How Do I Proceed? The 4 "Deliverables"
Now that you have a conceptual plan for your event, it's time to build out the architecture. The four main deliverables are tools that describe and guide the nature and scope of the work that lies ahead. The (1) event itinerary lays out your master timeline for the day of the event, the (2) scratch P&L is a spreadsheet that you will use to track your income and expenses and make financial projections, the (3) development plan lays out your sponsorship program, and your (4) marketing and PR plan sets you up for media presence, social marketing, and other forms of advertising. Below you will find an in-depth discussion of each deliverable and some templates to help you get started.
1) Event Itinerary
Your event itinerary will probably start out looking very basic and become quite complex as your planning progresses. This is your master timeline that will include everything that needs to happen from set-up to clean-up time on the day of the event. Depending upon the scale of your event, it will likely include several actions happening simultaneously. You might want to use color coding or another method to decipher different functions happening at the same time. For example, you might have a raffle timeline, a live music line up, a cooking demo schedule, plus the main event happening all at once. Your timeline should include actual times and look like a schedule that anyone could pick up and follow. To start, it may just list the day's events in order.
The event itinerary will be a constant work in progress and might be the basis for most of your "to-do" lists. As you plan various facets of your event and add them to your itinerary, you will become aware of what needs to be done to make them a reality. For example, if you decide you want to feature live local music, you might "schedule" Band A for 1pm, which will prompt you to find a band and negotiate with them. You might also decide you need to break the day up into several volunteer shifts, creating slots that need to be filled.
2) Scratch P&L
Set up your profit and loss spreadsheet to represent all expenses (venue rental, supplies, musicians, printing of promo materials) and possible sources of income (sponsorships, ticket sales, donations). This will allow you to keep track of how profitable your event was. In the beginning, you can play with your spreadsheet using projected numbers to help determine factors such as how many tickets you need to sell at what price and what costs you will ask your sponsors to cover.
In the same vein, determine how you will collect monies. Do you need to open a bank account for the event or establish a DBA name for your account? Will you sell tickets online through PayPal? Do you want to be set up to accept credit cards for ticket sales at the door? How will you keep track of any cash that changes hands?
3) Development Plan
If you intend to seek sponsors for your event, you will need to come up with a development plan. Make a list of potential sponsors, considering what sort of event you are planning. Come up with a pitch to sell your event to potential sponsors. This may be generic or you might tailor it depending on the organization/institution you plan to approach. Draft an appeal for sponsorship in the form of a letter (examples link) and outline the sponsorship packages you're offering. Different levels of sponsorship will represent different privileges in terms of exposure through event promotional materials and at the event. These levels can also effect the opportunity to set up a booth at your event, complimentary event tickets, or other perks. Be sure to let your sponsors know...
It might be necessary to make in-person contact with potential local event sponsors, especially for a first-year event. It is definitely necessary to follow up. It is best if you find out who you should talk to before you make a visit, but if you don't know, don't let that stop you. Talk to banks, realty offices, grocery outlets, local businesses, etc. Bring along the letter and packages outline you have prepared when you make your visit, and leave them along with your business card. Try to establish a contact to whom you can send a follow up email including the sponsorship info you delivered that day.
4) Marketing & PR Presence
It's a good idea to plan your advertising scheme early on. These days, your marketing will almost certainly include social media outlets, which is generally budget-friendly. Try to get people invested and involved early on through Facebook and Twitter, or their modern equivalents. Develop a backward timeline for social media posts to keep people engaged leading up to the event. Social media can be your best bet for recruiting volunteers outside your immediate circle. Consider your target audience in determining what other advertising outlets to use. Often, you can get more out of a well-timed press release than a paid ad when it comes to the local newspaper. Find out how to announce community events through your public radio station, nearby universities, and listservs for local groups. Design banners, posters, flyers, rack cards, or pamphlets. These materials can be distributed by hand to local businesses, the library, the farmer's market, CSAs, restaurants, schools, and at upcoming local events. If you have recruited any key people or big names to be involved in your event, find out how they can help spread the word to a wider audience.
1) Event Itinerary
Your event itinerary will probably start out looking very basic and become quite complex as your planning progresses. This is your master timeline that will include everything that needs to happen from set-up to clean-up time on the day of the event. Depending upon the scale of your event, it will likely include several actions happening simultaneously. You might want to use color coding or another method to decipher different functions happening at the same time. For example, you might have a raffle timeline, a live music line up, a cooking demo schedule, plus the main event happening all at once. Your timeline should include actual times and look like a schedule that anyone could pick up and follow. To start, it may just list the day's events in order.
The event itinerary will be a constant work in progress and might be the basis for most of your "to-do" lists. As you plan various facets of your event and add them to your itinerary, you will become aware of what needs to be done to make them a reality. For example, if you decide you want to feature live local music, you might "schedule" Band A for 1pm, which will prompt you to find a band and negotiate with them. You might also decide you need to break the day up into several volunteer shifts, creating slots that need to be filled.
2) Scratch P&L
Set up your profit and loss spreadsheet to represent all expenses (venue rental, supplies, musicians, printing of promo materials) and possible sources of income (sponsorships, ticket sales, donations). This will allow you to keep track of how profitable your event was. In the beginning, you can play with your spreadsheet using projected numbers to help determine factors such as how many tickets you need to sell at what price and what costs you will ask your sponsors to cover.
In the same vein, determine how you will collect monies. Do you need to open a bank account for the event or establish a DBA name for your account? Will you sell tickets online through PayPal? Do you want to be set up to accept credit cards for ticket sales at the door? How will you keep track of any cash that changes hands?
3) Development Plan
If you intend to seek sponsors for your event, you will need to come up with a development plan. Make a list of potential sponsors, considering what sort of event you are planning. Come up with a pitch to sell your event to potential sponsors. This may be generic or you might tailor it depending on the organization/institution you plan to approach. Draft an appeal for sponsorship in the form of a letter (examples link) and outline the sponsorship packages you're offering. Different levels of sponsorship will represent different privileges in terms of exposure through event promotional materials and at the event. These levels can also effect the opportunity to set up a booth at your event, complimentary event tickets, or other perks. Be sure to let your sponsors know...
- If their donations are tax-deductible
- Where to send sponsorship checks and to whom to make them out.
- You can also ask sponsors to pay for specific needs, like t-shirts, or to provide donations, like coffee from the local cafe. Be prepared to send receipts promptly upon receiving a sponsorship check.
It might be necessary to make in-person contact with potential local event sponsors, especially for a first-year event. It is definitely necessary to follow up. It is best if you find out who you should talk to before you make a visit, but if you don't know, don't let that stop you. Talk to banks, realty offices, grocery outlets, local businesses, etc. Bring along the letter and packages outline you have prepared when you make your visit, and leave them along with your business card. Try to establish a contact to whom you can send a follow up email including the sponsorship info you delivered that day.
4) Marketing & PR Presence
It's a good idea to plan your advertising scheme early on. These days, your marketing will almost certainly include social media outlets, which is generally budget-friendly. Try to get people invested and involved early on through Facebook and Twitter, or their modern equivalents. Develop a backward timeline for social media posts to keep people engaged leading up to the event. Social media can be your best bet for recruiting volunteers outside your immediate circle. Consider your target audience in determining what other advertising outlets to use. Often, you can get more out of a well-timed press release than a paid ad when it comes to the local newspaper. Find out how to announce community events through your public radio station, nearby universities, and listservs for local groups. Design banners, posters, flyers, rack cards, or pamphlets. These materials can be distributed by hand to local businesses, the library, the farmer's market, CSAs, restaurants, schools, and at upcoming local events. If you have recruited any key people or big names to be involved in your event, find out how they can help spread the word to a wider audience.
Staying on Track: Planning Process Timeline
No matter how much preparation you think you have done prior to your event, as the day approaches, you will probably wish you had done more. To help minimize this sensation, you can construct a timeline to keep you on track throughout the planning process. In concert with your event itinerary, this timeline will be the basis for your day-to-day task checklists. Below we provide a rough sketch of some major deadlines you may want to set for yourself, based on a six-month planning process. Of course, your timeline will need to be customized to your event and its unique circumstances.
SIX MONTHS OUT
-Address the five "W"s "custom HTML link". Think about how to communicate your goal and how to pitch the event to potential participants and supporters. You will need effectively explain what you are doing and why it's important. Practice communicating this concisely to others. You should also explore potential venues and dates.
-Work through the four deliverables "custom HTML link". Even if you know very little about certain aspects of the event, you can at least set up the architecture for your event itinerary, scratch P&L, development plan, and marketing/PR plan. Don't forget, these are all working documents that you will add to and revise throughout the planning process.
-For your event itinerary, make a template of a schedule for the day. Fill in what you know: the main event, what will obviously be required for set-up/clean-up, and any peripheral activities you want to have going on during the event (these might include live music, cooking demos, vendor booths, kids' activities, etc.). Start a list of contacts for each category you come up with, including volunteers.
-If your event idea includes serving prepared foods, contact your county health department to make sure your plans are in compliance with local regulations. It's no big deal to change your plans at this early stage.
-Set up a P&L spreadsheet and scratch in any hard numbers you have, plus realistic figures to help you project income and expenses for your event.
-Definitely get on top of your development plan early on. If you are going to offer sponsors logo placement on promotional materials or advertising space on your website, you will need to know who they are before you go to print. The longer you can get their name out there through advertising, the more compelling your case for support.
-Your marketing and PR plan are important to tackle early on. Having materials professionally designed and/or printed can be a lengthy process, as can setting up a website and gaining a following on social media. Consider your target audience and determine what outlets will best reach it. Find someone who can do your design work if you plan to print posters, flyers, rack cards, banners, etc., whether it's a hired professional or a volunteer. Find a web host if you plan to develop a site for the event, set your hashtags for social media marketing, establish an event page on Facebook, and draft a backward timeline for social media/website blog posts leading up to the event. Consequently, you don't have to think about it too much when crunch time comes. Identify local print media outlets you might want to advertise through and press contacts at regional newspapers. Find out if there is a worthwhile opportunity for radio advertising.
FIVE MONTHS OUT
-Set a date, venue, and agenda if you have not done so already. You need to know when, where and what your event is going to be before you progress any farther.
-Develop your website to the extent possible. Even if numerous factors are TBA, a website conveys the sense that your event is real and official.
-Finalize your development plan. Once your sponsorship materials are proofed and ready to go, and you feel comfortable verbally conveying the purpose of your event, begin reaching out to potential sponsors. This is sometimes best done in person, but can be done over phone or email as well. If you visit in person, be sure to leave behind hard copies of your sponsorship appeal/packages. Make sure to include where to send checks and how to make them out, as well as your business card. Follow up with a digital version of the sponsorship info the same day. If you are directed to a specific contact person, do not delay in recording who they are, what organization they're with, and how to get in touch with them.
-Make initial contact with potential participants based on your event itinerary (the theme of your event will determine who you want to have involved). Let them know what the event is all about and how to get on board. Ask them to spread the word within their community if you are looking for additional participants. Spell out the benefits of being involved (e.g. publicity, networking opportunity, community building, prizes, support of a cause). Don't be discouraged if people are apprehensive. It's difficult to sell a first-time event because people don't know what to expect. If you are persistent, you are likely to succeed.
-Use your media presence to recruit volunteers to help with the event. Put out a call if you are looking for people with definitive skills and interests. Reach out to specific people who you already know.
FOUR MONTHS OUT
-Follow up with the sponsors you reached out to but never heard back from. Direct them to your event website and send them your sponsorship packages again. Even if they don't commit this time, they might contact you once a little buzz is generated about the event.
-Recruit participants. Be persistent, but perhaps don't require a commitment right away. People are more likely to get involved if they can do so on their terms, without feeling locked in to a commitment before they have time for consideration.
-Send a press release to your local/regional newspapers (you identified press contacts two months ago) announcing the new community event to take place.
TWELVE WEEKS OUT
-Make a list of all the establishments, businesses, and organizations through which you can disseminate advertising materials. Is there a prominent place in town to hang a banner (and whose permission do you need?) This will help you determine the quantity of materials to be ordered and can serve as a checklist for when you go to hang posters and drop off rack cards.
-Decide how you will conduct ticket sales. Online? At the door? Through local businesses? What will attendees be required to present for admission (e.g. ID to match from a list of names, a printed receipt from PayPal, a physical ticket?)
-Consider whether to run an early bird special for people who buy tickets to the event in advance. You might want to advertise this on your promotional materials.
-Finalize and order printed promotional materials like banners, rack cards, posters, or flyers. Don't forget to include logos of sponsors if you made any promises!
TEN WEEKS OUT
-Once printed advertising materials arrive, it's time to get them out into the community. Use your list (above) to keep track of where you have gone, and be sure to hit your sponsors. You may also want to show this stuff off to potential participants who have yet to commit.
-Reach out to promising participant candidates and give them a deadline for deciding whether to be involved. Be realistic about the deadline, or it will be disregarded. Be sure to send a reminder a day or two before the deadline.
EIGHT WEEKS OUT
-Make sure all potential participants have all the info available about your event to date. For bigger events, you might create separate email lists for different categories of participants (e.g. "volunteers"; "farms"; "restaurants"; "vendors") and send out mass emails outlining details about their participation. You want to stay on their radar without overwhelming their inboxes.
-Now that your event is coming together, ask yourself or the appropriate committee what supplies you might need to purchase or borrow for the event. If you are going to be mail ordering anything, you need to do it ASAP. Last-minute shipping is costly and stressful! Remember to keep track of all expenses in your P&L spreadsheet.
SIX WEEKS OUT
-Finalize your event itinerary and volunteer needs/positions. Consider how your event will be run: Who will man the ticket booth? Where will people park, enter and exit? Is toilet paper provided by the venue? Coordinate with volunteers to delegate duties and responsibilities.
-Go through your event itinerary and determine where you will need an emcee to make announcements (e.g. welcome address, musical performers, door prizes, contest winners, thank you to sponsors, etc). Who will emcee and what should they say? Make sure to prepare cue cards.
-Don't worry! You may feel like this event could never come together in just six weeks, but if you have planned and prepared well up to this point, things will fall into place as the event comes to fruition.
FOUR WEEKS OUT
-Promote your event as much as possible up until the big day. A lot of people plan their leisure activities at the last minute and you need to catch their attention during their decision-making window.
-Find something to write a press release about and send it in to your press contacts. Think of something newsworthy: perhaps your event will feature a special speaker or you have pre-sold enough tickets to make a sizeable contribution to the organization your event is meant to support.
-If you have updates for participants, send note.
TWO WEEKS OUT
-Send a reminder/update email to event participants and be prepared to offer encouragement to those who are feeling overwhelmed by the looming commitment that is your event. You may have people wishing to back out as the event approaches.
-Blast the social media, have a ticket give-away, and make sure there are still rack cards in local establishments. Consider handing out flyers or setting up an info/ticket booth at the local Farmer's Market.
-Make sure all necessary supplies have been purchased or borrowed and have arrived. Take inventory so they are ready to be taken to the event venue.
WEEK OF!
-Squeeze in one more press release to catch the attention of last-minute planners, people who forgot, and visitors to the area.
-Send a final email to all participants to help them remember and prepare for the event. Include logistics such as directions, parking, time of arrival, etc.
-Set up for the event at least a day ahead if possible so you can discover what you're missing before it's too late!
SIX MONTHS OUT
-Address the five "W"s "custom HTML link". Think about how to communicate your goal and how to pitch the event to potential participants and supporters. You will need effectively explain what you are doing and why it's important. Practice communicating this concisely to others. You should also explore potential venues and dates.
-Work through the four deliverables "custom HTML link". Even if you know very little about certain aspects of the event, you can at least set up the architecture for your event itinerary, scratch P&L, development plan, and marketing/PR plan. Don't forget, these are all working documents that you will add to and revise throughout the planning process.
-For your event itinerary, make a template of a schedule for the day. Fill in what you know: the main event, what will obviously be required for set-up/clean-up, and any peripheral activities you want to have going on during the event (these might include live music, cooking demos, vendor booths, kids' activities, etc.). Start a list of contacts for each category you come up with, including volunteers.
-If your event idea includes serving prepared foods, contact your county health department to make sure your plans are in compliance with local regulations. It's no big deal to change your plans at this early stage.
-Set up a P&L spreadsheet and scratch in any hard numbers you have, plus realistic figures to help you project income and expenses for your event.
-Definitely get on top of your development plan early on. If you are going to offer sponsors logo placement on promotional materials or advertising space on your website, you will need to know who they are before you go to print. The longer you can get their name out there through advertising, the more compelling your case for support.
- Identify potential sponsors
- Identify specific needs
- Draft an appeal for sponsorship
- Outline your sponsorship packages
- Determine whether contributions will be tax-deductible
- Figure out how you will accept monies
-Your marketing and PR plan are important to tackle early on. Having materials professionally designed and/or printed can be a lengthy process, as can setting up a website and gaining a following on social media. Consider your target audience and determine what outlets will best reach it. Find someone who can do your design work if you plan to print posters, flyers, rack cards, banners, etc., whether it's a hired professional or a volunteer. Find a web host if you plan to develop a site for the event, set your hashtags for social media marketing, establish an event page on Facebook, and draft a backward timeline for social media/website blog posts leading up to the event. Consequently, you don't have to think about it too much when crunch time comes. Identify local print media outlets you might want to advertise through and press contacts at regional newspapers. Find out if there is a worthwhile opportunity for radio advertising.
FIVE MONTHS OUT
-Set a date, venue, and agenda if you have not done so already. You need to know when, where and what your event is going to be before you progress any farther.
-Develop your website to the extent possible. Even if numerous factors are TBA, a website conveys the sense that your event is real and official.
-Finalize your development plan. Once your sponsorship materials are proofed and ready to go, and you feel comfortable verbally conveying the purpose of your event, begin reaching out to potential sponsors. This is sometimes best done in person, but can be done over phone or email as well. If you visit in person, be sure to leave behind hard copies of your sponsorship appeal/packages. Make sure to include where to send checks and how to make them out, as well as your business card. Follow up with a digital version of the sponsorship info the same day. If you are directed to a specific contact person, do not delay in recording who they are, what organization they're with, and how to get in touch with them.
-Make initial contact with potential participants based on your event itinerary (the theme of your event will determine who you want to have involved). Let them know what the event is all about and how to get on board. Ask them to spread the word within their community if you are looking for additional participants. Spell out the benefits of being involved (e.g. publicity, networking opportunity, community building, prizes, support of a cause). Don't be discouraged if people are apprehensive. It's difficult to sell a first-time event because people don't know what to expect. If you are persistent, you are likely to succeed.
-Use your media presence to recruit volunteers to help with the event. Put out a call if you are looking for people with definitive skills and interests. Reach out to specific people who you already know.
FOUR MONTHS OUT
-Follow up with the sponsors you reached out to but never heard back from. Direct them to your event website and send them your sponsorship packages again. Even if they don't commit this time, they might contact you once a little buzz is generated about the event.
-Recruit participants. Be persistent, but perhaps don't require a commitment right away. People are more likely to get involved if they can do so on their terms, without feeling locked in to a commitment before they have time for consideration.
-Send a press release to your local/regional newspapers (you identified press contacts two months ago) announcing the new community event to take place.
TWELVE WEEKS OUT
-Make a list of all the establishments, businesses, and organizations through which you can disseminate advertising materials. Is there a prominent place in town to hang a banner (and whose permission do you need?) This will help you determine the quantity of materials to be ordered and can serve as a checklist for when you go to hang posters and drop off rack cards.
-Decide how you will conduct ticket sales. Online? At the door? Through local businesses? What will attendees be required to present for admission (e.g. ID to match from a list of names, a printed receipt from PayPal, a physical ticket?)
-Consider whether to run an early bird special for people who buy tickets to the event in advance. You might want to advertise this on your promotional materials.
-Finalize and order printed promotional materials like banners, rack cards, posters, or flyers. Don't forget to include logos of sponsors if you made any promises!
TEN WEEKS OUT
-Once printed advertising materials arrive, it's time to get them out into the community. Use your list (above) to keep track of where you have gone, and be sure to hit your sponsors. You may also want to show this stuff off to potential participants who have yet to commit.
-Reach out to promising participant candidates and give them a deadline for deciding whether to be involved. Be realistic about the deadline, or it will be disregarded. Be sure to send a reminder a day or two before the deadline.
EIGHT WEEKS OUT
-Make sure all potential participants have all the info available about your event to date. For bigger events, you might create separate email lists for different categories of participants (e.g. "volunteers"; "farms"; "restaurants"; "vendors") and send out mass emails outlining details about their participation. You want to stay on their radar without overwhelming their inboxes.
-Now that your event is coming together, ask yourself or the appropriate committee what supplies you might need to purchase or borrow for the event. If you are going to be mail ordering anything, you need to do it ASAP. Last-minute shipping is costly and stressful! Remember to keep track of all expenses in your P&L spreadsheet.
SIX WEEKS OUT
-Finalize your event itinerary and volunteer needs/positions. Consider how your event will be run: Who will man the ticket booth? Where will people park, enter and exit? Is toilet paper provided by the venue? Coordinate with volunteers to delegate duties and responsibilities.
-Go through your event itinerary and determine where you will need an emcee to make announcements (e.g. welcome address, musical performers, door prizes, contest winners, thank you to sponsors, etc). Who will emcee and what should they say? Make sure to prepare cue cards.
-Don't worry! You may feel like this event could never come together in just six weeks, but if you have planned and prepared well up to this point, things will fall into place as the event comes to fruition.
FOUR WEEKS OUT
-Promote your event as much as possible up until the big day. A lot of people plan their leisure activities at the last minute and you need to catch their attention during their decision-making window.
-Find something to write a press release about and send it in to your press contacts. Think of something newsworthy: perhaps your event will feature a special speaker or you have pre-sold enough tickets to make a sizeable contribution to the organization your event is meant to support.
-If you have updates for participants, send note.
TWO WEEKS OUT
-Send a reminder/update email to event participants and be prepared to offer encouragement to those who are feeling overwhelmed by the looming commitment that is your event. You may have people wishing to back out as the event approaches.
-Blast the social media, have a ticket give-away, and make sure there are still rack cards in local establishments. Consider handing out flyers or setting up an info/ticket booth at the local Farmer's Market.
-Make sure all necessary supplies have been purchased or borrowed and have arrived. Take inventory so they are ready to be taken to the event venue.
WEEK OF!
-Squeeze in one more press release to catch the attention of last-minute planners, people who forgot, and visitors to the area.
-Send a final email to all participants to help them remember and prepare for the event. Include logistics such as directions, parking, time of arrival, etc.
-Set up for the event at least a day ahead if possible so you can discover what you're missing before it's too late!
