Information Sheet No. 3.

1-1

DEVELOP EVENT PROGRAM

Identify conference objectives

Learning Objective: Identify and plan required action to identify

conference objectives.

After reading this INFORMATION SHEET, YOU MUST be able to:

1. Identify overall context and scope of the conference. 2.

Develop specific conference objectives and agree on in
consultation with relevant colleagues and/or customers.

No one likes to spin their wheels or leave money on the table, which is
why the first step in planning an event is defining your event goals and
objectives.

Good event planning means you know up front what you’re trying to
accomplish. Otherwise, why have the event in the first place? Clearly
defined goals and objectives help keep you on target throughout the
event planning process. They also help you avoid wasting resources,
since every decision involving time and money for your event can be
related back to your guiding purpose.

Event Goals & Objectives

Think of your goals as your event’s purpose. Your purpose is the big
picture reason your event exists –
where you want to be vs where
you are now. Event goals are the reason your event exists – to
 inform, to include, to celebrate, to persuade, etc…

Realistic and Measurable Event Goals

No matter what your goals end up looking like, you’ll need to add
information on how they’ll be measured before they can truly be
considered SMART.

Regardless of your objective, one or more of these should be a great

fit for your needs:

1. Cost per customer acquisition

2. Total number of qualified leads acquired at the event 3.

Sponsors highly rank their satisfaction with the event 4.

Individual promo code tracking link performance 5. Gross

revenue

6. Total number of registrations

7. Social media mentions using designated event hashtag on each
platform
8. The majority of attendees polling highly satisfied with event
speakers

9. Number of total active community members after event

(compared to total number before the event)

10. Numerical results from attendee satisfaction surveys

11. Number of total event check-ins compared to registrations as a
percentage

12. Event community engagement online as measured by social

media interactions OR specified activity on event app

13. Live event app polling

14. Social media posts, likes, and shares pertaining to the event 15.

Ticket sales and individual ticket type performance

16. Cost to revenue ratio

17. Individual sponsor page engagement on the event website 18.

Number of repeat attendees (for recurring events) 19. Total new

customers acquired

Information Sheet No. 3.1-2

Design event program

Learning Objective: Identify and plan event design and program

 After reading this INFORMATION SHEET, YOU MUST be able to:

1. Set time and dates to meet agreed objectives.

2. Develop theme to complement event objectives.

3. Develop overall event format within known budget, venue and

staging constraints.

4. Identify, design and integrate relevant components for the

program.

5. Identify and integrate use of appropriate technological options

in program development.

6. Develop business program based on principles of adult learning

to incorporate an

appropriate range of

activities.

The Event Programme

The "Program" is
the schedule of
activities from the start of
the event to its conclusion.
For a sport event, the
 programme governs
which competitors
participate at what time.
For a conference,
the programme
stipulates the times of lectures and
workshops, what topics are offered and who is presenting. If the event is
the annual awards dinner, the programme sets out what time people
should arrive, what time each course will be served and the times that
each award ceremony will take place. The programme is therefore
perhaps the central organising component of the event.

Keeping to times as advertised on the programme is a key performance

measure from the standpoint of the participant's satisfaction. An event
that fails to run on time will inevitably cause complaints from
participants and frustration on the part of all persons. People can be
very adversely affected if the event runs overtime and obviously
commencing before the advertised time is definitely NOT something to
ever contemplate.

In setting the programme, event organisers need to estimate as

accurately as possible the time that each and every activity in the
programme will take. Furthermore, it is necessary to include in this
calculations a time interval between each activity. This time interval is
very important. There is usually always a need to move people and
equipment, allow for introductions and thank-you's , make
announcements and allow time for refreshments to be served and toilet
breaks. Preparing the official programme will inevitably require someone
to make many computations with calculator or spreadsheet. The draft
programme produced is likely to changed and amendment many times
before it is ready for publication.
The important factors to consider in preparing the official programme
are:

1. Consultation with all parties directly involved in the programme

2. Calculating the time of each and every activity

3. Ensuring that the programme has time for "ceremonial" activities

e.g. opening and/or closing ceremonies, speeches, the
presentation of awards, entertainment

4. Ensuring that the venue is available for the FULL duration of

the event
5. Choosing the date(s) so that the event does not clash with other
major events

6. Allowing for a little "slack" time between activities

7. The order of activities
8. How the printed programme will be published

How to Design an Event Program

At any major event, a program providing visitors with details about the
schedule, guests and other important aspects of the event is essential. It
also provides a souvenir that audiences can treasure in the years to
come. Designing a program booklet requires a desktop publishing
program and creativity.
Step 1

Set your style for the entire program, so that elements such as font
and margin remain the same. Choose a clear, readable font, such as
Times New Roman, Arial or Georgia. Size 12 suits reading.

Step 2

Create a list of all the contents for reference as you design the
program. You may need pages for schedules, biographies of people
appearing at your event, notices of other upcoming events and room
for advertisements from your sponsors. You may wish to include
feature articles on subjects related to your event, especially if your
program is intended as a souvenir brochure.

Step 3

Open a blank page in your publishing program and create a front cover.
It should contain essential details that readers can take in at a glance,
such as the name of the event, dates, times and the cost of the
program. An attractive image on the front illustrates the contents as
well as enticing people to buy the program.

Step 4

Create a contents page if your program has more than four pages.
This should list on separate lines each major page or section with
corresponding page numbers in a separate column.
Step 5

Create program pages for each part of the event. Lay out information
clearly, with each scheduled item on a separate line.

Step 6

Create other pages, keeping to your chosen style and using both text
and images to make it accessible and attractive. Pages with only text
put readers off.

Step 7

Insert advertisements where appropriate. Try to match ads to relevant

content. For example, advertise a family restaurant on the same page
as the program for a family-oriented part of your event. Refer carefully
to any agreements you have made with sponsors, as they may have
strict requirements about elements such as space and wording

Step 8

Read the finished program several times yourself, and ask others to
proofread it. Simple mistakes can look sloppy and affect the
reputation of your organization and event.

Information Sheet No. 3.1-3

Finalize Program Details

Learning Objective: Identify and plan finalization of program details

After reading this INFORMATION SHEET, YOU MUST be able to:

1. Present proposed event program to the appropriate people within

required timeframe.

2. Obtain approval of program details in accordance with agreed

procedures.
3. Initiate appropriate actions in relation to the dissemination and
publication of event program.

Ensuring the event runs to schedule

An event program may consist of many activities that have a defined

sequence and duration. If the duration of activities is not well planned
or controlled the event program may run overtime. It only requires a
number of activities to run 10 minutes behind schedule and the whole
day's programme will run an hour overtime. The sequential organization
of activities is such that one activity may not start until the preceding
activity has finished. Thus timing errors tend to accumulate throughout
the day.

Problems caused by delays in the event programme

Delays in the running of the event programme cause considerable

frustration and, in some cases, expense. The following are examples:
• The event organizers may incur additional venue costs as the
venue is charged by the hour
• Participants/spectators miss their transport connections. In the
case of air travel, the consequences can be very expensive •

Participants/spectators arrive back at the hotels too late to order

meals
• Participants/spectators may need to go to work
• People who come to the venue to transport
participants/spectators are left waiting longer than they
anticipated
• Others who have booked the venue may be disadvantaged
Factor influencing control of event programme

The key factors that influence whether the event programme runs to
schedule are:

TIPS TO INCLUDE TO FINALIZE PROGRAM DETAILS

Even in a world with event apps that detail every element of your
event, printed materials at events still aren’t dead. One timeless
piece of event collateral? The printed event program. For many
events, a classic paper event program is still a wise investment.
This is especially true if:
• Attendees using their phone to check details during the event would be
disruptive (such as during live performances)
• Your attendee base is an older demographic less likely to download an
app
• Event programs shouldn’t become an expensive line item on your budget.
If you use an event program template, you won’t even have to enlist a
design master to make the program.
• What to include in your event program
Before you settle on an event program design, make a list of all the
information your program needs to include. The most important
elements are basic attendee information and your event’s branding.
For most events, that includes:
• Your event name, date, and location
• Your logo, social media handles, and website address • The schedule,
including locations of individual sessions or shows

•A shout-out to your sponsors and vendors

Depending on the type of event and how much space you have to play
with, you might also considering including things such as: •A FAQ to
answer the most common attendee questions • Any images that help tell
your event’s story
•A map of the venue
•A straightforward template for a classes and workshops
• An engaging program for a conference
 A few last event program tips

An event program is a quick reference, not a comprehensive syllabus.

Information should be concise, and every design element relevant. To
that end, here are a few things to remember:
• Shorten your text to the minimum amount of characters. Save longer
versions of event descriptions and details for your website or event
ticketing page.
• Create a visual hierarchy: the most important elements should be
 first and bold.
• Select images wisely, using ones that feature upbeat, smiling faces, for
instance.
And — most importantly — make sure someone proofs your event
program for you. There’s nothing worse than a glaring typo to damage
your brand or cause confusion.