EventsFor

DUMMIES

B r ough t t o you by

t h e A I ESEC i n I n d ia B u s i n e s s De ve lo pme n t Te a m

Part 1

EVENT GUIDE FOR DUMMIES

For: P r e s i d e n t s

V i ce P r e s i d e n t s

Tea m Lea d e r s

M e mbe r s

O r g a n i z i n g C o mm i t t e e s

( ba s i ca l l y, f o r e ve r yone ! )

LETS BEGIN! Hello everyone!

In this guide we will be exploring the following aspects of Event production and execution.

Understanding why

do we do events in

AIESEC India.

Internal objective and

External objectives for

doing an event.

Selection and

management of the

right team

The right

budgeting

Making an event

timeline.

The right

fundraising

WHY DO WE DO EVENTS?To understand this we have to look at our vision itself. ‘Peace and fulfilment of humankind’s potential’.

This is why we do . We do events in AIESEC to primarily make our vision visible to everyone in different

formats. This can be tangibly broken down into the following aspects.

BRAND POSITION

Positioning the brand

of an LC in their

city/region. Your

stakeholders know who

you are and what you

do.

FUND RAISING PRODUCT PUSH MEMBER XP

Raising funds to ensure

smooth event delivery

and also as an income

for the LC to invest into

necessary areas.

Pushing all the 6

products we have

through these events.

Having all your

stakeholders in one

place to see what you

have to offer and what

they can gain

Giving member a first

hand experience with

aspects of Event

planning, Event

production and

execution.

OBJECTIVEEvery event has an ‘OBJECTIVE’. An objective is the end goal you wish to achieve through that particular

event. It can range from making yourself visible in the market to enhance your budget with funds, or to

create an impact in the society through awareness.

An internal objective for

an event pertains to

goals that you want to

achieve for the smooth

functioning and better

brand presence of the

LC.

An external objective

pertains to goals that are

external in nature. Working

on a social issue or

creating awareness

about a corporate trend

in the world.

Internal External

For eg : Increase

funds for the LC

For eg :

Balakalakaars MOS

• Balancing an event budget is one the major challenges we face,

and the root of most money problems can be traced backed to the

initial discussion stages. It is always best to begin designing an event

around the amount of financial resources available and not vice

versa.

• A budget is like the skeleton of the event. If budgeting is done

wrong then the entire event might topple.

• A basic budget should have all the overhead costs, keeping in mind

the logistical expenses, in-kind and liquid funds raised, and

miscellaneous costs. The budget should be an accurate

representation and not an estimate.

BUD GET ING

BUD GET ING

It is always advised to create two versions of the budget

1. An optimistic budget

2. A basic budget

This budget should be made with a very pessimistic attitude in mind. This budget is made understanding

the very basics that is required for the execution of the event. No funds are raised, investments are more.

This budget holds all the basic costs that has to be made.

This budget shows the best case scenario for execution of the event. The funds raised are sufficient.

There’s surplus money for investments, logistics are raised in kind and everything goes according to

timeline.

You can enter images hereO R G A N I S I N G C O M M I T T E E

• An organizing committee is a team that is responsible for the

planning, budgeting, curation and smooth execution of an event.

• The most crucial part in selecting an organizing team is

understanding the skill-set required to deliver the event.

Understanding of finance and marketing are the basic skills required ,

many events have a diverse range of skill sets required. Form your

team carefully.

• The team selection also depends on the number of people. ‘Too

many cooks spoil the broth’. Similarly, too many people in the core

team will lead to lot of touch points and micromanagement. The

average size of any core team should not be more than 6.

OC MANAGEMENT

An OC timeline should be

very properly made. The OC

should be selected at least

3 months before the event

begins. All the activities

should be properly

scheduled with checkpoints

TIMELINETEAM STANDARDS

IMPLEMENTATION

An OC role requires a lot of

Core-role skill. Make sure you

are putting emphasis on skill

training. Make them have

calls with previous successful

OC’s. There are many

training courses online as

well.

This is everything you require

to manage a team. If you

are implementing the team

standards properly, there is

nothing that could go wrong

in the OC experience. This

will help you to organize the

entire experience carefully

SKILLS TRAINING

An event timeline is very compact. Effective implementation of the TEAM STANDARDS over here will give

you a proper schedule to conduct meetings, Brief and debrief their experiences and also create a module

for the future event OC’s to take on. The success of the event rides on the effectiveness of the team.

FUNDRAIS ING

• Fundraising not only starts a few months before the event but actually a lot earlier when the

year budget is made.

• The deficit between money earned and spent on exchanges, becomes the minimum BD

target of the LC.

• To this target, an extra sum of money based on the sales capacity, and the market of the

city is added. This gives us the total BD budget for the year

• This BD budget, now, is split between various events happening throughout the year based

on:

1. No of people attending the event

2. Profile of people attending the event

3. Venue for the event

4. Profile of speakers

5. Type of partners,

6. Comparison with fund-raising happening in other similar events (eg. College Fests)

• The better these stats are, the more is the fundraising target

• Now, based on the people that might be interested to partner with your event, you select

the sponsorship modules.

• Some of the conventional sponsorship modues are

• Title, Co, Associate

• Platinum, Gold, Silver

• You can have more than 3 models

FUNDRAIS ING

• Fund-raising should start at least 2-3 months before an event.

• Sales Stat from HBR: For every 28 leads contacted, only 18 respond, only 10 will tell you they are interested, only 5

will give you a meeting and only 1 will actually convert

• Another stat from HBR: 80% of the sales conversions only happen in the 12th interaction.

• So considering this, to get 6 partners (Ideal no. of partners for an event) you need to approach 168 people and

2,016 interactions with these 128 people

• The kind of partners you get for your event and your market research should entirely depend on:

1. No of people attending the event

2. Profile of people attending the event

3. Venue for the event

4. Profile of speakers

5. Type of partners,

6. Comparison with fund-raising happening in other similar events (eg. College Fests)

7. Value proposition of your event

You can enter images here

LO G I S T I C S A N D I N - K I N D

• Logistic management is all about the integrated planning and

control of moving goods, merchandise equipment and people to be

on the event-site on time and in concert in the most efficient and

cost effective manner whilst monitoring of internal and external

network..

• In simple terms it means proper planning of what logistics are required

and in what means can it be moved in the most cost-effective

manner possible.

• Most of the Logistics that you incur should be raised. Working on a

partnership basis and/or a barter will help you reduce costs and

improve your budget.

• Use the young potential. Hand made things rule !

LOGIST ICS AND IN-K INDLogistics can be divided into three types depending on the role that they play in the event. It is very imperative that

you start raising for the same at least 2 months before the event. Remember that in-kind raising is a big relief to your

budget and ensures increased quality of the event.

Production logistics pertains to

everything that is required for the

event to run in terms of place,

lighting , sound

They include finding the venue,

ensuring the venue has good

Audio visual arrangements, if tents

or blinds are required.

This is the first thing that should be

worked upon while procuring

logistics

Everything from stationary to food

comes under this. The name itself

says it. Whatever that doesn’t fall

in production and curative ,

comes over here. These are basic

items that are required for every

event.

Curative Logistics are things that

are required to ensure the

standard of the event is set high.

Everything from charts, placards,

banners, bouquets, Projections,

even presentations come under

this.

Keeping a uniformity ensures the

quality of the event.

PRODUCTION LOGISTICS CURATIVE LOGISTICS MISCELLANEOUS LOGISTICS

Market ing Event Marketing is a crucial aspect to get outreach. Timing is everything over here. Using the right channels

with a singular message results into the right audience for the event. It also ensures that the right

stakeholders are attracted for partnerships and other affiliations

Try to have cost effective pre-

events and hit all the latest

trends while doing so. Have

spoken word dialogues, music

nights at cafés and try having

radio interviews. This still works!

Tv interviews and press releases

have the fastest way of reaching

the Audience. Again hit the trend,

attend forums with coverage and

go local.

Make sure that the event

portrays a singular message. Too

many messages can confuse

your target audience.

For eg: YSF is affiliated to the

SDG no 4

Make sure that you are utilizing

your current board members and

clients to pass your message.

They have strong channels and

can really benefit your event

outreach

Although social media marketing

is a boon, excessive usage of it

can lead to a bad brand of

your event. Make sure you are

timing all your post release and

have well curated content

Singular message Use your existing stakeholders Social media usage

Proper planning is required on

this front. Start very early, that’s

the key. Use your key USP’s to

attract people.

Radio, café partnerships TV interviews and press releases Advances ticket sales

E V E N T C H E C K L I S T !( B e f o r e e v e n t )

• Make sure everything in the venue is checked a day prior. Lights, and audio

visuals, ventilation and seating.

• All the banners should be of proper size and dimensions, there should be no

pixilation of any sort.

• All the pick ups scheduled for speakers and other guests should be followed

up promptly.

• All the materials for welcoming the guests should be ready.

• The green room should have enough food and water supplies

• All the entry and exit points should be mapped out properly and every OC

member should have a print of it.

• The registrations desk should be put up first thing in the morning of the event.

• All the curated content that is going to be shown should have a proper dry

run and put at one place i.e Laptop

• The first aid supplies and emergency hospital details should be ready.

• Sign boards have to be put up all around the event to ensure smooth

movement of the crowd.

• All the special seating should have their name placards ready.

E V E N T C H E C K L I S T !( p o s t e v e n t )

Thank you notes

A thank you note given every stakeholder and person present there will be a very classy

way of closing the event. It also acts as a good CRM strategy to get their contacts.

Certificates

This is for all IGV related events. Certify the people who attend it. It helps them and at the

same point of time gives you a liitle credibility. And hello! Partnerships

Event reports

A summary of the event you had in the form of the report. It acts as a document for your

succesors plus it shows the impact your event has created. Please give one copy to your

partners

Repo r t i ng and Documen ta t ionMaking an event report is extremely important. Like mentioned before, it acts as a document for

understanding how the event went. Make sure to make two versions of the report. The internal versions

should contain the budget actuals and the MOS achievement along with the details mentioned below

1. Internal external objective and how they got fulfilled

2. Topic that were spoken and partners who had come

3. Picture collage of the event

4. Practical details of the event like date, venue

5. A pictorial graph of the background of attendees

6. Partners and sponsors(Ad’s can be promised as

deliverables in the report)

7. Board of advisors details

8. Testimonials from the attendees

9. Press mentions and press interviews

10. OC details

RESOURCES

https://www.marketo.com/event-marketing/

https://issuu.com/internationalcongressteam/docs/ic_report_2015__final_

https://www.ted.com/participate/organize-a-local-tedx-event/tedx-organizer-guide/venue-spaces/event-

production

https://www.eventdrive.com/how-to-optimize-the-event-spending-by-hbr-2/