Professional Documents
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Student Workbook
Student Workbook
BSBADM503B Plan and manage conferences
2nd Edition 2010
Acknowledgment
Innovation and Business Industry Skills Council (IBSA) would like to acknowledge
EQUIP GROW LEAD PTY LTD for their assistance with the development of this
resource.
Writers: Shane MacDonald and Peter Baskerville
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Table of Contents
Introduction ............................................................................................................. 1
Features of the Training Program .................................................................... 1
Structure of the Training Program ................................................................... 1
Recommended reading .................................................................................... 2
Section 1 Planning a Conference ....................................................................... 3
What skills will you need? ................................................................................ 3
The conference planners role ......................................................................... 4
Conference concept .......................................................................................... 9
Budget and managing costs........................................................................... 15
Venue appraisal .............................................................................................. 18
Speakers plan ................................................................................................ 24
Draft program schedule .................................................................................. 28
Section summary ............................................................................................ 31
Further reading................................................................................................ 31
Section checklist ............................................................................................. 31
Section 2 Promoting and Organising a Conference ........................................ 32
What skills will you need? .............................................................................. 32
Promoting a conference ................................................................................. 32
Organising a conference................................................................................. 37
Preparing contingency plans .......................................................................... 41
Section summary ............................................................................................ 44
Further reading................................................................................................ 44
Section checklist ............................................................................................. 44
Section 3 Conference Coordination and Follow Up ......................................... 45
What skills will you need? .............................................................................. 45
Coordinating conference proceedings........................................................... 45
Follow-up conference proceedings ................................................................ 49
Finalising correspondence and financial activities....................................... 51
Section summary ............................................................................................ 53
Further reading................................................................................................ 53
Section checklist ............................................................................................. 53
Glossary ................................................................................................................. 54
Appendices ............................................................................................................ 55
Appendix 1: Sample speaker confirmation letter ......................................... 55
Appendix 2: Answers to select Learning activities ........................................ 57
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Introduction
Introduction
Features of the Training Program
The key features of this program are:
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Introduction
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Recommended reading
Some recommended reading for this unit includes:
Craven, R., and Johnson Golabowski, L. 2006, The complete idiots guide
to meeting & event planning, 2nd edn, Alpha, New York.
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liaise, e.g. share information with a range of people both internal and
external to your organisation
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Conference activities
Compared to most business activities, a conference is usually a large event in
scale, in scope and in cost. A conference can bring together many different
activities, people and ideas into one place to be delivered within a short time
frame. For this reason, long-term planning of up to 12 months may be required.
Typical planning activities include:
providing catering making sure that delegates are properly catered for
and their special dietary needs are accommodated
crowd management events starting and finishing at the same time can
present logistical problems for the ill-prepared.
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Conference concept
The first part of the planning process involves preparing a conference scope. The
scope could be initiated by either senior management and delegated to
appropriate personnel, or it could be completed by an individual department.
A conference scope could include the following.
Purpose this is a clearly defined reason for holding the conference based
on the required outcomes.
Type the style of the conference will be determined by the purpose and
the people that are targeted to attend.
When, where, who this covers the dates and the likely number of
attendees as well as the likely geographic location of the conference. You
might like to survey the conference facilities available in order to assist
later when making the venue selection.
Time briefly outline the time it will take to organise the event. Some
conferences are planned years out from their actual date and some can be
organised in a matter of months. You will need to estimate how long it will
take you to plan a successful conference.
Barriers scope out the potential barriers that may need to be overcome
in order for the conference to happen.
Set the aims and objectives. Clearly define the desired outcomes,
including the benefits, purpose and financial goals.
Step 2:
Step 3:
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Step 4:
Step 5:
Conference style
The style of a conference is determined by the goals of the organisation, the
needs of the conference attendees and by the nature of the conference topic.
For example, a conference on AIDS treatment attended by the leading doctors and
disease specialists of the world would likely be very different in style from the
annual, two-day Sony Playstation3 Developers Conference.
The style of conference can be defined by its:
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Registration of interest
A conference is a product that must compete for peoples attention, time, and
money, and will succeed based on its ability to meet the needs and interests of its
target market. Your planned conference topic, theme, location, and venue must
be of enough interest for delegates to want to register. There is a need to
remember that your conferences may not be the only conference dealing with the
proposed topic and thoughtful planning will be required to gain the upper hand
over other conferences.
Sending out a registration of interest form prior to any planning taking place is a
common procedure to check the level of interest and ensure the conference will
be of value for the targeted delegates. Other methods include talking to industry
specialists and analysing trends. Combing all these methods together, prior to
sending your registration of interest is highly recommended.
Selecting a date
Selecting the date of a conference is contingent upon a number of factors.
Competitors:
For example, your company is a small logistics and packaging company
and is holding a conference in the hope of winning new clients. However,
Federal Express is also holding a conference in the same city on the
weekend to win new clients. You will need to decide if this is the right time
for you to hold your conference or not.
Untenable factors:
For example, Christmas or the end of financial year are both untenable
times of year to hold a conference. It is unlikely a conference would be
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Use Gantt, flow and PERT charts to help you assign tasks, calculate
deadlines, and identify tasks that can be done simultaneously. They also
help track the tasks to see if they are on schedule.
Ensure that realistic deadlines are set but allow for the unexpected.
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64 months
ahead
43 months
ahead
6 weeks
ahead
3 weeks
ahead
1 week
ahead
1 week postconference
select menu
PERSON
ASSIGNED
DATE
COMPLETED
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Overall budget should be broken down and allocated to the different cost
centres prior to any expenditure taking place. This should be allocated
based on rank of importance in relation to the targeted outcomes.
Breaking cost centres down into estimated task costs will ease the job of
checking that quotes for individual services are inside the guidelines, and
assist in keeping track of the costs.
Before any bookings are made and deposits paid, it is usual business
practice to approach at least two suppliers of each item for a written
quotation for the cost.
Timing of payments and income rarely match which is why a cash flow
budget should also be prepared to identify the cash balance at each
critical point in the planning phase.
It is your job to control the budget to ensure actual cash flow matches
initial estimated costs. Use financial management or accounting software
to track and monitor the budget. Is it going over budget? How can you cut
back?
Refer to your action plan and liaise with your financial department to
monitor the budget effectively. As the budget is a crucial element in
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Month 1
Month 2
Month 3
Opening balance
Add cash in
Closing balance
Budget items
All budgetary matters must be confirmed by the conference management
committee. They will have to ensure that the directive made to them is being
monitored and controlled. These could be directives for the conference:
to cost no more than a set amount of money that will be recovered from
the future benefits of the conference.
Your budget must include profit or deficit, and operating costs, such as the
organisers time and overheads. You may be able to negotiate discounts,
especially through your organisations preferred suppliers.
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Income items:
sponsors
Costs:
venue
security
catering
meeting documentation
equipment hire
insurance
follow-up material
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Venue appraisal
Deciding on the conference venue
The conference venue choice is directed by factors that include the size of the
budget, the number of attendees, the intended style of the conference and the
preferred location. This is an important decision that impacts significantly on the
success of the conference, so confirmation by senior management as well as the
steering committee is considered paramount. Following are the five steps to take
when making a decision on a conference venue. At each step it is important to
understand the issues impacting on that phase in the decision-making process.
Step 1:
Step 2:
Step 3:
Step 4:
Step 5:
The venue choice and arrangements will depend on the type and size of the
planned conference. Also the lead times required for bookings will vary between
the different conference suppliers and will also be impacted on by their internal
processes and work load. Where possible, the earlier the bookings can be
confirmed, the better.
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Catering capacity: can the venue provide for your catering times,
food/beverage items and the special dietary needs of your attendees?
Social event capacity: can the venue cater for the social needs of the
attendees, such as entertainment, a formal dinner or a cocktail party?
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Venue floor plan
The floor plan will depend on the format of the session and the presenters
requirements. For example:
You may require the use of several individual rooms for the conference.
Depending on the size of the venue, it may be possible to create smaller
temporary rooms or spaces within its main space. Below is an example of the
various table and chair arrangements that can be used for seating within a
conference, and adjoining conference session rooms or workshops.
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Larger groups
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Smaller groups
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Source: Wallace, M., 2002, LLRX.com, Guide on the side Room setups for presentations &
training One size does NOT fit all, viewed June 2010,
<http://www.llrx.com/columns/guide59.htm>
Venue equipment
An important task is to confirm the equipment requirements of each speaker, as it
is quite possible the venue may fall short in having all the necessary resources.
Additional equipment will need to be sourced either through purchase or hire. The
venue management should be familiar with the equipment suppliers in the area
and should secure its acquisition. Some or all of the following resources may be
required for a conference:
audio-visual equipment
wireless technology
teleconferencing equipment
flip charts
voice recorders
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Speakers plan
Conference speaker types
Once the conference concept has been confirmed by management, more detailed
planning commences. While most business conferences may source a significant
number of presenters from the business itself, conferences provide the
opportunity to invite speakers that would not be commercially viable for small
business units.
Typical types of conference speakers include the following.
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cover the technical aspects of the conference focus. They may also be the
sales coordinator who can speak about the product on offer at the
conference.
Entertainers: the quality entertaining speaker can make all the difference
to a conference and may need to be included in the mix just to keep the
attendees in a good frame of mind for the more in depth presentations.
The celebrity: The celebrity speaker combines public profile with proven
communication skills. The celebrity speaker is ideal as a drawcard or in a
keynote or conference speaker role.
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The speaker must serve the needs of the conference as determined by the
desired outcomes. So, with the style and theme of the conference in mind, here
are some aspects to consider when making the final selections:
What style do they bring to the mix, i.e. humour, cutting edge research,
thought-provoking, technical expert?
Can they do all of the above, while being entertaining, interesting and
memorable at the same time?
international or local
fee
expertise
style
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Tips for example, how they could connect easily with the attendees, what
not to be concerned about and a single positive thing that they could focus
on.
General briefing this outlines how this topic fits in with the conference
theme. It explains who and what is on before them, together with whom
and what is on afterwards. It covers the general structure including the
room layout, breaks, break-out sessions and question time. It would also
be useful here to provide a demographic and attitude profile of the
attendees.
Presentation briefing this outlines the time duration and more detailed
aspects covering the purpose of this presentation, how it would be useful
to the attendees, as well as what is important for others.
Resources required this covers the resources that will be provided for
the speakers and the resources required of the speaker to supply to the
attendees. It should also ask what resources best suit the speakers
needs.
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Plenary session these sessions are delivered when it is intended that all
members of the conference attend (see Theatre Style). These are the
usually the sessions that will be addressed by the keynote speaker will be
used as a time to summarise the conference activities using a panel
discussion.
Break-out sessions not all topics are relevant for all attendees. To ensure
conferences deliver good value for all, break-out sessions are organised
that deal specifically with a sub-topic of the conference theme. The
conference breaks up into these smaller groups with each attendee
benefiting from the topic of most interest to them.
Practice sessions these sessions can also play an important role in the
overall mix of activities that make up a conference.
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Determine the keynote speaker early and build the remaining program
structure around this presentation.
Determine the order and style of presentations, the length of sessions, the
number of breaks, and how the program is to be arranged over the
allocated number of days.
Give adequate time to key sessions and avoid ones that are overly long.
Avoid programming so tightly that delegates need to rush from one session
or room to the next.
Make sure you have provided enough refreshment breaks and they are
appropriately spaced and timed.
conference name
topic
day
presentation style
date
breaks
time
catering
venue
presenter name
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Section summary
You should now understand how to explain what a conference planner does, how
to prepare a conference plan, develop budgets, engage speakers and write a draft
conference plan.
Further reading
Roocroft, T., 2007, Online event planning guide to help you organise
functions & plan special events, Event planning, viewed June 2010,
<http://www.eventplanning-tips.co.za/>.
Section checklist
Before you proceed to the next section, make sure that you are able to:
explain the conference planners role
prepare a conference concept plan including purpose, style, timelines and
liaising with the target group
budget and manage costs
identify, select, invite and brief speakers
prepare a draft program schedule.
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Promoting a conference
Because conference programs are infrequent events, they need publicity to
attract their clients. Non-existent publicity or publicity delivered to inappropriate
people at an inappropriate time can be the difference between success and
failure. Because of the critical nature of this activity and the specialist skills it
requires, some organisations choose to engage a specialist media company while
others will organise it in-house.
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Promotional strategy
Promotion is the activity used by organisations to communicate information about
their product or service to their markets with the intention of convincing them to
use it. There are four main promotional tools: advertising, personal selling, sales
promotion, and publicity. Combining these tools with a well structured plan will
produce effective promotional strategy for your conference.
The first step is to prepare a media and publicity plan based on a promotional
strategy. The aim here is to generate publicity for the conference and enhance the
image and profile of the organisation.
Publicity should be scrutinised to ensure that:
Step 2:
Step 3:
Step 4:
Set your objectives, and the outcomes you want to achieve. Include
qualitative measure to achieve and by what time?
Step 5:
Step 6:
Step 7:
Step 8:
Step 9:
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Mailing list:
o in-house mailing list
o commercial database listing.
Included in mail-out:
o covering letter
o brochure
o flyer
o poster
o contact information
o response card
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o registration form
o topic and session program
o other material
o possible voucher for the conference kit.
Display media:
o billboards
o posters
o signs
o promotional displays at appropriate venues, such as colleges,
shopping centres.
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Accommodation:
o Any special deals available to attendees?
How will you handle attendance if people turn up who have not registered?
What type of name identification is needed? Can people pay on the day?
Invitation as publicity
The invitation is usually the first piece of information people receive about the
conference. For this reason it takes on an important role in promoting the
conference.
Some important aspects to consider are that the invitation:
must attract attention and create the desire or a need for people to attend
sets the theme or slogan that becomes the visual logo for the event
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the invitation
registration form
the program
posters
small gifts with printed logos on such as pens, mouse pads, mugs,
magnets, or even such larger things such as umbrellas or a calendar.
Organising a conference
Once registrations begin to roll in, your job will move from a planning role into a
more organising one. The emphasis shifts to ensuring all the arrangements are
completed prior to the conference date, that everyone involved is clear on their
timelines, and that allowances are being made for any contingencies. While you
may have delegated many of the tasks, you still have overall responsibility.
Tasks involved in organising the conference
Confirm the venue:
confirm if any music will be playing during the conference, when, how loud
and what style of music. For example, light or motivational music may be
wanted during registration. Perhaps some dynamic or exciting music will
play when the key note speaker walks up to make the key speech. Music
depends on the theme, style and topic of the conference and should suit
the venue surroundings.
prepare a database
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Registrations:
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Do you think John should include any of these on the registration form for the
MacVille conference?
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Identify special needs
Delegates may need special access, e.g. facilities for participants with a
disability, or equipment for vision- or hearing-impaired delegates, etc.
Social activities, e.g. activities during breaks, dinners, parties, and visits to
appropriate venues, entertainment, and activities for delegates partners.
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emergencies
back-up speakers
a substitute venue
alternative accommodation
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Probability
Impact
Overall
Potential
seriousness Implications
1 Keynote Does
Medium Medium to
speaker
occur
to high
high
cancels
sometimes
their
speaking
commitment
Unable to
obtain
another
speaker at
such short
notice.
Participants
cancelling
registrations.
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Possible
Resolutions
Source another
speaker equally
qualified.
An insurance
policy to cover
unexpected
losses.
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Probability
Impact
Overall
Potential
seriousness Implications
Possible
Resolutions
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Section summary
You should now understand how to prepare a promotional strategy with the
accompanying publicity material for a conference. You should also understand the
issues and best practice relating to the registration process, specific needs and
contingency planning.
Further reading
Conference management software
Section checklist
Before you proceed to the next section, make sure that you are able to:
promote a conference by developing a promotional strategy and publicity
material
organise a conference by implementing a registration process, catering for
specific needs and planning contingencies.
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Support may be needed to deal with a diverse range of issues such as:
queues for toilets being too long requiring patrons to be directed to other
facilities
Make sure rooms are clearly labelled with session topics and times.
Make sure sufficient seating has been prepared and relevant equipment is
in place.
Keep a close liaison with venue personnel to help resolve the unforseen
events as they occur.
Process registrations
Ensure that:
delegates are informed if needed about the external area surrounding the
conference venue and personal safety issues.
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timing speakers
announcing breaks
absent delegates
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troubleshooting difficulties
Note: Changes may affect all delegates or only those attending a particular
session.
Attend to the presenters
The key to the smooth running of any conference is the way in which the
presenters are organised: that they know where to go, that their special needs
have been accounted for and that they are in the right frame of mind to deliver
beneficial outcomes for the delegates. When attending to the presenters needs it
is important that the presenter is:
welcomed
delegates kits
name tags
extra tables and chairs for people who suddenly wish to register and
attend the conference on the first day (if the option is open)
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Response questionnaires
The evaluation survey may be given as they register at the conference, but
it is more appropriate to issue and collect completed forms at the end of
the conference.
Generally, people dont want to complete lengthy forms and prefer to tick
boxes or a rating scale against selected criteria. Sometimes a space is
provided for comments.
a folder of papers
a CD-ROM
a collection of conference
photographs.
keynote speakers
presenters
sponsors
session leaders
publicity
caterers
venue coordinators.
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Similarly, if services were not provided to your satisfaction, you may need to
inform the appropriate people and outline your dissatisfaction.
You may also need to present brief reports to individuals or groups such as your
organisations CEO, departmental heads, or teams.
Follow up financial arrangements
Finalise all payments still owed by your organisation, for example for the
venue, catering, accommodation.
To verify financial management, you may also need to ensure that the
conference is audited in accordance with organisational procedures and
audit requirements.
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Section summary
You should now be able to understand the jobs and functions that a conference
manager needs to attend to during the conference and after the conference with
the reporting process. Most important, is understanding how to successfully deal
with the unforeseen events that inevitably happen due to the complications of
running a conference.
Further reading
Simple templates and reporting forms for project management that can be used
for conferences:
Section checklist
Before you proceed to the next section, make sure that you are able to:
coordinate the day of the conference
follow up on conference proceedings.
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Glossary
Term
Definition
Ball park
Break-out session
Contingency
Delegates
Keynote speaker
Master of
Ceremonies
Plenary
Scope
Stakeholder
Venue
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Appendices
Appendices
Appendix 1: Sample speaker confirmation letter
[SPEAKER NAME]
[ADDRESS]
[ADDRESS]
Dear [SPEAKER]:
Thank you for agreeing to share your knowledge with our members at the
upcoming [INSERT NAME] conference. As you know, our organisation is focused
on human resources in the public sector. Our members include employees of
federal, state, cities, and local governments and heath organisations that are
responsible for human resources in their respective organisations. In addition, our
corporate members represent a large variety of industry interests.
We are delighted that you have agreed to speak with our group. This letter is to
confirm the details of your presentation, which is as follows:
Presentation Date:
[DATE]
[TIME]
Length of Session:
[DURATION OF PRESENTATION]
Conference Location:
Session Location:
Presentation Topic:
[TITLE OF PRESENTATION]
Presentation Format:
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Please confirm the accuracy of the information above by signing and returning
this letter by fax to [FULL FAX NUMBER]. If you should have any questions, or
would like to discuss your presentation further, please do not hesitate to contact
me. Thanks again.
Sincerely,
[NAME]
[POSITION TITLE]
The information listed above is correct, unless exceptions are listed here:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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Appendices
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