Coronavirus has torn apart the programme of live events, and the ‘switch to digital’ has brought its own problems. This is probably the right moment to rethink your events strategy and develop plans for a post-Covid world.
The overall effect of Covid 19.
Getting the Process Right
MRP’s ‘road map’ to a successful review of events strategy through to final implementation includes the following key steps:
- Internal Review: what are we doing and is it working?
- External Review: what others are doing and what can we learn?
- Analysis: what are the options?
- Pivot point: where are we heading? Agreeing a new direction of travel.
- Testing the new strategy: have we got it right?
- The Business Plan: how do we get there?
Clients get a clear plan for implementation including:
- A detailed launch programme for both on-line and face-to-face events.
- Definition of separate work packages together with roles and responsibilities for delivery
- KPI’s
- Time lines including highlighted critical path items
- Reporting lines and progress review mechanisms
- Forward governance following programme launch.
Case Study (Events Strategy)
Client: A professional institute of 27,000 members
Assignment: We were briefed to support an Institute in developing a clear events strategy for the organisation which would:
• Enhance member engagement
• Be the voice of the profession
• Create the sense of community
• Support ongoing professional development
• Facilitate member networking
The Process:
It is important to note that:
- It is not necessarily sequential, and certain ‘phases’ may be undertaken in parallel
- Equally, in practice, the process will involve some iteration which cannot be predicted in advance
- At all stages the Consultants will pause to highlight any ‘quick wins’ that emerge. Again, these cannot be shown in advance
- A key feature of ‘phasing’ the project is to allow for a review of progress to date and to set timelines and budgets for the next steps.
The Outcome: This project is ongoing. Recommendations have been presented and accepted in principle but full implementation is work in progress.