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Building a production strategy for your event
Building a production strategy for your event
The purpose of your production strategy is to, based on research and analysis, design the experience for your event. You need to take this step before you can actually plan the event in detail and execute your event. You overall purpose is to design the experience to attract the right target groups and match the purpose of the event.
Your Production Strategy must consist of:
A clear overview of your target groups and personas: Who are you designing the event and experience for? (must be aligned with the rest of the organisation).
A clear overview of your event's experience realms and your event's characteristics.
A mock-up of your event's visual identity. (What is the atmosphere you are building? Colours, theme, smells, etc. Must align with marketing)
Your production goals and objectives.
Tools and analyses for production strategy
Tools and analyses for production strategy
Pine & Gilmore's 4 Realms of experience.
Characteristics of events.
The Four Realms of experience
The Four Realms of experience
You know this model from your first semester.
You are to use this model to make decisions on your experience's different elements and purpose. How many of the four realms do you incorporate in your event? And how? Which and how immersive elements will you have in your event? How active and/or passive will your guests be at your event? When? And why? Etc.
Characteristics of events
Characteristics of events
This model helps you make decisions on each of the elements in the model.
Uniqueness: What makes your event unique?
Perishability: What makes your event a "once in a life time experience?"
Ambience and Service: What ambience/atmosphere will you create? What level of service will you provide? Why and how?
Labour intensiveness: Identify the staffing needs and work with HR on this. How will you ensure the collaboration and communication between staff and organisation?
Fixed Timescale:
Intagibility: An event is by definition intangible. But how can you make it tangible in order for the guests to keep the memory longer?
Ritual or Ceremony: Does your event have a ritual or ceremony?
Personal interaction: How do we ensure interaction between guests and staff/hosts/entertainment etc.?
Sustainability Strategy
Sustainability Strategy
You will find the steps and elements for building a sustainability strategy in this page and in this handbook. This handbook will help you take decisions on your sustainable actions and strategy in general.
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