Organising a corporate event can seem a titanic task, but with the right preparation it becomes much more manageable. One of the key tools in event organisation is the brief. This document acts as a guide throughout the process, detailing essential aspects such as project objectives, the forecast budget and technical constraints. Our Paris agency always starts from this document to cost a project, never from a verbal brief.
What is a brief?
A brief is a document that precisely describes the needs and expectations linked to a project. In the context of a corporate event, it details all of its specifics: from the description of the event to the smallest logistical details. This document serves as a reference for everyone involved, making sure each person is working towards a common goal.
Writing it requires a clear understanding of the project objectives. What do we want to achieve? What kind of experience do we want to offer participants? Answering these questions helps us structure our events effectively. The same questions arise on the Côte d’Azur, where our event agency in Nice handles requests in the same way.
The importance of project objectives
Setting the project objectives is essential from the very start of drafting the brief. These objectives should be SMART (Specific, Measurable, Achievable, Realistic and Time-bound) so as to guide every aspect of event organisation. For example, raising brand awareness or bringing teams closer together could be among your objectives.
Once the objectives are defined, they will steer all later decisions. They influence not only the content of the event, but also its reach and its target audience. This step is the foundation on which all future planning and logistics rest. To find more advice and lessons learned on organising events, you can visit our blog. In Alsace, our Strasbourg agency adds the constraints specific to the listed venues in the city centre.
Forecast budget and technical constraints
The forecast budget is another crucial component of the brief. By knowing your budget limits, you allocate resources better. This includes direct costs such as venue hire, transport and food, as well as unforeseen costs that may arise.
In parallel, technical constraints such as audiovisual requirements or safety standards are also built into the document. These ensure that the event runs without major technical hitches, providing a smooth experience for participants.
Forecast budget template
| Item | Planned cost |
|---|---|
| Venue hire | €5,000 |
| Catering | €7,500 |
| Transport | €2,000 |
| Audiovisual equipment | €3,000 |
Steps for writing a brief
To write an effective brief, it is worth following a few rigorous steps. Start with a general description of the event. Who are you as a company, and what message do you want to convey? From there, work out the specific details.
- Event description: Briefly present the purpose and theme of your event.
- Objectives to achieve: Define precisely what you want to get out of this event.
- Target audience: Identify clearly who should take part and why.
- Planning and logistics: Set out the key elements such as dates, potential venues and the logistics required.
- Project monitoring: Put indicators in place to measure the success of each phase of the project.
These points will help give clear direction to external suppliers, increasing the likelihood of a final result that matches your expectations.
Detailed planning and logistics
Planning and logistics are a fundamental part of the brief. They describe the “how” of day-to-day operations during the event, as well as the means of achieving it effectively. Thinking through details such as the number of chairs needed or the deployment of welcome hosts contributes greatly to smooth execution.
Also think about backup solutions. For example, what should you do if the weather decides to turn up uninvited? Anticipating these scenarios through careful planning limits the risk of surprises on show day.
Schedule template and example
Having access to a reliable schedule template and example means nothing gets overlooked. Here are a few items typically included:
- Date and time of each major activity
- List of dedicated staff
- Build and de-rig details
- Logistics for equipment and transport
Project monitoring to guarantee success
Project monitoring means making sure the actual course of the organisation respects the brief as established. This involves regular meetings, checkpoints with your team and, if needed, major corrective action.
By putting specific KPIs (key performance indicators) in place, you objectively measure progress towards your initial objectives. The data collected allows constant adjustment of methods, optimising how things run and drawing the necessary lessons for your future similar initiatives.
Questions to address during monitoring
During your periodic project reviews, consider these aspects:
- What are the major deviations from what was planned?
- How can these deviations be corrected quickly?
- Are all stakeholders satisfied with how things are progressing?
- Are budget or logistical adjustments required?
Asking these precise questions helps you keep full control of your event, making sure it meets or exceeds the expectations set out in the brief.
Finalising the brief: review and approval
Once every section is complete, make sure a careful proofread takes place. Ask the various departments in your organisation to validate their respective sections: marketing for the promotional messages, finance for the budget, and so on.
This collaborative process aims to avoid any critical omission before the final handover to external suppliers or partners. A version approved by everyone strengthens your working base.