B2589 Events Rough Guide St5

8/14/2019 B2589 Events Rough Guide St5

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www.events.bham.ac.uk

A guide to running

successful events

A well planned and executed

event can greatly enhance the

profile and reputation of your

organisation, connecting you

to the people that matter.

Kirsty Mack, Events Manager,

University of Birmingham.

Challenge what you know.


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Contents

Introduction 3Know your audience 4

What your audience and internal hosts

need to know in advance a checklist 5

Choosing the right date 6

Planning your budget 7

Booking high-profile speakers 8

Hosting high-profile speakers before, 9

during and after the event

Choosing the venue 10

Parking and transport 11

Signage 12

Setting up 13

Marketing your event 14Support services for your event 15

Appendix I Know your audience 16

Appendix II Basic budget 17

Appendix III Detailed budget 18


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Events Rough Guide 3

Planning an event can be a daunting task, particularly ifyoure doing it for the first time. This guide has been puttogether specifically for University staff so that you canavoid the usual pitfalls and execute a successful event.It also contains information for the University serviceproviders that you are likely to need.

Introduction

Why hold an event?

The most important thing to consider before

you even start planning your event is why you

are doing it. Dont hold an event just because

its always been held or because you think

you should. Consider the following:

What do you/your Department/School

want to achieve by holding an event?

Who is your desired audience?

What end result are you trying to achieve?

In essence, you need to set your objectives.

What are your objectives?

Objectives must be set before you start planning

an event. They will determine if you hold an event

at all and, if so, the format it will take. They will

also allow you to determine whether or not your

event was a success after it has taken place.

If the main purpose of your event is to

communicate a message you must first

decide who it is you need to communicate

with. Your event must be attractive to your

audience in order to encourage their

attendance. Outline what will attract your

audience, for example, keynote speakers,

black-tie dinner, networking opportunities etc.

Research similar successful events and,

where possible, speak to the organisers;

find out what did and didnt work.

If you want to raise your profile, the question

is, with who? Is it with a particular audience

or are you trying to generate publicity more

widely? A specialist audience is likely to have

very different expectations of an event compared

to the general public.

You should always design your event around

your objectives. If it is a celebration it needs

to feel celebratory. You may wish to include a

toast, speeches, ribbon-cutting, champagne

reception etc. If your primary objective is

networking, you need to make sure you

have allowed adequate time and provided

an environment which will encourage youraudience to mingle.

Determining your audience is key. This

element alone will shape the format, size,

timing and even the date of your event.

This is discussed further in the following

section, Know Your Audience.

Yes NoObjectives (examples)

Raising profilePublicity

Communicating key messagesCelebration/occasion ie, new

building launch/anniversaryEducating/training

EntertainmentVIP hospitality

RecruitmentNetworking/relationship

buildingFundraising


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4 Events Rough Guide

Knowing your audience is as crucial as knowing your objectives.In reality, the two go very much hand in hand.

Know your audience

Specifying your audience will determine:

What kind of venue the event should be

held at

What time of day, and day of the week,

would be most suitable Type of refreshments

Length of event

What format the event should take

Whether a keynote speaker is appropriate

and, if so, who that should be and what they

should be asked to speak about

In June 2006, a one day conference and dinner

was held to celebrate the 50th Anniversary of

the Universitys Physics and Technology of

Nuclear Reactors MSc. The timely positioning

of this conference, entitled Past and Future

of Nuclear Power, alongside the debates

surrounding the Governments Energy Review,

as well as strong keynote speakers, ensured

that the event attracted significant attention

from the nuclear community. This event met itsinitial objectives. The conference drew attention

to the work and research taking place at the

University both internally and within the nuclear

community. The keynote speakers helped to

ensure that the event was attractive to the

desired audience. The evening dinner in the

Universitys Great Hall provided the celebratory

aspect, recognising the success of the course

over the previous 50 years.

The launch of the new Medical School Student

Facilities Building took place in October 2006.

A symposium, with 3 high-profile, keynote

speakers, discussing Medical Education and

the Role of Tomorrows Doctors, brought in the

desired number of delegates from the medical

field, the key target audience. Again, this eventwas planned in line with the objectives and with

the audience in mind.

These are just 2 examples of events that have

been designed to pull in a specific audience

and have succeeded. For those of you who are

planning events for an audience that you are

not necessarily a member of yourself, Appendix

I lists some questions that you should think

about when designing an event for a specific

group. Even if you are used to planning events

for your peers, this is still a worthwhile exercise.


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What your audience and internal hostsneed to know in advance a checklist

The more information you can give your guests prior to theirarrival at your event the better. A well-informed audience willarrive calmly, without confusion, and will ultimately go awaywith a much better impression of you and your organisation.

Once your delegates/guests have registered theirattendance you should send them confirmation details

at least one week before the event. This checklist is anabsolute must when sending out these details: Date Time (including end time) Venue (with directions and a map showing the specific

venue ie, building name and room number) Parking (Free, Pay and Display etc.) Public transport details Contact details of the organisers Cost (if they havent already paid)

Dress code (if the event is a dinner/evening reception)

It can also be useful for your guests to know

who else will be attending the event.

If it is a conference, producing a delegate list

to give out at the event is sufficient

If it is a dinner, producing a table plan bookletfor each guest to look at during the drinks

reception is a good idea. It allows people to

see who theyre sitting with before they get to

the table as well as avoiding the usual cram

around the notice board displaying the plan

It is particularly important for your internal

guests/hosts to know who will be attending.

Ideally they should be informed of who the

guests are and why they have been invited.

At a dinner, you should certainly do this

as your external guests will then be well

hosted, putting them at ease, and leaving

them with a good impression of the eventand the University


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Choosing the right date

Choosing the right date for your event is

crucial. The following points will ensure

that you do this:

Wherever possible dont choose a date

around your own diary Think about the best time of year for your

audience (bear in mind things like school

holidays, exam periods, end of the financial

year etc.)

Research what other events are going

on both at the University and around the

country/world at the same time there is

have very busy diaries and you should aim to

confirm a date with them at least 6 months in

advance of the event. This point is discussed

further in the section, Booking and hosting

high-profile speakers (page 8) Never rush an event for the sake of holding it

by or on a certain date. It is far better to give

yourself adequate planning time. This will mean

that your audience is more likely to be available

and that the event is properly planned

no point competing for the same audience

as another organisation/company

If you do discover that another event is being

planned, aimed at the same audience, think

about the possibility of collaborating wouldit benefit you as well as the other company/

organisation to hold a joint event?

If you are booking a speaker, or speakers,

contact them or their diary secretaries to find

out when they are available. Your speaker

should nearly always be your priority when

confirming a date. High-profile speakers will


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Planning your budget

As with any project, the budget for an event

should be set in advance. Often you will be

given a budget to work to, other times you will

be asked to produce a budget for approval.

Either way it is important to make sure that itis as accurate as possible. Dont forget to add

VAT when using external suppliers. Internal

University suppliers will not charge VAT.

Appendices II and III will give you some

guidance in this area.


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Booking high-profile speakers

If you want a high-profile keynote speaker at your event, startplanning early. Most people in key positions plan their diariesat least six months in advance.

Booking

This is how to go about it:

Before you begin approaching your speakers

(6 months in advance) think about whether

you want University senior managementsuch as the Vice-Chancellor at your event.

You are advised to check your proposed

dates (usually a 23 week time slot) with

his office to determine availability

Phone the speakers PA/diary secretary in

advance and speak to them about the event

you are planning. Let them know the 23 week

slot you have in mind and ask if there are any

dates that would be impossible for your

intended speaker

If you are looking for a panel of speakers, do

this for all of them and then look at the date

on which the majority are available

Call the PAs back and ask them if they are

able to provisionally mark the most appropriate

date in the diary

Send a formal invitation letter to the speaker(s)

via the Vice-Chancellors office (or other host,ie, Head of College) with details of the event

including the topic around which you are

asking them to speak, and for how long.

If you send the letter to the VCs PA she will

issue it for you, usually within 48 hours.

Include with this letter a short brief of the

event and details of the speaker for the VCs

information. Also include in the letter that you

have spoken to the office of the speaker

and have provisionally held the date (the

University Events Team would be more

than happy to send you example letters)

The invited speaker(s) will then write back to

the VC accepting or declining his invitation

a copy of this letter will automatically be

forwarded to you. If you still have not heard

back after one month, call the VCs officeto double check that a letter has not been

received and then call the speakers office

to chase

Always have speakers in reserve so that a

second letter can go out quickly if the initial

invitation is declined. Remember that if you

are dealing with only one speaker you may

wish to look at an alternative date, one that

is more suitable for your second speaker

Once a speaker has been confirmed

you need to fill out a Freedom of Speech

Form which can be downloaded from

www.has.bham.ac.uk/documents Thiswill ensure that the appropriate people on

campus are informed of this visit ie, security


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Before

Develop a good relationship with their PA.

The PA will be able to provide you with all of

the information you need prior to their visit

Ask for an official biography and photo thatyou can use in any pre-event publicity/

marketing and in the literature on the day

Make sure that they know about the format

of the event, any other speakers, who the

audience will be and how many, well in

advance of the event

You need to know how they are travelling

to the event. Will they have their own driver,

be driving themselves or travelling by train/

plane? If they are travelling by car make sure

that parking has been reserved. If they are

arriving at the station/airport organise a

University car to collect them and dropthem at the venue

If they are driving onto campus you will need

to inform security of their expected arrival

time so that they dont encounter problems

getting onto campus

Will they be using PowerPoint or require any

other technical support? If so, ask if you can

have a copy of their presentation in advance

so that you can ensure that the stage is set

and that there are no technical problems prior

to their arrival

Do they have any dietary requirements that

you need to be aware of? Who will be introducing your speaker? If the

Vice-Chancellor (or similar) has been asked

to speak, write the speech and send it to his

PA at least 2 weeks in advance of the event.

You will also need to send the VC a full brief

(regardless of whether he is speaking) of the

event background, aims and objectives, who

the audience is and how many, full format/times

of the event, biography and photo of the

speaker, speaker arrival/departure time and

travel arrangements the more information

the better

During

Organise somebody to meet the speaker

on arrival. This should either be a senior

member of the University management

such as the Vice-Chancellor, or a seniormember of academic staff such as Head

of College. The organiser of the event should

also be present at this stage in case of any

questions/problems

You are advised at this point to show the

speaker where they will be speaking, to

ensure that they are comfortable with the

set-up. Technical support should be on hand

for a sound check and to make sure that the

PowerPoint etc is running smoothly. Make

sure that water is available for your speaker

on the lectern/table

Have a green room organised withrefreshments available so that the speaker

can gather their thoughts before delivering

the presentation

Make sure that the speaker is hosted

throughout the event including during

lunch/dinner

After

At the end of the event, or at the designated

departure time of the speaker, escort the

speaker to their vehicle, ensuring that they

have all of their belongings with them. Keep

an eye on the time dont rely on the speakerto leave on time for their train/next appointment

you may need to gently remind them that

their car is outside

If they are leaving in a University car ensure

that it is waiting outside before you escort

them out

The following day, email the PA to thank

them for their assistance, you never know

when you might need their help again

The VC/Head of College may also wish to

write to the speaker and thank them again

for their participation in the event you

should remind them of this You may also wish to send the speaker

any photos and press articles related to

the event

Hosting high-profile speakers before, during and after the event

It is crucial that your speaker(s) are well lookedafter before, during, and after the event.


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Choosing the correct venue is another important aspectto consider in the initial stages of planning an event.

Choosing the venue

Some events determine the location, such as

building launches, and in these cases this

will also determine your capacity. However,

the majority of events do not determine the

venue and therefore, by taking note of the

following points, you should be able to decideon the best venue/location for your event.

Location

Think about where your audience are travelling

from and how theyre likely to travel

Is there parking available?

Is it realistic to expect people to travel to

your event or should you be taking the

event to them?

Wherever possible use a University venue.

We have a fabulous campus and we should

show it at every opportunity

Impression

What kind of impression do you want to give

your audience?

What kind of venue are they used to going to

and therefore likely to expect from this event?

How can you exceed their expectations?

Capacity

Think realistically about the number of

people your event is going to attract and

book your venue accordingly

If you start planning your event in good

time it should be possible to provisionallybook 2 venues until you have a clearer

idea of numbers

Be creative

Dont automatically go for the obvious

be creative

How can you dress a slightly dull venue

to make it more appealing?

Ushers dressed as 19th century Greeks

and a Gladiator on the door is not what

youd expect from your average University

event but the Institute of Archaeology

and Antiquity certainly pulled it off at theirlaunch in March 2003!

If youre avoiding certain venues ask yourself

why and if the problems can be overcome

An event held at a university in America used

a tired old sports hall for a 1950s reunion as

this was the venue the alumni of that decade

remembered most fondly and associated their

time at university with. Some simple dressing

with bunting, flags and flowers, as well as agood clean, was all it took to transform the

feel of the room and transport people back to

the 50s. Another issue they encountered with

this event was the lack of parking at the venue.

The organisers turned this into a positive by

beginning the event at another car park and

transporting the guests in 1950s classic cars.

This is perhaps a slightly extreme example,

and certainly has a cost attached, but it shows

what can be done with a little imagination.


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Parking and transport

Is there parking at your chosen venue?

Yes

Make sure people know about it Include a map or clear directions with allthe correspondence

Make sure you tell guests if theres a chargeattached ie, pay and display

Make sure that the capacity is sufficient forthe number of cars you are expecting

No How are your audience going to get to you?

Should you be providing a shuttle bus fromthe nearest car park?

Is there a train station/bus stop that you canencourage people to use?

Make sure you have arrangements in placefor disabled visitors


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Putting up extra signage is crucial for almost any venue that youchoose. You are likely to know your way around but you must notassume that this is the case for your guests.

Signage

A few days before your event walk the route

that your audience will use (remember that

theres likely to be more than one route

depending on which transport option

they use) As you walk the route, make a note of where

signage is lacking and which way the arrows

need to be pointing (remember that you can

rarely have too much signage)

When doing this also make a note of what

youre attaching each sign to. Do you need

to find temporary posts to use on the day?

What will you need to use to attach the

signage Blu Tac? String?

Also carry this procedure out for disabled

access routes, which are often different

Print all of your signage at least the day

before your event, remembering that externalsignage may need to be laminated always

print a few extra in case you have missed

something on your initial walk

On the day of your event (or the evening

before) put up all the signage and walk

the route following only the signage you

have put up you will soon see if you

have missed something Make sure that the toilets/lifts/stairs within

the venue are clearly signed

If guests are using a lift during the event,

put a sign up in the lift telling them which

floor they require

These may seem like very trivial points but if

your guests cant find the venue they will arrive

late and hassled this is not the way to start

an event and certainly not the impression you

want people to take away with them at the

end of the day.


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Setting up

It is important that the room(s) are set up in the most user-friendlyway. Some spaces like lecture theatres prescribe the layout, butthis is not always the case.

sit in each area of the audience to ensure

that there is nothing that will restrict your

audiences enjoyment of the event

Count the chairs! You would be amazed

how many people dont realise that therearent enough chairs for guests until its too

late. Wherever possible, allow an extra 10%

capacity, to ensure the room does not feel

overcrowded or cramped

If you have VIP guests make sure that there

is named reserved seating available for them,

preferably on the front row

Dont cram buffet catering into a small space,

guests should ideally be able to move freely

around the tables. Use the buffet tables to

entice people into the room by placing them

away from the door but where they are

visible as people enter. This way you againavoid creating a bottleneck at the entrance.

Dont block fire exits at any time

Consider the following when looking

at options:

Cloakroom/coat racks these are generally

best situated near the entrance but make sure

you dont create a bottleneck by placingthem immediately inside the door

People generally slow down when they

enter a building so try to make sure that

this space is as open and welcoming

as it can be

Dont place your registration desk

immediately inside the door as this can

create a queue outside, but make sure

that its clearly visible and accessible

from the entrance

Always have somebody on the door of the

building, even if the actual room or venue is

some distance away this creates a nicewelcome for visitors and assures them that

they are in the right place

Make sure that there are no sight-lines being

blocked within the room by AV equipment


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Each event will be marketed differently depending on yourtarget audience, your budget and how many people you aretrying to attract.

Marketing your event

The most effective type of marketing

is direct email to a named receiver.

Building a database of the kind of people

you are targeting can be time-consuming

but you are likely to get a good return foryour time spent. This information is also

freely available on the web and therefore

ideal for low budget events. Start building

your databases early and make sure the

contact information is complete this will

save a lot of time filling in the gaps later on.

Starting from scratch, a database of 800

CEOs can take up to 100 man hours

to build

If you are directly inviting people to your

event you may wish to do this on behalf of

the Vice-Chancellor if it is high profile, and

especially if he himself will be attending. Theinvitation letter should always be sent from

the host of the event. Send the invitation

letter to the VCs PA, along with an invitation

list, for approval. Once it has been approved

you can send your letters out from the VC.

Remember to include your contact details for

guests to contact you for further information.

What is special about your event that will

attract people to it? If you have a high-profilekeynote speaker, or speakers, make sure that

this information is in the first line that people

read it needs to jump off the page. This is

the hook for your audience

If you are holding a public event which

is not targeted at a specific audience then

direct mail isnt always the best option.

Having said that, if you have databases that

you have built in the past you can always let

them know about the event if you think it

would be of interest. Use publications that

are read by a wide cross-section of society

such as the Metro newspaper this paper isread by over 55,000 people every day and its

advertising rates are relatively inexpensive

Inform the University Events Team of your

event so that it can be added to the events

webpage, student/staff portals and potentially

be included in Buzz

Always invite more people than you think

youll need for conferences/lectures good

quality publicity material sent in good time to a

well-researched and appropriate database can

expect a take up rate of approximately 10%.

Dinners tend to have a slightly higher take up

rate, generally in the region of 25 40% but

this depends on time of year, amount of notice

given, cost, venue, keynote speakers, etc. If you

would like further advice on this please contact

the University Events Team.


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Support services for your event

University Events TeamFor advice and support in the planning of

your event please contact the Events Team.

Ideally, please try and contact us before you

start planning your event so that we can help

you get on the right track from the outset.

Kirsty Mack

Events Manager

0121 414 7254

[email protected]

Eleanor Leftwich

Events Administrator0121 414 2950

[email protected]

Vice-Chancellors Office

For the Vice-Chancellors availability, and to

request his presence at an event, contact

his PA on 0121 414 4536 or at

[email protected]

Technical support

There will almost certainly be at least one

speech/speaker at your event and you need

to ensure that they can be heard and seenclearly by all of your audience members. To

ensure that this happens, enlist the support of

LRAT (Learning and Resources Accommodation

Team), who will be able to provide you with

the equipment and staff on the day. Make sure

that you do this in good time, at least 1 month

before the event. www.lrat.bham.ac.uk

*There are also external companies that can be used

if requirements are out of hours or very specific. The

University Events Team can discuss this with you.

Catering

Most events will require some form of catering,be that tea and coffee, a buffet lunch or a sit

down dinner. University catering services (part

of Hospitality and Accommodation Services)

can provide all of this:

Fresh Thinking team (for all on-site catering

ie, at the venue and all Great Hall functions)

contact Regina Brooks or Anna Griffiths

on extension 46250 or email

[email protected]

Staff House team (for all sit down meals in

Staff House) contact Jenny Walker on extension46252 or email [email protected]

Birmingham Conferences and Events

If you are looking to organise events such as a

dinner in the Great Hall, a residential conference

or day meeting at the University, you can speak

to the team at Birmingham Conferences andEvents who will be happy to help you make

the arrangements. You can also book bed

and breakfast accommodation through them

for visitors who need to stay over. The team

also promotes the University as a venue to

external clients. You can contact Birmingham

Conferences and Events on 0121 415 8400.

Room bookings

Central Room Bookings are responsible for

booking the majority of the rooms on campus.

They can be contacted on 0121 414 6884/

8058 or at [email protected] can also visit the website at

www.as.bham.ac.uk/work/teach/timetable

Furniture hire

If you would like to create a stylish, but more

informal atmosphere at your events, round

tables are available to hire from the Conference

Office. There are: 80 round tables at desk

height, 10 round cafe-style high tables and

7 rectangular tilt-top tables on castors. All

with light oak tops and silver metallic legs.

For further information please contact the

Conference Office on 0121 415 8400

Central Printing

For VC/Chancellor letterhead, poster blanks,

copying and other stationery supplies contact

Central Printing on 0121 414 6684

Design and Publications

For design and printing of invitation cards,

brochures, leaflets etc. contact Design and

Publications on 0121 414 7178. You should

book work with them at the earliest opportunity,

ideally 23 months before delivery is required.

Photography

The University does not have an events

photographer but the Events Team have

photographers that are used regularly.

For further information on this contact

the Events Team on 0121 414 2950

Security

You are advised to inform security of any event

that you are holding for several reasons:

If people are parking on campus security need

to be aware of an increased volume of traffic

If you have a high-profile speaker attendingextra security may be required

If a venue needs to be open out of hours

a security officer will need to be present

Contact Clive Reid, Deputy Director of Security

on 0121 414 5625 or at [email protected]

Cleaning ServicesYou may need to book extra cleaning

to ensure that the venue is presentable,

particularly if you are holding an event at the

end of the day in a venue that has been used

for teaching. Contact Frances Warriner on

0121 414 5638 or [email protected]

or Cleaning Services enquiries (Frances

secretary) on 0121 414 5633

Portering Services

If you require equipment moving/furniture

rearranging, University Portering Services

can organise this for you. Contact Jean Moranon 0121 414 5639 or at [email protected]

Transport Services

If you require transport for your event, Transport

Services can organise this for you. Contact

Jean Moran on 0121 414 5639 or at

[email protected]

Insurance

Standard University insurance is usually

adequate to cover events such as lectures,

conference and dinners that take place in

University venues and that use Universityequipment and catering. If you are planning

anything more than this, particularly involving

any third parties ie, bouncy castle/marquee

companies, you are advised to contact the

Insurance Office. When employing the services

of third parties you must always ask that they

have their own Public Liability Insurance to

cover anything that they are bringing onto

campus and arrange for a copy of the insurance

document to go to Gill Kelsall in the Insurance

Office at [email protected]. The Insurance

Office can be contacted on 0121 414 6628

Risk assessment

It may be necessary to carry out a risk

assessment for an event, particularly if guests

are visiting labs, areas where machinery is kept

etc. Risk assessment information can be found

on the Health and Safety web page at

www.hsu.bham.ac.uk

Fire safety

It is important that you contact the Universitys

Fire Officer to check on maximum numbers

allowed for your chosen venue if you are unsure

about capacity. You should also inform the FOif you are bringing in extra or different furniture

that will change the space available. Contact

John Minton on 0121 414 5256 or

[email protected]


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Appendix I Know your audience

What will your audience be expecting?

Have similar events been held recently? If so, with what success?

Do you know what your audience would like to know/discuss?If not, who can you speak to about this?

What is the age range likely to be?

Will your invitees want to bring partners/guests? (This is more likely at a dinner rather thana conference but should be considered for most events, particularly if people are travellingfrom overseas)

Where will they be travelling from? (Consider this when setting start/end times)

Will they require accommodation?


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Appendix II Basic budget

Event Provision Budget (ex/inc VAT)Room/venue hire

Refreshments (coffee/lunch/dinner)

Technical support

Equipment hire

Headed paper (written invitations etc.)

Envelopes

Labels

Badges and holders

Postage

Signage

Event giveaways

Design and print costs programmes/brochures/flyers

Marketing/publicity (advert costs etc)

VIP speaker costs (travel/accommodation)

Expenses

Transport

Porters (furniture/room set-up etc)

Security

Flowers

Musicians

Other entertainment/miscellaneous expenditure

Contingency (generally at 10%)


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Appendix III Detailed budgetie, Conferences

Event Provision Number required Cost per item VAT TotalConference expenditure

Day delegate rate

Cloakroom hire

Hire of venue(s)

Hire of exhibition space

Furniture hire

Buses from hotels to venue

Technical support/AV team

Conference materials, eg, bags

Headed paper (written invitations, etc.)

Envelopes

Labels

Badges and holders

Postage

Signage

Marketing and Publicity

Design and print costs programmes/flyers etc.

VIP speaker costs (travel/accommodation)

Expenses

Transport

Porters (furniture/room set-up etc.)

Security


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Event Provision Number required Cost per item VAT TotalConference dinner

Hire of venue

Bar set up/late licence

Drinks reception

Dinner per head

Table wine per head

Table water per head

Buses to and from dinner

Flowers

Entertainment

Giveaways

Other evening receptions

Room/venue hire

Canapes

Drinks

Conference income

Delegate fees

Early

Standard

Late/On site

Student Early

Student Standard

Student Late/On site

Exhibitor space (per stand)

Sponsorship


20/20

Edgbaston, Birmingham,8

9

UniversityofBirmingham

2008

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B2589 Events Rough Guide St5

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