2. TYPES OF EVENTS
CORPORATE PRIVATE
• Conferences
• Business Dinners
• Tradeshows / Fairs
• Product Launches
• Seminars
• Team Building
• Press Conferences
• Incentive Travel
• Networking Events
• etc…
• Weddings
• Anniversaries
• Birthday Parties
• Festival Gatherings
• Debuts
• Engagement Dinners
• Private Dinners
• etc…

3. WHAT IS EVENT MANAGEMENT?
Event: “An event is something that
happens at a given place and time for a
reason with someone or something
involved.”
Management: “Management could be
defined as the act of applying
necessary skills in all business and all
human resourceful activities to
accomplish desired goals and
objectives.”
“The process of creatively applying
necessary professional skills in
organizing a focused event for a target
audience to achieved a desired
objective."

4. EVENT MANAGEMENT
ORGANIZATIONAL STRUCTURE
The work involved in planning, organising and conducting a major
event can be sufficiently great to require the recruitment of a
large team of people. Members of the team may be involved on a
full-time, part-time, contractor, casual and voluntary basis. At the
head of the team is the event director whose job it is to keep
everyone working together for a considerable period of time.

5. EventManager
Programme
Coordinator
Entries, Program Direction, Floor Manager, Technical Directions,
Venue Coordinator
Venue Planning, Venue Bookings, Setup Team, Staging and Venue
Decorations, Signages, etc
Technical and
Logistics
Sounds and Lights Setup, Technical Program Flow, Safety and
Maintenance, Transportation
Promotions
Media Liaison, Publicity, Advertising, Promotional Activities, Media
Kits, Press Conferences
Food and Hospitality
Guest Registrations, Guest Relations, Food and Catering, Marshalls,
Reception of Dignitaries, etc.
Merchandising
Coordinators
Sales Team, Hand-outs and give-aways, Product Placements, etc

6. EVENT PLANNING PROCESS
Successful events are not easy to organize. There are myriad
arrangements to be made and checklists to be ticked before the
big day; but the hard work doesn’t stop there. Every good event
organizer knows that their work continues during and after the
event to create a memorable brand experience that meets all
their business objectives.

7. 1. CREATING THE EVENT CONCEPT
• Feasibility Study – Select and Event
• Concept Development – Timing, Skills?
• Contextual Factors – Budget, legalities,
economic, socio-political, technological and
environmental factors
• WHY – Define the purpose of the event
• WHO – Key markets, attendees, guests, VIPs
• WHERE – Location / Venue
• WHEN – Timing and Duration
• WHAT – Type / form of the event, scale, key
programs, creative elements and theme

9. 2. PRE-EVENT
1. Proposal
2. Budget
3. Venue / Site Selection and Design
4. Production Schedules
5. Speaker and Supplier Checklist
6. Sponsorship
7. F&B Menu
8. Guest list
9. Risk Management
10. Marketing
11. Promotion

10. 2.1 EVENT PROPOSAL
• AN EVENT PROPOSAL IS A WRITTEN CONTEXT OF OFFERING EVENT PLANNING AND MANAGEMENT
SERVICES TO THE CUSTOMER ON A PARTICULAR EVENT. A PROPOSAL MAY INCLUDE SUGGESTIONS AND
IDEAS TO MAKE AN EVENT OVERWHELMING. (EVENT PROPOSAL SAMPLE)

11. EVENT PROPOSAL
CONTENT
1. Executive Summary
2. Contents Sheet – Major section headings + details of any attachments
3. Introduction
4. The Concept
i. Description including broad outline timings for the actual event
ii. Include floor / site plan to assist understanding
5. Meeting the requirements
6. The Budget
i. Basis of Calculations
ii. Income and Expenditures
iii. Cash flow
iv. Details of management fee structure and payment schedule

12. EVENT PROPOSAL
CONTENT
7. Organization Structure for the Event
i. Includes outlines of major responsibilities
ii. Your company profile, references if applicable as attachments
iii. Major suppliers and contractors may be required as well
8. Planning / Logistics
i. Outline to show that you can do it, not so much detail that the client can take the plan and do
it themselves
ii. Risk Management plan is always required
iii. Include operational plans like transport, etc. (only when necessary)
9. Other plans, such as Sponsorships
10.Conclusion and Evaluation plans

13. 2.2 EVENT BUDGET
IDENTIFY INCOME
• Ticket Sales
• Sponsorships
• Merchandising
• Registration
• In-Kind
IDENTIFY EXPENSES
• Food and Beverage
• Administration
• Wages and Salaries
• Venue
• Lights, Sounds,
Visuals
• Staging
• Graphic Designs
• Printing
• Decoration
• Entertainment
• Marketing and
Promotion
• Travel
• Accommodation
• Contingency
See Appendix 1 Sample Budget (CE)

14. 2.3 VENUE, SITE SELECTION AND DESIGNS
• Compatability with the event theme
• Seating Arrangements
• Sight obstruction i.e. pillars
• Storage areas
• Entrance and exits including freight access
• Stage area
• Equipment Available on site
• Access Time
• Power
See Appendix 2 Site Selection Checklist
ITEM A. DEVELOP A SITE SELECTION CHECKLIST

15. • Stage
• Seating and Table Arrangement
• Registration Area
• Equipment Position e.g. Lighting and
Projections
• Decoration Layout
• F&B Stations
• Signs
• Entry and exit including staffing position
See Appendix 3 Layout Diagram
ITEM B. PREPARE A LAYOUT DIAGRAM
2.3 VENUE, SITE SELECTION AND DESIGNS

16. Sample Staging Designs

17. Sample Backdrop Designs

18. Sample Lighting Designs

19. Sample Table Setup

20. See Appendix 4 Ghantt Chart
2.4 PRODUCTION SCHEDULES
• WHAT IS GOING TO HAPPEN?
• WHEN WILL IT HAPPEN?
• WHERE WILL IT HAPPEN?
• WHO IS RESPONSIBLE?
• CONTROL AND MONITORING OF
SCHEDULE
EVENT REVIEW MEETINGS
 TO CHECK PROGRESS VS.
SCHEDULE
STATUS REPORTS
 TO CHECK PROGRESS VS.
SCHEDULE
CHECKLIST
DIRECT OBSERVATION

21. 2.5 SUPPLIERS AND SPEAKER CHECKLIST
SPEAKER
• Send invitation
• Get writing confirmation
• CV and Photograph
• Slide Presentation
• Accommodation and Transportation
arrangement
SUPPLIERS
• List of suppliers
• List of requirements from each supplier
• List of their roles and dates of setup
• Audio/Visuals – projector, notebook, PA system,
microphone, lights, etc.
• Photography – list of preferred photographers and
videographers

22. 2.6 SPONSORSHIP
WHY SHOULD COMPANIES SPONSOR?
1. Gain access to target markets for
promotional messages
2. Generate consumer awareness – used to
introduce or build a brand
3. Positioning / re-positioning of existing
services/products
4. Exclusivity – lock out their competitors
5. Demonstrate product attributes
SELLING SPONSORSHIPS
1. Identify the decision makers in the company
you are approaching
2. Try to obtain a personal interview to discuss
sponsorship
3. Sell opportunities (access to market, meet with
VIPs)
4. Provide a benefit package to meet your
sponsor’s needs
5. Be creative, Be professional
See Appendix 5 Sample Sponsorship
See Appendix 6 Sponsorship Entitlements

23. 2.7 / 2.8 F&B PLANS AND GUESTLIST
F&B MENU PLANNING GUESTLIST
Prepare the Guestlist
Send Invitation
Confirm Attendance
Check and Compare Menu
Food Tasting
Confirm the Menu

24. 2.9 RISK
MANAGEMENT
Identify the risk
Analyze and
Evaluate the
risks
Identify
Options
What can
happen?
How Can it
happen?
Create an
action Plan
Treat the risks
Is a way of helping you to identify and
resolve the risks that could result in
accidents, injury or damage.

25. 2.10 MARKETING STRATEGY
Marketing
Strategy
Identify Target
Markets
Exhibitors Participants
Set Objectives
No. of
Participants
(target)
Gross and Net
Profit
Segment Event
Markets
Geographic
(local, regional,
international)
Demographics
(Age, Gender,
Income)
Socio-Economic
(Education,
Occupation)

26. APPLICATION OF MARKETING STRATEGY
1 . PROMOTION
• Direct/electronic marketing i.e. direct mail,
electronic newsletter, web ads, sms blasts
• Advertising – media releases, media kits, live
media crosses, media sponsors
• Sales Promotion – e.g. cross promo with
sponsors,
• Others – media partnership, etc.
2. PLACE (DISTRIBUTION)
• Direct Distribution (phone, internet, etc)
• Indirect distribution – thru third party
providers (ticket sellers, distributors, etc)

27. 2.11 PROMOTION
Promotion
Advertising
Publicity
Sales Promotion
Direct Marketing
Personal Selling
• Create or increase awareness of the
event
• Create of enhance a positive image of
the event
• Position the event relative to its
competitors
• Inform target markets of the event
• Generate Demand
• Remind target markets

28. 3. EVENT DAY
• Running Sheet will include;
What is to happen?
When will it happen?
Where will it happen?
Who is responsible
• Logistic Checklist – Transportation, Stock, Layout, etc.
• Contacts Checklist – Guests, VIPs, Vendors, Liaison officers, Speakers,
Participants and Public Authorities

29. 4. POST EVENT
Event Evaluation
Process
Data Collection
Analysis
Reporting
Application
EVALUATION
1. To determine the success of the event in relation to
its objective
2. To enable feedback and improvement
3. To report to stakeholders / clients
4. To ensure the future and reputation of the event
5. To contribute to overall data on events

30. EVALUATION – WHAT TO MEASURE?
• Profile of attendees – age, organization, occupation, etc
• Budget – Estimates vs. Actual
• Transportation and Logistics
• Expectations vs. Satisfaction levels of attendees
• Suggestion for improvement

31. 5. EVENT SHUTDOWN
REPORTING
• Shutdown should be planned carefully as the
other stages of the event
• Majority of thefts and accidents occur in the
shutdown phase
• Checklist should be prepared
ACTIVITIES
• Arrange storage or disposal of all event
signage, props and equipments
• Settle all payments
• Prepare the report of the event outcomes for
stakeholders and media on the outcome
• Make recommendations for future refinements
• Send ‘thank-you’ notes to all sponsors,
speakers, and stakeholders