EVENTS AND PR

WHAT IS AN EVENT? An event is designed to bring a target audience together for a specific purpose.

TYPES OF EVENTS Corporate Meetings Conventions Incentive Events Tradeshows/Expositions Concerts Fundraising events Government/Political Events Social Events

SEQUENTIAL PLANNING Preplanning PlanningExecution Follow Up

PREPLANNING Gain an understanding of what you are getting into. Understand your client Brand Corporate Culture Major Players Understand the potential attendees Demographic Psychographic Major players Understand the specific purpose of the event Ask lots of questions- RESEARCH!

PLANNING After you know what you’re getting into, get into it. Select a location- where will your event be held? Create a budget- how will you spend your money? Set up and take registration. Select event content- who will speak/perform/etc.? Market your event to the target audience. Select food and beverage. Design the experience. Details, details, details. No detail is too small… continue asking lots of questions.

EXECUTION Put your plans into action. Ensure the planning you have done continues to run smoothly. Work with all vendors, speakers and location contact onsite. Monitor for safety and ensure all rules and regulations are followed. Manage onsite staff. Create an outstanding experience for attendees. Troubleshoot and problem solve- occurs more frequently than you might think. Expect the best, prepare for the worst.

FOLLOW UP Assess the result. End where you started- RESEARCH! Assess the objectives- were the objectives set for the event met? Assess the feelings of the client- often tied to the assessment of objectives. Assess the feelings of the attendees- Would they come to your event again if it was held? Would they recommend it to a friend? What areas could be improved to provide a better experience? Assess your planning experience- what would you do differently for this or a similar event to improve it?

SEQUENTIAL PLANNING Preplanning PlanningExecution Follow Up

EVENT ELEMENTS Anticipation Arrival Atmosphere Appetite Activity Amenities Ask

ANTICIPATION We want something to look forward to How do you invite?: Advertising Direct mail Social media Other communication and marketing outreach efforts

ARRIVAL Travel and Transportation Meeting and Greeting Navigation Saying Goodbye

ATMOSPHERE Physical environment- site selection Decorations and props Seating style Soundscaping Waste control

APPETITE F&B Type of food service Food and beverage selection Serve with style Your food selections must match the overall event culture

ACTIVITY There must be something to do! “The task for the professional event coordinator is to incorporate and choreograph the appropriate activities so they increase the value of the event experience.” –Julia Rutherford Silvers Collectable experiences- something to make it worth their time and money Participatory versus spectator Diversion and recreation

AMENITIES Beside their memories, what will your guests walk away with to help them remember their experience?

ASK Research- done prior to and following event How will you research? Surveys? Phone calls? Focus groups?

ACTIVITY BREAK!

ACTIVITY PROMPT: What: Georgetown College introduces a new Major program [you select the program] When: announced May 2015 You Should: Define who will be invited. Define where the event will take place. Define each of the seven event elements we discussed.

WRITING PROMPT #4 Due next Tuesday Talk to someone in a hiring position, and ask them for three words of advice for the application and interview process.