Organising an Event: An Internal Guide to Planning and Managing an Event. Development and Alumni Office Page 1 of 22

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1 Organising an Event: An Internal Guide to Planning and Managing an Event Development and Alumni Office Page 1 of 22

2 Table of Contents 1. Planning an Event 3 - Event objectives - Target audience - Risk assessment - Budget - Date and time of event - Key message - Evaluation criteria 2. Organising a Venue 6 3. University Host and Speaker 8 4. University Services 9 5. Marketing and Promotion Ambience Briefing Notes On the Day Internal Events Directory 20 Development and Alumni Office Page 2 of 22

3 1. Planning an Event If you are planning an event of any kind, whether it is a conference, dinner, public lecture, business networking or student focused event, there are number of factors you will need to consider. This events guide will provide you with the right tools and advice to help ensure your event is successful and well managed. Before you begin to organise your event you should consider and plan the following: Event Objectives Setting clear objectives from the outset will subsequently help you to focus on determining the right event format and style to target the intended audience. As a result this will help to achieve the desired outcomes. Ask yourself the following questions to determine the event objectives: Why are you holding this event? What are the outcomes you expect to achieve from the event? For example, is the purpose of your event to: Celebrate an achievement, milestone or anniversary? Communicate a key message? Raise the profile and reputation within a key market? Launch of a new facility or service? Drive student recruitment? Network with peer groups? Engage with general public? Target Audience Identifying your intended audience will determine the format and style of your event together with how formal or informal the event should be. Ask yourself the following questions to determine the target audience: Who is this event aimed at? What does the audience need to know? What will hold their interest? How many people are you hoping to attract to the event? Is it an intimate event for a select group or a large scale event for your profession? Development and Alumni Office Page 3 of 22

4 Risk Assessment It is impossible to eliminate all potential risks at an event but you can minimise them by conducting a risk assessment. A risk assessment will allow you to consider and identify potential risks associated with the entire event (both pre and on the day), evaluate them and put strategies in place to minimise the risks. For example, risks that may be associated with an event are: Low ticket sales/registrations as a result do not cover the costs of the event. Health and safety risks associated with outdoor and/or public challenge events. Security threat associated with a high profile speaker such as a political figure i.e. public demonstration. Budget Hosting an event can be expensive and without careful budget planning can spiral out of control. Setting a budget in the early stages of planning an event is important to ensure that all foreseeable costs are covered. When setting a budget you must consider the following: Has the budget source been identified i.e. project code(s) for all costs? Is sponsorship required to cover costs? Has the break even point been established (if a fee paying event)? Have you accounted for VAT? Date and Time of Event In order to attract a good turnout of attendees, it is important to give careful consideration in setting the right date and time of the event. You should consider the following when determining the date and time: Consult with senior University hosts to check diary availability on proposed dates Check diary availability with proposed speaker(s) well in advance of the event Avoid school holidays and exam periods for both venue availability and attracting a good number of attendees Consider most suitable day of the week when attracting a business audience i.e. avoid Friday and Mondays and schedule over a lunch period or early evening Review other major events taking place across the University to ensure no clashes Allow for at least a three month lead time Development and Alumni Office Page 4 of 22

5 Key Message When planning your event consider what you want to say to your target audience and what you want them to know or do as a result of the event. This is important when developing event themes, topics of discussion, engaging with speakers and developing marketing and promotional material. Evaluation Criteria By evaluating your event, you can determine the success of your event and ensure that future events will be even more successful. It is important to evaluate your event to make sure that the University is making best use of its budget. In establishing event criteria you should consider the following: Review the aims and objectives of the event Did you achieve what you set out to achieve? Did the event come in on budget? What were the intended/unintended outcomes? How do we measure effectiveness? What tools do we use to measure our success? Refer to Appendix 1 for an Event Evaluation Form template. Development and Alumni Office Page 5 of 22

6 2. Organising a Venue It is recommended when organising a University related event to use the University venues, rooms and facilities as this provides a good opportunity to showcase the University in particular to an external audience. If your event requires you to organise venues both on and off campus, contact the Conference and Visitor Services Office (CVSO) for advice. When selecting a venue(s) for your event, consider the following: Capacity o Can the venue comfortably accommodate your target number of guests o Does the venue allow you to grow your event should your audience exceed your target number of guests o Equally if your event is more intimate, do not opt for a larger venue which may make the event look empty Audio Visual o Are there built in audio visual facilities such as a PA system, data projection and screen o Can the venue, if not integrated, accommodate a portable PA system such as free standing speakers and a data projection and free standing screen o Is there a clear line of sight for all guests or do you require additional projection facilities Access o Is the venue easily accessible to your guests and well sign posted or will additional signage be required o Are there lifts and/or special access for guests with disabilities o Can external suppliers easily access the venue Plan you event o Are there any venue restrictions that may alter the format of your event i.e. red wine not permitted to be served in the Hunterian Museum and Art Gallery o Is there space within the venue for on site catering o Do you require additional rooms close by for break out rooms, a pre or post event reception o Is there space for a registration desk as guests arrive o Where will guests put their coats o Are there bathroom facilities in close proximity Budget o Do you have budget allocated for venue hire should there be a fee associated with the venue Development and Alumni Office Page 6 of 22

7 How do I book a University room/venue? Central Room Bookings Central Room Bookings controls availability of approximately 170 teaching rooms, the University s Main Halls and Committee Rooms. To enquire about availability please log on to MyGlasgow for staff The preferred way in which a booking is made is completing an on line form at To contact Central Room Bookings timetabling@glasgow.ac.uk There are charges which may occur for the bookings of teaching rooms, Halls and committee rooms for non-teaching purposes. These will take into consideration hire of accommodation, cleaning, heating, lighting and any janitorial costs. Conference and Visitor Services (CVSO) CVSO should be contacted in the following instances: If you require the hire of the Hunterian Museum or Art Gallery If you are organising a conference for an individual, a department or the University as a whole. CVSO will provide a one-stop service for co-ordinating elements of your conference such as venue selection, catering and audio visual hire through to advising on discounts available and managing the full delegate registration. Contact CVSO: Tel: / cvso@glasgow.ac.uk Website: Principal Lodging The Principal Lodging is suitable for smaller, more intimate receptions, afternoon tea and dinners. For availability and advice please contact: principals-lodging-manager@glasgow.ac.uk Development and Alumni Office Page 7 of 22

8 3. University Host and Speaker It is important, where possible, to secure University hosts and speakers in as far in advance as possible of the event (at least 3-6 months). University hosts This could be the Principal, a Vice-Principal, a Head of College or Head of School. When securing a University host you should provide the following information: Details of the proposed date, time and location of the event to seek availability A short brief on the event and proposed running order Advise on the their role and duration of the commitment required To seek availability in the Principal s diary contact: Executive Assistant to the Principal Fiona Quinn Telephone: Fiona.Quinn@glasgow.ac.uk Speakers Your guest speaker may be a University academic or an external candidate. Consider the following when booking a speaker: Develop a well researched list of target speakers and approach in priority order Provide speaker with a full brief on the event, a rough guide as to their presentation topic/theme and generally what is required of them Clarify if a formal invitation letter to present should come from the Principal or Head of College or School Always provisionally hold suitable dates in the diary of the speaker Confirm if there is a fee and/or expenses associated with the speaking commitment Obtain a biography and photograph (if necessary) of the speaker for any promotional material Agree on any media related activities with the speaker and in conjunction with Corporate Communications If the presentation is being filmed/recorded ensure that the speaker signs and returns a Content Contribution Form from the Media Team, Corporate Communications to permit the recording to be used by the University of Glasgow Issue a briefing document to the speaker at least one week prior to the event outlining the running order, meet and greet details, access, details of VIP attendees, protocol arrangements etc. Remember to always follow up with a thank you letter/ to the speaker whether it is from yourself, the University host or committee. Development and Alumni Office Page 8 of 22

9 4. University Services The University services play a vital role it ensuring that your event runs smoothly. It is important to engage with the necessary university services as early as possible to provide them ample time to schedule and manage resources to deliver the best possible service. The following university services should be contacted when planning your event: Janitorial Services The janitorial services are led by the Bedellus. The Bedellus office manage all of the teaching rooms, main halls and committee rooms. It is essential to brief the bedellus of special requirements within the venue for your event. This will include room layout, the removal or addition of tables and chairs, cloakroom requirements, timings of the event to allow for set up and tear down and arrival of staff, hosts, speakers, suppliers and guests on the day of your event. Please contact Bedellus Office: Tel: extension 3107/ bedellus@admin.gla.ac.uk Audio Visual Services Audio visual services can provide advice and technical support for your event. While many of the venues have built in audio visual equipment (i.e. data projector, screen and PA system) you are required to contact audio visual services to book this equipment and confirm if on site technical support is required. It is advisable for larger events and/or those that require microphones and data projection facilities that a technician is booked to be on site during the event. A minimum of 5 working days notice is required to be given to audio visual services for the hire of equipment and staff. To request audio visual equipment you must complete an on line form located at For further enquiries contact: Tel: extension avbook@gla.ac.uk Security and Parking For any event at the University whether it is a public or invitation only you should advise Central Services. In particular if the event has a high profile controversial speaker, a ministerial visit speaker, overseas dignitary in attendance Campus Security must be informed. They can advise on any security issues and offer assistance with the onsite logistics of the event in terms of organising a suitable level of security on the day. Development and Alumni Office Page 9 of 22

10 Parking is often an important consideration for many guests attending an event. While parking is available on site at the University after 5pm during the week and at the weekend, during the day is limited. If required, parking for guests with disabilities and/or a guest speaker can however be arranged via Campus Services during the day. To discuss and advise on both parking and security needs contact: Tel: extension Security-main-campus@glasgow.ac.uk Or alternatively the Traffic & Security Manager, Mr John McIntyre can be contacted direct on: Tel: extension John.McIntyre@glasgow.ac.uk Cleaning While the venue may have been booked it cannot be assumed that the venue will have been cleaned prior to your event. In particular, if there is a lecture or another event taking place directly before your event it is likely that the venue will required cleaning. Charges will apply for the cleaning of a venue. Contact Cleaning Services for a quote and further information: Tel: extension 7447 or Litizia.Kelly@glasgow.ac.uk Heating During the autumn and winter months many if not most of the rooms and venues will be required to be heated for an event, both daytime and in the evening. Estates and Buildings manage the heating requirements throughout the University. To request heating in a particular venue you are required to complete an on-line Maintenance Request form. This can be found at: For further information contact: Tel: extension 6000 or 4457 Development and Alumni Office Page 10 of 22

11 Photography It is always useful for future marketing and promotional purposes to book a University photographer for your event, particularly if there is a high profile speaker and/or a senior University representative in attendance. The Photographic Unit within the University offer support for events. For advice and to book a photographer contact: Tel: general extension 5433 Stephen McCann: Head of Department/Senior Photographer Tel: extension s.mccann@admin.gla.ac.uk Filming To film and/or audio record a lecture presentation during your event, contact the Media Production Unit within the University. The Media Production Unit has the expertise and infrastructure to produce high quality video and audio material for teaching, research or promotion. To allow the Media Production team to provide the best possible service, please provide as much notice as possible of your needs by completing the Media Production Unit Programme Request Form available on line at: Alternatively media@learn.gla.ac.uk If you have anyone presenting or appearing in an event that is being recorded, they will need to complete and return a Filming Consent Form: Promotional/Educational. The form can be found at: Development and Alumni Office Page 11 of 22

12 Catering Hospitality Services manage all the catering requests for events at the University of Glasgow. If for whatever reason Hospitality Services are unable to deal with your event request they will refer you to an external recommended and approved supplier. There are a number of things that you should consider when organising the catering for your event: What is your allocated budget for catering, normally calculated at cost per head? Is it formal or casual catering i.e. sit down dinner or stand up buffet? Is it hot or cold food required? Beverage selection hot, cold, alcoholic and non alcoholic Can the theme of the event be followed through in catering? Special dietary requirements Is the caterer required to provide menus, place cards, linen, table numbers? Is power required for the caterer? For further information and to request a quote contact: Tel: extension hospitality@glasgow.ac.uk Web: Development and Alumni Office Page 12 of 22

13 5. Marketing and Promotion The development of a marketing and promotional plan is essential to effectively target your desired audience and ensure a good turn out on the day of the event. Invitations If your event is a closed event (by invitation only) you should aim to issue the invitations at least six weeks prior to the event. When planning the invitation process you should undertake the following: Generate the guest list ensuring that all contact details are up to date and thoroughly checked Seek input from University host/head of College/Head of School/Head of Department/organising committee Determine most suitable method of communication based on target audience and timeframe i.e. printed invitation card or letter by post or via Determine RSVP date Determine registration process i.e. via or on line registration (Eventbrite free on-line event management tool Prepare the text for the invitation which should include: o Title of the event o Date o Venue o Time o Dress Code o Programme including speaker and/or host o Brief details on the background of the event subject o Directions to the location o Registration process o RSVP details o Signed off by the Principal or the University host One week prior to the RSVP date review registration numbers and determine if a follow up reminder should be issued via or by telephone Marketing If your event is open to the public you will need to develop marketing material to promote to both an internal and external audience. Once again your budget will determine how much you have to spend on the marketing and promotion of your event. When developing marketing material whether it is a poster and/or a flyer together with web based information, it is important that the material reflects the University s brand and visual identity. The brand identity has five components: Marquee Typeface Colour palette Tone of voice and language Photographic approach Development and Alumni Office Page 13 of 22

14 You can download the guidelines detailing the brand framework and how they should be used at: You must also ensure that the marketing material includes the following information: Event name Speaker details Presentation title Date Time Venue Paid or free Call to action (i.e. how to register) Contact details Corporate Communications can provide support and assistance on developing marketing material in terms of design and printing; sourcing and laying out photography; template design etc. For further information and advice contact: Ailie Ferrari, Depute Director (Digital Media, Campaigns & Marketing) Tel: extension Web: Branding Display stands not only continue to promote brand awareness to your targeted audience but can also be very useful in helping to dress your venue should the space become too large or hide unsightly areas. Corporate Communications hire (free of charge) small and large University of Glasgow branded stands that you can display in prominent areas around your venue (i.e. registration desk, beside the presenter, entrance to a room etc). These stands are limited and, although there is no hire charge, it is advisable to book as far in advance as possible. Book on-line to reserve a display stand: Development and Alumni Office Page 14 of 22

15 Promotion There are numerous ways to promote your event: Advertising Social media Direct Mailings Media Relations (press release/editorial) Web based publicity Internal Promotion Website Send full details on the event and an image (if possible) to Corporate Communications manage all event requests for the University website events listing. Promote on own College or School web pages (link from the University events web page listing) Poster Distribution Send printed posters for distribution around key locations around the University to the Mail Room Manager (based in Central Services). Approx 30 required. Tel: extension 2804 Emai: Staff & Student Send an all staff and student about the event. You must seek permission from David Newall, Secretary of Court to issue this . On approval, the details to the Campus Postmaster at Social Media Face book University general and/or University Service/Academic Unity/Student Society pages Twitter - University general and/or University Service/Academic Unity/Student Society accounts TV Screens a landscape/jpeg file to the following: campusscreens@glasgow.ac.uk Ellen.Thompson@glasgow.ac.uk (Ellen Thompson, Hospitality Services) Grant.Reilly@glasgow.ac.uk (Sport and Recreation Service) Michael.McNaught@glasgow.ac.uk (Sport and Recreation Garscube) Campus enews Issued on a fortnightly basis by Corporate Communications Development and Alumni Office Page 15 of 22

16 Send event details to Publications Editorial or advertise event in an internal publication (i.e. Avenue magazine) Development and Alumni Office Page 16 of 22

17 External Promotion Advertising Place an advertisement in a local or national newspaper, industry publication or journal or websites. Contact Corporate Communications for advice communications@glasgow.ac.uk Listings (often free) Gumtree - The List Direct Mailings Target your desired audience (develop a hit list ) direct by sending general marketing material via post or electronically Use an external organisation to target your market through leaflet and poster distribution (arts and cultural venues, leisure centres etc) and/or hand to hand promotion. Contact Direct Distribution Sponsorship Seek sponsorship support from a corporate partner, supplier, local association, in kind, by way of free advertising/coverage of the event. Media Press Release The Media Relations office at the University can assist with preparing and issuing a press release press@glasgow.ac.uk The Media Relations office can also speak with journalists and local media to seek editorial coverage or an interview with your key speaker. Development and Alumni Office Page 17 of 22

18 6. Ambience Creating the right ambience at an event, particularly if it is a social event, is important and requires careful planning. Your budget will of course determine what you can spend on certain aspects of creating the right ambience i.e. food, theming, branding, entertainment etc. You should consider the following: Menu for formal dinners seasonal produce and always a vegetarian option. Choose wines to compliment your chosen menu Serve canapés, wine and/or champagne at drinks receptions. Always offer a non alcoholic option Produce a seating plan for formal dinners with relevant table names Appoint a host(s) for each table and liaise when considering seating location of guests Compile background information on external guests to share with hosts prior to the event as this will help to facilitate conversation at the start of the evening (strictly confidential and not to be shared with guests) Produce individual place cards for formal dinners Produce a printed menu card with running order for the evening Arrange centrepieces for tables at a formal dinner and arrangements (floral) for cocktail receptions Book musical entertainment whether it is background music (string quartet) or as a main feature of the event Book an after dinner speaker for a formal dinner Arrange for an external lighting company to provide additional/coloured lighting Brand your event by making sure all print and display material are in one consistent style (i.e. menu cards and free standing display banners) Provide name badges for all attending guests that are in clear, easy to read font branded accordingly. Most suitable for a cocktail reception/networking event. Organise chair covers for formal dinners Ensure that the reception desk is easily located for attending guests Provide a cloakroom area (manned if possible) for all guests Adequate support staff ushering guests to the right locations, seat at dinner and facilities within the venue When using external suppliers (i.e. florists, lighting and theming) you are required to use an approved supplier of the University. Details on all approved suppliers can be found on Agresso. Development and Alumni Office Page 18 of 22

19 7. Briefing Notes When dealing with a number of suppliers, both internal and external to the University, it is important to clearly and concisely communicate the logistical details to all involved in the event. It is recommended that a Briefing Note is prepared and issued to staff, suppliers, hosts and speakers involved in the event. Some recipients (i.e. speaker or host) may not require information on the certain logistical aspects of the event such as the venue set up and catering and this can be tweaked for each recipient. This document should be ed one week prior to the day of the event to give suppliers adequate time to plan and organise resources for the set up and on the day of the event. Final changes can be made the day before or on the day of the event and advice to suppliers at the time. This will ensure that everyone involved is working to the same run sheet especially on the day of the event, and ultimately it would be less likely for things to go wrong on the day. The master Briefing Note should include full details on the following aspects of the event: Event Background Speakers/Hosts including biographical details Venues Room Layout(s) Running Order Catering (including dietary requirements) Audio Visual Suppliers Security/Parking Arrangements Cleaning Staff/Volunteer roles Other Important Information i.e. special displays involved in the event Event Staff Contact Details Development and Alumni Office Page 19 of 22

20 8. On the Day The day of the event has finally arrived and you are setting up the event. There are some things that can be quite easily overlooked but are again important to the smooth running of the event: Final Registration Numbers: A final list of attendees for all aspects of your event should be printed and copies taken to the event for the registration desk and on site staff Event Briefing Update: If there are any changes to the final Event Briefing Note these should be communicated to the required suppliers and staff at the start of set up i.e. changes in catering numbers, line up of speakers Directional Signage: Prepare, print and laminate directional event signage to be put up in and around the venue for attending guests, speakers and suppliers (this includes to lifts and WC facilities) Reserved Seating: Print and layout reserve seating signs for VIP guests, speakers and guests with disability requirement Venue Check: Take time to walk around the venue(s) to check layout, cleanliness, fire exits aren t blocked, required equipment is on site Technical Run Through: Assuming time permits in the running schedule make sure that audio visuals and pa system is working properly and that any speaker presentations are uploaded and running properly Staff: Ensure that all assisting staff are well briefed on their responsibilities during the event, familiar with the venue and have a copy of the running schedule to hand throughout Registration Desk: Ensure that the registration is set up well in advance of guest arrival. Name badges should be visible to guests and sorted by surname. This will enviably be guests first point of contact at the event and warm welcome should be offered Branding: Ensure that all display stands with corporate branding are positioned in key location with maximum exposure to guests and attending media without detracting from the speaker and event Stationery Box: Pack a full box of stationery that you just may require on the day. This may include blue tac for signage, extra signage, pens, paper, cellotape, extra copies of the program, extra bottles of water for speakers, list of supplier and speaker contact numbers Development and Alumni Office Page 20 of 22

21 9. Internal Events Directory Booking a Venue Central Room Bookings Log on to MyGlasgow for staff Book on line: garoom/ timetabling@glasgow.ac.uk Conference & Visitor Services Tel: / cvso@glasgow.ac.uk Website: Principal Lodging principals-lodging-manager@glasgow.ac.uk University Services Janitorial Tel: extension 3107/ bedellus@admin.gla.ac.uk Audio Visual Tel: extension avbook@gla.ac.uk Security and Parking Tel: extension Security-main-campus@glasgow.ac.uk Cleaning Tel: extension 7447 or Litizia.Kelly@glasgow.ac.uk Heating Tel: extension 6000 or /default_gl.php Photography Tel: extension s.mccann@admin.glas.ac.uk Development and Alumni Office Page 21 of 22

22 Filming uction/servicesforstaff/ Catering Tel: extension Web: Corporate Communications Marketing Ailie Ferrari, Depute Director (Digital Media, Campaigns & Marketing) Tel: extension Branding Laura Gallagher (Administration Assistant) Tel: extension andingyourevent/ Development and Alumni Office Page 22 of 22