March 16, 2021 | by Mary Windham | This post may contain affiliate links
Welcome to the second phase in my Event Planning Series: the Design phase. This comes after the Research Phase, so read that one first if you haven’t yet! These phases are based on Dr. Joe Jeff Goldblatt's 5 Phases of Event Management, which I’ve customized to generate 7-figure revenue for my successful event planning company, Occasions, Inc.
Keep reading! I know these steps will be game-changing for you too!
Phase 2: Design
The event design phase maps out how my team will bring our client's vision to life. Taking the information we gathered from the Needs Assessment and Feasibility Studies in the Research Phase, we develop a fully conceptual event design and a compelling proposal for our client.
In my company, the business development and operations team come together when creating our client’s proposal. The business development team focuses on developing a compliant proposal, while our operations team, including event planners and designers, drafts the strategy and costs of our client's vision. Since the very start, my business partner and I have always implemented this process, so it doesn't matter if you’re a team of 20 or just 1, this framework will change the way you develop proposals and absolutely make you stand out from your competitors.
Step 1: Prepare the Compliance Matrix & Project Scope
Developing a detailed Compliance Matrix & Project Scope is an important element in the proposal process, as well as creating the strategy in executing the project. These documents are tailored to the client's requirements and scope of work. The Compliance Matrix ensures we meet all the client’s requirements and the project scope lists the labor and tasks required to make this happen.
Remember, the proposal for a federal government event will differ enormously from a proposal for an individual hosting a 50th anniversary dinner. But fear not! I’ll touch more on different kinds of events and proposals in future posts.
The Compliance Matrix & Project Scope includes the following:
Client Information
Goals & Objectives
Event Information & History
Tasks/Services
Proposal Win Themes
Highlight Weaknesses We’ll Address
Step 2: Event Planning Strategy
Next, we identify our specific strategy in addressing concerns, meeting objectives, and pulling off an amazing event. In this step, our team walks the client through the event experience and details how it will be achieved. This includes:
A Sample Work Plan or Timeline
The Concept & Design
A Detailed Design Execution Plan
Our Team's Relevant Experience
Step 3: Budget Development
From the Project Scope, the operations team is able to develop a detailed itemized budget. This budget is broken down into two sections: labor and other direct costs. Labor is calculated by estimating the time it takes to complete each task outlined in the previous steps. Other direct costs are third-party costs like travel, marketing, or venue expenses. Depending on the type of cost proposal requested, a service mark-up fee may be added to third-party supplier quotes.
For each service required, a Request for Proposal (RFP) is sent to a minimum of three (3) approved suppliers for a quote. Once quotes are received, a Three-Bid Comparison Chart is created. From the Comparison Chart, a supplier is then selected. This step is very important for our government clients, as we need to show our due diligence in ensuring they’ve received the best value for their project.
Whew!
We know it’s a lot of work, coordination, research, and development to include in just the proposal phase. New event planners might wonder if it’s worth it to put so much effort into it early on in the relationship.
It is.
I promise!
The proposal isn’t just supposed to give the client a cost, but also show them how you work and what they should expect for the whole event. It’s important to demonstrate commitment, attention to detail, and thorough accuracy from the very beginning.
Only after following these steps are we then able to submit a truly compelling, compliant, and committed proposal. The resulting amazing proposal dramatically increases the likelihood of it being accepted! If it’s not, we’ve still made an extremely positive and lasting impression that potential clients will remember.
Once the client accepts the proposal, the team moves on to the next and possibly most important phase of all: Planning.
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