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THE MSA ADVANTAGE

Mickey Schaefer, CAE

Mickey Schaefer, CAE

President

Mickey Schaefer & Associates LLC

A proven leader and visionary, Mickey Schaefer brings a fresh, innovative perspective to meet the unique needs of each client.  Her energy and experience have transformed industry thinking and have helped organizations focus on two critical ingredients of success – an unrelenting focus on key objectives and strategies and an unwavering commitment to return value to stakeholders.

ENERGY     EXPERIENCE     INNOVATION

 

 

The MSA Advantage

Mickey Schaefer offers a wealth of expertise, knowledge and practical experience that is supported by a team of professional associates who are dedicated to our clients and their needs.  Here are a few highlights as to what Mickey Schaefer and her MSA team can bring to your organization:

  • Industry leader with high visibility and respect within the industry. Inducted 2006 into the Convention Industry Council’s Hall of Leaders, the highest honor in the industry, which includes past recipients such as Conrad Hilton and Bill Marriott, Jr. Named four times to the  “25 Most Influential in the Meetings Industry” by Meeting News and Successful Meetings magazines, most recently in 2012. Past Chairman of the Board of PCMA (Professional Convention Management Association) and 2002 PCMA Professional Achievement Award dinner honoree. Proven innovator and driver of change. Championed industry standardization as Chair of the APEX Commission (APEX = Accepted Practices Exchange) of the Convention Industry Council (CIC), a council comprised of the 32 organizations within the meetings, conventions and exhibitions industries. Worked for ten years with major stakeholders throughout the U.S. and Canada to shape the future of the industry through the development of industry process and technology standards, similar to past standardization efforts of the real estate and banking industries. And, recently developed a means to drive a destination’s brand to the front-line via creating a nationwide certification and hospitality training program for front-line hospitality workers—Certified Tourism Ambassadors Program™—leading to the designation CTA™ (John Smith, CTA) with annual re-certification.

    Continued to champion the visitor experience and, in 2011, finalized extensive research to develop industry standards and best practices of the Experience-Dedicated™ Destination, encompassing extensive analysis of visitor experience dynamics.  This research led to the formation of  The EXPERIENCE Institute™—whose purpose is to "Advance consumer-driven standards that provide a path that enables communities to deliver positive experiences for their citizens and visitors."

  • Extensive understanding of associations and the meetings, conventions, and exhibitions industries and frequent speaker on industry issues and trends. Managed large trade shows and over 200 meetings per year of varying sizes from 25 to 20,000 attendees for both state and national associations.

  • Direct work and leadership experience with DMOs and Destination Marketing – Served as National Sales Manager (selling to medical associations) and later on the Board of Directors of the Kansas City Convention & Visitors Bureau.  Currently consult with over 90 DMOs across North America on Customer Advisory Boards, destination marketing, strategic planning & visioning, strategic board governance, and aligning front-line workers to drive the destination’s brand.

  • Proven innovator and driver of change.  Championed industry standardization as Chair of the APEX Commission (APEX = Accepted Practices Exchange) of the Convention Industry Council (CIC), a council comprised of the 32 organizations within the meetings, conventions and exhibitions industries.  Worked for ten years with major stakeholders throughout the U.S. and Canada to shape the future of the industry through the development of industry process and technology standards, similar to past standardization efforts of the real estate and banking industries.  And, recently developed a means to drive a destination’s brand to the front-line via creating a nationwide certification and hospitality training program for front-line hospitality workers—Certified Tourism Ambassadors Program™—leading to the designation CTA™ (John Smith, CTA) with annual re-certification.  Beginning in 2010, MSA has conducted extensive industry research to determine the best practices of the 'Visitor-Focused' Destination, which encompasses research and extensive analysis of visitor experience dynamics in an ever-changing marketplace.

  • Certified Association Executive (CAE) with over 30 years’ direct experience in both state and national associations. One of five selected in 2003 to become an ASAE Fellow—a prestigious “think tank” of top association leaders within the American Society of Association Executives (ASAE).  Served as Vice President for the American Academy of Family Physicians (AAFP; the second-largest medical association in the U.S.; 480 staff; $75 million budget); one of seven top-level professionals; directly responsible for meetings, conventions, marketing, and leading AAFP’s strategic planning and visioning to define the future direction of the organization.

  • Facilitates strategic planning & visioning sessions, with the MSA team of expert consultants, for DMOs, tourism entities, and associations helping them create strategic alignment to achieve organizational objectives.

  • Practical experience in carrying out strategic plans, Strategic Board Governance, and resource allocation to do the “right things, right” to achieve the strategic vision.  MSA associates’ combined direct work experience offers a wealth of ideas and practical advice.

  • Graduate degree (M.A.) with emphasis in marketing and organization development; extensive marketing background in all aspects of market research, including over 200+ focus groups and competitive market analysis; direct experience in shaping organizational culture and structure.

 

Copyright 2007- Mickey Schaefer & Associates LLC