Innovative and Lean model for event planning described using a novel event planning canvas

1. All about Events
Event Management Guideline
Harindu Korala
LCVP Business Development -14/15
AIESEC Colombo South- SL

2. Event Management
“creation and development of large scale events such as
festivals, conferences, ceremonies, formal parties, concerts,
or conventions” - wikipedia
● Studying the brand,
● Identifying the target audience,
● Devising the event concept,
● Planning the logistics and coordinating the technical aspects etc

3. Why Organizations need events ?
● To Gain visibility by marketing themselves
● Build Business Relationships
● Celebrate achievement
● Raise Money
● More Importantly as a Strategic marketing and Communication Tool

4. Event Planning
Successful events are usually based on a
strong concept and purpose !

5. Event Planning Canvas
1.Concept 4.Agenda 2.UVP 9.Promotions 3.Audience
5.Logistics 8.Partners
6.Cost 7.Revenue
Product/ Event Market

6. Vision
A short statement that describes, in broad terms, the event’s long
term aim.
e.x : Redefining what
a hackathon is (HackaniX 2015)
Event Concept

7. Mission
The mission statement sits underneath this and gives more detail about how the
vision will be delivered
e.x : “Redefining the idea of a hackathon,making it a fun filled, vibrant and
enjoyable event, provide solutions for prevailing relevant issues in the country
through competing teams and taking programming to a wider audience by
getting school students and university students in to the teams ”

8. Why we need to define vision and mission
You will be able to more clearly
communicate to others what you hope
to achieve, thus providing focus and
direction for everyone involved.

9. UVP
What is your selling point
Uniqueness of your event
What is UVP ?

10. Why UVP ?
Communicate the benefit to others.
Others = Audience , Partners , Speakers , Guests
Have a strong UVP the you can brand it
ex: HackaniX - the ultimate code party
FIT Sixes - Its Bigger and Better

11. Audience
Identifying target market
WHO
● previous attendees
● new attendees
● special interest and community groups
● school students , future sponsors , the media, stakeholders etc

12. WHERE
For each entry in the WHO category you should identify WHERE
they are likely to be drawn from
e.x :
School students - geographic scope (colombo , kandy etc )
How to reach the target market (Will be discussed under promotions)

13. Agenda
A strong event programme is essential for success
If the program is insubstantial or of poor quality it will not
live up to the expectations of the audience/participants

14. Key Aspects
● Main Event Focus
● Secondary Focus - Entertainment activity or other another type of activity
that appeals to the core audience
● Filler Activities
● Always plan these secondary and filler activities in a way which they can be a
value addition to the main event.
● If the event is a conference type then WoW moment for each session
● Timing and scheduling (Right item in the right time)
DO NOT BORE your Audience

15. Logistics
Logistics are the details that make the event happen!
Members of the organising committee should be responsible for coordinating
each of the logistical tasks.

16. Logistic Checklist
● Venue
● Inviting Speakers and Facilitators
● Props - flip-charts, markers sound systems etc
● Materials - welcome pack (tags , delegate booklet pens t shirts)
● Meals and Refreshments
● Handling Delegates (Registrations and Inquiries)
● Lodging
● Transportation

17. Costs
All the expenses
Check list
● Venue
● Catering
● Promotion
● Materials

18. Revenue
Covering your costs and extra more ! ;)
● Registration Fee
● Commercial Sponsorships
● Merchandising
● In kind support
● Charitable Trusts and Foundations
● Advertising
● Licensing & Broadcasting Rights
● Donations

19. Partners
Provide benefits that meet the potential sponsor’s objectives!
Benefits
● Title Sponsorship - naming rights to the event
● Exclusive Sponsorship - only sponsor from their particular market sector
● Brand Sponsorship - presence on all event literature, merchandising,website
● Media Exposure - Dedicated Twitter hashtags
● Advertising - Video Advertising
● Merchandising Rights - opportunity to sell their product
● Sampling Opportunities – opportunity to give away samples of their product
● In Kind Partners - Beverage Sponsorships , Refreshment , Venue

20. Promotions
How you will reach your audience
Say right things to the right audience
Develop the right combination of marketing tools to reach
your audience
Develop a promotion/marketing plan
Pre Event Promotions , During the event and Post Event
Promotions

21. Event Promotion Tools
● Print: posters, leaflets, postcards, programmes
● Direct mail and print distribution
● Media advertising: print, radio and TV
● Website
● Media releases, promotions and activity
● Media sponsorship
● Mailing lists

22. Social Media
Most important tool
● Facebook Page and Event
● Twitter Handler and a hashtag
● Engage with the audience before the event through Challenges ,
Competitions
● During the event - Selfy challenges , crazy stuff
● Post Event - Albums with a selected number of photos which covers the
whole event. Not Big albums

23. Role of Event Manager
Overlook the OC and Manage the Event
Take decisions in critical situations on behalf of the OC
Post Event Evaluation

24. Sample Event Canvas For HackaniX
1.Concept
Vision
Redefining
what a
hackathon is
Mission
4.Agenda
-24 Hour
- Entertainment
Acts , Reviews,
presentations,
Awards
ceremony
2.UVP
The Ultimate
Code Party
-Undergrads +
school students
-Gifts (5
Laptops for
winners)
9.Promotions
-Facebook ,
Twitter
Videos
3.Audience
- Uni
students
- School
Students
- Talent
Seekers
5.Logistics
Venue - Trace
Food
Projector ,
Sounds etc
8.Partners
Microsoft ,99x ,
read me ,news
papers , derana
6.Cost
Costs for Logistics
7.Revenue
Commercial Sponsorships

25. Activity 30 Mins
Plan your Event using canvas (Group Activity)