This document discusses event management and planning. It provides details on various types of events, the roles and responsibilities of an event manager, and the typical event planning and management process. This includes developing the event concept, creating budgets, selecting venues, developing schedules and checklists, managing risk, marketing the event, and evaluating events after completion. Various appendices are also referenced that provide sample documents to support the event planning process.
13. The Role of Event
Manager
Client Service
Marketing and Communication
Devising the Event Concept
Audio-visual production
Scriptwriting
Logistics
Budgeting
Negotiation
Booking Venue
Identifying the target audience
37. Guidelines for Selection
3.Availability
4.Size of the event
5.Layout and suitability
6.Stage, field of play or performance area
7.Transport and parking
8.Proximity to accommodation
9.Services available e.g. F&B
10.Technical support e.g. PA system, projector
11.Cost
38. See Appendix 2 _ Site Inspection Checklist
Conduct a Site Inspection
Develop a checklist for Site Inspection:
5.Compatibility with event theme
6.Seating arrangement
7.Sight obstruction e.g. pillars
8.Storage areas
9.Entrances & exits including freight access
10.Stage area
11.Equipment available on site
12.Safety and security
13.Access time
14.Power
39. See Appendix 3 _ Layout Diagram
Layout Diagram
Prepare a Layout diagram on:
5.Stage
6.Seating and table arrangement
7.Registration area
8.Equipment positions e.g. lighting, projectors
9.Decoration layout
10.F & B station
11.Signs
12.Entry and exit including staff position
40.
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54. See Appendix 4 _ Sample of Gantt Chart
See Appendix 5 _ Sample of Production Schedule
What is to happen
When will it happen
Where will it happen
Who is responsible
Gantt Charts/ Production Schedule
55. Event review meetings
- to check progress against the schedule
Status reports
â to check progress against schedule
Check lists
Direct observation
57. See Appendix 6 _ Sample of Supplier Checklist
Supplier Checklist
2.List of suppliers
3.List of requirements from every supplier
4.List of their roles and date to set up
5.i.e audio and visual â projector, notebook, PA
system, microphone, cable
6.i.e photography â how many photographer you
need, location of the photographer
58. Why should companies sponsor?
â˘Gain access to target markets for promotional messages
â˘Generate consumer awareness â used to introduce or build a brand
â˘Positioning/repositioning of the existing service/ product
â˘Exclusivity â to lock out their competitors
â˘Demonstrate product attributes
59. Before seeking sponsorship, we
should decide whether:
3.Your stakeholders (members, participants) are likely to approve
of commercial sponsorship
4.Your event has rights/ benefits of value to a potential sponsor,
e.g. access to target markets
5.You have the human resources to sell and service sponsors, e.g.
a good sales person
6.There are businesses/ organizations that you would be advised
not to seek sponsorship from
60. Sponsorship Proposal
3.Overview of the event including mission/ goals, history,
location, current and past sponsors, program duration, staff,
past or anticipated level and predicted attendee profile
4.Sponsorship package on offer and its cost. This might
range from naming rights or sole sponsorship to designated
sponsorship categories
5.Strategic fit between the event and the needs of the
organization
6.Duration of agreement, e.g. agreement for one year,
optional for 3 years renewal
7.Contact details
61. Identifying Sponsors
6.Who has sponsored the event recently?
8.Research the sponsors of similar competitor events â who is in the
market?
10.Examine what particular companies or products have a fit with your
event
62. Selling Sponsorships
3.Identify the decision maker in the company that you are
approaching
4.Try to obtain a personal interview to discuss the
sponsorship
5.Sell opportunities (access to target market, capacity to
meet with specific VIPâs)
6.Provide a benefit package (competitively priced) that will
meet some of their marketing needs
7.Be creative in the form that your sponsorship proposal
takes
8.Interact with potential sponsors in a professional way
63. Managing the relationship
6.Make sure that you keep in regular contact with your
sponsor â manage the relationship
8.Discuss and agree with your sponsor on clear objectives
and agreement
10.Reports achievements as part of negotiating for renewal of
the sponsorship
71. 1. Promotion
⢠Direct/ electronic marketing e.g. direct mail, electronic
newsletters, web advertising, mobile phone â sms
blast
⢠Advertising e.g. media releases, media kits, live
media crosses (media sponsor)
⢠Sales Promotion e.g. cross promotions with sponsors
⢠Others e.g. partnerships with media/ other events
72. ď˘ Place (Distribution)
⢠Direct e.g. through phone, internet
⢠Indirect e.g. distribution through associations,
banks, telecommunications service centres,
flyer distributors etc
73. â˘Create or increase awareness of the event
â˘Create or enhance a positive image of the event
â˘Position the event relative to its competitors
â˘Inform target market(s) of the event
â˘Generate demand for the event
â˘Remind target markets of the event details