See our step-by-step guides
you have an intranet or a web site - get your support department to
create a page for the event and keep it updated with progress and a
sure your service provider is fully health and safety compliant -
especially pay attention to fire retardant theme furnishings.
Get ideas about
decor and lighting services here
to Effective Corporate Event Planning
A Step-By-Step Guide with Hints and Tips
© KayDeeElle 2002
you start - remember, KayDeeElle are
here to give you ideas for your theme and also to let you know the
various aspects of what's involved and the decisions you likely will
need to make.
Ideas about decor and design to stimulate your creativity..
..so browse around and check out what ideas we can tickle in your
The term "Event" covers a host of activities but
for this guide it refers to:
dinner and dances
AGM celebration for shareholders
Why undertake an event? The prime reasons for any
corporation to participate are to:
your project team for a fine achievement
gaining a significant client account
relationships with existing clients
relationships with new / prospective clients
the company profile / image
customers for their business
and / or inform
a new product or service.
Events offer direct exposure to your target
audience. Whatever the event, it should reflect your corporation's
qualities as a professional, reliable, and innovative organisation, and
more importantly should leave clients with a favourable image of the
company. Events should therefore be high quality, creative, and well
planned and executed. And, of course, the longer the period over which
the guests discuss the event, the better - it's all publicity!
The aim of this guide is therefore to assist those
involved in events with the planning, implementation and delivery of
effective events. The guide cannot cover all elements of events
organisation, but covers the main procedures to be implemented in most
organisations. It goes on to identify procedures that are generic to
all corporate events and should be adhered to at all times. Also
remember that the events manager and / or your local PR representative
are available for help and advice at any time.
Once the appropriate approval has been gained to
proceed with an event, don't keep it to yourself. The event may be
relevant to other sectors, divisions or countries within your
organisation - notify PR representatives, directors and sales and
marketing managers nationwide and worldwide. In many cases, this may
enable the costs and human resources required for an event to be spread
across participating divisions / companies.
One of the most common mistakes made when
organising events, is leaving insufficient time for planning. The time
required for planning events is very much dependent on the type and
size of the event. However, in an ideal world, the planning process
should start approximately six months before the date of the event.
These may seem long lead times, but there are many
factors to consider:
for tickets at major sporting events
of venues and suppliers
set by event organisers, e.g., submission of order forms
invitations - at least ten weeks prior to the event.
The level of activity will also vary at different
stages of the project. The initial planning stages are usually the
busiest. This will be followed by a quieter period which predominantly
involves overseeing things to ensure the project is running to plan and
Activity then increases again three to four weeks
before the event. The table below shows a month-by-month guide to
planning an event. This chart is more applicable to conferences,
seminars and client entertainment than to exhibitions, but provides a
good indication of the stages and elements involved when organising an
Timings for exhibitions are guided very much by
the exhibition organisers and the deadlines set in the Exhibitors'
an event - the ideal world...
||draw up the brief
||identify venues /
||identify availability of key
||issue brief to all people
likely to be involved
||request / gather names of
||draw up 1st / 2nd wave list
||agree suppliers and book
||issue priority invites
||meet suppliers and agree
||confirm requirements in
||review replies / issue extra
||request further names if
||chase all outstanding invites
||produce briefing notes to
||produce briefing notes on
||confirm final requirements
||finalise guest list
||issue briefing notes to hosts
||issue client briefing to
||confirm final numbers to
||produce table plan
||produce place cards
||produce name badges
||finalise table plan
||prepare guest / host logs
||enjoy yourself :-)
the business case
Participating / hosting events is a costly
exercise. It is therefore important to carefully consider the rationale
behind attending. You should be clear in your own mind that the event
is the right activity.
Does it meet your objectives, and more
importantly, the objectives of your organisation. Do you have the
internal resources to carry through the project or will you need to use
external suppliers? Do you have sufficient funds, or could you utilise
the budget more effectively on other PR activities? It is therefore
advisable to draw up a plan, and in doing so consider the following
are the objectives?
are the cost implications - is there a budget?
is your target audience?
is your client base?
there a theme, if so, what? (remember,
this is one of KayDeeElle's specialities, so check round the rest of
our site. See some themes
you need an internal sponsor?
is the format?
you require entertainment?
are the time scales - are they achievable?
you manage the event yourself, or do you need extra resource? (event management services can certainly take the
information can the organisers / suppliers provide to demonstrate
level of response / exposure do you expect to achieve?
the event sponsored by a reputable or known organisation?
else is planning to attend - reputable companies, respected competition
Finally consider whether you could achieve
similar or better results, at less cost, by undertaking other PR
activities, such as:
direct mail campaigns,
a targeted seminar, or
sales people to focus on the appropriate audience.
you've thought it through and you are convinced that an event will
achieve your objectives. Start your planning and get a good supplier or
experienced team behind you. ..
..And check around the rest of this site for ideas and examples in all
areas of themed events and related services.
Give your event the edge,
buy Judy Allen's definitive hardback on event planning.
288 pages of solid advice and guidance. Your budget definitely covers a
research element :-)
or, for a more hands-on
Successful Event Management by Anton Shone, Bryn Parry
Get ideas for props
and themes that will make your event a stonking success! Services
/ props ideas
You can rent props
or complete themes - talk to your supplier about prop and theme rental,
and any production services on offer
Keep an emailing list of interested parties so you can
let them know of updates and significant milestones being reached.
you are planning to have your event at one of those seasonally active
times of year, do book vital services early.
can trim some of the effort required by using a professional event
Idea maker: Have
a look at a selection of pictures to help stimulate ideas.. you will
find them right here