Module #1 - Planning
Please view this video before scrolling down the page.
Your First Seminar Event
As you can see, [wlm_firstname]
...there are a lot details that go into creating a successful event.
And, sure, it sounds like a lot of "action items" to get accomplished. But, seriously, it's really not as hard as it may appear.
With the enclosed "tools" and a plan, you'll zip right through it.
IMPORTANT NOTE!
Before we get too far along with YOUR PLAN... it's really important to note:
You may not have the size, budget or resources to do EVERYTHING that's included in this kit. In that case, you should be very careful to choose and prioritize only those elements that you can realistically achieve. Your use of this package is totally dependent on your SIZE, TIME and BUDGET.
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On the other hand, if you are a large facility with a support staff, you should follow as much of this plan as possible. You might change the timelines, tasks and activities to fit your own environment, but, the elements, themselves, have proven successful for more than 35 years!
The First Venue - Your Place!
There's an old saying: God is in the DETAILS..! That's why you'll find this kit so full of "Planning" checklists and guidelines.
Meanwhile, the first bit of advice is to make things a little easier by holding your first "live event" seminar event at YOUR OWN FACILITY.
It's a fantastic opportunity to invite non-members, media and even your business neighbors to your facility.
Treat it like an OPEN HOUSE, or better yet, a GRAND OPENING!
Planning Tools
So, let's get right to it and start planning.
Here is the first PLANNING TOOL that you can download right now to help with your planning. It is a very comprehensive checklist.
Remember... this may be more than you can accomplish, so pick and choose only the tasks that make sense for your size, time and budget.
I can not stress enough the importance of planning.
Planning Tool #2
Almost all fitness professionals are expert planners.
So, this is a good start. You can download both checklists right now.
To be sure, these are a somewhat generic task lists. You will NOT need to do everything on the list. It depends on what type of facility you operate.
But, it's a fantastic idea starter. It is the exact same list I use when consulting large multi-purpose clubs interested in successful weight management programming and kicking it off with a BANG!
Download the Calendars
You'll note there are two (2) calendars to download.
The first one in GREEN is to help you organize the planning process. You'll mark dates for:
Planning Meetings (Individual & Group)
Brainstorming Sessions (Individual & Group)
Progress Reports (Individual & Group)
The second calendar in RED is to plot out the actual execution of the plan so you can stay on track. You most definitely want to "hit your marks."
IMPORTANT NOTE:
In this next section, you'll view several "Planning Meeting Outlines." These will be very helpful if you're working with staff, friends or volunteers.
However, first things first. Before your very first planning meeting, I strongly recommend you at least put an overall BUDGET NUMBER in your head.
How much do you plan to spend on this event?
Undoubtedly, you'll make revisions along the way... that's normal. But, determining an overall number will help identify what activities to pursue as well as allocation of funds.
About These Planning Meetings...
These meetings and tasks are listed in a sequence: Meeting #1, Meeting #2, Meeting #3... and so on. This does NOT mean that these are days-in-a-row.
Instead, it's more of a PUNCH LIST of meetings and tasks that you can schedule at any time on your green calendar.
You may come up with some I've not outlined. In fact, some of our large club clients hold staff meetings every single day to ensure all the delegated tasks are on track and on schedule for completion before the LAUNCH!
Planning depends on the size of your facility and the size of your event. So, let's get started...
Planning Meeting #1 - Introduce the Event
This is the initial in-house "kick-off" day and perhaps the most important meeting of all.
There are quite a few things to accomplish in this meeting:
Event Introduction:
This is the meeting where you introduce the event to your staff. Yes, it's a selling job! Your staff needs to know the " Who, Why, What, Where and When type information that reporters ask. So, it is your job to explain to your staff or partner:
👉 Why you want to hold this Event
👉 What the Event actually is
👉 How you envision the Event taking place
👉 How it will benefit them and the business
👉 How it will be fun and informative for both the staff and members
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Staff Buy-In:
After explaining the event, you should offer a Q&A session. It's O.K. if you don't have all the answers. That's what this meeting is all about.
What's important, is getting buy-in. Also ask for any comments and feedback. Ask if anyone has event planning experience. Then, toward the end of this meeting, you need to go around the table and ask each staff member, individually, "Can I count on you to help out and give this Event 100%?
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Select a DATE:
Another key part of this meeting is to discuss potential dates for the event. Remember, you need at least 21-days to execute your promotional plan.
So, since you're giving yourself a month to plan and create materials (30 days) a realistic date is a least 51 days away. BUT, choose a tentative date just to put a TARGET on the calendar.
Ask the staff if they know of any conflicts with that date. Then, be ready to discuss alternative dates at the next meeting.
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Choose a Presenter:
Everyone in your meeting is going to be wondering the same thing. "WHO IS GOING TO PRESENT?
If it is YOU, then, no problem. Everyone will breathe a sigh of relief and you can adjourn the meeting. If it's not you, then, you'll need to determine if you have any volunteers.
This DOES NOT need to be decided in this meeting. Give everyone a chance to think about it.
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Cover Charge or Free?:
Determine if you plan to charge for the event, make it free or use it as a charity fund raiser. You may not come up with the decision at this meeting, but the sooner the better.
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Set a Goal:
Now is a good time to set an attendance goal. How many people do you want to attract to your event? And remember, your expectation is to sign-up at least 50% of the audience to your program -- that night!
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Where?
Your goal will probably dictate where in your facility to hold the event. If you are big club, you have options. If you are a smaller studio or a box, you will most likely use the entire facility. Either way, this is the time to plant the flag!
Planning Meeting #2 - Task Assignments
If you are a one-person studio, then, block out two hours of time to identify and prioritize the most important tasks. You obviously can not do it all. So, your job is to pick and choose the most important ones.
If you are the owner or manager of a larger facility, then, your staff has had a few days think and process the information you delivered during the first meeting.
There are bound to be lots of questions, comments and feedback. Use this "energy" to get the meeting started. This is the meeting to lock down dates, determine the presenter and issue "Task Assignments."
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Round Table Discussion:
Take 10-15 minutes to field questions and comments from your staff. If it's something you're going cover later, let them know. If it's something you've not thought about -- write it down.
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Confirm the Presenter:
At this meeting, it's important to lock down WHO will be presenting the seminar. And, just in case something goes wrong, it's a good idea to also identify an alternate presenter.
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Confirm the Date:
This is the meeting to lock down the DATE and TIME of the event. A quick survey among staff members for potential conflicts is always a good idea.
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Assignments:
A large part of the second meeting should be dedicated to delegating tasks. The good news is that this done-4-you package has already saved you hundreds of hours. However, you still need to download, edit and review everything... to ensure accuracy of time, dates, telephone numbers, contacts, etc. Tasks to be assigned include:
Powerpoint Request, Download and Edits
Promo Video Download and Upload to ALL Social Media
Website Homepage Promotional Banner
Website Homepage Sales Page / Sign-up
Email Copy Downloads and Edits (Automated?)
Direct Mail Template Downloads, Edits, Mail List
Media Release Template Downloads, Edits, Media ID
Social Media Posts/Image Downloads (Scheduled / Automated?)
Seating Plan and Securing Chairs
Contact Charity - (for Donation/Admittance Model Only)
Contact Vendor Partners to Participate
Contact Local Retail Merchants to Participate
Payment Processing (PayPal, Cash, Checks, Credit Cards, etc)
Technology - Cameras, Video, PA System, Microphones, etc.
Planning Meeting #3 - Progress Check
You are 10 days into the planning process.
Time to check in with progress, challenges, obstacles and successes.
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Round Table Progress Check:
Unless you have the absolute best staff sent to you from heaven, this will likely be a difficult session. But, one that is absolutely necessary.
Although the tasks were just recently assigned, there should be progress. And, some of the progress is in identifying obstacles and challenges.
As a group, these challenges should be talked through and addressed. New timelines and benchmarks may need to be established.
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Q&A Session:
The first part of your meeting identified challenges. It can dovetail into a Q&A session which should be used to clear the air of any questions, frustrations or "fuzziness." T
he Q&A session can be used to add clarity to the tactics, tasks and the overall event.
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Budget Check:
Time to check-in with your budget. Your budget may need revisions or reallocation.
Meeting #4 - "Complete" & "To Be Completed..."
This meeting is almost a duplicate of Meeting #3.
However, you are almost 3 weeks into the project so "things" should be happening.
This is the meeting where you will discover which tasks are "slipping through the cracks."
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Completion Check-Off List:
It's time to start two lists. One for Completed Tasks and another for To-be-Completed Tasks.
For example, by now the slide presentation, emails, direct mail and press releases should all be edited or tweaked and "in the can" -- ready to go. So, they all should be on the "Completed List."
Go through every single task on your list. If things are not getting done you should ask (or demand) an "estimated time for completion" from whomever the task was delegated. Re-assign tasks if you don't have confidence.
New timelines and benchmarks may need to be established.
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Presenter Check-In:
Depending on his or her level of experience in presenting and/or public speaking, your presenter (and alternate) should at least have some idea of how they are going to present the information.
By now, it should already be determined whether they are going to be stationary or mobile.
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Tech Check:
Another item that should be checked off early is the technology. Or, at least the technology plan. That includes a laptop or notepad as well as a computer projector for the slide deck, a P.A. system if required, video Recorder, cameras (even smart phones will work), etc.
Part of this "tech-check" is to also determine who is going to be recording video, taking pictures and where they will be stationed.
The videos and images of the event will be an incredible asset for all future presentations, mobile presentations, your website, blog, media releases, corporate sales pitches, etc.
So, have this worked out in advance. It will be a huge advantage!
Meeting #5 - "Last Call"
It's getting close...!
Whether you are a one-person operation or a large facility, it's time to take the "30,000 foot overview " at how all the tasks and components of your event are coming together.
Other than minor details, most everything should be on the "COMPLETED TASKS" list.
You are just a little over a week away from your PROMOTION LAUNCH. If everybody contributed and you feel like you're 80% there -- Congratulations!
That's a good sign!
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Last Call Promo Check-Off:
There's still time for many elements of the event. However, time is nearing for the PROMOTIONAL LAUNCH. So, the initial elements should be in place and ready to go, including:
✅ Website Homepage Promotional Banner
✅ Website Homepage Sales Page / Sign-up
✅ Email Copy Downloads and Edits (Automated?)
✅ Direct Mail Template Downloads, Edits, Mail List
✅ Media Release Template Downloads, Edits, Media ID
✅ Social Media Posts/Image Downloads (Scheduled / Automated?)
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Timeline:
This is the meeting to lock down your promotional timeline. With all tasks and elements 80% completed -- and commitments for all loose ends, your timeline should be scrutinized by everybody.
Meeting #6 - "Seminar Rehearsal"
The promotional launch is just around the corner and this is the last meeting before your promotional launch.
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Mock Set-Up:
Regardless of whether you are a one-person operation or large facility, this is the time to put on the first of at least two dress rehearsals. If you have a conference room, then, set it up as if you were going to present. If you are a one room box, then, go over the game plan with:
✅ Where you plan to move equipment.
✅ How you plan to set up seating (semi-circle, theater style, etc)
✅ Who is responsible for each task
✅ Who is setting up sign-in tables
✅ Who is handling money and enrollments
If a charity event, identify the location of the donation box or table
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Tech Check:
Nothing is worse than "technical failure." You will lose your audience and look very unprofessional -- even if it's NOT your fault.
So, check and double check everything that can possibly go wrong. And, then, have a back-up plan. Theater companies do it. Rock bands do it. All performers do it. It's a contingency plan.
Things to check include:
✅ Computer projection and computer hook-up configuration (have a back-up computer loaded with a duplicate.
✅ Audio set-up, speakers, wireless, etc. (fuses, connectors, etc. ) What if it goes down..? (I've actually seen a presentation completed with a bull horn!).
✅ Slidedeck presentation with edits and revisions. Have a duplicate version ready to go.
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Presenter Check-in:
Now that you've completed the mock set-up and conducted a "tech-check" it's time for an actual "dry-run" of the presentation.
By now, your presenter (and alternate) has had plenty of time to rehearse. Nonetheless, he or she will most likely be feeling some anxiety on this first round. After all, it's almost easier to speak in front of strangers than to family and friends.
So, in a way, this presentation is like swinging the "heavy bat." If your presenter can make it through this crowd, then the actual presentation will be a "piece of cake." A few things will make this go-round easier...
✅ Turn off all mobile devices and ask for full attention - no side conversations, etc.
✅ Introduction: The assigned Emcee should introduce the speaker. This requires practice, also.
✅ Don't interrupt the presenter at any time. It will disrupt the flow and cause anxiety. Take notes and address things after the presentation all at once.
✅ Be supportive with your eyes and body language.
✅ Critique the presentation immediately while everything is fresh in the presenter's mind.
✅ Next Presentation: Depending on the quality of the presentation, you should plan on subsequent practice sessions with at least two or three people in attendance for each practice presentation.
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Timeline:
Before this meeting is adjourned the launch and subsequent timeline should be scrutinized one more time and then locked down. Be sure to make copies of the timeline (or post online) so that every one understands the chain of events during the promotional period.