BizBash LuncheonJune 9, 2010

Dennis CornellAssociate Senior Vice President, USC

University Relations and USC Chief of Protocol

Events as TheatreRemember “Hello Dolly”

Mission-driven, Story-driven

High-touch Communication

What is an event?

An event is the most dynamic “theatrical” opportunity for high-touch communication between your client and their guests

Face to face Voice to voice Scripted Controlled environment Opportunity to change expectations, assumptions Opportunity to reinforce and build belief systems

Purpose of an event

To create the atmosphere and ambience

conducive to receiving the strongest possible message or story

~

This message should produce an

EMOTIONAL, VISCERAL and INTELLECTUAL

response or change in the guest

~Emotional Transformation~

Know Your Message First

What are you trying to say or accomplish?

Primary or public purpose To honor, to celebrate, to commemorate, etc.

Secondary or strategic purpose Create expectation in potential donor, attract next

client, create goodwill, build the emotional pipeline

The Audience

Identify and target the client, audience or constituent groups ~ Eliminate all others

Brings clear focus to the messageCreates “appropriate” exclusivitySaves resources Invitations are not marketing pieces

Entice Them! Competition is rough

Brand your institution and use it consistently and often

“Save the date” cards are wasted opportunities Invitations ~ you are competing with all

organizations and corporations Never, ever use labels Calligraphy, good handwriting, laser printing

The Program Audiences as a group and individuals respond

EMOTIONALLY first, then VISCERALLY

and finally, INTELLECTUALLY

Personalize the story Use anecdotal tales to convey the larger picture Save the “hard sell” for the “face to face” Convey emotional content about specific people,

especially if they can be in the room Add human interest content in an all programming

Aristotle’s Elements of A Good Play

Program Content ~ An Event

The Speeches

Do NOT duplicate contentKnow each speaker’s role and “choreograph”

their remarks Not all content has the same value or story 5 minutes is a LONNNNNG TIME! Save your ED, Board Chair or

Spokesperson for the climactic moment

Direct the Program

Guests need and want it! Take them on a journey ~ weave a tale! Begin and End your event with aural and visual

elements including lighting and musical changes Develop “Acts” to guide your audience through

the event Be Brutal when necessary ~ cut when you must Always think from the audience’s point of view Exceed their expectations! Enjoy!

Summary, Ha! The Beginning!

The Devil and Genius are in the Details Message, Message, Message! Think Strategically! Change the audience’s expectations! Create Emotional Transformations Be Brilliant on the Basics!