Special Events Planning

A project kick off is always exciting. If it’s a new client, then teams are pumped to meet each other and see where their creative expertise can take them. If it’s with an existing partner, then everybody’s psyched to build on previous successes and take their events to new levels of engagement.

Having just attended a project kick off meeting with one of our favorite clients, we decided to compile a list of items every event kick off should have. When putting together that agenda, here are some musts:

A Good Brief – No-brainer? Maybe, but writing briefs that inspire great events is an art. In general, we look for two sections: one with the nitty gritty on the event (date, location, target audience, objectives, overall messaging, etc.) and one with an overview and communication mandatories for each featured product and service.  Be detailed but concise. Go beyond generic objectives and give your event planner concrete goals.  How will you measure success after the event? What sets your company apart? Many agencies, including ours, will provide tips and even templates to help craft your event brief.

Audience Insight – The cardinal rule in marketing is “Know Your Audience,” so give your agency all you can to help them understand yours as well as you do. What would make your targets’ lives and jobs easier? What are their existing beliefs about your products and services, and what might keep them from engaging with you? How do they speak, and how are they used to being spoken to? If budget allows, let your agency do some interviews to see what insights they can uncover. And of course, provide all branding/equity guidelines upfront.

A Realistic Budget (or Realistic Expectations) – If you envision a Broadway-caliber show, an experience on par with Disney, or a soiree to rival Vanity Fair’s Oscar party, then you’ll need to fund accordingly. If you don’t have that kind of money you can still have a great event, you’ll just have to approach your vision more creatively. A good agency will help you understand what your budget will buy. Be upfront with them: what does the budget cover and what items could be funded from another source? Are the numbers hard and fast, or could an exceptionally exciting idea shake down additional funds?

An Empowered Key Contact – To help ensure an on-time, on-budget delivery, you’ll want to designate a go-to guy or gal for answers to questions and speedy approvals. This person should be empowered to make important decisions. If not, he or she should be able to easily and quickly access all key personnel, then compile their collective feedback.

Production Schedule – We usually come to kick off meetings with a preliminary production schedule which we refine as concepts develop. You can help by letting us know any watch-outs. Legal approvals, team member vacations, holidays, and possible snags in product development or claims can all impact deadlines and budgets. It’s best to plan for these early rather than be surprised later.

Quality Assets – What do you have that we can leverage as we create the experience? Testimonials, video, TV commercials, photography, social media campaigns–make all of it available and we’ll mine it as appropriate. Just make sure everything is approved by your legal team, and that images and footage are high-resolution. That goes for all logos, as well. It may seem obvious, but we encourage clients to make sure , especially if multiple agencies are involved.

Now that we’ve listed what you should bring to a project kick off meeting, let’s talk about what not to bring. It’s simple, really. Leave preconceived ideas about what the experience should be at the door. We want to know your vision, of course, and collaboration is key to success. But a presentation technology that worked for another company might not be the best way to tell your unique story. And your budget, logistics and other details might mean it’s best to go a different direction from the one you’ve been mulling.

If you’ve provided the kickoff basics, then we’ll have what we need to work with you on an effective, engaging and memorable experience that will exceed your initial expectations. Want to know more? Visit us at moeningpresentations.com or give us a call about your next event.