How to run a successful event

AMANDA QUICK

An IT Trainer colleague of mine recently attended an event which began with the organiser saying ‘There’s no programme for the day – it’s up to you to design one’. (I immediately thought this was a great scam, something hard-pressed committee members should keep up their sleeves!) On that particular occasion, since the delegates represented a wide range of different professions, several volunteers came forward and offered to share experiences and expertise from their own fields. The event turned out to be highly enjoyable and stimulating for everyone. However, I would suggest that it is an exception and that most events demand careful planning from the outset!

Initial planning is best done in a team situation. Brainstorm ideas for event themes or topics, drawing from as wide a pool as possible. Look at what’s going on around the country. What have team members attended and enjoyed? What contacts do people have and how might they be shamelessly exploited?! Certain topics, such as job-seeking skills, will always find an audience; others may be in demand at certain times (see for example the current popularity of Web 2.0 courses). Consider your audience – who are you looking to attract? Are the timing and location suitable for the target audience?

Although teamwork considerably lightens the burden of event management, it is crucial to have one person with overall responsibility. They can maintain an overview of what needs to be done and how things are progressing, ensuring that any gaps are plugged. I am very geeky about this and keep lists of all the tasks, who is doing what, deadlines and so on. (Coloured highlighting is entirely optional!)

Finding a speaker can often be the hardest job. Keep your ear to the ground; get out and about to professional events so you know who’s available. Look out for interesting articles, but remember a great writer may not always be a great speaker. The most popular speakers often book a year ahead, so get planning now if you have a particular individual in mind.

The venue is also critical. Make the most of any free venues in your area. If you can use a venue where a team member or known contact works, inside info and on-the-spot liaison can be invaluable. How easy is it to find the venue, or to get there by public transport? Is it accessible to all potential delegates, such as wheelchair users or those with a hearing impairment? Check too whether your chosen venue can provide for your catering and audiovisual requirements, and whether the costs are reasonable.

Price your event appropriately. In the current climate, it is best to aim for cost recovery or profit – though you may choose to run one event at a premium so that you can then subsidise a different event. Consider your audience and what they, or their employers, are willing and able to pay. You will probably want to offer a range of prices, remembering students and the unwaged. Career Development Group events distinguish between rates for group members and other delegates, since group members want to see value for their subscription. Many speakers are willing to speak for free, but you should check this in advance! It is usual to pay travel expenses to speakers (remind them to book ahead for the best deals), and sometimes to offer a small thankyou gift such as a book token. It is always worth looking for sponsors – local firms, the hosting venue, or companies whose products may be relevant to the target audience. With sponsorship it is a case of nothing ventured, nothing gained! I am always surprised but sometimes people DO say yes.

Publicise energetically; use all available channels. Email lists are free and convenient, but you’ll want to publicise your event on several different lists and you may need to send the email a few times. Regional and sector-specific lists can be an important channel. You can also submit event details free of charge to CILIP Gazette, using the online form at http://www.cilip.org.uk/calendar. Career Development Group events can be publicised in the group’s journal, Impact – it’s worth putting brief details in the calendar if you haven’t got full details finalised at the time of going to press. Sometimes it’s worth designing a flyer and posting it out to libraries and information services in the catchment area – you’ll need to pay for printing and postage but it can be a good way of catching potential delegates who aren’t on the e-lists. Make sure your publicity includes full details of date, time, venue, title of the event and which group is running it, cost and so on. It can be useful to give a deadline for bookings, as you will usually need to give caterers numbers a week in advance. The Career Development Group often includes a statement about cancellations, e.g. ‘delegates cancelling less than 7 days before the event will be liable for the full fees’ – otherwise there is a risk of having to pay for catering or materials that are not in the end required.

You’re nearly there. Keep a close eye on all the different tasks, key deadlines and so on. Confirm your final numbers with the venue; make sure your speakers are happy and know where and when to turn up; draw up a final list of delegates and send them a programme and directions to the venue. Make up name badges and compile packs for delegates, including the day’s programme, group literature, speaker handouts and so on. Evaluation forms can be useful sources of feedback, so they should be included too. In this age of CPD, people often appreciate an attendance certificate.

On the day, arrive as early as is feasible. Communicate with the Reception desk of the venue – make sure they know what’s going on and where to direct delegates. If permitted, stick some posters up to guide people to the relevant room. Arrange the furniture to suit the event. Check the IT and AV equipment are working and who to call if there are problems. Welcome delegates and tick them off on your master list so you know when everybody’s present and correct. Remember to give out the housekeeping info – where are the toilets and fire exits, and what does the fire alarm sound like? Introduce your speaker, keep an eye on the time and intervene tactfully if they overrun. Make sure delegates fill in their evaluation forms before they leave at the end of the event.

You will never please everybody. Some things are always going to cause a few complaints. Temperature seems to come up a lot – public buildings are invariably stifling or chilly. Opening windows can help but can sometimes make it worse: I recall a summer event in Cambridge where we had a choice of ventilation plus deafening sound of outside road works, or actually being able to hear our speakers and making the best of some portable fans to prevent wilting. Do be sensitive to people’s physical needs: when the layers start coming off, it may be getting warm. In situations of extreme heat or cold, get venue staff to help in any way they can, allow delegates out for some fresh air, provide extra water or cold drinks.

Be sensitive to people’s differing social needs, too. As a raving extravert, I like nothing more than waving my arms about at the front of a room full of people, then greeting them all over coffee or lunch. This is not everybody’s style! For some, a whole day with complete strangers will be a somewhat stressful experience. If you see someone on their own during a break, you might like to say hi briefly, but let them be if they don’t seem to want to chat. Equally, resist the temptation to spend the whole day chatting to your long-lost deskmate or library school chum – there may be delegates who would love to meet you, maybe to ask about getting involved with your group, maybe just because they’re isolated in their own workplace and don’t know others present - you are after all the host. It’s a real bonus if you have a nice location and a pleasant day when folk can spill out during the lunchbreak, pop to the shops or just take a quiet walk.

Expect the unexpected. Sometimes things do go wrong and plans have to be changed. I was recently involved in running a one day course in Scotland. We had invited two guest speakers from London, and were greatly looking forward to their contribution, having worked with them before. The speakers set off for Scotland in good faith the day before the event, but travel situations conspired against them, left them stranded on a stationary train for several hours, and prevented them reaching us at all. However, we were able to make contact via mobile phone and chat through a backup plan. The speakers were able to email some materials through to a colleague who printed them out on the morning of the event. While we still missed their personal contribution, we were able to share some of what they’d prepared and effectively run a DIY workshop following their instructions. All was not lost. If your delegates are reasonable people (why shouldn’t they be?) and events are beyond your control, they will understand.

Running a successful event takes careful planning and hard work, and can cause the odd moment of stress or panic! However, it is consummately rewarding and can offer you some of the most memorable and rich experiences of your professional life.

A full checklist of considerations when planning an event is available from the CDG website – it runs to 8 pages and covers practicalities in more detail.

http://www.careerdevelopmentgroup.org.uk/nationalcouncil/eventsguide.htm

Amanda Quick
Vice President (Former Hon. Events Co-ordinator)
Career Development Group