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What’s This Class About?

What’s This Class About?. Event Coordination and IMC Overview. On the agenda today:. What is event coordination? Group activity: Putting it to practice What is IMC? Discuss weekly question requirements. What is an event?.

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What’s This Class About?

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  1. What’s This Class About? Event Coordination and IMC Overview

  2. On the agenda today: • What is event coordination? • Group activity: Putting it to practice • What is IMC? • Discuss weekly question requirements.

  3. What is an event? An event is designed to bring a target audience together for a specific purpose.

  4. Types of Events • Corporate Meetings • Conventions • Incentive Events • Tradeshows/Expositions • Concerts • Fundraising events • Government/Political Events • Social Events (Galas, Weddings, etc)

  5. Event Coordinators/Planners Types of Coordinators Potential Employers Corporations Government agencies Hotels Convention centers Restaurants with banquet facilities Convention & Visitor Bureaus Planning associations Self-employed planners Destination management agencies Sports teams Many more… • In-house corporate/government coordinators • Hotel/convention center/meeting location coordinators • Association planners • Self-employed planners • Specialized planners (events such as weddings) • Audio visual companies • Decorators

  6. Not an event coordinator

  7. Sequential Planning

  8. Preplanning • Gain an understanding of what you are getting into. • Understand your client • Brand • Corporate Culture • Major Players • Understand the potential attendees • Demographic • Psychographic • Major players • Understand the specific purpose of the event Ask lots of questions- RESEARCH!

  9. Planning • After you know what you’re getting into, get into it. • Select a location- where will your event be held? • Create a budget- how will you spend your money? • Set up and take registration. • Select event content- who will speak/perform/etc.? • Market your event to the target audience. • Select food and beverage. • Design the experience. • Details. • Details. • Details. No detail is too small… continue asking lots of questions.

  10. Execution • Put your plans into action. • Ensure the planning you have done continues to run smoothly. • Work with all vendors, speakers and location contact onsite. • Monitor for safety and ensure all rules and regulations are followed. • Manage onsite staff. • Create an outstanding experience for attendees. • Troubleshoot and problem solve- occurs more frequently than you might think. Expect the best, prepare for the worst.

  11. Follow Up • Assess the result. • Assess the objectives- were the objectives set for the event met? • Assess the feelings of the client- often tied to the assessment of objectives. • Assess the feelings of the attendees- • Would they come to your event again if it was held? • Would they recommend it to a friend? • What areas could be improved to provide a better experience? • Assess your planning experience- what would you do differently for this or a similar event to improve it? End where you started- RESEARCH!

  12. Sequential Planning

  13. Event Elements • Anticipation • Arrival • Atmosphere • Appetite • Activity • Amenities • Assessment

  14. Anticipation • We want something to look forward to • IMC Principles come into play here: • Advertising • Direct mail • Social media • Other communication and marketing outreach efforts

  15. Arrival • Travel and Transportation • Meeting and Greeting • Navigation • Saying Goodbye

  16. Atmosphere • Physical environment- site selection • Decorations and props • Seating style • Soundscaping • Waste control

  17. Appetite • F&B • Type of food service • Food and beverage selection • Serve with style • Your food selections must match the overall event culture

  18. Activity • There must be something to do! • “The task for the professional event coordinator is to incorporate and choreograph the appropriate activities so they increase the value of the event experience.” –Julia Rutherford Silvers • Collectable experiences- something to make it worth their time and money • Participatory versus spectator • Diversion and recreation

  19. Amenities • Beside their memories, what will your guests walk away with to help them remember their experience?

  20. Assessment • Research- done prior to and following event • How will you research? Surveys? Phone calls? Focus groups?

  21. Activity Break!

  22. Activity Prompt: • What:Pharmaceutical company hospitality reception • Who: Recognizing the best customers • When:April 2014 • Where:Central Kentucky • Why: The goal of this event is to make the top customers feel special, and generate buzz so that others want to earn their way to the event next year.

  23. Integrated Marketing Communications (IMC)

  24. IMC Components • Market Research • Audience Insights • Branding and Brand Equity • Creative Strategy • Direct Marketing • Public Relations • Emerging Media • Advertising • Customer Relationship Management All communication efforts convey a single, unified message to the target audience.

  25. Your weekly assignment First assignment due next Thursday, August 29th

  26. For the next class: • Read pages 31-50 in our text • Come ready to participate!

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