Page 15 - DMGT304_EVENT_MANAGEMENT

Event Management

Notes Additional components may include:
Purpose of the event
Names of honorary board or committee

Names of prominent speakers
Frequency or historic nature of the event (first annual, 100th anniversary celebration, or
biannual event)

Limited supply of tickets
VIP status
Remember that an invitation is an official offer to the consumer or guest to participate in your
event. Therefore, from a legal perspective it is important that you choose your words carefully
to reflect the actual event you are promoting.
Each of these components is designed to generate a specific response from the recipient. The
most important response is to build anticipation toward acceptance followed by actual attendance.

1.4.5 Marketing Thrust

The purpose of your event marketing campaign is to ensure that every decision you make
provides greater value for the overall event outcome. To do this you must carefully match the
objectives to the strategies, test all ideas using feedback from actual event consumers, and
perhaps most important, use creativity and innovation to differentiate your event product as a
unique and valuable investment. By integrating marketing activities such as advertising, public
relations, cross promotions, street promotions, and stunts you will be able to build a strong
campaign that will effectively promote your event to your target audience.

Task Prepare a letter of confirmation to a speaker who has agreed to speak at your
conference. Include as much information as is necessary to provide a clear and helpful
framework in which to prepare their presentation and for you to know what requirements
they have and what arrangements you will need to make.

1.4.6 Miscellaneous

Order of Proceedings/Schedule of Events/Timeline

For most of the events, a detailed order of proceedings, or schedule of events/timeline, should
be prepared and distributed to all people involved in the event (i.e. anyone involved in the
organisation of the event, the host, the speaker, relevant senior officers. An order of proceedings
should provide a timeline/schedule for the actual event, highlighting key activities in the day/
evening for individuals with an official or formal role. It is also useful to include phone contact
details for any key people involved in the organisation of the event as well as phone numbers
for key guests and security. The order of proceedings should also include arrival and departure
arrangements for VIPs and describe how formal introductions will be handled. The order of
proceedings should also include a copy of the formal speeches to be used at the event. If a
program is being prepared for the event, an overview of the order of proceedings should be
included. This should include items such as welcomes, speeches, including the names of the
people giving the address, entertainment and any other element to the ceremony or event.

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