event management plan

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Event Management Plan Presented By Natia Seegars April 2012

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Start with a plan! This presentation is an effective event management plan I created after conducting a 6 month assessment of one company's event management processes. It includes evaluation, SWOT and a suggested solution of a cloud based project management software.

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Page 1: Event Management Plan

Event Management PlanPresented By Natia Seegars

April 2012

Page 2: Event Management Plan

EVALUATION

SWOT Analysis• We are good at executing events

• Too much individual work

• Leverage knowledge base

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Strengths•Qualified, capable and willing team

•Experience with prior shows which can be used to improve processes and methodology going forward

•Solid relationship with exhibit management entity

•Team members responsive to event management needs

•Currently building stronger rapport with stakeholders

Weaknesses•No standardized process for tradeshow management

• Inefficient allocation of resources (staff & time)

•Limited accountability for team members

•Poor visibility into planning processes

•Not implementing innovative tools and methodologies

•Unstructured method for communicating with key stakeholders

Opportunities•Implement planning processes and tools to establish a duplicable model

• Improved efficiencies allow team members to take a more value added approach to tradeshow marketing; more strategically, rather than tactical

•Guide progress of critical elements of planning process (e.g. data collection, product planning, etc)

Threats•Limited segregation of duties causing confusion, duplicated efforts & errors

•Potential lost confidence of key stakeholders from various business segments

•Inefficient tradeshow management costs time and money

•Failed communication limits innovation and collaboration

Page 3: Event Management Plan

EVALUATION

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Communication

People

Process

Tools

Reporting &

Evaluation

Communication:

• Key stakeholders and team members should be updated & engaged at specific milestones within the planning process

Transparency:

• Dashboard view of the planning process should be available for management and team members

Standardized Process:

• A standardized process would make planning more effective and efficient

• The process would simplify cross training and make duplication possible

Critical Needs

Page 4: Event Management Plan

REMAINING 2012 EVENTS

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May 14-16EBACE Geneva, Switzerland(BJS)

May 22-24Leadership Conference Miami, FL (Executive Mgmt)

July 9-15Farnborough AirshowFarnborough, England(CM, TPM)

August 6-9UAVLas Vegas(TPM)

August 16-18LABACESao Paulo, Brazil (CM)

August 18-21ACPCLas Vegas(CM)

September 25-27AIE AmericasSeattle, WA (CAS)

Oct 29-Nov 1MILCOMOrlando, FL(TPM)

Oct 30-Nov 1NBAA Orlando, FL(BJS, CM)

Page 5: Event Management Plan

2013 EVENTS

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January 29-31AFCEASan Diego(???)

April 9-11AIE HamburgHamburg, Germany(CAS, BJS, CM, TPM)

April 10 – 13Quad-AFt. Worth, TX(TPM)

April 16-18MRO AmericasAtlanta, GA(CM, CAS)

May 21-23EBACE Geneva, Switzerland(BJS)

Date TBDLeadership Conference Miami, FL (Executive Mgmt)

June 17-23Paris AirshowLe Bourget, France (CM, TPM)

August 13-16UAVWashington, DC(TPM)

August TBDLABACESao Paulo, Brazil (CM)

August TBDACPCLocation TBD(CM)

September TBDAIE AmericasSeattle, WA (CAS)

October TBDEngineering ConfAnaheim, CA(CAS)

October TBDMILCOMLocation TBD(TPM)

October 22-24 NBAA Las Vegas(BJS, CM)

November 17-21Dubai AirshowDubai, UAE(Corporate, CM)

Page 6: Event Management Plan

TRADESHOW / EVENT PROCESS

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Annual Budget / Calendar Planning

Event Messaging,

Theme & Design

Communicate Exhibit Direction

with Vendors

Base Exhibit Design Template

Event Staff Assignment

Identify Planning Milestones

Populate Project Planning Tools

Event Planning & Execution

Post-Event Debrief & Summary

Page 7: Event Management Plan

TRADESHOW / EVENT PROCESS

Annual Event / Budget Planning Time Frame Early Q3

Essential Elements:• Audit booth properties for damage, additional material requirements, etc.

• Evaluate stakeholder needs for shows (product displays, space, interactive displays, meeting space, etc)

• Incorporate event debrief notes into budget allocations

Deliverable(s):

• Preliminary budget established for each show

• Overall 2013 event calendar

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Page 8: Event Management Plan

TRADESHOW / EVENT PROCESS

Establish Messaging, Theme & Design Expectations For All Events Time Frame: Late Q3 / EarlyQ4 (Marketing Team Retreat)

Essential Elements:• Group discussion & collaboration (including vendors and key stakeholders)

• Company objectives for following year (based on leadership conf / strategic planning)

• Campaign & integrated marketing opportunities communicate brand message across all marketing channels

Deliverable(s):

• Brand messaging and design direction

• Project brief delivered to vendors to start design / communication process

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Page 9: Event Management Plan

TRADESHOW / EVENT PROCESS

Communicate Exhibit Design Direction With Appropriate VendorsTime Frame: 3rd Quarter (Concurrent with previous step)

Essential Elements:• Discuss stand budget allocation for each show

• Share messaging for the year, colors and themes as appropriate

• Request initial stand design renderings / messaging concepts for the each show

Deliverable(s):

• Project briefs for each show

• Preliminary tradeshow stand design guidance

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Page 10: Event Management Plan

TRADESHOW / EVENT PROCESS

Establish Base Exhibit Design Template For All EventsTime Frame: 4th Quarter

Essential Elements:• Present stand design renderings and general graphic template to marketing team

• Collect initial feedback from marketing Team and other key stakeholders

• Request Revisions

• Get approval from Dede

Deliverable(s): • Final general template design and draft renderings for all tradeshows

*Note: Drafts can be modified to suit space requirements, etc, but template design should remain unchanged and consistent for every show.

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Page 11: Event Management Plan

TRADESHOW / EVENT PROCESS

Event Staff AssignmentsTime Frame: 4th Quarter

Essential Elements:• Assign lead event manager(s) for each event for the year

• Assign supporting marketing staff

• Define roles and responsibilities for each

Deliverable(s):

• Event planner with staff assignments

• Draft list of attendees

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Page 12: Event Management Plan

TRADESHOW / EVENT PROCESS

Identify Planning Milestones & Critical Communication ElementsTime Frame: 3-4 months prior to event

Essential Elements:• Identify deadlines for shipping, hotel submissions, tradeshow registration, final graphic design

elements, etc.

• Plan communication of essential information to B/E business units

Deliverable(s): • Event project plan with milestones

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Page 13: Event Management Plan

TRADESHOW / EVENT PROCESS

Populate Project Planning ToolsTime Frame: Ongoing from start of planning process

Essential Elements:• Event lead to complete appropriate planning forms

• Communicate planning progress with Marketing Team via monthly call and project plan updates

Deliverable(s): • Event project plan progress updates

• Event planning form / task list

• Monthly Call

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Page 14: Event Management Plan

TRADESHOW / EVENT PROCESS

Event Planning & ExecutionTime Frame: Ongoing from start of planning process

Essential Elements:• Communicate planning progress with Marketing Team via monthly call and project plan updates

• Utilize event planning checklist

Deliverable(s): • Well executed event

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Page 15: Event Management Plan

TRADESHOW / EVENT PROCESS

Post-Event Debrief & SummaryTime Frame: One week following event

Essential Elements:• Marketing Team members write up debrief of event

• Collect information from attending B/E Business Units

Deliverable(s): • Post-Event Survey (Stakeholders / Business Units)

• Post-Event Debrief (Marketing Team Feedback)

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Page 16: Event Management Plan

SUGGESTED TOOL

Smartsheet• Web-based for collaboration

• Spreadsheet functionality

• File Sharing (attach files/documents to the tasks)

• Gantt Charts

• Calendar – Set iCal Calendar Items from the Sheet

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Page 17: Event Management Plan

NEXT STEPS – PROJECT PLANNING TOOL

Project Planning Tool• Event Process Evaluation – May 2012

• Event Management Plan Development – May 2012

• Event Toolkit Development (Project Planner, Event Profile Tasklist) – June 2012

• Final Review of Tools and Planner – July 2012

• Implementation – August 2012

Team Initiatives• Assign ownership for remaining 2012 shows – May 2012

• Establish date, time, expectations, etc for monthly staff call – May 2012

• Choose dates for Marketing Team Retreat – May 2012

• Update Tradeshow Brief Template – June 2012

• Start 2013 Budget Process – July 2012

• Marketing Team Retreat – September 2012

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