Kathleen Zwart stays creative when planning meetings despite cuts.
Kathleen Zwart
Blue Cross Blue Shield
In her seven years of planning meetings and events for Blue Cross Blue Shield, Kathleen Zwart has been known for developing fun and thought-provoking programs that have ranged from directors forums for small groups of executives to lavish end-of-the-year parties for 6,000 employees. In the business world of 2005, though, Zwart has found a much more sedate environment where simplicity and cost-effectiveness rule the day.
"We have really had to cut back," Zwart says. "The meetings we are doing now are just that—meetings. We used to have a lot more fun, but now we're doing what we can to keep costs down."
That's not to say that her planning agenda has been curtailed. She is still in charge of organizing 30 to 40 internal and external events per year. The difference, however, is that most of the events she plans take place at the insurance company's Jacksonville campus instead of an off-site venue or destination. The company's training and development meetings are done in-house, directors now meet at the building's conference and boardrooms, and the travel programs are now relegated to incentive trips.
"It has changed somewhat," Zwart says. "One thing I've done to make sure I remain a valuable asset is to broaden my horizon of capability in the company." She now trains department heads to plan their own events, from negotiating contracts with vendors to finding the best audiovisual equipment for a meeting.
Meanwhile, she is charged with finding the most effective ways to cut costs. One idea: instead of serving dessert after lunch at meetings, she now serves sweets at the mid-afternoon coffee break.
"It's not as fun," she admits. "But if I can save money doing this—and I have—then I do it. We have great meetings with everything we need at a lower price than hotels."
Keeping costs down while keeping events interesting is a challenge, she says. One way she keeps her ideas fresh is to pay attention to the reactions and feedback from the sessions she plans. "At every meeting I read constructive criticism and find out about things we can address and work with."
Her meetings today now offer healthier, more Atkins Diet-friendly fare, and longer breaks for networking. She has even booked guest speakers based on suggestions from attendees.
"I listen to what people want as best I can," she says.
Blue Cross Blue Shield
In her seven years of planning meetings and events for Blue Cross Blue Shield, Kathleen Zwart has been known for developing fun and thought-provoking programs that have ranged from directors forums for small groups of executives to lavish end-of-the-year parties for 6,000 employees. In the business world of 2005, though, Zwart has found a much more sedate environment where simplicity and cost-effectiveness rule the day.
"We have really had to cut back," Zwart says. "The meetings we are doing now are just that—meetings. We used to have a lot more fun, but now we're doing what we can to keep costs down."
That's not to say that her planning agenda has been curtailed. She is still in charge of organizing 30 to 40 internal and external events per year. The difference, however, is that most of the events she plans take place at the insurance company's Jacksonville campus instead of an off-site venue or destination. The company's training and development meetings are done in-house, directors now meet at the building's conference and boardrooms, and the travel programs are now relegated to incentive trips.
"It has changed somewhat," Zwart says. "One thing I've done to make sure I remain a valuable asset is to broaden my horizon of capability in the company." She now trains department heads to plan their own events, from negotiating contracts with vendors to finding the best audiovisual equipment for a meeting.
Meanwhile, she is charged with finding the most effective ways to cut costs. One idea: instead of serving dessert after lunch at meetings, she now serves sweets at the mid-afternoon coffee break.
"It's not as fun," she admits. "But if I can save money doing this—and I have—then I do it. We have great meetings with everything we need at a lower price than hotels."
Keeping costs down while keeping events interesting is a challenge, she says. One way she keeps her ideas fresh is to pay attention to the reactions and feedback from the sessions she plans. "At every meeting I read constructive criticism and find out about things we can address and work with."
Her meetings today now offer healthier, more Atkins Diet-friendly fare, and longer breaks for networking. She has even booked guest speakers based on suggestions from attendees.
"I listen to what people want as best I can," she says.
