Whether you’re planning an in-person, virtual or hybrid corporate event, a bulletproof event brief is an absolute staple of the success.
But what is a corporate event brief, exactly? Why should you take the time out of your busy schedule to create one and – more to the point – what exactly does the job entail?
Let’s dive in and see…
WHY DO YOU NEED TO CREATE A CORPORATE EVENT BRIEF?
So, you’ve got a concept for a great event. You’re keen to make a big impact, but you’re acutely aware of the work involved – and you want the whole process to be as efficient and stress-free as possible.
With this in mind, you know that having an event agency partner will help you to plan, execute and achieve your goals. You have a few in mind, but it’s tough to choose when they all seem impressive on paper.
By creating a corporate event brief and presenting it to your shortlisted agencies, you can get an accurate picture of each proposition and make a fully informed decision of who to proceed with.
WHAT IS A CORPORATE EVENT BRIEF?
A corporate event brief will communicate the key elements that you wish to see in your shortlisted agencies’ proposal.
In order to see the agency’s best work, you need to provide enough information so they can develop creative ideas and pitch back a theme or concept.
Remember the old adage – ‘loose briefs fall down’!
If you provide a lacklustre brief with details missing, the agency will struggle to get a good understanding of what’s required. The result is far less likely to inspire you, and you might miss out on an excellent partner that would have elevated your event and increased success (if only they hadn’t been made to pitch ‘blind’).
By creating a corporate event brief, you’ll be well on your way to seeing an agency’s true capabilities and what they can achieve for you, your company, and your event.
HOW SHOULD YOU CREATE A CORPORATE EVENT BRIEF?
There are nine key elements that are core to an excellent event brief. Here’s what you should be certain to include…
Dates
Knowing when an event is scheduled will help to determine if any seasonality is at play, such as the potential for outdoor elements, or other creative theming.
What’s perhaps more critical, however, is that knowing the exact date of the event will prevent easily-avoided mistakes – such as booking a service for the wrong day or liaising with a keynote speaker who won’t actually be available on the date in question.
Budget
Crunching the numbers is crucially important to any event plan.
You need the proposed event to be realistic for your budget. In turn, the agency will have a good run at generating ROI – as well as making the most of the available pot.
Nature of Event
Your shortlisted agencies must be clear on why this event is happening, as well as its short and long-term goals. Without these important details, you could end up with a grand proposition that lacks the essential substance to make the event a success.
Be sure to explain how you want your delegates to feel at this event, as well as the actions you’d like them to take, both during and afterwards.
The same principle applies to what you want attendees to think. Is there a particular thought you’re trying to provoke?
All of this context will help an agency to determine your event’s purpose.
Scale
Whether it’s a doorstep networking forum or an international expo, make sure the agency understands how big (or small) the event should be.
This doesn’t just affect the venue size, but various infrastructure elements such as technology and connectivity, too.
Audience Number
From booking venues to compliance with health and safety protocols, your prospective agencies need a good idea of how many attendees you’d like to see at your event.
This information also helps to plan other services like props, catering, and comfort facilities, so you can ensure that every delegate can make the most of their time with you.
Demographics
Who is this event actually for? What kind of job role do they hold? Why do they want to come to this event in the first place?
If the fundamentals of the event aren’t geared towards the right audience, it won’t matter if the venue is intricately themed, or the keynote speakers are experts in their field. Your delegates will walk away without their needs being met, which can only result in a lack of long-term impact.
Location
Where do you want your event to be? Do you have a particular venue in mind, or maybe a specific region?
This can impact many of your event’s practicalities, such as which delegates are likely to attend, whether they need overnight accommodation, and which services are available on the day.
Previous Ideas
What is your inspiration? When you were discussing this event with your stakeholders, what created the most chatter in the boardroom? Have you found success in previous events and would like to bring some of that magic to the next one you hold?
Conversely, has a past experience persuaded you not to incorporate certain elements because things didn’t quite go to plan?
Be sure to bring those ideas to your brief, so the agency can match and exceed these expectations. Remember, creative ideas are often subjective – so be sure to include some mood boards to accurately represent the look and feel of your concepts.
Rough Agenda
While your event is in its early planning stages, its unlikely that you’ll have a precise agenda – but it’s helpful to provide an estimate of how it could look.
Of course, there will be changes – but it’ll give an idea of how the day will flow, as well as the kind of experience you envisioned for attendees. For example, will there be lots of time dedicated to networking, or do you want to fit in as many presentations as you can?
With a strong corporate event brief in hand, agencies will be empowered to show you their best work, so you can choose a proposition that truly excites you.
WHY TALK TO UKSV ABOUT YOUR EVENT BRIEF?
At UKSV, we believe that all events should be captivating, and it is our mission to make your events truly unforgettable.
We are:
- An award-winning events agency
- Specialists in live, virtual and hybrid events
- Experts in every stage of events management, from conception to delivery
- Well-established, with over 150 years collective industry experience.
