Archive for the ‘Events’ Category

Event planning: Details, Details Details!

Thursday, August 10th, 2017

Amanda Kemsley, Account Specialist 

It’s an age old saying for many aspects in life, particularly one that could be said about event planning; hope for the best and prepare for the worst. As PR professionals, we prepare and think about every possible scenario, trying to avoid the unavoidable. But, we don’t hope for the best, we plan for it. Below are a few considerations to think of when planning an event and ensuring everything goes off with a bang:

  1. Purpose

Having a clear objective from the beginning will guide all aspects of planning, help to measure results and ensure success of the event. Is the event to launch a product or service? Is it to introduce a new brand/company? Why are you (or the client) holding the event, and what do you want to achieve?

 

  1. Budget

Once you’ve established the focus of your event, do your research and estimates costs to create a budget you can reasonably work within. If you are given a budget from the client, break it down into line items to give yourself an idea of what can fit into the budget. There are often unforeseen costs so don’t forget to account for contingency.

 

  1. Know your audience

This goes for both guest and media invites. Invite guests that share an interest in your event, product, service, etc. Reach out to media appropriately and ensure you’re pitching a reporter with a beat that coincides with your event’s purpose. Making sure to research and select the right people will help create a longstanding relationship with event attendees and media contacts.

 

  1. Timeliness

Conduct an environmental scan for the time, and area of your event. Take a look at other events happening in the city and pick a suitable day and time that will not conflict with your event. You don’t want to compete with other events that have a similar targeted guest list.

 

  1. Make a list and check it twice

In PR we love lists, but creating a work back schedule will help ensure you don’t miss important elements for your event. Organizing all details into once place will give you the chance to see how your plan is progressing. A run of show is also a great way to envision your event from start to finish and will give you the opportunity to recognize any missing elements.

  1. Venue Selection

Align your event theme with your venue selection. Having consistency in your theme and venue will add to the event and leave a lasting impression. Look at the big picture and choose a venue that can accommodate your guest list, food and beverage options, fits your budget and encompass the atmosphere you’re aiming for. It’s also important to consider accessibility of the venue, convenience for guests and if necessary, contingency plan for weather. If you are on a limited budget, look for a venue that can check off multiple services including catering, entertainment and AV – bundling vendors can help save costs.

 

  1. Takeaways

Leave a lasting impression on your guests with a simple and thoughtful takeaway gift. Practical or unique gifts are usually a hit, keeping in mind it should always tie back to your event theme.

 

 

Once your event is over, record key learnings and regroup with your client to look back, review and measure against your objective(s). Key learnings and takeaways are great to have on hand the next time you plan an event. Events require a lot of foresight, but if planned and executed well, they can be the perfect opportunity to engage with your audience, share a message, secure earned media and more!

Amanda is an Account Specialist at Brookline Public Relations. She has an insatiable appetite for exploring – ironically since she doesn’t like getting lost. She flourishes on bringing broad-minded, creative ideas to the table and trying things outside of the norm.

Sparking an Appetite with TELUS Spark and Chef Roger Mooking

Tuesday, April 25th, 2017

Erica Morgan, Account Executive

Brookline is in the midst of supporting Calgary’s reimagined science center, TELUS Spark, on an exciting series of projects as they launch their new market-style café, Social Eatery by Roger Mooking, in partnership with Culinary Director and Celebrity Chef, Roger Mooking himself. Brookline has enjoyed partnering with TELUS Spark over the course of recent months to prepare a series of launch events, manage media relations and advise on social media strategy for the opening of Social Eatery.

Social Eatery is an interactive and modern dining space featuring “home cooking with a global twist”. The fresh and flavourful new menu options and design-forward space are intended to spark the whole family’s appetite. This enhanced culinary experience at TELUS Spark was first unveiled to guests this spring, with a soft launch to the public on March 13 and an exciting VIP launch event shortly thereafter.

Brookline had the opportunity to coordinate a full day media tour for Chef Mooking the day of the VIP event, including stops at BT Calgary, CTV, CBC and Global, in addition to interviews with the Calgary Herald, the Weather Network, Where Magazine and more. The media relations campaign also led to the Alberta raised Food Network and Cooking Channel personality, to interview with the likes of 660 News, Alberta Food Tours Magazine, Culinaire Magazine and Eat North leading up to the event.

The event itself emphasized the meandering flow of the dining space with a dispersion of delectable Social Eatery-inspired canapes, including vegetarian chili, chili shrimp and sweet corn polenta, citrus salad, homemade cheese buns, chocolate banana pudding and more. Guests also heard from TELUS Spark VP of External Affairs, Alison Pidskalny and Chef Mooking, who shared how Social Eatery came to be and the unique offerings it held in store for future TELUS Spark visitors.

Throughout the soft launch and leading up to the VIP event, Brookline also provided strategic oversight for Social Eatery specific social media content from TELUS Spark. Carrying forward, an abundance of social media conversation flowed with ease from the VIP launch and had #SocialEaterybyRM trending locally on Twitter.

With a few more launch events in the works, Brookline is excited to continue working with TELUS Spark as they present their new culinary and catering offerings to key audiences in Calgary. Stay tuned to the Brookline blog for details on the next part of the Social Eatery saga!

 

– Erica Morgan is an Account Executive at Brookline Public Relations. She brings experience in the areas of event management, social media strategy and media relations.

Join Us Where the Coffee’s Hot and the Advice Is Free

Thursday, April 7th, 2016

Erica Morgan, Account Specialist

 

For the third consecutive year, Brookline Public Relations had the opportunity to partner with the Alberta Securities Commission (ASC) to execute a comprehensive PR campaign focused on investor education. In order to increase awareness for the ASC and the important work it does to help Albertans protect themselves from investment fraud, Brookline coordinated public engagement opportunities for the ASC through Home and Garden Shows in key markets, including Calgary, Edmonton and Lethbridge.

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This was paired with strategic social media tactics and a targeted digital advertising campaign which ran throughout March, which is Fraud Prevention Month.

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Brookline also provided media relations and event management support for a public activation in which the ASC took over a local Edmonton coffee shop, rebranding it as the CheckFirst Café to take a grassroots approach in reminding Albertans to ‘check first’ before making investment decisions. The decked out coffee shop offered Edmontonians free coffee and advice and featured the Heebee Jeebees as singing baristas who delighted customers with a coffee-themed custom jingle written just for the ASC. Fraudaccinos, Lost Dream Lattes and Scammer Scones in hand, more than 500 Edmonton residents left the CheckFirst Café both caffeinated and informed.

in Edmonton, Alberta on Thursday, March 3, 2016. Amber Bracken

in Edmonton, Alberta on Thursday, March 3, 2016. Amber Bracken

The campaign microsite, www.checkfirst.ca, which was implemented when Brookline first partnered with the ASC three years ago, continues to act as pillar for the ASC’s investor education outreach and a central hub of information for Albertans looking to educate themselves about avoiding investment fraud.

in Edmonton, Alberta on Thursday, March 3, 2016. Amber Bracken

The ASC also issued an Alberta-wide press release coinciding with Fraud Prevention Month to spread the word to Albertans about protecting themselves from fraud. The campaign resulted in a notable increase in public engagement with, and understanding of, the ASC, as well as outstanding ongoing media coverage from a wide variety of print, broadcast and online outlets province-wide.

 

Erica BW Vertical

– Erica Morgan is an Account Specialist at Brookline Public Relations. She brings experience in the areas of event management, social media strategy and media relations.