The document outlines an event management plan emphasizing the strengths and weaknesses of the current processes, including a SWOT analysis. Key recommendations include implementing standardized processes, improving communication, and leveraging tools for better planning efficiency. The plan also details upcoming events and essential steps for planning and executing tradeshows throughout 2012 and into 2013.

1. Event Management Plan
Presented By Natia Seegars
April 2012

2. EVALUATION
Strengths Weaknesses
SWOT 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
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3. EVALUATION
Critical 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
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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)
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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)
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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
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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
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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
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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
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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.
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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
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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
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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
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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
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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)
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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
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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
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