BizBash Luncheon June 9, 2010 Dennis Cornell Associate Senior Vice President, USC University Relations and USC Chief of Protocol

Events as Theatre Remember “Hello Dolly” Mission-driven, Story-driven High-touch Communication

What is an event? An event is the most dynamic “theatrical” opportunity for high-touch communication between your client and their guests  Face to face  Voice to voice  Scripted  Controlled environment  Opportunity to change expectations, assumptions  Opportunity to reinforce and build belief systems

Purpose of an event To create the atmosphere and ambience conducive to receiving the strongest possible message or story ~ This message should produce an EMOTIONAL, VISCERAL and INTELLECTUAL response or change in the guest ~Emotional Transformation~

Know Your Message First What are you trying to say or accomplish?  Primary or public purpose To honor, to celebrate, to commemorate, etc.  Secondary or strategic purpose Create expectation in potential donor, attract next client, create goodwill, build the emotional pipeline

The Audience Identify and target the client, audience or constituent groups ~ Eliminate all others Brings clear focus to the message  Creates “appropriate” exclusivity  Saves resources  Invitations are not marketing pieces

Entice Them! Competition is rough Brand your institution and use it consistently and often “Save the date” cards are wasted opportunities Invitations ~ you are competing with all organizations and corporations Never, ever use labels Calligraphy, good handwriting, laser printing

The Program Audiences as a group and individuals respond EMOTIONALLY first, then VISCERALLY and finally, INTELLECTUALLY Personalize the story  Use anecdotal tales to convey the larger picture  Save the “hard sell” for the “face to face”  Convey emotional content about specific people, especially if they can be in the room  Add human interest content in an all programming

Aristotle’s Elements of A Good Play ClimaxFalling ActionDenouementExpositionRising Action

Program Content ~ An Event The Emotional Transformation Quickly Create Parallels Take It Home! Welcome and Introductions Building the Emotional Arc

The Speeches Do NOT duplicate content  Know each speaker’s role and “choreograph” their remarks Not all content has the same value or story 5 minutes is a LONNNNNG TIME! Save your ED, Board Chair or Spokesperson for the climactic moment

Direct the Program Guests need and want it! Take them on a journey ~ weave a tale! Begin and End your event with aural and visual elements including lighting and musical changes Develop “Acts” to guide your audience through the event Be Brutal when necessary ~ cut when you must Always think from the audience’s point of view Exceed their expectations! Enjoy!

Summary, Ha! The Beginning! The Devil and Genius are in the Details Message, Message, Message! Think Strategically! Change the audience’s expectations! Create Emotional Transformations Be Brilliant on the Basics!