The key to successful events - it’s in the initial planning.
Kick-off the initial event planning phase in the right way.
Whether you're a novice event planner organising a small garden party or a community festival, the intricacies of event planning can feel overwhelming. It requires a delicate balance of project management, budgeting, creative direction, and people coordination. Rest assured, we are here to help you navigate this complex project and deliver a successful event. In this article, we will walk you through the essential elements of the initial event planning phase, providing practical advice and insights to ensure you plan a successful event.
Set the event goal.
As an event planner and event manager, you should spend a bit of time in the initial planning phase setting the overall direction and intention of the event. In the planning phase, you are determining the rationale for creating the event. This is called finding the event goal. If you’re clear about the event goal at the beginning, the rest will follow easily.
By defining the event goal, you set the foundation for the entire planning and coordination phase. These questions will guide you in creating a set of measurable objectives that align with your desired outcomes.
Not sure how to set the event goal?
First ask: what is the main goal of this event?
Then ask: why have you decided to organise the event?
Finally ask: what are your specific objectives for the event?
Rachella Says
“Setting a clear event goal at the outset paves the way for seamless planning and execution. It provides the necessary focus and ensures that all following event management decisions align with your overarching objectives.”
Set event objectives and targets.
When organising any event, you should create a set of objectives that can help you understand if you have achieved your overall aim. The event objectives are the specific and measurable things you’d like to achieve from creating the event. Basically, it means asking yourself, what do you want to achieve with the event? Are you attempting to increase new sales? Help with a product launch? Celebrate a milestone? Raise brand awareness? Ensure your answers are specific and measurable, and outline clearly what you want to achieve.
Create an event brief.
After solidifying your event goals and objectives, it's crucial to create an event brief. The event brief is your guiding compass, ensuring all event-related decisions align with your objectives. It lays the foundation for a well-structured and successful event management plan. The event brief is a preliminary document that outlines essential information and the approach to accomplishing your objectives. While subject to change, the event brief serves as a starting point, outlining the event format and design.
Inclusions of the event brief:
Dates: Specify the event's start and finish dates, along with key program timetables.
Attendees: Estimate the number of attendees and consider their demographics to tailor the event accordingly.
Location: Determine the event venue, ensuring it meets your needs and is easily accessible.
Create an event budget.
During the event planning stage, you have the option to create a complete event budget or focus on a budget forecast. The level of detail will depend on your event concept and role. A comprehensive budget considers both revenue and expenses, while a forecast budget estimates costs. Regardless of which type of event budget you choose, early budget planning is crucial to know how much your event will cost, and avoid unexpected financial challenges.
An event budget is your financial roadmap, guiding you through the planning process and helping you make informed decisions. When creating your event budget, it’s tempting to guess how much the event will cost. Don’t guess the details, do the research instead. It's important to source reliable quotes and continuously monitor and adjust costs as your event plan takes shape.
Form your event management team.
You can’t always do it all alone. A well-coordinated event management team is the backbone of any successful event. Assigning roles and having a clear chain of command ensures efficient collaboration and execution.
When working on a micro event, you can probably manage the entire planning process yourself. When your event is small, it's easy to remain in charge of most of the required event responsibilities. When you start to extend into the world of major events, it requires the use of a well-organised event management team to manage the various roles. The more complex the event, the more important it is to have a structured approach to your event team.
When forming an event management team from the bottom up, it is critical to assign roles early enough to guarantee commitment. Reach out to your network to find great event professionals to work with you. Every team member should report to a project manager who has insight into every moving part. In most cases, that person is the Event Manager. The Event Manager is responsible for overseeing all of the moving parts of the event.
Choose a suitable venue.
The venue sets the stage for your event's success and as such, we think it’s an important part of the initial event planning phase. Choose wisely, considering both practicality and ambiance. Finding the perfect event venue can be a complex process. A venue selection checklist can be an invaluable tool for evaluating and comparing options. Consider a location that is appropriate for your target audience, conveniently located, and adequately sized for your event. Also pay attention to facilities, AV capabilities, and costs. You should always conduct a site inspection to ensure it is the right venue for your event.
Next, dig into the details in the event coordination phase.
The event coordination phase is where you bring it all together, here you bring your planning ideas to life in an event management plan. Before you lock in the details, we recommend you spend time revisiting the branding of your event.
While it might not seem obvious at first, the branding of your event is an important aspect of the event management plan. It creates the tone for your event. It informs the design of your website and event collateral. It attracts customers who will buy tickets to attend your event. It can attract investors who will fund or sponsor your event. And your event brand decisions will inform the creative event styling and theme and entertainment program. Everything you book for your event should align perfectly with your brand.
Rachella SAYS
“A compelling event brand leaves a lasting impression, ensuring your event is remembered long after it ends. Ensure consistency and alignment with your organisation's brand and overall event vision.”
Content matters.
Ensure that all event-related materials, presentations, and event information reflects the professionalism and quality of your event brand. All elements of the evnet content should align with your goals and objectives, leaving a lasting positive impression on everyone involved with the event - sponsors, exhibitors, performers, and attendees.
Your event's content serves as a window showing the value and professionalism of your brand and your organisation. Craft every piece of communication with care, aligning them with your objectives and ensuring they convey your event's true potential.
Wrap up.
Successful event planning requires a clear vision and an understanding of what you want to achieve with the event, right from the beginning of the initial event planning phase. By understanding and implementing these essential elements, you can confidently navigate the entire event management process, delivering exceptional experiences for everyone involved. Remember to stay focused on your goals and objectives throughout the journey, and never hesitate to seek guidance and support when needed. With considered planning, your events will leave a lasting impression and achieve the desired outcomes.
Ready to get started with your journey to successful event planning? Get all the tools you need in our Event Planning Template Shop. From event brief templates to event budget spreadsheets and comprehensive venue selection checklists, our collection will equip you with the necessary resources to plan exceptional events. Visit our shop today and get the keys to successful event planning!
WRITTEN BY RACHELLA THOMAS
Rachella Thomas is the powerhouse behind award-winning event consulting agency, Event Kit. With her 20+ years’ experience producing world-class events for high-profile clients and brands, Rachella has honed her skills to create a valuable resource for event planners looking to elevate their events. Her wealth of expertise has established Rachella as the go-to event consultant and mentor for aspiring event professionals and businesses alike.
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