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THE MSA ADVANTAGE
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:
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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."
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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.
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