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OPERATION 101. MISSION IMPOSSIBLE… OR MISSION POSSIBLE? Mary Ann Tsuchiyama Assistant Director University of Hawai'i at Hilo Conference Center & Hawaiian EDventure Program http://uhhconferencecenter.com/. OPERATION 101: Mission Impossible…or Possible?. OPERATION 101:

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slide1

OPERATION 101

  • MISSION IMPOSSIBLE… OR
  • MISSION POSSIBLE?
  • Mary Ann Tsuchiyama
  • Assistant Director
  • University of Hawai'i at Hilo Conference Center & Hawaiian EDventure Program http://uhhconferencecenter.com/
slide3

OPERATION 101:

OPERATION “EVENT MANAGEMENT”

Your MISSION, should you choose to accept it is:

“ To PLAN and EXECUTEthe BEST EVENT POSSIBLE”

  • DEFINE the word “OPERATION”
  • CLARIFYthe MISSION
  • IDENTIFY your STAKEHOLDERS
  • ESTABLISH COMMUNICATION
  • DEVELOP yourMARKETING strategy
  • CONSTRUCT yourBUDGET
  • EXECUTE your PLAN
  • DEVELOP CONTINGENCY PLANS- CRISIS MANAGEMENT
  • ACKNOWLEDGE the PLAYERS (build lasting relationships)
defining the word operation
DEFINING THE WORD…”OPERATION”

DEFINING THE WORD: “OPERATION”

  • ACCORDING TO WEBSTER…
  • THE WORD OPERATION IS DEFINED AS:
        • Process
        • Action
        • Procedure
        • Maneuver
        • Function
  • Sounds easy, right? Are you ready to begin?
slide5

The journey STARTS NOW! ~ THIS IS WHERE IT ALL HAPPENS!

What is your purpose? Personal, Professional, Organizational...

Who are you doing this for and why?

Does the event/festival that you’re considering fit within your construct.

Does it feel right?

What are the objectives?

Are they clear?

Is everyone on the same page?

CLARIFY YOUR MISSION

  • Community
  • Business
  • University
  • Non-profit
  • Historical event
  • Festival
  • Fundraiser
  • Commemoration
  • Celebration
  • Academic event
establish communication

ESTABLISH COMMUNICATION

Develop a communications strategy and protocol

Remember, e-mail can be your worst enemy

Clarify your instructions and directives

Develop working relationships with all the players on your team

Assess your team’s strength and weakness and divide responsibilities accordingly

Set clear expectations and production results

Use tools (Timelines/Contracts/Task Assignments)

Sample TimeLine

Sample Task Break Down

developing a marketing plan

DEVELOPING A MARKETING PLAN

CUSTOMIZE YOUR MARKETING

FIND A MARKET THAT WANTS TO

‘BUY’ YOUR EXPERIENCE

marketing messages
MARKETING MESSAGES
  • Do you know your community?
  • Is your message clear and consistent?
  • People hear your message based on their own needs so knowing your demographic is very important

RESPONSE RATE = THE QUALITY OF YOUR MESSAGE

“We see things NOT as THEY ARE…but rather, AS WE ARE”

slide10

DEVELOP A MARKETING PLAN

  • Determine your marketing strategies
      • Assess the financial impact of your marketing plan
      • Research sponsorship opportunities
      • Goes back to your stake holders (who benefits)
  • Identify your marketing opportunities
      • PSA’s
      • Radio Interviews
      • Co-op advertising
      • Charitable element
      • Post-event publicity/communication/evaluation
      • Advertorials
      • Flyers
      • “Newsworthy” entertainers/events
      • Community impact
budget it s not a four letter word
BUDGET…IT’S NOT A FOUR LETTER WORD!
  • IDENTIFY REVENUE BASE
      • IDENTIFY ALL INCOME
      • SPONSOR SUPPORT
      • FUNDRAISING
      • IDENTIFY BREAK EVEN POINT
      • DETERMINE OPERATIONAL INCOME YOU WANT TO GENERATE
      • DETERMINE IF ADMISSION OR REGISTRATION FEES WILL BE ASSESSED
      • DETERMINE TICKET SALE PRICES
      • DETERMINE VENDOR FEES
  • DETERMINE ALL EXPENSES
      • OVERHEAD
      • STAFFING
      • VENUE
      • CATERING
      • PRODUCTION
      • MARKETING
      • DIGNITARIES
slide13
YOU HAVE ARRIVED…IT’S PLANNING TIME!“PEOPLE WITH GOALS ARE SUCCESSFUL BECAUSE THEY KNOW WHERE THEY’RE GOING!” Eleanor Franklin
  • HAVE A PLAN
  • KNOW WHERE YOU’RE GOING
  • STAY ON TRACK
  • KEEP UP THE PACE
  • and…DON’T DROP THE BALL
execute your plan part i
EXECUTE YOUR PLAN: Part I

SECURE YOUR FUNDING AND SPONSORS

Develop your guesstimate budget plan

CHECK CONFLICTING CALENDAR DATES

Avoid major event dates

LOCK IN YOUR CONTRACTS

Secure your permits

USE YOUR TOOLS (Timelines/Contracts/Task Assignments)

DEVELOP A WORKPLAN AND TIMELINE

Establish benchmarks for major projects

Communicate deadlines

Lock in important dates

Assign responsibilities

Monitor the progress of your team

slide15

EXECUTE YOUR PLAN: Part II

ESTABLISH YOUR COMMUNICATIONS PROTOCOL

  • Identify critical areas of development
  • Communicate your priorities
  • Know who the decisions makers are
  • Be confident in YOUR decision making

MAKE FRIENDS WITH THE GATE KEEPERS

  • Take the time to establish relationships
  • COLLABORATIONS WORK
slide16

EXECUTE YOUR PLAN: Part III

REVIEW --- MONITOR --- ASSESS

  • MISSION
  • OBJECTIVES
  • COMMUNICATIONS STRATEGIES
  • BUDGET
  • YOUR IMPLEMENTATION PLAN
  • THE STRENGTHS/WEAKNESS OF YOUR PLAN REMEMBER…

Your EVENT is only as STRONG as your WEAKEST LINK!

slide17

They said “WHAT @*&%$!?!”

DISASTER MANAGEMENT: DO YOU HAVE CONTIGENCY PLANS?

  • ASSESS WHAT COULD GO WRONG --- BEFORE IT DOES
  • HAVE BACK UP PLANS FOR WEATHER EMERGENCIES
  • HAVE TECHNICAL SUPPORT BACK UP
  • EVACUATION PLANS…..REQUIRED.....NOT AN OPTION
  • ARE YOU READY FOR MEDICAL EMERGENCIES?
  • IS YOUR TEAM PREPARED WITH MEDICAL, POLICE, EMERGENCY CONTACT NUMBERS?
  • HAVE YOU IDENTIFIED THE DECISION MAKER…WHO IS YOUR “EMERGENCY CAPTAIN?”
  • DO YOU HAVE A SURVIVAL KIT? (TAN TRAVELLER)
slide18

TOP 10 MISTAKES TO AVOID…

  • FORGETTING TO CHECK DATES
      • Make certain dates don’t overlap
      • Don’t forget major holidays
  • FORGETTING TO CHECK OUT THE SITE
      • Electricity?
      • Flood zone?
      • Evacuation routes?
  • DON’T FORGET TO MARKET YOUR EVENT!
      • Advance notice
  • DON’T FORGET TO PLAN ALL THE DETAILS!
      • Check, check and re-check
      • Be meticulous, detailed
  • CHECK REFERENCES
      • Takes extra time, but you want suppliers, consultants and entertainers who will deliver what they promise
slide19

TOP 10 MISTAKES TO AVOID

  • DON’T LET SOMEONE ELSE DO THE PLANNING
    • Don’t take the easy way out
    • Let others do the running around…but in the final analysis…. the buck stops with YOU!
  • DON’T NEGLECT THE CONTINGENCIES?
    • So, you think it won’t rain cats and dogs?
    • What about earthquakes, tsunamis, measles outbreaks at the same time?
  • DON’T TRY TO SAVE MONEY BY CUTTING CORNERS
    • Don’t sacrifice quality for price!
    • Cheap prices don’t always correlate with service and perfection
  • DON’T MAKE YOUR CHECKLISTS AND FORGET TO USE THEM!
  • DON’T FORGET THE DEFINITION OF INSANITY…
  • “ Doing the same thing over and over again and anticipating a DIFFERENT RESULT”
slide20

SERVANT LEADERSHIPThe best leaders- follow the team!

HAVE YOU ACKNOWLEDGED YOUR TEAM?

There is both an art and a science to leadership.

The art lies in developing an environment that encourages and nurtures the creative spirit.

Fostering a collaborative work environment that is built on respect and affirmation.

The science lies in the dynamic minutia of the world of logistics, finances, research, grant writing and technology which can baffle the most fluid of minds.

Finding balance…

Being authentic…

Keeping your sense of humor…

And… always remember that you are part of an extraordinary team.

This is not a field where you can take center stage or fly solo….

If your work environment is pono…

Your events will be successful.

You can never say Mahalo too many times, because your ‘TEAM’ is the “Wind Beneath Your Wings”

Judith Fox-Goldstein

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1990 I-ACCED Award

1996 I-ACCED Institutional Award

1997-9 Kahili Award

Events & Programs

1999 “Best of Show”

2002 Kahili Award

Events & Programs

2002 “Best of Show”

TEAM SPIRIT HAS TAKEN OUR UHH CONFERENCE CENTER TO THE HEIGHTOF SUCCESS!