Group 1. Strategic Planning

Republic of the Philippines
SORSOGON STATE UNIVERSITY

College of Business and Management
S.Y. 2023-2024
STRATEGIC
PLANNING
EVENTS MANAGEMENT
Prepared by:
Alamo, Maveck B.
Dato, Nerissa D.
De Luna, Cristine Jane A.
Detoito, Len L.
Fresnido, Lea Joy S.
Panuga, Sheryl
Parro, Ivy D.
Torres, Anna Dominique S.
STRATEGY
• is defined by Merriam Webster as "a careful plan for achieving a goal."
• Two things stand out in this definition:
(1) there has to be a careful plan, and
(2) a goal has to be achieved.
• It is thus imperative to know the goal for any event.
• Simply put, strategic planning identifies how an event can be actualized.
STRATEGIC PLANNING
• Strategic planning of events requires careful study of everything that is necessary
for an event to be successful.
• Focused planning and strategic thinking are needed in strategic planning.
• Strategic planning is done before the event happens, not while it is happening.
• During the event, the event manager must focus purely on the implementation of
the event plan.
Expectation setting: Understanding clients’ needs

As an event manager, here are some key questions to ask your client to determine i you can
work together on an event:
1. What kind of event are you planning?
2. When and where do you want to hold your event? How many guests are you expecting?
What is your budget per person for the event? What are your top three non-negotiables or
"must-haves" for your event?
3. What are the three things you do not want to happen at your event?
4. How will you evaluate if your event is successful?
SETTING EVENT GOALS AND OBJECTIVES
Event Goals
• are destinations.
• They define the purpose of the event and answer the question: why is the event
being done?
Event Objectives
• serve as the roadmap for accomplishments. They measure the progress in attaining
the event goals.
• It is thus important that objectives are detailed-outlining specific, quantifiable, and
concrete results as event outcomes.
DETERMINING EVENT FEASIBILITY
Event Feasibility
• is defined as "the state of being easily done."
A feasibility study, is defined as an analysis and evaluation of a proposed project to
determine if it;
(1) is technically feasible,
(2) is feasible within the estimated cost, and
(3) will be profitable.
Time Feasibility
• Popular hotels and convention centers are booked a year in advance, especially
during the peak conference season.
• If the client insists on certain elements for the event, check his or her availability
immediately.
• If the event requires a complicated set-up, determine if the venue is available pre-
event for a longer ingress.
• It is important to ensure that there is enough time to promote the event to get the
desired number of sponsors, exhibit booths, and participants.
Financial Feasibility
• An event organizer must first identify all the possible event expenses to avoid
unforeseen financial problems.
• It is important to know where the funds will be sourced from.
• The event organizer must know if the client will be able to advance some funds so
that deposits made on the venue can be paid and the event will have a starting
operational fund.
• If the event is reliant on delegate registration fees and cash sponsorships, the
organizer must know when the funds are expected to come in.
Technical Feasibility
• The client must be able to provide a clear list of his or her requirements for the
event.
• If the event is a recurring one (e.g., annual conference), the organizer may ask the
client to share previous experiences with the event management team.
• It is essential to know from the client what they liked and did not like about the
previous events, and what they would like to see in the forthcoming event.
Below are some of the primary factors that need to be considered to measure an event's
technical feasibility.
• Venue
• Accommodations
• Transportation
• Accessibility
• Social functions and meals
• Internet connection
• Electricity
• Equipment
• Staffing
Venue
• ensure that it is accessible and can comfortably accommodate all invited
participants.
• There must be enough facilities for all the elements of the event as required by the
client.
• The venue must conform strategically and thematically to the event’s goals.
Accommodations
• If the venue itself cannot provide sufficient rooms, there should be nearby hotels
and resorts, or even Air BNB options that can augment accommodations.
• There should be a sufficient range of accommodation options to cater to different
markets.
Transportation
• The organizer is responsible for ensuring how the delegates will travel from their
hotels to the event venue and vice-versa.
• Local transportation options such as jeepneys or tricycles that can provide a fresh
experience should also be available to delegates especially those coming from
abroad.
Accessibility
• The venue must be easily accessible to the participants whether by land, air, or sea.
• Flight schedules and the proximity of the airport to the venue should be considered
as well as the travel time from the airport or the hotels to the venue.
Social Functions and Meals
• Social functions planned for the event such as a welcome or gala dinner should be
planned according to the needs of the participants.
• Special meal requirements must be considered by the organizer.
• The team should also decide if meals will be served in the same room as the actual
meeting, or in a separate room purely for the meals-depending on the nature of the
event.
Internet Connection
• an event venue must be able to provide a fast and robust internet connection.
• The venue must be able to host the technology required for the event.
Electricity
• It is up to the organizer to find out if the venue can provide an alternate source of
energy, such as a generator.
Equipment
• The availability of the equipment required for staging the event, such as sounds and
lights, projectors, computers, platforms, scaffolding, etc., should be ensured.
Staffing
• There should be enough qualified, capable, and trained staff to do all the work
required.
• If there are not enough available staff now, training or outsourcing should be an
option.
Support Feasibility
• having the full support of the board and its members spells the difference between
success and failure.
• Many of those tasked to work on association events are unpaid volunteers who will
need to devote a great deal of their time and resources to attend meetings and work
on their assignments.
Developing Concepts: About A Quick Template for Event Planning

• Think of an event concept that will meet the objectives of the different stakeholders:
host, organizer, exhibitors, guests, and ticket holders.
• Then, prepare your event content which matches the wants, needs, desires, and
expectations of the target audience, and responds to the why, who, what, when,
where, and how of the event.
WHY?
1. Why are you doing this event?
2. Networking is the main reason why people attend events
3. Why will people pay to attend my event?
4. Why will an organization want to sponsor my event?
WHO?
1. Who is the client?
2. Who is the target market?
3. Who will provide the funds for the event?
4. Who will comprise the event management team?
WHAT?
1. What does the event manager need to accomplish?
2. What are the desired event outcomes?
3. What kind of event will meet these outcomes?
4. What marketing support is needed to achieve the outcomes?
5. What resources are needed to make the event happen?
WHEN?
1. When is the event expected to take place?
2. How much lead time is needed to prepare for the event?
WHERE?
1. Where will the event take place?
2. Where does each part of the event take place?
3. Where will the food be served?
4. Where will the program be staged?
5. Where will the guests and delegates be staying?
6. Where will the meetings be held?
HOW?
1. How will the event be promoted?
2. How will the target audience be reached and informed of the event?
3. How will guests/visitors be convinced to purchase products (for a trade show or product
exhibition)?
4. How will you inject the "wow" factor in the event?
5. How will you select the event theme?
FINANCIAL GOALS
• Before you commit to undertaking any event, have a clear idea of your financial
objectives and those of your client to determine the feasibility of the event.
• Define your financial goals.
1. Identify all the event costs.

-Determine which of these are fixed and which are variable
Fixed Cost
• unchangeable costs that you incur to hold the event, and will not change.
• include venue rental, design costs, marketing and promotions costs, staging, on-site
collaterals, program management, logistics and administrative costs, staffing, and so
on.
Variable Cost
• depend on changing factors, like the number of attendees or booths you are able to
sell.
• For instance, food and beverage costs, delegate kits, handouts, souvenir items, etc.
are dependent on the number of attendees who sign up for the event.
2. Determine your fund sources.
• Will your client pay for everything?
• Are you expected to raise additional revenues from registration fees, sponsorship
fees, exhibition/booth rental fees, merchandise sales? Etc.
3. Compute your potential profit
• This is the difference between fund sources and total costs (fixed plus variable).
4. Compute your breakeven level.
• If you are charging entrance fees or exhibit fees, compute how much revenues you
need to raise to break even with your costs.
PREPARING YOUR CHECKLIST

• An event team must have a detailed event checklist.
• It must include all the resources and tasks needed for the event, the people responsible
for them, and a start date and completion date.
• An event must have a master checklist covering all the aspects of the event and sub-
checklists for the event set-up, the event proper, and the event closing and egress.
• Sub-checklists should also be prepared for mega events with simultaneous activities.
DEVELOPING A SUSTAINABILITY PLAN

• the sustainability of an event becomes an interesting advantage or USP.
• During the strategic planning phase, the event manager should incorporate
sustainability and maximize event resources to reduce wastage during lead in
influencing everyone involved an event.
SUSTAINABLE PRACTICES IN EVENT MANAGEMENT

1. Rethink, reduce, reuse, and recycle.
2. Promote paperless communication by communicating electronically.
3. Conduct online marketing through social media.
4. Use biodegradable and environment-friendly material for event collaterals.
5. Post-speaker presentations can be made available on the website for downloading
instead of distributing them in print.
6. When selecting a venue, opt for those that already have sustainable practices in place.
7. Confirm the final number of attendees at least two days before the event to eliminate
excess food and wastage.
8. When selecting the menu, ask the caterer to source food in season from local vendors.
9. Use reusable plates, cups, glassware, and cutlery instead of disposables.

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Group 1. Strategic Planning

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Republic of the Philippines

SORSOGON STATE UNIVERSITY

Expectation setting: Understanding clients’ needs

SETTING EVENT GOALS AND OBJECTIVES

Developing Concepts: About A Quick Template for Event Planning

1. Identify all the event costs.

PREPARING YOUR CHECKLIST

DEVELOPING A SUSTAINABILITY PLAN

SUSTAINABLE PRACTICES IN EVENT MANAGEMENT

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