The Lyceum Agency provides consulting services to individuals, nonprofits and private sector organizations interested in presenting a speaker or establishing a lecture series. It seems simple enough. You invite the speaker, sell the tickets and the audience shows up.

But what about…

Curating?
How does one program a lecture series? What are the key indicators that inform your programming — your audience, the media and the hot topics of the day, your organization’s mission, the competition, filling a cultural gap in your community? Who is your audience now, and, who do you want them to be in five years? How do you leverage programming with marketing, sponsorship and organizational growth? How do you curate an eclectic series that is in service to the organization’s vision and the bottom line? How much does your venue affect your programming and ticket sales?

Booking and Negotiations?
Who should you invite and how do you contact them? What does your letter of invitation say and how much should you offer them? Are you dealing with the speaker directly or his/her agent? How does that affect the outcome, the fee, the schedule? What is the etiquette of negotiation and the necessary amenities for the speaker during their stay in your city? What kind of follow-up is needed after the lecture?

Marketing?
Who is your audience and how do you determine that? How do you determine your marketing budget? Is grassroots marketing worth the labor? How can you best use the media – print, radio or television? What kind of community partnerships can you make for a larger reach? How and when can you best utilize audience surveys? What should be in the surveys? Is your audience connected to your organization through other programs beyond the lecture(s)? How should you structure the seating, ticket prices and levels, series vs. single tickets?

Sponsorship and Underwriting?
How do you engage businesses, corporations and individuals in your event or lecture series? Who are the best choices, match for your organization? How do you maintain a healthy, mutually beneficial relationship with these partners? Does corporate sponsorship influence programming or other organizational aspects? How do you nurture and maintain these partners? How many can you maintain, and how do you structure the levels of giving, rewards, and publicity? If you have a Board of Directors, how can they best be utilized in this effort?

Programs and Collateral Materials?
What is the most effective way to communicate your organization’s programs? How important are graphics and image? How do you develop and maintain your mailing list? Do you have an efficient and up-to-date database? Is technology (web page, email) all you need to get the word out? How can community partners help you with publicity materials?