Our resident Events Management Collective, the Young Corn Exchange, share some tips on how to write an event brief.
Arts Online resource: How to write and Event Brief
What is an event brief?
An event brief is a complete overview of the event you are planning to run. Written before any practical plans are made and long before the date of the event. It includes any details relevant to the event and how you expect it to run such as key dates, limitations etc. It is a document that should be referred to throughout the planning of the event so that you can track your progress and stay focused. That being said things do change rapidly when planning events but any adjustments made should be a development of the original idea set out in your brief.
How do the YCE use event briefs?
The YCE run at least three events for members of the public each year. A brief is sent out to all members of the YCE between 6 and 4 months before the event delivery date and is designed to give everybody a clear idea of what the event will be and how they can get involved. At this stage members can look at the leadership roles available (e.g. event director, front of house manager, technical manager, marketing manager etc.) and decide if they want to apply for one of those roles. Other members can opt in or out of each event and will often use the details in the event brief to decide if the can, or want to, take part.
Tips for writing an Event Brief:
• To begin the brief process, you must give a clear overview of the event. This may include: details of the events structure, the purpose of the event and a clear description of what you want to happen during the course of the event. The aim of the project should be included here. (including targets and/or any ethos)
• The date of the event must be specified, including dates of any interviews, meetings and other times in which you must attend) In this point, the commitments people need to make, in terms of times, should be made clear.
• The venue/location must be specified
• Your target audience should be decided on before planning to put in the brief.
• If there are any partners from outside groups that you are working with, they should be included in your brief, stating what they do, and how they are involved in the event.
• State a clear budget at the start of the event to plan around. This budget should be outlined in the brief.
• Income and expenditure targets should be included. For example, stating ticket prices if applicable, and expected profit from event.
• All management/main roles in the event must be specified, with a brief description for each so people know what they are putting themselves forward for.
• Lastly, any necessary contact details should be put in the brief so that any questions about the brief can be answered.
• An event brief can be used as part of a recruitment process for leadership roles on the event you are planning. Application forms can be attached. In the professional world an event brief often accompanies job adverts for freelance project co-ordinators.
When might an event brief be useful outside the YCE?
If you are planning any event, a charity ball, fundraiser, gig, young enterprise event, sports tournament or even a party in or out of school or college and event brief is a really good place to start. It can help you define your ambitions and decide what areas of responsibility there might be i.e. who needs to do what, and when!
Words by Amy Tucker