Priority Marketing’s event planning team has been the impetus behind some of Southwest Florida’s top nonprofit and corporate events. Over the years, the firm has planned and executed hundreds of fundraising galas, grand openings, trade shows, open houses and more.
Tens of thousands of people have attended these events, each of which follows a very detailed event planning process.
On Jan. 8, Priority Marketing had the privilege of sharing portions of this process with members of the Florida Public Relations Association. Priority Marketing President and Chief Creative Officer Teri Hansen, APR, joined Senior Director of Public Relations Holly Boldrin, APR, CPRC, for a webinar titled “How to Generate Buzz and Make Your Event Stand Out.” The well-attended session offered public relations and marketing professionals an insider’s look at strategic event planning and best practices followed by the firm. Highlights included:
- Tips on leveraging research, planning, implementation and evaluation for event planning.
- Details to include when building an integrated approach to event plans.
- Firsthand knowledge about navigating and mitigate challenges like budget constraints, technical glitches, natural disasters and weather.
OUR SERVICES: Event Planning
Types of Events
Individuals often think of black-tie galas, concerts and theatrical performances as events. They are, but the term “event” is broad and includes many categories.
Priority Marketing provides event planning services for a variety of events, including:
- Fundraising Galas and Donor Events
- Corporate Events, Celebrations and Milestones
- Expos, Trade Shows, Symposiums and Seminars
- Groundbreakings, Ribbon Cuttings and Grand Opening Celebrations
- Promotional Events
- Open Houses (Public and VIP)
- News Conferences and Media Tours
- Board Room Presentations and Webinars (Live and Pre-recorded)
- Golf Tournaments and Sporting Events
- Holiday Parties
Events can be as small as one-on-one meetings with a donor or prospect to gatherings so large they must be held in a park, arena or stadium.
Event Planning: An RPIE Process
Within the field of public relations, RPIE is an acronym widely known by PR professionals. It stands for Research, Planning, Implementation and Evaluation. RPIE is a four-step process that helps professionals develop and successfully execute any type of communication or marketing campaign.
Below is how Priority Marketings adopts the RPIE approach for strategic event management.
Research
To start, the firm gathers data and background information. This can include conducting interviews, researching potential speakers, searching for venue options and considering dates. Priority Marketing also audits news coverage from past events or similar events, as well as reviews marketing materials from prior events. This helps form a baseline for setting goals and enhancing the event marketing strategy.
Planning
Priority Marketing develops SMART objectives when planning an event. SMART is an acronym that stands for Specific, Measurable, Achievable (or Attainable), Relevant and Time Specific, according to FPRA. Objectives are statements of specific achievements that help an organization reach its goals. They outline the target audience and desired outcomes. Most importantly, clear objectives allow event planners to define and quantify success.
Implementation
This step is the execution of the event. In many cases, implementation can start hours, days, weeks or months before an event’s official start time. It even includes tasks like distributing invitations, filming videos, signing contracts and creating event websites. Priority Marketing drafts a detailed “Run of Show” that includes a timeline, activities, roles and responsibilities, technical details, a script and more. This ensures an event flows smoothly.
Evaluation
It’s important to complete a thorough evaluation after each event to determine whether the stated objectives and goals were met. Did the organization reach its fundraising and attendance targets? Were eventgoers engaged and satisfied? Evaluations can include full reviews of budgets and post-event surveys or meetings. Quantifying success is key.
READ MORE: Turnkey event planning helps clients reach goals
Case study: Southwest Florida Community Prayer Breakfast
During the FPRA webinar, Teri and Holly presented a case study of an event Priority Marketing has planned and executed for several years: the Southwest Florida Community Prayer Breakfast. The event is held annually on the first Thursday of May in observance of the National Day of Prayer, when individuals across Southwest Florida join in unified prayer for continued blessings on the nation. The region has honored the National Day of Prayer since the Community Prayer Breakfast’s inception in 1988.
In 2024, the Prayer Breakfast attracted 2,300 participants, making it one of the region’s largest non-sports events for the entire year. Tim and Demi-Leigh Tebow headlined that event.
Some of the firm’s behind-the-scenes work leading up to the Prayer Breakfast includes:
- Vetting potential speakers
- Developing sponsorship package and solicit sponsors
- Coordinating event participants, including pastors, emcee, singers and volunteers
- Developing a run-of-show
- Confirming vendor agreements
- Establishing weather-related contingency plans
- Purchasing event insurance
- Securing event permits
- Confirming security
- Recruiting volunteers
Additionally, Priority Marketing team members provide additional manpower at the Prayer Breakfast, serving as volunteers to ensure flawless execution of the event.
Partnering with an experienced event planning team is the first step toward achieving success.
Interested in hearing how Priority Marketing’s team of talented professionals can help your next event become a success? Please give us a call today at 239-267-2638 or send an email to LetsTalk@PriorityMarketing.com.
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