Information Sheet 2 .

2 - 1
Key objectives and components of the event

Learning Objectives:

After reading this INFORMATION SHEET, YOU MUST be able to:

1. Outline event components for different types of event

2. Formulate key objectives in developing an event concept

Time Allotment: 45 minutes

Introduction: As what we have learned from the previous modules,
Event management is the process of creating and maintaining an event. This
process spans from the very beginning of planning all the way to post-event
strategizing. In this module you will be able to understand more deeply the
objectives and the components of managing an event.

What is an Event Concept?

 Event concept is an overall picture of the total event.
 It is the practical application of your event theme.
 It encompasses the different practical elements that helps you bring your
event to life.

Events objectives and components.

Aims/Goals/Objectives of an event

 It is the foundation of your event that will provide a roadmap to your

event planning. Even a simple family reunions, anniversary party,
birthday party or local events may have measurable objectives, such as
having people over, enjoyment, and entertainment level of guest.

Why is it important?

 Events concept is essential because it provides framework for planning

and organizing the event.
 It ensures that all aspects of tour event are aligned with your goals and
objectives.

 For an event to be successful it requires a clear and robust concept,

which is aligned with the event aims, the needs of the target market and
other relevant stakeholders. Having a very clear set of aims and
objectives for your event in terms of what it is to achieve is critical for a
host of reasons. It is essential that the aims and objectives of your event
are defined and agreed at the outset, although they may also be
developed and refined as the project progresses. Aims relate to the overall
intent, strategic direction and purpose of your event i.e. the primary
motivations. Objectives are essentially aims broken down into specific
targets, to facilitate event delivery and evaluation.

When planning an event for your client it is imperative to understand what the
goal/objective of the event is and why your client wants to produce this event.

These questions helps define the goals of an event.

1. Why do you need the event?
2. Who will benefit from this event?
3. What do you want to achieve by organizing an event?
4. Where do you plan to put the event?
5. How will you implement it?

The goal and objective of the event should be the focus of every decision made
for your client and for the event moving forward in the planning process. Make
sure that everyone on your organizing team and clients understand these key
objectives before developing an event concept, this is why you need to outline a
session with all the potential stakeholders of the event.

When setting event goals, use the S.M.A.R.T. framework which helps its users
create goals that are specific, measurable, achievable, relevant, and time-
bound.

Being more purposeful and thoughtful about the details surrounding a goal
system can help with that. Here’s an example of how a generic goal and an
S.M.A.R.T. goal differ: makes it more likely you’ll achieve the desired outcome.
The S.M.A.R.T.

To create a truly smart goal, avoid generic, sweeping statements that offer little
insight into the desired outcomes of your event. Let’s review all the elements of
a S.M.A.R.T. goal.

S: Specific
A specific goal narrows down the type of success an event organizer seeks.

Imagine having a goal of visiting Thailand. While that is a goal, it doesn’t go

into detail about whether you’ll travel solo or with other people, your specific
destination, why you’re going, what you’ll do while you’re there, and how you’ll
get there. Lack of structure makes the goal less likely to happen.

Now, let’s explore what this looks like in the world of events:

 Non-specific goal: I would like this to be a thought leadership

conference.

 Specific goal: I'd like to boost our thought leadership by securing five
leading experts in our field to speak and be associated with our brand,
thus attracting a 20% larger audience than last year.

Where a broad goal leaves room for interpretation on whether or not the goal
was met, a specific one allows you to clearly define what was achieved –– and
what wasn't.
M: Measurable
A measurable goal typically relates to how you’ll evaluate the goal in a
quantitative way. Some of the measurable outcomes of an event are:

 Registrations
 Revenue generated
 Number of attendees
 Total sponsor leaders
 Event Net Promoter Score (NPS)
 Average time spent at your event
 Overall return on investment

Take a look at these two examples and guess which one is more effective:

 Unmeasurable goal: We need revenue from sponsorship dollars.

 Measurable goal: We need 7% of revenue to be generated by sponsorship

dollars.

A measurable goal matters throughout the event lifecycle as it can be tracked

and quantified. From there, setting future goals often gets easier as you can
benchmark against previous results.

A: Achievable
Once a goal can be measured, you’ll be able to define what will indicate the
goal has been achieved. While you want to be ambitious, it’s also important not
to let your goals get too outlandish –– to the point where you have no real way
to achieve them. Event goals that stray from realistic business goals may not
be taken seriously, which results in less buy-in from your team.

Here’s why research makes all the difference when setting your goal:

 Unachievable goal: We want 100% turnout.

 Achievable goal: The average turnout per virtual event in the past has
been 74%, so we’re aiming for 80% turnout this year.

Setting an unachievable goal and thus failing to meet it will leave stakeholders
with the impression that your event was a failure and jeopardizes the chances
of hosting follow-up events. Taking more of an “under promise and over
deliver”-type approach is more likely to turn stakeholders into loyal partners
long term.

R: Relevant
Would you pack a winter coat for a trip to Thailand? Not if you did your
research. Research provides insight into what’s relevant to your audience and
internal stakeholders.

Can you spot the misstep in this goal?

 Irrelevant goal: For our product launch, we want to see how many t-
shirts were sold.

 Relevant goal: For our product launch, we want 45% of audience traffic
to flow through our new product booth by the end of each day.

In this example, the number of t-shirts sold doesn't necessarily make a large
impact on what stakeholders would want to see in this case, which is exposure
to a new product.

Goals that aren't relevant to those they serve tend to be overlooked. And if
goals are ignored, what was the point of setting them in the first place? Be sure
to understand how your outcomes will make an impact on the teams that
matter within your organization.

T: Time-bound
Your goal is taking shape: It’s specific, measurable, achievable, and relevant.
But when is the right time to start and finish measuring success?

Setting a time-bound goal means that the goal is aligned with a specific
timeframe so anyone reviewing it or acting upon it knows the deadline.

 Not a time-bound goal: We would like more social media followers.

 Time-bound goal: By the end of each conference day, we want a 4%

increase in social media followers across all platforms.

Timeframes are critical because they keep your team accountable. Your team
will understand the confines of the event goals and how to develop objectives
that will help them meet those goals on time.

Why do you have to meet with your stakeholders?

 Key objectives and components of the event are identified, clarified and
agreed in consultation with the stakeholder( which may include multiple
contractors, substantial catering information, speakers , performers or
exhibitors)
 You have to understand their needs and their expectations to outline
your event concept clearly. Find out those expectations coincides with
 yours and your potential attendees. If some information overlaps make
sure to suggest and explained your side as an experienced event
organizer. This exercise will help you along the line to create an event
concept that align with your stakeholders vision without compromising
the interest of your attendees

A client will often hold an event to:

 Promote sales opportunities

 Increase the profile of the company
 Client appreciation
 Employee appreciation
 Maintain visibility in the marketplace
 Launch a new product
 To create an special and memorable experience for their personal events

Components of an events.
There are eleven foundational components that every event needs. Whether you
are planning a large conference, client appreciation event, or personal events,
use these key components to lay your groundwork for bringing the event to
life.

A. Event timeline
This timeline should include pre-event planning, event execution and post-
event activities.

B. Theme
An event theme can serve as the foundation from which to build. The theme
largely stems from defining the purpose for why you’re hosting the event. For
instance, is the purpose education, connecting with clients, raising money,
introducing a new product, etc.? Once you determine the purpose, move on to
creating a theme to bring consistency to every piece of the event.

C. Budget
Estimate your event costs and create a budget. Your available budget will
influence many event management decisions such as your venue, the
marketing and advertising methods, etc.

D. Venue
The event has to take place somewhere, and that involves logistics
management, food and beverages as well as the décor.
 E. Marketing
Once you’ve selected a venue, you need to start drawing people to it through a
marketing program that can include a website, social campaign, email and
print work.

F. Advertising
Hand in glove with marketing is advertising. That can include radio, TV,
newspaper and magazine advertisements.

G. Volunteers
A big event needs a big crew of people to get it off the ground and run
smoothly. That means volunteers, which means writing contracts, defining
their roles, setting up meetings and determining schedules.

H. Speakers:
You must have a keynote speaker or a group of speakers to attract an
audience. This involves contracts, curators to select the talent, a program, bios
and rehearsals.

I. Sponsors
All of this costs money, and a big event’s budget is supplied by its sponsors.
This again involves contracts, marketing and logistics.

J. Production/Entertainment
The production involves creating contracts as you work on creating an audio-
visual recording of the proceedings, as well as a sound and video broadcast
during the event.

K. Stage
The event takes place at a specific venue and on that venue is a stage on which
the event proper will be presented. That usually incorporates a projector,
screen, microphones, internet connection, batteries, cables and more.

L. Attendees
Don’t forget about the people attending the event! You’ll need communications
to inform them of event information, payment processes to collect fees, emails
to stay in touch, directions, badges and access points.

M. Communication
Recognize the importance of clear and effective communication on and across
the event site. This will be provided by the use of handled radios.

N. Health & Safety

Events recognize the legal requirements of the Health and safety at Work,etc
Act 1974, and other relevant legislation, as it apply to the activities of its
employees.

O. Security and Stewarding

Audience profile/crowd Management
Multiple contractors

Contractors make up a significant part of the labour force for most events,
providing services such as staging, entertainment, technical production,
ticketing, registration, catering, security, cleaning and waste management. For
this reason, this component of the workforce is a major concern from a human
resource perspective, necessitating the development of integrated internal and
external customer relations (Rothwell et al., 1998)

Common types of contractor services

1. Event design
Specialists in event design are briefed in the specifications required by an
organization for a conference, awards ceremony, incentive or product launch,
for example, develop the concept and cost it for the client

2. Production
In a general sense, production means putting on the event – from concept
through to implementation and evaluation. Sometimes production refers more
narrowly to the performance component of the event

3. Entertainment (Multiple speakers, performers or exhibitors)

Speakers, singers, dancers and musicians are just a few of the entertainers
who might be contracted for an event. For a concert or music festival this is the
core component of the event product and may involve promoters and agents.
Entertainment contracts are complex and mostly include a ‘rider’, an
attachment to the contract requiring additional payments by the event
organizer (Allen et al., 2005)

4. Lighting, sound, audiovisual and multimedia

All multimedia services can be outsourced, including the highly technical
requirements of a sophisticated multimedia presentation. These services are
often referred to as technical production

5. Logistics
Organizing event operations may involve a logistics expert to transport and
install all equipment and organize event elements such as crowd flow,
communications, amenities, computer systems, sound and lighting systems,
perimeter fencing etc., particularly in relation to temporary outdoor sites.
Logistics may also be responsible for the transportation of performers and
VIPs, as well as their equipment.

6. Registration
Large exhibitions generally use the services of a professional organization to
take registrations online using specialized software and to take remaining
registrations at the entry to the exhibition

7. Décor
Décor requirements may include props, chair coverings, balloon art and flower
arranging. In some cases, a themed event will require a complete design and
build.

8. Photography and video

Specialist photography and video services are common, with the results
available in different formats and online after the event

9. Staging
Preparing the performance space is a vitally important role and may include,
for example, specific lighting effects and other stage design features. Staging
can range from a simple stage and set to a state of the art, highly technical
grand opening ceremony

10. Catering
Most events require catering and there are numerous companies which provide
these services, including menu planning, initiating appropriate food safety
guidelines,

11. Security
Searching bags and premises and providing supervision of people (crowd
management) and property are some of the roles of security staff, many of
whom are trained for emergency management as well.
 Self-Check 2.2-1

A. True of False. Read the following statement. Write T if the statement is

True, otherwise write F.

1. Event theme is encompasses the different practical elements that helps

you bring your event to life. It is an overall picture of the total event.

2. Using the S.M.A.R.T. framework helps its users create relevant goals for
their events.

3. An event concept doesn’t really have to coincide and meet with your
objectives.

4. When planning an event for your client it is imperative to understand

what the goal/objective of the event is and why your client wants to
produce this event.

5. A measurable goal typically relates to how you’ll evaluate the goal in a

qualitative way.

6. It is not necessary to meet with your potential stakeholders and plan the
concept by yourself to avoid overlapping of idea.

B. Essay. Why is event concept important?

 Answer Key 2.2-1

A. 1. True
2. True
3. False
4. True
5. False
6. False

B. Events concept is essential because it provides framework for planning

and organizing the event. It ensures that all aspects of tour event are
aligned with your goals and objectives. (Own answer modification is
okay.)
Answer Key Self-check 2.2-1
1.
2.