Events
What is this section about?
This section of Trainer University covers how to organize an event and the essential tasks that need to be completed in the process.
What is this section important?
Organizing a seamless, successful event is a crucial way for Trainer Communications to further its position as a leading public relations and integrated marketing communications agency.
Events can support a number of agency objectives and business goals, and typically fall into one or more of the following six event categories:
Once the event category has been determined, develop a planning overview of the event that answers who, what, when, where and how.
Who:
What:
When:
What time of day will work best for the event?
o i.e. a recruiting event for experienced public relations professionals might have a larger turnout if held in the evening, as the target audience is likely working during business hours.
Where:
o Should the venue be BART accessible in order to accommodate the target audience?
o Will the target audience require parking?
o Is the target audience contemporary or traditional?
o If the guest count is reduced, does the venue have an alternate space(s) that can accommodate the smaller amount of attendees while maintaining the integrity of the event?
How:
o Will an existing database be used?
o Will electronic or tangible invitations be sent to invitees?
o Who will design the invitations and, potentially, the save-the-dates?
Once all of these questions are answered and logistics have been determined, develop an itinerary of every activity that will happen on the day of the event and stick to it!
This section of Trainer University covers how to organize an event and the essential tasks that need to be completed in the process.
What is this section important?
Organizing a seamless, successful event is a crucial way for Trainer Communications to further its position as a leading public relations and integrated marketing communications agency.
Events can support a number of agency objectives and business goals, and typically fall into one or more of the following six event categories:
- Client
- Prospecting
- Networking
- Recruiting
- Client Appreciation
- In-house
Once the event category has been determined, develop a planning overview of the event that answers who, what, when, where and how.
Who:
- For whom is your event targeted?
- For client events, who is their target audience?
- For Trainer Communications’ events, who is the target audience?
- Who will handle the event logistics? e.g. creating name tags for all attendees, creating a master itinerary for the schedule of events, assigning tasks to team members before and during the event
What:
- What is the purpose of the event?
- What goals should be accomplished by hosting this event?
- What does the target audience prefer? e.g. what types of food and beverages do they like?
- What is the budget? This is the single most important detail that should be established prior to confirming any event details.
- What is the theme of the event?
When:
- What time of year will likely make the target audience more accessible and available to attend the event?
What time of day will work best for the event?
o i.e. a recruiting event for experienced public relations professionals might have a larger turnout if held in the evening, as the target audience is likely working during business hours.
- What are the preferred dates to host the event? Identify at least three potential dates.
- What are alternative dates to host the event should none of the preferred dates be available. Identify at least three potential dates.
Where:
- Identify ideal venues based on the target audience.
o Should the venue be BART accessible in order to accommodate the target audience?
o Will the target audience require parking?
o Is the target audience contemporary or traditional?
- Select at least six potential venues: two on the lower end of the event budget, two in the mid-range of the event budget and two on the high end of the event budget
- How flexible is the event space at each venue?
o If the guest count is reduced, does the venue have an alternate space(s) that can accommodate the smaller amount of attendees while maintaining the integrity of the event?
How:
- How will the target audience be reached?
o Will an existing database be used?
- How will the target audience be invited to the event?
o Will electronic or tangible invitations be sent to invitees?
o Who will design the invitations and, potentially, the save-the-dates?
- How often will invitees be contacted about the event? Prior to the advertisement of the event, create a schedule outlining specific dates that all correspondence will be sent to invitees.
- How will you ensure that the goals of the event are met?
- How will the event theme be carried out? Identify the key components needed to properly convey the theme. Utilize the venue’s ability to assist in accomplishing this task.
- How will the event be organized within the confines of the budget?
- How will invited guests register to attend the event? Online registration options can make the process simple for the event host, as well as the target audience.
- How will invited guests pay to attend the event, if applicable? Online registration systems (such as RegOnline) allow credit card and check payments.
Once all of these questions are answered and logistics have been determined, develop an itinerary of every activity that will happen on the day of the event and stick to it!