How do you define an event's purpose?

1 The purpose framework

A helpful way to structure your event's purpose is to use the SMART acronym, which stands for Specific, Measurable, Achievable, Relevant, and Time-bound. These criteria help you create a clear, concise, and realistic statement of what you want to achieve with your event and how you will measure your success. For example, a SMART purpose for a fundraising gala could be: To raise $50,000 for the local animal shelter by attracting 200 guests and securing 10 corporate sponsors by December 31st.

2 The purpose questions

In order to define your event's purpose, ask yourself some key questions that address the who, what, why, how, and when of your event. These questions can help you understand your vision, mission, value proposition, and differentiation for your event. For instance, you could consider who your target audience is and what their needs, preferences, and expectations are. Additionally, what are the main goals and objectives of your event and how do they align with your organization's mission and vision? Moreover, why are you hosting this event and what value are you providing to your attendees, sponsors, partners, and community? Furthermore, how will you deliver your event's value proposition and what strategies and tactics will you use to attract, engage, and retain your audience? Lastly, when will you host your event and what are the key milestones and deadlines for your event planning and execution?

3 The purpose statement

Once you have answered the purpose questions, you can synthesize your findings into a concise and compelling purpose statement that summarizes the essence of your event. This statement should include information about your target audience, their needs, your event's value proposition and differentiation, goals and objectives, as well as the timeframe and scope. As an example, a purpose statement for a tech conference could be: To provide 500 tech enthusiasts and professionals with an inspiring and informative experience by hosting a two-day conference in June 2021 that offers 30 speakers, 10 workshops, and 20 exhibitors to explore the latest trends and innovations in the industry.

4 The purpose check

After you have crafted your purpose statement, you should check if it meets the SMART criteria and if it answers the purpose questions. You should also test your purpose statement with your stakeholders, such as your team, sponsors, partners, and potential attendees, and get their feedback and input. This will help you validate and refine your purpose statement and ensure that it resonates with your audience and supports your event's success.

5 The purpose communication

Finally, you should communicate your purpose statement to your internal and external stakeholders and use it as a guiding principle for your event production. Your purpose statement should inform your branding, marketing, design, content, logistics, and evaluation of your event. It should also be consistent, clear, and compelling across all your communication channels and touchpoints. By communicating your purpose statement effectively, you can build trust, credibility, and loyalty with your audience and stakeholders and create a memorable and meaningful event experience.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?