Step 4: agree on the critical path
Yes it sounds dramatic — but the “critical path” is simply the process of identifying key dates in the planning process, eg. the date you need to have the branding ready, finalise the program, start marketing the event etc. The first thing to do when planning is to agree on these key dates (AKA the critical path) with the team. All the other hundreds of tasks that are associated with delivering an event will be scheduled according to these dates. The responsibility for the critical path normally falls to the event lead but it is a team effort to pull it together.
Tips on developing a critical path
- Set the desired event date and then the promotional dates first — the promotional dates drive the deadlines for developing content. Once you know the content you can finalise your logistics and, in turn, finalise your budget.
- Don’t forget to include the post-event activities.
Tips on timing when booking a venue
In your critical path it may be logical to finalise much of your content before you start the venue search. But this can often be too late — venues play a critical role in setting the tone of an event. The location and the day of the week will have a big impact on attendance. You therefore do not want to compromise on your ideal venue. If you want to secure the day, location and venue you want you will need to book as early as possible. Once you know your desired date, place a hold on the venues you like. It will not cost anything (in most cases) but will guarantee you getting the venue you want.
Step 5: get into the detail, set and manage the tasks
Based off the critical path, your team can now work out their own specific tasks for their components and then check with each other it is all happening in the right order. Get the order wrong and you can waste a lot of time and money. There are literally hundreds of tasks involved in delivering an event but the list below shows a few more “headline” items and how they need to be done in the right sequence.
Pre Event
- Complete business case
- Set a provisional date for the event, set the target number of attendees, set a budget Logistics
- Agree on the critical path and key review dates
- Work out format, theme, event branding and messaging Content
- Place suitable venues on hold
- Start the detailed budget
- Provide a detailed promotional schedule and comms plan, including post-event activity Promotion
- Make the final venue selection Logistics
- Design promotional material Content
- Start securing sponsors and exhibitors Promotion
- Start the detailed program, identify speakers and or performers Content
- Finalise invitation list Promotion
- Confirm venue Logistics
- Start build on marketing website Content
- Start promotion to target audience Promotion
- Identify suppliers required and get quotes Logistics
- Confirm budget viability Logistics
- Confirm program elements Content
- Ramp up promotions Promotion
- Confirm suppliers against program elements, make sure everything is covered and in budget Logistics
- Brief and rehearse speakers and performers Content
- Script MC/facilitators Content
- Work on on-site schedules for all elements Logistics
- Send confirmations, get everyone excited Promotion
- Production meeting for all parties Logistics
Event Day
- Assess effectiveness of program elements against objectives Content
- Survey sponsors, exhibitors and particularly the audience to check if their expectations are being met Promotion
- Make sure everything runs smoothly Logistics
Post Event
- Collate all assets created for the event Content
- Survey audience, sponsors and exhibitors Promotion
- Provide final budget reconciliation Logistics
- Report on ROI and event learnings Content
Step 6: manage the workflow
You have all agreed what needs to be done, now you need to make sure it is done on time and on budget.
- Get work-in-progress meetings into everyone’s calendars as soon as possible — initially these may be once a month but as you get closer to the event you may need to increase them to weekly or daily.
- Make sure the meetings are efficient — only involve the people you need to involve, have a clear agenda, take minutes and allocate resulting tasks.
- Keep stakeholders informed and on side.
- Make sure you are sticking to the business case — this means making sure the event objectives are not forgotten. Everything you do should be focused on achieving those objectives.
- Create on-site schedules for all parties involved so they know exactly what they need to do, when they need to do it and where.
The week before
- Run a final briefing call with all parties — run through schedules and remind everyone of the event objectives
- Make sure you have everyone’s contact details in an easily accessible place and share with the team
On the day
It is easy to get so involved in the logistics that you forget to really monitor the content.
- The logistics lead should be managing the schedules and making sure all activities are completed on time. If you are the logistics lead remember you are a manager and not a doer. You need to make sure you have the time to deal with any unforeseen problems.
- The content lead needs to make sure two things are covered. First they need to make sure speakers and performers are managed well, their confidence pumped up and they are ready to be their best. Secondly they need to monitor and assess the audience experience. This means critiquing the presentations and every other audience touch point. This is vital if you want to improve your event ROI over time.
- The promotions lead should be getting audience feedback on why they came to the event and if the event met their expectation, again for future learning and improvement.
Post event
- Arrange the post event debrief and review all event components against the business case.
- Leverage the opportunity you have created — all too often the event team misses a big opportunity post event. The tendency is to take a well-deserved rest and take your time collating feedback and acting on opportunities. However, the week post an event it a critical time for achieving your event objectives. Remember that your objectives are to get the audience to ‘do’ something, and they are more likely to ‘do’ what you want them to do at or immediately after the event. The reason for this is the audience sense of obligation — they are more likely to accept a call or meeting immediately after an event because they feel obliged to. Every day that passes after the event that sense of obligation diminishes.
- Assess ROI (return on investment). This may be possible straight away or you may have to set a date two or three months after the event, once the audience have had a chance to do what you wanted them to do.