"If you fail to plan, you plan to fail." ~ anon.
"Usually something goes wrong, but if you're properly prepared and avoid panicking, almost any problem can be solved." ~ anon.
While program and event are often used interchangably, an "event"
is a special one-time program, usually one that will receive special
and considerable attention. A "program"
is a
series of events, such as a book discussion club or a series of travel
films, which are well planned and organized, but are not truly unique.
The ground-breaking or opening of a new branch library would be a good
example of an event. A book and author session could be a stand-alone
event or a series of programs featuring different local authors.
The purpose of an event or a program is to engage people and build a positive relationship. They should be engaged and satisfied when they leave the event. Outcomes should be specifically related to that engagement. More specifically, events:
In an ideal world, the library would identify a staff member
as an
event planner/coordinator. This is important since programs and events
are most successful when authority and responsibility are clearly
assigned. While committees are often responsible for event planning,
they are not usually as effective. Having the same individual
responsible for events/programs over time results in greater
success since quality, efficiency, and effectiveness improves with experience and knowledge.
The increasing popularity of the notion of the library as the
third place,
a special destination besides home and work,
should
encourage libraries to provide programs and events that increase the
number of visits and make the library more visible and attractive.
Thus, the library becomes both an educational and a cultural center.
Throughout, there
should be strong linkages between programs/events and collections and
services. When adults enter the library to attend a program, there is
an opportunity to promote the many attractive and
useful services that the library provides.
The library administration must decide if events/programs are
a high
priority, somewhat of a priority, or simply an extra for those times
when there is "extra" time, money, and effort.
To what degree should public library adult services be substantially involved in programs and events?
Events and programs require space. Ideally, the library would have
space for small, medium-sized, and larger meetings. If not, then
inexpensive or free space must be found elsewhere. Alternate locations
diminish the library impact of an event or program.
Since some adults will be older and others may be physically
challenged, physical access must always be considered. The library's
website
should meet accessibility standards. Written content should use
reasonably large, clear fonts and be easily understood. Audio messages may
be an easier way to reach some audiences. Evaluate parking and drop-off
points as well as whether alternative entrances are needed. Seating,
aisles, visibility and the like for meetings should receive
attention. If in doubt, seek help from a community organization that
works with those who are physically challenged.
What accessibility problems might be found in a
typical library
program or event?
The amount of time required varies with the nature of the event and the experience of those involved. A truly special event may require a year's lead time while a fairly straight-forward program may require only a month or two. Successful programs usually require more time than expected.
The date for the event must be related to goals, theme,
audience,
and likely conflicts with other events in the community.
It is helpful to speak to peer librarians who have had some
success
with events and programs about tips and suggestions as well as topics
and themes that have worked well and those that did not.
In most libraries, this will be a committee activity so committee members and a chair must be appointed. Since the event will only be as good as those who plan it, one key to success is to select the right individuals. The committee must develop a well-detailed plan or event itinerary with dates established for each step or task.
Events and programs are built around good ideas so generating ideas for topics, themes, what to present, and how to present is an essential. Brainstorming by library staff, friends of the library, or library users is an essential first step. Program ideas can come from:
Typical program goal questions include:
Although there are opportunities for low cost programs, all programs have costs [don't forget about the cost and effort]. An excellent idea may not be feasible if funding cannot be secured. Funding sources may be internal or external. While some cost specifics may come later, it is important to be able to identify major costs at the beginning to determine if the idea can be implemented with available resources.
Name costs associated with a book and author event.
Which organizations, agencies, and individuals in the community might be interested in sponsoring or contributing resources needed for the event to be successful? The purpose is two-fold: to identify sources to reach your audience and also to seek resources that will allow for a better event. Two invitation lists are much better than one.
Can you provide an example of a partner for a book and author event or program?Most event planners use a check list that includes the
major tasks or activities involved in planning an event or program. Such a
checklist might include the following:
A tentative budget needs to be secured before detailed
planning is
possible. The budget should include administrative costs, salaries, and
any costs otherwise not incurred. Available funding limits what can be
done and how it can be done. For example, how much of an honorarium can
you pay for a speaker? A tentative plan may be used to secure funding
or additional funding. Still, commitment to an event depends upon
adequate, firm funding.
What would costs would be associated with an event
or program
budget?
There may be revenue opportunities via sponsorship, donations,
ticket sales, souvenirs or what ever. These need to be investigated and
realistic estimates generated.
Can you provide an example of a revenue opportunity
for a
particular event?
The best events are the result of strong staff interest and
enthusiastic participation. Your commitment, enthusiasm, and energy
should be shared to motivate library staff. Staff should have an
opportunity to make suggestions and participate in decisions. Ideally,
staff should feel that this is "their" event and not just another task
imposed upon them.
How might you insure or strengthen staff commitment and enthusiasm?
In working with library staff, divide larger duties into smaller, easier to manage tasks.
Prepare a reasonably detailed outline for the event with some
attention to realistic time estimates for each part. Scheduling each
part in a logical order considering the attention span of the audience
is essential.
Consider registration for your event or program so that you
will
know how much space to provide or limit audience to an appropriate size. An
online registration form should be on the library website as well as
easily completed paper forms in public service areas.
A publicity plan must be developed with a focus on a
compelling
message to be shared with particular media outlets. Photo and interview
opportunities should be considered as well as a hook for the message.
What message do we wish to communicate? Why?
What benefits does the event or program provide? Which sources are most
likely to be visible to the targeted audience? Word of mouth works
very well, but how will you generate that?
Identify media contacts and prepare or review contact lists,
especially those likely to be seen or heard by your target audience.
There are many opportunities: discussion lists, websites, blogs,
emails, posters, flyers, banners, public service announcements and the
like.
Prepare press releases including the who, what, when, where,
and why
answers "plus the how of your program." Include your library brand logo
or mark.
Begin with the Friends of the Library and ask each member to
contact
a friend or colleague to encourage them to attend. Library staff should
generate word of mouth with their friends and
neighbors.
Consider others who should receive personal invitations.
Promotion should be visible, attractive, and informative within the library, especially near the area where people enter and leave the library.
How would you promote a book and author event?
If print content, such as a program or a
best
list, is to be distributed, responsibility for design, content, and the actual printing needs
to be assigned with appropriate dates.
Firm details are essential here. Several factors need to be
considered:
Finalize event itinerary with exact starting and ending times including logistical details. Know exactly how long set up and take down will take.
The last few days before the event are critical since this is when snags or problems may appear. Be prepared for something unexpected with space, speakers, technology or whatever.
Someone collected announcements and news clips on the event and these are
evaluated to see how promotion, publicity, and advertising might be
improved. Reviews or news stories might also be part of the event's evaluation.
Evaluation and de-briefing are completed with emphasis on:
Lessons learned are
captured. What worked very well? Where were the snags or problems?
What did the audience say on the evaluation forms? If there was a
presenter, what was her evaluation? Compare the program budget with the
actual expenses.
Those who participated, including library staff, receive thank
yous.
