STANDARD

Events OPERATING
MANUAL
DRAFT AND APPROVAL

Prepared
APG Events
for

Reviewed Business Head - Event

and
Concurred
by Chief Content Curator

Approved
Chairman
by

DISTRIBUTION LIST
To be decided

DOCUMENT HISTORY

Version Effective Date Amendment Description

1.1

REVIEW DATE
June 1, 2019

Confidential 1
For internal circulation only
 Table of Contents

Statement of Purpose.........................................................................................................4
Scope.................................................................................................................................4
Annexure..........................................................................................................................20

Confidential 2
For internal circulation only
SOP Definition
To be done by Aman and Archana

Purpose of SOP
To be done by Aman and Archana

Scope
To be done by Aman and Archana

Effective Date
This applies effective….

Glossary
Below is an alphabetical list of Abbreviations and Acronyms used in the document.

Abbreviatio
Explication
n/ Acronym
BH Business Head
SIMACES
TAT

References
To be listed out, if any.

Execution and Accountability

 This refers to execution of the SOP, upkeep, audit and corrective measures.
To be done by Aman and Archana

Confidential 3
For internal circulation only
Structure of the Manual
To be done by Gaurav/Tulsi

Risks Management
To be done by Gaurav/Tulsi taking input from Aman and Archana

Lessons Learned
To be done by Gaurav/Tulsi

Ethical Conduct
To be done by Gaurav/Tulsi taking input from Aman and Archana

Key Operational Requirements

To be done by Gaurav/Tulsi taking input from Aman and Archana

Data collection methods

To be done by Aman and Archana

Strategy Development
To be done by Aman and Archana

Value Proposition (this will be different for each event, however, needs to be defined at a
business level)
To be done by Aman and Archana

Technological platforms needed

To be done by Gaurav/Tulsi taking input from Aman and Archana

MIS & Reporting

To be done by Gaurav/Tulsi taking input from Aman and Archana

Statutory Definitions
To be done by Aman and Archana

Organization Structure
To be done by Tulsi

Defining Roles and Responsibilities

To be done by Tulsi

To be reviewed by Aman and Archana

Confidential 4
For internal circulation only
 o Business Head’s role
o Chief Content Curator
o Delegates Acquisition Head
o Project Curator –,
o Delegate Acquisition Junior – will support the DH
o Project Curator junior – will support the PC

 Key stakeholders
To be defined by Aman and Archana (please define each stakeholder, the scope, steps involved
TAT, sources, etc.)

o Internal
 SIMACES integration – SIMACES HoD’s
 Marketing
 Finance
 Legal
o External
 Sponsors – categorization of sponsors, primary sponsors (finance, technology,
marketing linkages) and secondary sponsors (market linkages,
 Speakers
 Advisory Board
 Value added partners/association
 Financial partner
 Paying partner
 Government institution
 Vendors and Suppliers
 Event execution
 Delegate acquisition
 Venue vendors
 External consultants (content curation, sponsorship consultants,
operations)

 Creation of database

Confidential 5
For internal circulation only
 Pre Event

For all the sections – The terminologies need to be defined clearly and in detail, with detailed
scoping, steps involved, various filters applied in deciding upon a particular outcome, how each of
the roles work on the below points, sources, database references, TATs, etc.

To be filled in by Aman and Archana

Structuring, shaping and drafting by Gaurav and Tulsi

Concept
 Concept Ideation
o Identification of Theme (Segment/Industry)
o Need gap identification
o Potential Solution identification
o Potential expected Impact

 Curation of Content
o Research
o Expert Validation
o Identification stakeholders
o Event format
o High Level Agenda
o Event presentation Documentation

 Marketing and Business Development

o Brand elements Identification (Logo/Website, etc)
o Collateral Development (Banner, Brochure, etc)
o Marketing and media Plan
 Print
 Digital
 OOH
 TV
 BLT
 Email Campaigns

 Project Plan
o Resource planning
 Roles and responsibilities

Confidential 6
For internal circulation only
  Reporting matrix

 Market Outreach
o Developing market outreach plan
 Database creation for stakeholders (VAP, Sponsors, Delegates and Speakers) (how to
identify sponsors)
 Exploring database and contacting to stakeholders
 Stakeholder closure
o Onboarding Stakeholders
 Contacts
 NDA
 Tentative Schedule
o Invoicing

 Operations
o Identification of Vendors
 Venue (Reece)
 Event Manager (Technical and Branding)
 F&B
 Delegate Logistics and Online registration
o Finalization of Vendor
 Contract
o Event Branding
o Printing
o Placement Plan (Venue Plotting)
o TLB and Logistics
o Speaker Profiles
o Emcee Script
o Stationary

 Mobilizations
o Confirmation of Stakeholders
o Confirmation of Marketing and Media Plan
o Pre-Ops
 Event day role allocation
 Do and Don’t check list (annexure)

Confidential 7
For internal circulation only
 During Event

To be filled in by Aman and Archana

Structuring, shaping and drafting by Gaurav and Tulsi

 Speaker
o Re-confirmation
o Logistics
o Presentation
o Felicitation
o Media Bytes
o Overall Stage Briefing
o Emcee Briefing
o Seating Arrangement
o Feedback (Online and Offline)

 Sponsor and Partner

o Logistics
 Venue Branding
 Giveaways
o Presentation
o Media Bytes
o Felicitation
o Feedback (Online and Offline)
o Seating arrangement

 Delegates
o Reconfirmation
o Registration process
 Online
 On-spot
 Paid/Unpaid
o Delegate Kit / Lanyards
o Feedback (Online and Offline)

 Venue
o Stage Step Check list
 Stage

Confidential 8
For internal circulation only
  Light
 SLV
 F&B
 Exhibition
 Registration
 Parking
 VIP’s Entry Exits
 Generator
 Holding area
 Signage's
 Inauguration Kit
 Media Backup
 Projectors
 Seating Plan

 Marketing
o Photographers
o Social Media
 Tweets
 FB Live
 LinkedIn
o Media Bytes
o Media Backdrop
o Media Kit
o Press Note

 Events and Documentation

Confidential 9
For internal circulation only
 Post Event

To be filled in by Aman and Archana

Structuring, shaping and drafting by Gaurav and Tulsi

 Invoicing and Receivables

o Sponsors
o Delegates

 Payments
o Vendors
o Speaker Reimbursement

 Post event P&L

 Thank you note

o Sponsor
o VAP
o Delegates

 White Papers and Post Event Reports

 Delegate database update

 Post Event Marketing

o Photo and Video archrivals
o Social Media management
o Press report
o Media Deliverables

 Project Analysis
o Feedback Forms

 Succession Plan

Confidential 10
For internal circulation only
 Responsibility Assignment Matrix

RACI (Responsible, Accountable, Consult and Inform)

We will define for key activities in a tabular format

To be jointly done by Aman, Archana, Gaurav and Tulsi

Confidential 11
For internal circulation only
 FAQ’s (as and if applicable)

Confidential 12
For internal circulation only
 Annexures – Invite Template – do’s and don’ts / checklist /

Confidential 13
For internal circulation only