Key Steps in Event Management

Whether it’s a conference, major sporting event or music festival, we can often get caught up and blocked, unsure where to start. This easy to read graphic highlights some of our key steps to help you on your way.

GET STARTED EARLY. An event is not something that is created overnight, the more time you have in the planning stages the better.This could be three months, one year, two years or even five years prior pending on the multitude of the event.

CREATE COMPREHENSIVE EVENT PLAN. Without a doubt, a strategic plan is the roadmap that describes how your company executes the chosen strategy. When applied to sports events or major event planning it spells out the direction of where an event is going over the next five, two, one or so years! Inclusions (but not limited to) are your master schedule, operational plans, budget, key stakeholders, functional plans, the scope of works and workforce plan.

ASSIGN STAFF TO PROJECTS. Many hands make light work, enable focus and effective output. You can consider the strength of your team, who is best suited for the specific projects and depending on the breadth of your event, bring in consultants and subject matter experts. These experts could be financial, a traffic management, police, security, risk management, emergency management and people management service providers.

NEGOTIATE WITH VENDORS. Oh the fun begins! In planning you will have identified which vendors you may require in the delivery of your event, this could be anything from uniform providers, food and beverage merchants to audiovisual and staging providers. Ensure you have a clear outline (scope of works) of the services, timelines and quality control in place.

BEGIN MARKETING. Marketing is an essential factor to the organising of an event, this ensures the right message is received by your target audience (right people), creating awareness of the event and registrations. A marketing plan is beneficial consisting of a branding theme including texts, logo and colours enabling consistency through to identifying your marketing channels for an offline and online marketing.

Finding a right sponsor can be tricky and a timely process however with the right sponsors they can help you reach the success by means of financial support or providing in-kind support such as equipment, giveaways, products or services to promote and deliver the event. Establish good relationships with sponsors who are loyal, in-line with your business values and credible partners. Your role is to facilitate the connection between the buyers and sellers. Provide the value to your sponsors.

Engage with marketing, media and public relation companies, consultants or hire talented personnel to your team who are specialists in their field to maximise your marketing, sales and public relations strategy.

DRY RUN TEST. If you are running a large multi-day event, consider implementing smaller style ‘test events’ that test elements of the event program. These ‘test events’ can be held as early as year-out from the main event through to being held the day before. The test event is not only worthwhile for you to check the event site, equipment, ticketing processes, spectator flows and explores the scenarios of ‘what can go wrong’ plus provides real-life scenario cases for your staff. They can learn on the job, where to check in, where their role is located, carry out their duties, ultimately, preparing them for event day. The earlier you can ‘stress test’ your event the better!

EVENT DAY. It’s here! All your hard work, preparation, event planning all lead to this. If you are running a multi-day event, ensure your team is trained, rostered and informed about their energy levels, health and stress management techniques to optimize the event delivery. Clear and defined run-sheet that clearly outlines the operational activities of the day is vital. The run-sheet can be as specific as possible, in some cases down to the second particularly for productions. Most importantly, enjoy the delivery.

and finally;

RECAP. Reflect and capture what worked well and what can be done better! It’s important that the recap is held as close to the event as possible as its incredible how quickly the information can be forgotten. In major events, recaps will happen at the end of each operational day, reflecting the immediate day and discuss any changes to the run-sheet for the following day. Post-event, capture inputs from all departments, what worked, metrics, what can be improved for the next event, highly recommend for these reports within 5-7 days post event. This information is gold as you strive to improve your event delivery for the next time.


A contagious enthusiasm for life, Lauren is an international event manager & people leader for 16 years spanning Australia, London, Dubai, Turkmenistan, and Qatar.

Lauren possesses a passionate commitment to achieve high-performance event delivery for organisations through the powerful & unique combination of event planning and people strategies. Known for her down-to-earth attitude yet a business focus with determination for success. Our team at Innerpulse work alongside you every step of the way. Let us help bring yours to life!

If you would like to have a chat with Lauren about your major event or people strategy question, you can email her directly lauren@innerpulse.com.au or directly book in a scenario call here http://innerpulse.gettimely.com/book

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