Events - hub.myaiesec.inhub.myaiesec.in/upload/26c6-Event Guide for Dummies .pdf · fundraising....
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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/