AART foundations

e would you like? An opening event would generate awareness for your business providing advertising, event management and public relations are handled correctly and with precision. Is it for recruitment? Is it for awareness? Is it to meet potential business clients? Is it to solidify relations with local businesses? When the objectives have been set it is important to choose an ideal date and the duration for the event; these decisions could be made six months before the event is taking place. Who would be invited? Once the objective has been realised it is then important to know who your target audience is. Who would you like to attend? When the preliminary attendee list is written, it is important to have a sufficient database for all contacts. If there is not one available then it will be worthwhile to compile a comprehensive database. Gather all the relevant information, names, full postal addresses and email and telephone contacts where possible. This information should be gathered five months before the event date. Will there be speakers? When the objective and the preliminary attendee lists are written the content of the event must be decided. This is to ensure the objectives are being fulfilled. Who will be the keynote speakers at the event? It is important that these people are contacted at least five months prior to event date to make sure that the time of year does not clash with any significant events in their working life (holidays etc). Will the speakers charge a fee? Will the speakers need overnight accommodation? Will they need travel expenses? When contacting the speakers it is important to ask these questions once, they have agreed to their availability. This information is useful when entering figures into the budget for the event. Where will the event be held? Between four and five months before the event, venues should be contacted regarding price and availability. The location of the event is a key factor. Prior to contacting the conferencing and banqueting section in hotels, it is important to have asked yourself a list of questions about the event and then compile a list of relevant questions regarding the event.
• If there are keynote speakers, what kind of sound system will be needed?
• Will a projector be required?
• Will a podium and microphone be required?
• Will internet access be required?
• How many power points will be required?
• How many will the room hold seated?
• Will there be finger food?
• What menus are available?
• Will there be tea, coffee or wine for guests?
• What is the price per head?
• Can you mix and match menus?
• If accommodation is required, what deal can the hotel provide?
• Is there sufficient parking? Always visit a venue before booking and ask to see the equipment they can provide. If you are not happy with the equipment, they provide it will have to outsourced and rented. On arrival to inspect the venue, make sure the room is properly ventilated, if not make sure there is proper air conditioning. The open evening is an important event, having inadequate ventilation will tire any audience. Have a simple sample floor plan idea drawn by hand for the visit to the venue. It will give you an idea of whether the venue is too big or too small. It will also help you envisage the end product. The plan could include any of the following;
• A table for registration or greet and meet area
• Podium placement
• Area for stands
• Projector placement if needed
• Seating for guests
• Table for refreshments
When the venue is booked, confirm the list of equipment to be provided by the hotel. Always get this in writing. What is the desired outcome of the event? Decide what the desired outcome is, is it to build up interest and a database of local business. Is it a PR stunt to generate wide audience awareness of what your business does and what is has to offer? Whatever it may be, it is important to have all documentation on hand. This means brochures; information leaflets registration forms to collect personal data etc. Promotional materials are key items for events for generating awareness; items like pens, notepads, calendars that are branded with your business’ corporate identity will provide attendees with memento of the evening and a reminder of who you are after the event is over. These events, regardless of the desired outcome, are goldmines for local press and free publicity, all publicity is good publicity. External Factors
There are many external factors to consider when planning an event. In order for the event to be a success, it is important to maximise the potential attendance and to portray a professional image to clients and the public.
• How will people register to attend? Is it invitation only? Is it open to the public? If so, what methods are in place for people to register their interest in attending? Is a registration page available on your business web site?

• What equipment needs to be hired?

• What printed material need to be designed and printed?

• Are there any events that could clash with the event night? This includes soccer, football or rugby matches. Is it near a bank holiday weekend? Is it near school holidays?

• Are there any associations planning a similar event? If so, it is possible to double up on the event night.

• What media contacts are needed to maximise free advertising to promote the event? Attendance – there must be an easy way for people to confirm their attendance by invitation. When dealing with businesses, telephone or email is normally the most convenient response method, as they are accessed on a daily basis. If there is a public invitation, what method of contact is available? There should be as many methods of response as possible.
• By Post – they need to send in for the event invitation
• By email – they can register through the web site and a printable version of the invitation is emailed back.
• By telephone – they can call a number and register their details for an invitation to be sent by post. Equipment - what equipment needs to be hired? Check with keynote speakers for any special requirements. Always confirm prices in writing with suppliers. Check room availability in hotel and confirm set up times with suppliers always leave enough time for the suppliers to do a run through on the operation of the equipment. Confirm what time the equipment needs to be dismantled and collected. Graphic Design & Printed Material – what needs to be designed? What quantities of each media are required? It is important when designing printed material not to personalise it too much mentioning the name of a particular speaker for example ‘John Smith from Bank of Ireland’ this can cause problems as unforeseen circumstances can happen and John Smith may not be able to attend. It is better to mention a ‘representative’ from Bank of Ireland. Write up a list of material that may be required. It is important to get these items organised once the date and venue have been confirmed, (possibly three months before hand) to allow for proofing and design changes along with print lead times. The list may include the following;
• Invitation cards
• Brochures
• Flyers
• Posters
• Back Drops
• Display Boards
• Registration forms
• Press advertisements
It is important to write up a design brief so all material is coherent with the event; there should be a common theme running through the material so it is identifiable throughout the promotion of the event. This may be an image or a colour association. Social Calendar - to maximise the potential attendance at the event and most importantly the media coverage of the event, check that the date chosen does not clash with any local or national events. Doubling up – sometimes in order to cut costs and to share responsibility events can be a doubled barrelled message. Sometimes doubling up with a relative association or business in the first year of event organising is a great way to learn how to plan an event with an experienced event planner. Event Timings a Six-Month Countdown Calendar
Organisation is the key to an event running smoothly. Having the months and weeks prior to the event mapped out will cause less stress when trying to multitask nearer the event date.

6 months prior to event date
The following decisions should be made;
• What are the goals and the desired outcome of the ‘Open Evening’ for your business?
• Who is the target audience? (Public, businesses or both)
• When is an ideal time to hold the event?
• Who would the keynote speakers be and how many would be required?
• What is the estimated allocated budget?
• Where are the desired locations to hold the event?
• Who will be in charge of organising various tasks?
5 months prior to event date
Keynote Speakers
• Make a list of desired keynote speakers and contact them to check availability
• Do these speakers charge a fee?
• Will they require overnight accommodation?
• Will they require travel expenses?
• What topic do you require them to cover?
• How long do you want their speech to be?
• Do they require Internet access?
• Do they need a projector?
• How many power points will they require?
• Will they have any other representatives with them? Location
• Compile a list of preferred locations contacting them for pricing and availability
• Visit each location to make sure venue is suitable
• Do they have ample parking?
• What menus are available? Can they be mixed and matched?
• What are the accommodation costs?
• What equipment can they provide? Projectors, screens etc
• Will the room hold the required amount of tables and stands?
• Is there ample seating for guests? Social Calendar
• Are they any major sporting events on at this time of year?
• Are there any mid-terms or public holidays near the event date?
4 months prior to event date
Decisions need to be made about the following;
• Finalise the decision on location, taking into account price and equipment available
• The keynote speakers available and all costs associated with them
• A list of equipment that may need to be hired externally and the costs associated with them
• Decision on menus and refreshments and price
• A final decision on the amount of attendees required and preferred method of contact
• Structure a loose timetable of the ‘Open Evening’ itself
• A decision on a design brief (theme) for all associated materials, invitations, brochures, leaflets and backdrops
• Gather a list of preferred design agencies along with quotes
• Define the estimated budget in more detail
3 months prior to event date
• Contact selected design agency with design brief and confirm cost
• Creative work should commence
• Confirm booking with hotel
• Confirm in writing a list of equipment being provided by hotel
• Confirm times on room availability
• Book any external equipment that maybe needed
• Draw up a structured timetable of the event night
• Contact all keynote speakers and confirm time and place also notify each speaker as to the time they’ll be speaking and how long for
• Draw up a streamlined database of all potential attendees
• If inviting the public look at methods of applying for invitations and decide on a closing date for applications
• First drafts of creative material should be proofed after four weeks of creative license (this is to make sure the agency are fulfilling the design brief)
2 months prior to event
• Creative material should be near completion
• Final invitation list should be drawn up
• Confirm lead times for creative material to be printed
• Solidify actual budget costs
• If inviting the public an advertisement in the local paper is advisable at least 6 weeks prior to event night this is to allow for invitation applications to commence, organise for an advertisement to appear on the website
• All creative material should be printed approximately 5 weeks before event date
• Organise an anonymous questionnaire for attendees, this information will be useful for future events and for general feedback. It will also let you know if your event night was a success. You will need a separate questionnaire for the public and local businesses should both be invited.
1 month prior to event date
4 weeks
• Send out invitations with an RSVP date
• Contact keynote speakers to confirm attendance
• Contact hotel to confirm booking
• Contact external equipment suppliers to confirm booking
3 weeks
• Print a programme for the ‘Open Evening’ for each guest
• Organise name tags for keynote speakers
• Have a database to record RSVP list
• Organise event packs for guests, this will include brochure or promotional goods such as pens, calendars etc
• Check that budgetary requirements are on target
2 weeks
• Ask for a copy of all the keynote speakers speeches this is imperative to make sure the content is exactly matching the events goals
• Send each keynote speaker a copy of the event programme and timetable
• Check that the attendance list is growing
• Submit a press release to the local newspaper
• Insert an advertisement in the local newspaper
• Distribution of leaflets maybe required at this time depending on original goals set
• Confirm accommodation bookings with hotel
• Contact hotel to confirm what time the room will be available for set-up
• Contact external equipment suppliers to notify them of room availability also include time to run through the operating of the equipment

1 week
• Confirm final guest list allowing for last minute changes
• Confirm with hotel food and refreshment requirements
• Confirm with keynote speakers that they are satisfied with the nights timetable of events
• Send a press release to local newspaper
• Insert an advertisement into the local newspaper
• Draw up a list of tasks to be completed on the night. It might be necessary to allocate certain jobs to other people for example someone to meet and greet on the night or someone to liaise with the hotel manager should speeches overrun
• 3-4 days prior to event print out final attendee list for registration
• Print off questionnaires for event night
Event timings will change and need to be adapted running up to the event. The Event Night
On the event day all that needs to be done should be done. Often this is the time when if things go wrong they are out of your control. However, it is important not to panic and to think on your toes. In the event of something going wrong, give yourself ample time to come up with an alternative solution. Getting to the hotel as early as possible is beneficial, meeting with the duty manager and staff will ensure the smooth running of the evening. Have a list of tasks that need to be completed and what time they need to be completed by. The task list may look something like the following;
• Meet with daytime duty manager
• Check room is has been cleaned and tablecloths, seats tables etc have been provided
• Check that all equipment being provided by the hotel is in good working order
• Have all printed material and guest packs delivered by early afternoon make sure there is a sufficient supply its better to have too much as to too little
• Have a list of external equipment suppliers names and mobile numbers
• Ensure all equipment has been delivered setup and fully checked through by early afternoon
• Confirm time with suppliers for the return of the equipment, if not till the following day allocate somebody to look after the equipment when the ‘Open Evening’ is over
• Have the list on keynote speakers with mobile numbers ready to hand
• Ensure that keynote speakers arrive at least an hour and a half before event launch, this is to ensure they are happy with the room set-up
• All display stands are set up
• Set up meet and greet area have name tags for keynote speakers and local business people displayed
• On meet and greet table have the registration list in alphabetical order ready for guests arrival
• Have questionnaires available for everyone to fill in also supply pens
• Ensure that all Internet and power points are working and useable
• Ensure podium, microphone and projector is working
• Confirm with hotel that tea and coffee will be served on arrival
• Confirm time for food service if speeches overrun contact duty manager and express a delay
• Meet with evening duty manager and staff and run through a list of requirements
• Have a list of local press contacts with mobile numbers, contact them late afternoon to ensure their arrival
• Adequate seating is available make sure there are extra seats to hand in the event extra guests should arrive
• The ‘Open Evening’ is all about networking always have an abundant supply of business cards to hand out
After the Event
• Insure that all equipment has been returned to the supplier
• Request a preliminary invoice from hotel before leaving and check list that all services were supplied before actual invoice arrives
• Analyse feedback questionnaires and enter information into a database
• Compile a database of attendees to include name, phone number email etc enter onto a database this information is imperative for future mailings
• Compile a report on verbal feedback received from attendees
• Ring local press and thank them for turning up to your event this may get you a prime spot in the newspaper
• Send out all thank you letters to all attendees especially to the keynote speakers
• Pay all suppliers
• Finalise budget and actual costs of the event evening, it is only in the coming months that analysis on the success of the evening can be noted
Questions to be addressed
• Did the event meet your business initial goals and desired outcomes?
• Did you reach the target audience?
• Did the event happen within the allocated budget? Was there an over spend? Could more money been spent in other areas?
• Did the location meet your requirements? Was the service good?
• How many attended, was it more than you expected?
• Did you receive enough local press coverage?
• Has it increased awareness of your business in the community?
• Have it increased the amount of enquiries received?
• Would it be worthwhile having an ‘Open Evening’ on a yearly basis