November Program: Goals and Objectives

November 2009 Bi-Monthly Educational Meeting

Goals & Objecives:

Define and Design

By: Ashley Holder

While our clients tend to get lost on what’s pretty or what the hottest trend is, we as event professionals always have to keep our mind on the prize. Making sure that we are clear on our clients’ goals and objectives allows us to build an event around the real purpose of the event as well as manage the expectations of the event so our clients will be happy with the final outcome.

Our speakers, Jim Monroe, CMP, CSEP and Sherry DeLaGarza, CMP, CMM, went over how goals and objectives exist for every type of event and should always be the first thing any event professional tries solidify.

Jim Monroe, CMP, CSEP has 37 years in the meeting and event industry, currently in partnership with Jayna Monroe, his wife of 42 years. When not working, Jim shares his experience and knowledge chairing and speaking at certification classes, industry meetings and seminars and teaching classes at colleges and universities. He has designed events for U.S. presidents, corporations and non-profits, and royalty including a Saudi prince.

He is active in the International Special Events Society and Meeting Professionals International and his book, Art of the Event: Complete Guide to Designing and Decorating Special Events (Wiley 2005), won an Esprit Award from the International Special Event Society for Best Industry Contribution 2006.

Sherry DeLaGarza, CMP, CMM has been a meetings and events professional for over 15 years, planning conferences from 5,000 to 50,000 attendees. She is experienced in successfully bringing together the overall strategic concepts of conferences and meetings to include adult education, event strategies, and budgeting challenges involved in the multiple components of a conference. She currently works for KPMG, LLP as Events and Meetings Manager and was chosen Meeting Planner of the Year for 2007 by the MPI D/FW Chapter.

Ms. DeLaGarza and Mr. Monroe explained goals and objectives don’t just exist in business meeting. Weddings have them as well. Goals for weddings could be to bring two families together and integrate them as one while treating them to a night they will never forget by producing a retro 1940s glam reception. While the design is a huge part, the goal should always be first and foremost in your mind.

After the presentation our attendees participated in a fun activity in which we all were able to showcase our abilities to plan different types of events with different goals and objectives. For example one was a wedding in a small east Texas town with the mother of the bride who wants for the wedding to be the biggest and best wedding in town. Another was for a corporate incentive trip to an island; all with budgets and individual goals. With such a diverse group of event professionals, we were able to integrate décor, transportation, entertainment and food and beverage into the plans to make the scenarios complete.