The Strategic Planning Guide for Event Professionals
by Christy Lamagna, CMP, CMM, CTSM
Overview:
People entering the event profession often do so imagining it is a glamorous job filled with parties and extravagance. This misconception hurts not just those entering the field but those currently working countless hours to produce quality meetings.
By painting a vivid and accurate picture of what the industry is actually like and illustrating challenges most planners face, readers are immersed in the day to day life and struggles of an event planner. From there, the concept of event strategists is introduced along with an exploration of how a shift from logistic based thinking to one rooted in strategy in thinking will shape the future of this multi-billion-dollar industry.
The Strategic Planning Guide for Event Professionals is 26 chapters of relevant information dedicated to the growth of your students and the evolution of the hospitality industry.
Chapter Synopsis
Chapters 1 - 5
Readers are given the stable and strategic base for building successful events by walking them through the five main steps of The Discovery Process. Readers will also learn to create a Strategic Vision Team, SMART goals and event KPIs, and define the event ‘WHY?
Chapters 6 – 10
Understand the hard and soft data which translates into event ROI. Readers will dive into the psychology of ‘What’s in it for me?’ and how that answer leads to successful events. Develop an aptitude for creating learning environments, design experiences, and deliver behavior influencing content using my Continuous Communication Cycle®.
Chapters 11 – 15
Learn how Strategic Planners can turbo-charge sales cycles, understand the role of a Production Strategist, develop a mind for Collecting and Connecting®, and how to become a part of the Strategic Planning Movement.
Chapters 16 – 20
Understand the importance of working with CVBs and DMOs and learn to create Strategic Sponsorships. These chapters will help readers maneuver difficult conversations and hone a curious mind with Curious Mind Exercises™. You will also be given steps to turn RFPs into RFCs (requests for collaboration) which creates a harmonious work environment that turbo charges productivity.
Chapters 21-26
That final chapters will guide readers through the ins and outs of ‘Fam’ travel, Strategic Safety, working with speakers, and potential power struggle solutions.
What Else Makes This a Good Choice for Your Class?
The book is augmented by the content I publish on a weekly basis, enabling you to build on what you’re teaching with real-time data surrounding issues facing the industry and the professionals in it. Plus I have webinars, podcasts and giveaways you can share or use as part of your teaching tools.
‘Pro Tips’ accompany every chapter, offering concise and insightful nuggets of wisdom, which can act as springboards for discussion, papers and extra credit assignments.
Let’s Talk
Schedule your 20-minute Laser Focus call with me now! We will determine what you want to achieve in your curriculum and how my book can answer the pain points you are experiencing.
A Few More Thoughts:
Unlike many of the books you may be reviewing, the end of this book is not the end of the learning process. Readers are given access to the Strategic Resource Library full of tips, checklists, and guides for every aspect of meetings and events. This is an added value to everyone who has purchased the book, as readers receive log-in access to the Strategic Resource Library which is updated monthly.
Peruse the library of strategic resources I've made available on my website by clicking here.
