1 Event Management Laura Reid LSE CAREERS
2 Who am I and what do I do? At LSE…LSE Careers; careers fairs, networking events, International Organisations Day, European Internship fair….
3 Before LSE… Prince’s Trust (gala dinners, award ceremonies, music and comedy galas) Worked with well known brands on experiential events. Innocent Un-plugged festival, boutique festival encouraging people to un-plug from social media and enjoy music, workshops and activities. Coors Light Ice Cave Rave.
4 What sort of events are you planning on organising?Share
5 START Purpose Date Budget Venue Catering Safety Marketing Staff On the day Afterwards FINISH Lots of aspects to consider for event management planning. Event planning template handout
6 Start with the objectives of the eventConsider: Why are you holding this event? What are the outcomes you expect to achieve from the event? For example, is the purpose of your event to: Communicate a key message? Raise the profile and reputation within a key market? Launch a new facility or service? Drive student recruitment? Network with peer groups? Engage with the general public? Celebrate an achievement, milestone or anniversary Every event should start off with a set of clear objectives. If it’s not clear what you want to achieve from the event, it’s worth asking why you are holding it! Clear objectives will also help you to plan an event which is properly targeted at the intended audience
7 Date and Time Key considerations:Academic calendar (exam dates, holidays etc) Venue availability and suitability (find and confirm your venue BEFORE you decide on a date and publicise it. Outdoor events – contingency plan if weather is bad In order to attract a good turnout of attendees, it is important to give careful consideration in setting the right date and time for your event.
8 Budget When setting a budget you must consider the following:Where is your budget coming from? Has the break-even point been established (if a fee paying event)? Can you get anything for free or get sponsorship? Where can you reduce your costs? Who will be responsible for the budget and where will you record expected and actual costs? Use a budget planning template to plan your budget and stay on track throughout. Budget: Hosting an event can be expensive and without careful planning, costs can spiral out of control. Setting a budget in the early stages of planning an event is important to ensure that all foreseeable costs are covered. Event budget template
9 Venue Capacity: Can the venue comfortably accommodate your target number of guests? Does the venue allow you to grow your event should your audience exceed your target number of guests? Equally if your event is more intimate, do not opt for a larger venue which may make the event look empty 6 Access: Is the venue easily accessible to your guests and well sign posted or will additional signage or staff to direct guests be required? Are there lifts and/or special access for guests with disabilities? Can external suppliers easily access the venue? Might there be road works or building works which make your venue hard to find, or get to? Event layout : Will you create a welcome area for guests to linger before they are invited to enter the main venue (eg, if your speaker is getting ready)? Do you need a green room for speakers, VIPs or performers to get ready beforehand? Do you require additional rooms close by for break out rooms, or a pre or post event reception? Is there space for a registration desk as guests arrive? Where will guests put their coats? Are there toilet facilities in close proximity? Might there be other noisy events or activities being held in the same venue at the same time? Ask the venue manager. Ask yourself lots of questions to work out what sort of venue is right for your event.
10 Venue continued… Resources : How will you dress your venue?Do you need any extra furniture not already in the room? Do you require a lectern, or table for your speakers? Are there built-in audio visual facilities such as a PA system, data projection and screen? Will you require any holding slides on the screen whilst people are taking their seats? Budget : Do you have budget allocated for venue hire should there be a fee associated with the venue? Don’t forget that often, items such as table cloths and AV support incur additional costs
11 Catering Consider: How many people do you expect?What time of day is your event held at? Do you need to know dietary requirements and if so, will you request these on registration? Does your menu include vegetarian options and non-alcoholic drinks? Will you serve refreshments before, after or during your event? What is your budget for catering? Is hot or cold food required? Is the caterer required to provide menus, place cards, linen and table numbers? Is power required for the caterer? Where will they prepare food? Don’t forget to provide the caterer with final numbers and dietary requirements before the event Consider if you need to (and have the budget to) provide catering at your event. This could range from a full sit down meal, to providing tea and coffee on arrival.
12 Health & Safety Risk AssessmentA risk assessment will allow you to consider and identify potential risks associated with the entire event (both before and on the day), evaluate them and put strategies in place to minimise the risks. Consider: Whether the venue is suitable for type of event and look at numbers – does it have a big enough capacity? Is there a chance of overcrowding? Do you know what to do in an emergency? (Fire, evacuation etc) First Aid – do you have trained first aiders and a plan? Is extra security needed? Health and safety risks associated with outdoor and/or public events/ slips/trips/spills A security threat associated with a high profile speaker such as a political figure, or controversial subject matter i.e. public demonstration By carrying out a risk assessment at the early stages of your event, and revisiting and sharing this regularly within your team, you can preempt and prevent many risks which may arise through your event
13 Promoting your event Is it an advertised event or invite only?How will you attract your target audience? What is the booking or RSVP process and who is in charge of it? Is it appropriate to use social media to promote your event? Do you need printed materials? Leaflets, posters etc. Is it newsworthy? Make sure you include all event details in communications; include what the event is, where is it, when it is, travel advice if appropriate, suggested attire. How and by when they should RSVP
14 Staff Consider: Does everyone know what they are responsible for and what they should be doing when? (create a rota) Give a pre-event brief to all staff and make sure you have everyone's contact numbers. Do you have enough staff to cover breaks? Have you booked porters, catering, security, AV and kept a note of costs? It’s important that you consider everyone who will be involved in the event:
15 On the day Final registration numbers: A final list of attendees for all aspects of your event should be printed and copies taken to the event for the registration desk and on site staff Event briefing update: If there are any changes to the final Event Briefing Note these should be communicated to the required suppliers and staff at the start of set up i.e. changes in catering numbers, line up of speakers Directional signage: Prepare, print and, if necessary, laminate directional event signage to be put up in and around the venue for attending guests, speakers and suppliers (this includes to lifts and WC facilities) Reserved seating: Print and layout reserve seating signs for VIP guests, speakers and guests with disability requirements Venue manager: Check who the venue manager is (if there is one) and ensure your staff know how to contact them should issues arise Venue check: Take time to walk around the venue(s) to check layout, cleanliness, that fire exits aren’t blocked and that required equipment is on site. Check with the venue manager that no fire alarms are planned during the event and what to do in case of an alarm On the day The day of the event has finally arrived and you are setting up the venue. There are some things that can be quite easily overlooked but are again important to the smooth running of the event:
16 On the day continued… Technical run through: Make sure that audio visuals and PA system is working properly and that any speaker presentations are uploaded and running properly Staff: Ensure that all assisting staff are well briefed on their responsibilities during the event, familiar with the venue and have a copy of the running schedule to hand throughout Registration desk: Ensure that the registration is set up well in advance of guest arrival. Name badges if applicable should be visible to guests and sorted by surname. This will be guests’ first point of contact at the event and warm welcome should be offered. Branding: Ensure that all display stands with corporate branding are positioned in key locations with maximum exposure to guests and attending media without detracting from the speaker and event Stationery box: Pack a full box of stationery that you just may require on the day. This may include blue tac, extra signage, pens, paper, cellotape, extra copies of the program, extra bottles of water for speakers and a list of supplier and speaker contact numbers. It is also important to walk your speaker and host through the event and set up, checking that they are familiar with the running order, their cues to speak, where to stand, the technology being used, etc. On the day The day of the event has finally arrived and you are setting up the venue. There are some things that can be quite easily overlooked but are again important to the smooth running of the event:
17 On the day continued… Technical run through: Make sure that audio visuals and PA system is working properly and that any speaker presentations are uploaded and running properly Staff: Ensure that all assisting staff are well briefed on their responsibilities during the event, familiar with the venue and have a copy of the running schedule to hand throughout Registration desk: Ensure that the registration is set up well in advance of guest arrival. Name badges if applicable should be visible to guests and sorted by surname. This will be guests’ first point of contact at the event and warm welcome should be offered. Branding: Ensure that all display stands with corporate branding are positioned in key locations with maximum exposure to guests and attending media without detracting from the speaker and event Stationery box: Pack a full box of stationery that you just may require on the day. This may include blue tac, extra signage, pens, paper, cellotape, extra copies of the program, extra bottles of water for speakers and a list of supplier and speaker contact numbers. It is also important to walk your speaker and host through the event and set up, checking that they are familiar with the running order, their cues to speak, where to stand, the technology being used, etc. On the day The day of the event has finally arrived and you are setting up the venue. There are some things that can be quite easily overlooked but are again important to the smooth running of the event:
18 Give yourself a pat on the back and take time to thank everyone for being a part of your event, you’re almost done but one last thing…
19 Event evaluation Consider:What kind of information do you want to collate about your attendee demographic and how will you do this? Will you issue a post-event survey, and if so, will this be on paper or online? If and how will you monitor the effectiveness of the event, eg, has people’s behaviour changed as a result, have people requested further information on your subject etc? How will you report back to stakeholders, eg your Head of Department, a steering group, funding organisation etc. and what will you need to include in your feedback? Social media – consider the reach & impact of your event Evaluating an event is an often overlooked but essential element of the planning and execution process. It is not something that should be left to the end of your event: you need to think early on about what information you need to gather from your attendees in order to evaluate your event and incorporate this into your planning. Event evaluation template handout.