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The secret to great events: The creative process

By on July 29, 2013

Now that great events hold no secrets for you, you have decided to create one. You see your calendar, and you identify the next project on the list. You are enthusiastic and driven by vision. You are definitely ready to take action.

To contribute to your success, I offer a guide to help you in your creative process. Although it seems like a traditional approach, the process of creating an event contains subtleties that, once mastered, will save energy and many hours of work while getting better results.

The steps towards creating

Step 1: Create the Master Plan: This is the fundamental first step of a project. It contains a clear vision of the goals, methods, actions and outcomes for your event. It allows you to compile the requirements from all teams to get the leading ideas bringing together all stakeholders into a single vision. The clearer the plan the better your event will be.

Step 2: Create the concept: Once the plan is approved, it is time to create a concept that will allow you to achieve goals. It contains an outline of the staging of the message, theme, media and stakeholders needed to obtain the desired result.

Step 3: Create the mobilization plan: Once the direction and means are approved, it is time to create a plan to mobilize the team for project success. It contains the roles, steps, expectations and responsibilities. This is an essential tool to get everyone involved to play a key role in the success of your event. 



A good plan contains 4 key elements: the goal, the means, actions and expected results.

The goal: This will describe the purpose of the event you want to produce. We usually find the following goals: recognition, motivation, celebration, promotion, developing, educating, information, etc. To have better control over your event, I suggest you go further. Your goal should be more detailed to inspire creative ideas.


Detailed example: To recognize the commitment, behavior and actions of all employees to maintain exceptional quality of service despite the challenges posed by the merger of the organization, the restructuring of its call center, reshaping of work teams and the closure of some service centres

Means: It describes the practical approach to take to achieve the goal. Generally, we use the traditional means of the industry. For example, for recognition we offer a gift, a medal … I suggest you add a little more dimension to your strategic thinking. Ask yourself the following question: what strategy should I put in place to achieve my goal? By linking your strategy, you may greatly expand the scope of your event.

Example of strategy: To recognizethe commitment,attitudeand actions ofemployees,we need to showthe impact oforganizational changes (challenges, constraints, challenges)on the work ofemployees.Also show how, without real commitment, itwould have been easyto lose the quality ofservice.Also show howsome people havetaken bold initiativesto maintain theimage of the companywith success of the project at heart.

Actions:Once a definite, detailed goal is chosen and the strategy is worked out, it is a question of establishing the key actions needed  to start and carry out the strategy.

Examples of actions:

– Identify organizational changes that have had a profound impact on the work of employees and name them
– Identify the teams that have undergone the most changes and introduce them to the public
– Identify initiatives that maintain quality of service and enhance it
Get testimonials from clients who appreciated the efforts of the customer service team
Go get a statement from the president to express his/ her appreciation for their efforts and to encourage everyone

Results: To finish the master plan, clearly identify the outcomes of the various actions to be implemented. This will create the most appropriate event concept for the situation (the next stage).

Example of results:

– The participants understand the extent of the challenges (educational result)

– The participants are touched by the exceptional engagement of the employees (emotional result)

– The participants see the appreciation from management and the customers (emotional result)

– The participants are inspired to carry on in the same direction (inspiration result)


In conclusion: To create an event, you must bring your organizational skills to bear and give clear direction to provide the means to complete objectives and commit to the project’s success. By doing this, you:

#1- Will maximize the effectiveness of your event:With clear direction and means, you will know where to invest your money and time to obtain maximum results. Your events will be perceived as added-value to the organization.

# 2 – will act as a partner for success: As the directions are clear, the means to achieve the goals speak for themselves. It is up to everyone to give their ambitions life, not for you to convince them. You’ll be seen as a supportive and high performance ally.

# 3 – will mobilize people to play their role: You will no longer be pushing participants to be dynamic as each will have a role and a responsibility to fulfill for the event. A weight will be lifted off your shoulders while increasing the scope of your event.

Next  month I will discuss continuing the process: how to create striking , effective and profitable concepts to increase the significance of your events.

Start brainstorming!!


Marc-André Routhier

Coach, consultant



(514) 933-0869

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