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PEM UNIT 5 - Principles of event management

E - Business and Accounting (Bangalore University)

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UNIT 5
CORPORATE EVENTS
Meaning and definition
A corporate event can be defined as- Agathering that is sponsored by a
business for its employees, business partners, clients and/or prospective
client.These events can be for largest audiences such as conventions or
smaller events like conferences, meetings or holiday parties.
Corporate events are private events held by corporations or business firms
for their staff, clients or stakeholders. These events can be for larger
audiences such as conventions and conferences, or smaller events such as
retreats, holiday parties or even private concerts.
Popular types of corporate events
1. Seminars and conferences

Purpose: Organizations plan and hold these meetings with targeted

audiences, and provide them with relevant information.
Description: Seminars are usually shorter events, lasting a couple hours,1/2day,or a
even a whole workday .They have single or multiple speakers,and generally keep all
participants together in the same space.Conferences,on the others hand, typically
have multiple sessions that occur concurrently that are geared towards different
interests, different position or roles, and even skill level.They are typically held at
hotels, begin with a keynote session and then hold breakout sessions by topic.A
conference is usually planned for at least half of a day though generally conferences
span the course of in to two days or something longer.
2. Trade shows
Purpose: organizations attend trade shows as a lead generation activity. They may also
choose to host or sponsors a trade show to reinforce their images as an industry leader
among those who attend,such as members, customers, prospects,and suppliers.
Description: event planning for trade shows involves negotiating sponsorship rates
for trade show booth space,advertising and promotion at the event, and sometimes
speaking opportunities at the event for the leadership in the organization to speak
.Many logistical details exist to assure that trade show booth,promotional
materials,giveaways,and staff arrive on time for your company.
3. Executive retreats and incentive programs
Purpose: Executive treats and incentives programs are often held at luxury resorts in
exclusive destinations, and they receive the most visibility in an organization.Business
development and organizational planning are typically the topics agenda, but equal
weight is given to enjoyable activities as part of the original incentive and reward.

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Description: Executive retreats and incentives trips typically last between three
and five days and require attention to site selection, lodging,transportation,
catering,business meetings, and golf and other activities.Negotiation skills must be
sharp because these programs involve all aspects planning.
4. Sports / Golf events
Purpose:One favourite event at every organization is to hold its annual sports /
golf outing.Relationship management is the primary objective;however,business
content must always drive event planning, not the other way around.
5. Appreciation Events
Purpose: These programs allow an event host to spend informal time with its
guests in a non-traditional environmental, giving both parties an opportunity
to build a rapport and learn more about mutual business priorities.
Appreciation events can range from programs geared toward employee
appreciation to those for showings clients’ appreciation,
Description:There are limitless possibilities and types of appreciation events
that organization hold throughout the year.Common programs include:
(1)Dinner and theatre,(2)Day at the race trace ,(3) suites at sporting arenas,
(4) Day and evenings cruises,(5)Private parties at music festivals,(6)Holiday
parties,(7)Tickets to the most popular events in town.
6. Company or organization milestones
Purpose:Company milestone provides a business or organization the opportunity
to celebrate a grand opening or other major milestone or anniversary.
Description:Company milestone events vary significantly in their execution, but
tend to follow similar programs as employer and clients appreciation events .These
types of events tend to be celebratory in nature and can be limited to company
employees on the company’s size and importance in the community.
7. Team Building Events
Purpose: Team building events are meant to build upon the company’s strengths
while building employee confidence, goodwill, and morale.Team buildings events
also provide the unique opportunity for employees to spend time together in a non-
work environment working together to solve puzzles and complete activities. Team
buildings events are meant to do just in buildings strongest teams.
Description:Corporate team buildings events have been epitomized by
outdoor and physical group activities.In fact, there are companies all around
the nation that specialize in hosting team buildings events indoor and
outdoor courses.Team buildings vents can also focus on other types of team
buildings activities from workshops to sensitivity trainings.
8. Product launch events

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Purpose: Product launch events can include internal product launch

meetings to inform all employees across the company about upcoming
products to full –blown product launch parties to create buzz surroundings
the products’ release among consumer and the media. Product launch
events are most common for business to consumer (B2C) companies.
Description: Productlaunch events are generally meant to generate media coverage
and industry buzz prior to a product’s release .The launch events may include a flashy
introduction to the product along with an address from the companies most important
executive .Large product launches also tend to be very much big party with well–know
guests, dinner, and entertainment depending on the industry.
9. Board meetings and shareholders meetings
Purpose:Board meetings and shareholders meeting both serves extremely
important purpose for both private and public companies.Board meetings serves as
an opportunity for board members to meet review business performance and meet
with company executives to make important decision .Shareholders meetings ,on
the others hand, provide companies the opportunity to share recent performance,
targets, futuregoals, and business strategies with its shareholders.
Description:Annual, bi-annual or even quarterly meetings can be small internal meetings
of board members or large –scale prestigious business events for shareholders. Size
range depends on the size of the company and shareholder turnout.
ARRANGEMENTS MADE FOR VARIOUS CORPORATE EVENTS:
The corporate event manager after planning for the particular event must
make necessary arrangements in order for achieving success of the event
which is organized. Event manager do the entire work by himself or allot
people who are specialized in the following areas. Only if the arrangements
are made well it will lead to a successful event. The following arrangements
which are made by the corporate event managers are:
1. Site selection: Selection of the site or venue where the event is going to
happen is the first thing which has to be looked in by the event corporate
organizer. The event manager must visit the place personally to have a
check. He must look into the factors to be considered;
* The size
* The location
* The time and cost
2. Guest list: After having decided the site for the location of the event, a
proper guest list should be made and necessary arrangements should be
made for them if they are travelling from outside.

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3. Transport and Travel arrangements: The event manager must make

necessary arrangements for the guests and VIP’s if they are travelling from
outside. Proper arrangements for their travel should be made.
4. Hotel accommodation: For VIP’s and important guests who are arriving from
outside for the event, the event manager must take care of all the proper
arrangements to be made for their stay. At the end of the day no guest should
go back with a complaint.
5. Lighting style system:In order for the event to look presentable the lighting
must be good. This will showcase the event better.
6. Catering arrangements: Having a good lighting and a good talk about the entire
event without good food can spoil the whole event. It is ultimately said that the way
to make people happy goes from their stomach. The event manager must make
arrangement of good food which will please the audience.
7. Seating: Seating arrangements can be made in round table form or in
horizontal or vertical forms. It is left up to the event manager to put up the
seating arrangements in a presentable form.
8. Speakers: The most memorable aspect of the meeting or event which is
planned {aside from the food} is likely to be the program. Hiring the right
speakers to address participants is crucial. Factors to be considered are:
*Know the program objectives
* Understand audience needs
* Ask for references
* View a demo video
* Don’t assume that all celebrities know how to deliver an effective speech.

* Provide speakers with good information so they give you what you want.

9. Sound quality: If the event manager has arranged for really good speakers
for this event but there is no proper sound quality arrangements made, the
entire event will be disturbed and the people will not like it nor really enjoy it.
10. Conference room design: If there are initial meetings to be held by the
directors of the company and important VIP’s, it has to be arranged by the
event manager in separate conference rooms. The event manager must
personally go to these rooms and have a check whether it will be sufficient to
conduct the conference or not. If not he can make alternative arrangements.
11. Technology: There are no events in the current trend where no
technology is used. The event manager makes use of power point
presentations and other forms of technology to add life to his event. Event
manager must be well upgradable and equipped in, changing trend.

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12. Podium: No event can be conducted without having a podium. It is a must

and should requirement in each event. It is a temporary stage for an event.
13. Entertainment and fun arrangements: This is a must arrangement which
had to be made by the event manager in order to make the audience lively
and enjoy the event to the maximum.
14. Audio visual requirement : In order to make the event attractive and interesting the
event manager must make sure that he not only uses audio but also some video
clippings to show the audience to catch their attention and make it more presentable.
15. Recreational activities : Recreational activities are often done for
enjoyment, amusement, or pleasure, and considered to be “fun”. This can
keep the event going for a long time.
16. Portable bars: This is a must and should in corporate events. Necessary
arrangements must be made for bars in the event. Usually a separate area is
made in order to not disturb the other happenings.
17. Decorations: In order to make the event presentable, decorations are a must. It
gives an appealing look to all the people who are present for the event.
18. Printing arrangements : This facility must be made available in the event
hall. If any information has to be passed it can be printed and circulated
during the event. Initially when people are coming inside the hall the printing
sheet of the happenings of the event can be presented to them.
19. Gifts and rewards: The event manager can make arrangements to give gifts and
rewards to existing employees to appreciate their performance, gifts and rewards
can also be given to new employees as a token of welcoming them into the
company. This can usually be done at the end if the event.
20. Floral arrangements: The event manager must make background
decorations using flowers based on occasion.
21. Musical arrangements: Depending on the type of the audience which has come up for
the event, music can be played. Young crowd prefers loud music and some prefer silent
music. Music arrangements can be made depending on the class of audience.
22. CMP Arrangements: CMP is complete meeting package arrangement.
This is done by the event manager in order to simplify the planning and
budgeting process of the events.
23. Personnel arrangements: Catering to the custom made requirements of
various individuals and groups.
24.First aid arrangements : Basic provisions for medical assistance in case
of emergency situations must be made by the event manager.
25. Safety arrangements: The people who have come in the event generally expect the

environment to be safe and sound failing which they will not want to come for the event.

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A safe environment must be organized for the people who have come in, to
attend our event.
26. Security arrangements: Arrangements of good and full on security should
be provided to high profile celebrities.
27. Electricity arrangements: Proper electricity arrangements need to be
taken care by the event manager. In case of absence of electricity UPS
arrangements have to be made.
28. Water arrangements: During the event apart from beverages, hygienic
water must be provided.
29. Traffic management arrangements: On the day of the event if any VIP’s are
attending, in an around the event area traffic should be maintained well in advance.
30. Parking arrangements: Proper parking arrangements must be made on
the day of the event.
31. Street closure: If the street in an around should be closed, necessary
permissions must be taken by the event manager.
32. Waste and environmental arrangements: after the event the work of the
event manager does not come to an end. He has to give directions to clear of
all the wastes and keep the place and surroundings clean. Event manager
should have a waste disposal strategy, or a plan for disposing waste.
33. Cleaning arrangements: Proper and timely cleaning must be done
regularly during and after the event. If all these arrangements, planning to be
made well in advance and in a proper way, all things will go on smoothly and
the event will definitely be successful.
PLANNING OF CORPORATE EVENTS
1. Conceptualize big idea with a theme:
Whether, the corporate event manage is doing a cocktail party, a workshop or
the company picnic, setting a theme gives the tone of the event and gives
him a starting point when picking food, music, decor and more. He should
make sure that the theme is appropriate to the crowd for which is planned. A
large variety of theme ideas can be got online.
2. Guest list creation:
Deciding the ideal guest will depend on the goals. Potential clients,
community leaders , employees, other business leaders, current customers
and clients. After determining the target guest, he should create a reason for
the guests to attend. Well-known speakers, sneak peeks of new launches.
3. Determination of budget:
The corporate event manager must have a realistic idea of what it will cost to host an

event. He should not reserve a venue or choose vendors without finalizing this

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important number. Depending on it budget can be allocated to each category. The main
categories would be venue, food, decor, entertainment. Other categories would be
hotels, transportation and parking rentals, a/v, stationery and design and insurance.
4. Selection of date and day:
While looking at possible dates, one check the calendar to also look at holidays,
local events, sporting events and scheduling conflicts of your companies’ leaders.
5. Choice of location:
The first criteria are to make a list of venues that are available, fit the budget
and have the space for guest count. Even more important is that he should
find a location that creates the style and feel for the event that matches the
desired goals. The theme and colors should complement the venue
6. Decide on promotion and tickets:
Depending on the goal of the event, the manager may want to create a
promotion committee to raise awareness and increase attendance. Along
with promotions, deciding on a marketing strategy as well as possible thank-
gifts and swag for attendees can be added. Ticket sales may also be a part of
the plan if the goal is to raise money for a non profit cause.

7. Connect with vendors:

The manager must hire vendors to fill needs that can’t be filled from within
the company or if management decides not to take staff away from regular
duties. These would include event planners, venues, caterers, florists, decor
and rentals, a/v, lighting, entertainment and marketing.
8. Start making appointments to view locations and meet other vendors:
The manager must discuss room rental costs and what is included in those fees.
Manager should determine the visiting hours that visitors have access to the room.

Ex. If event manager can bring in his own caterer, he should start meeting with
potential vendors to taste their food and determine their pricing. He should
determine the venue requires him to bring in outside security for the event. This not
only protects from liability, but this can help keep outsiders from crashing into the
party. He must look to hire a licensed bartender if the facility cannot provide one. He
should find out if the venue can provide decorations or if he has to supply his own.
Some facilities have a wide variety of items that he can use such as candles, mirrors
to set on the table, glass jars, etc. So if he can take advantage of anything being
provided for free, he can save quite a bit on his budget.
9. Determine the menu with caterer or facility:

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Event manager should determine the timing and manner of serving. Will it be
a buffet or a sit-down, plated meal? Is he doing appetizers ahead of time,
and/ or considering a dessert bar later in the evening? He has to iron out the
exact details and timing so that his guests don’t go hungry at any point.
10. Sign contract with vendors:
This has to be done to and make sure that they provide him with a copy of the contract.

11. Entertainment and photography:

These two areas are sometimes overlooked at business parties. Entertainment can
add to the atmosphere, energize and create an unforgettable experience. Having a
photographer at the event is vital for capturing images to use for PR, newsletters,
stockholders meeting, and advertising.
12. Purchase decorations to match your theme:
Different types of corporate events will require different decorations. Based
on the requirements decorations can be chosen and picked.
13. Create and send out invitations via traditional mall or electronically:
The corporate event manager can send the invitations to the audience
traditionally or by mail.
14. Prepare a to-do list timeline:
If there are any details that need to be covered or are time-sensitive, he has to
ensure that he has created a countdown list to stay on top of the minute detai
15. Create and agenda:
Unless the event has a cocktail or mingling type atmosphere, creating
agenda is a must. This will keep guests informed of workshops, speakers,
product demo and more. These could be a physical program, a large
billboard type piece or a digital catalogue. For smaller more casual events,
posting an event flow will keep guests from getting bored or leaving early.
16. Confirm details:
This is where the logistics and details need great organization and oversight.
A timeline must be setup, during the event and post- event. Details regarding
staffing, guest admission and seating, stationery - programs, menus,
invitation, swag and giveaways, speakers and workshops, parking and
transportation etc .Must be looked in to by the corporate event manager.
17. Create energy:
The corporate event manager use traditional and social media to promote the event.
Hash tags are a great way to create community and promote on twitter and instagram. He
should have a staff member harness social media during the event to post pictures on
Facebook and instagram, reply to tweets, and engage with hash tags.

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18. Check and double check the list:

The week before, the day before and the day of check should be done by the
corporate event manager. He has to make sure that nothing is forgotten.
19. Have a designated errand person chosen:
This is done so that the key staff can stay and orchestrate the event and the errands
can be run by the person, for any additional items that need to be picked up.
20. Following up
The corporate event manger must collect suggestions from attendees. Have
decision makers write up their opinions of the planning process, event
results and meeting goals. He should compare estimate budget to final costs.

JOB RESPONSIBILITY OF CORPORATE EVENTS ORGANIZER.

1) Marketresearch.
The first responsibility of research organizers is to conduct market
research to identify opportunities for events.Market research helps event
organizers to make requirement analysis of the client.
2) Analyzing event requirement.
In the requirement analysis,company should tell the client about the
various requirements based on the proposed event.
3) Budget preparation.
Preparing a budget is a major issue in an event management companies.Each
event varies in its magnitude and requirements.Therefore,budgeting exercise should
be done with lot of caution.
4) Safety and health obligations.
Safety and health issues are equality important as the main event.The
organizers should take care of health, security and safety of the participants.
5) Venue management.
Participants expect enjoyable experience by attending the event.Therefore, it is the
prime concern of the organizers to offer good hospitality to the participants.
6) Organizing facilities.
Apart from conferrable event venue , the organizers should take care of the
other facilities like car parking, traffic control,security,first aid and hospitality.
7) Coordinating.

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Each activity in an event is special. The event organizers should select an

appropriate mix of employees to handle the given task.
8) Selling sponsorship.
Conducting an event is a costly affair. In order to support this, event
organizers may seek help from sponsors. The venue selected should have
allotted spare place for sponsors.
9) Preparing delegate packs and papers.
Event organizers should prepare resource kit for the participants. The kit
may include writing pad,pen,pencil,eraser,sharpener,white sheets etc.
10) Promotion of the event.
The event organizers should seek the help of employees of the
organisation to join hands in promoting the event in the market.
11) Feedback.
Event organizers should device a mechanism to obtain constructive feedback
from the participants. This is usually captured through a structured questionnaire.
12) Clearing the venue.
After the event is complete, the event organizers should ensure that the
temporary erections are removed; venue is neatly cleaned and cleared.
13) Post-event evaluation.
After completing every event, it is advisable to evaluate the whole event. The
evaluation should be done against the predetermined expected outcomes.
14) Preparation of reports.
Event organizers should prepare a report about the entire proceedings of the event.
These reports act as future reference materials.

BUDGETING OF AN EVENT
Planning a corporate event can be complicated, and there is much to prepare and
coordinate to ensure that event is successful. One of the biggest concerns is
keeping within a set budget, and realizing a satisfactory return on investment. The
corporate event manager can prepare a workable budget for their corporate event,
and to ensure that their financial investment does not go unrewarded. It includes-
1. Basic Expenditures
The first step in preparing a budget for any corporate event is to identify
basic expenditures. While this may seem roughly obvious, without a definite
outline of expenditures it is all too easy to run over budget at the last minute.
Basic expenditure should include the following:

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1. Cost of the hired venue.

2. Cost of speakers or paid guests.
3. Printing costs for leaflets, hard copy presentations, etc.
4. Cost of rental equipment, including projectors, sound system, staging, and
internet access.
5. Cost of decorations and furnishings.
6. Cost of marketing and promotion.
7. Cost of catering, including wet bar and service staff.
2. Return on Investment
After tallying the basic expenditures, manager will have a rough idea of the
operating budget. The next step is to decide what to achieve from the event, and
how it can be measured. If the event is meant to train or educate the staff on new
products or procedures, the return on investment will be more difficult to gauge as
the end result of the event will probably not be immediately financially quantifiable.
3. Money Saving Tips
While conducting an event corporate event manager should save money as
far as possible. The following tips can be used when planning corporate
event, to keep costs under control.
1. Avoid Impulse Purchases-This applies to any corporate event. It is all too
easy to get caught up in the planning stages, and to decide if it requires extra
decorations, food items to really make the event a success.
2. Cut Your Catering Cost- On average, most people planning a corporate event order more
food than they need. It is natural to want to ensure that there is plenty to go around, but
this often leads to waste. So the event manager must set a preliminary catering budget.
This will save money on catering bill, and will lead to less wastage.
3. Monitor All of Your Expenses- When planning any corporate event, there may be
many different people in charge of various aspects of the proceedings and in charge
of various pay-outs. The manager must keep a close eye on all of the expenditures,
and monitor staff to ensure that they are not going over budget in any given area.

Managing the Budget the Right Way

The corporate event manager must manage his budget in the right way by
making use of the following:
1. Track site rental costs: As the manager plan the event and meet with the
venue sales manager, he has to track all projected rental fees for the event
and function space, housekeeping, baggage handling, and related expenses.

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2. Estimate catering costs: This includes all food and beverages charges,
including tips and gratuities which can account for up to 30%.
3. Document transportation charges: This includes shuttles, coaches, event
transfers, and any related expenses.
4. Add decor expenses: Most events include expenses for decor, such as
centrepieces, floral, tent rentals, etc.
5. Document entertainment & equipment fees: common expenses in this
category include the A/V equipment, but it’s also a good spot to list
honorariums to speakers or if the manager is hiring entertainers.
6. Summarize printing charges: Several small item charges actually combine to
make a larger expenses line item. These include invitations, name badges,
program booklets, event signage and banners.
7. Line items for gifts: The event manager should never allow a guest to leave
empty handed. So, whatever gift or gifts he provides, he should track the
cost for them separately.
8. Identify activities expenses: If the event includes activities such as golfing, tennis, spa,
rafting, biking, or other activities, he has to make a note of the cost of fees separately.
9. Post other expenses: If expenses doesn’t fall into any of the above categories, the
manager can list them as a miscellaneous expenses item here.
10. Give yourself a contingency fund category: Depending on the size or
complexity of an event. Despite the best planning, charges will exceed so the
corporate event manager must plan well in advance.
11. Summarize projected expenses: As the manager builds his event program,
he will have a good projection of the total expenses. This is the information
that can be shared with the event client to make sure they are aware of the
event budget so that later there aren’t any surprises later on.
12. Summarize actual expenses: This happens after the event concluded. The event
manager should subtotal the invoices into the above 10 categories and document
the actual budget. If extremely favourable, he should identify savings in actual
budget vs. the projected budget, demonstrating the value-add.

SECURITY PLAN:
The security plan for the guests and participants in corporate events must be:

A) Deigned to provide enhanced guest and employee safety.

B) Unrivalled levels of security awareness and customer service skills.
C) High calibre individuals with the skills, aptitude and positive attitude
that our customer demands.
D) The highest standards of presentation, with uniforms to suit all requirements.

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E) A commitment to exceeding our customers’ expectations.

Health and safety at corporate Events

Health and safety should be of top priority before starting to add fancy
lighting to event tent or rolling out the red carpet.The essential areas you
need to investigate and check off list, to make you corporate event safe:
1.Capacity.Before the manager does anything else , he has to make sure to choose
the venue and it has enough capacity as specified by fire safety authorities for all of
his guests, as well as staff members, entertainers , vendors and volunteers.
2. Temporary Structure (i.e.stages and platforms). According to the Health
and safety Executive (HSE), event organisers needs to use contractors
who specialise in temporary demountable structure (TDS) for everything
from the design to the final installation of the stages or platform. The
manager has to provide accurate details on what the structure will be
used for, by how many people and the weight of equipment placed on it.
3.Risk assessment. If the manager feels lack of knowledge or experience (or time), he
should instruct a professional to carry out a full assessment of all potential hazards.
These include obstacles and tripping hazards, fire safety issues, electrical safety ,
flammable materials and anything else that could potentially cause harm .He should
think through every possible worst case scenario, no matter how remote the chances
of it happenings and have a plan in place.
4. Emergencyroutes, lights and signage : Signs pointing to fire escape and
emergency exit routes, as well as emergency lighting (if the power goes out) and
all relevant health and safety signage, are require by law at public events.
Manager should not forget to fit smoke detectors and fire alarms (or test them if
already installed) and designate an assembly point in case of evacuation, placing
more signage to tell people where it is. Signage and lightings are easy to fit in a
versatile venue like an event tent, often used for corporate events.
5. Training: Whatever safety plans are be put in place, every members of
the team needs to be informed. Carry out basic trainings to ensure that
every steward and staff members knows enough about your safety plans
to instruct delegates to the event.Responsible event organizers will have
a list of safety precautions twice as long as this one, but these are the
essentials to tick off in order to ensure a safe and productive event.
Main points to be considered to provide Safety and Security in events
1. Safety of the event audience –The audience who have to see the event
must feel a sense of security.
2. Safetyand security of the performances,VIP’s: Any important people
coming for the event must be taken care of in the right way. Performance
if any must be done with full safety provide to the participants.

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3. Health and safety of the staff- All the staff who are involved in the event must
be given proper safety measure as they are the main people of the company.
4. Security of the premises,Equipments, Cash etc.-The place where the
event is running must be covered with full proof security .Any equipments
if used must be safe and secure.
5. Communications(Meetings,Reportingrelations, Emergencyreporting
relationships,Communication methods)-Any emergency cases must be
immediately reported to the event manager so that it can be resolved at
the earliest. 6. Emergency access and emergency management-In case of
emergency requirements the problems must be solved then and there for
the smooth running of the event.
7. First aid –Accidents in any occur in the event, proper first aid must be
provided and the problem must be solved on the spot, without causing
serious harms to the person.
Creating a Blueprint:
Blue print can assistant the corporate event manager in sites selection, music
menu development,audio/visual equipment, and entertainment ,allowing him to
create memorable event experiences that yield success.
Blueprint for Event planning success
1. Develop strategies for success.
A) Make sure the purpose for the event is important enough to merit the time and
expense needed to properly stages, publicize and evaluate the event.
B) Carefully match the type of event that is selected to the purpose that it servers.

c) Ensure that all the employees support the corporate event.Select a

working committeewith board representation.
D) Target groups that have a special stake in the event.
E) Start planning at least three months, and in many case, ayear ahead of time.

F) Develop ways to evaluate the event’s success.Measurable event

objective may include attendance, the amount of money raised, and the
number of library cards issued or increases in circulations.
G) Talk to others people who have successfully staged similar events.
2. Get the event approved: After the strategies for the events are decided
the corporate event manager must get approval from the director of the
company for the event which is going to be organized.
3.Choose a date and time: A date and time shouldn’t be choose
randomly .The corporate event manager must choose an appropriate date
and time for fixing the event which has to be organized.

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4. Secure the venue: If the event is hosted on campus of office, the event
may be free of charge, if the event is being hosted off campus; there are a
few more steps to be taken.
A)Secure the venue well before the event for the best choice in availability
.Some venues book up to years in advance.
B) Look into venues that work with the budget that is created .Corporate
events manager should not waste time looking at space you can’t afford.
C) Choose a venue that can hold the estimated capacity.
D)Location of the event is important .The corporate event manager look at
the proximity of where the venue is located in comparison to where your
attendees will be coming from.
E) He should read any contracts in their entirety before he sign. Ask
questions if he does not understand the wordings.
5. Create Publicity and promotional items:
The ways to publicize the events are endless.A few favourites include:
A) Teaming up with boardcast departments o create a promotional video.
It can be played at upcoming events or shared via social media.
B) Speaking to journalism, business and ad/ marketing classes.
C) Reaching out to on – campus media.

6. Make a checklist: A checklist provides a step- guide to organizing and

executing a corporate.

7.Create a budget:
The objective is to provide event planners with a financial blueprint.The budget
should be specified, and include revenue opportunities (sponsorship, ticket
sales, donations. Concession sales) as well as expenses printings, permits,
insurance, speakers, food, supplies, security) .
8.Plan publicity:
Promoting a special event takes creative thinking balanced with
practically.The primary objective is to public the event, but secondary
objective should be considered.
A) Are you trying to inform,educate or entertain?
B) Increase awareness or attendance of the event?
C) Build a base support from a specified audience?

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D) Facilitate good community relations? Brainstorm all the available

media in including marquees, school newsletters, church
announcements, and cable commercial stations.
Make a details list with names of whom to contact and when.

9.Consider logistics: With many activities goings on simultaneously,there are many

details to be checked. Major areas to consider and plan for include: size of space or
building used, utility support needed, setup (tables and chairs, tents, portable
toilets, parking, signage)coordination, cleanup, emergency plans. Transportation
and public services such as police and fire departments.

10. Evaluate the event:

Take time to evaluate right after the event while the details are fresh. The
event manager may want to consider having a questionnaire for participants
to fill out .Some general evaluative criteria include:
A)Did the event fulfil its goals and objectives? Why or why not?
B) Identify what worked and what needs fine –tuning .Which vendors should
be used again?.
C) What items were missing on the checklist?
D)Was the event well attended?
E )Was informal and formal feedback about the event
positive? F) Given all that went into staging, was it
worth doing? Corporate Entertainment
Corporate entertainment is a private event held by the corporate or
businesses firm for their staff, clients or stakeholders. The events can be for
large audiences such as conventions and conferences, or smaller events
such as retreats, holiday parties or even private concerts.
Good corporate entertainment can leave guests with memorable experiences
and reinforce a company’s image, brand and corporate message.
The Various Corporate Entertainment Ideas include:
1. Comedy Waiters- They are an unexpected twist for everything from the
executive luncheons to the full service banquets.
2. Classical Music-It provides a level of ambiance to meals. This could be
solo artists a duo or trio.
3. Corporate Comedian-Lightens the mood. Creates camaraderie and makes
memories by providing unique perspectives.
4. Ventriloquist-A unique form of comedy that is seldom seen live.

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5. Magicians-Offers options for atmosphere entertainment by moving in the

audience during cocktail hours or providing after dinner shows.
6. Jugglers-They can keep people on the edge of their seats with incredible
skills using knives, fire etc.
7. Imposter and Comedy Speakers- They can motivate audiences and break
tensions from a day of workshops, training or meetings.
8. Game Shows-They can help guests get entertained and pull them into the
act. It helps in team building.
9. Hypnotists- They help in involving the audience and make them the stars of the show.

10. Mentalists -They can engage your audience with super natural mind reading
and memory stunts.
11. Strolling, Roving or Atmosphere Entertainers-They include magicians,
musicians, human statues, fortune tellers etc.
12. The Non Entertainer Forms of Corporate Event Activities-(photo both, video

games, video booths, arcade games and laser tag).

Need for Corporate Entertainment

Corporate entertainment is needed for the following reasons:
1. To attract new clients and keep existing ones happy. Entertaining new or
existing clients is a proven method of doing business and boosting sales.
2. Is to reward employees for their hard work throughout the year.
3. Can help to not only build a lasting memory of the event, but also of the
company that hosted the event.
4. It is a fantastic way of letting the existing employees knows how much you appreciate
their loyalty to your business, and that you wish to continue working with them.
5. Will enable to forge the good working relationship with new clients and allow
discovering exactly what they require from you in an informal and relaxed way.
6. Employees will remain loyal to companies that treat them well. A good
corporate entertainment can relax all the employees.
7. The main reason to host a corporate entertainment event is as a reward and
“Thank You” for employees, recognising their hard work and input over the year.
8. It helps in solving the inter problems amongst the employees who are
working in that particular organisation.
CORPORATE REPORTING.
1) Integrated reporting.

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Integrated reporting is about connecting information about an organisation’s

current decisions with its future prospects;connecting information about
strategy,risk,remuneration,performance,environment,society etc.
2) Financial reporting.
At the core of corporate reporting model is the financial reporting
model,consisting of financial statements and accompanying notes that
comply with generally accepted accounting principles.
3) Corporate governance.
The processes by which companies are directed and controlled.Levels of disclosure
differ worldwide but might include information on board composition and
development,accountability and audit and relations with shareholders.
4) Executive remuneration.
How executives are rewarded,both in the short and longer-term,for delivering
their company’s strategic objectives.
5) Corporate responsibility.
Corporate responsibility includes the communication about how
companies understand and manage their impact on
people,clients,suppliers,society and environment.
6) Narrative reporting.
Narrative reporting is short hand for the critical contextual and non-
financial information that is reported alongside financial information to
provide a broader, more meaningful understanding of a company’s business.
REPORTING OF CORPORATE EVENTS.
1) Title section.
If the report is short, thefront cover can include any information that you
feel is necessary including the authors and the date prepared.
2) Summary.
There needs to be a summary of the major points, conclusions and
recommendations. It needs to be short as it is a general overview of the report.
3) Introduction.
The first page of the report needs to have an introduction.You will explain
the problem and show the reader why the report is being made.
4) Body.
This is the main section of the report. The previous section needed to be

written in plain English,but this section can include jargon from any industry.

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5) Conclusion.
This is where everything comes together. Keep this section free of jargon
as most people will read the summary and conclusion.
6) Recommendations.
This is what needs to be done. In plain English,explain your
recommendations, putting them in order of priority.
7) Appendices.
This includes information that the experts in the field will read.It have all

the technical details that support your conclusions.

QUESTIONS
Section A(2m)
Q1. State the meaning of corporate events
Q2. What is a corporate blue print?
Q3. List any 4 types of corporate events.
Q4. State any 4 corporate events entertainment ideas.

Section B (6m)
Q1. Explain the steps involved in creating a blue print for corporate events.
Q2. What are the safety and security measures to be undertaken in planning
corporate events?
Q3. Explain briefly importance of corporate entertainment
Q4. Write a brief note on corporate event reporting.

Section C (14m)
Q1. What are the arrangements to be done while planning a corporate event? Explain

Q2. Is entertainment needed in corporate events? Discuss.

Q3. What are the different types of corporate events? Explain.
Q4. What are the job responsibilities of corporate event organizer?

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MODEL QUESTION PAPER

SECTION - A (Answer Any Five) 5 X 2 =10

1.
a) What is the meaning of event?
b) What are the methods of record keeping?
c) What is an event management plan?
d) What are utilities?
e) What is a planning schedule?
f) What is the meaning of checklist?
g) What is a corporate blue print?

SECTION - B (Answer Any Three) 3 X6 = 18

2. What are the steps in developing a record keeping system?

3. Explain the taxes applicable to event management.

4. “Media management is very important for an event management firm”.

Elaborate on the statement.
5. Write a brief note on corporate event reporting.

SECTION- C (Answer any Three) 3x14=42

6. Is entertainment needed in corporate events? Discuss.
7. What are the types of media used in Public Relations? List two
advantages and two disadvantages of each type of media.
8. Who are the key decision makers in event management? Explain.

9. What are the permissions, licenses and policies required for planning

and conducting an event? Explain in detail.

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