Interview - Erin Hlavacek

Erin Hlavacek

Erin Hlavacek is the Senior Manager for Education and Learning Services at Smithbucklin. With eight years of experience in association management, Erin has dedicated her career to enhancing educational events and experiences. She collaborates with various associations, including those with a global reach, where members and communities span across different countries. Additionally, Erin works closely with clients whose teams are geographically dispersed. Her expertise lies in effectively navigating international events and experiences, both for her teams and the individuals they aim to serve. With her deep understanding of the complexities involved in working with international organizations, Erin brings a wealth of knowledge and skills to the table.

According to Erin, when planning educational content for events or year-round offerings, it is crucial to consider the end user. Designing for the audience means thoroughly understanding their needs before reaching out to potential speakers or putting together a call for content. Whether it’s a specific persona or a diverse range of audiences, ensuring that the created content aligns with their requirements is paramount. Erin emphasized the significance of conducting surveys or research to gather information about the audience, collaborating with teams to identify event goals, and avoiding the common pitfall of creating content in isolation. Instead, the focus should be on designing content that truly meets the audience’s needs, thus increasing the likelihood of a successful outcome. By prioritizing the audience and tailoring content accordingly, the chances of attracting and engaging participants are significantly enhanced.

Erin also shared valuable insights on the considerations necessary when hosting events in different countries. Erin’s experience in working with international associations has provided her with a keen understanding of the nuances involved in planning such events. One crucial aspect is language usage. Erin highlights the importance of aligning promotional materials with the language of the event. If the conference content is primarily in English, it may not be appropriate to promote the event in Spanish or create a Spanish website without providing content in that language during the event. Consistency in language, spelling (such as British English vs. American English), and time representation (24-hour clock vs. 12-hour clock) are essential for clear communication. Erin emphasizes the significance of being mindful of terminologies, including session names, ensuring they resonate with the international audience. By paying attention to these details, event organizers can foster an inclusive and cohesive experience for participants from diverse backgrounds.

Erin provided insights into the differences in commonly used terms between the United States and Europe. She highlighted several key distinctions that event organizers should consider. The term “concurrent” is typically used in Europe to describe simultaneous education sessions, while the United States commonly uses the term “breakout session” for the same purpose. Another term to be mindful of is “plenary,” which refers to a large group keynote-style session that all attendees are expected to attend. Additionally, Erin mentioned the variation between the terms “attendee” used in the United States, and “delegate” commonly used internationally to describe event participants. Erin emphasized the importance of tailoring terminology and marketing approaches based on the target audience, especially when seeking to attract attendees from specific regions. By aligning the language used with the preferences and expectations of the target audience, event organizers can enhance the overall attendee experience.

In response to the question about attendee expectations, Erin highlighted the importance of considering the audience when building a schedule. Erin mentioned that it’s crucial to align the event schedule with the cultural norms and expectations of the region. For example, if late dinners or events extending into the evening are common in the hosting area, it may be necessary to adjust the schedule accordingly. Erin emphasized that the schedule plays a vital role in meeting attendee expectations. By being mindful of cultural expectations and preferences, event organizers can create an experience that resonates with the audience and enhances overall attendee satisfaction.

Regarding the differences in educational schedules between the US and Europe, Erin shared insightful considerations. While not specifically addressing variations between the two regions, Erin emphasized the importance of understanding attendees’ comfort levels with peer-to-peer learning. In her experience with North American audiences, she found that they often seek opportunities for interactive sessions, engaging in conversations, and learning from their peers. However, Erin stressed the significance of recognizing the cultural preferences and expectations of the specific audience. Event organizers should assess whether delegates would be inclined to actively participate and collaborate or prefer more passive listening in traditional breakout sessions. Additionally, Erin highlighted the growing importance of shorter sessions and incorporating activities and opportunities for dialogue to cater to dwindling attention spans. These considerations, she noted, hold true regardless of whether the event is international or domestic, as they address broader trends in educational programming. By creating dynamic and engaging sessions that meet attendees’ needs, event organizers can deliver a valuable and impactful learning experience.

When considering the different categories of learning at an event, Erin highlighted the need to create a compelling program that offers unique experiences not easily replicated virtually or online. While keynote sessions play a significant role, Erin emphasized the importance of customization and providing opportunities for attendees to learn from their peers. By combining networking and education, events can facilitate conversations and problem-solving activities where participants can actively engage with one another. This interactive and collaborative learning approach allows attendees to tap into the expertise and diverse perspectives of the entire community, going beyond the scheduled speakers. Erin also emphasized that these informal knowledge-sharing sessions often receive positive feedback from attendees, who find them particularly valuable and worth their investment of time and travel. By leveraging the collective wisdom within the community, events can create an environment that fosters meaningful learning experiences and enhances the overall value for participants.

Our interview with Erin has truly provided valuable insights into designing impactful events for diverse audiences. If you are an event planner and have questions for Erin, she loves sharing her knowledge and is willing to assist anyone who reaches out to her. You can find her on LinkedIn using her name Erin (Goblirsch) Hlavacek.