The EA as an Event Planner

Mastering Corporate Events and Functions

As EAs wear more and more hats - especially in smaller companies, we often find ourselves at the helm of planning and executing events. From annual shareholder meetings to industry conferences, these events can significantly impact a company's reputation, employee morale, and bottom line. Mastering the art of event planning is a crucial skill that can elevate an EA's role from administrative support to strategic partner in corporate communications and brand management.

At larger companies we have the opportunity to develop some specific skills to put us in a prime position for directing our career towards event management.

Remember - there’s more to event planning than solely the event itself - as we will explore.

The Strategic Importance of Corporate Events

Beyond Logistics

Corporate events are more than just logistical exercises. They serve as powerful tools for:

• Building brand awareness and loyalty

• Fostering employee engagement and company culture

• Facilitating networking and partnership opportunities

• Showcasing products or services

• Driving sales and lead generation

Our Unique Position as EAs

As an EA, we have a distinct advantage in event planning.

• We will often have intimate knowledge of company culture and executive preferences, which will mean we can put in place those smaller touches which make all the difference. Perhaps we have colleagues who have specific religious requirements that we understand and can cater for; or we might be exceptionally competitive and so could leverage that in team building.

• We have access to key decision-makers and resources, meaning we can build on those relationships to make efficient decisions.

• Our understanding of corporate goals and strategies (both announced and yet-to-be announced) mean we can plan around annual leave and other key dates to ensure everyone is in attendance who needs to be.

• Our knowledge of what’s going on in the markets gives us the ability to align our events with broader organisational objectives. Perhaps we combine a company away day with a volunteering exercise.

Essential Skills for EA Event Planners

To excel in event planning, there are several key areas that we need to excel in. If any of these areas you feel are weaknesses of yours, now is the perfect time to start looking for courses and certificates to improve your capabilities.

1. Strategic Planning

Understand how to align event objectives with corporate goals and create comprehensive event strategies. Throughout the planning, you should continuously come back to your objectives and ask yourself if your event is meeting them.

2. Budgeting and Financial Management

Master the art of creating and managing event budgets, including forecasting, cost control, and ROI analysis. Always have a contingency, and keep track of every single penny you are spending.

3. Vendor Management

Develop skills in sourcing, negotiating with, and managing various vendors and suppliers. Building a network of trusted suppliers is so important, and you can start this by attending EA conferences and events where there are often suppliers and partners in attendance.