Maureen Carter Head of Engineering Programmes a'k'a' Events Manager

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• How to plan and run an event

• Maureen CarterHead of Engineering
  Programmes(a.k.a. Events Manager)

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• What are the key elements?
• What function does a YM event serve?
• Why would anyone come?
• Interesting / important not enough
• Fear, greed the usual suspects
• Dont forget Father Jacks motivators

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• Its not rocket science
• Start planning in time work backwards
• Devise a schedule sandbag it, keep to it!
• Brainstorm for speakers/visits
• Use your contacts be shameless
• Who do you/ your friends work for?
• Bandy the IMechE name about it works!

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• How much will it cost?
• Where is the bulk of your expenditure?
• Factor everything in dont say oh well get
  that sponsored
• Sources of funding internal / external

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• Sponsorship making the case
• Presence, association with our brand, access to
  attendees
• Benefits, benefits
• Sample package tailoring required!

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• Contacting the speaker / visit host
• Clarity what they can expect
• Everything in writing and get as much information
  as possible!!
• Copy sells all time is precious, so we need to
  persuade people why they should spend it with us

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• Keeping track of whos coming
• Getting there on time
• Branding we want people to know its us
• Having enough IMechE people present
• Bring hard copies of correspondence
• Enjoy it that makes everyone else do so too

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• Communicating the message
• Emails, agenda, website
• You have 9 seconds to get attention
• Make them a proposition they cannot refuse by.
• Answering the question Whats in it for me?

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• Keep a clear picture in your mind of the one
  person you are communicating with
• What is the basic need your product will fulfil
  for this person?
• Tell them about it out loud
• Get the tone right know your brand know your
  target

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• Write in the present tense
• Use bullet points
• Express features as benefits
• Active not passive verbs
• Write with enthusiasm be positive

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• Powerful words that work
• Free You
• Guaranteed Will
• Now Can
• Easy Success
• Pleased New
• Simple Happy

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• Powerful words that wreck
• Late Serious
• Wont Impossible
• Cant Accidentally
• Never Fail
• Unfortunately Unhappy
• Disappointed Un mis dis

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• The KISS principle
• Short words instead of long now not
  immediately wee exercise
• Short phrases please not we would be most
  grateful if
• Short paragraphs but have long letters or
  brochures if you need to explain

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• Creating action in men
• Be brief and direct
• Use strong words like would and will
• Use bullet points, graphs, charts
• Use facts, not questions

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• Creating action in women
• Give food for thought
• Give supporting information
• Use words like could and can
• Use narrative to tell the whole story
• Use questions and answers

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• But the good news is
• Less likely to apply to younger age groups so
  strongly
• Homogenous group engineers are rational and
  logical

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• Online copywriting
• Even shorter, even faster, even more direct
• Make the first 5 words count
• Be as specific as possible
• If you have an offer keep it above the scroll
  always in view

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• Key principles online
• Write in an inverted pyramid get the who, what,
  where, when, why upfront
• - fill in the detail later
• Only one idea per paragraph
• Underline, italicise, indent, bold, bullet point
  as effective online as off

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• Any questions?