Harvard Business School

Background & Goals
Approach
Results
Products Used

15,000+

attendees at Alumni Reunion

17+

years using Cvent

80%

reduction in check-in time with OnArrival

Consistently ranked among the world’s most elite business schools, Harvard Business School (HBS) is committed to educating leaders who make a difference in the world. Part of Harvard University, the private research university in Boston, Massachusetts, HBS offers a range of graduate programs, including MBA and Doctoral programs, executive education, and online certificates, as well as owning Harvard Business Publishing.

BACKGROUND & GOALS

A herculean challenge: Delivering three years’ worth of reunions in one

Within the last few years, HBS faced an immense challenge: executing an exceptionally high number of alumni reunions efficiently and at scale. Given missed opportunities due to the pandemic, the team was tasked with delivering three years’ worth of alumni reunions in one. The task demanded they execute at a tremendously high level in order to ensure the unforgettable experience the alumni expect from HBS. Under the leadership of the External Relations team, these reunions were poised to be monumental events, spanning not just the typical two weekends but an astonishing six. The attendee count skyrocketed to an extraordinary 15,000 people, dwarfing the usual 3,000. Faced with this complexity, the team set two ambitious goals: improve efficiencies while leveraging the power of cutting-edge technology to manage this monumental event.

APPROACH

The power of Cvent’s all-in-one event management platform

After a rigorous evaluation of various options, the HBS external relations team chose Cvent as their technology partner. “With over 17 years of successful collaboration, we had full confidence in Cvent’s ability to provide the comprehensive, reliable solution we needed,” shares Sarah Vilnit, Event Technology Consultant at HBS. She adds, “Cvent enables us to manage contacts, offer a seamless registration experience, process payments, deliver a mobile app, survey attendees, and generate the reports and dashboard our team and our leadership could rely on.” Inspired by confidence in Cvent’s solutions, the Reunions team was prepared to execute the most complex alumni reunion HBS had ever seen. She insists, “Its power, security, and reliability are unparalleled—Cvent always delivers.”

Streamlining event registration: From contact management to payment processing

Utilizing Cvent’s Registration platform, the Reunions team was able to efficiently handle all contact management, create various registration types, and personalize marketing and event registration experiences based on attendee profile, audience type, and audience segment. Moreover, Cvent’s integrated payment processing solution offers a straightforward means of collecting fees through a seamless, automated process. Sarah highlights the significance of this integrated payment processing within the event registration process, which proves to be a remarkable time-saving feature for both her and the HBS team. This integration also ensures a streamlined process for reunion attendees, enhancing their overall experience. Ultimately, the Registration solution ensures the Reunions team has accurate data at the ready, all within a single source of truth.

Eliminating queues during event check-in with Cvent OnArrival

Facing the challenge of accommodating five times the expected number of attendees with the same staffing resources, event check-in posed a significant concern for HBS. However, by implementing Cvent’s OnArrival 360 solution for streamlined check-in and on-demand badge printing, the HBS team successfully eliminated long queues. “OnArrival is not only fast and visually appealing, but it also provides a fantastic user experience while being environmentally friendly,” Sarah enthusiastically shares.

By quickly searching their name on an iPad, attendees could check in and receive their badge in seconds. This not only eliminated lengthy queues but also allowed for quick onsite changes without needless waste. The results were impressive, with a nearly 80% decrease in average check-in time. Sarah explains, “Thanks to OnArrival, our check-in times decreased from ten minutes to less than two.”

Cvent OnArrival check-in ipad being used by blonde woman

For HBS, enhancing the attendee experience was just one part of the success story; using Cvent also boosted the team’s efficiency. Ilana Galil from HBS’s Alumni Relations team shared that before using OnArrival, they had to ask for 20 staff volunteers to work overtime in order to meticulously check and recheck badge information on pre-printed paper badges. “The time, money, and effort we have saved with on-demand badge printing is remarkable,” Ilana notes. “Moreover, it has reduced frustration levels and allowed us to focus on providing the best possible experience for our attendees.”

Additionally, the team harnessed the OnArrival app for real-time reporting to keep the School’s leadership, campus Operations team, and catering team actively informed about attendance rates. This data also guided the team in making informed staffing decisions. For instance, recognizing that most registrations occurred during specific time frames, they were able to swiftly reallocate registration desk staff to other crucial tasks.

Creating dynamic attendee experiences using the Attendee Hub and Event App

HBS leveraged the Cvent Attendee Hub and native mobile Event App to keep attendees informed onsite. This digital hub includes custom branding to create a consistent user experience for all alumni. Here, they could build their agenda, engage with sessions through features like chat and Q&A, and network with fellow attendees while leveraging push notifications to stay informed. In addition, automated data syncs between Attendee Hub and the Registration tool ensure HBS has accurate event and attendee data at all times.

Harvard Business School Cvent Attendee Hub mobile event app image of three screens on an iPhone

To ensure seamless coordination for each event within a reunion, the HBS team must clearly understand attendee plans and a reliable tool to communicate updates and changes. “Cvent’s Event App not only provides reunion attendees with up-to-the-minute information, but it also allows us to pivot on a dime,” Sarah explains. For instance, some classes have a marquee luncheon, and attendee registrations can fluctuate until the last moment. Instead of scrambling to accommodate unexpected attendees at the eleventh hour, the HBS team utilizes the app to track attendee check-in and adjust the room accordingly before attendees arrive.

In other situations, like when sessions reach capacity, the simulcast locations are updated in real-time, directing attendees to the new location, thereby eliminating the need to impose attendance limits for specific events. “It’s truly remarkable to have a single source for the latest information, benefiting both our attendees and our team,” Sarah expresses.

Taking customer service to the next level through event tech

To ensure HBS’s onsite team was fully equipped to provide expert and accurate assistance, Sarah and her colleagues leveraged Attendee Hub to develop a second app—dedicated to use by HBS staff. With this app, the team had instant access to a wide range of resources, such as staffing schedules, descriptions of roles, maps, and frequently asked questions, enabling them to handle inquiries with confidence and accuracy.

Harvard Business School Cvent Attendee Hub mobile event app screenshots for staff app

Additionally, the staff app incorporated Cvent surveys, allowing staff members to provide valuable feedback when staffing sessions. These surveys guided them through various questions, including room setup and technology functionality, empowering the HBS staff who monitor the responses to swiftly address any issues. Moreover, the survey functionality facilitated the tracking and reporting of session-specific attendance, notes, and concerns, providing valuable insights for future analysis and ongoing enhancements.

RESULTS

Empowering HBS to do more with less using Cvent

With Cvent, the HBS team was able to elevate the standard of the reunion experience while effectively managing five times the usual number of attendees, all with the same staffing resources. “Cvent is the most efficient and streamlined way I’ve seen to manage events,” shares Ilana. With their use of Cvent, the printing—and reprinting—of paper program books and name badges, physical space taken up by printed materials, and after-hours organization of registration materials could all be eliminated, along with the associated costs. With these cost savings, the Reunions team maintains that integrating Cvent technology costs about the same, yet using Cvent has substantially elevated team morale and scalability. Cvent has also afforded HBS to minimize its environmental footprint and foster a more eco-friendly experience.

In reflecting on the success of the reunions, the HBS team remarks on the quality and genuineness of their Cvent support team. “The support we receive from Cvent is tremendous,” Sarah insists. “It’s clear that they want us to succeed.” HBS also appreciates the increased efficiencies they’ve seen in using event technology. “Cvent streamlines the way I manage events,” shares Sarah. “Cvent enables us to find ways to do more with less, whether that’s less staff, less resources, or less space.”

Moreover, the HBS team acknowledges that Cvent goes beyond just offering a client success team. They value that Cvent, as an organization, actively listens to client feedback and remains agile to continuously innovate and adapt to the changing industry landscape. Additionally, Cvent provides valuable real-time data that empowers the team to make informed decisions. “Managing our events in one soup-to-nuts system is huge for us,” Sarah says.

The primary benefit of utilizing Cvent to power HBS’ reunions is the ability to provide an exceptional and seamless experience for their alumni. Sarah summarizes, “Knowing we have not only the Cvent tools in our arsenal but the Cvent team behind us is incredibly exciting, especially as we host these large convenings.”