In the business events (MICE) sector, a well-written corporate brief is essential to ensure the success of your event or business trip. It clearly defines the expectations, objectives, and constraints of the project, allowing all involved service providers and teams to work in the same direction. Here is a practical guide to writing an effective corporate MICE brief.
1. Define the Event Context
Start by setting the context of the event, explaining its origin and the reasons behind it. This helps all parties involved understand why the event is necessary and how it is strategically important for the company.
2. Establish Clear and Measurable Objectives
An effective brief should include specific objectives. Define what you want to achieve through the event, ensuring these objectives are specific, measurable, and time-bound. This helps guide the team’s efforts and evaluate the results.
3. Identify the Target Audience and Event Format
Describe the target audience for the event (participants, clients, partners, etc.), as well as the format of the event (seminar, conference, meeting, team-building activity, etc.). This helps structure the event and choose the appropriate activities.
4. Specify Logistical Constraints
Mention logistical constraints such as budget, deadlines, and specific requirements for transport, accommodation, or equipment. This helps service providers better understand the limitations and offer tailored solutions.
5. Detail Desired Services and Activities
Specify the services expected from the providers, whether it involves accommodation, catering, audiovisual equipment, or entertainment. Clearly outline the expectations for each service to ensure smooth event organization.
6. Set Deadlines and Deliverables
Specify important deadlines and deliverables. This includes program validation dates, document submission deadlines, and other key stages of the project.
7. Identify Responsibilities
Identify the individuals responsible for coordinating the event, both internally (project team) and externally (service providers). This ensures smooth communication and clear task delegation.
8. Evaluate Event Success
Define the criteria for evaluating the success of the event. This may include participant satisfaction, adherence to budget and deadlines, or tangible results such as generating new contacts or business opportunities.
A well-written corporate MICE brief is an essential tool for effectively managing your event. By clearly defining objectives, logistical constraints, and stakeholders’ expectations, you ensure that every aspect of the event is handled efficiently. A precise brief helps avoid misunderstandings and guarantees the success of your project.
