Event Management

Last updated: 25.02.2022 Editor: David Jenkins

Purpose ✅

The purpose of hosting events as part of the Wavumbuzi offering is:

To promote the Wavumbuzi brand and generate engagement
To upskill and properly equip our key stakeholders
To celebrate and recognise individuals in the community
To entrench the credibility of the Wavumbuzi brand within the ecosystem
To generate PR and public attention
To showcase and appreciate our strategic partners
To create the space for “magic of moments” - an opportunity for stakeholders to experience a tangible brand presence/atmosphere

Approach ✅

The intricacies of hosting a world-class event are infinitely complex and can be overwhelming to try and think about all at once. In our experience, there are five key documents that form the foundations for hosting a successful event. Of course, there are hundreds of thousands of niche details to consider which sit within these documents (more on this below), but we have found that these five key documents will serve as a useful foundational guide for organising and structuring these niche details into a manageable workspace for successful event design.

1. Concept, Vision and Attendee Experience

First of all, it is critical that a shared concept/vision exists for the event and that this concept/vision is documented, so that it can be shared with the entire event team, staff, volunteers, key suppliers and other important stakeholders. Importantly, the concept/vision should be described from the perspective of the attendees, detailing what you intend for them to experience when attending the event. Adopting this perspective is a useful tool for event planners, as it serves to remove you from being bogged down in the practical details of the event (budget, food, entertainment, etc.) and allows you to focus on the most important outcome of the event - the attendee experience.

In forming your event concept/vision, it is critically important that the objectives of the event are clear from the beginning. In the "Purpose" section above we have provided some examples of such objectives for past Wavumbuzi events, which can help to serve as a guide for future event planning.

The best way to find inspiration for forming an event vision/concept is to research other events that are attempting to achieve similar outcomes and objectives as yours. There are thousands of world-class events being hosted each year across the globe. Identify those that get you most excited, read more about them and pull pictures from the event library which showcase the parts you like about them. Having visual examples of what you want to achieve will bring your concept/vision to life.

In addition to a detailed description of the attendee experience, and visual examples of what you want to achieve at your event, it is often useful to include a first draft of the event programme (at it's highest level) in your event concept/vision. This is particularly useful for suppliers and other key stakeholders, who can subsequently better coordinate their offerings and provide more accurate proposals/quotations based on the proposed programme.

Example: Kenya 2019 Awards Event Vision

Example: Rwanda 2021 Awards Event Planning Doc

2. Project Plan

The event project plan is the central repository for documenting all the tasks, decisions and actions required to bring the event concept/vision to life. If anyone wants to know anything about the event, they should be able to open up the project plan and find all the details they need (or at least the individual they need to talk to who is in charge of knowing those details).

As a planner of a large event, it is impossible to coordinate everything yourself. The project plan serves as a useful tool for ensuring alignment and accountability within your events team. In the "what to consider" section below, we have documented several overarching categories which will help to guide the structure of your project plan. However, it is important to remember that each event is unique, so the event project plan will need to be tailored to the specific needs of each event.

Example: Kenya 2019 Awards Event Plan

3. Budget

As is the case with all projects, the event budget underpins and guides all decision making when it comes to forming your event concept/vision and devising your event project plan. The overall budgeting process, payments, invoicing, etc. should be managed by the Finance team, who will be able to support with the budget line items that need to be considered. However, the sourcing of quotations and the decision making relating to how the budget is allocated will fall under the event team's responsibilities.

As a general rule, virtual events are usually much more affordable to host than physical events. However, it is also usually far more difficult to control the attendee experience at virtual events, which makes the reality of achieving the event objectives less certain. If budgets are particularly tight, a virtual format may be your only option. Alternatively, decreasing the size (number of attendees) of a physical event is another good way of accommodating tighter budgets. Each additional guest at a physical event is often quite costly (you need to provide food and drinks, you may need to arrange accommodation, transport, etc.), and as a result will force you to begin to sacrifice the quality of attendee experience.

Example: Kenya 2019 Event Budget

4. Event Runner

The event runner is an intricately detailed version of your high-level event programme, which gives a minute-by-minute breakdown of exactly what should be happening throughout the setup, hosting and breakdown phases of the event. This is a particularly important document for the event Emcee, as well as the event technical/AV team, as it outlines both the flow of the event programme and the actions required to ensure that the intended flow is achieved in a seamless manner.

In addition to the Emcee and technical/AV team, it also provides a useful reference for volunteers, staff and suppliers for coordinating their activities and responsibilities throughout the production of the event.

Example: Kenya 2019 Event Runner

Example: Rwanda 2021 Event Runner

5. Floor Plan

The event floor plan is another useful tool for coordinating the setup of the event space on the day, especially when access to venues and booking times are particularly tight. The floor plan details the envisioned position of all the physical assets that will be located in the event space. This could include the positioning of anything from printed brand collateral, seating and supplier stands to lighting, audio equipment and stage direction.

A final version of the event floor plan should be provided to all major suppliers to serve as a guide for their positioning and setup/breakdown logistics on the day. Should the event require a specific seating plan, or is large enough to require a map for attendees, a simplified version of the event floor plan can be used to achieve these requirements too.

Example: Kenya 2019 Floor Plan

Implementation ✅

As detailed in the "Approach" section above, it is impossible to provide a perfect checklist or blueprint for how to run a successful event, as each event is unique in format, it's objectives, it's location, etc. Instead, the below details a list of the different components that have been considered for previous Wavumbuzi events to serve as a guide for future planning.

What To Consider

1. Guestlist

One of the first tasks in the event planning process is to identify the guests you'd like to invite. This can be a process that involves the entire team, where various personal networks can be leveraged to access different types of guests. To ensure good attendance at your event, guests should be invited as far in advance as possible.

Example: Kenya 2019 Awards Event Guestlist

2. Save The Date

As part of constructing your event concept/vision, budget and programme, the very first details to confirm should be the date and time of the event. This is the bare minimum information you require to start work on a "save the date" invitation which can be distributed to your guestlist. Ideally the "save the date" invitation should be distributed several months in advance of the event to maximise the chances of good attendance, especially for VIP guests and key stakeholders who are likely to book engagements up to a year in advance.

Ideally you can also confirm a venue/location (if hosting a physical event) or hosting platform (for virtual events) ahead of distributing "save the date" invitations, as this offers important context for the attendee in their decision to attend the event. Nevertheless, should these type of logistics require additional time to arrange, they should not delay the distribution of the "save the date" invitations.

Example: Save the Date Kenya 2019 Awards Event

3. Programme Content & Emcee/Presenter

Key to the attendee experience is the quality of the programme content, and the extent to which the programme content flows and is brought to life (which is the primary role of the Emcee/Presenter, depending on the event). The success of an event is not simply in the bringing of people together, but is defined by how their experience is crafted during the build-up, hosting and post-event period.

Emcee/Presenter

For larger events such as the Awards Event, it is highly recommended that a professional Emcee is contracted to lead the programme. These are typically individuals who have a public personality and who are trained in public performance. They have a detailed understanding of event flow and have a unique skillset in being able to control the energy and atmosphere within the audience. Contracting an excellent Emcee is usually rather expensive, but should be one of the last budget items to be negotiated. The performance of the Emcee will be definitive in the attendee experience.

Example: Kenya 2019 Awards Event Emcee Bio

Example: Kenya 2021 Awards Event Emcee Bio

Where an Emcee is not required (for smaller events such as teacher training), it is important that special care is taken in preparing the event presenters, who perform a similar role at smaller, more intimate events. Presenters should have a detailed knowledge of their presentation subject and should complete several dry-runs (with feedback) before the event. It is likely that presenters will require several weeks to complete this process and refine their presentation/hosting skills. As such, it is important that the event programme is curated early on in the planning process to accommodate for this lead time.

Programme Content

In addition to preparing the presenter team, it is equally important to prepare the programme content that they are introducing. In most cases, this will require professional assistance from third-party suppliers such as videographers and graphic designers. This creative process with third-party suppliers can take several weeks, and as such it is important that programme content briefs are designed early on in the planning process to accommodate for this lead time.

The content requirements will vary depending on the type of the event and the objectives it is set out to achieve. Below are some examples of programme content prepared for previous Wavumbuzi events:

Example: Kenya 2019 Awards Event Videos

Example: Kenya 2021 Teacher Training Slide Set

Example: Rwanda 2021 Team Summit Slide Decks

4. Suppliers

For most Wavumbuzi events outsourced suppliers are contracted to assist with supplying services that cannot be provided by the in-house team. The need for external suppliers varies depending on the type of the event, but the more common suppliers contracted historically for Wavumbuzi events includes:

Catering and Bar Services
Entertainment Services (including: DJs, Musicians, Live Painting Activities, Arcade Games, Photobooths, etc.)
Audio Visual Services (including: sound, lighting, staging, power, etc.)
Photography and Videography Services
Décor (including: draping, seating, tables, table arrangements, stage decoration, etc.)
Transport
Accommodation

This document [Wavumbuzi Supplier Log] lists suppliers used for previous Wavumbuzi events, as a reference for sourcing future third-party suppliers.

The process for contracting suppliers typically requires a review of a minimum of three quotes from three different suppliers before the selected supplier can be contracted. All contracting for suppliers must be approved by the finance team.

5. Design Collateral

All Wavumbuzi events require design collateral of some kind, whether it be certificates for teacher training sessions, or directional signs at the annual awards event. In the past, design collateral for Wavumbuzi events has typically fallen into one of two categories:

Branded Collateral

Branded collateral is the branded items (signage, booklets, stationary, outfits, etc.) that are displayed at events which give the event an identity and visually stitch different components of the event together to create a seamless attendee experience. The need for branded collateral varies depending on the type of the event, but the more common collateral sourced historically for Wavumbuzi events includes:

Branded Stickers
Branded Sponsor Wall
Branded Stage Backdrop
Branded Pull-Up Banners
Branded Apparel and Clothing
Branded Event Signage
Branded 3D Letters
Branded Information Booklets
Branded Stationary & Notepads
Branded Slide Decks

Branded Assets

Branded assets are generic event assets that have been customised to give them a more relatable meaning in the context of the event. The need for branded assets varies depending on the type of the event, but the more common assets sourced and customised historically for Wavumbuzi events includes:

Branded certificates
Branded trophies/medals
Branded cheques and flight tickets
Branded prizes/gifts (backpacks, blankets, speakers, USB drives, headphones, etc.)

Example: Kenya 2019 Awards Event Design Collateral

6. Invitations and RSVPs

As the event approaches and more nuanced details of the event have been confirmed (such as venue, special guests, etc.), a formal invitation should be distributed with a link where guests can RSVP (usually only applicable for physical events). This is typically done between 6-8 weeks before the event is scheduled to occur. Most invitations can be distributed digitally via bulk-email or an instant messaging service (WhatsApp/SMS). For VIP guests and key stakeholders, it is usually prudent to follow up a digital invitation with a personal phone call.

Example: Invitation Kenya 2019 Awards Event

Example: Kenya 2019 Awards Event Invitation Text

Example: Rwanda 2022 (Ed2) Invitation Emails

Example: Kenya 2019 Awards Event RSVP Form

7. Guest/Team Logistics

All Wavumbuzi events will require some form of logistical planning. This most often relates to staff transport, accommodation and subsistence, but in certain circumstances can apply to VIPs, special guests and attendees. It is important to consider what arrangements need to be made in order to ensure that everyone you want to attend your event can indeed access it. Examples of key event logistics might include:

Car Parking at the Event
Delivery Access at the Event
Staff Accommodation
Staff Transport
Staff Sustenance
Special Guest (e.g. Prize Winner) Transport
VIP Access and Security

8. Admission/Security

Most Wavumbuzi events permit attendance by invitation only, and as such all follow a strict invitation, RSVP, and admissions process. Invitations and RSVPs can be tracked via the guestlist and RSVP form. Tickets can then be issued based on confirmed RSVPs, and admission can be managed according issued tickets. For larger events, it is advised that security is contracted to help mange admissions and ensure the security of the attendees. It is often helpful if the master guestlist, RSVP form and list of issued tickets is available at the entrance of the event to help regulate admissions.

9. Staff/Volunteers

Hosting excellent events requires an event team with a wide range of skillsets from logistics, budgeting and administration to supplier management, guest relations and people management. The best formula for success we have found in the past is to have a small (2-3 people) leadership team which coordinates wider staff, volunteer and supplier input between them. For larger events, it is highly recommended to arrange for several volunteers to assist on the day to add capacity in setting up and breaking down the event.

10. Event Communications

The most successful events are usually underpinned by a comprehensive communications plan which serves to promote (drive attendance) and position (control the narrative) the event within the community. Event communications can be paid, owned or earned. Owned event communications typically includes any communications distributed by the Wavumbuzi team to the Wavumbuzi database (e.g. bulk-email invitations, website banners, social media posts, etc.). Paid event communications typically includes any communications that you have sponsored to be distributed to networks you don't have direct access to (e.g. paid PR campaigns, paid mentions by community influencers, web adverts, etc.). Earned event communications typically refers to the organic word of mouth your event receives as a result of your owned and paid event communications (e.g. organic press coverage, mentions from event suppliers/partners, attendee referrals, etc.).

Example: Kenya 2019 Awards Post-Event Media Release

Example: Kenya 2021 Awards Communication Plan