All about EventsEvent Management Guideline

Harindu Korala LCVP Business Development -14/15

AIESEC Colombo South- SL

Event Management

“creation and development of large scale events such as festivals, conferences, ceremonies, formal parties, concerts, or conventions” - wikipedia

● Studying the brand,● Identifying the target audience, ● Devising the event concept, ● Planning the logistics and coordinating the technical aspects etc

Why Organizations need events ?● To Gain visibility by marketing themselves ● Build Business Relationships ● Celebrate achievement ● Raise Money ● More Importantly as a Strategic marketing and Communication Tool

Event Planning

Successful events are usually based on a strong concept and purpose !

Event Planning Canvas 1.Concept 4.Agenda 2.UVP 9.Promotions 3.Audience

5.Logistics 8.Partners

6.Cost 7.Revenue

Product/ Event Market

Vision A short statement that describes, in broad terms, the event’s long

term aim.

e.x : Redefining what a hackathon is (HackaniX 2015)

Event Concept

Mission The mission statement sits underneath this and gives more detail about how the vision will be delivered

e.x : “Redefining the idea of a hackathon,making it a fun filled, vibrant and enjoyable event, provide solutions for prevailing relevant issues in the country through competing teams and taking programming to a wider audience by getting school students and university students in to the teams ”

Why we need to define vision and mission

You will be able to more clearly communicate to others what you hope

to achieve, thus providing focus and direction for everyone involved.

UVP

What is your selling point

Uniqueness of your event

What is UVP ?

Why UVP ?

Communicate the benefit to others.

Others = Audience , Partners , Speakers , Guests

Have a strong UVP the you can brand it

ex: HackaniX - the ultimate code party

FIT Sixes - Its Bigger and Better

AudienceIdentifying target market

WHO

● previous attendees● new attendees ● special interest and community groups● school students , future sponsors , the media, stakeholders etc

WHERE

For each entry in the WHO category you should identify WHERE

they are likely to be drawn from

e.x :

School students - geographic scope (colombo , kandy etc )

How to reach the target market (Will be discussed under promotions)

Agenda A strong event programme is essential for success

If the program is insubstantial or of poor quality it will not live up to the expectations of the audience/participants

Key Aspects

● Main Event Focus ● Secondary Focus - Entertainment activity or other another type of activity

that appeals to the core audience ● Filler Activities ● Always plan these secondary and filler activities in a way which they can be a

value addition to the main event. ● If the event is a conference type then WoW moment for each session● Timing and scheduling (Right item in the right time)

DO NOT BORE your Audience

Logistics Logistics are the details that make the event happen!

Members of the organising committee should be responsible for coordinating each of the logistical tasks.

Logistic Checklist

● Venue ● Inviting Speakers and Facilitators● Props - flip-charts, markers sound systems etc ● Materials - welcome pack (tags , delegate booklet pens t shirts)● Meals and Refreshments● Handling Delegates (Registrations and Inquiries)● Lodging● Transportation

CostsAll the expenses

Check list

● Venue ● Catering ● Promotion ● Materials

Revenue

Covering your costs and extra more ! ;) ● Registration Fee ● Commercial Sponsorships ● Merchandising ● In kind support ● Charitable Trusts and Foundations● Advertising● Licensing & Broadcasting Rights● Donations

Partners Provide benefits that meet the potential sponsor’s objectives!

Benefits

● Title Sponsorship - naming rights to the event ● Exclusive Sponsorship - only sponsor from their particular market sector● Brand Sponsorship - presence on all event literature, merchandising,website● Media Exposure - Dedicated Twitter hashtags ● Advertising - Video Advertising ● Merchandising Rights - opportunity to sell their product

● Sampling Opportunities – opportunity to give away samples of their product

● In Kind Partners - Beverage Sponsorships , Refreshment , Venue

Promotions

How you will reach your audience

Say right things to the right audience

Develop the right combination of marketing tools to reach your audience

Develop a promotion/marketing plan

Pre Event Promotions , During the event and Post Event Promotions

Event Promotion Tools

● Print: posters, leaflets, postcards, programmes● Direct mail and print distribution● Media advertising: print, radio and TV● Website● Media releases, promotions and activity● Media sponsorship● Mailing lists

Social Media

Most important tool

● Facebook Page and Event ● Twitter Handler and a hashtag ● Engage with the audience before the event through Challenges ,

Competitions ● During the event - Selfy challenges , crazy stuff ● Post Event - Albums with a selected number of photos which covers the

whole event. Not Big albums

Role of Event Manager Overlook the OC and Manage the Event

Take decisions in critical situations on behalf of the OC

Post Event Evaluation

Sample Event Canvas For HackaniX 1.Concept

Vision

Redefining what a hackathon is

Mission

4.Agenda-24 Hour - Entertainment Acts , Reviews, presentations, Awards ceremony

2.UVP

The Ultimate Code Party

-Undergrads + school students

-Gifts (5 Laptops for winners)

9.Promotions-Facebook ,Twitter Videos

3.Audience

- Uni students

- School Students

- Talent Seekers

5.LogisticsVenue - Trace Food Projector ,Sounds etc

8.PartnersMicrosoft ,99x , read me ,news papers , derana

6.CostCosts for Logistics

7.RevenueCommercial Sponsorships

Activity 30 Mins Plan your Event using canvas (Group Activity)