Sell and Deliver on the Brand Promise; the Journey to Credible WOW in a Winning Event Proposal
Description
TSE showcases the best in Wow Events and the professionals who create them. But each of those professionals knows the challenge of selling in such a competitive market, especially one populated by excellent event companies and buyers searching for someone who hears them, understands their needs [budget and final product], and who can deliver the genuinely 'best' event. The first hurtle is the competition and solid brand messaging on both traditional and interactive platforms, wins the day every time. We will look at events delivered on budget, exceeding expectations, and will discuss brand's role. The second hurtle is the buyer, jaded by sales arguments promising the best. Again, brand; demonstrated past performance; and creative/original/innovative solutions build the credibility that sells both current and future contracts. We will discuss brand techniques to overcome a buyer's hesitancy. The journey to wow is fun, exciting. and, if well branded, credible and profitable.
Methodology
Seminar/Lecture/Workshop Setting [can be classroom with chairs or roundtable with lectern/screen--need computer, screen, connection]
Powerpoint
Case Study
Audience Participation to evaluate, write, leave with specific techniques to add to their own successful approach to selling using brand and to delivery and follow up for continued sales.
Speaker
Karen Carpenter, PhD
Learning Objectives
Participants will: a. Review a case study on branding the 35th anniversary event for Orchard Development b. Evaluate the campaign techniques employed for the Orchard Development event
 proposal
 list development and management
 logistics
 entertainment coordination
 menu

 materials print: invitations, banners, posters, activities interactive: save the date, invitation follow-up, reminders, social media brand messaging c. Using the attached worksheet, participants will develop a brand campaign for a party to be held at The Special
Event 2017.
Although we will discuss and incorporate traditional campaign techniques, given the regional scope of participants, much of the campaign for this event will be interactive. The key to writing a winning social media campaign is a combination of partnering with your client to be sure you are creating the event they envision and campaign legwork, the first step of which is establishing realistic goals. Next, it's important to understand and use the social media platforms that match the needs of your audience. Each channel is followed by differing demographics, so it's important to understand that before planning eblasts and posts. As the campaign progresses, it's essential that results are measured and assessed. d. Using the attached planning sheet, participants will prepare a well- branded proposal, demonstrating superiority over competition, an understanding of the client's needs, and an original approach for a pre or post event for next year's TSE e. We will discuss how to plan press, brand messaging and year long campaign messaging to 'sell' future events, following the acceptance of a proposal.
Brand Campaign Worksheet for 2017 TSE Event
Goals and Objectives for the Event [how will you measure success? is the goal engagement in TSE, fundraising, professionalizing event planning?]
Theme
Deadlines
Resources Needed: for each item below, write a description of anticipated need.
Logistics
Timelines/Schedules
Licenses/Permits
Transportation
Set up/break down crews
Staff
Designers [Print/Web]
Volunteers

Event specialists
Social Media Managers
List managers
Budget: what is the anticipated budget for the event? salaries venue rental entertainment catering/food/ additional rentals advertising print radio video web/ associated costs
Audiences for Campaign
Attendees
Catering Owners
Venue/Facility Owners and Sales
Associated Professionals
Businesses local to the event
Event specialists who are not attending TSE
Messaging
Campaign
Print advertisements
Event materials [invitations/banners/stage art/etc]
Radio
Video
Web development [primary event site, additional microsites, ecommerce, tracking analytics ]

Social Media eblasts, posts on channels, blogs [content/frequency/calls to action/
Assessment
Ongoing measurement techniques
Reporting and Adjusting to meet goals for the event
Event Proposal Worksheet
Challenges: the competition. In this scenario, you are pitting yourself against the best in the business--other event planners. To make this interesting, let's say the company submitting the winning proposal receives a significant cash award of $100k, advertising in all TSE publications throughout the year, and featured billing at the next 5 TSE's.
The RFP, Request for Proposals, offers this guidance: TSE is seeking a proposal for a new pre conference event with dual goals: to increase membership and interest in professionalizing event planning as well as establishing a fundraising vehicle for a new charity. TSE wants to see a thoughtful event proposal anticipating engagement and success for at least 5 years. A preproposal webinar will be offered; not required but recommended. Proposals will be submitted by mail and can be a maximum of 5 pages in length and/or $10.00 in postage and will be evaluated in this way:
20% on originality
25% on feasibility [to include budget, staff and proof of longevity]
20% on quality, thoroughness and value of fundraising plan
10% on proposal construction [well written and presented--find out how creative the proposal can be...what does a postage limit tell you about presentation possibility?]
25% on event concepts
Before you begin to write the winning proposal:
 thoroughly benchmark your competition
 research the history of TSE; find as much information as you can about the most popular events in the past
 complete the campaign worksheet
The proposal process:
Describe the event: in this section demonstrate the value of the event, it's feasibility, and its benefit to TSE. This section is an abstract or overview of all you want to do. Sell the originality and the worth.

Provide background: in this section you demonstrate your credibility--what have you done that proves you are capable? include all applicable credentials and experience as well as detailing the background of the key members of your firm who will be the contacts for the event.
Provide a feasibility statement: include budget, ability to meet deadlines, logistics, risk management, staffing, venue descriptions
Event Description: the event program scope is detailed in this section. What is included in the program--how does the program meet TSE's identified objectives? How will the event be enhanced visually? The fundraising element is detailed here also.
Campaign Details: to ensure the success of the event, how will the campaign rollout? How will the contact list be developed? the sales funnel? Provide examples of matching message to audience, enticements, traditional vs interactive messaging/channels, techniques, frequency and tracking/measurement to ensure success.