Planning Special Events: Blueprint For Success
by Debora Meskauskas
A special event is a one-time event focused on a specific purpose
such as a groundbreaking, grand opening or other significant occasion
in the life of a library. Special events may also be created for
other targeted purposes such as a jobs fair; awards banquet or
These one time special events are different from "programs"
offered on a continuing basis such as a lecture series, summer
reading club or story hour. The following steps are offered to
help guide your event planning:
- Develop strategies for success
- Make sure the purpose for the special event is important enough
to merit the time and expense needed to properly stage, publicize
and evaluate the event.
- Carefully match the type of event that is selected to the
purpose that it serves. Do you want to reach out to new users
or thank your supporters?
- Ensure that the library staff fully supports the special event.
Select a working committee with broad representation.
- Target groups that have a special stake in the event such
as library users, funders, politicians. business leaders, senior
citizens or parents.
- Start planning at least three months, and in many cases, a
year ahead of time.
- Develop ways to evaluate the event's success. Measurable event
objectives may include attendance, the amount of money raised,
the number of library cards issued or increases in circulation.
- Talk to other librarians who have successfully staged similar
- Make a checklist
A checklist provides a step-by-step guide to organizing and
executing a special event. See sample checklist on next page.
- Create a budget
The objective is to provide event planners with a financial
blueprint. The budget should be specific, and include revenue
opportunities (sponsorship, ticket sales, donations. concession
sales) as well as expenses printing, permits, insurance, speakers,
food. supplies, security).
- Consider logistics
With many activities going on simultaneously, there are many
details to be checked. Major areas to consider and plan for include:
size of space or building used, utility support needed, setup
(tables and chairs. tents, portable toilets, parking, signage)
coordination, cleanup, emergency plans. transportation, and public
services such as police and fire departments.
- Plan publicity
Promoting a special event takes creative thinking balanced
with practicality. The primary objective is to publicize the event,
but secondary objectives should be considered.
- Are you trying to inform, educate or entertain?
- Increase awareness or attendance of the event?
- Build a base support from a specific audience?
- Facilitate good community relations?
Brainstorm all the available media in including marquees, school
newsletters, church announcements, and cable and commercial stations.
Make a detailed list with names of whom to contact and when.
- Evaluate the event
Take time to evaluate right after the event while the details
are fresh. You may want to consider having a questionnaire for
participants to fill out. Some general evaluative criteria include:
- Did the event fulfill its goals and objectives? Why or why
- Identify what worked and what needs fine-tuning. Which vendors
should be used again?
- What items were missing on the checklist?
- Was the event well attended?
- Was informal and formal feedback about the event positive?
- Given all that went into staging, was it worth doing?
Finally, it is important to remember to celebrate your successes
and to thank all those who contributed.
Special thanks to the American Library Association
for permission to reprint.
Excerpted from "Part-Time Public Relations with Full-Time
Results," which covers topics ranging from how to write a
news release to desktop publishing. Published by ALA Editions,
65 pages, $16 or $4.40 for ALA members. To order call 1-800-545-2433,
Debora Meskauskas is the public information officer at the
Arlington Heights ILL, Memorial Library.