Event Management Plan for Corporate Event

The present report provides a comprehensive overview of the planning, organizing, and controlling procedure for managing an event in the most effective and efficient manner. It evaluates the scope of event management activities undertaken to organize corporate events, which aim to appreciate operational activities of various organizations and motivate employees to provide efficient services.

Events and Entertainment
Planning and Project
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
1 Scope of event management................................................................................................1
2 Objectives of Event.............................................................................................................2
3 Entertainment Activities......................................................................................................2
4 Target Audience..................................................................................................................3
5 Event deliverables...............................................................................................................4
6 Project management tools and techniques...........................................................................4
7 Project team management and structure..............................................................................5
8 Budget of the project...........................................................................................................7
9 Awareness of potential risk factors.....................................................................................8
10 Evaluation and Control of project.....................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Corporate events are organised in context of an industry and the ventures that are
operating in an economy. Also, this is recognised as the way used by industries to appreciate and
thank the contribution that has been made by investors and stakeholders by providing capital to
run operational activities of a venture. Planning this event is essential to take into consideration
as event management appoints professionals to manage the concerned events as well as activities
and thus, leading to an effective event organised. Event management team appointed ensures the
organisers to achieve desired objectives or goals of managing that event. In this report, various
related to organizing event for NGO related to poverty alleviation program is discussed along
with introduction of new mobile phone etc. Importance of role plays and other activities in event
management is also mentioned in this report
1 Scope of event management
This corporate event that is being organised by an organisation aims at appreciating the
work of entrepreneurs as well as employees who perform functions in context of concerned
venture and thus, leading to growth and development of that firm. The scope and purpose of
managing as well as planning an event is to attain the well-defined objectives or aim associated
with organising an event. The success of corporate management activities largely determine the
success of event undertaken in context of a corporate (Schwalbe, 2015). In other words, success
of an event largely depends on effective management steps undertaken with reference to that
event. Event managers are required to perform various activities that are listed as follows:
 Planning of activities that are required to be performed such as communication, stage
decoration, guest attendance, menu, venue, etc. For example: For planning an event for
poverty alleviation program by NGO covers all the aspects like ways of presentation,
Visuals, speeches, different stages, current conditions, Award ceremony for achievement
of Social workers and volunteers. All aspects related to time, schedules, date and venues
must be planned by organisation to manage the event effectively.
 Organising resources such as physical, human and financial, in order to undertake
activities that have been planned. For instance, Planning for Individuals required to
perform different activities like management , availability technical resources and other
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service will be done. Budget will prepare to analyse the cost of event and source of
generating funds will identify for planning event for NGO for alleviation.
 Directing subordinates to perform activities, with reference to the plan that has been
made to organise concerned corporate in effective manner.
 Also, event managers are required to control and supervise activities as and when other
employees fail to perform any given task. A neglect of this role may lead to certain
emergent situations at the time of event (Getz, 2014). For example; While planning an
event of poverty alleviation program for an NGO, Event managers always needs to
monitor the schedule of activities and also ensure the availability of resource required to
complete activities.
These are the scope of activities that are required to be performed in the context of
planning corporate ball events.
2 Objectives of Event
The present corporate event is organised with major objective of appreciating work that
has been done by employees and executives appointed in concerned organisation. It is a well-
known fact that employees work more efficiently, if their tasks that have been performed gets
recognition amongst others. Thus, this appreciation is provided to them, with a view of
motivating them to perform their activities in an effective as well as efficient manner. The
employees working would be presented with an award as per their yearly record of performance
in context of that organisation. Awards have been decided for different employees working in
various departments. Also, these awards are represented in accordance with different levels of
management operating in the firm (Pielichaty and Mawer, 2016).
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Another objective of this corporate ball event is to appreciate the contribution that has
been made by stakeholders of company. Major stakeholders of a venture include those who
provide capital such as investors, shareholders and creditors. These three are recognised as major
source of financing and credit providing for an organisation. Appreciating their work would
generate a positive impact of concerned firm's image in the minds of these stakeholders and thus,
generating more amount of capital required for undertaking operational activities of a business
with increasing its scale of operations. Indirectly, it can be said that, the major objective to be
achieved by organising this event is to gain a positive image in the minds of employees as well
as stakeholders, thus, making way for increased sales as well as profits in an organisation. For
example; In case of planning for an event for poverty alleviation program for NGO, main
objectives of event will be to determine the achievement of organisation and determination of
Steps taken by NGO for alleviation of poverty from country and supporting people. Conducting
award ceremony for volunteers and people which have provided support in various programs of
organisation. Event manager will be responsible to analyse all activities must be completed
appropriately. Supporting staff should always be there top avoid any problems.
3 Entertainment Activities
An award ceremony must be associated with certain entertainment factors. Presenting
just awards to employees would be a boring activity and it may lose the interest of its attenders.
An event achieves success, if the attenders of the event participates actively in activities that are
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Illustration 1: Corporate event for employee motivation

being taken into consideration. To invite an active participation on the part of audience, the event
managers must organise entertaining activities for its attenders (Conforto and Amaral, 2016).
The entertaining activities that have been organised for concerned corporate ball event have been
listed as follows:
 Event wall: Venue of event has a separate section termed as event wall where the
audience attending event can write anything of their opinion and it can be recognised as
an attractive spot of clicking selfies by attenders which is a growing fever now a days.
This would generate interest among audience and give them a feeling of walking on a red
carpet.
For Example: In an event related to introduction of new product of company, role plays can also
be organised by employees to state the features of their new mobile and its services. Role
plays should also involve audience and guests attraction and involvement. Acrobatics: Professionals can be hired in order to perform acrobatic stunts which is again
an entertaining activity to be enjoyed by participants of the event. This would further
increase the effectiveness of event that has been organised.
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Illustration 2: Role play for lauchinh mobile phone

 Fire tuba: Fire tuba is a unique entertaining activity which represents a beautiful
combination of fireworks and classical music. This entertainment fact adds glory to the
event and it is enjoyed by audience of all genre, as it is something unique which the
attenders have not seen before.
All these activities can be termed as entertaining and organised by event managers in
order to build attraction for interest.
4 Target Audience
Target audience refers to the people for whom an activity has been taken into
consideration. A target audience is determined in accordance with the objectives that are to be
achieved by performing that activity. In context of event management, target audience
determines those group of people for whom an event has been organised. The corporate ball
event has been organised in order to appreciate work of employees as well as executives with
contribution made by stakeholders of company. Thus, the target audience to be determined for
this event involves employees and stakeholders (Moutinho and Vargas-Sanchez, 2018).
A target audience is required to generate with a view of undertaking necessary activities
to reach at that market. With reference to this event, it is necessary to determine target audience
or people who are going to attend the concerned event in respect of planning and managing
activities related to that event according to preference as well as suitability of employees and
stakeholders. Since, its a corporate event, the decoration, entertaining activities, menu, cuisine,
etc. should be in accordance with a corporate style or taste only. Also, the entertainment
activities should be sophisticated, as along with employees, even their families have been
appointed at concerned event. An effective determination of target audience would enable the
event managers to plan as well as organise resources as per this audience.
For example; In Case of an event for introduction of new Mobile phones of AT&T, the target
audience will be investors, whole sellers, suppliers, shareholders, employees and other guests
which have their relation with organisation.
5 Event deliverables
The event deliverables specify the outcome that are to be generated from an event that
has been organised. Deliverable on the part of organising an event for corporate are wide in
terms. These are the possible outcomes that can be generated by organising an event, in simple
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words, deliverables defines probability of an event (Webster, 2016). The various outcomes that
have been generated from from corporate event includes the following list:
 The major outcome that has been realised with organising a corporate event is providing
a motivational factor to companies, by representing a recognition for their work that has
been performed by them, in the co9ntext of economic growth and developmental
activities of a venture.
 Also, generating a motivational spirit for entrepreneurs as well a executives and
employees, is recognised as a possible outcome of award ceremony organised for
corporate industry.
 The entertainment activities that have been planned in the context of corporate events,
are generated with a view of attracting its attenders, thus, a possible outcome is to
involve active participation on the part of target audience.
 The event organised can be effective or ineffective in achieving the object of creating a
positive impact. As an event organised can be successful or unsuccessful.
These are the possible deliverables of event that has been planned for corporate sector as
well as individuals serving in those corporates.
6 Project management tools and techniques
Management of project or event is important to be taken into consideration, while
organising the same. Thus, with a view of ensuring effective as well as efficient management of
corporate event undertaken, various tools and techniques can be taken into consideration. The
major tool that can be used in the context of corporate event management is PERT, a detailed
evaluation of steps required to be followed as per this tool has been presented as under: Identifying milestones to be achieved: In order to manage a particular activity in most
effective as well as efficient way, it is essential to recognise and understand the
milestones or specific objects that are required to be achieved in the context of that
activity. The event managers are required to determine enlarged objectives to be achieved
by organising concerned event, thus, generating desirable results (Mejía and Amodeo,
2016). Planning of activities: Planning is considered as an essential component of management.
Thus, it is important to prepare a sequence of activities to be performed, i.e. a procedure
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to be followed in organising a corporate event, without any last minute rush or
emergencies occurring.
 Estimation of time required: After the planning of each and every activity, the event
managers are required to make an estimation of time required to perform each task in
most efficient manner.
This steps that are being taken into consideration by a manger ensures effective
organisation of an event in the context of corporates.
7 Project team management and structure
Project team management structure refers to the organisational structure, which delegates
authority as well as responsibilities to different individuals operating at various levels of event
managing firm. This assist event manager to direct as well as control activities of subordinates in
order to ensure effective organisation of concerned events. The programme structure for
undertaking corporate event management has been represented as under:
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3:
http://www.easyprojectmanagement.co.uk/resources/_wsb_8
40x630_Typical+Project+Structure.jpg

The above illustration shows a clear picture of how authorities as well as as responsibility
is being delegated to different personnel working in the context of managing corporate event.
The programme structure states the major responsibility of project board, that is required to
handle functioning of different subordinates which are working in their guidance. The major
next responsibility as well as authority has been assigned to project leader manager. The
appointed manager or leader for project is to supervise all the activities that are being performed
in the context of managing corporate event (Blumberg, 2017). The tasks to be performed has
been divided into two groups, i.e. technical department as well as non technical department. The
technical department is required to undertake technical functions, i.e. arranging for sound
systems, lighting systems and many other technical requirements for an event. Whereas, non
technical group is designated with the responsibility of making arrangements for guest
welcoming, managing personnel attending event, etc. All these activities that are performed by
these two variant groups are directed as well as controlled by leader, with respect of ensuring
effectiveness of organised corporate event, and thus, gaining success.
8 Budget of the project
Budget is recognised as planned or estimated expenditure, required to be incurred in the
context of organising concerned corporate event. A budget that has been decided by event
managers to organise corporate event is represented as follows:
As per the above representation of budget, several facts can be concluded. It states that,
the budgeted expenditure required to be incurred in organisation of corporate event was $ 8180,
while the actual expenditure incurred is $ 7430. in order to organise an event, the major priority
that is to be given is related to the venue, on which that particular event is going to organised.
The estimated rent for chosen location was $ 1500, while actual expenditure recorded at $ 1200.
The actual travelling expenses that have been incurred exceeded estimated expenditure by $200.
Programming expense of corporate event was estimated at $ 2000, but the actual expenditure
required for same was $1800. A large selling expenditure is required to be taken into
consideration, while planning an event, in order to generate people aware of the corporate event
that is going to be advertised (Urmy and Curtis, 2015). In current scenario, online advertising
campaigns create more effective as well as recognising image in the ,minds of target audience.
Thus, event mangers of corporate event, were of the opinion to incur an estimated expenditure of
$ 300 on all social networking sites, such as twitter, Facebook, Instagram and many more. In this
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case, the actual as well as estimated expenditure were recorded at $ 300 only, with $ 50 on each
selected networking site.
9 Awareness of potential risk factors
There are certain risks factors that are associated with managerial activities undertaken in
the context of corporate event. The event managers are required to be aware of risks that may
occur while organising an event, as awareness would ensure them to prepare rescue plans well in
advance, if certain emergency situation arrives in the context of managing event (Heizer, 2016).
The following are major factors that are prone to risks:
 Availability of venue: The event manager is required to ensure availability of desired
location or venue. A non availability of same would generate disturbances in the process
of managing that event.
 Financial resources: A corporate event to be organised as well as managed requires a
huge amount of capital or financial resource. The managers must reserve all the expected
sources of finance, in order to avoid last minute rush or any inefficiency created as a
result of non availability of financial resources.
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Illustration 4: Event budget

Along with these, the natural constraints factor must be taken into consideration while
organising an event.
10 Evaluation and Control of project
The event management plan that has been made is widely in the context of organising as
well as managing corporate event. The event management plan that has been made in this project
is efficient enough to attain objectives organising an effective as well as enjoyable event for
corporate operating in the economy and the executives as well as stakeholders that are involved
in those ventures. The budget prepared well in advance allows organisers to derive an estimate
of investment required to be made on concerned corporate event (Jones and Sapsed, 2015).
CONCLUSION
The present report concludes in detail about the planning, organising and controlling
procedure to be adopted in the context of managing an event in most effective as well as efficient
manner. It briefly evaluates the scope of event management activities that have been undertaken
with a view of organising corporate event. It concludes that the objective behind organising
corporate event is to appreciate the operational activities of various organisations functioning in
an economy and the executives as well as employees appointed in those ventures, thus,
motivating them top provide more efficient services. It represent a planned structure of roles and
responsibilities to be played by each individual appointed at different levels.
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REFERENCES
Books and Journals
Blumberg, J. S., CONSTITUTIONAL PROPERTY LLC, 2017. Corporate and entertainment
management interactive system using a computer network. U.S. Patent Application
15/344,906.
Conforto, E. C. and Amaral, D. C., 2016. Agile project management and stage-gate model—A
hybrid framework for technology-based companies. Journal of Engineering and
Technology Management. 40. pp.1-14.
Getz, D., 2014. Event studies. In The Routledge handbook of events (pp. 45-64). Routledge.
Heizer, J., 2016. Operations Management, 11/e. Pearson Education India.
Jones, C. and Sapsed, J. eds., 2015. The Oxford handbook of creative industries. Oxford
University Press.
Mejía, G. and Amodeo, L., 2016. A Petri Net-based framework for realistic project management
and scheduling: An application in animation and videogames. Computers & Operations
Research. 66. pp.190-198.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Pielichaty, H. and Mawer, V., 2016. Events project management. Taylor & Francis.
Schwalbe, K., 2015. Information technology project management. Cengage Learning.
Urmy, M. B. and Curtis, J. A., Artist Growth LLC, 2015. Action alignment for event planning,
project management and process structuring. U.S. Patent 9,064,015.
Webster, T. H., 2016. BMGT 402.02: Principles of Entertainment Management I.
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