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Course Overview This is a highly practical workshop and will provide delegates with an A to Z for successful event planning. Using case studies, videos, group exercises and interactive discussion, the course will cover the following key areas: - The role of special events in the marketing mix
- Setting measurable goals
- Budgeting and budget monitoring
- Tailoring the event to match the objectives
- Marketing the programme
- Media relations
- Speaker, celebrity and VIP liaison
- Working with suppliers
- On-site management
- Logistics planning
- Measurement and evaluation
- Sponsoring events
- Pitching sponsors and reviewing proposals
Audience - PR and account executives
- Press officers
- In-house event planners
- Executives and managers working in the hospitality industry
- Marketing communications executives
- Trade Association and Chamber executives and managers
This workshop is ideally suited to those with little or no experience in event management. It will also be a good refresher to those with some experience, providing useful tools and tips that can be immediately put into practice to ensure higher productivity and cost-effectiveness in the events you are managing. Skills Gained By attending this workshop you will: - Learn how to avoid the many pitfalls inherent in event management
- Receive a detailed blueprint for organising successful events
- Learn how to evaluate the results of your events and ensure you are accountable to the overall goals of your company
- Learn proven methods for adhering to tight deadlines and juggling several activities at the same time
- Identify a professional, disciplined and focused approach to creating marketing, PR and corporate events
- Receive a comprehensive manual that will be a handy reference for future planning
Course Outline Introductions, overview and objectives The A to Z of event planning - Research
- The five W's of event management
- Site selection
- Contracts and negotiations
- Marketing your event
- Speaker liaison
- Logistics management
- Team management
- On-site management
- Follow-up
Budgeting and measurement - Developing a budget spreadsheet
- Budget elements
- Budget monitoring
- Selling in your budget (and your proposal)
- Proven techniques to measure results
- The principles of effective PR and event evaluation
- Accountability and management reporting
Group exercise Applying the A to Z approach to event planning and execution Feedback and discussion During the afternoon session, delegates will work in small groups to develop their own events which will then be presented to the audience. This session provides an ideal opportunity to check that all important learning points have been taken into account, and to allow delegates to apply their own creative thinking in a team environment. Case studies - A sports marketing event to celebrate an Olympics sponsorship
- A travel and tourism event to promote the Bahamas
- An education and business partnership event
- Video examples
Sponsorship and proposals - Reviewing sponsorship opportunities
- Working with partners
- Developing proposals
- Pitching and presenting
Checklists - Why elements fail
- Pitfalls to avoid
- Managing international events
Group assignment - An opportunity to put into practice the key learning points of the seminar
- Groups of 4-5 people will work on their own special event
- Development of bullet point presentation from each group
Group assignment continued Group presentations - A spokesperson from each group will present the group findings
- Interactive question and answer session
- Constructive feedback from the course leader
Final discussion - A chance to tie up any loose ends
- Cover any areas of the seminar content in more detail
- Ask those final questions
- Seminar review
- Seminar evaluation
- Receive certificates
How to make a booking for the MA-PMS course
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