This Strategic Event Management training course will take your events program to the next level by strengthening your brand and reputation in line with corporate goals. Getting the right mix of events with the right design values and messaging to the right people is critical. But what are the "right" choices?
It is critical for brand visibility and positioning to be properly positioned at key industry conferences and exhibitions. Courting the right people at your social events increases your influence, and every event must be planned and organized. Failure to pay attention to a critical detail may result in your event being talked about for all the wrong reasons, causing damage to your brand and reputation.
This training course will highlight:
Selecting the proper events for your purpose spreading risk across many events, in order that success won’t depend upon one event alone
The cumulative building of key messages and brand values with key stakeholders
Master planning, hosting, and following-up sort of a world-class professional
Building capability, a trusted suppliers list, and infrastructure across events
The skills of the right host and media spokesperson
Course Objectives of Strategic Event Management
At the top of this training course, delegates are going to be able to:
Plan a program of events to support and deliver the company strategy
Select from a variety of events and skills to deliver each type
Schedule and plan each event within budget and deadlines
Identify the foremost appropriate venues and activities for your events
Manage VIPs and therefore the media confidently
Troubleshoot plans to unravel potential problems before they emerge
Course Methodology of Strategic Event Management
This training is going to be delivered through a mixture of presentations, conferences, and group exercises. Delegates are going to be encouraged to ask questions because the training progresses relevant to their own backgrounds and company requirements.
This training course will culminate during a group exercise during which delegates will have a chance to use what has been discussed over the training days.
Organizational Impact of Strategic Event Management
Greater value from the entire range of events
More focused events to create and maintain a reputation
More memorable events aimed toward the proper people
An in-house resource capable of organizing events directly or outsourcing wisely
Staff better informed to supply project oversight of event suppliers
Staff capable of ensuring tight budgetary and scheduling control over events
Personal Impact of Strategic Event Management
Increased confidence to tackle event planning/management across a program
A method to form decisions about the simplest type and format of the event to use
Greater understanding of the processes involved in event management
An understanding of most elements of event organization
More focused activity aided by thorough checklists and manuals
Better time management facilitating the chance for greater creativity
Who Should Attend
This training course has relevance to anyone likely to possess responsibility for the delivery of events for the organization but is new to the concepts and practicalities of this facet of communications.
Staff tasked with event delivery
Middle and senior managers tasked with the direct delivery of events or oversight of specialist sub-contractors
Senior operational managers with responsibility for managing teams whose role includes event management
Senior managers up to the Board level with responsibility for the strategic use of events as a part of the organization’s PR and marketing strategy and their effective deployment
Course Outline
DAY 1
The Role of Events in your Corporate Strategy
Analyzing your Corporate Strategy and Plans to develop an occasional Strategy
Assessing your Needs
The Importance of Clarity of Purpose and Audience Needs Analysis
Choosing the proper Events to suit the Objectives
Budget - Staff, Time, Materials Money
Creating an occasion Management Plan
Venue Choice and Suitability Assessment
DAY 2
Event Planning: the idea and Practice
The Importance of Messaging
Developing your Corporate Story
Brand and its Expression in your Event Concept
Consistent Messaging and Tone across Events
Sponsorship and Long-term Partnership / Alliances
Event Promotion and Marketing
DAY 3
Event Management
Scheduling - The Long-term Plan
Building up your Palette of kit, Staging, and Brand Collateral
Contracting and Managing a Suppliers List to Deliver your Plan
Flawless and Consistent Contracting that omits No detail
Managing Suppliers on Site
Entertainers, Speakers, and Hosts – Selection, Briefing, and Support
Exhibitions and Displays
DAY 4
Invitations, VIPs, and Hospitality
Developing your Social Engagement List of VIP Stakeholders
Briefing your Team and Senior Managers, Speakers, and Honorees
Working with VIPs, their Diaries, and Social Teams
Hosting, Greeting, Farewell and Follow-up
Creating Mementoes and Publicity Collateral
Planning for each Contingency
Staying Safe - Risk Assessment and Events
DAY 5
Bringing it all at once
Managing the Media across your Program - Press Releases, Packs, and Gifts
Conducting Interviews and Briefing Interviewees to create Messages
Photography and Videography as a Cumulative Record – Developing ‘B’ Roll
Social Media and Remote Event Additions to reinforce Coverage
