How to Plan a Corporate Event

As the co-founder and lead recruiter at Oriel Partners, I’ve worked with countless PAs and EAs who are responsible for planning corporate events. I know first-hand how daunting it can be – there’s always a long list of details to juggle, expectations to manage, and unforeseen hiccups to handle on the day. 

Whether you’re an in-house events staff member, a PA like many of the candidates I place, or a professional event planner, getting corporate events right takes skill, organisation, and a lot of patience.

Over the years, I’ve seen what works and what doesn’t. In this guide, I’ll walk you through my top tips for planning a successful corporate event, ensuring you cover all bases from start to finish.

Your Corporate Event Planning Checklist

Effective event planning involves several critical steps. Here’s a checklist I swear by to ensure everything runs smoothly.

1. Define Your Event Objectives

The first question I always ask when helping someone plan an event is: What’s the goal? Understanding your event objectives will shape the planning process, whether it’s networking, team building, or a product launch. Measurable goals also make it easier to assess success later.

Sometimes, the main goal is obvious, but secondary objectives can add extra value. For example, if networking is the priority, why not also use the event to showcase company culture or introduce new initiatives?

2. Establish a Realistic Budget

I can’t stress this enough: set a budget early and stick to it. I’ve seen people go overboard on catering or entertainment, only to scramble for funds later. Prioritise major costs like venue, food, and speakers, and then decide where you can cut back if needed.

Sponsorships can be a great way to offset costs. If you’re organising a larger event, consider reaching out to companies that may want branding opportunities in exchange for financial support.

3. Select the Right Venue

Choosing the venue is one of the most important decisions you’ll make. It needs to fit your guest list, be easy to access for all, and have the right facilities. I always recommend visiting multiple venues before making a decision. You’d be surprised how different a place can feel in person compared to its website photos.

Also, think about tech capabilities. If your event involves presentations or hybrid elements, ensure the venue has reliable Wi-Fi and AV equipment.

4. Plan the Agenda and Content

A well-structured agenda keeps attendees engaged. I’ve found that mixing things up – keynote speakers, breakout sessions, networking slots – works well to maintain energy levels throughout the event.

One of my favourite tricks is to add an element of surprise, like an unannounced guest speaker or unexpected entertainment. These little touches keep people talking about your event long after it’s over.

5. Promote Your Event

Promotion is crucial, especially for external-facing events. Email marketing and social media are great tools, but tailoring your strategy to your audience makes all the difference.

I always suggest creating a unique event hashtag – encouraging attendees to use it can boost engagement and visibility. If your event is industry-specific, consider reaching out to influencers or sector leaders to help spread the word.

6. Coordinate Logistics and On-Site Management

I’ve learned that the best way to manage event-day chaos is by having a rock-solid logistics plan. Transportation, accommodation, catering – everything needs to be organised ahead of time. If you’re working with external suppliers, brief them thoroughly before and during the event.

A dedicated on-site team is invaluable. Assign clear roles and responsibilities to ensure smooth execution and have a backup plan for unexpected issues (trust me, there will be some!)

7. Create a Detailed Timeline

I always recommend breaking the planning process into manageable tasks with deadlines. It prevents last-minute scrambles and helps everyone stay on track.

Regular check-ins are also important. Whether it’s a weekly planning meeting or quick status updates, keeping communication open ensures the entire team is aligned.

8. Focus on Attendee Experience

From my experience, the events people remember most are those that prioritise attendee experience. Small personal touches – like customised agendas or personalised welcome messages – can make a huge difference. Equally interactive elements like polls and Q&A sessions keep people engaged and involved.

Make sure the basics are covered, too. Comfortable seating, easy access to toilets, and well-placed refreshment areas all contribute to a positive experience.

9. Implement Sustainable Practices

Sustainability is a growing priority in event planning. If your company values eco-friendly initiatives, consider things like digital invitations, recycling stations, and sustainable catering choices.

I love seeing events that ditch plastic swag bags in favour of reusable or biodegradable materials. Even small efforts can make a big impact. You could even encourage attendees to bring their own reusable water bottles or provide branded ones as keepsakes.

Interested in sustainability? Check out this guide on sustainable practices in the modern workplace.

10. Consider Virtual or Hybrid Options

Virtual and hybrid events are here to stay. If you’re hosting one, make sure the online experience is just as engaging as the in-person one. Reliable streaming platforms and interactive features like live Q&As can help bridge the gap between physical and digital attendees.

If you’re planning a music event, you might be interested in this article on the future of virtual concerts.

11. Manage Your Guest List

Keeping track of RSVPs, dietary requirements, and special requests can be overwhelming, but good event management software makes it easier. I always recommend having a check-in system – QR codes or an app can help streamline the process on the day.

Post-event, don’t let your guest list go to waste. Use it for follow-ups, thank-you emails, and future invitations.

12. Post-Event Follow-Up

Gathering feedback is one of the most valuable things you can do after an event. Whether through surveys or informal chats, understanding what worked and what didn’t will help you refine your approach next time.

I also suggest analysing key metrics like attendance rates, engagement levels, and ROI. If you’re reporting to stakeholders, having solid data will strengthen your case for future event budgets and improvements.

Master business event planning with preparation 

Corporate events can be a big undertaking, but with careful planning, they don’t have to be overwhelming. I’ve seen first-hand how careful preparation can turn an event from stressful to seamless.

By following these steps, you’ll be well on your way to organising events that not only meet objectives but also leave a lasting impression on attendees.

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