building a successful event: presented by: schulich school of engineering, university of calgary...
TRANSCRIPT
Building a Successful Event:
presented by:Schulich School of Engineering, University of
Calgary
October 2, 2010
Maier Student Leadership Conference
AGENDA
o Where to start?
o What is the purpose of your event?
o Selecting the right event
o The event committee
o SWOT analysis
o Creating a plan of attack
o Templates
o Post-event
o Tips for hosting successful events
Ask yourself:
What are the goals of the event?
What will be the theme?
Who is your target audience and what are your attendance goals?
Are there speakers or performers available that will generate interest in the event?
Do you have adequate resources to produce the event (funds and time)?
Where will the event be hosted?
What is the purpose of the event?
WHERE TO START?
WHAT IS THE PURPOSE OF YOUR EVENT?
o To raise money
o To generate donor prospects or volunteers
o To increase public awareness
o To reach a different constituency
o To bring attention to your mission or cause i.e.
campaign kick-off
o Some combination of all of the above
Some Events Raise Money But Less Awareness
o More “exclusive”
o Less individuals in attendance
o Higher individual cost to attend
o Lower administrative and advertising expenses
o More donor prospects
o More exclusivity for sponsors
o Attendees have greater loyalty to the organization
Some Events Raise Awareness But Less Money
o Wider appeal
o Fewer donor prospects
o Often require a bigger investment of time, people and
money
o Larger attendance
o Higher visibility
o Higher admin and advertising costs
o Attendees have less loyalty to the organization
SELECTING THE RIGHT EVENT
o Audiences• List all possible groups of people you would like to
have at your event
o Assets• What does your event offer to your audience and
participants?
o Vision• What is the highest expectation for the event?
o Promise• What will each event participant actually take away
from the event experience?
THE EVENT COMMITTEE
o Recruit a strong committee
o Develop roles and
responsibilities for committee
members
o Keep minutes of meetings
with action notes for follow-up
SWOT ANALYSIS
o STRENGTHS
o WEAKNESSES
o OPPORTUNITIES
o THREATS
Create a checklist
Create a budget
Logistical plan
Execution plan
What to do post-event
CREATING A PLAN OF ATTACK
PRE-EVENT PLANNING Tactic Timing Date Person
Responsible Cost
Determine purpose and objective of event
12 - 16 weeks in advance
Develop "wish list" of speakers/presentations
12 - 16 weeks in advance
Envision program/demo (this includes type of catering, whether it be lunch, dinner, etc)
12 – 16 weeks in advance
Determine target audience 12 – 16 weeks in advance
Determine budget 12 – 16 weeks in advance
Determine desired number of audience numbers
12 – 16 weeks in advance
Determine date and contact and confirm speakers in program
12 – 16 weeks in advance
Determine role and request U of C faculty and/or staff attendance (ie. President, Dean, Department Head, etc)
12 – 16 weeks in advance
Determine roles for members of planning committee
12 – 16 weeks in advance
LOGISTICS Tactic Timing Date Person
Responsible Cost
Book required facilities 12 – 16 weeks in advance
Develop Invitation list 12 - 16 weeks in advance
Develop invitation 12 weeks in advance
Print invitations 10 - 12 weeks in advance
Ensure availability of volunteers as needed
10 weeks in advance
Book additional technology as required (AV set-ups, media feed, demo requirements)
10 weeks in advance
Confirm speakers
10 weeks in advance
Set up online registration site 8 weeks in advance Mail out invitations 4 – 5 weeks in advance Track RSVPs Ongoing
Book required furnishings (stage/podium, seating, reception table, information tables, table skirts, coat racks)
4 weeks in advance
Book catering/drinks 4 weeks in advance Book photographer 4 weeks in advance Organize display materials 4 weeks in advance Book music 4 weeks in advance Gifts for speakers/presenters 4 weeks in advance Documentation of event 4 weeks in advance Parking arrangements for guests 4 weeks in advance Detailed event scenario 4 weeks in advance Speaking notes for presenters 4 weeks in advance Order flowers 3 weeks in advance Test equipment for demo 2 – 3 weeks in advance Assign roles for day of event 2 – 3 weeks in advance Confirm catering numbers 1-2 weeks in advance
COMMUNICATIONS Tactic Timing Date Person
Responsible Cost
Update website re: logos and related stories (if relevant)
8 – 12 weeks in advance
Posters and other signage 8 - 12 weeks in advance
Develop event program or other handouts/collateral
8 - 12 weeks in advance (if possible)
Hang signage at site 2 days in advance (if possible)
Sponsorship Tactic Timing Date Person
Responsible Cost
Solicit prospects and update sponsorship matrix, forward letters of intent, process payments, and update website as funds are secured
16 weeks – 4 weeks in advance
Confirm final logo placement on all print, clothing, or digital items
4 weeks in advance
Review all final contract or letters of intent to ensure deliverables are/will be met
4 weeks in advance
Ensure that all sponsorship funds have been received and receipts/thank you letters have been processed
2 weeks in advance
Sponsorship follow-up calls to confirm event details/secure VIP guests/provide name and contact information of liaison
3 days following
DAY OF EVENT Tactic Timing Person Responsible Last minute RSVPs First thing in the morning Reminder phone calls First thing in the morning Locate Seat fillers (if required) First thing in the morning Set up (staging, seating, registration, catering, etc, flower arrangement)
3 hours in advance
Sound check 1 hour in advance Determine good photo locations and opportunities
30 minutes in advance
ROLES FOR DAY OF EVENT Role Person(s) Responsible Technician liaison Entertainment liaison Photography liaison
Catering liaison
Media liaison
Registration
VIP liaisons
Sponsorship liaisons
Crowd control
POST EVENT Tactic Timing Date Person
Responsible Cost
De-briefing/Evaluation/Questionnaire
1 - 5 days after
Thank you cards 1 – 5 days after Actualize budget 1 – 5 days after Post mortem with sponsors – confirm that deliverables were met and discuss renewal if appropriate
1 – 2 weeks after
Media Tactic Timing Date Responsibility Develop media advisory 2 weeks before
Determine target media 2 weeks before Develop media release and backgrounders 2 weeks before Check RSVPs and follow up invitations 10 days before Send out media advisory 1 week before Print media release and backgrounder and assemble press kits for event
2 days before
Distribute media advisory via fax 1 day before Phone calls to media
1 day before or morning of event
Distribute media release and backgrounder via fax Morning of event Media relations at event
Time of event
Units Budget Unit Cost Estimated Budget
Projected Expenses
1 Venue and Room Rental $0.00 $0.005% GST $0.00
Sub-total $0.00
2 Food Requirements $0.00Reception $0.00Bar $0.00Meal Costs $0.00Wine Service w/ Meal $0.00
Sub-total $0.0018% Gratuity $0.005% GST $0.00
Sub-total $0.00
3 Equipment Rental $0.00Podium & Microphone $0.00Screen $0.00Wireless Microphone/mixer $0.00LCD Projector $0.00Napkin Rental $0.00Napkin Delivery $0.00Tablecloth Rental $0.00Tablecloth Delivery $0.00
Sub-total $0.00
Student Clubs Budget Template
Units Budget Unit Cost Estimated Budget
4 Printing and Design $0.00Design for Sponsorship Packages $0.00Design & Layout for Invitations $0.00Design & Layout for menu/program $0.00Design for evites $0.00Design for purchased advertising $0.00Design for Sponsor Board $0.00Printing - Sponsorship Packages $0.00Printing - Invitations $0.00Printing - Programs/Menu $0.00Printing - Sponsorship Board $0.00Mailing Costs $0.00
Sub-total $0.00
5 Advertising $0.00Magazine Ad Placement $0.00Newspaper Ad Placement $0.00
Sub-total $0.00
6 Signage $0.00Printing (Nametags) $0.00Venue Directional Signage $0.00Seating Plan Signage $0.00
Sub-Total $0.00
7 Volunteer Recognition $0.00Parking $0.00Volunteer thank you gifts $0.00
Sub-total $0.00
Units Budget Unit Cost Estimated Budget
8 Miscellaneous $0.00Gifts (Guest Giveaways) $0.00Award and/or Trophy $0.00Shipping/Customs (for Award) $0.00Entertainment $0.00SOCAN Fee $0.00Corsage/Boutinere $0.00Decorations $0.00Centrepieces $0.00Photography $0.00Coat Check $0.00Set-up/Temp Staffing $0.00
Sub-Total $0.00
9 Complimentary tickets to event $0.00
Total Expenses $0.00
10 Contingency Fund (5%) $0.00
Expenses Grand Total $0.00
POST-EVENT
o Recognition
o Evaluation
o Committee Debrief
o Wrap-up Report
Recognition Who should be recognized?
- VIP’s- Sponsors- Volunteers- Committee members- Long time supporters
How should they be recognized?- Formal vs. Informal
Who does the recognition?- Head of sponsorship- Committee Chair
Is recognition included in your budget?
When should you do recognition?
Evaluation
Feedback- Volunteer Survey- Participant survey
Fiscal- Number of
Participants- Sponsor Revenue- Income- Expenses- Balance Budget
Other- # of guests- Media Coverage
Committee Debrief
Should be done as soon as possible after the event
Should be constructive criticism
As the event organizer, stay calm and don’t take it personally
Encourage input from all members
Keep notes and action items Follow-up on recommendations
Wrap-up Report
Items to include:◦ Background◦ Committee◦ Results
Sponsorship Number of
guests/volunteers Revenue sources
◦ Recommendations◦ Closing Remarks◦ Attachments
SWOT Analysis Financial Results Templates
Failing to plan is planning to fail
Develop ways to evaluate the event's success
Make sure the purpose of the special event is important enough to merit the time and expense needed to properly stage, publicize and evaluate the event.
Carefully match the type of event that is selected to the purpose that it serves. Do you want to reach out to new users or thank your existing supporters?
Talk to others who have successfully staged similar events.
TIPS FOR SUCCESS
Thank you for your time
Checklist and budget templates are available at:http://schulich.ucalgary.ca/information_clubs_and_teams