Elect-Maj4-Unit-2_new.pdf

Republic of the Philippines Cebu Normal University Osmeña Blvd. Cebu City, 6000 Philippines...

Republic of the Philippines Cebu Normal University Osmeña Blvd. Cebu City, 6000 Philippines Email: [email protected] Telephone Trunk Line: (032) 254-1452 / (032) 254-6814 Website: www.cnu.edu.ph COLLEGE OF PUBLIC GOVERNANCE, AND SAFETY (CPGS) Lecture Guide on Elect Maj4- Meetings and Incentive Management Course Instructor: Leigh Anne Mijares-Fernandez, MBA UNIT 2: Designing/Planning an Event Concept Today’s environment sees people with less time but with more event choices than before, with multiple concerts, shows, festivals, product launches, and sporting events. With this increasing selection, it is more important than ever to carefully work out the concept and design of an event to ensure its success. While planning and developing the event concept, the event organizers must remember that events are dynamic, involving external threats to counter as well as opportunities to develop. The best way for coming up with concepts for an event is to meet the objectives of the different stakeholders. The quick and effective way to strategically plan an event is to answer the 5Ws and 1H. The 5Ws and 1H is a basic research technique that teaches the use of interrogative words. Ask the right questions to the right people-get information to the right source. Your primary source will be the client or the host and as the case may be, the event committee. -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  A. WHY B. WHO Why are you doing this event? Who is the client? Why people pay to attend my Who is the target market? event? Who will provide the funds for Why will an organization want to the events? sponsor my event? Who will comprise the management team? C. WHAT D. WHEN What will delight the audience? When is the event expected to What is the desired event take place? outcome? When is the best time to hold this What marketing support is event? needed to achieve the outcome? What resources are needed to make the event happen? E. WHERE F. HOW Where will the event take How many place? attendees/participants are Where will the expected? attendees/participants be How will the budget be set for coming from? this event? How will the event be promoted? SETTING EVENT OBJECTIVES To provide you with directions of your MICE/Event, objectives should be created. Objectives define what the event hopes to achieve. It is used to quantify -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025 progress towards an event’s goals and as such set performance benchmarks and allow event organizations to assess what aspects of their planning have succeeded or failed? Example of objectives can be focus on: Useful criteria that can be applied to the establishment of objectives are summed up by the acronym SMART, but in the MICE/Event we will add ER that makes your MICE/Event objectives to be SMARTER. SPECIFIC focused on achieving the required outcome and / or effects. MEASURABLE expressed in a way that is quantifiable ex. Attendance, ticket sales, ATTAINANALE pledges etc. REALISTIC agreed on by those responsible for achieving them in terms of the TIME-BOUND event organization having the human, financial and physical EXCITING resources to achieve them to be achieved by a particular time. RESPONSIBLE motivate people to work 3P’s: People, Planet and Profit -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  Keeping all of these in mind, state the objectives using this formula: “TO + action words + a single specific, measurable, attainable realistic and timebound and/or exciting and responsible” Example: “To achieve attendance of at least 150 guests at the national Education conference on 31 March 2008 by sending a promotional email to all relevant Education Professionals within Australia by 30 November 2007”. MICE/EVENT CONCEPT It is at this point that the planning team decides on the TONE of the event. Is it formal or informal? Solemn or fun? Talk fest or a musical? Indoor or outdoor? An event objective and message may also be delivered well by a THEME. An event theme makes the message more understandable, more memorable, and more endearing. A theme enhances the experience and puts an element of fun into the event. You can choose among three sources of themes (Goldblatt, 2002): 1. THE DESTINATION OR THE LOCALE – decide on the location of the event that will carry out your theme. 2. POPULAR CULTURE – many events get inspiration from movies, songs, or television shows. 3. HISTORICAL AND CURRENT EVENTS – themes can also be gleaned from history, like wars, discoveries, explorations, and even other events that hit the headlines, such as the Olympics etc. EVENT DESIGN Design thinking is necessary in designing the event experience. It is a discipline that lets a designer employ his or her sensibilities and methods (Brown, 2008). This discipline may be used in developing the event program, designing the event environment, managing technical production, developing the plan for the movement of attendees, and in designing many other event element requirements that bring an event to life. -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  WOW FACTORS should be a criterion in designing an event to stand out. It is an inspiring moment of an event that would leave a lasting impression on the audience and make them want to experience it again. Factors that contribute to a WOW EXPERIENCE. WOW FACTORS W Worldwide Trend O Objectives are SMART W Win your audience F Focus on Objectives A Alignment of expectation C Creativity T Touchpoints O Out of the box takeaways R Recall S Satisfaction of the 5 Senses THE EVENT EXPERIENCE -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  Invitation This is to make a powerful first impression. Make the target audience/participants want to come to the event. The style of the invitation and the way the guest is invited create perceptions about the event. The kind of invitation and the manner of inviting prospects vary depending on the types of events. The following are some invitation types to consider: Agenda – outline content and control scope Brochure – awareness, provide information, create desire Card/letter – personalized notification Catalog – list of event products available for sale Coupon – call to action, promote purchase Email – word of mouse campaign Internet / website – provide and collect information Poster – create awareness and interest Notice/memo – alert and provide information Program book – provide information, merchandise, and memento Ticket/Passes – authorize admission or assign seating Multipipe invitation types may be used for one event, depending on the kind of the target market and objectives set. Timing is essence in releasing the invitation, allow time for the prospect to reserve the date and respond to your invitation. Regardless of the form used or design, invitation must have the following: Title of the event Who is hosting the event? Day, Date, and time Venue RSVP Attire and other instruction -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  Registration Plan what will happen as the guests or audience arrive at the event? Where will they enter? Who will greet them? What will be their first activity? For events that require registration, decide on having either a pre- event or on-site registration, or offer both options. Pre-registration helps the event team plan for seating, food, amenities, and provides an assurance of an audience. The organizer my provide incentives for early registration: an early bird discount, a gift, a special reception, entry to a special raffle, or few-of-a-kind promotional items. Atmosphere How will the event look like, sound like, smell like, feel like, and taste like? These are the elements to identify that will lead to a memorable experience. -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  Program The event program will depend on the type of event the host/organizer decides to do. It can be a combination of different activities happening simultaneously or sequentially such as educational sessions, entertainment, food and beverage functions, exhibitions, sponsor programs and games. Program Flow is a program schedule designed to achieve the purpose of the event. It contains the timing of each element and activity; it should be part of the on-site production documents, the scripts of the emcees and the event agenda. Program planning should be done in consideration of religious and cultural traditions as well as protocol and ceremonies. Most programs follow a standard chronological sequence of activities. Such example is the following: For a typical conference or convention, this is a suggested program flow: Invocation (if appropriate) 1. National Anthem 2. Opening – establish the theme through an audio-visual presentation or a rousing production number 3. Topic 1 – present the purpose of the event, expectation etc. 4. Highlight 1 – present a topic of very high interest 5. Coffee break (optional) 6. Topic 2 – Discussion support of the highlights 7. Topic 3 – Announce of a minor news 8. Lunch (if appropriate) 9. An energizing activity 10. Topic 3 – Technical briefing 11. Highlight 2 - present a topic of very high interest 12. Closing – announce exciting news International Convention: 1. Plenary Session 2. Introduction of Session Chair 3. Opening Remarks -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  4. Keynote Speaker 5. Reactor 6. Open Forum 7. Break-out Session 8. Recap by Session Chair 9. Closing Remarks Terminology: Keynote Speech – refers to the principal underlying theme of a larger idea. -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  Plenary Sessions – are often concurrent sessions that focus on issues important to an industry sector or aspect of a practice applicable to all industries. Plenary Speakers – usually an industry practitioner or someone who belongs to the host organization or industry. Professional Speaker – expert outside of the host organization or industry. Other called “Marquee Keynote Speaker”. General Session – is a meeting hosted in conjunction with convention or conference that is open to all attendees. Break-out Session – more focused session that is typically one hour to two in length. It is often offered simultaneously in different meeting rooms and attendees decide which sessions that wish to attend. Panel Discussion – composed of Moderator and guest speakers who are subject experts. Concurrent sessions – Multiple sessions scheduled at the same time. Programs on different themes or subjects offered simultaneously. Rap Sessions – informal sessions with no specific agenda. Rapporteur – person appointed to note and record the proceedings of sessions and to write summaries of the paper presented for a final summation session. Trade Exhibit: 1. Opening Ceremonies 2. Invocation 3. National Anthem 4. Welcome Remarks 5. Introduction of Guest Speaker 6. Keynote Speech 7. Ribbon-Cutting 8. Tour of the Exhibits 9. Dinner / Cocktails 10. Closing Ceremonies The key in good program flow is to lay out how much time you have for the conference / convention, and then fill up the schedule with activities. A visual such as CLOCK FACE may help you lay – out -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  timing for each activity. After plotting out the activity, put in more details by drafting the SEQUENCE GUIDE. Mark time starts and stops, the activity, the person assigned to each activity, and logistical requirements for that activity. Coffee break and lunch is the natural divider of time. Nowadays, event programs are enhanced by computer-aided graphics and special effects. SPEAKERS ARRANGEMENT The selection of a speaker can make or break your event. A resource person can be multi awarded; doctorate degree holder but he may be a boring speaker. It is best to closely match the speaker’s credentials with his assigned topic to ensure his credibility. -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  Types of Speakers 1. The HUMORIST is someone who delivers humor with a message: Story, relevant point, story, relevant point. Professional humorists can normally blend their humor and message to fit your needs. 2. The MOTIVATIONAL SPEAKER provides an inspiring and uplifting program usually built around powerful stories, often personal experiences of the speaker. Most motivational speakers also use humor, but not to the extent that a humorist would. 3. The CELEBRITY SPEAKER may provide a name which will draw people to your event. Some celebrity speakers are terrific speakers, and some are just average, but you're normally buying their fame and not their platform skills. Celebrity speakers normally have the highest fees. 4. The INDUSTRY SPEAKER is a person with expertise in a particular industry who lectures on a specific topic. Industries speakers are generally not known for their entertainment or motivational value but are brought in to inform and take an in depth look at a particular topic. 5. The PERFECT FIT SPEAKER is ideally what every group is looking for when hiring a speaker. But there are some motivational speakers who have the talent, background, experience, and versatility to truly be a perfect fit for many different types of industries and organizations. It is often difficult to classify these speakers as they are tremendously funny, but not humorists, motivational in delivery but not in subject matter, experienced in many industries without being a boring industry speaker and most of all they specialize in extensive pre-meeting research to deliver just the right message for each group. These speakers work closely with clients in a true partnership for a successful event. SELECTING ENTERTAINERS Performers are usually invited to entertain guest to break the serious tone of some events. The entertainment portion is usually the highlights of a fellowship dinner or a program. The organizer and the -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  host must choose the type of performer or entertainer wisely, considering the sensibilities and preferences of the intended guests, and they should thoroughly brief on the theme of the event, the program, and the profile of guest to ensure that the house rules are not violated. Entertainers can either make or break the event as their performance is one of the most anticipated parts of any program. -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  Treats To complete the event experience, treats for guests – some essential, other optional. Food and Beverage Most meeting and events have a food and beverage components. Snacks provide the much-needed break in between lectures. Lunches and Dinners provide an environment for socializing and networking. Serving great food and beverage is also a way of honoring guests. The Event organizer must identify if the venue has their own catering contractor or may rely on outside contractor to provide food and beverage service. It is always wise to deal with supplier accredited by the venue because of their experience in handling food service using the available facilities. The menu must conform to the theme of the event. For example, if the event is a formal gathering of dignitaries from government and diplomatic community, the guests are formally seated, and the meal is plated and served per course. Food service protocols for these types of events should be followed. Some hotels discourage food take out to avoid spoilage and food poisoning. The food monitor should be able to politely inform the guests that food take out is not allowed. The caterer should be briefed about the program flow, so that staff can synchronize the food service. The caterer must know when certain drinks can be served, when the buffet stations will be opened, and when the plated courses will be served for formal dinners. The caterers or the hotel food and beverage manager must submit a detailed service contract or BEO (Banquet Event Order) which clearly out line all the elements. Service of alcohols depends on the age and profile of the guests. On accredited bartender should serve and control the portion of the drinks as risk measure. Mocktails are served for minor age. Event organizers provide separate meals for the operations, production, and security teams as they take their meals at different times. The number of people to be fed should be controlled to avoid high incremental cost. -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  Pocket Events or Companion Activities. The event host may extend hospitality to allow for activities outside of the main program or have activities for companions of attendees. These may be in the form of city tours, specially arranged excursions, sports etc. Plan these peripheral activities with safety and security in mind. References: Beech, J. G., Kaiser, S., & Kaspar, R. (2019). The business of events management. Pearson. Cruz, Z. L. (2019). Micro Perspective of Tourism and Hospitality. Rex Bookstore, Inc.. Roche, M. (2000) Mega- Events and Modernity: Olympics and Expos in the Growth of Global Culture. Abingdon: Taylor & Francis. Salama, M. (2021). Event project management principles, technology and innovation. Goodfellow Publishers Limited. -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025  Disclaimer: Be it known, that this learning material is a collection of different resources from multiple sources and authors. The authors are given due credit for their work. The assigned faculty is not the intellectual owner of the content. -------------------------------------------------------------------------------------------------------------------------------------- Elect Maj4 – Meetings and Incentive Management UNIT 2: Designing/Planning an Event Concept 1st Semester, A.Y. 2024-2025