Successfull Event Activation:

Stage 2 - Implementation of the Planning Process

Last edition we took a look at the first stage of the event management process: conceptualisation – coming up with a winning creative concept. The next stage, Implementing the Event Planning Process, is the step we’ll now explore.

The importance of thorough planning cannot be underestimated, since it’s at this stage that a foundation is laid for the remaining steps: execution of the actual event and finally, evaluation and reporting. It’s well-known that “if you fail to plan, you plan to fail”.

Expert planning takes into account all aspects of an event, whilst keeping the ultimate objective in mind – immersing the customer in a brand experience that holds impact.

To start with, event planners focus on strategy development, detailing explicitly how the creative concept will be used to meet the client’s business, marketing, brand as well as event-specific objectives.

Next comes creative development, where copywriting, the event logo, website, invitations, menu cards, and clothing etc are thought up according to client branding, the event theme and any message and tone guidelines. If required, gifts are prepared, sourced and personalised. After consensus from the client we begin the creative execution, consolidating the above and putting the process into motion.

With ongoing clients, event planners often compile an event manual guideline, detailing how the client’s brand is translated through events. The guideline includes useful details for future events, such as the client’s logo and colour palettes.

With the creative side under control, the focus shifts to the logistical planning. There are many details to consider and plan for including: securing and setting up of the venue, sourcing and managing entertainment and/ or speakers, catering, transportation, accommodation and services that include toilets, parking and signage. With so many things happening simultaneously, making an effective and realistic schedule will go a long way in ensuring the event flows smoothly.

Closely linked to logistical planning is risk management analysis, whereby event planners identify and review threats and disruptions such as power, telecommunications, health and safety. It’s wise to have contingency plans – a generator could save the day if the lights go out! When it comes to crowded public events, well-prepared event planners take precautionary measures such as notifying hospitals and emergency services in the area.

Of course, no event can take place without careful management of finances. This involves constant weighing up of the current and projected costs against the agreed budget, and keeping the client informed on an ongoing basis.

Throughout, event measurement criteria (determined in the conceptualisation stage) are kept in mind. Now would be the time to re-evaluate the criteria, and to ensure that each step of the planning process is aligned to these event measurement criteria.

Though planning is an entire stage of event management, because of the unique nature of each event, planning is a process that needs to take place continuously from conceptualisation till after the event.

So, from the tireless “dress rehearsals” and preparation, on to the next stage as the curtains roll open. Look out in the next edition for the Execution of the Actual event!