Event Planning Strategy for Companies
How does a company plan its events strategically?
A company event planning strategy is a short plan that says which events the company will run, what business goal each one serves and who is responsible. It turns a list of separate events into a program that can be reviewed as a whole.
This guide covers the program level across a year. For the strategy of one event, see the event strategy guide; for tips on a single corporate event, see corporate event planning tips.
Updated by the Eventdex team
4.7/5 from 39 reviews on each
Build the strategy in six steps
Keep the finished document to a page or two so it gets read.
Name the business goals
Pipeline, customer retention, hiring, brand or internal alignment. Pick the few that matter this year.
List the events you already run
Include trade shows, customer events, internal meetings and webinars, with owner and cost.
Match each event to one goal
An event with no goal is a candidate to cut or merge. An event with three goals usually needs a clearer purpose.
Decide who attends and who owns
Define the audience for each event and one named owner for each.
Set a budget and a calendar
Place events across the year so teams and vendors are not overloaded in the same weeks.
Corporate event budgetChoose how you will review results
Agree the measures before the event, and meet after each one to record what to repeat.
Event KPIs
A one-page program overview
Use this table as the front page of the strategy and keep it current.
| Event | Business goal | Audience | Owner | How success is judged |
|---|---|---|---|---|
| [Annual customer event] | [Retention] | [Customers] | [Name] | [Agreed measure] |
| [Trade show] | [New contacts] | [Prospects] | [Name] | [Agreed measure] |
| [Internal kickoff] | [Alignment] | [Staff] | [Name] | [Agreed measure] |
Where Eventdex fits
Eventdex's corporate events page describes tools for company events, and its features page lists the modules. Eventdex's pages do not describe strategy consulting, so the choices above stay with your team.
Strategy mistakes to avoid
A company event strategy fails when it is written once and not used. Check for these.
No owner
Name one person who decides when goals and choices conflict.
Goals nobody can measure
Write each goal so you can tell afterwards whether it was met.
No review date
Set the date to compare the result with the strategy before the event starts.
The Eventdex platform
Tools that support the plan
“It's easy to use and interfaces very well with our needs. The scheduling function is awesome. It allows our companies and partners to schedule their meetings with no assistance thus reducing time and resources. In addition, if there are any snags in scheduling, the Eventdex staff takes care of your needs immediately.”
University at Buffalo
Eversource Energy
Georgia Tech
Influence Communications
FAQ
Event Planning Strategy for Companies: common questions
What is an event planning strategy for a company?
A short plan naming which events the company runs, the business goal of each, who attends and who owns them, and how results are reviewed.
How is it different from an event strategy?
An event strategy covers one event. A company strategy covers the whole program across a year and decides which events deserve the budget.
How long should the document be?
One or two pages. The program overview table and the six steps are usually enough.
How often should it be reviewed?
After each event, with a fuller review once a year before the next budget is set.
See how Eventdex supports company events
Start with a free interactive floor plan, or talk to an event specialist on +1 (866) 434-5088.