{"id":55224,"date":"2024-04-26T00:00:00","date_gmt":"2024-04-26T07:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=55224"},"modified":"2025-03-13T06:57:44","modified_gmt":"2025-03-13T13:57:44","slug":"setting-event-goals","status":"publish","type":"post","link":"\/us\/en\/blog\/setting-event-goals\/","title":{"rendered":"How to set clear event goals &#038; objectives"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Unless you\u2019re a <\/span><a href=\"https:\/\/www.bbc.com\/travel\/article\/20210726-polynesias-master-voyagers-who-navigate-by-nature\"><span style=\"font-weight: 400;\">wayfinder<\/span><\/a><span style=\"font-weight: 400;\"> \u2013\u2013 someone who navigates the seas using nothing but nature and stories \u2013\u2013 you likely travel with a destination and a plan in mind. Otherwise, you end up wandering aimlessly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While there\u2019s some level of uncertainty with just about everything in life, having a plan can set you up for success with many things \u2014 including events. Setting goals for your event and outlining the actions it will take to reach those goals can help you:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Establish what success looks like for your team<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Predict where elements will fall into place and where they might go awry<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand what numbers you need to hit to be profitable or break even<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Easily communicate your event needs within your organization<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">First, let\u2019s establish a common language. Despite being distinctly different, the terms \u201cgoal\u201d and \u201cobjective\u201d are often used interchangeably. Understanding the definitions will help you properly frame your action plan:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A <\/span><b>goal<\/b><span style=\"font-weight: 400;\"> is a broad, long-term outcome. It\u2019s where you want to go.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An<\/span><b> objective<\/b><span style=\"font-weight: 400;\"> is a measurable action to take in service of the long-term goal. It\u2019s a step you take to get where you want to go.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now that we\u2019ve laid a foundation, let\u2019s work on nailing down your event goals and objectives. Whether you\u2019re starting from scratch or need a refresher, this definitive guide provides a step-by-step walkthrough for setting clear event goals and objectives.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Step #1: Ask yourself the hard questions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Want to set solid goals and objectives? Start by getting to know every inch of your event.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When evaluating your event, it\u2019s important to get thorough answers to fundamental questions like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why is your organization hosting this event in the first place?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who is your audience?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why will audience members feel compelled to show up?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What will they expect to learn by the end of your event?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who are the key stakeholders that stand to benefit from your event?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is it about your event that\u2019s important to your stakeholders?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who is on your event team and what are their responsibilities?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How will you measure success?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Your detailed answers will help provide a clear picture of where you want to end up once your experience has wrapped.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To fully understand your event and why it exists, you\u2019ll need to dig deep on internal priorities, but you\u2019ll also want to compare your event to other external experiences.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Step #2: Do internal <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> external research<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If it\u2019s your first time planning an event, don\u2019t skip this critical part of the process. Researching the current landscape around your event topic can help you shape your goals and objectives \u2013\u2013 and ultimately design a gathering that stands out from the others. Take a look at:<\/span><\/p>\n<ul>\n<li><b>Your organization\u2019s internal priorities<\/b><span style=\"font-weight: 400;\">: Consider how you\u2019ll align the event with your organization\u2019s mission, upcoming initiatives, any changes, and new product launches.<\/span><\/li>\n<li><b>The competitive landscape for similar events<\/b><span style=\"font-weight: 400;\">: Browse event calendars for past and future events to gather insights on goals for other experiences, how other event organizers are attracting attendees as well as common pitfalls to avoid. Don\u2019t forget to take note of similar events scheduled for the same time period to determine if competitors might be targeting similar goals and how you can best serve your audience.<\/span><\/li>\n<li><b>The sponsorship environment<\/b><span style=\"font-weight: 400;\">: Attracting and signing a sponsor can make or break your event so it needs to factor into your goals and objectives. Understanding what activations other event planners are creating with their sponsors can also help lay the foundation for your event sponsorship proposal.<\/span><\/li>\n<li><b>Speakers who will support your goals<\/b><span style=\"font-weight: 400;\">: If you have a specific speaker in mind, you can reach out to them directly or indirectly through a contact. Another option is to create a \u201ccall for speakers\u201d where you invite speakers to apply to talk at your event. In either case, you\u2019ll want to research potential speakers (including their past speaking engagements) to figure out how they can support your goals and start thinking about who might be the right fit.<\/span><\/li>\n<li><b>Themes, topics, and ideas<\/b><span style=\"font-weight: 400;\">: How are other event organizers tapping into event themes, topics, and ideas to meet their goals? Not only can engaging themes attract potential attendees, they can also entice people to attend the entire event versus dropping off. Start thinking of useful topics and ideas that align with your attendees\u2019 interests and pain points as well as your organization\u2019s priorities.<\/span><\/li>\n<li><b>Event formats and locations<\/b><span style=\"font-weight: 400;\">: Consider what format makes sense for your event community \u2013\u2013 virtual, hybrid, or in-person \u2013\u2013 and how that will influence the goals and objectives you set.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve done some homework and understand the landscape you\u2019re working with, you\u2019re ready to define your event goals and objectives.<\/span><span style=\"font-weight: 400;\">\u200d<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Step #3: Use a goal-setting framework for guidance<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">At this point, you\u2019ve completed the necessary steps to determine the goals that make sense for your event. But it\u2019s important to recognize not all goals are created equal \u2014 some are \u201csmarter\u201d than others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When setting event goals, use <\/span><a href=\"https:\/\/www.atlassian.com\/blog\/productivity\/how-to-write-smart-goals\"><span style=\"font-weight: 400;\">the S.M.A.R.T. framework<\/span><\/a><span style=\"font-weight: 400;\"> which helps its users create goals that are specific, measurable, achievable, relevant, and time-bound.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why do so many people drop their New Year\u2019s resolutions after a couple of months (or weeks)? It\u2019s usually because they:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Didn\u2019t have a game plan.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Didn\u2019t set milestones.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Weren\u2019t realistic.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Didn\u2019t focus on what fit their lifestyles.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Didn\u2019t give themselves the right amount of time, or they procrastinated.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Being more purposeful and thoughtful about the details surrounding a goal makes it more likely you\u2019ll achieve the desired outcome. The S.M.A.R.T. system can help with that. Here\u2019s an example of how a generic goal and a S.M.A.R.T. goal differ:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Generic goal: <\/b><span style=\"font-weight: 400;\">We hope for more turnout and more email signups than last year.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>S.M.A.R.T. goal: <\/b><span style=\"font-weight: 400;\">We\u2019re aiming for a 75% event turnout, and in turn, a 7% increase in email marketing signups by the end of the quarter.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To create a truly smart goal, avoid generic, sweeping statements that offer little insight into the desired outcomes of your event. Let\u2019s review all the elements of a S.M.A.R.T. goal.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">S: Specific<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A specific goal narrows down the type of success an event organizer seeks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s go back to our travel analogy: Imagine having a goal of visiting Thailand. While that is a goal, it doesn\u2019t go into detail about whether you\u2019ll travel solo or with other people, your specific destination, why you\u2019re going, what you\u2019ll do while you\u2019re there, and how you\u2019ll get there. Lack of structure makes the goal less likely to happen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, let\u2019s explore what this looks like in the world of events:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Non-specific goal:<\/b><span style=\"font-weight: 400;\"> I would like this to be a thought leadership conference.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Specific goal:<\/b><span style=\"font-weight: 400;\"> I\u2019d like to boost our thought leadership by securing five leading experts in our field to speak and be associated with our brand, thus attracting a 20% larger audience than last year.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Where a broad goal leaves room for interpretation on whether or not the goal was met, a specific one allows you to clearly define what was achieved \u2013\u2013 and what wasn\u2019t.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">M: Measurable<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A measurable goal typically relates to how you\u2019ll evaluate the goal in a quantitative way. Some of the measurable outcomes of an event are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Registrations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revenue generated<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of attendees<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Total sponsor leaders<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Event Net Promoter Score (NPS)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average time spent at your event<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Overall return on investment<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Take a look at these two examples and guess which one is more effective:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Unmeasurable goal: <\/b><span style=\"font-weight: 400;\">We need revenue from sponsorship dollars.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Measurable goal: <\/b><span style=\"font-weight: 400;\">We need 7% of revenue to be generated by sponsorship dollars.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A measurable goal matters throughout the event lifecycle as it can be tracked and quantified. From there, setting future goals often gets easier as you can benchmark against previous results.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">A: Achievable<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once a goal can be measured, you\u2019ll be able to define what will indicate the goal has been achieved. While you want to be ambitious, it\u2019s also important not to let your goals get too outlandish \u2013\u2013 to the point where you have no real way to achieve them. Event goals that stray from realistic business goals may not be taken seriously, which results in less buy-in from your team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s why research makes all the difference when setting your goal:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Unachievable goal: <\/b><span style=\"font-weight: 400;\">We want 100% turnout.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Achievable goal: <\/b><span style=\"font-weight: 400;\">The average turnout per virtual event in the past has been 74%, so we\u2019re aiming for 80% turnout this year.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Setting an unachievable goal and thus failing to meet it will leave stakeholders with the impression that your event was a failure and jeopardizes the chances of hosting follow-up events. Taking more of an \u201cunderpromise and overdeliver\u201d-type approach is more likely to turn stakeholders into loyal partners long term.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">R: Relevant<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Would you pack a winter coat for a trip to Thailand? Not if you did your research. Research provides insight into what\u2019s relevant to your audience and internal stakeholders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Can you spot the misstep in this goal?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Irrelevant goal: <\/b><span style=\"font-weight: 400;\">For our product launch, we want to see how many t-shirts were sold.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Relevant goal: <\/b><span style=\"font-weight: 400;\">For our product launch, we want 45% of audience traffic to flow through our new product booth by the end of each day.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In this example, the number of t-shirts sold doesn\u2019t necessarily make a large impact on what stakeholders would want to see in this case, which is exposure to a new product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Goals that aren\u2019t relevant to those they serve tend to be overlooked. And if goals are ignored, what was the point of setting them in the first place? Be sure to understand how your outcomes will make an impact on the teams that matter within your organization.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">T: Time-bound<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your goal is taking shape: It\u2019s specific, measurable, achievable, and relevant. But when is the right time to start and finish measuring success?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Setting a time-bound goal means that the goal is aligned with a specific timeframe so anyone reviewing it or acting upon it knows the deadline.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Not a time-bound goal: <\/b><span style=\"font-weight: 400;\">We would like more social media followers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Time-bound goal:<\/b><span style=\"font-weight: 400;\"> By the end of each conference day, we want a 4% increase in social media followers across all platforms.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Timeframes are critical because they keep your team accountable. Your team will understand the confines of the event goals and how to develop objectives that will help them meet those goals on time.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Step #4: Develop objectives your team can rally around<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you have a S.M.A.R.T. goal, you\u2019ll need to create a roadmap for reaching that goal and provide examples of key measurements to track throughout your event lifecycle. Prepare to collaborate, as this step requires strategizing with your team and key stakeholders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take this hypothetical scenario: Let\u2019s say the S.M.A.R.T. goal is to increase ticket revenue by 10% from last year\u2019s event. From this goal, you might partner with key stakeholders to develop the following objectives that will hopefully lead to the 10% increase in ticket revenue.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Sample revenue objective<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In order to drive more revenue from ticket sales, you\u2019ll need to consider increasing the ticket price and the event\u2019s perceived value. After research and discussion, you might decide to pursue the following objective:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Secure top speakers and talent to attract a higher volume of attendees<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You conclude that a well-known and respected thought leader within the industry will attract attention, which would result in increased ticket sales.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Sample planning and procurement objective<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When it comes to planning and procurement, you might then consider how to entice high-end speakers to present at the conference. But you wonder: How will this be possible with a limited budget?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After research and number crunching, you decide you\u2019ll need some financial assistance. So, your immediate objective is to help reach that 10% increase in ticket sales by:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Attracting more sponsors to help fund the event<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This objective is a win-win-win solution: The team will be able to tap a thought leader to speak and sponsors will have the opportunity to engage with the large event community. The third winner is the audience, who will find value from the speaker and discover new sponsorship offers.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Sample sponsorship objectives<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Now that it\u2019s clear sponsors are needed, the team needs to develop a plan around how to attract and retain the best sponsors. At this point, they create more actionable objectives:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Determine the value of your event<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand your data<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand the sponsorship landscape<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Determine who is best to reach out to<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Determine when is best to reach out<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Thus begins the sponsorship procurement quest as they set out to find sponsors who share values with their organization and will eagerly invest to connect with the event\u2019s target audience.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Sample marketing objectives<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marketing efforts then need to widen the net for ticket sales. The following objectives could help make it happen:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offer a virtual component for the event<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Develop a strategic social media campaign that resonates with the target audience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Market ticket sales to new demographic groups<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improve the perceived value of the event<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Each objective is intended to expand the event promotion audience. For example, adding a <\/span><a href=\"https:\/\/www.ringcentral.com\/rc-events\/features\/event-builder.html\"><span style=\"font-weight: 400;\">virtual event element<\/span><\/a><span style=\"font-weight: 400;\"> will allow for greater accessibility (and, therefore, more reach) and developing a relevant social media campaign will help drive an emotional connection with the audience.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Sample design objective<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Folks need to get a feeling of what the event will be like before they\u2019ve even entered. If the look and feel gets them excited, registration is likely to increase. The objective here might be to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use a branding guide to design an enticing landing page for the virtual, hybrid, or in-person event<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A compelling landing page, created with user experience in mind, simplifies the registration process, which can result in a bounce rate reduction and, in turn, increased revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Note that the objectives all work together to achieve the same goal. Organizing objectives around your event from the very beginning saves time and helps you achieve your initial goal.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Step #5: Track progress<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">After setting event goals and objectives \u2014 and executing a memorable event aligned with those goals \u2014 you\u2019ll want to reflect on and learn from the results. Accessing and using event data will allow you to <\/span><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/definitions\/kpi-key-performance-indicators\/\"><span style=\"font-weight: 400;\">track relevant metrics<\/span><\/a><span style=\"font-weight: 400;\"> that indicate whether you\u2019ve reached your goals. Select regular points throughout your event planning and execution process to track and report on the progress you\u2019ve made toward achieving your event goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want a little inspiration? Here are some real-world examples of events that set and tracked progress against clear goals and objectives:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">NOLAvate Black<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Based on metrics from previous years, NOLAvate Black\u2019s goal was to increase the percentage of attendees from the previous year and increase connections between tech recruiters and job seekers within the Black community. Despite obstacles, NOLAvate Black:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Doubled their annual revenue<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Saw an average conference attendance of 7.5 hours<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Garnered 40,000 unique, post-event impressions on conference content<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/nolavate-black-new-orleans-tech-collective.html\"><span style=\"font-weight: 400;\">Learn more<\/span><\/a><span style=\"font-weight: 400;\"> about how NOLAvate Black achieved their event goals.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">YEA! Impact<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">YEA! Impact, a social impact agency that offers consulting, marketing, and production services to businesses that want to create social change, turned to RingCentral Events to host their annual flagship Hollywood Climate Summit. This conference aims to bring key players in the entertainment industry together to drive action around climate change.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">YEA! Impact\u2019s overall goal was focused on making its conference more accessible by adding a virtual element, while still maintaining the same level of interaction and engagement from previous years.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How did they fare? They achieved:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">80% attendance rate, from over 20 countries<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">500,000 social media engagements<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An average of 8.5 hours spent per attendee<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">9.2 average NPS score<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/yea-impact-social-agency-entertainment-industry-fight-against-cl.html\"><span style=\"font-weight: 400;\">Learn more<\/span><\/a><span style=\"font-weight: 400;\"> about how YEA! Impact achieved their event goals.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">European Forum Alpbach<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For the first time in its 75-year history, European Forum Alpbach hosted its flagship event virtually through RingCentral Events. They needed to maintain the high-level discussions world leaders were accustomed to experiencing at their in-person international socio-political forum.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With that in mind, their overall goals were to build their community and increase the number of attendees from the prior year. In addition, they wanted to increase the percentage of networking connections among attendees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They achieved their goals with more than:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">300 speakers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">100 countries represented<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">2,000 networking connections<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">4,000 online attendees over the course of the three-week forum<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/meet-european-forum-alpbach-virtual-hybrid-event.html\"><span style=\"font-weight: 400;\">Learn more<\/span><\/a><span style=\"font-weight: 400;\"> about how European Forum Alpbach achieved their event goals.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Develop event goals that lead you to success<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Just as a clear itinerary and navigation tools provide the roadmap for safe and successful travels, clear goals and objectives pave the way for a successful event.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve developed your event goals and objectives, communicate them clearly to key stakeholders \u2013\u2013 and keep those stakeholders updated as you track progress along the way. You\u2019ll quickly establish yourself as a valuable member of the team who can run an event that delivers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take it a step further (and make your life easier) with the right event technology. <\/span><a href=\"https:\/\/www.ringcentral.com\/rc-events.html\"><span style=\"font-weight: 400;\">Reach out today<\/span><\/a><span style=\"font-weight: 400;\"> to learn more about how RingCentral Events can help you establish, track, and achieve your event goals.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unless you\u2019re a wayfinder \u2013\u2013 someone who navigates the seas using nothing but nature and stories \u2013\u2013 you likely travel with a destination and a plan in mind. Otherwise, you end up wandering aimlessly. 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