Special Event Planning - Develop Your Master Plan

By Heidi Richards Mooney

Photo from: inc.com

"The master plan is the plan you create to ensure you have covered your bases when planning your event. Doing so will increase your chances of having a wildly successful outcome, leading to more referrals, happy clients and more sales." Heidi Richards Mooney

Want to have a kick-butt event that people will remember and talk about to their friends? All you need is a plan and people committed to following it! I have hosted and co-hosted hundreds of events for my business and nonprofits alike. The ones that were the biggest success followed a few simple principles each and every time.

Here they are:


Create your checklist. A checklist provides an organized roadmap to executing your event. What resources will you need, donations, people, money? -- A sample checklist is included below.

Create a Timeline! This should be a part of the checklist and is perhaps the most important component of the document that will ensure the success of your event. The timeline should include items such as when programs are printed, when invitations/brochures should be printed and mailed, when to start the media or publicity campaign, when to order decorations. It includes registration deadlines. If it has not already been determined, the timeline also includes the location of the event.

Create your budget. This should include all revenue opportunities (registration sales, tickets, donations, sponsorship, concessions). It should also include expenses for printing, lodging, food, supplies, security, speakers, permits, insurance, postage and miscellaneous items yet to be determined.

Think about logistics. They include the size of space needed for the event, setup (tables, chairs, parking, signs, port-a-potty's, tents), cleanup, emergency plans, transportation and the services that are provided by police and fire departments.

Promote the event. What is the major objective of the publicity? Is it to raise awareness or attendance? Is it to build good community relations? If you do not have a media list, it is never too soon to start creating one.

Whom do you know who works for local print, radio and television? Whom do you know who knows someone who does? If it is a local event, drawing on the local community, find out if a local Media Guide or directory is published.

Many newspapers have these resources, and so do many libraries. If it is a national event, look for national media directories for assistance. There are several to choose from. Some of the ones I use are: Gebbie Press All-in-One Directory (1.845.255.7560), Bacon's Media Catalog (1.800.621.0561) and Bradley Communications (1.800.989.1400). These directories are available on disk or books.

Here's a step-by-step checklist to help you organize your event.
Task:
___ Select members of the planning team. Include leaders of specific events to be completed by (date).
___ Develop the master plan by (date). This may include the theme, location, etc.
___ Choose the date for the event by (date).
___ Select secondary team leaders (subcommittee chairs) for logistics by (date).
___ Recruit or hire team members for logistics by (date).
___ Create your publicity/media campaign. Alert the media of photo and interview opportunities by (date).
___ Prepare the "copy" for print materials including program, registration forms, tickets, registration/identification badges, ribbons, awards, etc. by (date).
___ Plan the decorations by (date).
___ Develop the schedule of events. Distribute to each person on the team. Review assignments.
___ Determine how registration will be handled and by whom.
___ Create an Emergency Plan in case the event has to be cancelled or postponed.
___ Have a "dress rehearsal" of the event with all responsible parties to review roles and responsibilities of entire team the day before.
___ Have the Event!
___ Mail a copy of the program and thank you letter to sponsors and supporters of the event as soon as possible after the event.
___ Send hand-written thank you notes to your host (employer) and the team you worked with. If possible, include photos.
___ Evaluate the Event.

Want more ideas for having a successful event? Read 21 TIPS for Hosting a Special Event. 


Heidi Richards Mooney is a Professional Speaker, Business Coach and the Author of 7 books including "Rose Marketing on a Daisy Budget ~ How to Grow Your Business Without Spending a Fortune." She is also the publisher of WE Magazine for Women. Stop by www.speakingwithspirit.com to get a FREE copy of YOUR Marketing Calendar today! 

3 Ways to Make More Money From Your Event

Photo from: mylot.com

In these rough economic times, it's smart for event holders to look for other ways to make more money with their events; selling your tickets is just the beginning. Here are three ways to earn more income from your event.

1. Sell sponsorships. This is the most popular method event holders use for additional income. However, they are also often carried out wrong. Event holders usually go wrong with sponsorships because they don't give prospective sponsors enough detail, in advance, about how they can properly evaluate their results after the event is over. Although it can be difficult for an event sponsor to pinpoint their ROI, whatever method the event holder provides them to measure results will be appreciated. And that can help a sponsor determine if he or she wants to return next year. With that said, it's important for you to describe the benefits of sponsorship when it comes to the visibility sponsors will receive (aka CPM). For example, if you believe that a banner in a venue will be seen by 30 thousand people, let prospective sponsors know that. 
2. Place ads on your event website. A lot of your event promotion will probably be online, and events can create a lot of online traffic. One good reason to create a website for your event is so you can monetize the traffic you may receive before, during and after the event. Obviously, the main point of your event website is to support the event itself, give the necessary information to potential attendees, to give event details, etc. But, you can also easily turn the site into a source of revenue with a few well-placed and carefully-chosen ads; best of all, you'll have little interference to your primary goal. Be sure to work with companies who have products or services to provide that are relevant to your event and likely to be of interest to attendees. You could also put together "online-only" sponsorship packages, which are put together like ad buys and allow you to engage businesses as advertisers who may not have been interested in being sponsors. Don't have energy or time to sell ad space on your event website? Consider contextual advertising like Google Adsense; that makes it simple to show and monetize relevant ads. 
3. Sell merchandise. People love coming home from events with different items. But, a lot of times, those items end up in the trash. A better way to benefit from this desire is to sell before and during the event; this method works particularly well if your event supports a business that already sells items. You can use your event as an opportunity to give prospective customers a better idea of what you offer and encourage them to buy on the spot with discounts or special deals available only at the event. 

Need more tips? Check out 5 ways to make extra money from your event. 

5 Reasons to Create a Logo for Your Event

Creating an experience no one forgets is often a main concern for people who plan events. One of the quickest ways to capture the attention of attendees is through a core-branding image. So, if you want to develop a long-lasting memory, the quickest way to do so is with a quality event logo.

Whether you use a simple combo of initials in an appealing font or get more creative with a logo that has high quality art, creating a professional logo that embodies your event's spirit will promote an organized, unique tone and even simplify many tasks associated with planning.

Five of the best reasons to consider a logo for your next event are:

1. Differentiation.
2. Identity.
3. Unification.
4. Sticky visual image.
5. Perfect for take-aways. 

Read more about these reasons here!

Planning Special Events - Six Strategies for Success

Photo from: odesk.com

Whether you are in the event planning business, planning an event for a local nonprofit or planning an event to promote your business, the strategies needed to make your event memorable and profitable are extremely important. They require a certain amount of planning and a whole lot of commitment to achieve the ultimate goal: Having a Great Event people will remember and talk about long after the celebration has passed. And of course with the perfect number of guests in attendance!

Your ultimate goal is to host an event that leads to even more success, referrals, more business, and most likely, more people committed to the project in the future.

A special event is an event with a specific purpose such as a special occasion (celebration of a milestone, conference, party, awards ceremonies, fairs). Special events are different from ongoing programs in that they may be single, one-time productions or even once a year celebrations that people anticipate and plan for.

Here are my SIX Strategies for Success:

1. If a company or host has hired you, they have already determined that the purpose of the event is important enough to warrant the expense and time necessary to put it on. If you are a volunteer leader, this must be the first step in determining whether or not to pursue the idea.
2. Do you need a team of volunteers/paid staff to execute a successful event? Involve your team in the planning. This core group will help develop the theme, select the location and determine who else should be involved.
3. Determine the purpose of the event. Is it to make money? Is it to increase awareness of the product, company or organization? Is it to celebrate a success or a milestone? It might be a combination of all three. Once you know the purpose, you can plan accordingly. 
4. Who is the target market? If you are an event planner, you may not be involved in that part of the planning. Your job may be just to stage an extraordinary event. The company or organization may be responsible for attendance. However, you will have input and connections. Be sure you offer feedback and share those connections with the "powers that be."
5. How will you measure the success of the event? By the number of attendees, by the amount of money raised, by the number of people interested in helping out with future events?
6. If this event has been hosted in the past, talk with others who have worked on it before. Get their advice and support. Seeking the opinions and advice of others will help to elicit support for future success of the event. Find out what went right, what went wrong and how they measured success in the past. What are/were their expectations of this event? Were those expectations met or exceeded? If not, what would they have done differently?

Heidi Richards Mooney is a Professional Speaker, Business Coach and the Author of 7 books including "Rose Marketing on a Daisy Budget ~ How to Grow Your Business Without Spending a Fortune." She is also the Publisher of WE Magazine for Women. Stop by www.speakingwithspirit.com to get a FREE copy of YOUR Marketing Calendar today!

How to Plan Your Product Launch Event

While creating a new product can be intimidating, actually launching said product is another stress altogether. Although your product may not be as big as the latest iPad, you can still put together an event that will garner attention for it. Here are a few tips:

Timing. The timing of your launch can be the difference between success and failure; this is particularly true if your product has an international audience. Be sure you know what the good and bad times are for your launch. A couple of other things to keep in mind: 1) The kind of product you're launching will influence when you release it; 2) You must be willing to postpone the event if you're product is not ready. It's better to reschedule than debut a product that's not ready for public consumption.

Purpose. The purpose of your launch isn't just to get exposure and spread the word, you also want to reach a particular audience that will turn into someone who'll pay for your product. With that said, choose a specific gaol for your event. For example, do you want sales, media coverage, consumer awareness, etc.? By knowing your direction, you'll be able to focus on the kind of event you'll have. There are three main types:
    - Trade events where you may invite important industry influencers like editors of trade publications. Also, this can be a series of events in several locations or over a period of time
    - Media events where you educate important media members who've been invited to review your product. This may be in press conference format.
    - Consumer events that let you introduce your product to both old and new customers.
Whatever you do, don't try to host one event that caters to many audiences. Keep your target audience narrow.

Venue. You want your target audience to be able to get to your venue as easily as possible. Additionally, you may want a location that will reflect your product in some way. Consider carefully where you'll launch it since the location will say a lot about your business.

Experience. The most difficult part about planning your event will be how to create something that your audience will remember and something they'll feel was worth attending. So, if the media is your target, be sure that you give them enough information to do their job effectively by giving them access to your product. If you're targeting consumers, think about giving a discount on the item in addition to having them experience it.

Following up. In the days after your event, it's very important that you keep the momentum going for your product. So, follow up with the target audience, and contact the people who showed interest. Your launch event should be the beginning of your launch process. Tie it in with your continuing marketing efforts.

With proper planning and implementation, you can be sure your product launch will start off on the right track.

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How to Get Event Sponsors

If you're an event planner, you probably know that planning often includes tight budgets, so being able to make the most of your financial resources is key. Event planners often seek out sponsors to ease some of the burden and give more support. Here are some tips on how to find and secure sponsors for you next event:

Begin slowly. Don't ask "for the moon" immediately. Since you're developing a long-term relationship, you must prove yourself first. Securing a sponsor is the first leap of faith for them. Once you have proven yourself and shown that you're a good fit, you'll have more power to bargain, and you can ask for more.

Remember, money isn't everything. If a sponsor isn't willing to supply funds immediately (or ever), don't be surprised. Money is not the only valuable thing a sponsor can provide; look deeper and find other ways you can work together. Ultimately, there are two ways to increase profit: increase revenues or decrease expenses. So, if a sponsor won't give financial support (increase revenues), they might be able to supply products, supplies or materials, which will eventually lower your expenses and/or improve your guests' experiences. With that said, be open to different possibilities.

Read the rest of the tips here...

Best of luck in your sponsor search! 

How to Begin Your Event Planning Career

In simple terms, an event planner is a person who organizes events. Usually, when people think of events, they think of something grand and fabulous, an occasion where people get together, whether it's a wedding, festival or family reunion. But, there's almost always someone needed to ensure the event's success...and that's where event planners come in!

You don't need formal training or education to succeed as an event planner. If you're talented, creative, determined and willing to put in the work, you can definitely become an event planner extraordinaire! Here are some tips:

Learn all you can about the profession. The term "event planner" is broad and entails everything from corporate planners to wedding planners to catering/hospitality coordinators. Take some time, in the beginning, to read books, research online and talk to real event planners to figure out what areas you're most interested in and to become familiar with the expectations you'll have on the job.

Assess your talents. Successful event planners combine both great interpersonal skills and organizational ability to determine exactly what their clients desire, and they get the job done. Other important talents: resourcefulness and creativity that sets your skills apart from competitors.

Educate yourself. Although you don't need a degree to become an event planner, certain areas of study may impress potential employees and clients. These fields include marketing, public relations, human resources, advertising, business, hotel and restaurant management and hospitality and tourism. If you want to develop your skills and enhance your natural abilities, degree programs are available specifically in event management; there are also industry educational seminars and home study courses.

Develop your material. Before you begin your job search, organize your self-promotion material so they represent you at your best. If you don't have a lot of actual experience on your resume, consider volunteering to work with an event planner, you could organize a small, local event. Be sure to ask the people involved for letters of recommendation for you to show future employers or clients. Additionally, have photos of your work in your portfolio to show what you have done (and can do).

Determine who's hiring. While you're using job advertisements to look for work, you should also directly contact any organizations you'd be interested in working for. Associations, larger businesses, non-profits, universities and municipalities need event planners, and so do hotels, tourism bureaus and other organizations. Asking a simple question: "Who plans your meetings and events?," could lead to the job of your dreams.

For five more tips on becoming an event planner, check out our source: 10 Steps to a Job as an Event Planner.

8 Elements You Need for Your Event Planning Website

If you own an event planning company, you probably have a website (and if you don't, you definitely need one). Here are the aspects you need for your site to be successful:

1. Clear navigation. Your website's navigation lets your clients know how to find the info they need. The simpler it is to get around and read it, the more engaged and interested people will be in your services. A prospective client on your site shouldn't have to spend time figuring out how to work their way around it.
2. An "About Us" page. A general description of an event planning company will not help your business. The "About Us" page on your website should talk about what makes you and your company different. A few questions to answer include: What motivates you? Why do you plan events? What are your interests? What do you love? What inspires you?
3. A professional photograph of you. Event planning is a personal business. So, potential clients want to see how you look and your style. People are more likely to contact you if they feel a connection with you and your website. And if you have other planners working with you, include their photos as well.
4. High quality images. Your website needs photos of events you've done from professional photographers. If you use photos from your smart phone or your own camera, you won't give a professional look and feel to your site.
5. Blog. This helps you connect to your visitors. Your blog will let them know things about your business they didn't know, give them tips and a place for you to share any deals, products and/or new services. Also, you can share links from your blog on your social media accounts. Finally, your blog is the best place to highlight all of your events.
6. Clear and simple to find contact info. It should be very easy for website visitors to find your email and phone number. Although you may have a contact form, still include your email, business address (if applicable), phone number and social media information.
7. Reviews and testimonials. Word of mouth is the best marketing you can get. Having customer reviews and testimonials provides proof that you've planned events before (or have done this many times) and have pleased customers. If other websites have good reviews for your business (like Yelp or Google), include a link to those sites on your website.
8. Have consistent colors, fonts, look and feel. Every page on your website and blog should have uniform colors, fonts and overall style. Prospective clients need a good feel for your style and brand by looking through your site.

Have more tips? Please share below!




[Source; Photo Credit]

Tips for hiring an event planner

It's important that you obtain the right person or company for your event whether it's your first time hiring outside help or if you just need someone from time to time. So, you need to be sure you spend time searching for the best event planners, and check out their work carefully.

Here are a few tips to help:

1. Determine your event's objective.
While many people think that hiring an outside planner starts with figuring out the budget, it's more important to start by determining why you're having the event in the first place. So, before reaching out to resources to help you plan, you need to be able to share the important objectives of the event: who, what, when, where, why and how. Also, remember that you'll have time to make any adjustments.
2. Ask yourself: "Why am I hiring an event planner?" Once you've figured out your objectives, you'll begin to get a few clear ideas about the event's theme and the message that will be conveyed. But, most importantly, you have to determine what services and activities you need the event planner to handle for you. For instance, will they help you choose a venue? Do they need to find speakers and/or entertainment? Will you need them on site at the event?
3. Estimate your budget. Now that you have your objectives, you can create a general sense of the cost for the different elements of your event. The costs associated will differ based on the kind of event you're hosting and what it entails.
4. Look for a qualified event planner. While word-of-mouth is a good way to find an event planner to hire, it's probably not the most effective way. If you're looking for the best, you should research individuals who are experienced and have a strong reputation in the event planning community.
5. Look for an event planner through professional affiliations. In general, whether it's a corporate meeting or social event, the rules of hiring an event planner are the same: You want someone who has the expertise in the type of event you're holding. So, consider chapters of professional membership groups like Meeting Professionals International, the Association of Wedding Professionals, etc. 

For 10 more tips, check out How to Hire An Event Planner.


If you need assistance in planning your next event, let Anointed Affairs help! Contact us today for more information. 

Tips for throwing an office party

Thinking about putting together an office party for your workplace? Check out the tips below to make sure a fabulous time is had by all:

Get assistance. One way to do this is create a committee with the more social staff members. They will be able to give you some ideas, and by allowing them to be a part of the process, you can basically ensure there will be less complaining about the party plans. Additionally, ask for ideas from your employees by gathering answers on a brief questionnaire or set up a suggestion box.

Leave the office. Have the party at another location so everyone can get away from the office and the work-vibe. If you don't want to have it at a restaurant or hotel, try something different like an art gallery, museum or even a country inn.

Bring in the noise. Music is always good, so if you can, hire a DJ or live band. If you can't afford either, be sure to bring an iPod or a CD player. You can have employees bring their favorite CDs and have someone be responsible for regularly changing the albums to make sure a variety of music is played.

Guests. If you have the party in the afternoon, it makes sense to have an employee-only event. If it's an evening affair, however, letting employees bring a guest helps them keep the peace in their homes.

Be responsible. For the most part, you should provide festive and tasty non-alcoholic beverages. In certain situations, you could be held liable if an employee causes an accident while driving intoxicated after your party. Your options: Limit alcohol consumption, give employees rides home or establish a designated car pool.

Do you have any tips for throwing an office party? Please share below : ) (And if you need assistance in planning your office party, please don't hesitate to contact us: anointedaffairs@gmail.com).

Photo from: celebrations.com; Source