Event Planning for News Organizations

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EVENT PLANNING FOR NEWS ORGANIZATIONS



WHY EVENTS?

BECAUSE THEY …

▸ Drive revenue

▸ Create connec'ons

▸ Develop loyalty

▸ Build your reputa'on



AGENDA

WE’LL DISCUSS

▸ What makes a good event

▸ Event ideas

▸ Basic event planning concepts



WHO IS FLANZ?

HOW COME YOU GET TO TELL ME WHAT TO DO?

▸ Freelance writer, editor and event planner

▸ Journalist who transi'oned to event planning in news companies

▸ Plans a variety of events — 2,000-person galas, 30-person classes, elec'on forums, film showings, trade shows and launch par'es

▸ Cause Barry Smith says I do

http://nevadapress.com/



LET’S GET DOWN TO IT



THE PROCESS

STEPS TO EXECUTE FOR A GREAT EVENT

▸ Define the main goal of the event

▸ Make founda'onal decisions

▸ Put someone in charge and commit resources

▸ Build a plan

▸ Do the plan

▸ Have an event

▸ Follow up



THE PROCESS

EVENT PLANNING IS AN ITERATIVE PROCESS

Make logis+cal decision

Make it happen

Monitor progress

Adjust plan to circumstances



STEP 1: WHAT’S THE WHY?

BEFORE PLANNING DEFINE PRIMARY WHY:

▸ Grow Audience

▸ Drive Revenue

▸ Increase Reach

▸ Improve Community

▸ Inform Community

▸ Promote Civic Engagement



STEP 2: BUILD A FOUNDATION

WRITE THE GOALS FOR THE EVENT

▸ Be SMART:

▸ S: Specific, significant, stretching

▸ M: Measurable, meaningful, mo'va'onal

▸ A: AWainable, achievable, acceptable, ac'on-oriented

▸ R: Realis'c, relevant, reasonable, rewarding, results-oriented

▸ T: Time-based, 'me-bound, 'mely, tangible, trackable




MAKE FOUNDATIONAL DECISIONS

▸ Time

▸ Loca'on

▸ Budget

▸ Audience/Customers

▸ Clients




RECOGNIZE THE TRIPLE CONSTRAINTS

Cost/Res

ources Scope/Quality

Schedule/Time



WHAT KIND OF EVENTS CAN YOU PLAN?



EVENT IDEAS

THINK ABOUT … (MORE IDEAS AT PANEWSMEDIA.ORG)

▸ Bridal fairs/shows/expos

▸ Industry awards

▸ Business seminar series

▸ Ci'zen awards banquet

▸ Yard sale

▸ Poli'cal forums

▸ Career fair/expo

▸ Baby/kid/family/mom expo

▸ Food/wine tas'ng/fes'val

▸ Concerts/film showings

▸ Health expo

▸ Home & garden show

http://panewsmedia.org/docs/default-source/marketing-documents/the-big-book-of-events-final.pdf?sfvrsn=0



EXAMPLES FROM PANEWSMEDIA.ORG

REIMAGINE MAIN STREET SEMINAR SERIES | OBSERVER-REPORTER ▸ Sponsors: Self-sponsored

▸ Target Audience: Business owners/professionals

▸ Date: November

▸ Planning: 2 months

▸ Cost of aWendance: No charge

▸ AWendance: 120

▸ Cost to host event: Under $1,000

▸ Net profit: 20 new clients

▸ How promoted: House print ads, online and social media





BRIDAL SHOW | READING EAGLE▸ Sponsors: Travel agencies, bridal dress shops,

recep'on facili'es

▸ Target audience: Engaged couples

▸ Date: Fall


▸ Cost of aWendance: No charge

▸ AWendance: 301 - 400

▸ Net profit: $10,000 - $15,000

▸ Staffing: 1 - 5 newspaper employees

▸ How promoted: House print and website ads, radio





SUPER HERO DAY | ALTOONA MIRROR▸ Event: Organized alone – held at conven'on center

▸ Sponsors: 3 – including local retailers and social service groups

▸ Target Audience: Adults 25 - 34

▸ Date: Spring


▸ Cost of aWendance: $1 - $10

▸ AWendance: 1,001 - 1,500

▸ Cost to host event: $2,500 - $5,000

▸ Covered by sponsorships: 41% - 50%

▸ Net profit: $5,000 - $7,500


▸ How promoted: House print and website ads, cable, radio, billboards, online, mobile, Facebook, TwiWer

Children dress as their favorite super hero and enjoy games and ac'vi'es, including an obstacle course, bounce house, and parade along with visits from Batman, Superman, the Green Lantern, local firefighters, policemen and military service personnel.





ELECTRIC CITY CRAFT BREWFEST | THE TIMES-TRIBUNE▸ Event: Organized in conjunc'on with The Scranton Cultural Center

▸ Sponsors: 5 – including local beer distributors and car dealerships

▸ Target audience: Adults 25 - 34

▸ Date: Spring


▸ Cost of aWendance: $31 - $40

▸ AWendance: 1,501 - 2,000

▸ Cost to host event: Over $25,000

▸ Covered by sponsorships: 11% - 20%

▸ Net profit: $10,000 - $15,000


▸ How promoted: House print and website ads, cable, radio, billboards, online, mobile, Facebook, TwiWer, guerilla marke'ng

Sample some of the na'on’s best cral beers, including locally brewed favorites, as well as food tas'ngs from local restaurants. Sessions offered by Beer School include “Beer for the Wine Snob,” “Puckering Up to Sour Beers,” and home brewing workshops.


MAKE YOUR EVENT FIT THE AUDIENCE



AUDIENCE ANALYSIS

DEFINE YOUR AUDIENCE, THEN ASK

▸ What would guarantee good 'me?

▸ How much are they willing to spend?

▸ What kind of experience do you want to offer?

▸ What would be the highest praise from someone who enjoyed this event?




WRITE THE LEDE

▸ Sum up 'me, loca'on and budget in one sentence for everyone to refer back to:

▸ The lecture series will happen on the first Wednesday of each month and aWract 30 par'cipants.

▸ The trade show must accommodate 50 vendors and 1,000 par'cipants and produce a net profit of $10,000.

▸ The free educa'onal event will aWract 100 people, 15% of which will become paying adver'sers.



BUILD A PLAN



BUILD A PLAN

CREATE A TASK LIST

BREAKDOWN THE EVENT INTO CATEGORIES THAT NEED TO BE PLANNED:▸ LocaIon

▸ Lodging

▸ Food

▸ Decor

▸ Theme

▸ Programming

▸ MarkeIng

▸ RegistraIon

▸ TransportaIon

▸ A/V

▸ Printed Materials

▸ Financials

▸ Partnerships

▸ AdverIsing



BUILD A PLAN

BREAKDOWN TASKS BY CATEGORY

▸ Try a tool like www.mindmeister.com for easy bubble charts

http://www.mindmeister.com



BUILD A PLAN

CREATE A TIMELINE FOR EACH TASK AND CATEGORY

▸ Determine:

▸ Task

▸ Dura'on

▸ Dependancies

▸ Deadlines

▸ Comments



BUILD A PLAN

CREATE A TIMELINE FOR EACH TASK AND CATEGORY

Task Duration Dependancies Deadline

Make list of locations 1 day

Research locations 2 days List of locations

Get Estimates 1 week Research

Sign contract 1 day Estimates Oct. 15



BUILD A PLAN

CREATE A BUDGETIncome Quantity Price TotalSponsors 3 $3,000 $9,000Registration 30 $15 $450

Subtotal $9,450

Fixed Costs Quantity Price TotalRoom Rental 1 $750 $750A/V 1 $500 $500Lunch 35 $10 $350

Subtotal $1,600

Variable Costs Quantity Price TotalPrinting 75 $0.15 $11.25CC Fees 25 $2 $50

Subtotal $61.25

Income Total $9,450Fixed Cost -$1,600Variable Cost -$61.2510% Buffer -$170P/L $7,618.75

DEFINE ROLES, DECISION MAKERS, AND A CLEAR CHAIN OF COMMAND

PRIORITY No. 1



BUILD A PLAN

TRY A RESPONSIBILITY MATRIX (RACI)

▸ Responsible ▸ Accountable ▸ Consulted ▸ Informed

Mom Dad Joey Susie

Pack duffle bags A R R R

Fuel car R A I I

Load camping gear C A R R

Reserve camp site A R C I



BUILD A PLAN

ESTIMATE TEAM NEEDS

Task Total Hours Duration Number of

PeopleTraits/Skills needed Candidates

Manage ticketing

20 Entire process 1-2

Organized, detail-oriented, good with numbers

Mark, Jill

Coordinate with location 10 Entire

process 1People person, knows how to negotiate

April, Jack



DISCUSSION

Event Planning for News Organizations

Business

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