A Blueprint for Planning Special Events
By TINA L. PUGLIESE, APR, Pugliese Public Relations
A special event is a one-time event focused on a specific purpose such as a groundbreaking, grand opening or other significant occasion in the life of a business.
The following steps are offered to help guide your event planning.
Develop strategies for success
- Make sure the purpose for the special event is important enough to merit the time and expense needed to properly stage, publicize and evaluate the event.
- Carefully match the type of event that is selected to the purpose that it serves. Do you want to reach out to new users or thank your supporters?
- Select a working committee with broad representation.
- Target groups that have a special stake in the business such as politicians and business leaders.
- Start planning at least three months, and in many cases, a year ahead of time.
Develop ways to evaluate the event's success.
Make a Checklist
A checklist provides a step-by-step guide to organizing and executing a special event.
Create a Budget
The objective is to provide event planners with a financial blueprint. The budget should be specific, and include revenue opportunities, if any, as well as expenses for printing, permits, insurance, speakers, and food.
Consider Logistics
There are many details to be checked. Major areas to consider and plan for include: size of space or building used, utility support needed, setup (tables and chairs, tents, portable toilets, parking, signage), coordination, cleanup, emergency plans, transportation, and public services such as police and fire departments.
Plan Publicity
Promoting a special event takes creative thinking balanced with practicality. The primary objective is to publicize the event, but secondary objectives should be considered:
- Are you trying to inform, educate or entertain?
- Increase awareness or attendance of the event?
- Build a base support from a specific audience?
- Facilitate good community relations?
