As the Covid pandemic continues, the world has learned to adjust in many different ways in order to live with our new reality. Though many events have come back in person, a number of companies have opted to keep a virtual or hybrid format as they have become vital communications and marketing tools, since they allow for a wider audience and are less expensive than the traditional in-person event to produce. At Emerson Events, we have worked with our clients to pivot into the virtual world of events ranging from full 60-minute broadcasts to interactive webinar series.

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Virtual Event Highlight
What: Heroes of the Coast Guard Virtual Event
Date: August 4, 2021
Duration: 45 minutes
Client: The Coast Guard Foundation

Services Provided: Event conceptualization, script writing, management of the filming and editing process, development of sponsor and promotional strategy. Check out the live streamed event here.

WHAT ARE THE BENEFITS of GOING with a VIRTUAL EVENT?

There are many benefits to putting on a virtual or hybrid event! Virtual events have a much larger audience reach than any event that you could put on in person. Paired with a key marketing strategy and the use of social media platforms, you have the ability to reach millions of viewers that would never have had access to your in-person event. Not only will your audience grow exponentially, but you will not incur all of the additional per person fees that you would at a traditional in-person venue. Due to the ease, availability, cost savings and understanding of the value that online programming allows, it is a winning event option.

HOW CAN YOU MAKE A VIRTUAL EVENT FEEL PERSONAL TO THE CLIENT?

There are many ways to make your virtual event feel unique to your organization. If you are transitioning an in-person event into a virtual event, we would take a look at the elements of your in-person event that makes it special and recognizable to your organization, and translate that into the virtual experience. For example, are there certain musical or visual elements that you always incorporate in person? Is there a certain format/order of event that you follow?

For one virtual event that Emerson produced, some of the signature elements of it’s original in-person event was a Parade of Vessels on the Hudson River in New York City, a Presentation of Colors by the U.S. Coast Guard, and the singing of the famous hymn, “Eternal Father, Strong to Save” by the U.S. Merchant Marine Academy chorus. Since we could not gather in person, we made sure that these elements were represented in the virtual space by creating a visual montage of the vessels with the Bishop of NY virtually blessing them, a clip of the U.S. Coast Guard Color Guard presenting the colors in the client’s chapel with the National Anthem sung in the background by a chorus, and a video compilation of the client’s committee members and donors singing the beloved hymn during the closing credits of the virtual event.

Emerson would make sure to give the virtual event lots of personality and excitement to keep the viewers interested and engaged by choosing dynamic speakers, interesting topics and eye catching visual elements.

CAN YOU STILL FUNDRAISE IN A VIRTUAL SPACE?

You can absolutely raise money when producing a virtual event! There are many sponsorship opportunities that you could make available that would underwrite the event and bring in additional funds for your organization - from sponsors for the overall event to ones for specific segments of the livestream. Sponsors would have optimal branding opportunities throughout the event for their logos to appear in the background or as a chyron at the bottom of the screen.

If you choose to make the event free to watch, there are still fundraising opportunities for guests to participate in, whether you include a “text to donate” segment, an online auction, or utilize donation tools that your livestream provider offers (i.e., the Facebook donate button).

HOW CAN YOU ENSURE THAT A LIVE VIRTUAL EVENT IS SUCCESSFUL?

If you are planning to live stream the event, we would recommend mixing in some segments that are filmed in advance with the live elements in order to minimize any chance for technical hiccups. You can even film the event in its entirety in advance of its airing while still giving it a live feel. The audience will have no idea the event was filmed in advance…and it allows you the option to film a segment over if need be!

Another crucial key to your success is having a production company that you trust and who understands your overall aesthetic and goals. They will help bring your vision to life. It is important to have back up plans even for your contingency plans and test and retest all elements in advance.

WHAT HAPPENS AFTER THE VIRTUAL EVENT?

There are endless possibilities of what you can do with the footage from your virtual event. This can be a crucial marketing and communications tool that can be utilized in social media posts, on your company’s website, shared in newsletters and be a part of a future email campaign.

ANY WORDS OF ADVICE FOR CREATING A SUCCESSFUL VIRTUAL MODEL?

We believe each client is unique and deserves an event, whether in person or virtual, that reflects their personality while meeting their goals and objectives. It is important to look at what signature elements were a part of past in-person events and what new offerings can make that event special—and find a way to translate those elements into the virtual model. Attendees should be able to immediately recognize, and truly “feel,” your brand. We work with our clients to create an energetic and sophisticated online program that opens up exposure to a far greater audience than a traditional in-person event!