Corporate Events Management Report: Planning and Promotion

This report comprehensively examines corporate event management, beginning with an introduction to the field and its key players like Jack Morton. It delves into the range of corporate-focused events, including exhibitions, sales meetings, networking events, and product launches, and contrasts them with leisure events, highlighting their differences in audience, purpose, and management. The report assesses how different types of corporate events meet diverse strategic focuses and goals, such as conferences, trade shows, executive retreats, and appreciation events. It then outlines the criteria for identifying a potential audience for a new corporate event, using the example of a restaurant, and discusses the key elements of a basic feasibility study. Furthermore, the report details a plan for a corporate event, applying key planning and promotional principles, and analyzes the processes involved in planning and promoting such events. The report concludes with a summary of the key findings and insights.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Range of different corporate focussed events........................................................................1
P2 Compare and contrast the difference between corporate and leisure events.........................2
TASK 2............................................................................................................................................3
P3 Different types of corporate events and assess how they meet different strategic focus and
goals............................................................................................................................................3
TASK 3............................................................................................................................................5
P4 Different criteria to identify the potential audience for a new corporate event.....................5
P5 Key elements of a basic feasibility study for a corporate event............................................6
TASK 4............................................................................................................................................7
P6 Plan for a corporate event, applying key planning and promotional principles....................7
P7 Process taken for the planning and promotion of a corporate event......................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Corporate event management is an application of the project management to creation of
large- scale events like conferences, weddings, concerts, festivals etc. This consists studying
brand, devising event concept, identify the target audience and also coordinating technical
aspects before launching event (Bowdin and et. al., 2012). Jack Morton is biggest event
management firm in UK. It led way under which marketing brand experience and makes event
perfectly. This firm was founded in year 1939 by Jack Morton. In this report will be discuss
about range of various corporate events. There will be discussing about various kinds of
corporate events and in what manner they meet with various strategic objectives. Plan for
corporate event, promotional principles and key planning is going to discussing in this report.
TASK 1
P1 Range of different corporate focussed events
Corporate event is form of hospitality, social activity of event which mainly organised
through business entity. Concept of organising an event evolved to develop the new lead as well
as reward staff members for work and launch new product. Corporate Focused events are those
which consists, safety, value and professionalism when organised in company. The focusing
events is explained as the disasters which were significant in scope of the disruption created the
high level of the public discontent (Bladen and et. al., 2012). There are various kinds of
corporate focussed events mention below:
Exhibitions- It is an organised display and presentation of selection of the items. It
mainly occurs within educational or cultural setting like exhibition hall, art gallery, library etc. In
upgrading image in front of competitors at market place, this corporate event provides the benefit
to business firm. Role of the Event Management team in Jack Morton includes promotion as well
as advertising sponsorship rates on the exhibition agenda. They also require to arrange stage and
the space facilities so that company's leader can represent the company's business activities in an
effective way.
Sales meeting- It is related to gathering under which service or goods is being discussed
and advantages are outlined to potential consumer. This is mainly designed to sell goods,
develop relationships and determine requirements of consumers. These type of meetings are
internal to company and need planning expertise to be successful. The sales meeting are kept

short as well as focused through keeping timeline tight with purpose. To enhance the meeting
agenda, Jack Morton's Event Management Team can recruit entertainer so that employees ' mind
can be lightened after discussing sales strategies to compete with the existing competitors.
Networking events- In this, team building events are useful and necessary toll for make
improvement in communication in an organisation (Yeoman and et. al., 2012). These programs
help in encourage cohesion of Jack Morton, enhance employee morale and improve growth rate.
These assist in provide the benefits to those people which attend the networking events.
Product launch events- These kinds of the meetings mainly introduce new goods and
services offering in big way. The host communicate the objectives and goals to stakeholders at
once and developing sense of enthusiasm and excitement.
P2 Compare and contrast the difference between corporate and leisure events
The corporate event is any event that sponsored through an organisation for consumers
and employees. These events can be for the large audience like conferences and conventions or
for small events like holiday parties, retreats etc. On the other hand, Leisure event is diverse and
interesting area. This consists managing the facilities such as recreation centres, sports grounds,
entertainment ventures etc. Corporate and the leisure events both are the main kind of events and
they are different from the each other (Jones, 2017). Difference among Corporate and Leisure
events mention below:
Corporate events Leisure events
In this, guests are mainly the consumers or staff
members of an organisation.
These events are open to anyone which
purchases or registers for tickers. Event
planners should be assure that they reach
target audience when advertising public event.
The corporate events include commercial and
charitable events such as product launch,
conferences, business meetings, trade meeting
and many others.
This consists management at the entertainment
venues, recreational places etc. On the other
hand, leisure events also included occasion
celebration, concerts, circus etc.
The main purpose of conducting this events is
to promote goods and services in front of all
stakeholders of company (Agrawal and Cooper,
Its purpose is to entertaining the audience so
that they can able to spend more time with
their friends and family. Its main focus on give

2017). It will be helpful for Jack Morton to earn
the high profit rate and also revenue.
proper enjoyment to people.
 Managers of Jack Morton requires the
expertise of technical design in these
events with clear understanding so that
guests can easily understand the agenda
of a business firm behind conducting an
event. In event, creative concepts help
them to make the events successful and
grab attention of large number of people
and make business successful.
There is a requirement to event planners to
take value-added steps such as defining
positions of staff members so each consumer
can be represented and involved in an event in
a better manner. For an example, there must be
nearby ticket booking and ticket purchase
counters in events such as circus so that the
families and other people can enjoy the events
in comfortable zone (Flammer, 2013).
 In these kind of events, the director of
Jack Morton London will be expected to
give facilities such as catering,
entertainment and accommodation. The
business would benefited from uniform
structures throughout maintaining a
better reputation between visitors. It
will help in develop the positive impact
on mind of people.
For leisure events, management of Jack
Morton company recruits experienced and
capable staff that can able to efficiently reach
at the target audience so that activities can be
conducted in a successful manner.
TASK 2
P3 Different types of corporate events and assess how they meet different strategic focus and
goals
An event is explained as public assembly for purpose of marketing, celebration and
education. It can be classified on basis of type, context and size. The corporate events mainly
performed for the several reasons but its objective is underlying fun. Various kinds of corporate
events mention below which can meet with different strategic goals and focus:
Conferences- These are better opportunity to educating the staff members and also
encouraging networking (Welford, 2016). They permit business to share the exciting goods,

workshop ideas and educate the staff. Jack Morton event company plan as well as hold the
meetings with targeted audiences and give them relevant information. Conferences have the
many sessions and they mainly held at the hotels, starting with keynote sessions and providing
breakout sessions through topic. Each session of conference consist different scenario and its
helps in increasing the knowledge of employees. In this manner, conference is helpful in meet
with the strategic goals set by company.
Trade shows- Business firm attend the trade shows as generation activity. Firms selects
sponsor or host trade show to be reinforce image as a sector leader between those which attend.
In addition to this, event planning for the trade shows consists negotiating the sponsorship rates
fort promotion (Ak and et. al., 2013). Speaking opportunities, advertising and booth space where
leadership can be speak. Mainly the trade shows are held in the big space that showcasing
services or goods of large number of vendors. In this, main focus of Jack Morton company is on
satisfying the vendors for making image of company better. Through trade shows, firm can able
to present its services and products in front of vendors effectively and attain its objectives.
Executive retreats- In this, company spends large amount on each individual in order to
provide maximum comfort. Main area of this agenda is strategic planning and market
innovations, but incentives and opportunities are also given other than it. Such type of the
corporate events are held for last three to five days, and the main attention is paid to the venue
so that the staff members of Jack Morton can spend the quality time. These retreats helps in
motivate the staff members to deliver provide better performance in order to sponsor additional
vacations and retreats. In context to this, they will provide the administrative job their full
potential and from this organisation can earn more profits and accomplish its goals in way that
benefits.
Appreciation Events- These types of programmes permit an event host to spend the
informal time with guests in non traditional environment. It provides the better opportunities to
both parties to develop affinity and learn regarding mutual business priorities. These events can
range from the programs geared towards appreciation of staff members for showing the client
appreciation (French, 2015). Under this, manager of Jack Morton appreciate those employees
which are able to provide the better services to consumers and deal with them in positive
manner. It helps in enhancing their morale and performance level. From this, they will focus on
attaining the strategic goals and objectives of an organisation.

TASK 3
P4 Different criteria to identify the potential audience for a new corporate event
Jack Morton can gain the better opportunities to organise new event for Small &
Beautiful restaurant in London. It is a restaurant with classic menu and rustic interior. This
restaurant conducts the live music sessions so that people can enjoy the food with music. It helps
restaurant to enhancing its consumer base for gaining more profit and sustain for long time
period at market place. In addition to this, new corporate event is related to introduce new food
items and drinks through Small & Beautiful restaurant. The event can impact on business in a
negative or positive way (Edwards and Bowen, 2013). If in this event, gathering will be high
then it will help in enhancing sales and profit level of restaurant. On the other hand, if event will
not target the more audience then it will negatively impact on reputation of restaurant. The
criteria to determine potential audience for new corporate event given below:
Restaurant location- The location of restaurant is significant factor in identifying what
kind of consumers will attract. Those people which live near the restaurant are the main target
audience of launch the new drinks and food items by Small & Beautiful. The people which
residing near restaurant can come at any time even in the busy schedule. They can take interest in
event and also prefer to purchase the new food items and different flavoured drinks. If in case the
location of restaurant is out from the city then people are not able to come and it impacts on the
business of restaurant.
Income level- It is a main criteria of choosing the right guests for introducing the new
dishes. Through this criteria, it has been determined that people can able to purchase the food
from Small & Beautiful restaurant. For this event, chosen people will be considered as an
audience.
Interest in Fast Food and drinks- This criteria helps in determining people which like
the fast food items and drinks. If people enjoy the fast food then they can like the new offerings
which will provided by Small & Beautiful restaurant. Through using Artificial Intelligence,
choices and behaviour of the existing consumers can be determined (Balsmeier, Buchwald and
Zimmermann, 2013). It will aids in determining people which are the regular consumers and
spend more in purchasing dishes. These types of consumers mainly target for this event.

P5 Key elements of a basic feasibility study for a corporate event
Feasibility study is explained as an analysis that takes all factors of project in to an
account. It is about knowing likeliness of an event to be occur in successful manner. It is
necessary for the Jack Morton restaurant to identified all elements of events and then consider
feasibility of proposed event (Henderson and McIlwraith, 2013). Under this, feasibility study is
to be carried for the corporate events which will organised through Jack Morton. Main elements
of a basic feasibility study for introducing food items and drinks mention below:
Funding feasibility- It requires to predict financial outcome of staging event to
reasonable accuracy degree. It entails preparing budget where all the known cost and expected
revenues are listed. This is necessary that organisers should exercise high realism degree at the
time of estimating revenues. In addition to this, finance manager of Jack Morton should prepare
budget by mention all the necessary expenses in systematic manner.
Venue Feasibility- In this, those people are responsible for evaluating feasibility of event
should be consider that there is an access to suitable venue. It is necessary that venue needs to be
equal or better than expected standard through all the stakeholders. Jack Morton should consider
that venue should be better so that people can attract and enjoy the new event in a better manner.
Time feasibility- There are many important factors which identify that there is a
sufficient for make essential plans to stage special event. It is necessary to book venue in
advance and it has direct bearing on staging feasibility of an event. In context to introducing new
food items and drinks, Jack Morton needs to decide a specific time period. On the other hand,
event manager of this company will give advertisement about date, time and venue of event so
that people can join (Alkhafaji and Nelson, 2013).
Risks feasibility- Under this, event staging has risk for organisers which should be
understood as well as examined. It is important that organiser should have confidence so that
event can be conducted successfully. For reduce risk, organisers should have the contingency
plan to assure about well- being and safety of all the participants. Equipments and venues will
not be suffer from the unexpected loss.

TASK 4
P6 Plan for a corporate event, applying key planning and promotional principles
Corporate event needs company and attention in detail. In this, failure to the plan and also
anticipate details of event will result in impacting experience of the event attendees. For making
the event of Small & Beautiful restaurant successful, there is a need to manager of Jack Morton
to develop a plan in systematic manner. It will aids in enhancing event effectiveness in
considerable way. By applying promotional and the planning principles, Jack Morton developed
a plan that given below:
Decide event objectives- The corporate events are mainly instigated for reason and this
should key objectives at the time of planning process (Soltes, 2014). Under this, main objective
of conducting this event is to launching or introducing the new food items and different
flavoured drinks by Small & Beautiful restaurant for enhancing sales and profit level.
Organise team- Any kind of event takes concerted effort of team to handle all details.
There is a need to appoint the one key manager that can able to give responsibilities to all teams
members such as publicity, venue management, entertainment etc.
Decide venue and date- It is one of the most necessary factor that is necessary to decide
by company for conducting an event. Venues and date of an event should be pre- decided by
Jack Morton so that people can easily join the event and also take better experience.
Established budget- It is most necessary part in planning an event by considering all
cost and expenses. Budget can include expenses such as venue, décor, staff, entertainment, food
and drink etc.
Right service for guests- This is necessary for the event manager to determine what
services will good for the guests which attending an event. If the guests will not happy with the
services then they will not prefer offering of Small & Beautiful restaurant. So, it is necessary to
select the right services for guests (Muda and et. al., 2018).
Some of the principles related to promotion and planning includes through event manager
in developing event plan mention below:
Principle of Promotion
 Online promotional techniques like social media should use for the promotional event.

 Event manager should target the loyal consumers to enhance repeated system.
Principle of Planning
 There is a need to manager to ensure all the activities in systematic manner.
 Manager needs to plan all the event related activities systematically (Ak and et. al.,
2013).
P7 Process taken for the planning and promotion of a corporate event
Under this, manager should adopt some of the planning principles for event. It will aids
manager of Jack Morton to final everything with guarantee that event will be conducted or
organised without any kind of contingency. Evaluation of processes taken for planning and
promotion of the corporate event mention below:
Detail planning- This is main principle concerned with organizing the corporate events.
Jack Morton manager is expected to finalize every thing through complete preparation for
reducing risk of contingency or event failure. If not all things are prepared in depth, there may be
some loopholes which may miss the event's agenda.
Information about audience- Under this principle, company should have the proper
information about potential consumers. If the event manager is not aware about the preferences
of customers then it will be complex to fulfil their needs and it will develop negative impact on
the corporate event of Small & Beautiful restaurant.
Principles of promotion
Strive for repeat business system- This principle is related to promotion of the new
introducing the new products like food items and drinks. In Jack Morton, event manager is
require to revise sales of Small & Beautiful restaurant for identified the regular consumers.
Instead of attracting the new customers, it is beneficial to sustain previous ones (Edwards and
Bowen, 2013).
Use online resources- In this, Event manager developed an event on social sites like
Twitter, Instagram and Facebook where all information regarding the upcoming event is cited.
Because of vastness of the social media, more people will able to recognize Small & Beautiful
restaurant business expansion and can come to an event. If in case social media is not used, then
event manager will face some difficulty in promotion.

CONCLUSION
It has been concluded from the above mention report that corporate events management
consists those events which are related with the business and include business people or
customers of an organisation. In this report has been studied about the various kinds of corporate
focused events such as Exhibitions, Sales meeting, Product launch event, Networking events in
detailed manner. There has been discussed about the difference among the leisure and corporate
events in a better manner. Time feasibility, Staffing feasibility, Funding feasibility are the main
elements for basic feasibility study of corporate event.

REFERENCES
Books & Journals
Bowdin, G. and et. al., 2012. Events management. Routledge.
Bladen, C. and et. al., 2012. Events management: An introduction. Routledge.
Yeoman, I. and et. al., 2012. Festival and events management. Routledge.
Jones, M. L., 2017. Sustainable event management: A practical guide. Routledge.
Agrawal, A. and Cooper, T., 2017. Corporate governance consequences of accounting scandals:
Evidence from top management, CFO and auditor turnover. Quarterly Journal of
Finance. 7(01). p.1650014.
Flammer, C., 2013. Corporate social responsibility and shareholder reaction: The environmental
awareness of investors. Academy of Management Journal. 56(3). pp.758-781.
Welford, R. ed., 2016. Corporate environmental management 2: Culture and organization.
Routledge.
Ak, B. K. and et. al., 2013. The use of financial ratio models to help investors predict and
interpret significant corporate events. Australian journal of management. 38(3). pp.553-
598.
French, P. A., 2015. Corporate moral agency. Wiley Encyclopedia of Management, pp.1-3.
Edwards, P. and Bowen, P., 2013. Risk management in project organisations. Routledge.
Balsmeier, B., Buchwald, A. and Zimmermann, S., 2013. The influence of top management
corporate networks on CEO succession. Review of Managerial Science. 7(3). pp.191-
221.
Henderson, E. and McIlwraith, M., 2013. Ethics and corporate social responsibility in the
meetings and events industry. In Ethics and corporate social responsibility in the
meetings and events industry. John Wiley & Sons, Inc.
Alkhafaji, A. and Nelson, R. A., 2013. Strategic management: formulation, implementation, and
control in a dynamic environment. Routledge.
Soltes, E., 2014. Private interaction between firm management and sell‐side analysts. Journal of
Accounting Research. 52(1). pp.245-272.
Muda, I. and et. al., 2018. The Analysis of Effects of Good Corporate Governance on Earnings
Management in Indonesia with Panel Data Approach. Iranian Economic Review. 22(2).
pp.599-625.
Online
Enliven., 2017. 5 Types of Customer-Focused Events to Grow Your Business. [Online].
Available through: <https://www.enlivenpg.com/blog/2017/7/27/5types>.

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