STRATEGIC EVENT PLANNING USING A PROJECT MANAGEMENT APPROACH

Strategic Planning for your events has three stages (1) long-term planning (2) short-term planning and (3) the event plan. Long term planning is normally considered to be over a period of one to five years, short-term planning from one day to one year and the event plan could be from one day to several months from the event date proposed. Hosting an event is a project, and project management techniques can be applied. An example of the stages in the event planning process follows: I. Inception: This is the idea and feasibility stage. This will define your objective including your participant outcomes. a. Decide on the Specific objectives which may include the following: i. Decide if this event is open to the public or closed i.e. for the residents only? ii. Will this be an annual or a one-off event? iii. Decide on the host; a club or specific target group? iv. To develop awareness of possible skills v. To inform or educate the community on a matter

vi. Provide an avenue for competition vii. Help the community in realizing its goals. Note: You can use brainstorming with the stakeholders to obtain the objectives and review the reason for the event, to ensure that it meets its objectivities. b. Decide on the stakeholder involvement and manage stakeholder interests. The stakeholders may be individuals, groups, sponsors, residents, business entities etc. c. Decide on possible dates, locations and persons involved in planning d. Determine preliminary budget, risks and confirm that resources are available or can be obtained e. Decide on the project manager and the project team This results in a Project Briefing Document or Project Charter. II. Planning: At this stage a plan is prepared. This will involve a kick-off meeting and team members to agree on the project scope, work break
Event Planning Guidelines prepared by Allan Cunningham © Copyright Material 2007

Event delivery is carried out by the project team or crew and the results recorded. A celebration of efforts is held to foster team development for future events EVENT PLANNING TOOLS Event Planning Guidelines prepared by Allan Cunningham © Copyright Material 2007 . confirm requirements and brainstorm actions to achieve success. needed sanctions by sporting bodies. (See Events Planning Tools). the risks that may occur and decide on mitigation strategies. Ensuring that all equipment and supplies provided are returned d. travel. Holding a briefing meeting to determine lessons learnt. actions include: a. the purchase of equipment. Execution and Monitoring: This involves the actions needed for the event. security planning involving: police for crowds and risk planning. alcohol policy. The event plan can have timelines for six months. III. The event coordinator manages the process and reports to senior managers on the progress and obtains advice. four months.down structure (WBS) and determine the tasks. The posting of media results. budgets etc. The plan must consider publicity of the event. sending thank you letters and recognizing all volunteers contribution to the event g. Each responsible party to the development of the event carries out actions needed and involves implementation of the plans prepared and the monitoring of the project. sponsorships. e. Ensuring that all services are delivered c. Ensure adequate records are kept for audits and balance of payments f. gifts. two months or one-month. IV. Ensuring that all parties are paid for services delivered b. promotion. responsibilities. approvals and further instruction on the sponsors’ needs. the hiring of specialists. As tasks are interrelated progress meetings should be held with the project time as required to communicate. medical service needs. the team reviews the results and ensures that all contracts are completed. EMA noise approval and preparation of contract agreements etc. a few days to the event. the provision of food and beverages. At this stage you should determine the organization structure for your event and contact persons for key elements. the booking of halls. Closeout: Although the actual event may be over. and then a daily and hourly plan with a schedule of outcomes. trophies. entertainment.

Plan Event 4. The sponsor shall be a local business and have a local football hero attend and give a motivational talk at the prize giving.Examples of Planning Tools: Planning Technique 1: An Action plan: An action plan for a Football Tournament Project Objectives: To host a football tournament in Success Village for teams in the area for the age group 15-18 years old. 5.1 Team Leader chosen 2. Football Committee Formed Duratio n 2 weeks 2 1 2 1 weeks day weeks month Predecessor 1 2 2 2. Conduct Feasibility Study 3. Host Event 6.2 Resources Staff and stakeholders Committee Team and account Assigned to Managing Director Committee Team leader and team 2. Planning Technique 2: Gantt chart: This can be prepared using a spreadsheet and display the tasks and the sequence of tasks as follows: Task 1. Set Event Objectives 2. 2. Execute 5. Measurable outcome: 10 teams are entered and compete. Complete Objectivities 2.2 Plan of actions prepared 3. Debriefing Month 1 Month 2 Month 3 Month 4 EVENT PLANNING CASE STUDY Event Planning Guidelines prepared by Allan Cunningham © Copyright Material 2007 . Project brief for Tournament prepared 4.2. Additional tasks …………. in August 2008. Team Task 1. Additional Tasks……….

State if the event was a success and the reasons for your opinion. Write here: Event Planning Guidelines prepared by Allan Cunningham © Copyright Material 2007 .Read the case study and discuss the lessons you have learnt in event planning.

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