How to Produce a Boffo Event

First of a series to provide the key elements of event production

The first item of event production is to determine why people will be getting together.  This is often easy for personal events, like weddings and milestone birthdays.  For the corporate or non-profit event, it isn’t as clear. What do you hope to achieve as a result of the event?

The corporate event should be tied to the company’s integrated marketing plan.  As with any market plan, a well-designed event plan will answer the following questions: who is on target guest list (based on target segment), how will we promote the event (traditional and social media tactics), what is the event “product” (the structure of the event), what is our budget, who will produce the event, what is the time frame for the event and what are the objectives and metrics for the event.  The messaging of the event will tie-in with the overall branding objectives of the organization.

The nonprofit event will require a similar thought and planning process. 

Once the basics are determined, then the creativity begins!