Cornell University School of Hotel Administration Lecture: Strategic Events Planning

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  • Key Features:Food and Beverage / Audio Visual / Venue Capacity
  • Exercise 1: Search for a unique venue that can accommodate up to 1,000 people in New York City for a sit down dinner and dancing, what did you find?
  • Exercise 1: For HEC, what’s the best way to market to recent graduates, older alums, your parents, Non-SHA Corporate ExecutivesThree Months to MarketTicket is $450
  • Cornell University School of Hotel Administration Lecture: Strategic Events Planning

    1. 1. Cornell University School of Hotel AdministrationHADM 2275 LectureMarch 14, 2011Leveraging Emerging Technologies to Make You More Marketable and Your Events More Manageable<br />Presented by Liz Ngonzi <br />Founder / CEO, Amazing Taste, LLC<br />
    2. 2. Lecture Overview<br />Lecture Learning Objectives 2 Minutes<br />About Elizabeth Ngonzi 2 Minutes<br />About Amazing Taste 2 Minutes<br />Case Example: HEC8610 Minutes<br />Event Management Process 10 Minutes<br />Strategic Events Management Tools 35Minutes<br />Marketing Case Study: HEC8615 Minutes<br />Learning Objectives Review 2 Minutes<br />More Information 2 Minutes<br />
    3. 3. Lecture Learning Objectives<br />By the end of today’s lecture, you should be able to:<br /><ul><li>Describe event management processs.
    4. 4. Reference at least two emerging technologies increasing efficiency of event management.
    5. 5. Explain pros and cons of marketing an event through printed materials, online and through mobile devices.</li></li></ul><li>About Liz Ngonzi<br />@LizNgonzi Twitter Profile: Blogger, Speaker, Conceptualizer, Connector, Educator, Entrepreneur, Fundraiser, Hospitality Management Expert, Marketer & Public/Private Partnership Strategist.<br />Cornell Alumna Activities: Board Member, Pillsbury Institute for Hospitality Entrepreneurship; Member, President’s Council of Cornell Women; Applicant Interviewer; Frequent Guest Lecturer; Employer.<br />Corporate Experience: Business consulting, marketing and sales with Andersen Business Consulting, MICROS Systems, Inc. and Digital Equipment Corporation.<br />Education: MMH degree from Cornell University School of Hotel Administration; B.S. in Information Systems from Syracuse University School of Information Studies.<br />
    6. 6. About Amazing Taste, LLC<br />About Amazing Taste<br />Values-led consulting firm that connects public sector organizations with private sector entities to achieve their strategic objectives through marketing campaigns, events and educational activity. <br />Works with domestic and international:<br />Educational institutions<br />Gender rights organizations<br />Healthcare foundations<br />Political campaigns<br />Youth development organizations<br />
    7. 7. Event Management Process<br /><ul><li>What type of event will help us achieve our goals?
    8. 8. How many people and who are they?
    9. 9. What will they do during the event?
    10. 10. How much space do we need?
    11. 11. What are our F&B requirements?
    12. 12. When should we hold the event?
    13. 13. Who’s paying?
    14. 14. What’s our budget?
    15. 15. Where do we want to host the event?
    16. 16. What types of services would help make this event a success?
    17. 17. Who do we want to attract to the event?
    18. 18. What’s the best way of doing so?
    19. 19. How much time to do we have to communicate to them?
    20. 20. Who’s coming to the event and do they make any special requests?
    21. 21. How are we going to raise additional funds during the event?
    22. 22. Who attended the event?
    23. 23. Were there any memorable moments?
    24. 24. How did we do?
    25. 25. What did guests enjoy about the event?
    26. 26. What should we change for next time?</li></li></ul><li>Case Example: HEC 86<br /><ul><li>What type of event is it and what are its goals?
    27. 27. How many guests are anticipated and who are they?
    28. 28. What will they do during the event?
    29. 29. What type and how much space is needed?
    30. 30. What are the F&B requirements?
    31. 31. When is it being held and why?
    32. 32. Who’s paying?
    33. 33. What’s the budget to produce the weekend?
    34. 34. What types of services would help make the event a success?
    35. 35. What’s the best way for us to market HEC to our target guest?
    36. 36. How much time to do we have to communicate to them?
    37. 37. Do any of our target guests have special needs?
    38. 38. How are we going to raise additional funds during the event?
    39. 39. Who attended the event?
    40. 40. Were there any memorable moments?
    41. 41. How did the weekend run?
    42. 42. What did guests enjoy about the event?
    43. 43. What should we change for next year?</li></li></ul><li>Current Strategic Event Management Tools<br />Super Planner App<br />VenuesOnline.com / Book It Now by Pogby<br />Event Brite, Twitter, Constant Contact, Facebook<br />BidPal, Text-to-Pledge, Twitpic<br />Zoomerang, SurveyMonkey<br />CVENT<br />
    44. 44. Plan<br />Organize<br />Market<br />Produce<br />Evaluate<br />Provides event planners with complete solution to increase event attendance and decrease event costs. <br />Its software automates full event planning and management processes, to enable planners to focus on strategic decisions rather than repetitive, time consuming tasks.<br />
    45. 45. Plan<br />Organize<br />Market<br />Produce<br />Evaluate<br />Super Planner App for iPhone, iPad, and iPod Touch<br />Helps to Answer:<br /><ul><li>How much space do we need?
    46. 46. What are our F&B requirements?
    47. 47. What are our A/V needs?</li></ul>Demo: http://vimeo.com/13895051<br />
    48. 48. Plan<br />Organize<br />Market<br />Produce<br />Evaluate<br />Helps to Answer:<br /><ul><li>When should we hold the event?
    49. 49. Who’s paying?
    50. 50. What’s our budget?
    51. 51. Where do we want to host the event?
    52. 52. What types of services would help make this event a success?</li></li></ul><li>Plan<br />Organize<br />Market<br />Produce<br />Evaluate<br />
    53. 53. Plan<br />Market<br />Organize<br />Produce<br />Evaluate<br />
    54. 54. Plan<br />Market<br />Organize<br />Produce<br />Evaluate<br />Online Surveys Enable Planners to Quickly and Easily Determine:<br /><ul><li>How Guests Evaluated the Overall Event Experience
    55. 55. Which Aspects Guests Enjoyed Most About the Event
    56. 56. What Guests Believe Should be Changed in Future
    57. 57. If Guests Will Attend Event in Future and Tell Their Friends To Do So as Well</li></ul>Zoomerang Tutorial<br />
    58. 58. HEC86 Marketing Case Study<br />
    59. 59. Lecture Learning Objectives Review<br />As a result of today’s lecture, you should now be able to:<br /><ul><li>Describe event management processs.
    60. 60. Reference at least two emerging technologies increasing efficiency of event management.
    61. 61. Explain pros and cons of marketing an event through printed materials, online and through mobile devices.</li></li></ul><li>Thank You For Your Time and Energy<br />For More Information:<br />Ngonzi@Amazing-Taste.com<br />Amazing-Taste.com<br />Twitter: @Lizngonzi<br />Skype: Ngonzien1<br />Office: 973.327.4225 | Cell: 732.208.3304<br />

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