A kick-off event usually has to achieve several things at once: convey strategy, create motivation, and bring teams together. That is exactly what makes the planning demanding: content that has to convince meets a format that also has to work as an experience. This guide walks through the key steps, from goal-setting to execution on the event day.
Before discussing venue or programme, it should be clear which strategic content needs to be conveyed. Only from that can the right framework and dramaturgy be derived.
Formality, venue and the structure of the day should fit the message. A kick-off for a new strategy needs a different framework than a kick-off primarily meant to strengthen team cohesion.
The presentation and the surrounding programme should not be planned as separate blocks, but should follow the same dramaturgy. That way, the message stays present even after the content segment.
INCENTRY perspective: A kick-off has the strongest effect when participants do not distinguish between a "business part" and a "supporting programme", but experience the whole thing as one connected experience.
Many kick-offs take place at the start of the year, to convey goals for the new business year. Important venues for this period are booked up correspondingly early, so early planning pays off.
Stage, sound and presentation technology should be executed professionally. Especially at content-critical moments, inadequate technology can significantly weaken the impact.
If international guests are travelling, it is worth considering sustainable execution, from travel to catering to the choice of venue.
A good kick-off event connects message and experience, rather than stringing the two together separately.
For Wattline, INCENTRY developed a kick-off event for 165 participants in Berchtesgaden, followed by a party programme. The content-related programme segments and the sociable close followed the same dramaturgy.
View project →Feels like two independent events rather than one format.
Dilutes the kick-off's central core message.
Can significantly weaken the impact of key presentations.
Early-year kick-offs compete strongly for venues and dates.
Together we will clarify goals, messages and framework for your next kick-off event.
