Written by Ravjeet Boparai
In August, I had the opportunity to volunteer for Brill Communications, a Toronto-based events and public relations agency. I had learned about the volunteer opportunity through the agency’s Instagram page, and got in touch with an account specialist from the agency to sign up. For three days, I volunteered with three other colleagues to help set up and ensure that the event day ran smoothly. The event, ‘Villa Brill,’ is a yearly event where Brill Communications provides a gifting suite opportunity for 150 plus influencers, media and notables, showcasing their fashion, beauty and lifestyle brands. The event was hosted in the Soho Hotel Toronto three-story penthouse suite. The event’s theme encompassed the feel and look of European summer vacation. Every detail was noted. Live plants and trees were brought in from a nursery to fill the hallways and rooms, and a colourful Vespa was set up on the third floor in front of a backdrop for guests to take pictures; reenacting the look of driving through a European cobblestone street. Along with the event’s theme, each room was set up and styled to help tell the story of the brand and products that were being showcased in that room.
The Face shop Yardley London Real techniques
Belif Skincare Lypsyl BYOMA
Italpasta Ecotools Shan
Daydream drink Dr.Teals Mayer
Insomnia cookies Elita SeaDream
Salt & Co Dr. Scholl’s PANOXLY
50 Worst Dates by: Jane KERI Blue Lizard
Laboucane Amope Hydralyte
My first two days of volunteering started at 9 a.m. We were tasked with bringing up boxes of products of the various brands sent for the event from the hotel loading area up to the penthouse. We were given a map of the penthouse layout, which listed where each brand was to be showcased. The boxes were brought to the corresponding room, opened, taken out, and set up in a visual and impactful way that would drive the attention of the guests who want to learn more about the brand, and the products. Also, so that they can take home the products to try and share on their social platforms with their followers. Our days would end around 6 p.m.
The third day of volunteering was the ‘Villa Brill’ event day. Everyone working the event was instructed to follow the dress code: denim outfit. The event ran from 10 a.m. to 6 p.m. Guests were given time slots to arrive and check in to the event to avoid rush and overcrowding. The time slots were in increments of 30 minutes. This helped ensure that every guest was able to enjoy the full extent of the event and receive products that they were interested in. Along with the beautiful décor, several food and drink vendors were present, including, a Hamilton-based Heal Wellness, Insomnia cookies, Pizza Rustica, and Charton Hobbs, a Canadian wine and spirits organization. Each volunteer was assigned a room to work with the brand representatives to help teach the guests more about the brand and the products available. It was important as a volunteer to represent Brill Communications in a positive, fun and knowledgeable manner to ensure that all guests felt welcomed.
During my time volunteering, I took the opportunity to ask Brill employees questions regarding how they planned on using the event to help their clients gain more exposure, which program they used to monitor, analyze and develop reports, and how they decided which guests would be invited, among many other questions I had. Brill Communications would use all of the information and metrics gathered to report to their clients the number of impressions received on their products from each guest that attended, among other detailed metrics and reports. Overall, this experience volunteering with a reputable public relations agency, allowed me to witness how a PR agency uses event management, influencer and media relations, and social media to achieve measurable results for clients. I got to experience what goes into PR events that drive successful outcomes. It allowed me to find gaps in my knowledge that I can work on, so I can one day work in the world of public relations too.
