Building strong education through partnerships: seven Platinum sponsors partner with NAA to build strong education and an innovative exposition for multifamily housing professionals.

Through the years, the National Apartment Association (NAA) Education Conference & Exposition has been the industry's premier conference and trade show for multifamily housing professionals.

The 2002 Education Conference Chair Nancy Nicolosi, President, Schomac Property Management, is extremely excited about this year's seven Platinum Sponsors already committed for the 2002 NAA Education Conference & Exposition, which will take place at the Gaylord Palms Resort in Orlando, Fla., June 27-29. "The Platinum Sponsors play a key role in shaping the direction of the conference," she says. "The NAA Education Conference & Exposition continues to enjoy great success for two key reasons: we've kept a strong education program as a cornerstone of the conference, and we have sponsors supporting our efforts to refine that focus year after year."

Last year's Conference Chair, Rob Johnston, President of the Pinnacle Companies, says he received nothing but compliments from the 2001 Platinum Sponsors. "They all told me what a great show it was and how much their sponsorships accentuated their participation," he says. "Without question, they said this was among the best business decisions they made all year."

Perhaps no group is more enthusiastic about the value of the show than the sponsors. This year, seven companies from all facets of the industry will participate as Platinum Sponsors, and all say they are excited to partner with NAA to bring together quality education and networking opportunities.

Why Sponsorship Dollars Make a Difference

Platinum Sponsors say there are two reasons for their continued participation in the show: to increase their company visibility to the largest audience of key decision makers in the industry and to raise the level of education and awareness in the industry as a whole.

"The sponsorship is our way of supporting both our local account managers and NAA," says Leslie Browning of Sears Contract Sales, a repeat Platinum Sponsor. Sears employs more than 300 managers nationwide. Browning explains that the sponsorship gives them excellent visibility at the industry's largest show. "We truly support the needs of the multifamily housing industry and NAA."

Bobby Torres of Apartment Guide says, "We've considered ourselves partners with NAA for 27 years." He credits the show's size and target audience with his company's repeated success at the show, and says Platinum Sponsorship increases his visibility, allowing him to do even more business.

"The NAA Education Conference & Exposition enables us to see our current and future customers all in one place," he says. "We definitely attend other shows and have the opportunity to display our products, but the NAA show allows us to communicate with all the industry's decision makers in one place over a three day period."

Coinmach is another repeat Platinum Sponsor, and company President Mitchell Blatt says they wouldn't miss the opportunity to be part of the most important show in the multifamily housing industry. "NAA has made sure our time and money are well-spent and well-placed. When my sponsorship dollars are helping to bring top-notch educational opportunities to the industry, everyone wins."

He agrees with Torres, and says that his company's sponsorship accentuates the business exposure it receives at the Exposition. "NAA makes sure that we, as a vendor and sponsor, get enough time to spend with our customers," he explains.

Blatt says that NAA has been careful to establish a good give-and-take relationship with vendors and multifamily housing professionals. The highest level of sponsorship presents his company with a fantastic opportunity to say thank-you, and continue developing that relationship with both new and long-time association members, as well as giving Coinmach fantastic name recognition on the show floor.

Terry Slattery of For Rent concurs. "We've been Platinum Sponsors for several years for a couple of reasons. This sponsorship is a great combination of supporting the apartment industry and supporting NAA."

"We want to give back as much as we can," he continues. "Participating in the NAA Education Conference & Exposition is a great way to not only attract attention to our company, but to reach out and thank long-time customers. Our sponsorship and our booth give us a chance to see the people who support us all year."

What's in it for You?

Jim Hepfner, President of Hepfner, Smith, Airhart & Day and the 2002 Sponsorship Subcommittee Chair, sums up why the NAA Education Conference & Exposition is vital to every professional in the multifamily housing industry. "Bringing together leading industry suppliers and multifamily housing decision makers for continued professional growth is what the NAA Education Conference & Exposition is all about."

Leaders and professionals in the multifamily housing industry attend the conference to get the best education on the latest issues affecting the industry. Sponsors, leaders in their own industry segment, exhibit to provide a "hands on" opportunity to select and understand the most innovative products and services the industry has to offer.

Beyond supporting the association and the industry, sponsors say there's another important reason they choose to be Platinum Sponsors year after year: NAA's Education Conference & Exposition provides the single best exposure for their companies to network with current customers and other industry professionals.

Tamela Coval of Apartment Finder, a second-year Platinum Sponsor, puts it quite simply: the NAA show is the place to be for successful vendors. "We calculated the ROI after we came back last year, and we were quite satisfied with that return," she says.

BellSouth and Homestore.com, are first-time Platinum Sponsors, in large part because of the tremendous exposure the 2001 Platinum Sponsors received.

"NAA is recognized in the industry as one of the top national multifamily housing shows to attend and exhibit," says BellSouth's Penny Snyder.

"It is an incredible arena for us to enhance our relationships with current customers while also acquiring good qualified leads on future opportunities," she continues. Snyder says one of the things she likes most about the NAA show is its mix of attendees that includes both management and onsite professionals. With that combination, she says, the show is an excellent opportunity to make new sales.

Brett Waterman of Homestore.com, agrees. "Our visibility at the NAA national show provides residual value for Homestore all year round," he says, adding that he finds great value in participating in a large national show with such a great reputation in the industry.

Build It and Industry Professionals Will Come

This year's Platinum Sponsors say that neither the events of Sept. 11, 2001, nor the nation's economic slump will dampen their enthusiasm for the NAA Education Conference & Exposition. A record number of attendees is expected.

"I believe that most of the firms that send their people for educational conferences realize that their future is based on the education that's provided," says Coinmach's Blatt. "The people who go have a great time and get great educational benefits. People who manage properties want their people to be educated."

When it comes to putting money into these kinds of events, companies are more careful. Still, they say, the NAA show is the one place where the value outweighs the cost.

Slattery says, "This year, management companies are choosing fewer shows to participate in. This makes vendors' choices more difficult, but this is the show of shows for most people. This is the biggest and best, and it's the first place people go. Quite simply, this is the show you have to attend."

In a tight economy, decisions to invest in education are more critical than ever. When you look at the strong education program and the diverse and comprehensive list of exhibitors, you truly get one-stop shopping for education and products and services. Nicolosi feels strongly that, "The NAA Education Conference & Exposition is the only national conference where you can attend sessions on the latest industry issues, then walk to the Exposition Hall to find out how to resolve them."

Sherry Romello is NAA's Director of Meetings & Expositions. Jennifer James is NAA's Director of National Sales

Jennifer James is NAA's Director of National Sales.

Sherry Romello is NAA's Director of Meetings & Expositions.