Event Planning 101: The basics
Emily MacIsaac // December 14, 2012
Have you ever been tasked with organizing a gathering and had no idea where to start? Or perhaps you jumped at the opportunity, but experienced a few bumps along the way. At the very least you may have volunteered at an event and felt frustrated by the organization (or rather, the lack thereof). Not to worry, most of us have been there at some point. If you haven’t, be sure that in public relations you’re sure to get there.
The secret to a smooth and successful gathering is thorough planning. This may seem like common sense, but in the mad frenzy that ensues, some important steps can be missed and get lost in the shuffle.
These four key steps are a good place to start when planning an event. Follow these and you should be able to get through unscathed:
1) Determine the goal(s) of the event. What is the purpose of the event? What do you want to achieve? The more specific you can be the better.
2) Create a plan. Draft an outline – write it down- that describes the basic steps from start to finish. This should include a timeline with specific milestones along the way as well as a budget. This plan will continue to develop as you move forward through the organizing process.
3) Implement the plan. Follow the plan but be open to adapting it as everything evolves.
4) Evaluate. Meet with staff and volunteers to review the event. Make a new list of things that worked and didn’t work so changes can be made for any future events.
Nance Chesworth, Associate Professor of Tourism and Hospitality Management at MSVU, spoke with me about questions and topics that come up frequently in her Event and Meeting Management class.
“In my experience, the key to a successful event of any size is communication between the planners, client or organization, event location personnel and vendors. For large events, frequent meetings are a necessity. Planning meetings help ensure everyone is up-to-date, knows who is doing what, and what is expected of all those involved.”
It’s also important to understand your target audience – the people or organizations you want attending the event. According to Nancy Chesworth, “Thorough knowledge of the demographics and expectations of the clients and attendees is often overlooked.”
If the event is a fundraiser be sure to keep in mind that you will need to clearly articulate why your audience should donate to or sponsor your event. People want to know where their money is going, and organizations will want to identify with the main vision of the event or at the very least require incentive to draw them in.
Consider getting sponsorship from a radio station, news paper or other communication medium as it can help reduce the costs of advertising for the event, however make sure it will reach the appropriate audience. For example, if your audience is women ranging in age from 35-55 you may want to target Halifax’s Radio Lite 92.9 since this is their demographic.
If your event is on a strict budget you can consider other cheap advertising methods including posters, community announcements, press releases, and social media! Keep in mind the target audience to ensure you’re choosing the most effective communication vehicles.
Before event day try to do a run-through. This will help staff and volunteers (if you have the chance to include them) better understand their role. It also helps to create an event schedule and logistics list.
Lastly, create an emergency kit full of everything ranging from a first aid kit, to stationary, to duct tape, extension cords, extra table cloths, etc. just in case something goes wrong. It doesn’t hurt to be a little over-prepared.
Thank-you notes to all sponsors, volunteers, staff, and participants is a nice added touch after everyone’s hard work and time. Everyone involved appreciates an update on how successful the event was (especially if it was for charity) so, if possible, share any statistics you may have.
No matter how much you plan, the unexpected almost always occurs. Nance Chesworth recommends “Good planning, checklists, timelines, a keen eye for detail combined with the ability to react appropriately and flexibly all help to be able to turn a potential disaster into a win – or at least a neutral, unnoticed impact.”
When planning your next event, remember to create a plan, communicate with your team, and collaborate before and during the event. And good luck.
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Emily MacIsaac is an editor for Symmetry. Currently she is exploring both the scenic parks of Ottawa and the job market. With a love of running and traveling who knows where she’ll end up be next! (But she’ll have to wait until May 2013).
