EVENT PLANNING
An event’s success often rests on
participants feeling their input is worthy!
If you are planning an ongoing event for a commercial or non-profit organization, you may not have many design or operational options. If that is not the case, the most important decisions are what the event will be, when and where it will be held …and who will be involved. Depending on its nature and size, you will need to determine whether the event will be considered newsworthy by the media. Even the celebration of a family member’s one hundredth birthday in a small city will be of interest in many communities, especially if the woman or man has been involved in civic affairs.
1. BASIC QUESTIONS FOR AN EVENT
~ If what you envision is a small familial event in a home, you already know the venue features. If lacking in amenities, can it be held in a neighborhood venue?
~ If it is for supporters of a sole proprietorship, or a small organization, could it be planned as a local/neighborhood event in a recreation center, or park? Perhaps a large home or even the space between two houses would be appropriate, if it is during an agreeable time of the year.
~ For larger organizations, what is the value of your projected event? If you are a non-profit and it will be a major promotional event, this could be the major source of fundraising for you for one or more years! Even if it is not a major fundraising activity, you will still benefit from the promotional exposure of your elements of branding, such as your name, logo, slogan, and contact information…and banners will serve all those purposes! But regardless of the size of the event, you will have to determine whether you have the funds to cover these and many other expenses.
~ If it is intended to produce considerable revenue (to pay for future activities, or profit), will it appeal to a large number of people? (Consider who will be attracted…and actually attend?)
~ Whether or not it is intended to produce revenue, how does it fit within your overall and long-term goals? Will it lead to future events with expanding benefits? Will it attract community patronage and support?
~ Paid or volunteer, do you have adequate personnel to plan and conduct the event?
~ What appropriate facilities, equipment, and materials are available to you and/or other personnel involved in the event?
~ Can you offer volunteers, organizational supporters, and/or members of your firm a discount if you are charging an entry fee?
~ Before making final decisions, consult an attorney regarding facility rental, insurance (often more than one kind), and contracts with performers, venders, and other contractors. Compare temporary event insurance coverages. a change in comprehensive coverage(which may be more cost-effective and offer other benefits.)
After evaluating these initial considerations with key personnel, discuss whether the event could be an inter-organizational project for mutual benefit…such as sharing in preparation, as well as operational and advertising activities…and expenses?
2. EVENT VENUE SWOT
While budgetary considerations may seem to be the primary issue, location, elements of the facility, and equipment must also be considered. For professional event planners, the term SWOT is the shorthand for analyzing a potential venue. What are its Strengths, Weaknesses, Opportunities, and Threats.
~ Examine entrances/exits, parking, overall and sectional space, restrooms, signage availability, electrical and sound systems
~ Restrooms, changing rooms for speakers, performers, musicians, special guests
~ Consider the need to augment restrooms, waste disposal, food storage/preparation area(s), appliances, electrical outlets/equipment, cookware, utensils, dishes
~ Contact previous/potential venders, entertainers, special guests regarding their needs and problems with previous events
~ Ask to see a sample of their contract (determine your responsibilities as a renter…time, clean up, payment for failures to perform)
3. PRELIMINARY EVENT RESEARCH
~ Check local event calendars to see if there are conflicts with larger events that have parallel themes or titles near your preferred location? If so, how can you effectively alter your plans?
~ Verify fees vendors typically pay (learn if they will provide discounts/services to staff, volunteers, and performers if they pay no fee).
~Consider having a technician, handyperson, or other specialists on call if not on the premises
~ Remember to provide vendors/service providers with promo materials to distribute in advance of your event
4. EVENT ADMINISTRATIVE MATERIALS
~ Review previous operations (including forms, division of responsibilities, schedules for staff/volunteers)
~Contemplate necessary changes before designing/issuing new materials (solicit input from previous event leaders and current team members)
~Create a calendar for steps in final event planning and execution, post event review, and expressions of gratitude
5. EVENT MARKETING
~ Evaluate the event’s public appeal and newsworthiness
~ Verify media deadlines and requirements for advertising, media releases, and public service announcements (PSAs) [View Sample Media Releases]
~Design timed Media Releases (including announcement of leading staff, performers, musicians, plans for usage of revenue…and important changes
~Design Fliers, Posters, Signage (provides impetus for reaching out to colleagues, community leaders, churches, schools, youth organizations, stores with windows/bulletin boards)
~ Energize promotion by team members
~ Schedule advertising, media releases, letters, calls to appropriate community leaders
~ Send out an Initial Media Release announcing the basic W’s of Who, What, When and Where! [View Sample Media Releases.]
~ Contact local businesses (including the venue area) to display posters
~Invite participation by previous attendees, celebrities, performers, members of the media, and other members of your community
~Utilize each contact you make to promote other upcoming events (a dinner or concert?)
6. EVENT LAYOUT
~Diagram Staffed Tables: Check-in tables for staff, vendors, entertainers and special guests; table(s) for auction
items/donations/gifts/donations
~ Position a table near the event entry point for promotional material distribution
~ Position vendor booths/tables (numbered); wall/table promotional displays (normal operations and future events)
7. EVENT OPERATIONS
Invigorate group synergy, encouraging full participation of staff, volunteers and appropriate members of their families.
Strategize equipment and other supply usage for your team, the public and/or vendors
~ Electricity, electrical outlets, sound system, cordage…
~ Determine needs of vendors, with or without charge (tables, chairs, electrical outlet/cordage)
~ Waste cans, garbage, and recycling bins
~ Tables (multiple types), chairs, linens
~ Toilet paper, paper towels, hand disinfectant
~ Secretarial and other operational supplies: cell phones; name badges (for event staff, guests); pens, pencils; notepads, blank paper; clip boards; scissors; paper clips; tape (several types), guest sign-in sheets…
8. POST-EVENT REVIEW AND FEEDBACK SURVEY
~ Whether it is after a Scottish Highland Games, the run of a play, or a literary event, a “post-mortem” is vital to future success. Without a strident tone, conversations, surveys and other means of communication will help determine elements of success to carry forward, as well as those to delete or replace…
~Using a 5-point scale, survey attendees, vendors, staff, volunteers, speakers, and performers about their participation in your event. The survey topics/questions included will depend on the type of event you hold. Be sure to include a General Comments Section to encourage suggestions for an encore event.
9. EXPRESSIONS OF GRATITUDE
~ Personally call key donors, participants, performers, community leaders, and media
~ Also mail personalized Thank You notes to the people who have helped you plan and execute your event
~ Send general Thank You messages to vendors and others…email is now standard, but something mailed may be long remembered!
~ Generate internal messages of recognition (especially for noteworthy or unexpected participation)
No matter how well you plan for an event, unexpected things will occur.Some are positive, like the unexpected attendance of members of the media, the world of entertainment, and/or community leaders. Others, such as medical emergencies are not so pleasant, but must be anticipated. One of the easiest items to overlook is taking photos and making videos for future use. These images, with or without sound, can provide wonderful material for concurrent or future promotion (especially shown online during the event! I think that most of you who are authors are aware that many book fairs provide live streaming images of their day’s events!
May you enjoy wonderful event…from a birthday party or wedding
to an awards dinner or a city’s 200th birthday celebration!
I promise to offer a Sample Event Survey soon…
Aloha, Jeanne
