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Event Management Framework © 2016 Vincent Andi Wijaya

(Do Not Copy)

Content

1. Research (Defining the Problem, Situation, and Opportunity)

2. Design (Defining the Solution and Strategy)

3. Planning (Planning and Programming)

4. Coordinating (Taking Action, Communicating, and Implementation)

5. Evaluation (Assesment and Evaluating the Program)

1. Research

Why an event conduct? (Market and Consumer Analysis)

Who got the benefit from the event? (Company Analysis)

When is the best time or good-timing to conduct the event? (Audience Behavior Analysis)

Where is the main audiences located? (Geography Analysis)

How many and what is the audiences age, gender, occupation, income, education level, religion,

race, social and economic status, lifestyle, personality, and behaviour? (Audience Demography

and Behaviour Analysis)

Strength (Product or Service Analysis)

Weakness (Product or Service Analysis)

Opportunity (Market and Consumer Analysis)

Threat (Market and Consumer Analysis)

2. Design

Event Objective

To raise the awareness of a brand or an issue (cognitive)

To inform a product or service (cognitive)

To educate the audiences and inform a knowledge (cognitive)

To associated a brand with lifestyle or personality (affective)

To entertain the audiences (affective)

To have an acceptance through audience experience oriented (behaviour)

To support an IMC activity

To receive publication by various mass media

To show corporate good-will and receive a positive image

To give a direct message and also have a direct feedback

To prevent or solving a problem, miscommunication, or misconduct

To formulate a policy and social change process

2

Audience and Stakeholder

Size (Local/Major/Mega)

Creative Strategy

Creative Strategy is how to reach the event objective.

Creative-based Thinking

a Positioning :

b Product :

c People :

d Problem :

e Promise :

f Profit :

g Priority :

h Persuasive :

i Platform :

Creative Strategy Option

a Generic Strategy

Overall Cost Leadership : Lower price than competitor

Product Differentiation : Product quality-oriented

Service Differentiation : Easiness service for consumer

Personal Differentiation : Process differentiation

Channel Differentiation : Distribution channel differentiation

b Preemtive Strategy : Product superiority for little market

c Unique Selling Proposition Strategy : Point-of-difference from competitor

d Brand Image Strategy : Lyfe-symbols oriented for psychology effect

e Inherent Drama Strategy : Dramatize the product benefit and character

f Resonance Strategy : Toughen the consumer life experience

g Positioning Strategy : Brand positioning on consumer perspective

Content (Hallmark/Culture/Sport/Business)

Event Form (Formal/Semi-formal/Non-formal)

No. Event Form Activity No. Event Form Activity

1. Civic Event Parade 14. Roadshow Movement

2. Expositions/Exhibits Exhibition 15. Hospitality Convention

3. Fairs and Festival Entertaining 16. Games Outbond

4. Hallmark Event Launching 17. Demonstration Try on

5. Contest & Competition Publicity 18. Debate Candidate Argue

6. Meeting & Conference Discussion 19. Launching Symbolic

7. Retail Event Sponsorship 20. Media Conference Journalist Meet

8. Social Life Cycle Event Wedding 21. Media Tour Journalist Tour

9. Sport Event Cup 22. Gathering Neighbourly

10. Tourism Art & Culture 23. Reunion Alumni Meeting

11. Talkshow & Seminar Educate 24. Training Skill

12. Social Campaign CSR 25. Party Celebration

13. Promotion To Inform 26. Concert Performance

3

Event Theme

Audience Experience

Sense : Touch audience feeling through eyes, ears, smells, flavours, touches

Think : Add audience knowledge and open-minded

Act : Affect lifestyle

Relate : Develop audience skill and ability

Feel : Touch audience emotions, unexpected action

Consider shape, motion, sound, light, colour, and scent elements

How to raise audience

a Attention :

b Interest :

c Desire :

d Conviction :

e Action :

Media Strategy

Orientation

a. Mass Media

b. Group Media

c. Personal Media

Media Type

d. Above-the-line

e. Below-the-line

f. Through-the-line

g. Word-of-mouth

Message Strategy

Function

a. To Inform (event ideas, platform, identity, architecture, experience and

communication as an IMC)

b. To Educate (nature facts, differentiation benefits, tips, how to, practical, environtment)

c. To Entertain (trending topics or behaviour, creative treatment)

d. To Persuade (build brand preference, join social campaign, sales promotion)

e. To Remind (mantain brand awareness, habits)

Objective

a. To change attitude

b. To change opinion

c. To change behaviour

d. To change society

4

Communicator’s credibility

Expertise: Experience, Education Backgroung, Skill, Ability, Smartness

Trustworthiness: Honest, Polite, Sincere, Etichs

Attractiveness:

a Physics: Well-dressed, Neatness, Smartness, Fragrant, Voice Volume

b Emotional: Popularity, Electability, Manner, Associated with the product and the market

Rundown (Content and Duration)

Opening and Entertainment

Main-Event and Attractiveness

Closing

Event Packaging

Performer

Property

3. Planning

Staff Briefing and Job Description

Event Manager : Leading the team

Management : Budgeting, Cash Flow, Administration, and Operational

Production : Event Packaging and Needs, Promotion Material Design, Decoration

Marketing : Sponsorship, Ticketing, Promotion, PR, and Audience

Preview

Theme

Venue (consider location, capacity, facility, outdoor/indoor)

Day, Date, and Time

Guest and VIP List

Media Relations

Guest Book and Souvenir

Facility Check

Electricity

Theme Consistency (Uniform, Dress Code, Material)

Service-satisfaction (Invitation, Catering)

Transportation and Parking Facility

Information and Promotion Material

Financing and Sponsorship

Journalist Follow-up

Media Kit

Media Room and Online Computer

After-event Evaluation

5

Information and Promotion Toolkit

Online Media : Instagram, Facebook, Website, Twitter, Youtube, etc

Advertising : Radio, TV, Magazine, Newspaper, Banner, Billboard, etc

Direct Marketing : Presentation, Seminar, SMS, E-mail, BBM, Set-up Event

Promotion, Local EO Partner

Public Relations : Press Release, Naration Style, etc

Sales Promotion and Affiliate : Official Ticket Box, Refferal, etc

Colaboration Team and Partners

Budgets

Purchasing

Payment Schedule

Expenditure Control and Income Source

Sponsor Spesification and Benefit

Sponsor Contribution Format

Time Schedule

Equipment Checklist

4. Coordinating

Team Player

Event Manager : Leading the team

Management : Budgeting, Cash Flow, Administration, and Operational

Production : Event Packaging and Needs, Promotio Material Design, Decoration

Marketing : Sponsorship, Ticketing, Promotion, PR, and Audience

The Core Team

Team Leader :

Management :

Production :

Marketing :

Free-lance Committee List

Value

Compactness Value Implementation

Enthusiasm Value Implementation

Communication Chart

Dicipline Value Implementation

6

Management Team Preparation

a Letter

Audiences Survey Questionaire

Offer Letter

License and Permit

Pervasion Request Letter

Press Release Draft (Theme, Objective, Promoter, Organizer, Event Packaging,

Contact Person)

Confirmation Letter, Performer, Rundown, Venue Layout, and MoU

Letter of Thanks to Sponsor, Performer, and Partner

b Provision Letter

For Competition or Exhibition Participant

c Memorandum of Understanding (MoU)

Performer

Venue

Sponsor

Partner

Ticket Box

d Financial Plan

e Sponsor Database, Partner Database, and Ticket Box Database

Production Team Preparation

Promotion Material Checklist

Sponsor Promotion Material Checklist

Equipment Checklist

Partner Checklist

Rider (Speaker Request Procedure and Liaison Officer)

Rundown

Keep Smiling

Event Preparation

a Checking event activity preparation

b Reconfirmation every side

c Checking availability facility and equipment

d Checking every media presence

e Checking stage condition and venue (decoration, sound, lighting, stage

endurance)

Event Rehearsal

a Checking every side readiness

b Checking crew adequacy

c Checking every side coordination system

d Make sure the flow and no empty moment

e Make sure the event fit with the duration given

f Checking facility readiness

g Checking equipment readiness

Facing Obstacle Preparation (Unilateral Cancellation, Disaster, Politics Condition, Other

Urgent Situation)

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Marketing Team Preparation

a Well-dressed

b Database

c Excellent Verbal and Non-verbal Interpersonal Communication Skill

d Work in Team

e To-do List

f Weekly and Monthly Report

g Marketing Focus Sub-division

Media Partner

Audiences

Booth

Competition Participant

Sponsorship (Based on audience analysis)

Ticketing

Etc

h Information and Promotion Toolkit Execution

Copywriting: Urgent, Unique, Useful, Ultra-specific

Hard-selling Anatomy: Headline, What, Why, How

i Sponsorship Proposal (© Copyright)

Cover letter

Theme

Highlight or Tagline

Objective

Goal

Event Packaging

Rundown

Venue

Audiences

Cost

Promotion Media

Publication

Event Attractiveness (Sponsor Benefits Offer)

Sponsor Contribution Format

Contact Person and Latest Confirmation Date

Latest Contribution Fee Received

Closing

Attachment

Provision Form

Committee List (Influencer)

License and Permit

Venue Layout

Brochure

j Follow-Up (Make a Call, Presentation, Handling Objection, Closing Deal, Ask Reason If

Declined)

k Media Conference or Media Tour and Media Kit

l Before and After Publication

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5. Evaluation

After-event Evaluation

Key Performance Indicatior

Quantitative Indicators

Qualitative Indicators

Leading Indicators

Lagging Indicators

Input Indicators

Process Indicators

Outpot Indicators

Practical Indicators

Directional Indicators

Actionable Indicators

Financial Indicators