Treasa Leigh Brown is the founder and creative director of Leigh Event Group, a boutique event production company based in Toronto. Founded in 2010, the company has produced, managed and directed events for clients around the world. Brown also works as a business coach, and is the founder and producer of the We Rise Experience, a community event that helps women find networking and mentorship opportunities. Here, she discusses six roles that are crucial for propelling your business forward in the always-evolving event industry.
1. Event Planner
The event planner, aka the “head honcho,” is the structure of any event, as their main goal and objective is to make sure that clients, guests and others are all at their highest caliber of standards. Essentially, they are the first step behind the execution of any event, where they determine its feasibility and how the event will run efficiently.
The event planner coordinates all aspects of events. They are responsible for the planning, developing, executing and coordinating prior to an event, from guests to food and beverage to staff, security, decor, venue and entertainment. During the event, they ensure everything is running smoothly. Above all, the event planner is dedicated to confirming budgets are kept in check and that all details are covered—proving a professional, reliable and authentic work ethic for the company’s clients.
2. Planning Assistant
The planning assistant at Leigh Event Group is often referred to as the “right hand” of the event planner. They are responsible for knowing all aspects of the planning process to ensure seamless execution. Their duties and responsibilities also vary widely, as they are largely dependent on which tasks are delegated by the event planner. It’s a significant role at any event planning company. Prior to the day of the event, the planning assistant is the individual who plans, prepares and researches data and statistics; reviews plans for event development; and composes documents.
In order to thrive in the event industry, your planning assistant must be a people-orientated person who can successfully communicate with other members of the event team as well as with event attendees. They must also have the organizational skills to keep track of all the minor parts involved with putting together an event.
3. Social Media Manager
A social media manager is more than just the team member who will post the company images on Instagram. A social media manager will manage, monitor and implement a strategy in order to increase brand awareness and market campaigns for your business to reach the platform of numerous different social media networks.
As a social media manager, their main responsibilities include creating effective content; collaborating with the marketing, sales and product development teams; and understanding how content works on the social web. Overall, a social media manager will increase an organization’s online presence. They will improve marketing and sales efforts, and engage with your potential clientele.
Working alongside the social media manager, and closely with the marketing and advertising departments, a copywriter is responsible for producing the written content that is combined with visual elements in promotional material. Their content is used to engage a specific target audience—so they must obtain a deep understanding of the subject of your content, your audience and your competitors’ activities.
In the event industry, a copywriter will ensure that the written material for sales letters, email campaigns, straplines, magazine or newspaper advertisements, social media posts and scripts are all developed with strong communication skills and detail-oriented skills. With their extensive background in both verbal and written communications, a copywriter will create a positive image for the company to properly communicate its services, create trustful client-to-company relationships and secure brand exposure to the public.
5. Project Manager
The project manager at Leigh Event Group is typically managing six different aspects of projects: scope, schedule, finance, technology, construction and advertising. They’re responsible for planning, organizing and directing the completion of specific projects within a company while ensuring these projects are accomplished on time, on budget and within scope—meaning that oftentimes, they are the ones held accountable for the success or failure of the project.
The event industry requires numerous steps in order to achieve the final result, making it extremely important to dedicate a role to overseeing what needs to be done and what is already done, keeping the entirety of projects organized.
Having an accountant will ensure that all outstanding records remain accurate and that taxes are paid properly and on deadline. The role of an accountant is extremely important and beneficial to have in the event industry, because it ensures that the business is running efficiently. It ensures that someone on the team is controlling income and expenditure, and presenting reports, budgets, business plans and financial statements so that each and every event remains feasible.
Top photo: Tadamichi/iStock
This story was originally published on Connect's sister site, BizBash.com, here.