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Mice Concepts

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MICE CONCEPTS

Subtitle
ILO:
At the end of this module, the students will be able to:
- Define and explain the meaning of MICE concept?
- Determine the different steps in formulating events
What is an MICE Concept?
• Is concept that connects with your audience leads to more engaged
attendees, who will, in turn, be more eager to broadcast their
excitement. Understanding the needs of clients will help MICE team to
create more interactive and memorable activities that is worth the value of
clients investment.
MICE Planning Guide
1. Define goals and objectives
What is the ultimate goal for this event? 
What are the objectives?
• In planning any event, you should identify a set of objectives that
will support your ultimate goal. Here are a few examples of event
objectives:
• Increase registration 10% from the last event
• Increase revenue by 25% from the last event
• Receive 100 preorders for upcoming product
• Increase social media mentions/follows/reposts during the event
MICE Planning Guide
• With your goals and objectives in place, you can create a
preliminary scope of the event. Your scope should offer key
details and point to how you will achieve your outlined goals.
While not set in stone, you should lay out preliminary event
details including: 
• Dates. Your time frame for the event, i.e. in 9 months.
• Attendees. Will this be a 100 person event, a 1,000 person, or
10,000 person event? You should begin to think about size. Are
your attendees coming from around the country or is this a local
event? You’ll also want to keep your attendees’ demographics in
mind as you plan. 
MICE Planning Guide

• Location. Is your event local? Or, will it be hosted in a


destination? Start to create a shortlist of cities and venues that
make sense for your event.
• Type of event. Are you driving awareness of a new product? A
one-day event with keynote may make sense. Bringing together
thousands of customers? A two-day user conference may be
right for you. Hosting an internal or association meeting? A day
of small sessions could be a fit. 
MICE Planning Guide
2. Establish an event budget
Creating a budget is an essential early step in event planning that
helps to clarify other aspects of your plan. Additionally,
establishing a budget helps to avoid unwanted surprises (like
running out of money for decor, etc.). You will be more
successful if you map out your entire budget in advance, continue
to update as you finalize variables, and stay very close to the
process. 
According to Eventbrite, “Budget is broken down by marketing and promotion (43%),
speakers and talent (32%), printed materials (29%), venues (18%).”
MICE Planning Guide
3. Build your events team
If you are building a team from the ground up, it’s important to
designate roles early on to ensure accountability. All members of
the team should report into a project manager who has visibility
across all of the moving pieces.
• According to Eventbrite, only 12% of events have teams of 10 or more
people and the most common number is 2-5 employees (45% of events),
so often individuals wear multiple hats.
MICE Planning Guide
4. Keeping your team organized
• With a team in place, you’re ready to create an event project plan. A project
plan is more than just a to-do list. It’s a detailed breakdown of every single
action item that identifies owners, dependencies, due dates, and completion
status. You should be able to justify every action item by mapping it to your
top-level event goals. 
5. Pick your venue and date
Choosing your venue and date for your event are two major considerations that
will shape the rest of your project plan. Start researching venues as early as
possible. The event marketplace is crowded, so finding a time when there will
be venue availability is important. When deciding on a venue, you’ll also have
to consider dates for your location based on seasonal factors like travel and
costs. 
MICE Planning Guide
6. Develop event branding
When people think of your event, you want a strong personality to shine.
Additionally, a strong event brand provides a vision and helps to steer the
direction of your event.
Event branding, it typically includes:
• Event name. The first crucial step, your event’s name is the first thing
attendees will see, so you want it to reflect your vision for the event.
• Theme. A name alone can’t tell the whole story. Often events will create a
theme to tie the event together. 
• Logo, colors, typography. There should be consistency across all marketing
touchpoints.
MICE Planning Guide
• On-site decor, email, signage, and more. While every touchpoint
doesn’t need to be hyper-branded. Individual elements should come
together to support the story you are telling. 
7. Plan your program
Set your agenda as early as possible! Is there a keynote speaker? Will
there be an extra day or evening planned just for your sponsors? Will
there be a single “track” of workshops and talks, or will attendees have
the choice to choose between multiple sessions at a given time? As you
answer these preliminary questions, you can begin to build a high-level
view of your event program.
MICE Planning Guide
• 8. Other Considerations
• In addition to the core event program, there are a number of
other program aspects to think about. If your event is a full day
or multiple day event, you should also think about planning:
• Food and Beverage. Will you be providing lunch or snacks? 
• Ancillary events like happy hours, networking opportunities, or
wellness activities?
• Entertainment. Will the event conclude in a celebration or
party?
MICE Planning Guide
7. Confirm sponsors, exhibitors, and speakers
Build a list of sponsors you want to participate in your event. Before reaching
out to them, conduct research to understand how they would benefit from
participating in your event. Do they have mutual customers? Complimentary
services? You should also ensure every potential sponsor brings value to your
attendees. Take the time to create tailored proposals that highlight those
unique benefits and be sure to emphasize them when reaching out.
8. Identify and select your tech tools
Registration and Ticketing
Productivity Technology 
Mobile App
MICE Planning Guide
9. Create a marketing and promotional plan 
10. Determine your measurement 
* How will you measure the success of your event? You should begin to
think of the ways you’ll evaluate your event far before it takes place. A good
place to start is with the goals and objectives you identified in step one.
https://guidebook.com/resources/event-planning-guide/

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