MEETING/CONFERENCE PLANNER
This template is a quick reminder of how complicated conference organizing is - and how everything connects. There is no linear sequence in such planning. Everything is going on simultaneously. you may in fact be involved in multi-year conference planning because planning cycles are typically two to three years.
Attached to each branch are further sets of branches so that you can drill down to as much detail as you need to. As planning proceeds you can also keep the information right on the maps, attaching relevant information in this document or create links to other documents. Its a dynamic way to think and plan and to capture all the details of the process as you do so.
1. Dates
Among the first thing to establish is a set of preferred dates. You have to have several options because the facilities you want may be already booked. Decide on preferred dates two to three years in advance.
2. Theme/Key issues
If your conference is an annual one, some features will be continuing - annual or section meetings, for example. But in order to draw paying participants, you will need a clear theme or issue orientation. You need to decide on this before you can contact keynote speakers and seminar leaders.
2.1 Topics
Once you have identified topics, you need to develop a list of preferred speakers and rank them in priority order. Good speakers are booked years in advance. It pays to do some preliminary investigation if speakers work through agents or speakers' bureaus.
A tip - speakers will sometimes appear for far less than the official asking fee if they are interested in the topic. Some will speak at no cost in return for being able to sell or promote their books or other products on-site. Sometimes they will look on an event as a marketing opportunity and speak for free. In other cases they may come because they are enthusiastic about the subject. In one case a well known speaker whose rate was $5000 actually came for $500 because he was passionate about the subject.
2.1.1 A
2.1.1.1 Speaker A
2.1.1.2 Speaker B
2.1.1.3 Speaker C
2.1.2 B
2.1.3 C
3. Preliminary Schedule
Before you can talk to facilities, you need to have a fairly clear idea of exactly what is going to happen. List every event from the welcoming reception to the closing session and try to be as specific as possible. Unless you know what you want to do, it will be difficult to get a clear estimate from your conference site.
3.1 Number attending
It is really important to establish the estimated number in attendance because so many things are related to it - the required facilities, the cost and projected revenues and the final delegate fee. If you ignore the issue, you will find you have facilities that are either too big or too small. You may also have an unrealistic picture of what the shared costs can be when divided by the number of delegates who will have to pay for them.
4. Venue
4.1 Preferences
Develop a list of preferred sites and find out if they are available. Ask for costings of the room requirements based on the preliminary schedule requirements.
4.1.1 Availability
4.2 Room Requirements
Be as succinct and specific as possible. The facility is not interested in any detail but the space and configuration.
4.2.1 Plenary
4.2.2 Breakouts
4.2.3 Banquets
4.2.4 Meetings
4.3 Equipment Requirements
Make sure the room requirements are based on your preliminary schedule. In researching speakers find out what kind of audio-visual equipment they are likely to require.
4.4 Meals
Obtain menu samples and assess options. Remember that some delegates may have dietary preferences or restrictions and allow for options.
Decide whether meals are part of the conference package or are optional. For convenience, lunches are frequently packaged to allow interaction among delegates and to help keep on schedule. Other meals have more flexibility. Some may be packaged as separate items.
4.5 Accommodation
Allow for options if possible. Some delegates may prefer luxury hotels; others will come only if there are low budget options. Consider using university dorms when they are available.
4.6 Other Needs
4.6.1 Registration
It is important to find out whether the facility will provide registration services or whether you will have to provide your own.
4.6.2 On-site office
Conference organisers will need some working space during the conference itself. Make sure this is provided.
4.6.3 Exhibitors
Estimate the number of exhibitors who will attend and what their space requirements are likely to be. Also be sure to know what kind of equipment is available and what its cost is. You want exhibits to contribute to net revenues, not net cost and you will need this information before you set exhibit fees.
5. Finances
Conferences are an excellent source or revenue when they are successful. When they incur a net cost, it is nearly always a sign of inadequate advance planning. The key issue is distinguishing between fixed costs and variable costs.
5.1 Fixed Costs
These costs will be incurred whether one person comes or 1000 attend. They represent your up-front reservations for space, for keynote and other speakers, and the cost of promoting the event. They also include a certain number of delegate materials used on-site. These costs have to be added together and then divided by the expected number of delegates.
5.1.1 Meeting/Exhibit space
5.1.2 Speakers
5.1.3 Promotion
5.1.4 On-site Materials
5.2 Variable Cost
These depend on the number actually in attendance. Accommodation should not be packaged in the registration fee because it may vary. Banquets and special meals should be optional for the same reason. Ideally exhibit space should expand or contract based on the actual number in attendance.
5.2.1 Meals/Accommodation
5.2.2 Extra on-site materials
5.2.3 Exhibit space cost
5.3 Revenue
Once you have established basic costs, you are in a position to project revenues. Delegate fees usually form the largest part. Certain conferences are amenable to sponsorship. Sometimes this actually means pre-event commitment to purchase a certain number of spaces for participants. Exhibitor fees are also a good source of revenue.
The fatal error is to decide on a conference price before adding up the expenses. An even more fatal error is to send our promotion without having a clue what the event is really going to cost. Avoid both.
It is always a horse race to bet on how many people will actually come. Err on the conservative side and you are likely to make money when more people attend.
It is possible to do some pre-conference research by asking typical attendees, "What do you think people will be prepared to pay for a conference consisting of ......?" If their estimate is within $25 of your target, you are probably fine.
5.3.1 Sponsors
5.3.2 Exhibitors
5.3.3 Delegate Fees
6. Promotion
Once you have made your decisions, you can start on promotion. This needs to be released at least six months before the event for major conferences and three to four months in advance of regional ones
6.1 Content
Make sure information is complete as possible. Encourage delegates to sign up for specific events such as workshops and limit attendance to room capacity. Stress a first come/first served perspective.
6.2 Design
Make sure that the design is as attractive and colourful as your budget will allow. Try to make sure that the flip side of the application does not contain information that is important to the delegate such as workshop topics and locations
6.3 Distribution
Depending on the nature of the event, you will have to do significant mailings. Return rates are often 1 in 10-20 for middle range events and 1 in 100 for high priced events. Make sure that printing, design, and postage in adequate quantity is part of the budget.
7. Hospitality
First impressions are very important. Delegates are often tired and confused when they arrive. Making them feel comfortable on arrival, during the conference and at departure are key elements in drawing them back in the future.
7.1 Delegates
Registration requires many people to make the process as speedy as possible. Advance pickup of materials helps crowding. After the initial crowd is through, you can reduce the number on the desk substantially
7.2 Guests/Accompanying Persons
These need to be included in the registration list and full materials provided. Most conferences also arrange excursions (at cost) to fill the day for those accompanying conference delegates.
7.3 VIP
It is important to have persons lined up to meet and accompany any such guests.
7.4 Speakers
Allowing speakers to view their presentation rooms in advance is excellent. Assigning them a volunteer to troubleshoot on the day of the presentation is much appreciated. Most speakers like to arrive early to set up or test equipment and this should be addressed in the schedule of the planning team.
8. Delegate Kits
Allow time in the planning cycle for their preparation because it is much more time consuming than you realise and it has to be done close to the event itself.
Have as much information as possible in writing. People either don't hear announcements or they forget them.
8.1 Final Schedule
This should be part of every package compete with revisions. If you can afford it, a pocket sized version is much appreciated.
8.2 Badges
Use the type that can be recycled and encourage delegates to drop them off when leaving the last event. Colour coded circles can indicate pre-chosen workshops and other events.
8.3 Maps
While planners know a location or facility well, delegates do not. Delegates should have maps of how to find the facility as part of their registration receipt. Once they are there, they need a facility or area map to find the easiest routes.
8.4 Local information
Local tourism and convention offices are usually happy to provide information about local events, attractions and restaurants at no cost. A suggested restaurant list with approximate prices is helpful.
8.5 Meal Tickets
The best place for these is in the back of the delegate's badge. They are quickly available when needed.
8.6 Accommodation Information
It is a good idea to provide information about how to get to the conference venue from any of the participating hotels and provide information regarding parking. If inter-facility buses are used, times for pick and drop off need to be indicated.
9. Evaluation
As soon after the conference as possible, while the memory is still fresh, review all aspects of the planning cycle and the event. Document what went well and what needs to be improved. And then start the process all over again!
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