Event Management Strategy
Quite simply the event strategy is a statement of the client’s event objectives, audience profile and expected outcome of the event.
You may have been asked to conceptualise an event or the idea may have been passed to you for further development. In either case it must be clear to you and all involved what type of event is being held. The event can be one of many of the types of activities such as a business conference, media event, product launch, seminar, wedding, party, fundraiser or festival, to name just a few of the possibilities.
Having agreed the key objectives the role of the event management agency is to develop an event strategy that will meet those objectives and provide an evaluation process to measure achievement.
The development of an effective event strategy requires a deep understanding of the client’s organisation and communication needs. The event manager is obliged to understand the audience, how they will want to receive information and what they will respond to.
Fundamentally a detailed understanding of what the client wants their audience to do as a result of attending the event(s) = the Return on Investment.
Event strategy starts by defining the objectives of the event (the investment case), moves on to defining the event format, content, speakers, activities and then the right venue, dates and timings and concludes with an evaluation of success and the next actions to be taken.
Event planning is the process that flows from the event strategy phase and must be undertaken to ensure that the event, which has been decided on, is adequately conceptualised and planned for, and takes you through all the areas and activities that have to be planned, managed and executed to ensure that this is achieved. It is a process that starts with the conceptualisation of the event and continues on through the planning phases where the ideas are formalised into action plans. These plans then have to be executed to ensure the successful staging of the event. This process is integral to effective event management.
The key aspects to planning an event include:
- Setting goals and objectives for the event – outlining the goals and objectives that will give focus as to how the event will be planned and executed. The goals and objectives form the basis of plans that would be developed to carry out the event.
- Conceptualising themes and ideas for the event – developing the ideas and themes that will guide the direction and planning for the event.
- Coordination of details, people and resources to ensure that all that is needed for the event and the personnel to carry out the required tasks are all in place.
- Monitoring of budgets and deadlines to keep event costs under control and make sure that the event plans stay on schedule and within budget.
- On-site event management on the day(s) of the event, appointing a site manager where necessary to manage the event site and to oversee preparations for the event.
- Evaluation and follow up after the event has taken place.