The document outlines the key elements that should be addressed in an event business plan, including mission/goals, research/evaluation, programming, administration, logistics/operations, marketing/communications, human resources, finances, critical paths, and sponsorship/revenue generation. It emphasizes establishing goals and objectives, conducting research, developing themes/programming, managing administrative functions/contracts, planning logistics/safety, creating a marketing strategy, managing human resources/leadership, creating budgets/financial plans, developing critical paths/work plans, and securing sponsors/funding sources.

1. THE EVENT BUSINESS PLAN

2. Mission Statement, Goals and Objectives Sense of direction, purpose and philosophy. Details end result desired and how you will accomplish this. The planning team should strive to ensure the event they are planning is consistent with the mission statement of the organization they represent. The number one priority before planning begins is to develop a strategic goal that will be incorporated into every aspect of the event. Too often event planners do not achieve their desired results and this is often due to improper goal definition prior to starting. Finally, objectives are created for each element of the event from the established event goal.

3. Event Research and Evaluation Various forms of research are used to establish the theme and programming of the event and then determine the effectiveness of the components of the events. Market research will help you create the most effective plan of action for success. Evaluation will allow you to monitor your progress throughout the planning process and provide you with valuable data with which to make decisions about the future of your event.

4. Program Planning The essence of the event that makes it unique, the premise or type of event. The thread of a theme will often run throughout an event interconnecting all of the parts. There are many different types of events the occur in society today …. festivals, sports and cultural events, political, corporate, ceremonial … and the list goes on. Programming is the type of event that you are organizing, and developing a theme will create an identity for your event. Examples of themes include a Pumpkin Festival, a Country and Western Dance, a Star Trek Conference, a Cartoon Birthday party or a Magnolia Wedding.

5. Administrative Functions Framework, checklists, reporting and monitoring systems. Coordination of administrative staff and duties. Contract management. Administration functions will outline the system for the event planning team to work within. Computer programs, filing systems and business documents will provide a framework to communicate, record and report the results of the groups work. This system will provide a monitoring system to ensure planning is on schedule and properly done. Contracts and legal documents will provide protection to the event planners, suppliers, sponsors and all those participating in the event. Note: Information pertaining to Administrative documents is contained in this lesson.

6. Logistics/Operations, Safety and Security Event location, layouts, site plans, management of components such as food and beverage, entertainment and registration. Logistical planning will provide the foundation for the programming site design, layout, set up and tear down, including all facilities, equipment and human resources required. The safety and security plan will identify potential threats to the event and provide risk management strategies and human resource requirements. Examples of the tasks in this element will include booking the facility, working with suppliers to secure all necessary equipment and supplies, creating and managing a risk management plan and preparing and implementing a site management plan.

7. Marketing, Communications and Media A detailed plan outlining the strategies for marketing the event to the target audience. Communication planning will outline all external and internal communication policies, procedures, tools and methods. This will ensure consistent information exchange between all event partners. A strategic marketing plan will outline the strategies to attract the desired audience, including media, to the event. Tasks in this element will include the development and implementation of an effective communications plan to sell your event, including working the media.

8. Human Resource Management and Leadership Identification and management of the human resource requirements. Strategies and styles of leadership and management . Leadership can determine the success or failure of an event. The event’s most valuable resource, its staff and volunteers, must be dealt with professionally and fairly. Essential skills and knowledge for this element include recruitment, training, orientation, motivation, hiring and firing practices.

9. Financial Planning and Management Financial projections, systems, monitoring and reporting. Financial policies and procedures will ensure all funds are managed efficiently and properly. The event manager will be responsible for the creation and management of the event budget.

10. Critical Paths Development of a work plan, implementation of strategies, task assignment and monitoring system. The creation of a detailed plan including all tasks, dates of completion and who is responsible with a system of checks will ensure the event is planned and implemented professionally. This plan should be created in detail many months in advance of the event. Note: Critical path development will be covered in detail in Lesson 5.

11. Sponsorship and Revenue Generation Sources and strategies to secure funding for the event There are various sources of funding for events. You must determine the most viable sources for your event and create a plan to secure the funds. This element will include the solicitation and management of event sponsors, grant applications and merchandising programs.