Organizing a Conference: What it really takes from Start to Finish
Are you organizing a conference and feeling overwhelmed by the immense amount of work required?
Do you feel the pressure to execute every detail flawlessly? The reality is that organizing a conference can be a daunting task, with many moving parts that require careful coordination. But don't worry, we're here to help!
As experts in conference production with years of experience, we’ve taken care of everything from logistics to ensuring a smooth experience for attendees. While it’s impossible to encapsulate everything into one post, we put together this article to share our insights and tips on what it takes to organize a great conference from start to finish.
Click on any of the section titles below to jump to that section.
What’s Involved in Organizing a Conference?
What is involved in conference strategy?
What is involved in conference logistics?
Step 1 - Establish Your Goals & Objectives for the Conference
Do your homework: understanding your audience
How do your goals and the audience's goals intersect?
Step 2 - Putting together a Conference Budget
Conference expenses and income
Researching your conference budget
Keeping records of your conference expenses and income
Other costs related to organizing a conference
Forecasting income
Step 3 - Select the Perfect Venue for Your Conference
Extra amenities and assets of a good event venue
Venue safety
Venue costs
Step 4 - Draft an Engaging Agenda to Attract Attendees
Step 5 - Finding and Engaging Speakers and Presenters
Step 6 - Marketing Your Conference to Reach Target Audience
Online vs off-line conference marketing
Marketing the value of an event
Step 7 - Planning for the unexpected
Addressing medical emergencies at a conference
Handling Code of Conduct violations
What's involved in organizing a conference?
Planning and organizing a successful conference is a massive undertaking with many moving parts.
What we like to do with complex processes is to break them down into as many pieces as possible and conquer them one by one.
In this case, we can start by breaking down conference organizing into two major parts: conference strategy and conference logistics.
The first step is creating a solid plan to make sure everyone who participates has a great time. After that, you need to figure out how much money you can spend, find a good location, and take care of other details.
With the right team and tools, a small conference can take anywhere from 6 to 12 months to organize. Bigger events can take up to 18-24 months.
Part 1 of organizing a conference: Conference Strategy
Planning your event's strategy will have a big impact on everything else you do. Event strategy means figuring out what you want to achieve and how you'll make it happen. You'll need to set goals and figure out how you'll know if you've succeeded. Then you can make a plan to reach those goals.
Event strategy is the process of defining success and targeting objectives for a particular event and creating an event production plan to fulfill those objectives.
The event strategy process includes:
setting the goals of your event
Establishing how you will measure success
developing a plan to meet those success metrics
Once you have a strategy, you can use it to guide all your decisions. It'll help you choose what topics to cover, who should speak, and which vendors to work with. By planning ahead, you can also avoid problems and make sure you stay within your budget.
Having a good strategy means your event is more likely to succeed and everyone involved will be happy.
Part 2 of organizing a conference: Conference logistics
When we refer to conference logistics, we’re talking about every decision you make to serve the event strategy through your logistical choices. This includes how you:
choose speakers and panelists
recruit volunteers and staff members
set up registration systems
market the event
find suitable venues for hosting the conference
arrange accommodation for speakers and participants
provide catering services during breaks or lunches
organize transportation for attendees if required
Etc.
Step 1 - Establish your goals & objectives for the conference
Make sure you know why you're hosting the event and what you want to achieve. It's like having a guiding star that shows you the way to success. Without clear goals, it's hard to tell if you've achieved anything. To figure out the purpose and goals of the event, focus on what the audience and business want to achieve. By the end of this process, you should be able to explain why the event is happening and what attendees will gain from it.
Do your homework: Conduct surveys and gather feedback on the goals of your audience
If you know your audience well, this will be easy. But it's still a good idea to ask them what they want. You can do this by sending out surveys or asking on social media. You want to know what they hope to get out of attending the conference.
What do they want to learn?
What should they leave with?
How can you make sure they have a good time and achieve their goals?
How do your goals and the audience's goals intersect?
Putting together all the information you gathered from your audience, you should figure out where their goals and expectations meet the goals and expectations of your organization. These goals should be what you aim to achieve through the conference.
Once you understand this, you can start giving your attendees what they need to be successful through the content and attendee experience you provide. This may include giving them access to industry experts, networking opportunities, educational resources, and any other materials or support that could help them achieve their goals. You can also offer incentives or discounts to encourage attendance and ensure that the conference is valuable for everyone who attends.
When we had to change Clarity conference to an online-only event in 2020, we knew that being part of a community was really important to people who attended the conference before. Also, because of the COVID lockdowns, people really wanted to connect with other people. Knowing all of this, we made sure to use technology to help people talk to each other in small groups and one-on-one. We also made sure to have lots of fun activities and prompts to encourage people to talk to each other. This helped us get a lot of people involved in the conference and made it a success!
Step 2 - Setting up a conference budget
The role of a budget is to achieve the success of any event through the proper allocation of resources. To create an effective conference budget, it is important to start with a detailed strategic plan that will help guide your decisions when it comes to managing expenses and forecasting revenue.
Keep in mind that your conference budget is not a one-and-done step in the planning process, but a living document that will constantly need to be updated, refined, and analyzed.
A well-planned budget will help you meet the needs of conference attendees and support the event's goals. It's important to balance expenses and not overspend on any one element of the budget while maintaining quality.
In general, there are two main categories of a conference budget: expenses and income. By creating an accurate financial plan and sticking to it, you can ensure that your conference is profitable and enjoyable for everyone involved.
Conference expenses and income
On the conference expenses, this includes but is not limited to:
Catering
Venues
Speaker fees and associated costs
Lodging
Travel
Swag
Print costs
Signage and wayfinding
AV services
Staffing fees and associated costs
Marketing fees
In terms of income, most conferences will at least have these types of income sources:
Ticket sales
Sponsorships
Merch sales
Doing research for your conference budget
Do some research ahead of time. This means looking into how much things cost so that you can figure out how much money you'll need to make your event happen. You can start by deciding what's most important to you and setting an ideal budget for each category. Then, look into things like potential venues, speakers, and catering options to get an idea of how much they will cost. Keep in mind that the costs can vary depending on where the event is located, how big it is, and how long it will last.
By understanding these costs, you can figure out how many tickets or sponsorships you'll need to sell in order to make your budget work. It's important to be realistic and make sure that your goals are achievable based on the costs you've researched.
Other Costs
include potential fees related to advertising and registration in your budget. These costs can include things like promoting the event on social media, printing flyers, and securing media coverage.
If you're using different apps to help you plan your event, those fees should be considered and tracked as well. Don't forget to allocate 10-15% of your budget for unexpected expenses that may arise during the planning process. This way, you'll have the necessary funds to cover any surprises and ensure that your conference runs smoothly from start to finish.
Forecasting income
When organizing a conference, it's important to budget carefully to make sure all expenses can be paid for without going over the available funds. One important part of budgeting is anticipating the money that will be made from ticket sales, sponsorships, and even donations from attendees.
To figure out how much money can be made from ticket sales, it's important to estimate how many people will attend and how much they will pay for tickets. Seeking sponsorships from companies or organizations can also bring in additional money and support for the event. These sponsors can also receive recognition and opportunities to promote themselves through branding and marketing.
Donations from attendees can also be a way to raise funds, especially if the conference is for a good cause or if people are interested in the speakers or topics. Accurately estimating these sources of income and using them wisely can help ensure the financial success of organizing a conference.
Keeping records of your conference budget
One effective way to keep your conference budget organized is creating a detailed spreadsheet that outlines all of your expenses and income categorized. Start with your ideal budget and keep track of the actual costs incurred. To make certain that you have all necessary documentation for future reference and bookkeeping, make copies of all receipts and invoices and store them in a designated folder.
It's essential to review and update your budget regularly, ideally spending a few hours every few weeks to confirm that each dollar is accounted for. Regularly interacting with your conference budget can help you stay on track and avoid overspending, guaranteeing that your planning process runs smoothly and effectively.
Step 3 - Select the perfect venue for your conference
When selecting an event venue, there are a number of basic qualities to look for.
Venue is easy to get to for both guests and speakers. This can be achieved by selecting a location that has great transport links, or by providing clear instructions on how to get there. The venue should also be located near major hotels if you're expecting people to travel from out of town.
Space available to accommodate all guests and speakers comfortably and safely. The layout of the venue should also be able to facilitate the planned activities such as workshops, plenary sessions, and breakout sessions.
Equipment at the venue that may be needed for the conference. This may include sound systems, projectors, lighting and other technical equipment.
The venue should be accessible to all attendees, including those with disabilities. While the Americans with Disabilities Act is far from perfect or thorough when it comes to venues, compliance with it should be the very minimum requirement.
The furniture available at the venue. At the very least, tables and chairs are needed in a conference venue to create a conducive environment, but not all venues include them. It's important to consider whether the cost of bringing the furniture in becomes too much.
Extra Amenities and Assets
You should also think about additional amenities that can make your event more enjoyable for attendees.
Here are some things to keep in mind:
Aesthetics: Does the venue look good on its own or will you need to invest time and money in decorating it?
Staffing: Is there security on site? Are there staff members available to provide extra support during your event?
Location: Is the venue in a walkable neighborhood with interesting things to see and do nearby?
Cuisine: Does the venue have restrictions on catering or can you work with any caterer you choose? Are there great food options nearby?
Venue Safety
As an event planner, you must follow any health and safety regulations required by the venue and the state to provide a safe environment for everyone, including speakers and attendees. This means taking into account the number of people in a space, the venue layout, and necessary safety measures like fire exits, first aid kits, and emergency response plans.
Consult with local authorities or hire a professional to oversee safety precautions, as needed. Additionally, some venues may require extra insurance or permits from the fire department.
In addition to physical safety, consider the accessibility of the venue for individuals with disabilities. This includes making accommodations for both visible and invisible disabilities to ensure all attendees can fully participate in the event safely.
Venue Costs
Overall, while finding the best venue is an essential step in organizing a conference, it's important to be mindful of cost. By researching multiple venues and determining the costs upfront, you can make an informed decision that fits within your financial parameters without compromising on quality.
Consider that different cities may have different venue pricing. So, it's worth considering whether your venue must be in a particular city to meet your goals or if you can choose a different location. By choosing a venue in a different location, you may be able to save money without sacrificing quality.
Step 4 - Draft an engaging agenda to attract attendees
Developing an event program involves creating a plan that includes a schedule of activities, such as sessions, workshops, and breaks. By assigning dedicated time slots for each activity, attendees can plan their time wisely, and everything can run smoothly.
A good program should have a clear structure and balance the content, making sure it caters to the interests of the audience and aligns with the conference's overall strategy. It should include details about keynote speakers, panel discussions, and other activities that the attendees will participate in.
The agenda should be structured in a way that allows for sufficient breaks throughout the day. These breaks give participants a chance to refresh themselves, network, and recharge their energy levels. Moreover, it is important to include room for flexibility in the agenda to accommodate any unforeseen circumstances that may arise during the event, such as unexpected guest speakers or changes in the schedule.
Overall, by organizing the activities in a logical way, the program can create a cohesive experience for attendees, which can ultimately contribute to the conference's success.
Step 5 - Finding and engaging speakers and presenters
It's essential to choose a speaker lineup with the right experience, background, and knowledge. This is because the speaker's expertise can have a significant impact on the quality of the presentation and how much the attendees benefit from it.
If a speaker has relevant experience in a specific field, they can offer valuable advice that attendees can use in their careers. For example, if the conference is about marketing, a speaker with years of experience in that field can give practical tips and insights that attendees can apply to their own marketing strategies.
On the other hand, a speaker with a diverse background in various industries can offer a unique perspective on different issues. They can share their experiences and insights, giving attendees a broader understanding of the topic. This can help attendees approach problems with new ideas and creativity.
Choosing a speaker with the right expertise and background is crucial to ensure that the presentation is engaging and impactful for the attendees. By considering the speaker's experience, background, and knowledge, conference organizers can plan and host a successful conference that leaves attendees feeling informed and inspired.
For a deep dive on this topic, read our article: Conference Speakers for Your Next Event: The Ultimate Guide to Find and Book the Best
Step 6 - Marketing your conference to reach the target audience
Of all the things you’ll be doing to organize your conference, you will absolutely be spending the most time in marketing mode. To attract potential attendees to a conference, consider the target audience and create marketing materials that cater to their interests, needs, and expectations. This can include social media campaigns, email marketing, online advertisement, press releases, or even personalized invitations.
Timing is also crucial when promoting a conference. Promoting it too early or too late can result in a lower turnout. Therefore, the marketing and promotion plan should be comprehensive, focused, and executed in a timely manner to maximize its impact.
Online vs offline conference marketing
Digital and social advertising isn’t what it used to be. What was once a cost-effective way of reaching a broad audience has become much more expensive with less impressive results. This is why offline promotion shouldn’t be ruled out and can be effective in attracting local attendees.
To reach your target audience, consider distributing flyers or posters in high-traffic areas such as universities, libraries, and cafes. Engaging with local media outlets to secure radio or TV interviews can also promote the conference's theme, goals, keynote speakers, and schedule.
Marketing the value
Conference promotion requires going the extra mile to attract prospective attendees, especially considering the ticket price. The ticket price is an expense, an investment the attendee should feel confident in. Highlight the benefits of attending the conference and why it is a must-attend event. The more targeted the message, the greater the success the message will have.
Conference organizers should be willing to adopt creative strategies to reach the right people and ensure they understand the value of attending the conference.
Step 7 - Planning for the unexpected at a conference
Prepare for the unexpected. This means having a plan in place to handle emergencies, health issues, and other unforeseen circumstances that may arise.
By thinking ahead and anticipating potential issues, event organizers can ensure the safety and well-being of all attendees, vendors, and speakers. Having contingency plans in place can also help handle any unexpected situations that may occur during the conference.
Creating a comprehensive plan to handle potential issues is critical. With proper preparation, conference organizers can ensure that everything runs smoothly and professionally.
Medical Emergencies at a conference
How are you ensuring the safety of your attendees during a medical emergency? While we hope that nothing goes wrong during our events, accidents and emergencies can happen. That’s why it’s crucial to be prepared for any medical emergencies that may arise.
Here are three essentials for medical preparedness at a conference:
Know who your venue contact is for medical emergencies. This person will likely be the one to coordinate any emergency response efforts and should have the necessary training and experience to handle any situation that arises. Make sure to have their contact information readily available and easily accessible in case of an emergency.
Know what medical resources are available on-site. This may include a first aid kit, a medic, an AED (automated external defibrillator), or other emergency medical equipment. Take the time to familiarize yourself with the location of these resources so that you can quickly and easily access them in case of an emergency.
Brush up on first aid, CPR, Heimlich training, and any necessary certifications. While these skills may not be required for all event planners, having them can be extremely beneficial in the event of an emergency. Many organizations offer training courses for first aid, CPR, and other life-saving techniques, so consider taking a course to refresh your skills and knowledge.
Code of Conduct for conferences
Every event should have clear rules in place, called a "Code of Conduct" or "CoC." These rules explain what people should and shouldn't do at the event, and what will happen if they break the rules. By having these rules, the event can be a welcoming and safe place for everyone. You can see an example of a code of conduct here.
Read your Code of Conduct (CoC) often and remind yourself of what it says. It's really important for event organizers to know and understand the rules in the Code of Conduct.
First, it helps organizers make sure the rules are up-to-date. If something new comes up that's not covered by the rules, organizers can change the Code of Conduct to include it. Second, if someone breaks the rules, knowing the rules well can help organizers take action quickly and in the right way. Finally, when organizers take the rules seriously, everyone else is more likely to take them seriously too.
Regularly remind attendees about the Code of Conduct and its consequences. There are a few different ways to remind people about the CoC. For example, you can send reminders in emails or put up signs around the event. You might also make an announcement at the beginning of the day.
Teach your team how to respond when someone violates the Code of Conduct. When you teach your staff and volunteers about the Code of Conduct, you’re creating a team that's ready to handle any problem that comes up. Explain what kinds of behavior are not allowed at the event and have a plan for reporting problems. Staff and volunteers need to know who to tell if they see a CoC violation. When the team knows what to do, everyone can feel safe and have a good time at the event.
We hope that this article has given you valuable insights and practical tips for planning your next conference. Remember that it's normal to feel overwhelmed, but with careful planning and attention to detail, you can execute a successful event that will leave your attendees feeling inspired and satisfied. And if you need further assistance, don't hesitate to reach out to our team of experts who are always here to help you take your conference to the next level. Happy planning!