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FInal Presentation
- 2. Event Philosophy & Mission Statement - An Event Philosophy & Mission Statement - The 5 W’s; Who, What, When, Where, Why - Demographics & Psychographics of Target Attendees
- 4. Operating Calendar - Production Schedule - Event Script
- 5. Risk Assessment - Crowd Control Issues - Safety Risks - Covid-19 - Alcohol Poisoning / - Alcohol Control - Technological Hazards - Natural Hazards - Active Shooter - Food Safety - Electricity Outage
- 6. Publicity : The Five P’s - Product - Promotion - Price - Place - Public Relations
- 7. Virtual Events This in person convention has been transformed into a digital extravaganza - giving me the opportunity to plan an in house 4 day event!
- 8. References Keller Williams Realty: Family Reunion 2020. (2020). Prepare to Thrive. Retrieved December 13, 2020, from https://familyreunion.kw.com/ KW Outfront Magazine. (2020, December 07). KW Outfront Magazine. Retrieved December 13, 2020, from https://outfront.kw.com/ MeetingHand Content Marketing Team. (2018). The Five P's of Event Marketing: MeetingHand Blog. Retrieved December 13, 2020, from https://meetinghand.com/blog/the-five-ps-of-event-marketing Williams, J. (2020). 10 Tips Maximize Your Keller Williams Family Reunion 2020 Experience. Retrieved December 13, 2020, from https://www.redhawkcoaching.com/blog/10-tips-maximize-keller-williams-family-reunion-2020-experience
Editor's Notes
- Our philosophy was formed on the belief and promise that every event is being created specifically for each client, and this event is no different! We pride ourselves on building strong relationships with you (our client), which will ensure that we provide service at the highest possible level. Our mission is to make your event seamless from start to finish no matter the circumstances, tailored to your preferences and needs. No detail is too small, especially now that we need to overcompensate, being that you all are not able to be in Vegas for this event. We are extremely dedicated this this event, and are full prepared to give our full attention, expertise, and support, to ensure this is the best convention to date! The 5 W’s Who: Keller Williams Metropolitan Market Center Keller Williams Metropolitan Market Center is a real estate brokerage located in downtown Baltimore, MD. What: Largest real estate convention called “Family Reunion”, which was supposed to be held in Vegas, however due to Covid-19 it is now completely digital and will be held in each individual Keller Williams office. When: February 14th - 17th 2021 Where: Keller Williams Metropolitan Market Center - Downtown Baltimore Maryland Why: To come together for four days full of education, technology, business planning, masterminding, and so much more. Demographics & Psychographics of Target Attendees: Besides the agents that are currently with KWM Market Center, and plan on attending the convention, the target market that would be seeked for this event would be non Keller Williams real estate agents with $4 million or more in production with at least 2-4 years of experience. Real estate agents who are hungry for growth, and are serious about opportunities that they are given. Their age and gender would not be a significant factor. This convention is an incredible experience to dive into all things Keller Williams, which is known for its forward focused technology and training. Being immersed into these few days of knowledge, camaraderie with agents from all over the world, strategies/tactics, and proven models and systems to help your business grow - is an opportunity like no other for this industry.
- The full budget will be over the span of three days, with the first night (Sunday the 14th) being a virtual kick-off. This break down comes from an event that we just hosted digitally, with other items added as needed for this much larger event.
- The event will begin on Monday, however there is always an “opening night” before the first day, so we will be hosting a virtual casino happy hour! This production schedule (and the event script) were based off of an event we just recently hosted, which was our first digital experience that we hosted in office. We will be editing the schedule up until a week prior, and will host a meeting on the Monday before (February 8th) to ensure all team members are on the same page. For the event script, each vendor sponsor will have the chance to speak throughout the day, the first one will start before the first session, and there will be 2-3 sponsors per day. Team Leader Amy will wrap up each day after the main breakout sessions, and go over AHAs to keep the audience engaged and ready for the next day.
- From Crowd Control Issues to Covid-19 plans, we have done our best to truly work with the “plan for the worst hope for the best” mindset, especially now during a global pandemic. Ensuring that we have a full assessment in place, along with worse case scenarios, we will do everything in our power to have the safest event possible. The screenshot is simply that, to give an example of the depth I have gone into, to ensure that all risks that I could possibly think of / research, are covered.
- Product: Keller Williams Family Reunion 2021, now fully digital, is the real estate industry’s most powerful training event (Keller Williams Realty, 2020). FR 2021 is all about showing agents where the industry is heading and how to win their unfair share along the way. From the Vision Speech to the speakers standing at the cutting edge of the business world, this convention is dedicated to one thing: preparing real estate agents to win the real estate market of today AND tomorrow (Keller Williams Realty, 2020). Four incredibly powerful days full of training, masterminding, and growing with the best of the best in the business. Promotion: Family Reunion begins being marketed as soon as the previous year’s convention ends. The anticipation is built year round to ensure the attendance increases from the year prior. The marketing increases as the convention gets near, with promotional “early bird” prices, and tickets can be bought up until the second day of the convention. High quality videos are also created to build excitement, along with a countdown on the main website. Keller Williams International will start to post engaging stories on social media platforms to also build engagement and awareness starting about a month prior to the convention. Offices are then in charge of marketing even more to their agents. Price: The prices for the digital event have just been released and are now $90. To put this into perspective, the cost for the in person convention is $750 for general admission, with the option to choose VIP seating for the main events which is an additional $249. Early bird specials are usually $700, raising to the full price a week prior to the event. This only includes entry to the convention, and does not cover flight, hotel costs, transportation, or food (besides the complimentary lunches offered). Mastery coaching clients have access to one free ticket as part of their coaching contract. Place: For expense and availability reasons the digital event is being hosted right in our office. There is enough room to conduct the convention safely, allowing our agents to still have an experience even though we are not able to go to Las Vegas. Our office is very modern, and not corporate, which provides a wonderful environment for a fun and engaging convention. In this case, the location is exciting because Family Reunion is a highly anticipated event, however many agents are not able to attend due to the high cost of it all. Now, we are able to bring them an experience, enjoy it all together, they don’t have to travel, and we still get the incredible value provided by Keller Williams International. Public Relations: Luckily, this convention gets an extreme amount of media coverage due to the fact that it has become the largest real estate training convention. It is acknowledged and recommended by professionals not even with the company. I just recently found an article by a real estate coach who was once with Keller Williams, but is no longer. The article revolved around tips for attending the convention, and why it is a can't miss event (Williams, 2020). Keller Williams also has a magazine called KW Outfront Magazine, which also highlights (among many other things) Family Reunion stats, what to expect, and teasers to get KW associates excited for the upcoming event. Newsletters are also sent out to the market center leadership with easy to use marketing materials, and confidential information that can be used to their advantage.
- The largest real estate convention has just gone digital, giving me the opportunity to plan an in house four day event. The platform being used for this digital extravaganza was used for the first digital event that was put on in September, and it was amazing. We could not have asked for a better first time digital experience, and are even more excited for what is to come during Family Reunion in February. The digital event also gives agents who wouldn’t normally be able to attend, the chance to do just that! Spending the day with top producers, and immersing completely into Keller Williams.