establishing the objectives

  1. Size of the Audience
  2. Demography
  3. Average Experience of Audience
  4. Sponsor recognition level
  5. Sales of Sponsor’s product
  6. Economic impact of the event
  7. Profit

The objectives should be SMART : S (specific), M (Measurable), A (Achievable), R(Realistic), T (time oriented/Bound/Related)
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