Module 1: Planning the Event

Setting Event Objectives and Audience

Every event decision you make, from the venue to the menu to the time of day, becomes easier when you know exactly why the event exists and who it is for. Events without clear objectives tend to drift: the budget grows, the programme gets crowded and, afterwards, nobody can say whether it was a success. In this lesson you will learn how to turn a vague request such as "let's do a launch" into specific objectives and a clear audience profile.

Start with the purpose behind the request

When a manager or client asks you to organise an event, begin by asking what they want to be different after the event. Common purposes include:

• Inform: share news, results or a new policy with staff, members or customers.
• Sell or generate leads: introduce a product and collect contacts of interested buyers.
• Build relationships: thank clients, network with partners or strengthen a team.
• Educate: train people in a skill through workshops or a conference.
• Celebrate: mark an anniversary, award or personal milestone.

Most events have one main purpose and one or two secondary ones. Write the main purpose in a single sentence. If the client cannot agree on one sentence, you have found a problem worth solving before you spend any money.

Turn purpose into SMART objectives

An objective is a purpose you can measure. The SMART test is a simple check: each objective should be Specific, Measurable, Achievable, Relevant and Time-bound. Compare these two statements:

• Weak: "Raise awareness of our new savings product."
• Strong: "Register at least 120 small-business owners for the launch and open 40 new savings accounts within 30 days of the event."

The strong version tells you how many people to invite, what to measure on the day and what to report afterwards. It also guides design: if accounts must be opened, you need staff, forms or a sign-up link at the venue.

Aim for two to four objectives. More than that usually means the event is trying to do too much. For each objective, note how you will measure it: registration numbers, attendance, survey scores, sales, sign-ups, media mentions or follow-up meetings booked.

Define your audience

Your audience is not "everyone". Build a short profile that answers these questions:

• Who are they (job roles, age range, sector, location)?
• How many do you expect, and how many will you invite to reach that number?
• What do they want from the event, and what would make them give up an afternoon to attend?
• What times, days and locations suit them? Are there travel, language, dietary or accessibility needs?
• How do they prefer to be contacted: email, WhatsApp, phone, letter or social media?

Remember there may be several audience groups. A conference may have delegates, speakers, sponsors, exhibitors, media and VIP guests, each with different needs. List each group and what success looks like for them.

Worked example: a supplier forum in Nairobi

Wanjiru is an administrator at a mid-sized distribution company in Nairobi. Her director asks for "a get-together with our suppliers". Wanjiru asks three questions: why now, who should come and what should happen afterwards. She learns that late deliveries are hurting the business and the company is introducing a new online ordering portal.

She writes the purpose: "Help our key suppliers understand and adopt the new ordering portal while strengthening relationships." Her objectives become:

1. At least 45 of the 60 invited suppliers attend in person.
2. At least 35 suppliers register on the portal before leaving the venue.
3. An average satisfaction score of 4 out of 5 or higher in the post-event survey.

Her audience profile notes that suppliers are mostly owners or sales managers, many travel from outside Nairobi, mornings suit them better because of afternoon traffic, and they respond fastest to phone calls and WhatsApp messages. These facts lead her straight to a weekday morning format, a venue with good Wi-Fi and help desks for portal registration, and a phone-based RSVP follow-up.

Write it down in an event brief

Capture your thinking in a one-page event brief: purpose, objectives with measures, audience groups, expected numbers, preferred dates, budget range, decision maker and key constraints. Share it with the client or manager and ask them to approve it. The brief becomes your reference point whenever someone suggests a change later.

Common mistakes to avoid

• Starting with the venue or the theme before agreeing objectives.
• Writing objectives that cannot be measured, such as "make an impact".
• Assuming that everyone invited will come; plan for realistic attendance rates based on past events or careful follow-up.
• Ignoring secondary audiences such as speakers, sponsors or media.
• Not getting written approval of the brief, which leads to arguments later about what was agreed.