EVENTS A

ND PR

WHAT IS AN EVENT?

An event is designed to bring a target audience together for a specific purpose.

TYPES OF EVENTS

Corporate Meetings

Conventions

Incentive Events

Tradeshows/Expositions

Concerts

Fundraising events

Government/Political Events

Social Events

SEQUENTIAL PLANNING

Preplanning

Planning

Execution

Follow Up

PREPLANNING

Gain an understanding of what you are getting into.

• Understand your client• Brand• Corporate Culture• Major Players

• Understand the potential attendees• Demographic• Psychographic• Major players

• Understand the specific purpose of the event

Ask lots of questions- RESEARCH!

PLANNING

After you know what you’re getting into, get into it.

• Select a location- where will your event be held?

• Create a budget- how will you spend your money?

• Set up and take registration.• Select event content- who will

speak/perform/etc.?• Market your event to the target audience.• Select food and beverage.• Design the experience.• Details, details, details.

No detail is too small… continue asking lots of

questions.

EXECUTION

Put your plans into action.• Ensure the planning you have done continues

to run smoothly.• Work with all vendors, speakers and location

contact onsite.• Monitor for safety and ensure all rules and

regulations are followed. • Manage onsite staff.• Create an outstanding experience for

attendees.• Troubleshoot and problem solve- occurs more

frequently than you might think.

Expect the best, prepare for the worst.

FOLLOW UPAssess the result.

End where you started- RESEARCH!

• Assess the objectives- were the objectives set for the event met?

• Assess the feelings of the client- often tied to the assessment of objectives.

• Assess the feelings of the attendees- • Would they come to your event again if it was

held?• Would they recommend it to a friend?

• What areas could be improved to provide a better experience?

• Assess your planning experience- what would you do differently for this or a similar event to improve it?

SEQUENTIAL PLANNING

Preplanning

Planning

Execution

Follow Up

EVENT ELEMENTS

• Anticipation• Arrival• Atmosphere• Appetite• Activity• Amenities• Ask

ANTICIPATION

• We want something to look forward to

• How do you invite?:• Advertising• Direct mail• Social media• Other communication and

marketing outreach efforts

ARRIVAL

• Travel and Transportation• Meeting and Greeting• Navigation• Saying Goodbye

ATMOSPHERE

• Physical environment- site selection• Decorations and props• Seating style• Soundscaping• Waste control

APPETITE

• F&B• Type of food service• Food and beverage selection• Serve with style

• Your food selections must match the overall event culture

ACTIVITY

• There must be something to do!• “The task for the professional event

coordinator is to incorporate and choreograph the appropriate activities so they increase the value of the event experience.” –Julia Rutherford Silvers

• Collectable experiences- something to make it worth their time and money

• Participatory versus spectator• Diversion and recreation

AMENITIES

• Beside their memories, what will your guests walk away with to help them remember their experience?

ASK

• Research- done prior to and following event

• How will you research? Surveys? Phone calls? Focus groups?

ACTIVITY BREAK!

ACTIVITY PROMPT:

• What: Georgetown College introduces a new Major program [you select the program]

• When: announced May 2015

• You Should:• Define who will be invited.• Define where the event will take place.• Define each of the seven event elements

we discussed.

WRITING PROMPT #4

• Due next Tuesday

• Talk to someone in a hiring position, and ask them for three words of advice for the application and interview process.