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Event Management Plan

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Start with a plan! This presentation is an effective event management plan I created after conducting a 6 month assessment of one company's event management processes. It includes evaluation, SWOT and a suggested solution of a cloud based project management software.

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Event Management Plan

  1. 1. Event Management Plan Presented By Natia Seegars April 2012
  2. 2. EVALUATION Strengths WeaknessesSWOT Analysis • Qualified, capable and willing team • No standardized process for • We are good at executing events tradeshow management • Experience with prior shows which can be used to improve processes • Inefficient allocation of resources • Too much individual work and methodology going forward (staff & time) • Solid relationship with exhibit • Limited accountability for team • Leverage knowledge base management entity members • Team members responsive to event • Poor visibility into planning management needs processes • Currently building stronger rapport • Not implementing innovative tools with stakeholders and methodologies • Unstructured method for communicating with key stakeholders Opportunities Threats • Implement planning processes and •Limited segregation of duties tools to establish a duplicable causing confusion, duplicated efforts model & errors • Improved efficiencies allow team •Potential lost confidence of key members to take a more value stakeholders from various business added approach to tradeshow segments marketing; more strategically, rather than tactical •Inefficient tradeshow management • Guide progress of critical elements costs time and money of planning process (e.g. data •Failed communication limits collection, product planning, etc) innovation and collaboration 2
  3. 3. EVALUATIONCritical Needs Communication: People • Key stakeholders and team members should be updated & engaged at specific milestones within the planning process Transparency: • Dashboard view of the planning process should be available for Reporting management and team members & Communication Process Evaluation Standardized Process: • A standardized process would make planning more effective and efficient • The process would simplify cross training and make duplication possible Tools 3
  4. 4. REMAINING 2012 EVENTS May 14-16 August 6-9 September 25-27 EBACE UAV AIE Americas Geneva, Switzerland Las Vegas Seattle, WA (BJS) (TPM) (CAS) May 22-24 August 16-18 Oct 29-Nov 1 Leadership Conference LABACE MILCOM Miami, FL Sao Paulo, Brazil Orlando, FL (Executive Mgmt) (CM) (TPM) July 9-15 August 18-21 Oct 30-Nov 1 Farnborough Airshow ACPC NBAA Farnborough, England Las Vegas Orlando, FL (CM, TPM) (CM) (BJS, CM) 4
  5. 5. 2013 EVENTS January 29-31 Date TBD September TBD AFCEA Leadership Conference AIE Americas San Diego Miami, FL Seattle, WA (???) (Executive Mgmt) (CAS) April 9-11 June 17-23 October TBD AIE Hamburg Paris Airshow Engineering Conf Hamburg, Germany Le Bourget, France Anaheim, CA (CAS, BJS, CM, TPM) (CM, TPM) (CAS) April 10 – 13 August 13-16 October TBD Quad-A UAV MILCOM Ft. Worth, TX Washington, DC Location TBD (TPM) (TPM) (TPM) April 16-18 August TBD October 22-24 MRO Americas LABACE NBAA Atlanta, GA Sao Paulo, Brazil Las Vegas (CM, CAS) (CM) (BJS, CM) May 21-23 August TBD November 17-21 EBACE ACPC Dubai Airshow Geneva, Switzerland Location TBD Dubai, UAE (BJS) (CM) (Corporate, CM) 5
  6. 6. TRADESHOW / EVENT PROCESS Annual Budget / Calendar Planning Post-Event Event Debrief & Messaging, Summary Theme & Design Communicate Event Planning & Exhibit Direction Execution with Vendors Populate Project Base Exhibit Planning Tools Design Template Identify Planning Event Staff Milestones Assignment 6
  7. 7. TRADESHOW / EVENT PROCESS Annual Event / Budget Planning Time Frame Early Q3 Essential Elements: • Audit booth properties for damage, additional material requirements, etc. • Evaluate stakeholder needs for shows (product displays, space, interactive displays, meeting space, etc) • Incorporate event debrief notes into budget allocations Deliverable(s): • Preliminary budget established for each show • Overall 2013 event calendar 7
  8. 8. TRADESHOW / EVENT PROCESS Establish Messaging, Theme & Design Expectations For All Events Time Frame: Late Q3 / EarlyQ4 (Marketing Team Retreat) Essential Elements: • Group discussion & collaboration (including vendors and key stakeholders) • Company objectives for following year (based on leadership conf / strategic planning) • Campaign & integrated marketing opportunities communicate brand message across all marketing channels Deliverable(s): • Brand messaging and design direction • Project brief delivered to vendors to start design / communication process 8
  9. 9. TRADESHOW / EVENT PROCESS Communicate Exhibit Design Direction With Appropriate Vendors Time Frame: 3rd Quarter (Concurrent with previous step) Essential Elements: • Discuss stand budget allocation for each show • Share messaging for the year, colors and themes as appropriate • Request initial stand design renderings / messaging concepts for the each show Deliverable(s): • Project briefs for each show • Preliminary tradeshow stand design guidance 9
  10. 10. TRADESHOW / EVENT PROCESS Establish Base Exhibit Design Template For All Events Time Frame: 4th Quarter Essential Elements: • Present stand design renderings and general graphic template to marketing team • Collect initial feedback from marketing Team and other key stakeholders • Request Revisions • Get approval from Dede Deliverable(s): • Final general template design and draft renderings for all tradeshows *Note: Drafts can be modified to suit space requirements, etc, but template design should remain unchanged and consistent for every show. 10
  11. 11. TRADESHOW / EVENT PROCESS Event Staff Assignments Time Frame: 4th Quarter Essential Elements: • Assign lead event manager(s) for each event for the year • Assign supporting marketing staff • Define roles and responsibilities for each Deliverable(s): • Event planner with staff assignments • Draft list of attendees 11
  12. 12. TRADESHOW / EVENT PROCESS Identify Planning Milestones & Critical Communication Elements Time Frame: 3-4 months prior to event Essential Elements: • Identify deadlines for shipping, hotel submissions, tradeshow registration, final graphic design elements, etc. • Plan communication of essential information to B/E business units Deliverable(s): • Event project plan with milestones 12
  13. 13. TRADESHOW / EVENT PROCESS Populate Project Planning Tools Time Frame: Ongoing from start of planning process Essential Elements: • Event lead to complete appropriate planning forms • Communicate planning progress with Marketing Team via monthly call and project plan updates Deliverable(s): • Event project plan progress updates • Event planning form / task list • Monthly Call 13
  14. 14. TRADESHOW / EVENT PROCESS Event Planning & Execution Time Frame: Ongoing from start of planning process Essential Elements: • Communicate planning progress with Marketing Team via monthly call and project plan updates • Utilize event planning checklist Deliverable(s): • Well executed event 14
  15. 15. TRADESHOW / EVENT PROCESS Post-Event Debrief & Summary Time Frame: One week following event Essential Elements: • Marketing Team members write up debrief of event • Collect information from attending B/E Business Units Deliverable(s): • Post-Event Survey (Stakeholders / Business Units) • Post-Event Debrief (Marketing Team Feedback) 15
  16. 16. SUGGESTED TOOL Smartsheet • Web-based for collaboration • Spreadsheet functionality • File Sharing (attach files/documents to the tasks) • Gantt Charts • Calendar – Set iCal Calendar Items from the Sheet 16
  17. 17. NEXT STEPS – PROJECT PLANNING TOOL Project Planning Tool • Event Process Evaluation – May 2012 • Event Management Plan Development – May 2012 • Event Toolkit Development (Project Planner, Event Profile Tasklist) – June 2012 • Final Review of Tools and Planner – July 2012 • Implementation – August 2012 Team Initiatives • Assign ownership for remaining 2012 shows – May 2012 • Establish date, time, expectations, etc for monthly staff call – May 2012 • Choose dates for Marketing Team Retreat – May 2012 • Update Tradeshow Brief Template – June 2012 • Start 2013 Budget Process – July 2012 • Marketing Team Retreat – September 2012 17

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