Carr Communications 
P.O. Box 1400
Rolla, MO  65401
573-265-8615
FAX 573-265-6035
carrcom@rollanet.org


 SPECIAL EVENTS PLANNER


  1. You should ask yourself three basic questions prior to event implementation.

    2.  
    1. Is your idea feasible in terms of time and available resources?

      2.  
    2. Has it been done before?  {"New and different" events generate more interest.}

      3.  
    3. If it has been done before, can you do it so well or with a new twist so that it will appear to be done for the first time?

      4.  
  2. If the verdict is "Go", plan, plan, PLAN.

    3.  
    1. Determine the basics.

      2.  
      1. What are the goals?

        2.  
      2. Is the budget coming from the station or will the event be underwritten?

        3.  
      3. Should it be awareness-only or should it generate revenue?

        4.  
      4. What will be the theme or title of the event?

        5.  
      5. Decide on the date, site and time.

        6.  
      6. What will the entertainment or program be for the event?

        7.  
      7. Will refreshments or a bar be available?

        8.  
    2. Recruit the chairperson.  (You may wish to reverse "A" and "B" in order to involve the chairperson in the planning process.}

      3.  
      1. Discuss the goals with your chairperson.

        2.  
      2. Explain the basic components of the event.

        3.  
      3. Work out a realistic and written schedule that includes tasks and projected dates of completion.

        4.  
  3. The chairperson appoints committees.

    4.  
    1. Facilities and Logistics Committee:

      2.  
      1. Attempt to secure the site at no cost or at a reduced fee.

        2.  
      2. If refreshments or a caterer will be needed, select menu and request a written estimate.  (Again, as with all goods and services, stress that volunteers try to get as much, if not all, donated.)

        3.  
      3. Obtain any needed support materials, such as a platform for the entertainment, etc.

        4.  
    2. Entertainment Committee:

      3.  
      1. Decide on the first three choices for entertainment.

        2.  
      2. Check to see if the first choice is available on the chosen date.

        3.  
      3. Work on the mind set: Why would this individual/group want to perform for your event? (Especially at a reduced cost...)

        4.  
      4. Once you have your confidence about you, go get em'!

        5.  
    3. Development Committee:

      4.  
      1. Now that all the basics have been established for the event, the budget can be created.  Remember to include enough to cover promotion of the event.

        2.  
      2. Make a list of those individuals/companies who would benefit from the image association with your station.

        3.  
      3. As with the entertainment, work on the mind set. The underwriter will be benefiting greatly from the association.  What are those benefits?

        4.  
      4. Prepare both a verbal and print presentation.  The latter should include a concise and neatly prepared budget, underwriter benefits, a synopsis of the event and some basic station  promotional materials.

        5.  
      5. Make the appointment.  In the meantime, learn as much as possible about the prospect in an effort to strengthen the chances of success.

        6.  
      6. Good luck!!

        7.  
    4. Promotion Committee:

      5.  
      1. Set up a press release schedule and secure a list of area media reps that should receive press materials.  Note: Make sure the person responsible for writing the releases is skilled in writing for media.  Otherwise the chances of obtaining optimum coverage are reduced.

        2.  
      2. Decide on print materials that will be needed, such as posters, fliers, tickets, t-shirts, ads, photos for newspapers, buttons, etc.

        3.  
      3. Set up and oversee the schedule for printing, proofing, delivery and pickup of materials.

        4.  
      4. Prepare an article for the program guide.

        5.  
      5. Appoint a subcommittee to distribute posters/fliers in your city and any other areas/cities to receive materials.  (Volunteers should work from a previously prepared map and list of businesses that will accept posters and they should update it each time an event is scheduled.)

        6.  
      6. Meet personally with key media reps in the area in order to insure features in newspapers.

        7.  
      7. Set up appointments with commercial radio and TV stations to appear on local "talk" shows.

        8.  
      8. Of course, do the same with your own station.  Don't overlook this valuable resource.  Remember to allow plenty of lead time in scheduling to avoid putting the staff in an uncomfortable position.

        9.  
      9. Try to think of any other tasteful and effective ways that might garner added exposure for the event.  It might be asking various businesses to advertise the event on their electronic signs; a banner over a busy intersection; anything that will promote the "special happening" in a positive manner - the more creative the better.

        10.  
    5. DIRECT MAIL COMMITTEE: (Optional)

      6.  
      1. Determine the group(s) you wish to target.

        2.  
      2. Prepare a "clean" list of those individuals included in your target group.

        3.  
      3. If using something other than a simple letter as the direct mail piece, work with the Promotion Committee to prepare the print materials.  The reason being, the direct mail must be in keeping with the graphic theme of the event and must fit into the overall printing schedule.

        4.  
      4. Solicit volunteers to prepare the direct mail for bulk or first class mailing.

        5.  
      5. If a response from the mailing is required, appoint a volunteer to monitor that response and maintain necessary paperwork.

        6.  
  4. Develop a process for effective staff/volunteer interaction and evaluation.

    5.  
    1. Set up a rigid schedule of regular meetings with volunteers so that staff can monitor progress and provide any needed assistance along the way.

      2.  
    2. During these meetings give volunteers the necessary positive reinforcement and constructive criticism so that they will feel they are making a significant contribution.

      3.  
    3. Make it mandatory that the chairperson for the event provide a summary report after the fact:  not only a chronological synopsis of the planning, but also those things that were successful, those that were less than desirable and recommendations for "next time".
The above are basic steps required in order to host a successful event.  Along the way, you will be able to add to this outline. Share those newfound and creative pieces of information with colleagues around the country. Not only will they appreciate it, but you will also be furthering the camaraderie and networking that is so vital to this system.