To get started planning your event, joining the local Chamber of Commerce is a great way to get the word out about your business and what you have to offer. Some Chambers, depending on your location, will assist you in planning a ribbon cutting or grand opening.
□ Be sure to check community calendars to avoid conflicts with major events (other large community events, last day of school, holiday celebrations, etc).
□ Check with the Chamber office for available times.
□ The suggested best time of day and week is Saturday mornings through mid-day.
□ Plan adequate time for your event. Three to five hours for a job fair or 1.5 to 2 hours for a seminar or sample class is suggested.
□ Allow enough time for attendees to network before and after the actual event.
Plan Your Event
You may use the suggested checklist when planning your event.
□ Offer a drawing for a prize draw to attract attention and generate new contact information for prospective customers.
□ Get local partners involved to offer special prizes for their participation. This puts less of a financial burden on yourself.
□ You may wish to offer special event savings for the attendees. Discounts could include percentage or dollar discounts off programs, or free SIE gear included upon registration. Cash gift cards are great incentives as well.
□ Plan to give a 2-3 minute speech to introduce your business and the reason for the event. You should welcome your guests, introduce your key managers or staff, and invite everyone to tour your facilities.
□ Invite any dignitaries and officials to say a couple of encouraging words about your business (local politicians, mayor, board members, etc.)
□ Decorating for the event is up to you and can remain simple. Let the space and activities speak for themselves. Balloons, streamers, signs, banners, flowers, pictures depicting your history or renovation can be simple and easy setup.
□ Have promotional gifts or goody bags for attendees. For example, goody bags could include coupons, promotional material, and information about programs. You may also have event sponsors from the community who wish to include items in your goody bags.
You can use this checklist to aid in planning your event.
Who to Invite
The invitation list is endless. Typically, your events are focused on advertising and showing your space, discussing topics around School is Easy subjects and tutors, networking, and educating prospective or current parents and students. To gain the most coverage invite anyone and everyone.
□ Entire Chamber of Commerce Membership
□ Local officials (Council Members, Mayors, Local Politicians, etc.)
□ Media (Local news, Radio, etc.)
□ Business owners, partners, and investors
□ Employees (Hire as help)
□ Friends and family members
□ Neighboring businesses
□ Potential resources for Students
□ Your email list
□ Past and potential students
□ Local bloggers or influencers
□ Guest speakers
□ Photographers
Advertising Your Event
Once you have the event set up, vendors willing to participate or guest speakers booked, it’s time to begin advertising. You want to get as many attendees as possible and convert them to leads.
□ Send press releases to area newspapers, business journals, magazines, radio, and TV media. Even if they don’t cover your event, they may follow up later with an article or story.
□ Advertise in local newspapers, radio, and TV
□ Mail invitations to dignitaries
□ Mail invitations to Chamber of Commerce members
□ Mail invitations to established customers
□ Mail invitations to high schools
□ Follow up with telephone confirmations
□ Use outdoor signage and banners in the surrounding areas
□ Ask that your event be promoted by the Chamber of Commerce, local radio, or other news websites through the calendar and weekly emails
□ Create an event on Facebook and Linkedin, invite all your followers or contacts
□ Send out an email blast about your event
Day of Your Event
The day of your event may be chaotic and being well prepared is the best strategy to ensure that the day runs smoothly.
□ Set up everything ahead of schedule in case of unexpected circumstances
□ Review timeline and confirm that every task has been completed
□ Let the key people know they should arrive as early as possible
□ Confirm which participants will be in any organized photos
□ Confirm who will perform key functions during the event (ie. Cutting the ribbon, checking in vendors, greeting potential students and requesting their information, helping guest speakers get set up)
□ Confirm the layout of your event and where certain things may take place (ie. Guest speakers are in classroom A, information about School is Easy is set up by the front entrance)
After The Event
□ Update your email database or CRM with the information cards from the prize draw
□ Follow up with new prospects who attended. (Example: Send an email blast to thank attendees. Offer special discounts, etc.)
□ Inform the winner of the prize draw
□ Send thank-you letters to all who were involved, dignitaries, employees, chamber members, etc. (hand-written letters with pictures attached add a nice touch)