip-code service crediting

Event Selection and Notification Process

Selection Criteria for Regional Promotion

• Alignment with regional strategic priorities and client needs
• Quality of content and presenter credentials
• Potential for broad regional appeal and attendance
• Adherence to brand and interactivity guidelines
• Availability of promotion timeline (45-day advance notice)

Notification Process

1. Regional Workshop Committee reviews all draft workshops in Engage 45 days in advance
2. If selected for Regional Promotion:
   • Regional Event Admin will notify Chapters of the Regional Promotion Selection
   • Regional Team will promote the event using all regional channels (Constant Contact, Websites, Social Media Channels, SBA National Events)
   • The chapter will host a Webinar as normal
3. If NOT selected for regional promotion:
   • The chapter conducts a workshop and promotes locally as normal
   • The chapter may reference Event Marketing Quick Hits for guidance

Timeline Expectations

• Workshop proposals submitted 45+ days in advance
• Selection decisions communicated within 7 days of review
• Regional promotion begins 30 days before the event date

Education Delivery Types

1. National Webinars

• Format: Virtual
• Duration: 60-90 minutes with Q&A session
• Audience: National audience
• Topic: Broad appeal subjects relevant to all small business owners
• Management: Planned and executed by SCORE Staff
• Content: Lecture-type events with limited interactivity
• Cost: $25 per webinar (sponsored webinars remain free) - See FAQ for details
• Partnerships: May be in collaboration with national organizations
• Promotion: National channels with promotion through national and local email, social media, and other marketing channels
• Committee Role: The National Education Committee recommends topics for the national schedule
• Volunteer Access: Free for SCORE volunteers with a discount code

Recommended Content Types:

• Foundational business topics (Starting a Business, Business Planning)
• Universal compliance topics (Taxes, Legal Basics)
• Trending business topics with national relevance

Paid Webinar Details:

• Test period launching in FY2025 to develop sustainable revenue sources
• Recordings are available only to paid registrants and SCORE volunteers
• Sponsored webinars continue to be offered free to all participants
• Pricing is selected to maintain accessibility while generating necessary revenue
• Performance will be evaluated, and pricing may be adjusted based on results

2. Regional Webinars

• Format: Virtual
• Duration: 60-90 minutes with Q&A session and interactive polling
• Audience: Regional audience
• Management: Planned and executed by the Regional Committee
• Content: Lecture-type events with enhanced interactivity (Q&A, polling), region-specific topics and state-specific requirements
• Cost: Free
• Committee Oversight: Regional committees oversee complete production, including finding and vetting speakers, creating or reviewing presentation materials, moderating webinars and managing technical aspects
• Partnerships: May be in collaboration with regional organizations
• Promotion: Regional coordination with promotion at the regional level through regional email accounts and across local levels for social media and website placement

Recommended Content Types:

• State-specific regulatory topics
• Regional industry focuses
• Local market conditions and trends
• District/state-specific webinars and events

3. District/State Webinars

• Format: Virtual
• Duration: 60-90 minutes with Q&A session and interactive polling
• Audience: District/State audience
• Management: Planned and executed through District collaboration
• Content: Lecture-type events with enhanced interactivity (Q&A, polling) provide education on opportunities, laws or partners available within the state
• Cost: Free
• Committee Oversight: Districts will follow the brand and interactivity guidelines related to District/State webinars and workshops
• Partnerships: May be in collaboration with state partners
• Promotion: Regional coordination with promotion at the regional level through regional email accounts and across local levels for social media and website placement

Recommended Content Types:

• State-specific small business regulations and compliance
• State small business resources and funding opportunities
• District/state partnership opportunities for small businesses
• Local market conditions and small business trends
• State-specific employment and labor law updates
• Small business development programs and workshops

4. Local Workshops

• Format: In-person or virtual
• Duration: Varies based on content, typically 2-4 hours for in-person events
• Audience: Local audience
• Management: Planned and executed by the local chapter
• Content: Highly interactive with tangible takeaways, exercises, homework, handouts, and networking opportunities; local market focus
• Cost: Can include fees or be sponsored
• Committee Oversight: Chapters will follow the brand and interactivity guidelines related to chapter workshops
• Partnerships: May be in collaboration with local organizations

Recommended Content Types:

• Hands-on workshops with practical applications
• Local networking and partnership building
• Community-specific business topics
• Interactive skill-building sessions

5. Recorded Webinars

• Format: On-demand recordings
• Website location: Based on content relevance (local, regional, national), recordings are housed on respective website locations
• Attribution: All client education uses the client's zip code to measure workshop performance, motivating chapters to promote all educational opportunities regardless of hosting entity
• Management: Centralized content library with regular and standardized auditing

6. On-Demand E-Learning

• Format: Self-paced, asynchronous delivery
• Content: Core and How-To topics
• Management: National platform

Roles and Responsibilities

SCORE Staff (National Level):

• Plan and execute national webinars
• Maintain a centralized content library
• Provide oversight and support for regional committees
• Ensure brand compliance across all levels

National Education Committee:

• Recommend topics, processes and best practices for webinars and workshops
• Provide strategic guidance for education delivery

Regional Education Committee:

• Select topics and schedule regional webinars
• Find, vet, and assign presenters for regional events
• Create or review presentation materials and slides
• Ensure brand and interactivity guidelines are followed for local workshops
• Moderate regional webinars and manage technical aspects
• Coordinate regional marketing efforts
• Review workshop proposals 45 days in advance for regional promotion selection
• Available as Coaches: Regional committee members can serve as coaches for local chapter workshop committees upon request

District/State Leadership:

• Identify state-specific educational needs and compliance requirements
• Collaborate with other chapters within the state to coordinate topic selection
• Source and recommend state-level subject matter experts and presenters
• Develop partnerships with state organizations, agencies, and business associations
• Coordinate with the Regional Education Committee for content review and scheduling
• Promote district/state webinars across all participating chapters within the state
• Ensure content addresses state-specific regulations, resources, and funding opportunities
• Facilitate cross-district collaboration and resource sharing
• Provide feedback to the Regional Committee on state-level educational trends and needs

Chapter Leaders:

• Determine local educational needs and partnership opportunities
• Plan and execute local workshops with high interactivity
• Promote all educational opportunities (national, regional, district/state, and local)
• Create events in the Engage system
• Implement local marketing strategies

Regional Operations Coordinator (ROC Staff):

• Provide oversight and support for regional education committees
• Monitor program effectiveness and provide reporting
• Escalation point for issues or challenges

Regional Event Admin:

• Notify chapters of regional promotion selection decisions
• Manage regional promotion through all regional channels
• Close out events and process attendees in Engage and Constant Contact
• Complete event results reporting and analysis

Resources and Tools

Support Request System

Volunteers can request support from the National Education Committee or regional subcommittees through a structured request form for:

• Content development assistance
• Speaker recommendations
• Technical support
• Marketing guidance

Advice From Pilot Programs

Words of wisdom from Mid-Atlantic and Central Region pilot programs:

• Focus on Quality Over Quantity: The vertical scaling approach (fewer, larger events) significantly improved attendance and satisfaction
• Leverage Email Marketing: 90% of registrations came from email marketing - invest in strong email promotion strategies
• Coordinate Marketing Efforts: Regional coordination with local amplification proved most effective
• Embrace Interactive Content: Local workshops with high interactivity and tangible takeaways received the highest satisfaction ratings
• Monitor and Adapt: Regular evaluation and adjustment based on zip-code attribution data improved performance
• Plan Ahead: The 45-day advance review process ensures quality and allows for proper promotion coordination

Bottom Line: Centralized Education Delivery works - demonstrated by consistent 95-96% client satisfaction ratings and significant operational improvements.

Essential Resources Being Developed

The following resources need to be created to support full implementation:

1. Regional Committee Structure and Hierarchy Guide
2. Zip-Code Based Attribution Implementation Guide
3. Readiness Assessment Guide
4. Standardized Content Development Guidelines
5. Marketing Effectiveness Guidelines
6. Technology Platform Integration Guide
7. Updated Event Team Responsibilities Documentation
8. Support Request Form for Committee Coaching