CALEB NICKERSON
CLARENDON Jan. 6, 2020
On Thursday evening, around a dozen community volunteers and business owners took part in a free event planning and . . .
marketing workshop at the Little Red Wagon Winery in Clarendon.
Put on by the 100 Mile Arts Network, the event was hosted by Brenda Rooney, a long-time publicist and filmmaker who lives in Wakefield. With experience pulling off a host of diverse community events, such as Wakefield Doc Fest (which she co-founded) and various musical and theatrical performances, Rooney gave a thorough breakdown of what it takes to be successful.
Before getting into the planning itself, Rooney said that it is important for organizers to figure out the key messages that they will use to promote their event. Though the message should appeal to the target audience, it should also be accessible to a wider range of people and be backed up with evidence. The key messages should clearly convey the who, what and why of the event.
Organizers should also have a clear idea of who their target audience is, Rooney explained, noting that they should be tailoring their communications strategy to the type of media that this audience consumes. When planning an event, it’s also a good idea to lay out all the logistical tasks and to be explicit about who is responsible for each one.
Rooney said that distributing an event plan with all this information laid out in detail is a great way to keep all the organizers on the same page and hold them accountable for their responsibilities.
After a short break for snacks and a little vino, Rooney went over the publicity aspect of event planning. She had tips for everything from creating and distributing signage to dealing with traditional and social media. She also encouraged participants to think outside the box when it came to community partnerships and sponsorships, noting that many businesses can offer payment in kind or with discounted services, rather than a monetary donation.
The next event that the 100 Mile Arts Network will be hosting in the area will be on the topic of actually producing an event and touring with a show. It will be held at 10 a.m. on Feb. 23 at the Pine Lodge in Bristol. More information is available at 100milearts.net.
