Event Management

Unit: 05
Event Evaluation
5.1 Assessment & Measurement of An Event Success, Customer Satisfaction
Event evaluation is the process of measuring how an event turned out. This not only includes
the event day itself, but the entire process of planning leading up to that event as well as
after. It involves recognizing all of your event successes as well as what areas you could
improve in while measuring up how closely you hit your event goals. Event evaluation can
include things like sending out post-event surveys and checking the analytics of your event.
Event evaluation is the systematic process of assessing an event's effectiveness in achieving
its predetermined goals and objectives. It's a crucial step in the event management cycle,
providing valuable insights to improve future events.
The success of an event goes beyond just a feeling. Effective event management involves
setting clear goals, implementing strategies, and then assessing the outcome to determine
how well those goals were achieved. This process of assessment and measurement
provides valuable insights that can be used to improve future events.
➢ Purpose and Importance:
• Measure Success: Event evaluation goes beyond just a feeling of a successful event. It
allows you to objectively measure how well the event achieved its set goals, using data
and feedback.
• Identify Areas for Improvement: By analysing results, you can pinpoint areas that fell
short and develop strategies to improve them in future events.
• Demonstrate ROI (Return on Investment): For events with financial considerations,
evaluation helps demonstrate the return on investment by showcasing the event's impact
and justifying future budget allocations.
• Client Satisfaction: A well-evaluated event, with demonstrable positive outcomes,
strengthens client satisfaction and builds trust for future collaborations.
• Continuous Improvement: Evaluation facilitates a continuous improvement process
for event planning and execution, leading to more successful events over time.
• Improve On Future Events: One of the most important reasons why any business
should evaluate the entirety of their previous event is to improve their next event.
Measuring where one area of your event could have been better will give you insight on
what to focus on during your next event preparation. This leads to keeping both your
company and attendees happy as you improve the experience for everyone involved for
events to come!
• Know Where Your Brand Stands: By completing certain objectives involved in the
event evaluation process like post-event surveys, you can first hand see how attendees
 felt about the event - and in turn, your brand. Your event is a direct reflection of your
company, so by knowing how attendees felt about the event you’ll know exactly how
they feel about your brand as the host. There are a number of informative questions you
can ask attendees in your post-survey that will give you answers to how they feel about
your brand as a whole from hosting the event.
• Measure Your Goals: Another important reason for undergoing the event evaluation
process is to see how closely you hit your goals (or not). Did you hit the number of
ticket registrations you hoped for? Or did the team go a little outside of the event
marketing budget during the promotional phase? All of these things you can find out by
doing an in-depth event evaluation once the event is over.

➢ Different phases evaluate Event

1. Pre-Event Evaluation: The pre-event phase is the time when you complete all the tasks
necessary to put together your event. This primarily includes planning all the details
including venues or platforms, speakers, ticket prices and more. Evaluating in this phase
looks like checking your planning budget and seeing if you were able to stay within that
budget or had to move outside of it. You can also ask your audience what their preferences
are, including what they’d like to see or hear from your event as well the type of format
they’d like (virtual, hybrid, or in-person).
2. Mid Event Evaluation: The big day has finally arrived, and you’re all in. This is the
perfect time to keep note of what is working for your event and what isn’t. Are your speakers
a big hit with your attendees, but your company branding a little lacklustre? These are
important things you should note as you go throughout the event. Having a method on hand
that you can use to monitor everything that’s going on will help you take care of any mishap
in the moment and all events going forward.
3. Post- Event Evaluation: The dust has finally settled after the pre-event and mid-event
craziness. Now, it’s time to take a comprehensive look at your event and how it performed
overall. This includes checking how the allotted budget did for each event aspect, including
marketing and any travel expenses if needed. Spend this evaluation also checking how your
marketing campaigns did in terms of ROI and attendance.

➢ steps involved in assessing and measuring event success:

1. Define Event Goals and Objectives: The foundation for measurement lies in clearly
defined event goals and objectives. These should be SMART - Specific, Measurable,
Achievable, Relevant, and Time-bound.
• Examples of event goals could be:
o Increase brand awareness by X%.
o Generate a minimum of Y qualified leads.
 o Achieve a Z% customer satisfaction rating.
• Break down these goals into measurable objectives. For example, "Increase brand
awareness by 20%" could be measured through social media mentions, website traffic
increase, or post-event surveys.
2. Identify Key Performance Indicators (KPIs): Once you have your goals and objectives,
identify relevant Key Performance Indicators (KPIs) to track progress and measure
success. KPIs should be quantifiable metrics that directly relate to your event goals. Some
common event KPIs include:
o Attendance: Number of registered attendees vs. actual attendees, demographics of
attendees.
o Engagement: Social media engagement (likes, shares, comments), website traffic
generated by the event, number of app downloads (if applicable), participation in polls
or surveys at the event.
o Lead Generation: Number of leads captured, lead qualification (based on
demographics or interests), conversion rate of leads into sales.
o Sales: Revenue generated through ticket sales, merchandise sales, or sponsorships.
o Logistics and Operations: On-time event start and finish, adherence to budget, attendee
feedback on venue, catering, and overall event flow.
o Speaker Satisfaction: Feedback from speakers regarding their experience and the event
organization.
o Media Coverage: Number of media mentions, reach and engagement of media
coverage.
3. Data Collection Methods: Utilize various data collection methods to gather information
on your chosen KPIs. Some methods include:
o Registration Data: Track attendance numbers, demographics, and any pre-event
surveys completed by attendees.
o Event Technology: Many event management platforms offer analytics dashboards that
track website traffic, app usage, and attendee engagement during the event.
o Post-Event Surveys: Send out surveys to attendees after the event to gather feedback
on their experience, speaker satisfaction, and the overall event value.
o Social Media Monitoring: Track social media mentions using relevant hashtags and
keywords to measure brand sentiment and engagement.
o Sales Reports: Track sales generated through the event, including ticket sales,
merchandise sales, or lead conversion rates.
4. Analyze and Interpret Results: Once you have collected data, analyze it to understand
what worked well and what areas need improvement. Consider using data visualization tools
to present findings in an easily understandable format (e.g., charts, graphs). Compare your
results against your pre-defined goals and objectives to determine the level of success
achieved. Look for correlations between different data points to gain deeper insights (e.g.,
did attendees from a specific demographic engage more with a particular speaker?).
5. Actionable Insights and Recommendations: Based on the analysis, translate the data
into actionable insights to improve future events. Identify areas that exceeded expectations
and consider replicating those strategies. Pinpoint areas that fell short and develop
improvement plans to address them in future events. Share your findings and
recommendations with relevant stakeholders (e.g., clients, sponsors, internal teams) to ensure
everyone is aligned on future event goals and strategies.

➢ Tools for Assessing and Measuring Event Success

Measuring event success goes beyond just a gut feeling. Utilizing the right tools allows you
to gather data and track Key Performance Indicators (KPIs) to objectively assess how well
your event achieved its goals. Here's a breakdown of some key tools for event assessment
and measurement:
1. Event Management Platforms: Many event management platforms offer built-in
analytics dashboards that provide valuable data for assessment. These platforms can track:
• Registration Data: Number of registered attendees, demographics, and any pre-event
surveys completed.
• Website Traffic: Analyze website traffic generated by the event, including sources of
traffic and visitor behavior on the event website.
• Event App Analytics (if applicable): If you use an event app, track app downloads,
user engagement within the app (e.g., session views, downloads of event materials),
and in-app polling or survey results.
2. Online Survey Tools:
• Post-Event Surveys: Send out surveys via email or online survey tools to gather
feedback from attendees after the event.
o Surveys can measure satisfaction with various aspects (e.g., venue, speakers,
content, overall experience),
o capture suggestions for improvement,
o and potentially measure achievement of event objectives.
• Pre-Event Surveys (Optional): Consider pre-event surveys to understand attendee
expectations and tailor the event accordingly.
3. Social Media Monitoring Tools: Utilize social media monitoring tools to track brand
mentions using relevant hashtags and keywords associated with your event. This helps you
measure:
o Reach: The number of people who saw your event mentioned on social media.
 o Engagement: The level of interaction (likes, comments, shares) generated by social
media mentions.
o Sentiment Analysis: Understand the overall sentiment (positive, negative, neutral)
expressed in social media conversations about your event.
4. Website Analytics Tools: Integrate website analytics tools like Google Analytics to track
website traffic generated by the event. This can reveal:
o Sources of Traffic: Identify where visitors are coming from (e.g., social media, email
marketing, organic search).
o Visitor Behaviour: Analyse how visitors interact with your website (e.g., pages viewed,
time spent on site, bounce rate).
o Goal Conversions: Track conversions related to your event goals, such as ticket sales or
event app downloads.
5. Lead Capture and CRM Tools: If lead generation is a key objective, use lead capture
tools at the event (e.g., electronic forms, badge scanners) and integrate them with your
Customer Relationship Management (CRM) system. This allows you to track:
o Number of Leads Captured: The total number of leads generated through the event.
o Lead Qualification: Identify demographics and interests of captured leads to assess
their sales potential.
o Lead Conversion Rate: Track how many leads convert into paying customers.
6. Sales Reporting Tools: Analyse sales reports to track revenue generated through the
event, including:
o Ticket Sales: Total revenue from ticket purchases.
o Merchandise Sales: Revenue generated from event-specific merchandise sales.
o Sponsorship Revenue: Track income received from sponsorships associated with the
event.
7. On-Site Data Collection Tools: Implement on-site data collection tools to gather real-
time feedback during the event. This could involve:
o Live Polling: Use audience response systems to conduct live polls and gather
immediate feedback from attendees on presentations or topics.
o Feedback Kiosks: Set up kiosks at the event venue where attendees can provide
written feedback on their experience.
8. Cost Tracking Tools: Track event expenses using accounting software or spreadsheets.
This allows you to compare actual costs against your budget and calculate the event's return
on investment (ROI).
➢ Benefits of Event Assessment and Measurement:
 • Improved ROI (Return on Investment): Measuring event success helps you
understand the financial return on your investment. This allows for future budget
allocation based on data-driven insights.
• Enhanced Decision-Making: By understanding what worked and what didn't, you can
make informed decisions for future events, optimizing event strategies for better
results.
• Client Satisfaction: Demonstrating the measurable success of an event through data
and feedback increases client satisfaction and strengthens relationships.
• Continuous Improvement: Assessment and measurement facilitates a continuous
improvement process for event planning and execution, leading to better experiences
for future attendees.
➢ Customer Satisfaction
Customer satisfaction is a crucial aspect of event evaluation, playing a significant role in
measuring the overall success of an event. Here's how customer satisfaction factors into the
evaluation process:
Importance of Customer Satisfaction:
• Positive Experience: Satisfied attendees are more likely to have a positive perception
of the event, the brand, and the organizers.
• Repeat Business and Advocacy: Satisfied attendees are more likely to return for
future events, recommend the event to others, and potentially become brand
advocates.
• Improved Metrics: High customer satisfaction can lead to positive feedback in post-
event surveys, social media mentions, and online reviews, ultimately boosting event
reputation.
• Benchmarking: Customer satisfaction metrics can be used for benchmarking against
industry standards, allowing organizers to identify areas for improvement.
Measuring Customer Satisfaction:
• Post-Event Surveys: Send out surveys to attendees after the event to gather feedback
on their satisfaction with various aspects, such as:
o Venue and Facilities: Comfort, cleanliness, functionality of the event space.
o Event Logistics: Registration process, ease of navigation, timeliness of the
agenda.
o Content and Speakers: Relevance of presentations, speaker expertise,
audience engagement.
o Overall Experience: Overall impression of the event, value for money,
likelihood to recommend.
 • Social Media Monitoring: Track social media mentions using relevant hashtags and
keywords. Analyze the sentiment (positive, negative, neutral) expressed in these
mentions to gauge attendee satisfaction.
• On-Site Feedback (Optional): Implement tools like live polling or feedback kiosks
during the event to gather real-time feedback on specific aspects (e.g., speaker session,
catering).
Integrating Customer Satisfaction into Evaluation:
• Analyze customer satisfaction data alongside other evaluation metrics like
attendance numbers, lead generation, and budget adherence.
• Identify correlations: Look for connections between customer satisfaction and other
factors. For example, did attendees who participated in interactive sessions report
higher satisfaction?
• Actionable Insights: Use customer satisfaction data to develop actionable
recommendations.
o If attendees found the venue uncomfortable, consider a different venue for
future events.
o If feedback indicates a particular speaker wasn't engaging, re-evaluate speaker
selection for future events.
Enhancing Customer Satisfaction:
• Pre-Event Communication: Set expectations by clearly communicating the event
agenda, venue details, and what attendees can expect.
• Focus on Attendee Needs: Design the event program, logistics, and amenities
considering attendee needs and preferences.
• Interactive Experiences: Incorporate interactive elements like Q&A sessions, live
polls, or networking opportunities to enhance attendee engagement.
• Exceed Expectations: Strive to exceed attendee expectations by providing
exceptional service, addressing concerns promptly, and offering small gestures of
appreciation.
• Post-Event Follow-Up: Send a thank you email after the event, share any promised
post-event materials, and encourage attendees to provide feedback for future
improvements.
5.2 Post-Event Evaluation and Its Written Analysis
A post event report is an essential document that provides a comprehensive analysis of an
event’s success, challenges, and outcomes. They serve as a valuable tool for event organisers
and stakeholders. A well-written report not only helps evaluate the event’s effectiveness but
also highlights areas of improvement for future endeavours.
Post-event evaluation is the cornerstone of successful event management. It's the systematic
process of assessing an event's effectiveness after its conclusion, providing valuable insights
to improve future endeavors.
Post-event evaluation refers to the process of assessing an event after it has concluded. This
is done to evaluate the success and impact of the event. The purpose of this evaluation is to
identify mistakes, risks, strengths, weaknesses, areas for improvement, and gather insights.
The benefit of post-event evaluation is that you can apply everything you learn to future
events to ensure success without any mishaps. You can also foster a sense of value and trust
among participants.
➢ Importance of Post-Event Evaluation
1. Measure Success and Impact: Assessing whether the event met its predefined objectives
is crucial in event management. Whether your objective was knowledge transfer, product
launch, or brand promotion, post-event evaluation allows you to check if it was met or not.
Some key elements to take into consideration while measuring the success include number
and participation rate of attendees, revenue generated, social media engagement, audience
satisfaction with the speakers, and user experience (especially in case of virtual or hybrid
event). Further, qualitative feedback through surveys and interviews will help you determine
what impact the event made on attendees, sponsors, speakers, and organizers.
2. Gather Feedback and Insights: Post-event feedback includes gathering feedback directly
from the participants regarding their overall satisfaction, suggestions for improvement, and
key takeaways. Understanding what worked well and what could be improved help tailor
arrangements and improve attendee experience for future events. While you circulate
feedback forms to get insights into attendees’ experience, you must also seek feedback from
your stakeholders, speakers and even your planning and execution teams.
3. Boost Future Success: Conducting post-event evaluation increases the chances of success
of future events. This is because you make make informed decisions, implement effective
planning and marketing strategies, avoid repeating mistakes and most importantly implement
customization according to the needs and preferences of your audience.
4. Mitigate Risks: One of the key benefits of post-event evaluation is that you are able to
identify and mitigate risks for future events. Whether logistical, technical, or operational,
understanding and resolving potential pitfalls contribute to smoother event execution in the
future.
5. Continuous Quality Improvement: The evaluation process contributes to a culture of
continuous improvement and growth. Not only it ensures improvement in the events but it
also involves overall growth of an organization. Consistency in event evaluation methods
foster long-term success.

➢ The Post-Evaluation Process:

1. Data Collection:
 o Gather data from various sources: Utilize a multi-pronged approach to collect data on
your chosen Key Performance Indicators (KPIs).
▪ Post-Event Surveys: Send out surveys via email or online survey tools to gather
feedback from attendees on their experience. Focus on satisfaction with different
aspects, achievement of event objectives, and suggestions for improvement.
▪ Event Technology Data: If you used an event management platform, extract data on
website traffic, app usage (if applicable), and in-app polling or survey results.
▪ Social Media Monitoring: Track brand mentions using relevant hashtags and
keywords. Analyze the sentiment (positive, negative, neutral) expressed in these
mentions to gauge attendee satisfaction and brand perception.
▪ Sales Reports: Track revenue generated through the event, including ticket sales,
merchandise sales, and sponsorship income.
▪ On-Site Data (Optional): If you implemented live polling or feedback kiosks, extract
data on real-time feedback collected during the event.
2. Data Analysis and Interpretation:
o Organize and analyze data: Consolidate data from all sources and organize it for easy
analysis. Utilize data visualization tools (charts, graphs) to present findings in a clear
and concise manner.
o Identify trends and patterns: Look for recurring themes across different data sets. For
example, positive social media mentions might correlate with high satisfaction ratings in
post-event surveys.
o Compare results to goals: Compare your findings against your pre-defined event goals
and objectives to determine the level of success achieved.
3. Written Analysis:
o Prepare a comprehensive report: Create a well-structured written analysis report that
summarizes the evaluation process and key findings. The report should typically
include:
▪ Executive Summary: A concise overview of the event, its goals, and the key
takeaways from the evaluation.
▪ Methodology: Outline the data collection methods used and the KPIs assessed.
▪ Findings and Analysis: Present your findings in an organized manner, using data
visualizations to support your analysis. Identify areas that exceeded expectations, met
expectations, or fell short.
▪ Recommendations: Based on your analysis, develop actionable recommendations for
improvement in future events. This might involve modifications to event logistics,
speaker selection, marketing strategies, or content delivery methods.
 ▪ Appendices (Optional): Include detailed data tables, raw survey data (if
anonymized), or social media reports as appendices for reference.
Additional Considerations:
• Stakeholder Input: Consider incorporating feedback from other stakeholders
involved in the event, such as venue staff, catering services, or speakers. This can
provide valuable insights from different perspectives.
• Focus on Actionable Insights: The primary objective of the written analysis is to
translate data into actionable recommendations. Ensure your report offers clear and
specific suggestions for improvement.
• Data Security: Maintain data security throughout the evaluation process. Ensure all
data collection methods comply with relevant data privacy regulations.
Benefits of a Well-Defined Post-Event Evaluation:
• Improved Decision-Making: Data-driven insights from post-event evaluation guide
future event planning and resource allocation decisions.
• Enhanced Client Relationships: Demonstrating the event's success through data and
feedback strengthens client relationships and fosters trust.
• Increased ROI: Understanding what works and what doesn't helps optimize event
strategies for better results and improved return on investment.
• Industry Benchmarking: Evaluation data can be used for industry benchmarking,
comparing your event's performance against industry standards.

5.3 Demonstrate Problem Solving Skills in Various Situation, Importance of Skilled

Employee in An Event
Event management is a complex field that requires a broad skill set and the ability to adapt
to a variety of situations. Event management is a dynamic field, and unexpected hurdles are
par for the course. The ability to think critically and solve problems effectively is a crucial
skill for any event planner.
Common Event Management Challenges and Solutions:
• Budget Constraints:
o Problem: You need to deliver a successful event within a limited budget.
o Solution:
▪ Negotiate: Negotiate with vendors for better rates on services, venue rental,
or equipment rentals.
▪ Get Creative: Explore cost-effective alternatives like DIY decorations,
sponsorship opportunities, or virtual event elements to reduce expenses.
 ▪ Prioritize: Identify essential event elements and allocate budget accordingly.
Consider trimming unnecessary expenses.
• Venue Issues:
o Problem: There's an unexpected issue with the event venue shortly before or during
the event (e.g., power outage, malfunctioning equipment).
o Solution:
▪ Stay Calm: Maintain composure and assess the situation quickly.
▪ Communicate Effectively: Inform relevant parties (attendees, staff,
vendors) about the situation and any potential delays.
▪ Find a Workaround: Develop a contingency plan to address the issue. This
might involve rescheduling affected sessions, finding alternative equipment,
or adapting activities to work within the limitations.
• Speaker Cancellation:
o Problem: A key speaker cancels their participation close to the event date.
o Solution:
▪ Act Quickly: Reach out to your network of contacts to identify a suitable
replacement speaker who can address a similar topic.
▪ Negotiate Fees: Be prepared to negotiate a speaker fee within your budget
constraints.
▪ Update Communication: Inform attendees about the change as soon as
possible and provide information about the replacement speaker.
• Low Attendance:
o Problem: Fewer attendees show up than anticipated.
o Solution:
▪ Identify the Cause: Investigate why attendance fell short. Was it marketing
strategies, ticketing issues, or a lack of interest in the topic?
▪ Adapt Activities: Depending on the number of attendees, consider
modifying group activities or networking opportunities to maintain a more
engaging atmosphere.
▪ Gather Feedback: Collect feedback from attendees to understand their
experience and improve future marketing efforts.
• Technical Difficulties:
o Problem: Technical difficulties arise during presentations, live streams, or interactive
elements.
 o Solution:
▪ Be Prepared: Have backup plans in place for potential technical glitches.
This might involve pre-recorded presentations, offline activity options, or
additional IT support on-site.
▪ Quick Thinking: Think on your feet and troubleshoot the issue as discreetly
as possible.
▪ Communicate Transparently: If necessary, briefly inform attendees about
the issue and estimated resolution time.
Tips for Demonstrating Strong Problem-Solving Skills:
• Stay Calm and Composed: Maintain a calm and professional demeanor during
stressful situations. This will reassure attendees and staff.
• Think Critically: Analyze the situation quickly and identify potential solutions.
Consider the impact of each solution on the event and its objectives.
• Proactive Approach: Whenever possible, anticipate potential challenges and develop
contingency plans in advance.
• Effective Communication: Keep all stakeholders informed about the situation and
any implemented solutions.
• Learn from Experience: After the event, review what went well and identify areas
for improvement in your problem-solving approach.

➢ Responsibility and skills required by the various key people involved in Event
Management
Event Manager
Responsibilities
• Planning: Develop comprehensive event plans that encompass schedules, vendors,
and logistics.
• Budgeting: Manage your event’s budget carefully, ensuring cost-effectiveness while
maintaining high standards.
• Vendor Management: Select and collaborate with caterers, AV technicians, and other
vendors.
• Risk Management: Implement contingency plans and ensure compliance with health
and safety regulations.
• Team Oversight: Lead and organise your team for optimum performance and
delegate tasks efficiently.
Key Skills
 • Leadership: Possess strong leadership capabilities to guide your team effectively.
• Communication: Exhibit excellent verbal and written communication for clear
coordination and negotiation.
• Organisational Abilities: Demonstrate a keen eye for detail with exceptional
planning and organisational skills.
• Problem-Solving: React promptly with solutions during unforeseen event challenges.
• Customer Service: Maintain a focus on excellent customer service to ensure guest
satisfaction.
Event Coordinator
Responsibilities
• Create detailed event plans, including timelines and layout schematics.
• Coordinate with clients to establish event objectives and requirements.
• Liaise with vendors and suppliers to organise services such as catering, audio-visual
equipment, and transport.
• Manage event budgets and handle invoices.
• Oversee on-site event operations, troubleshooting any issues that may arise.
• Conduct post-event evaluations to assess outcomes and gather feedback.
Key Skills
• Communication: Clearly convey instructions to staff and articulate clients’ visions
effectively.
• Organisation: Maintain a structured approach to managing numerous tasks
simultaneously.
• Problem-solving: Identify potential issues and implement real-time solutions swiftly.
• Attention to detail: Ensure no aspect of the event is overlooked, from signage to
seating arrangements.
• Leadership: Guide your team with confidence to achieve seamless event execution.
Venue Finder
Responsibilities
• Scout and Secure Venues: You locate potential venues, arrange viewings, and
negotiate contracts.
• Logistical Planning: Align venue amenities with event requirements, considering
factors such as capacity, accessibility, and technical capabilities.
Key Skills
 • Negotiation: Secure favourable terms and prices.
• Attention to Detail: Scrutinise contracts for clauses that could impact the event.
Finance & Budget Manager
Responsibilities
As the Finance & Budget Manager, your primary responsibilities include:
• Budget Development: You are tasked with creating a comprehensive budget that
details expected revenues and expenses. This serves as the financial blueprint for the
event.
• Financial Tracking: You must keep a meticulous record of all financial transactions
and make certain that spending aligns with the budget.
• Cost Analysis: Regularly analyse costs to find savings and ensure cost-effectiveness
without compromising the quality of the event.
• Financial Reporting: Prepare clear and accurate financial reports for stakeholders,
highlighting the status of the budget and forecasted financials.
• Vendor Payments: Manage and negotiate payments and contracts with suppliers,
ensuring timely settlements to maintain good relationships.
Key Skills
Key skills that you should possess as a Finance & Budget Manager include:
• Analytical Thinking: Ability to dissect financial data and extract actionable insights.
• Attention to Detail: Precision in managing numbers and budgets, ensuring no
discrepancies.
• Strategic Planning: Proficiency in planning for the financial needs of the event and
anticipating future costs.
• Communication: Clear and efficient communication with team members and
stakeholders regarding financial matters.
• Problem-Solving: Aptitude for resolving financial issues and implementing cost-
saving measures when necessary.

Creative Director
Responsibilities
• Leadership: You will lead the creative team, providing direction and inspiration.
• Concept Development: Creating and refining the event concept to ensure originality
and feasibility.
 • Design Oversight: Managing overall visual design elements, including stage design,
lighting, and multimedia content.
• Liaison: Collaborating with other departments to align the creative vision with
logistics, marketing, and venue constraints.
• Quality Control: Maintaining a high standard of creative output and ensuring
consistency across all visual aspects.
Key Skills
• Innovation: Your approach should be fresh and novel, setting trends rather than
following them.
• Communication: Articulating ideas clearly and effectively with team members and
stakeholders is essential.
• Decision-Making: You must be swift and decisive, ensuring that the creative process
stays on track.
• Technical Knowledge: A strong understanding of design software, lighting, and sound
technology is critical.
• Problem-Solving: You are expected to find creative solutions to last-minute
challenges without compromising the event’s integrity.
Marketing Manager
Responsibilities
• Develop Marketing Strategies: You create comprehensive marketing plans that cover
the event’s goals, target audience, and the channels to be used.
• Brand Management: You ensure the event branding is consistent across all materials
and channels.
• Content Creation: You oversee the creation of promotional content such as social
media posts, email campaigns, and advertising copy.
• Analytics and Reporting: You analyse marketing data to report on the effectiveness
of campaigns and adjust strategies accordingly.
• Collaboration: You work closely with other team members to align marketing
activities with the overall event objectives.
• Budget Management: You are responsible for the marketing budget and ensuring the
best return on investment for all campaigns.
Key Skills
• Strategic Thinking: You are able to develop strategic marketing plans that align with
the event’s objectives.
 • Creativity: A knack for originality and innovation in your marketing campaigns is
essential.
• Communication: Excellent written and verbal communication skills are crucial for
creating compelling marketing messages and working with team members.
• Analytical Skills: You have the ability to interpret data to improve marketing
strategies.
• Leadership: As a manager, you’re expected to lead by example and motivate your
marketing team to reach their targets.
Sponsorship Coordinator
Responsibilities
• Identify and Research Potential Sponsors: Research, identify, and reach out to
potential sponsors who align with the event’s vision and goals.
• Create Sponsorship Packages: Develop tailored sponsorship packages that offer
valuable opportunities for sponsors while meeting the financial goals of the event.
• Negotiate Sponsorship Deals: Negotiate terms and benefits with sponsors, ensuring a
mutually beneficial agreement is reached.
• Stewardship of Sponsors: Maintain ongoing communication with sponsors before,
during, and after the event to ensure they receive the agreed benefits.
• Sponsor Fulfilment: Oversee the delivery of sponsor entitlements, such as
advertising, speaking opportunities, and branding placement.
• Monitoring and Reporting: Track sponsorship results and provide reports on the
effectiveness of the sponsorships to both the event team and the sponsors.
Key Skills
• Communication: Excellent interpersonal and communication skills for effective
negotiation and relationship management.
• Sales and Marketing Acumen: Strong understanding of sales and marketing
principles to create attractive sponsorship opportunities.
• Organisation: Ability to manage multiple sponsorship accounts and fulfilment
processes with keen attention to detail.
• Problem-Solving: Resourcefulness in overcoming challenges and meeting sponsor
expectations.
Registration & Ticketing Coordinator
Responsibilities
 • Oversee Registration Process: You must manage the entire registration process,
which includes the setup of online registration systems, the collection of attendee data,
and the handling of on-site registration procedures.
• Ticketing Management: Your responsibility is to oversee the distribution and sale of
tickets, monitor ticketing platforms, and ensure a seamless experience for attendees.
• Attendee Support: You are expected to provide prompt assistance and resolve any
ticketing or registration issues that attendees may encounter.
• Data Coordination: You will maintain the accuracy of attendee data and prepare
reports on registration metrics.
• Liaison Work: You must coordinate with other team members to ensure information
is up-to-date and any changes in event details are reflected in the ticketing
information.
Key Skills
• Attention to Detail: It’s crucial that you possess a keen eye for detail to manage
registration data and ensure error-free ticketing processes.
• Technological Proficiency: You should be comfortable with event registration
software and ticketing systems to efficiently handle your tasks.
• Communication: Strong communication skills are essential for providing clear
instructions to attendees and liaising with other team members.
• Problem-Solving: You need the ability to quickly address and resolve issues related to
registration and ticketing.
• Organisation: Your organisational skills will be vital in managing multiple aspects of
the registration and ticketing process simultaneously.
Benefits of Skilled Employees:
• Enhanced Efficiency: Skilled employees can perform their tasks efficiently and
accurately, saving time and resources during the planning and execution process.
• Improved Quality: Their expertise elevates the overall quality of the event. This can
involve creative elements, seamless logistics, and exceptional customer service.
• Problem-Solving: Skilled employees can think critically and solve problems
effectively when unexpected situations arise. This ensures the event stays on track and
minimizes disruption for attendees.
• Stronger Client Relationships: A team of skilled professionals can build trust and
rapport with clients by demonstrating their expertise, proactiveness, and commitment
to delivering a successful event.
• Positive Brand Image: A well-executed event reflects positively on the brand or
organization hosting it. Skilled employees play a crucial role in maintaining a
professional image and exceeding attendee expectations.
5.4 Career Opportunities in Event Management
The event management industry offers a diverse range of career opportunities, catering to
various skillsets and interests. Here's a breakdown of some popular career paths within event
management:
Core Event Management Roles:
• Event Planner: The jack-of-all-trades, event planners oversee the entire event
lifecycle, from conceptualization and budgeting to logistics and execution. They
manage vendor relationships, coordinate with various teams, and ensure the event runs
smoothly.
• Event Coordinator: Event coordinators work closely with event planners to manage
specific aspects of the event. This might involve registration, venue logistics, speaker
coordination, or audio-visual setup.
• Event Marketing Manager: Responsible for developing and executing marketing
campaigns to promote the event and generate ticket sales or registrations. They utilize
various marketing channels like social media, email marketing, and public relations to
reach the target audience.
• Event Operations Manager: Ensures the seamless on-site execution of the event.
They manage staff schedules, oversee venue operations, and troubleshoot any
logistical issues that arise during the event.
Specialized Event Roles:
• Wedding Planner: Specializes in planning and coordinating all aspects of weddings,
from venue selection and vendor management to decorations and ceremony logistics.
• Meeting & Conference Planner: Focuses on organizing business meetings,
conferences, and trade shows. They understand corporate event needs and ensure a
professional and productive environment.
• Festival & Concert Organizer: Plans and executes large-scale festivals and concerts.
This role requires expertise in crowd management, staging, and security measures.
• Destination Management Organization (DMO) Specialist: Works for DMOs to
attract conventions, meetings, and events to a particular destination. They build
relationships with event planners and promote the destination's unique offerings.
• Social Media Event Coordinator: the influence of social media has been drastic in
the past few decades. It has spread its wings over many industries, starting from
marketing to events. The job responsibilities of a social media event coordinator
include promoting events online, creating unique hashtags, designing digital
campaigns and doing live feeds to garner more attention for the event.
 • Marketing or Communications Manager: remember how we spoke about working
in-house with a company earlier in this article? Well, as an event management
graduate, you can take up the job of a marketing or communications manager in a
mid-size or large-size organisation. If you take up this role, you will be responsible for
organising promotional events for the company’s products and services. However, this
will be one among various other responsibilities that you will have to fulfil as a
communication manager. Hence, you must be equipped with other skills apart from
event planning to do justice to a role of this calibre.
• Staff Coordinator: if you pursue event management as a career, you can also work as
a staff coordinator. The major responsibilities of a staff coordinator include taking care
of logistics concerned with the staff on site, encouraging them in order to enhance
productivity and taking charge of training the personnel according to the requirement
of the event.
Other Event-Related Careers:
• Event Technology Specialist: Manages event technology like registration platforms,
event apps, and audio-visual equipment. They ensure seamless integration of
technology into the event experience.
• Event Caterer: Provides food and beverage services for events. They work with event
planners to develop menus, manage staffing, and ensure high-quality food service
throughout the event.
• Event Florist: Creates floral arrangements and décor to enhance the event's ambience.
They work with event planners to understand the event theme and create visually
appealing floral installations.
• Event Entertainment Specialist: Books entertainment acts like musicians, speakers,
or performers for events. They consider the event theme and target audience to select
appropriate entertainment.
Factors to Consider When Choosing a Career Path:
• Interests: Identify your areas of interest within event management. Do you enjoy
planning logistics, developing marketing campaigns, or managing on-site operations?
• Skills: Consider your strengths and skillsets. Are you strong in organization,
communication, budgeting, or marketing?
• Event Type: Do you prefer large-scale festivals or intimate corporate events? Are you
drawn to weddings or trade shows?

➢ skills needed to start your career in event management

• Networking skills: event management is a people-driven industry and largely relies
on professional relationships. Hence, it is essential for professionals in this industry to
build a strong network with a diverse set of event planning professionals. In fact, your
 professional network can also help you in finding potential business leads. A great way
to start networking is by attending industry events and conferences. You can also try
your hands at virtual networking to connect with event management professionals
across the globe.
• Organisational skills: people who choose this career option must have impeccable
organisational skills as they have to keep in control of a number of tasks. Starting from
client meetings to budgets, event managers have their toes dipped in an array of
things. Hence, organisational skills top the list of skills required to start a career in
event management.
• Creativity is the key: people who work in this field must have cutting-edge ideas so
that the events they organise have a tinge of uniqueness to them. Brainstorming is
essential when it comes to a creative career, hence, you should coordinate with other
members of your team to come up with the best designs, themes and décor. You should
be up-to-date with current trends and modify your plans accordingly.
• Adaptability: in a constantly changing world, it is imperative that you change your
business outlook too. Moreover, being adaptable gives you the skills required to
handle unprecedented situations. When in this business, you must always embrace the
“go with the flow” attitude. This will give you the confidence to overcome challenges,
if and when they come your way.
• Observational skills: As an event management professional, you must have excellent
observational skills and a keen eye for details. This not only helps you in keeping your
organisational skills in check but ensures that anything out of normal catches your eye
the minute you come across it. It keeps you alert and helps you deal with challenges.
5.5 Ethics In Event Management And Role Of ISES (International Special Event
Society)
Ethics are a crucial aspect of event management, guiding decision-making and ensuring the
success of an event while upholding moral principles. Here's a detailed breakdown of ethical
considerations for event planners:
Core Ethical Principles:
• Transparency and Honesty:
o Be transparent with clients, vendors, and attendees regarding budget allocations,
contractual obligations, and potential risks associated with the event.
o Avoid misleading information in marketing materials or overpromising what the
event can deliver.
• Fairness and Inclusivity:
o Strive to create an inclusive environment where everyone feels welcome and
respected, regardless of background, abilities, or gender.
 o Ensure fairness in vendor selection, speaker opportunities, and accessibility
considerations for attendees with disabilities.
• Sustainability and Environmental Responsibility:
o Implement sustainable practices throughout the event lifecycle. This might
involve reducing waste, using eco-friendly materials, and minimizing the
event's carbon footprint.
o Consider partnerships with sustainable vendors and promote environmental
awareness among attendees.
• Data Security and Privacy:
o Implement robust data security measures to protect the confidentiality of
attendee information collected during registration or other interactions.
o Clearly communicate your data privacy policy and obtain informed consent
from attendees regarding data collection and usage.
• Professional Conduct:
o Maintain a professional demeanor in all interactions with clients, vendors, and
attendees.
o Uphold high ethical standards in business practices, avoiding conflicts of
interest, bribery, or unethical marketing tactics.
Ethical Dilemmas and Solutions:
• Scenario: A high-paying vendor offers a significant kickback in exchange for their
selection over a lower-bidding competitor.
• Solution: Decline the kickback and select the vendor based on qualifications and best
value for the event. Transparency and fairness are paramount.
• Scenario: The client requests inaccuracies in marketing materials to exaggerate the
event's offerings.
• Solution: Explain the ethical implications of misleading information. Propose
alternative marketing strategies that are truthful and compelling.
• Scenario: The chosen venue has a history of labor rights violations.
• Solution: Research alternative venues with ethical labor practices. If feasible, discuss
these concerns with the current venue and advocate for improvement.
Benefits of Ethical Event Management:
• Stronger Client Relationships: Building trust with clients through ethical conduct
leads to long-term partnerships and repeat business.
• Enhanced Reputation: A reputation for ethical practices attracts clients, vendors, and
attendees who value transparency and integrity.
 • Positive Brand Image: Events conducted ethically reflect positively on the brand or
organization hosting them.
• Increased Stakeholder Satisfaction: Ethical practices ensure fair treatment of all
stakeholders involved in the event, leading to higher satisfaction levels.
• Sustainable Industry Growth: By prioritizing ethical practices, event planners
contribute to a sustainable and responsible event industry.
➢ emerging issues and practical approaches:
Emerging Ethical Considerations:
• Artificial Intelligence (AI) and Data Privacy: As AI becomes more integrated into
event management (e.g., chatbots, personalized recommendations), ensure
transparency about data collection practices and responsible use of AI algorithms to
avoid bias or discrimination.
• Social Media Advocacy and Influencer Marketing: If partnering with social media
influencers to promote the event, encourage transparency regarding sponsored content
and avoid misleading endorsements.
• Accessibility for Virtual and Hybrid Events: With the rise of virtual and hybrid
events, ensure accessibility for attendees with disabilities. This might involve closed
captioning for presentations, alternative text descriptions for visuals, and interactive
elements usable by people with different abilities.
• Cultural Sensitivity: When hosting international events or events with diverse
attendees, be mindful of cultural sensitivities. This includes food choices, dress codes,
and presentation styles to ensure inclusivity and respect.
Practical Approaches to Ethical Event Management:
• Develop a Code of Ethics: Create a formal code of ethics for your event management
company. This document should outline ethical principles, conflict resolution
procedures, and disciplinary actions for unethical behavior.
• Educate Staff and Partners: Educate your team members and partners (vendors,
contractors) about ethical considerations in event management. Regular training
sessions can promote awareness and ensure everyone is aligned with your ethical
values.
• Partner with Ethical Vendors: Select vendors who share your commitment to ethical
practices. Consider labor practices, environmental responsibility, and data security
when evaluating potential partners.
• Promote Sustainability: Integrate sustainable practices throughout your events. This
could involve reducing paper usage, opting for locally sourced food and materials, and
offsetting carbon emissions.
 • Embrace Transparency: Be transparent with all stakeholders about your ethical
commitments. Publish your code of ethics on your website and communicate your
sustainability efforts to attendees and clients.
Addressing Ethical Dilemmas:
• Establish a Clear Decision-Making Framework: Develop a framework to guide
ethical decision-making in complex situations. Consider factors like potential
consequences, alignment with your code of ethics, and impact on stakeholders.
• Seek Guidance and Consultation: If faced with a challenging ethical dilemma, seek
guidance from mentors, industry associations, or legal counsel. External perspectives
can provide valuable insights.
• Document Your Decisions: Document your decision-making process and the
rationale behind your choices, especially for complex ethical dilemmas. This fosters
accountability and transparency.

➢ International Special Events Society (ISES) International Live Events Association

(ILEA)
The International Special Events Society (ISES) no longer exists under that name. It
rebranded itself as the International Live Events Association (ILEA) in a recent
announcement.

The International Live Events Association (ILEA) is a professional organization for those
involved in the live events industry. They focus on providing education, certification, and
resources for event professionals around the world.
ILEA is the principal association representing the creative events professional,
globally. ILEA advances the live events industry by creating an inclusive global community
dedicated to personal and business development, and inspiration to elevate all professionals
engaged in live events.

The ILEA Vancouver Chapter was founded in 1993 and its membership represents skilled
professionals who are passionate about networking knowledge and event inspiration.

The International Live Events Association provides members: collaborative networking,

education and professional development, inspiration, outward awareness and credibility to
ensure a thriving global creative events profession.

key things ILEA does:

• Education: ILEA offers a variety of educational opportunities for event professionals,
including conferences, workshops, and webinars. They also manage the Certified
Special Events Professional (CSEP) designation, which is a recognized credential in
the event industry.
• Advocacy: ILEA advocates for the live events industry on a global scale. They work
to promote the value of live events and to ensure that the industry has a positive
impact on the communities it serves.
• Networking: ILEA provides opportunities for event professionals to connect with
each other and share ideas. They host networking events and maintain online
communities where members can connect.
Mission and Vision:
• Mission: ILEA's mission is to advance the live events industry by fostering a global
community dedicated to professional and business development, while inspiring all
event professionals to elevate their craft.
• Vision: They envision an inclusive global community where live event professionals
can thrive through collaboration, knowledge sharing, and continuous improvement.
Membership:
• ILEA boasts a membership exceeding 1,500 individuals across 40+ chapters in 35
countries.
• Membership provides access to various benefits, including:
o Educational resources and programs
o Networking opportunities with industry peers
o Advocacy and representation
o Recognition through awards and certifications (like CSEP)
• They actively encourage event professionals to join their community.
Impact on the Industry:
• ILEA plays a significant role in shaping the live events industry by:
o Promoting best practices and setting industry standards.
o Providing thought leadership through research and publications.
o Advocating for the economic and social value of live events.
• Their CSEP designation is a recognized benchmark for professional competence in
event planning and execution.
Additional Initiatives:
• ILEA goes beyond just membership by offering various programs and resources:
 o Events: They host conferences, workshops, and webinars on various event-
related topics.
o Publications: They produce industry publications and research reports.
o Awards: They recognize excellence in the industry through awards programs.
• ILEA chapters around the world provide local events, networking opportunities, and
resources tailored to specific regions.