For anyone out there who thinks event planning is as simple as inviting guests and popping some champagne - think again! While I have organised quite a few personal and work related events over the years, not to mention studying this exact subject at Curtin (Event Management 304 anyone?), being involved in event management from a PR perspective is quite a different thing.
Executing several work Christmas functions as well as the military-like coordination of what could be considered the biggest event of all - my own wedding - gave me good foundations in putting together an event. However what I hadn't previously experienced in a real world setting, outside of university assignments and case studies, was ensuring an event was planned from the beginning with the purpose of achieving the organisations PR goals. For example delivering Rent the Runway's message strategy of designer dresses for all shapes, sizes, budgets and occasions to its target audience. Or generating positive media coverage through the targeted media outlets. While in theory I knew what needed to be done - development of event and promotional materials that highlighted the message and research of relevant and appropriate media outlets plus the development of informative, eye catching media kits - it was somewhat daunting to be doing this in a real world setting, for a business that needed actual results not just myself who needed good marks on an assignment.
I knew that the best way to tackle this and ensure the best possible result was to research, research, research! See lecturers - we do listen.
So I started out by focusing on the media side of things. The launch for Rent the Runway is not intended to be a large event (start up = limited resources) but Lisa wanted it to be impactful. I think that this is exactly where a targeted media strategy can play an important role. By sourcing and inviting selective media outlets to a launch you can hope to generate coverage that cuts through and has maximum impact for the business, product or service. In this case I thought that targeting some local Perth based fashion blogs, that perhaps had previously blogged or shown interest in the dress hire trend or some of the specific labels that Lisa stocks would be a great way to directly reach her target audience. A couple I have found so far include Katerina Deric, London on a Winters Day and Where the Styled Things Are. It is my task to deliver a short overview of potential media targets for Lisa to review.
I think also inviting some media contacts who are local to the businesses area - for example the Community News for Rent the Runway's location - also increases the chances of generating coverage in areas that related strongly to the brands message and potential customers.
I am hoping that this type of targeted approach will get Lisa and the business the best result possible. It doesn't cost anything to invite someone to a launch and if we can make it interesting and relevant to those we do invite there is a good chance they will cover the business in a meaningful way.
While the actual launch event is taking place after my internship is completed I am hoping that this initial ground work I am doing is useful to Lisa. Also I am secretly - well not so secretly - hoping that she will ask me to continue to help her with the event even after my placement is complete. Fingers crossed!
Jessica
3 comments:
Hi Jessica
Firstly just wanted to say I really enjoyed reading your post on events. I had a quick google of Rent the Runway, and it looks like you've snagged an interesting placement!
I'm also involved in a fashion industry placement, and had some involvement in their events. I found it interesting to see what needs to come together for an event to run. I've learnt all sorts of things, from how much your standard AV setup costs to how much alcohol to order for a 50 person event. Little things, but it's one less thing to learn for next time.
It's interesting how your role was focused more on engaging media and seeking out guests. I hope you were successful! Having seen the social media flow out from events, I understand how important it is to have the right people there (and sharing lots of photos!).
Hope you enjoy the rest of your internship!
Hey Jessica,
I found your post interesting because I feel I can relate to what you're talking about.
I am doing my internship at the CinefestOZ Film Festival and we gave out heaps of VIP passes and tickets to the local South West and Perth based media groups. It is money they could be receiving by actually selling the tickets, but it is absolutely worth it. I was initially surprised at how successful this tactic was! I was expecting some media coverage as a result but no where near us much as we received.
Hope the media scoping was as successful for you as it was for us.
Good luck for the rest of your internship.
Hi Jessica,
I can definitely relate to your post!
Firstly, let me just say GOOD LUCK, I hope you are asked to stay on - it sounds as though you are doing a great job. My fingers are crossed for you!
Although I'm not in a fashion industry placement, I am working on events in the creative space and have also previously worked in fashion events for an Australian designer.
Events management I feel I know, from previous experience in this industry. However, I had no clue about how to go about the PR for these events. I think my biggest learning curve in this placement, has been who and how to target in the media, for different events. I guess that's why I enjoyed reading your blog so much. I find it interesting learning about the different approaches to gaining media attention and traction.
It sounds as though you have really enjoyed your placement! All the best for the rest of the semester.
Thanks,
Sonja
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