Corporate Event Planning Guide: How to Make Your Event Unforgettable

Facilitating a successful corporate event requires thoughtful planning – you need to find a venue, coordinate vendors, arrange insightful programming, outline contingency plans, and more – all while staying on budget.

Whether you are a seasoned planning professional or are putting a meeting together for the very first time, Convene is here to help and act as a partner. In this blog post, we will outline how to plan a successful corporate event and what to consider during the process.

Define Your Objectives and Decide What Kind of Event You Should Host

Your first step when tasked with planning a corporate event should be defining your purpose and objectives. Setting those will help you determine which programming format would best achieve them.

Keep in mind that the term “corporate event” is versatile – it refers to any gathering a business holds for its employees, stakeholders, clients, or partners. A corporate event can be as small as a team-building exercise for a single department or as large as a multi-day conference for industry professionals from multiple organizations. 

Common Corporate Event Purposes and Goals

• Alignment: Ensure your team is well-positioned to the organization’s business goals 

• Celebration: Celebrate a company milestone or holiday

• Educational: Grow industry skills or knowledge

• Morale Booster: Celebrate your employees and their achievements

• Networking: Connect with other industry professionals 

• Promotional: Build excitement around your company and offerings

• Team-Building: Cultivate trust among your team through connection and activity to increase collaboration and productivity

Common Types of Corporate Events

The goals you set for your event will help you determine what kind of event will work best for your needs. While each scenario will differ based on the organization, industry, location, and more – some event types are better suited for specific goals and purposes. 

• If the purpose of your event is alignment, you may want to host a town hall. A town hall is an event that brings a company’s employees and leaders together to communicate goals, strategies, and any potential organizational updates.
• For a celebratory event, you may consider a gala the most appropriate option. Corporate galas are elegant yet professional affairs that celebrate business achievements, milestones, or holidays. They often include gourmet food and drinks, entertainment, and speeches from company leadership.
• If you’re looking to host an educational event, a workshop may be the right type. Workshops are interactive training sessions that help professionals develop and refine skills. These events are typically led by industry leaders and involve educational activities and discussions.
• To boost morale, you may want to host a corporate dinner. Corporate dinners are formal meals held after business hours that allow attendees to network, celebrate, or team-build. They include several courses of food, drinks, and time to socialize.
• Networking can take place at almost any corporate event, but conferences are a good option if you are looking to build connections within your industry. Conferences gather professionals from a specific sector to discuss the latest developments, technology, and challenges impacting their field of work. They typically involve presentations, keynote speakers, and breakout sessions to discuss industry-related topics. Conferences are also highly educational.
• For an event with promotional goals, a product launch is a good option. Product launches are events held by businesses to promote a new product or service offering. They usually involve presentations from business leaders and demonstrations of the new offering.
• If you’re planning an event with the goal of team building, an offsite team meeting may be an ideal choice. Offsite team meetings are corporate gatherings held at an external location. They help remove day-to-day distractions and provide face-to-face interactions to enhance the connections between employees on your team.

It’s important to note that the planning process will vary slightly for each kind of event. You’ll have to consider different factors, amenities, and logistics based on what kind of event best fits your purpose, the size of your event, and how long it is. 

Create Your Guest List

Once you have decided on the goal of your event and what type you will be planning, you will need to determine who should attend so you can develop your guest list. This is an essential step that will impact your budget, the venue size you must search for, how much food and drink you will need, and more. 

When creating your guest list, consider who your target audience is and what you are trying to accomplish. For example, if you’re hosting an educational or skills-based event, you should invite the employees who would benefit most from the training. If you’re hosting a product launch, identify potential customers, stakeholders, or media members who should attend.

After your guest list is finalized, consider any special requirements you will need to account for during the planning process. For example, be mindful of any accessibility requirements when looking for a venue or sourcing technology vendors. If you are serving food, inquire with vendors about accommodations for any food allergies or dietary restrictions.

Set Your Event Budget

Your event budget should be set after your guest list is created, but before any actual planning begins. You will rely on it often leading up to the event, and use it as a guide as you plan. 

When setting your budget, you should consider:

Estimated Expenses 

Since setting your budget is one of the first things you will do, you may not know exactly how much certain aspects of your event will cost. 

Still, you can calculate estimated expenses based on your event’s goals and objectives, as well as how many people you’re expecting to attend. For example, if you are hosting a one-day training session for 20 people, you know you will have to budget technology, food, and venue costs. 

If you are not sure how to estimate, looking back at past events of the same caliber is a great starting point to give you a baseline.

Funding

An important part of budgeting is considering how you will finance your event. Does your company have allocated funds? Do you plan to secure sponsors? Are you selling tickets? 

If your event is ticketed, you will also have to figure out that price point. You can do so by calculating your break-even point, looking into ticket prices for events of similar caliber, and taking into account your industry and the area where your event is being held. For example, you can set ticket prices higher for a conference in New York City than you can in Texas.

Give Yourself Options

Even if you have your heart set on a specific vendor or a particular venue, you should still get multiple quotes. If the vendor you want is out of budget or unavailable, you will need to have other options available.

We will go into more detail about sourcing and vetting vendors later in this guide.

Decide Where to Spend and Where to Save

It is important that you identify areas in your budget where you want to save money, and which areas you want to spend on. For example, are you willing to save money by providing fewer beverage options at your welcome reception if it means you can afford an event space that overlooks the water?

If you are unsure what to prioritize in your budget, consider the expenses that are best suited to helping you reach your event goals. If you are hosting an educational event, for example, having the right technology and support should be a priority. If your event is promotional, you will want to invest enough budget for branding and personalization at the venue.

Unexpected Expenses

Unfortunately, the unexpected can happen sometimes – but you can minimize the damage by being prepared and factoring contingency expenses into your budget to avoid going over. 

Contingency expenses will vary by event based on scope, but a good rule of thumb is to set aside 15 to 30% of your budget for the unexpected. A good way to mitigate those expenses is to find a venue and vendors that offer upfront, comprehensive pricing. 

If you have to dip into your contingency funds, do so sparingly and only if it’s necessary.

Set Up a Budget Tracker (and Check it Often)

Once you’ve set your budget based on estimated expenses and funding, it’s important to stick to it. 

We recommend setting up a tracking spreadsheet so you can evaluate your budget frequently to ensure you’re not overspending, and adjust certain expenses accordingly.

Set the Date and Create a Planning Timeline

The next step in your event planning process is to identify target dates. 

When you are choosing a date for your event, be sure to check for any conflicts – both internally and externally. Avoid any dates that coincide with holidays or common vacation times – like spring break week. It is helpful to narrow down a few different options as the event date will ultimately also be influenced by the venue’s availability.

Internally, check with your colleagues to ensure the event dates you’re looking at work with their calendars. You should also check the calendars of any priority presenters or guests who need to attend.

Once you’ve identified your target date range, you can create your event-planning timeline. The timeline will lay out the list of tasks you need to complete leading up to the event and the deadline for each. This will keep you organized, help you stay on track during the planning process, and ensure you have everything set for the event in enough time. 

Tips for Creating a Planning Timeline:

• Include Every Task - No matter how small, every task you need to complete during the planning process should be included in the timeline – whether it is arranging transportation or factoring in time to drop equipment off at your venue. For larger tasks with several steps, you should outline each step as a subtask to ensure nothing gets overlooked. For example, the task of choosing food and beverage options should include a subtask for cross-checking your guest list and identifying any dietary needs or food allergies, as we previously mentioned.
• Prioritize Accordingly - Some steps of the planning process will be more crucial than others, so you will need to prioritize what is most important to you and your organization. If you are not sure how to prioritize, consider the goals and objectives you set for the event and which tasks are most important to achieving those. 
• Set Realistic (But Firm) Deadlines - You will want to stick to your deadlines as firmly as possible, but being realistic will help lessen the stress. Keep in mind that planning an event takes time. It also involves people other than yourself – you will need to account for buffer time in coordinating with vendors, venues, and more. For most inquiries, you should factor in at least 2-3 business days for the vendor to respond. And be mindful of time zone differences, the time of year, or the country where you are inquiring. For example, if you are in the United States but planning an event in the United Kingdom, be aware that they are a few hours ahead and also have a different holiday schedule that may further delay responses. If you need an answer quickly, do not be afraid to say so. Add “urgent quote needed” to your email subject line or clarify that you’re “looking to make a decision quickly” in your message. You should also be mindful that some venues or vendors may be on the smaller side and not as responsive to emails – do not hesitate to call them to get an answer.

Find a Venue

Choosing the right venue for your event is critical. It is important that the venue you choose can accommodate the number of attendees you’re expecting, offer an ideal setup for your event format, and support the objectives you have set for the event.

The right venue will be easily accessible, regardless of whether people are local or traveling from afar. Consider the type of event you’re hosting and what you have planned for your agenda; check to make sure the venue you choose has the capacity for things like breakout sessions or receptions, as needed.

We have more tips for planners in our guide to finding the right corporate event venue.

Find External Vendors

Below, we have outlined some of the event services that may require an external vendor. You should check with your venue as they may provide some of these offerings, or have a pre-vetted list of preferred vendors they can share.

• Food & Beverage - Food and drink are important for most events. Whether it’s a full meal, snacks, or something in between, you’ll want to have refreshments on hand to keep your guests comfortable, focused, and energized. Check to see if your venue offers any catering options. If they don’t and you need to find an outside vendor, make sure to coordinate their arrival and setup with the venue.
• Technology - Consider what kind of technology you will need for your event. Your venue should offer WiFi, but you may have to find a vendor for projectors, projection screens, and audio systems if you need additional equipment for presentations or speeches. If you’re hosting a hybrid event, make sure you have access to an audio and video conferencing system and test it ahead of time to ensure a seamless connection on the day of your event. Whether your venue is providing technology or you are sourcing from an external vendor, you should ask if they are just supplying the equipment or if they offer on-site support. Some venues, like Convene, have teams on-site during events in case any issues arise.
• Branding Opportunities - Do you need to personalize your event space to achieve your goals? Check with your venue to see if they offer brandable displays and whether it is something they can help you manage directly. If branding space is available, you will want to inquire what kind of signage they can accommodate, how much space is available, and what dimensions are ideal.
• Entertainment - Not all corporate events require entertainment. However, if you’re hosting a gala, holiday party, or event designed to boost morale, you may want to consider having something fun to spruce up the event. If you decide entertainment is important for your event, consider what kind would be appropriate based on your objectives and who your attendees are. Some common entertainment options for corporate events include:
  • Live Musicians or DJs
  • Comedians
  • Magicians
  • Activity Stations
  • Games
  • Photobooths

Depending on the type of event you’re hosting, you may or may not have to consider these add-ons. If you do need to source external vendors for several different services, prioritize what's most important so that you allocate your budget accordingly.

How to Vet an External Vendor

If the corporate event venue that you choose does not offer the services you need, you will have to find vendors on your own that fit within your budget and are available on the dates of your event.

If you are unsure of where to begin with sourcing your own vendors, using your network is a great starting point. You can ask for recommendations in forums or on LinkedIn – planners will be happy to share the names of vendors they have had good experiences with.

In addition to those referrals and reviews, requesting client testimonials and pictures of previous work from vendors is a good way to determine whether they will be a fit for your event. We also recommend asking for a tasting or samples from vendors – do not be afraid to make these kinds of requests.

When sourcing your vendors, you should always follow the three-bid rule and seek price quotes from at least three vendors. This will ensure you get the best deal and have options in case your preferred vendor is out of your price range.

Plan Out Event Day Logistics

Leading up to your event, you will need to factor in an appropriate amount of time to set up before your event. If you are utilizing external vendors, you will also need to coordinate their arrival times based on the load-in and load-out times your venue provides when you sign your contract. 

A crucial part of coordinating logistics is putting a communication plan in place. This means establishing a point of contact ahead of time with your venue and vendors so you know who you will be communicating with on the day of your event.

You should also have a method of communication set up with your event attendees in case there are any last-minute changes or updates they need to be aware of. Make that communication channel known well ahead of the event so attendees know where they can expect to hear from you. 

It is also important that attendees know ahead of time what kind of transportation options are available near the venue, where the entrance is that they will be using the day of the event, and other details that will provide a seamless experience.

Plan for the Unexpected

It is best to have a plan in place for all possible scenarios – being well-prepared allows you to pivot easily, address a concern quickly and appropriately, or navigate a tricky situation with ease. 

Have operational and communication plans ready for unexpected occurrences including medical emergencies, evacuations, and severe weather. Be sure you coordinate with the venue regarding the plans you put in place to ensure there is alignment between your respective emergency plans. 

Evaluate and Follow Up After the Event

As important as the leadup and planning of your event is, post-event evaluation is just as vital – especially if you will be planning future events.

After the event, take a step back to assess what went right so you can duplicate these efforts, and consider any challenges you faced to identify areas of improvement. You will also want to consider the goals and objectives you set before your event – were you able to accomplish them?

You also should inquire with attendees about their event experience. Consider sending out a post-event survey to collect feedback on what they enjoyed and if they have any suggestions for improvements at future events.

Be sure to take detailed notes of your evaluation, as well as the feedback you receive from attendees, and save them so you can apply them to future event planning processes.

Don’t Just Plan an Event… Plan an Extraordinary Event

Finding a partner to help bring your event to life is key.  To host an event that’s sure to leave a positive, lasting impression on your guests, consider Convene as your venue of choice.

Convene is a one-stop shop for planners. With a network of more than 35 locations across nine global cities, each of our premium meeting and event venues offers Executive Chef-led in-house catering, unlimited snacks and drinks from Nourish, in-room A/V and technology, and a carefully curated list of preferred local vendors for everything from entertainment, impressive high-end decor, gifting and favors, step-and-repeats and branded signage, and more. We also provide our clients with a dedicated, single point of contact to ensure a seamless planning process from conception to execution, as well as an on-site hospitality and A/V team for event-day support.

At Convene, we believe in upfront and transparent package pricing with no hidden fees.  Our comprehensive pricing model allows clients to estimate costs appropriately and successfully manage their budgets.

Ready to plan a memorable corporate event? Contact one of our experts to learn more or get started.