Corporate Event Management: Planning, Promotion, and Evaluation

This report provides a comprehensive overview of corporate event management, focusing on The Event Company as a case study. It begins by defining event management and its application to large-scale events, then analyzes various types of corporate events, such as seminars, conferences, trade shows, team-building events, and product launches, highlighting their strategic goals. The report differentiates between corporate and leisure events, assessing how different event types meet strategic focuses and goals. It identifies potential audiences for new corporate events, emphasizing key roles like event managers, supervisors, food service, attendees, and CEOs, and outlines the key elements of a basic feasibility study. The report concludes with a plan for a corporate event, including planning, promotion, and evaluation of the event plan and promotional activities, providing insights into successful event execution.

Corporate Events Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
P1 Types of corporate events ....................................................................................................3
P3 Review the range of different types of corporate events and assess how they meet
different strategic focus and the goals ......................................................................................5
P4 Assess the different criteria to identify the potential audience for the new corporate
event ...........................................................................................................................................6
P5 key elements of the basic feasibility study for the corporate event ..................................7
P6 Plan for Corporate event and applying key planning and promotion of the corporate
event ...........................................................................................................................................8
P7- evaluation of the plan and promotional activity of event ..............................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Event management is the application of project management to the creation and
development of large scale events such as festivals, conferences, ceremonies, weddings, formal
parties, concerts, or conventions. ... The events industry now includes events of all sizes from the
Olympics down to business breakfast meetings.
This report will take The Event company to cover this case study. This is top event
management company who are organizing their event projects in all among the world. This
company provide all type of events to their clients and provide better experience to their clients.
This report will analyze different types of events and it will compare the corporate event and
Leisure event (Chen, Chiu and Shevlin., 2018). It will also review the different type of
corporate event and what are there goals. This report will identify the potential audience for
the new corporate event and it will also analyses the key elements of the basis feasibility study
for the compare event. This report will conclude the corporate event plan and it will include the
planning, promotion of the corporate event and in the event of this report will evaluate the
planning and discuss the promotion of the whole event plan by The Event company.
MAIN BODY
P1 Types of corporate events
There are various kind of the Corporate events whether hosting the companies
conference or the any kind of tournament companies use Corporate events to bring the
audience together to make an international relationship between them which could not be
present in inside the structured environment of their office . Here are different different
Corporate events-
Seminars and conference
The purpose of the end management is to make proper planning ad hold the meetings
with the targeted audience and provide them the relevant information. Seminars are the small
and short event which can be for 2 to 3 hours or it can be for more than one week (Curran,
O’Gorman and Van Egeraat., 2016). They have the single or the multiple speaker who keep
every people or the event participants together on the same place, while the conferences
typically have the more then 1 sessions. This kind of event usually held in the hotels and it
can also include the breakfast for the participants.
Trade shows

Companies usually attend the trade shows as a lead the generation activity. Companies
may also choose to the host or the sponsors a trade show to reinforce their popularity n the
industry or the industry leaders who may attend the event. Planning of this kind of event
involved the negotiation between the traders and company speakers can speak about their
deals and buyers and traders both will be present in this event.
Team building events
The building events are for the employees of the particular company in-hence their
confidence, morals and goodwill. In this event companies employees an spent time together
and build a team who can work together. In this Corporate events, event company provide the
outdoor and the physical activities in a group and epitomize the team building event.
Product launch event
Product lunch event is one of the most common event where companies launch their
new product and people from the industry and expert attend the event and other audience like
customers and the media also present in those event. Company revel their new event where
they give the introduction of their product and b they provide the information which makes
their product unique better as compare to the other companies. This also release the press
conference where companies leaders talk about their product and tell them that how this will
help their customers to satisfy their needs and how it can be useful for them to make their life
more comfortable.
P2 Difference between corporate and leisure event
Corporate events and the leisure event are to different categories of the event
management, and they both are best In their own way (Devenish and Moital., 2019). If we
talk about the corporate events then its comes to the business related events like product
launching and meeting and conference but the Leisure event is an interrogating and the
diverse field. Which involves the managing of the facilities such as the sports ground, parks
and the environmental ventures and it can also involves the managing a celebration or the
festivals, sports contest or the concerns.
Corporate Event Leisure Event
Corporate events include the events which are
organized for the particular company or the
dentistry where people talk about the
Leisure event management is an interesting
and diverse field. It involves managing
facilities like sports grounds, recreation

companies. Most of the company launch their
new product, so they take the help of the event
companies who can arrange all the things
which is needed in the event such as they
decide the place where all arrangement6s will
be done, after that they lap with the median
and invite the important people who should
be present, and they put the things like
divides and all show people can see the event
from far. Similarly other events like meeting
of the company is also done by the event
company in which they select the hole and
organize whole event and This kind of events
are only related to the business and the
industry people (Getz., 2019).
centres, parks and entertainment venues. Also,
it can involve managing a celebration or
festival, sporting contest or concert. The
leisure events companies that manage these
activities hire an engaged and enthusiastic
workforce, who know their target audience.
Moreover, these professionals have the
expertise to carry out all the necessary
administration and planning. The skill of the
leisure event manager lies in his/her ability to
understand what the event taking place means
to those who are in attendance. leisure event
manager needs to incorporate value adding
measures, to improve the experience of event
goers.
P3 Review the range of different types of corporate events and assess how they meet different
strategic focus and the goals
There are many different kind of the Corporate events and this is very easy for people
to get confused between the. This all are related to the business and all the people present in
the event are from the big businesses. Some some of the Corporate events which are every
common among the people are conferences, Corporate dinners, bored meet and the year ending
functions.
Conference - The purpose of the end management is to make proper planning ad hold
the meetings with the targeted audience and provide them the relevant information. Seminars
are the small and short event which can be for 2 to 3 hours or it can be for more than one
week. They have the single or the multiple speaker who keep every people or the event
participants together on the same place, while the conferences typically have the more then 1
sessions. This kind of event usually held in the hotels and it can also include the breakfast for
the participants.

Corporate dinners - business and the corporate dinner can be anything and the main
focus of the event on the determining the location and duration of the said dinner. If the
dinner is an in-house strategy session, for example, a catered dinner in the office boardroom
might be most conducive to a working dinner. However, of this event is an attempt to woo a
prospective clients over the dinners, the dinners in the event sigh be held at the formal
restaurants or the bar and it can be for the 3 to 4 hours only. Team building corporate dinner
may be the team building event for the companies' event so all can take the dinner together and
make the good relationship with each other (Kalgo And et.al., 2019). This also motivate their
employees and they give their best in the at the companies workplace and also increase their
efficiency to work.
Board meeting- Board meeting event are organized by the By companies and It is an
imperative part of the public and the private company's communication strategy. In this
meeting the companies bored of directors present where they reflect the performance of the
company and make the proper strategy for the company for their success and effectiveness I
their business.
P4 Assess the different criteria to identify the potential audience for the new corporate event
The Event company is organizing a new Corporate event for An one of the
multinational company in UK. This event is on the companies conference where they are
inviting at least 20 employees of the company. Company will need the potential audience for
the event which is required to make this event possible for the company, and they can satisfy
their clients demand. Here are the key people who will make the management for the
company-
Event manger
`Event manager of the company will arrange the hotel where the people will stay
because This conference will for the 2 days and the manager have to book the hotel for 2
days, and they will also need the conference hole where they can arrange their meeting event
properly. The location of the hotel will be center of the city (Kolchinsky and Schuster., 2019).
Supervisor
Supervisor will control the 6 people under him who will arrange the sitting table and
they will also look for the proper decoration of the hall. Supervisor will give the guidance to
the employees who0 bare working under him.

Food department
w They will present in the event to supply the food and water bottles to the attendees so
they can provide them food and whether which can make their experience good.
Attendees
Attendees will b be the people who will attend the hall meeting of the event. They will
attend the seminar and take the declensions for their company. They will be the target
audience for the event company and It is necessary for the The event management company .
CEO
The main superior of the meeting event will be the CEO of the company who will be
main target audience for the Event company (Mathew and Hubloue., 2018). Their food and
sitting arrangement will be different and he will also stay in the driftnet hotel which will be
more luxury and conferrable. The main goals of the company will be the companies CEO
because he is the owner of the business and company have to provide better treatment to him to
satisfy the needs of the meeting. If they will able to create good image among the CEO then
they can create good relationship and company ca get the other new event from them which
will be good for the The Event management company and it will help them to create good image
in the market and other companies will also give the event management project to them for
better event.
P5 key elements of the basic feasibility study for the corporate event
Feasibility Study can be defined as a controlled process for identifying problems and
opportunities, determining objectives, describing situations, defining successful outcomes and
assessing the range of costs and benefits associated with several alternatives for solving a
problem (McKinley., 2017). This can be helpful for The Event company to organize their event
successful, and they can make the proper plain for their event project. There are some key
element of the Feasibility Study which can help the new event plan of “The event company” to
make their event successful.
The scope of event
This is used to be defined the problems can be occurred during the event and the
opportunities have to be address in the new event. The event company superiors have the find
the scope of their business and need will need to understand the problems which can affect

their event. To address the new opportunities they have to make proper strategies to overcome
from the problem and it will help them to achieve the opportunities from the event and they can
make their event successful and satisfy the needs of the client.
The current analysis
They have to analyses the system they can implement in the event, This form of analysis
is used to evaluate the current method of implementation like a new product or system. From this
analysis, you can discover the strengths and weaknesses of the current approach. Conducting a
current analysis and identifying the pros and cons of your current system/product can help you
save both money and time.
The requirement
They need to understand the what are the requirement of the client which is need to be
understood by the superiors of The Event company, so they can fulfill all the needs of their
client and make the Corporate event successful (McKinley., 2017).
Planning
There should be a proper planing of the event, and they have to make estimate budget
of the whole event. They have to calculate how much money they have to spent o the event and
this will also include the profit of the company . They also have to manage the things which will
be needed during the event. They have to book the meeting hall, hotels for the people who will
attend the meeting etc.
Evaluation of the plan
After making the planning and budget of the Corporate event company have to evaluate
the plan in which company will tarted booking the hotels and look for the requirement.
Whatever they have plain will be implemented by the company, and they will also control and
monitor the event. Control by the managers of the company will be there until the end of the
event, and they have to guide the employees and look that their all the staff are working properly
or not.
P6 Plan for Corporate event and applying key planning and promotion of the corporate event
There are 6 steps which will cove the whole new corporate event by the “ The Event
company “ This steps will be used to make the plan for this event.
Step 1- detail o the plan

This will corporate event will base on the company meeting where 20 people will
attend the meeting (Sharma., 2019). This event will be held on the 01/ 06/2020 and it will be
end on 03/06/2020. This company want to organize the meeting through the Event company
which will be related to their company performance. Their 20 staff will attend the meeting
and it will be in the London.
Step 2- Budget
This corporate event will be for the 2 days and their will be 2-3 hours each day. Their
budget will be around 20000 dollars which will include every arrangement an excess of the
event.
Step 3 – Theme
The meeting and the event place will be one hall which is located in the center of the
London . The sitting arrangement of the Hole will be On the basis of C face meeting where and
on the front there will be one LCD where they can discus about their performance of the
Step 4 - Find venue
Finding a venue can be tricky, as navigating the costs, quotes, and what’s included means
lots of meetings and negotiating (Yang and Tan., 2017). There will be around 15 peoepl who
will work in the event. 1 manager, 1 supervisor, 6 staff members. 4 people for the catering and
3 drivers.
Step- 5 Find A caterer
event will start on the morning event company have to arrange the caterers who ca
make the breakfast for the every attendee. They will connect to top caterer in the UK and
there will be 4 staff will be there for the catering.
Step 6 Logistic
event attendee will send the Bus send the 3 cars who will take the two rounds.
Promotion of the event
There will be no promotion needed in this plan because This is a corporate event, and
they are arranging the meeting for the company so there will be only 20 people who are
working in the particular company. They will only attend the event so there will be no
promotion activities will be done by the Event company.

P7- evaluation of the plan and promotional activity of event
Step 1 - Meeting the core team Immediately post events
It is imperative to conduct a meeting with your core team immediately post the
completion of the event. The time gap should not be more than a week at the most. Delaying the
process often results in fading of the important details in the light of current issues and
responsibilities.
Step 2 - Evaluation of financial goals
This step is vital in terms of getting an impartial overview of the revenue and expenses.
The analysis assists you to attain a clear idea as to why your expenses exceeded your budget, net
revenue; additionally make a revenue comparison with last year and decide on the necessary
improvements to be undertaken for the next year.
Step- 3 promotion and marketing
There will be no promotion needed in this plan because This is an corporate event, and
they are arranging the meeting for the company so there will be only 20 people who are
working in the particular company (Yi, Lee, J and Whang., 2016). They will only attend the
event so there will be no promotion activities will be done by the Event company.
Step- 4 Feedback
Manager of the company have to take the feedback from the client, so they can
understand how their event is going.
CONCLUSION
As per the report has been analyzed different types of Corporate events and it will
compare the corporate event and Leisure event. It also has been review the different type of
corporate event and what are there goals. This report has been identify the potential
audience for the new corporate event and explain that how The event company will target the
audience and it also has been analyzed the key elements of the basis feasibility study for the
compare event. This report has been concluded the corporate event plan and it also has been
included the planning, promotion of the corporate event and in the event of this report has
been evaluated the planning and discuss the promotion of the whole event plan by The
Event company.

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