Start with a plan! This presentation is an effective event management plan I created after conducting a 6 month assessment of one company's event management processes. It includes evaluation, SWOT and a suggested solution of a cloud based project management software.

1. Event Management Plan
Presented By Natia Seegars
April 2012

2. EVALUATION
Strengths Weaknesses
SWOT Analysis
• Qualified, capable and willing team • No standardized process for
• We are good at executing events tradeshow management
• Experience with prior shows which
can be used to improve processes • Inefficient allocation of resources
• Too much individual work and methodology going forward (staff & time)
• Solid relationship with exhibit • Limited accountability for team
• Leverage knowledge base management entity members
• Team members responsive to event • Poor visibility into planning
management needs processes
• Currently building stronger rapport • Not implementing innovative tools
with stakeholders and methodologies
• Unstructured method for
communicating with key
stakeholders
Opportunities Threats
• Implement planning processes and •Limited segregation of duties
tools to establish a duplicable causing confusion, duplicated efforts
model & errors
• Improved efficiencies allow team •Potential lost confidence of key
members to take a more value stakeholders from various business
added approach to tradeshow segments
marketing; more strategically,
rather than tactical •Inefficient tradeshow management
• Guide progress of critical elements costs time and money
of planning process (e.g. data •Failed communication limits
collection, product planning, etc)
innovation and collaboration
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3. EVALUATION
Critical Needs
Communication:
People
• Key stakeholders and team members
should be updated & engaged at
specific milestones within the planning
process
Transparency:
• Dashboard view of the planning
process should be available for
Reporting
management and team members
& Communication Process
Evaluation
Standardized Process:
• A standardized process would make
planning more effective and efficient
• The process would simplify cross
training and make duplication possible
Tools
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4. REMAINING 2012 EVENTS
May 14-16 August 6-9 September 25-27
EBACE UAV AIE Americas
Geneva, Switzerland Las Vegas Seattle, WA
(BJS) (TPM) (CAS)
May 22-24 August 16-18 Oct 29-Nov 1
Leadership Conference LABACE MILCOM
Miami, FL Sao Paulo, Brazil Orlando, FL
(Executive Mgmt) (CM) (TPM)
July 9-15 August 18-21 Oct 30-Nov 1
Farnborough Airshow ACPC NBAA
Farnborough, England Las Vegas Orlando, FL
(CM, TPM) (CM) (BJS, CM)
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5. 2013 EVENTS
January 29-31 Date TBD September TBD
AFCEA Leadership Conference AIE Americas
San Diego Miami, FL Seattle, WA
(???) (Executive Mgmt) (CAS)
April 9-11 June 17-23 October TBD
AIE Hamburg Paris Airshow Engineering Conf
Hamburg, Germany Le Bourget, France Anaheim, CA
(CAS, BJS, CM, TPM) (CM, TPM) (CAS)
April 10 – 13 August 13-16 October TBD
Quad-A UAV MILCOM
Ft. Worth, TX Washington, DC Location TBD
(TPM) (TPM) (TPM)
April 16-18 August TBD October 22-24
MRO Americas LABACE NBAA
Atlanta, GA Sao Paulo, Brazil Las Vegas
(CM, CAS) (CM) (BJS, CM)
May 21-23 August TBD November 17-21
EBACE ACPC Dubai Airshow
Geneva, Switzerland Location TBD Dubai, UAE
(BJS) (CM) (Corporate, CM)
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6. TRADESHOW / EVENT PROCESS
Annual Budget /
Calendar
Planning
Post-Event Event
Debrief & Messaging,
Summary Theme & Design
Communicate
Event Planning &
Exhibit Direction
Execution with Vendors
Populate Project Base Exhibit
Planning Tools Design Template
Identify Planning Event Staff
Milestones Assignment
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7. TRADESHOW / EVENT PROCESS
Annual Event / Budget Planning
Time Frame Early Q3
Essential Elements:
• Audit booth properties for damage, additional material requirements, etc.
• Evaluate stakeholder needs for shows (product displays, space, interactive displays,
meeting space, etc)
• Incorporate event debrief notes into budget allocations
Deliverable(s):
• Preliminary budget established for each show
• Overall 2013 event calendar
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8. TRADESHOW / EVENT PROCESS
Establish Messaging, Theme & Design Expectations For All Events
Time Frame: Late Q3 / EarlyQ4 (Marketing Team Retreat)
Essential Elements:
• Group discussion & collaboration (including vendors and key stakeholders)
• Company objectives for following year (based on leadership conf / strategic planning)
• Campaign & integrated marketing opportunities communicate brand message across all
marketing channels
Deliverable(s):
• Brand messaging and design direction
• Project brief delivered to vendors to start design / communication process
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9. TRADESHOW / EVENT PROCESS
Communicate Exhibit Design Direction With Appropriate Vendors
Time Frame: 3rd Quarter (Concurrent with previous step)
Essential Elements:
• Discuss stand budget allocation for each show
• Share messaging for the year, colors and themes as appropriate
• Request initial stand design renderings / messaging concepts for the each show
Deliverable(s):
• Project briefs for each show
• Preliminary tradeshow stand design guidance
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10. TRADESHOW / EVENT PROCESS
Establish Base Exhibit Design Template For All Events
Time Frame: 4th Quarter
Essential Elements:
• Present stand design renderings and general graphic template to marketing team
• Collect initial feedback from marketing Team and other key stakeholders
• Request Revisions
• Get approval from Dede
Deliverable(s):
• Final general template design and draft renderings for all tradeshows
*Note: Drafts can be modified to suit space requirements, etc, but template design should remain
unchanged and consistent for every show.
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11. TRADESHOW / EVENT PROCESS
Event Staff Assignments
Time Frame: 4th Quarter
Essential Elements:
• Assign lead event manager(s) for each event for the year
• Assign supporting marketing staff
• Define roles and responsibilities for each
Deliverable(s):
• Event planner with staff assignments
• Draft list of attendees
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12. TRADESHOW / EVENT PROCESS
Identify Planning Milestones & Critical Communication Elements
Time Frame: 3-4 months prior to event
Essential Elements:
• Identify deadlines for shipping, hotel submissions, tradeshow registration, final graphic design
elements, etc.
• Plan communication of essential information to B/E business units
Deliverable(s):
• Event project plan with milestones
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13. TRADESHOW / EVENT PROCESS
Populate Project Planning Tools
Time Frame: Ongoing from start of planning process
Essential Elements:
• Event lead to complete appropriate planning forms
• Communicate planning progress with Marketing Team via monthly call and project plan updates
Deliverable(s):
• Event project plan progress updates
• Event planning form / task list
• Monthly Call
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14. TRADESHOW / EVENT PROCESS
Event Planning & Execution
Time Frame: Ongoing from start of planning process
Essential Elements:
• Communicate planning progress with Marketing Team via monthly call and project plan updates
• Utilize event planning checklist
Deliverable(s):
• Well executed event
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15. TRADESHOW / EVENT PROCESS
Post-Event Debrief & Summary
Time Frame: One week following event
Essential Elements:
• Marketing Team members write up debrief of event
• Collect information from attending B/E Business Units
Deliverable(s):
• Post-Event Survey (Stakeholders / Business Units)
• Post-Event Debrief (Marketing Team Feedback)
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16. SUGGESTED TOOL
Smartsheet
• Web-based for collaboration
• Spreadsheet functionality
• File Sharing (attach files/documents to the tasks)
• Gantt Charts
• Calendar – Set iCal Calendar Items from the Sheet
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17. NEXT STEPS – PROJECT PLANNING TOOL
Project Planning Tool
• Event Process Evaluation – May 2012
• Event Management Plan Development – May 2012
• Event Toolkit Development (Project Planner, Event Profile Tasklist) – June 2012
• Final Review of Tools and Planner – July 2012
• Implementation – August 2012
Team Initiatives
• Assign ownership for remaining 2012 shows – May 2012
• Establish date, time, expectations, etc for monthly staff call – May 2012
• Choose dates for Marketing Team Retreat – May 2012
• Update Tradeshow Brief Template – June 2012
• Start 2013 Budget Process – July 2012
• Marketing Team Retreat – September 2012
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