Case Study

Increasing Meeting Attendance

MSP manages the Association of Water Technologies (AWT) Annual Convention & Exposition. When AWT first began partnering with MSP, its convention had become stagnant, and its board set a goal of increasing the event’s attendance and the number of exhibitors and sponsors.

Our Approach:

  • MSP’s Meetings Team worked with AWT volunteer leadership to reshape its convention to be the go-to event in the industry.
  • Staff conducts surveys to determine what session topics should be covered.
  • Staff works with the Convention Committee to create new and innovative learning sessions to keep attendees engaged and interested in the content.
  • The Marketing Team has built a strong brand around the annual convention—a brand that attendees recognize and appreciate.


Our Success:

In the 13 years of partnership, attendance has doubled, exhibit booth sales have increased by 25%, and sponsorship dollars are up 400%. The conference now brings together more than 1,200 industry professionals and hosts more than 150 exhibit booths.


We look forward to hearing from you!