University Event Planners:

4 Event Management Tips

for Success

By Social Tables

University event professionals produce events that run the gamut.

Everything from scientific symposiums and art exhibitions to debates and
visits by prospective students: academic event professionals do it all.
Regardless of event type, each one requires a similar event management
process.

Regardless of event type, academic events

require a similar event management process.

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Here are four ways university event

planners can create amazing events.

1. Develop an event strategy.

A master plan that includes the following elements will keep a university
event planning team, especially one that extends across campus focused
and on-task.

Set a Goal: Clearly define the event goal. Is it to deliver a special message,
prompt a specific action, or support a university priority? Keep that goal
in mind during each phase of planning.

Once the goal is clarified, decide how it will be measured (event

attendance, social media engagement, donor support, etc.). You cannot
measure the success of a goal without a metric.

Know Your Audience: Know your target audience. What do they expect
at the event? What will make them physically, emotionally, and socially
comfortable? Those needs have to be met before a guest can relax and
engage.

Also, remember that audiences respond emotionally first, then

intellectually, which is counterintuitive at a university. So, reach them
first through emotion (an inspirational story), then information
(PowerPoint).
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Define a Budget: University budgets are tight. An event budget reveals

areas where you may have to negotiate prices, be creative in acquiring
event resources, or make necessary cuts. Most importantly, it will prevent
you from going over-budget.

At non-profit universities, the perception of cost is also important. You

don’t want donors assuming their money is paying for lavish parties. A
good rule of thumb is that simple elegance is best. For example, white-on-
white-on-white is budget-friendly, yet creates an upscale ambiance.

Create the Content: Events are immersive marketing opportunities.

Take time to formulate the event message. Then, convey it in layers with
invitations, promotional materials, catering, music, and activities.

Use the “five senses rule” as a guide in designing the content. What are
your guests going to see, hear, touch, taste, and smell? Their sensory
perception should repeatedly remind them of the event’s purpose and
message.

Learn more about how to create an event with this step-by-step guide.

2. Assemble your event dream team.

Academic event professionals rely on a dynamic team of people from
caterers and graphic designers to audio/visual experts and the set-up
crew. It is vital to develop a rapport with them one-on-one and as a team
throughout the entire event planning process. High-level communication
inspires confidence in the master plan. Once you’ve assembled an expert
team, don’t try to control every minute detail. Let them do their job.
3. Create an event logistics plan.
You can use something as state-of-the-art as the 3D event management
software or a team-tracking web application, like Asana. Or you could use
a good, old-fashioned Excel spreadsheet in the cloud to create a logistics
plan that is accessible to the entire team. It becomes a living/breathing
document to update information, track progress, and facilitate
communication. To get started, begin with your event strategy and break
down the abstract components into precise tasks with assignments and
deadlines.

4. Market your event.

University faculty, staff, and students are known to work and learn in
silos. Draw them out of their comfort zone with an effective marketing
strategy: a) start with an enticing theme, which must match the event’s
message; b) spotlight the theme and message in promotional materials; c)
make it easy to RSVP and get additional details; and d) promote it
creatively on social media platforms.

University event planners are required to have a unique set of contrasting

attributes—detailed and creative; CEO and team player; and traditionalist
and trendsetter. Having a solid management process helps keep all that in
balance. Learn more about creating successful event marketing here.

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University event planners: what tips do you have to share? Give us a
shout on LinkedIn.

And check out Social Tables Event Software for Universities to save time
setting up for commencement, hosting scholarship lunches, selling
unused library space, and more.
After The Academic Event
If you received funding or a grant for the event, check if you need to
write a final report. If you had judges at your event, arrange a token of
appreciation for them. Hold a final meeting to discuss how the event
went, feedback from the participants, and how you could improve
possible future events. Finally, make sure you celebrate your success
with your organizing committee!

Did we miss anything? Comment below.

Further Reading
1. Corpas M, Gehlenborg N, Janga SC, Bourne PE (2008) Ten
Simple Rules for Organizing a Scientific Meeting. PLoS Comput
Biol 4: e1000080. https://doi.org/10.1371/journal.pcbi.1000080.
2. University of Glasgow. (2010) The Glasgow ‘How to…’ guide for
researcher-led activity.