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Volunteer Event Analysis Assignment

HRT 152 Fall 2015


Mary Jo Sterns

Hadiyah Sabree
November 30, 2015
Table of Contents

Event Analysis

Executive Summary
4

Objectives

Event Description

Role at event

Event Debrief

Recommendations

10

Event Schedule

12

Event Analysis

References

13

Event Analysis

Executive Summary
Client name and organization
Organization: Achilles Media
Event: NextMEDIA 2015

Background of event
NextMEDIA is a networking event and conference. Over the span of two days, there are
key speakers at the event from the digital community that educates, informs, and update the
audience about future media, hence the name of the event. The event brings forward current, ongong case studies and ideas formed for the future.

Date(s) and location(s)


This event occurred on Monday, November 9TH to Tuesday November 10TH, 2015. It is
located at the MaRS Discovery District in Toronto. This event occurs annually. The location may
change but for the past three years, has remained the same.

Target audience
The target audience was generally professionals and upcoming professionals in the media
industry. More specifically, this media was designed for online producers, distributors, marketing
professionals, media creators, among other key players in the industry.

Expected attendance
Based on the target audience and the various groups attending, the expected number of
people was to be 700 over the span of both days.

Objectives
State event objective(s)
To connect interactive and online producers, creators, distributors, and marketers and facilitates
meetings connecting key players in the media industry and beyond during the two days of the
event.

Event Analysis

Event Description
Format of event i.e. gala dinner, golf tournament
The format of the event was a conference style networking event.

Agenda of the event


The first day mainly focused on how brands are figuring out how to reach the new
millennial audience but still achieving their core values and objectives. The second day focused
on how brands are building relationships with their agencies, the development of a new virtual
world in technology, and social media advertisements.
*The event schedule for Tuesday, November 10TH, 2015, is listed at the end of this report.

Theme
This year, the events theme focused on the influences in the media. The theme was also
relevant to todays platforms (such as YouTube and Facebook) and their objectives regarding
audiences and profit. The event was business professional.

Event marketing
The event was marketed through the website and the contacts in the database that Achilles Media
has.
o Phone calls and emails were sent out to contacts
o Deals for associations were made for their tickets
The event was also displayed on various websites throughout the web, such as:
o
o
o
o

Marketing Talent Incorporated


Magazines Canada
CARTT
Toronto City Events

Event Analysis

Sponsorship
NextMEDIA has a total of 38 partners. These partners are divided into four groups. The groups
are:
Gold partners
o Scott Brother Entertainment
o MaRS
Silver partners
o
o
o
o
o
o

Canada Media Fund


CBC
Ontario Media Development Corporation
Eye on Canada
The Spoke Club
Etc.

Bronze partners
o
o
o
o
o
o
o
o

Corus Entertainment Inc.


Bell Media
Kin Community
AOL Canada
William F. White International Inc.
Shift2
CraveTV
Etc.

Community partners
o
o
o
o
o
o

Fiveoseven Clothing
Render Media
Canadian Media Production Association
Uber
Much Digital Studio
Etc.

Ticket price
The ticket prices changed as time went on.
o The first set of tickets were the early bird tickets. These ticket types are generally
discounted from the original price, aside from the kick off ticket. The price was $295
with a deadline at Thursday, September 10TH, 2015.

Event Analysis

o The kick off tickets were for the attendees that attended the event during the previous
years. They had the kick off tickets for $245 with a deadline at Friday, October 9TH, 2015.
o The regular tickets were listed as $345, with a deadline at Tuesday, November 10TH,
2015.

Funds raised
Since this event was a conference and the purpose was to educate and inform, funds were
not needed to be raised.

Actual attendance
For both days, there was a total of 400-450 people that attended.
o
o

On day 1: 450 attended


On day 2: 400 attended

Your Role describe your volunteer activities


I volunteered on one day out of the two day event. My shift was 7:30 AM till 4:00 PM. In
the morning till 9:00 AM, I helped with the finishing touches of the venue. We placed charging
stations on the tables, went over the functions and tasks of each role, and made sure everything
was in place.
I had two roles for the day. The first role was the greeter at the entrance of the main hall. I
made sure all the attendees had their name badges before they entered. The doors were to remain
shut during the speeches and opened during the break times. This was to ensure that the
attendees departure and arrival was done safely and to ensure that the speeches were not
interrupted. I was also responsible for directing the attendees to their desired location within the
event. This role required my presence to remain outside of the main hall and in the concourse.
During the second half of the event, I was part of the stage set up crew. Our tasks were to
switch the seating on stage in between lectures, preparing the stage appropriately for the next
guest speaker. This setup had to be done within the 30 seconds we were given, while the host
remained on stage. We were given a sheet of how the chairs are to be setup on stage with a
cruiser (tall side table), if needed. Along with the chairs and cruiser, we were also required to
place the microphones with the chairs on stage in order. This was to ensure that the technical
team knew which microphone to turn on for the set amount of speakers on stage during each
lecture. One small task that was included in this role was to help hand out the take-home gift
bags filled with treats for all the attendees.

Event Analysis

Event Debrief
List 2 highlights that added to the events success
1. Charging stations
Since the event was a business event, it was a good idea to have charging stations placed on
majority of the tables, due to the audience being professionals. Especially since the event is
based on media, technology, and its future, it added value to show how far the organizers of the
event was willing to push the theme. They encouraged technology use for the attendees. This was
also useful because at these types of events, many brings their own devices, and in some cases
forgets their chargers. The station was an easy solution to a problem that may have occurred
during the event.
2. The Twitter newsfeed displayed throughout the event
Throughout the event, nextMEDIA had a screen put up at the side of the lecture hall
displaying a live Twitter newsfeed of the hashtag #nextMEDIA2015. This hashtag was posted so
that all attendees could tweet anything from feedback, images, videos, comments, questions, or
concerns as the event went on. This was a highlight at the event because it engaged the audience
and encouraged them to voice their thoughts through tweeting. The live newsfeed also allowed
tweeters to view who may be at the event, giving them another chance (other than in person) to
connect and network, therefore, achieving the objective. Involving social media at events are
always useful because it gives guests a unique experience that they take away, it adds to the
value of the event, and it encourages involvement. Especially since this event was focused on
media, social media should be integrated into the event somehow, and this is how nextMEDIA
decided to involve it.

List 2 areas that created challenges


1. Communication with the volunteers and coordinators was not done thoroughly
Throughout the event, there were a few misunderstanding between the volunteers and their
coordinators, as well as, between the coordinators themselves. Some of the volunteers had to
have their orientation during the day of the event, due to their unavailability of the set orientation
date prior to the event. I was included in this group. On the morning of, the roles and tasks were
briefly discussed. Many tasks were not clarified to the volunteers which ended up in mistakes
during the event. For example, there were two cruisers placed near the stage; one was black, the
second one was silver. The volunteers, including myself, was told that the black cruiser was the
required cruiser for all the stage setups. During the event, as we placed the black cruiser on the
stage, a second coordinator came to us claiming that we were placing the wrong cruiser on stage.
Therefore, there was a miscommunication between all parties. Prior to an event, these details that
needs to be explained to the volunteers has to be verified with all the organizers, as a team, to
prevent errors such as this one.

Event Analysis

2. Seating for the guests


During the event, every time a session ended, the guests were able to exit the lecture hall and
into the concourse for a beverage or to network with each other. As they came back, it became
harder for guests to find seating. The seating was not assigned, guests were able to sit where they
wanted. And the tables were set up as conference style with a stage to view. The problem with
this setup was that, there were a lot of chairs facing away from the stage, therefore, many
attendees avoided those seats. Also, as the lectures started, the hall lighting was turned down,
giving them a hard obstacle to find a seat. As the program progressed, and the guests stop
looking for seats, they started standing by the entrance of the lecture hall, which posed as a
safety hazard in case of an emergency.

Was the event successful? Were the objectives met? Please explain
The event, overall, was successful because the objectives were met. The main point of the
objective was to allow business professionals in the media industry to network. In the span of
both days, the attendees were able to view the guest speakers position in their current field and
network accordingly. All the attendees left satisfied; the event provided a lot of networking
opportunities throughout and between lectures. Food was also provided, including a continental
breakfast and lunch. One part of the planning was not successful was the audience goal. They
aimed for around 700 attendees but only around 450 attendees showed up.

Were the Objectives SMART? Please explain


Specific
The objective for the event was defined and clear. It stated the what, why, and who. The
what was the media industry, the who was the key players in the media industry, and the
why was because they need to connect.
Measurable
The objective could be measured by counting how many key players in the media
industry attended the event. They used clickers to track the attendance. The objectives success
could also be measured by acquiring feedback after the event, i.e. Twitter newsfeed. What type
of comments were the attendees posting during the event?
Assignable
Yes, the objective was assignable. All volunteers and staff obtained roles that helped
towards the success of the event, and therefore, the objective of the event. For example, they had
a stage crew, a greetings crew, a team for open ended questions, a team for registration, a team
for the technical aspect of the event, and the event coordinator overseeing the whole event.

Event Analysis

10

Realistic
The objective was realistic because it was achieved with available resources. The event
needed speakers and key players from the media industry to help the objective become
successful and the desired speakers were at the event. The only part of the planning might have
been the desired number of people to attend the event compared to the number of people that
attended the event. Around 700 was the set number and around 450 people showed up. Based on
these compared numbers, the audience goal might have been unrealistic.
Timely
The objective was timely because the event happened on the desired date and the
schedule for the event ran smoothly. The objective of the two day event (to network) was
achieved by the attendees and accomplished over the two day span.

Were the objectives appropriate? Explain


The objectives were appropriate for this event since it was a conference. Generally, in
conferences there is networking involved. The attendees were able to ask the speakers questions
during the Q & A sessions, the speakers were able to fully express their views and opinions in a
well set time, and they all still had multiple chances to discuss matters throughout the event. The
purpose of NextMEDIA 2015 was also to introduce technological ideas in the making to the
public, therefore, an interaction with the audience benefited all parties.

Recommendations
What are your recommendations for this event?
o Do a final count of the number of people attending the event before the event takes place
to have a final idea of the amount of food and seating needed (for example, make phone
calls pre-event).
o Have a concise team meeting, volunteers included, to discuss the roles and tasks needed
to be done during the event.
o Discuss the objectives of the event with the volunteers, as well.
o Have assigned seating or have volunteers stationed around the hall to help direct
attendees to a seat.
o Let individual teams know about the duties of other teams, to decrease amount of
confusion and/or misplacing items (ex. Tech crew wont move specific chairs, due to it
being situated there for the stage crew)
o Have more volunteers to assist and to produce an error free event.
o Have a different meal on the second day, compared to the first day.
o Notify attendees of live Twitter newsfeed and how they could incorporate it into their day
at the event.

Event Analysis

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o Have Cabaret style or half rounds seating so that all attendees are able to see the stage
without being uncomfortable and no ones back is facing the stage.

Event Analysis

Tuesday, November 10TH, 2015 schedule:


8:00AM-3:00PM: Registration
8:00AM-9:00AM: Continental breakfast
9:00AM-9:30AM: Opening keynote
9:30AM-10:00AM: Reconnect With the Joy of Nature: Cossette & General Mills Case Study
10:00AM-10:20AM: Responding to Industry Distress Calls - Rethinking the Online Video
Platform
10:20AM-10:50AM: Digital Advertising In Today's Mobile World
10:50AM-11:05AM: Networking Break
11:05AM-12:05PM: Meeting Exchange
11:05AM-11:35AM: The Business of Virtual Reality: An Emmy Award Winning Case Study
11:35AM-12:05PM: Gaming Futures
12:05PM-12:25PM: The Art of YouTubing
12:25PM-1:25PM: Networking Lunch
1:25PM-1:45PM: Occupied VR Hologram Presentation
1:45PM-2:35PM: Lessons From Today's Top Digital Broadcasters
2:35PM-2:45PM: Much Digital Studios Announcement
2:45PM-3:15PM: Closing Keynote: Mitch Joel, President, Mirum

12

Event Analysis

13

References
Partners - nextMEDIA. (2015). Retrieved November 27, 2015, from
http://www.nextmedianow.com/partners/

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