This document provides information and best practices for planning community events. It discusses the benefits of hosting quarterly events that reach different audiences and help compensate for lost revenue. Each event should be awards-driven and benefit local student scholarships. Key details are provided for four sample events: a young professionals reception, healthcare awards luncheon, business awards luncheon, and education scholarship gala. The document outlines roles for staff, sponsors, volunteers and provides best practices for planning, promotion, execution and gathering feedback to improve future events.

1. EVENTS

2.  Connecting us with the community
 Positive branding and goodwill (awardees remember you
forever)
 To be known as “THE” convener for community events—
beating out other media and non-profits
 To reach non-traditional advertisers and sponsors
 Help compensate for losses from national advertising and
other lost revenue
Why the need for events?

3. One event per quarter:
 Cocktail reception
 Community luncheon
 Large-scale banquet/gala
 Business luncheon
Each event reaches a different audience
(with some overlap)
Our Events

4.  Awards driven
 Solicit nominations year-round online, but also for
several weeks in print and on Facebook
 Request nominations directly from
companies/organizations
(Send to HR, community relations, CEO in some
cases)
Our Events

5.  Net proceeds benefit scholarships for local students
 We make certain the students:
 Attend the event, with a brief appearance on stage
 Name and photo on a/v screen
 Include a brief feature in the accompanying special section
Our Events

8. Tabloid Special Section for each event

9. Extensive photo
coverage
in print and
online following
the event

10. Lead/Presenting Sponsor for each event
 Company representative on stage for remarks
(which they love)

11. Variety of sponsorship levels,
which include:
 Ad in the special section
 Table/Tickets to the event
 Logo/Company name in ads, printed collateral, a/v
at the event, by the emcee, etc.

12. Which staff members participate?
Sales Team
 Sell ads and
sponsorships
 Attend the event to
greet clients
Executive Assistant
 All planning and logistics
 Contracts the venue, a/v, vendors and talent
 Point of contact for awardees and sponsor reps
 Scripts the program and coordinating a/v PowerPoint
 Liaison with other staff and manage event volunteers
 Orders awards and other supplies
Graphic Artist
 Develops promotional
ads, tickets, signage

13. Reporter
 Stories on awardees
that run in the paper
and special section
Photographer
 Shoots awardee
photos for features
 Shoots the event for
post-event coverage
Web Manager
 Posts stories/photos
to website and social
media (pre/post
event)
Accounting Dept.
 Ticketing and billing
Which staff members participate?
Volunteers
 Two per 100 guests
suggested.
Publisher
 Delivers welcome
remarks at the event

14. About our four events…

15. Salute to Young Leaders
Networking Awards
Reception

16. Salute to Young Leaders Networking Awards
Reception
 Awardees: 20 young professionals under age 40
 5:30-7:30 pm reception
 $25 ticket price (heavy hors d’ oeuvres, two drink tickets)
 Attendance: 500 guests—colleagues, family and friends of
awardees, corporate supporters
 Quick program: Brief intros of each awardee, no remarks
 1 lead sponsor, 5 partner sponsors
 Youngest crowd of the four events, most informal
 Lively atmosphere, live 3-piece jazz band

17. Salute to Excellence in Health Care
Awards Luncheon

18. Salute to Excellence in Health Care
Awards Luncheon
 Thursday or Friday luncheon, held at a local hotel
 11 am reception, noon luncheon/ awards program
 Awards: Lifetime Achiever in Health Care, Stellar Performer in
Health Care, Health Care Advocacy Organization of the Year, 8
Excellence in Health Care Awards
 Attendance: 450 guests
 One lead sponsor, variety of other tiered sponsorships
 Reaches health-relates sponsors and attendees that don’t
participate in our other three events

19. Salute to Excellence in
Health Care Awards
Luncheon

20. Salute to Excellence in Business Awards
& Networking Luncheon

21. Salute to Excellence in Business
Awards & Networking Luncheon
 Thursday or Friday luncheon, held at a local hotel
 11 am networking reception, noon luncheon/ awards program
 Awards: Entrepreneur of the Year, Corporate Executive of the
Year, Non-Profit Executive of the Year, Corporate Diversity Award
 Attendance: 475 guests
 One lead sponsor, variety of other tiered sponsorships

22. Salute to Excellence in
Business Awards &
Networking Luncheon

23. Salute to Excellence in Education
Scholarship & Awards Gala
 Friday or Saturday evening gala (black tie)
 Attendance: 1,400
 Variety of education awards and scholarship presentations
 5:30-6:30 pm VIP Reception
 6-7 pm General Reception
 7-10 pm Dinner/Awards Presentations
 10 pm-Midnight: Post-Gala entertainment (old school dance party
or jazz cabaret)
 One lead sponsor and a variety of other tiered sponsorships

24. Salute to Excellence in Education
Scholarship & Awards Gala
 Lifetime Achiever in Education
 Stellar Performer in Education
 Counselor of the Year
 Early Childhood Educator of the Year
 School of Excellence
 Excellence in Education Awards (8)
 10 scholarship and laptop computer presentations

26. Salute to Excellence in
Education Scholarship &
Awards Gala

27. Best Practices
Getting Started:
 Determine your staff’s capacity and start modestly
 Choose an event that no one else is doing in your market
 Create a budget that considers expenses such as venue, food,
a/v, entertainment/talent, décor, awards/gifts, printing and
administration
 Create a list of potential lead sponsors and other sponsors
 Meet with staff to make job functions and expectations clear.
 PLAN, PLAN, PLAN, so there is less disruption to weekly
obligations.

28. Best Practices
 One year ahead: contract the venue and major vendors
 Solicit nominations 5-6 months before the event
 Select and notify awardees 3 months in advance
 When possible, select awardees that are qualified/deserving AND
have some reach into the community
 If you have video capacity, create brief videos of top awardees to
show at the event. This tells the awardee’s story and helps avoid
people giving excessive remarks at the podium.

29. Best Practices
Marketing and Building Support:
Two months in advance…
 Ask awardees for a list of contacts to share the award news on
their behalf (company, professional organizations, etc.)
 Send information regarding tickets, sponsorships and ads to those
contacts, as well as the person who nominated the recipient.
 Provide an evite and comprehensive event info (including info for
tickets, ads, sponsorships) for the awardee to share.
 Invite previous awardees

30. Sample notification to send
to awardee contacts

32. Best Practices
Two months in advance
 Design/order tickets
 Shop for an award vendor. Ask to see samples of glass/crystal
awards or plaques.
One month in advance
 Select menu
 Design and order signage and programs
 Make seating chart and distribute tickets
 Write a script for the awards program
 Design a/v presentation

33. Best Practices
 Consistent and comprehensive communication with awardees is
critical. Let them know EXACTLY what to expect…
 Timing of interview(s) and photos
 Ticketing/seating
 Logistics and timing for the day of the event
 If you have sponsors or other presenters on stage, identify these
people at least one month in advance. Follow up with instructions
two weeks out and a reminder one week out.

34. Best Practices
 Recruit a lead volunteer who can provide additional volunteers to
staff your event.
 Two volunteers per 100 guests
 Offer a gift or stipend to thank your volunteers
 Live music helps with atmosphere, but most venues offer piped-in
music, which can help with cost.
 If the event occurs during mealtime, plan to feed your volunteers,
musicians, decorators, a/v, emcee, etc.

35. Best Practices
Solicit Feedback:
 Send a post-event survey to the awardees and attendees. Ask
about their experience including communication, ticketing, food,
service, parking, etc.
 Feedback may help you fine-tune the event and planning
 Creates another touchpoint of contact with your guests and
awardees.
 Consider a promotion/prize to encourage survey participation