Generic events planning

Media Resource NI

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This guide is available in pdf format at the end of this page.


Sponsorship

Written agreement with the sponsor is vital – so they know what to expect and what you will deliver. It doesn’t have to be a signed agreement – a letter setting out the details will do – but it should be as good as a contract. The exact nature of the agreement will vary between sponsors, but it should cover the following areas:

• PR angle
• target audience and rough numbers
• sponsor recognition – agree a formula of words (eg presented by NICVA in association with … [name of sponsor])
• PR andmarketing – don’t promise coverage in press but do state the number of press releases and when and to whom they will be sent
• budget (amount of sponsorship)
• content
• speakers
• in-kind help from the sponsor – design, PR, marketing, mailings, venue, catering etc.

Content and format

Decide who you would like to attend and what you want them to come away with. Then build the content and format around this.

Three months before the event, consult with your advisory committee, colleagues and other relevant individuals. Ask for suggested speakers, content and format. Aim for a balance of views and backgrounds.

Brief the chair – arrange to meet a week or two before the event to run through everything.

Allow plenty of time for Q&A and debate – this helps to relate it back to practical issues that are relevant to the sector. Also ‘plant’ some questions to get the debate going.

Information for delegates pack.

Speakers

Try to get the following issues/topics covered:

• general introduction – positive and negative
• specific case studies (commercial, charity, public, media)
• charity/voluntary sector
• media
• debate.

Brief the speakers to take a position on the topic – for or against.

If possible, see your speakers in action. Also check out speeches or presentations in advance for content/relevance.

Contingency – have some backup plans should a speaker drop out.

Timing

Avoid clashing with other major events by checking the Community Diary atwww.nicva.org . Also make sure you don’t clash with important sporting or political events, that is basically anything that might have a detrimental impact on attendance/media coverage.

It is difficult for many people to get a whole day out of the office – half days are better, or evenings, or lunches. You’ll be surprised how much you can fit into a couple of hours!

Information should be sent out as early as possible – ideally four tosix weeks before an event.

Branding and signage

Room branding – consider banners, slides, backdrop, PowerPoint master slide.

Registration desk – display a nice big sign for your organisation.

Other signage – tea and coffee, toilets, breakout rooms.

Venue

Size and layout should be appropriate for the numbers and the type of event.

Cost – try to get a reduced ‘charity’ rate where possible, or a free, donated venue.

Hidden extras – watch out for technicians fees, audio/visual hire charges, cloakroom, staffing.

Sit down buffet if possible.

Check out food beforehand if possible – food is important to the overall impression of the event.

Consider issues of the venue’s accessibility, exclusivity and reputation.

People flow – how do people get from the front entrance to the registration desk to tea andcoffee and back to room?

See venue in action if possible.

Facilities – what do they have on-site in terms of audio/visual, disability access, induction loops, points, ISDN etc.

Get in two hours before delegates arrive if you can to set up and run through.

Block off or reserve some seats for speakers, staff and inevitable latecomers.

Audience/marketing

Target the marketing carefully by building up a bank of websites (especially www.nicva.org ) and other ways to publicise the event (eg email networks, newsletter listings, notice boards).

Listings in voluntary sector media are helpful – contact Elaine Campbell , Listings Editor, SCOPE magazine.

As agreed with sponsor. Pre-event andpost-event are equally important.

Pick an angle to hang your story on but remember, worthy is not newsworthy!

Target media – national dailies/regional weeklies,trade/specialist, voluntary sector including www.communitychannel.org/

Use your speakers’ media contacts to get publicity.

Be realistic about the coverage you can hope to achieve and never promise your boss you’ll definitely get coverage. You just don’t know what big news stories you might be up against on the day.

Photographer – bring a decent digital camera if you can get hold of one. Download at 300 dots per inch resolution and email them as a tif attachment. Otherwise book a photographer and budget for him/her.

Delegates pack/research

Delegates pack should mirror the event eg introduction, pros andcons, case studies, future developments:

• background introduction
• format
• speaker biogs
• evaluation forms
• delegate list
• further reading, websites and links.

Administration/Audio-Visual:

Staff/volunteer support – who will you need there, what job do you want them to do?

Ensure everyone is fully briefed ahead of the event and again on the day before it starts. Allocation of responsibility to different staff/volunteers for each task on the day is important.

Contact person at the venue – who will be you be dealing with on the day and also in the run-up (best if the same person). Go through the outline of the day with the venue people.

Check presentations (from technical rather than content perspective) – is software/format compatible with the equipment? Has there been a loss of any essential component in the transfer from one version to another?

No queues – make sure there are enough people on theregistration desk (and have two or three master lists there) and on tea/coffee to avoid lengthy waits.

Give your speakers a mobile number they can phone if they are running late, and try toget a mobile number for them so you can phone if they haven’t shown up.

Evaluation andfollow up

Brief the chair to mention returning evaluation forms (and name badges!) at the closeof the eventand organise people to collect them.

Thank speakers immediately – and send a photo or any positive comments about them from the delegates.

One-page report – what went right andwrong, and recommendations for next time.

Repeat attendance is a good indicator of how well an event has gone.

Qualitative feedback can also come from your advisory committee and staff.

Budgeting

Events should be income-generating. Ticket sales should cover event costs (excluding salaries) plus 20%. Sponsorship should cover salaries/time spent on the event.

Costs to remember:

• hire and equipment
• catering
• marketing materials design, printing and postage
• delegate pack – paper, copying and folders
• photographer
• audio visualhire
• technicians
• cloakroom
• staffing
• banners/room branding design and production (includinglectern panel)
• PR
• printing invitation and/or admittance cards (for receptions).

But remember, the most expensive commodity is your time!

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