Introduction
Events are strategic marketing and communication tools used by companies to introduce and promote products and services. Events practitioners and professionals seriously look at the emerging science of ‘events management’ as a multi-disciplinary field of study. Its recent growth led Experts on events management to establish the discipline as a profession and not anymore just as an ad hoc committee work.
In the Philippines, there are various types and classification of events as broadly categorized based on purposes and objectives:
1. Social and Cultural events – music, fashion shows, concerts, ceremonial, religious, art, heritage, folklore, etc.
2. Life Cycle events – weddings, birthdays, anniversaries, parties, etc.
3. Organizational events – commercial, sales, product launches, brand activation, exhibitions, trade fairs, selling missions, in-store promo display, caravan/roadshows, etc.
4. Learning events – conferences, seminars, training, conventions, meetings and incentives.
5. Sporting events – sports, games, etc.
6. Political events – rallies, meetings, etc.
7. Fund raising events – for good causes and advocacy.
The Event Professional takes on the role of an Event Producer, Event Manager and/or Event Coordinator.
1. The Event Producer directly invests or fund the event. He/She can organize and manage the event, or he/she hires
Event Managers and Coordinators to execute/implement the event.
2. The Event Manager takes care of over-all event management functions, such as: planning, leading, organizing, and controlling of an event project.
3. The Event Coordinator executes/implements tasks and activities, in whole or in part, in the event project.
The Event Professional is involved in the planning and execution of an event project. He/She is an Expert in project management which entails conceptualization and implementation of design/creatives, campaign for participants (attendees) and corporate sponsorships, marketing and communication strategies, logistics and technical requirements, and special activities and entertainment of the project.
There is a need to develop skill sets for events management professionals, and thus, it is necessary to organize annual conference to train and update industry event professionals/practitioners with latest the trends, thought leadership, best practices, technologies and tool sets in event management.
Key Conference Topics
Day 1, Tuesday, May 20, 2014
AM Session
1. The New Normal, Thought Leadership and Best Practices in Event Management
2. Defining Event Management and Event Professional in Today’s New Normal
3. Understanding the Phases of Event Management
PM Session
4. Knowing Event Management’s Protocol, Etiquette and Ethics
5. Event Marketing Plan and Strategy
6. Trends in Event Design and Decor
7. Panel Discussion on Different Types of Events
Day 2, Wednesday, May 21, 2014
AM Session
1. Corporate Sponsorship Marketing
2. Nuts and Bolts Trade Show Management (Case Study)
3. Development of Event P&L and Budget That Works
PM Session
4. The Best of Life Cycle Events (Case Study)
5. Development of Metrics for Evaluating Success of Events
6. Banquets Preparation and Management.
7. Effective Use of Social Media and Email Marketing for Events
Who Should Attend
Event Professionals/Producers/Managers/Coordinator, Corporate Communication Managers, Brand Managers,
PR Professionals, Trade Show/Exhibition Organizers/Managers, MICE Planners, Marketing/Advertising Managers/Professionals, and those involved in event planning, organizing, and managing.
Registration Fees
P16,000 + VAT for 2 days, inclusive of meals, conference kit and taxes
US$ 450 for Foreign Nationals
Discount Scheme
– Package of 5 Delegates + 1 Free
– 20% discount to Academe/Students/Government
– 10% discount to Early Bird on or before April 25, 2014.
The Resource Speakers and Experts
Alice Conway
Alice Conway
Director for Events, Stratford University
Certified Special Events Professional (CSEP)
Alice is the Director of Event Management Program of Stratford University in Falls Church, Virginia, where she produces all the major university events. She received both her Bachelor’s and Master’s Degrees in Music Education from the University of Rochester’s Eastman School of Music, and a Masters in Business Administration from Stratford University. She completed all academic requirements for a Doctorate in Higher Education at Stratford University.
Alice is one of the elites in international events management industry to hold the Certified Special Events Professional (CSEP) designation from the International Special Events Society (ISES), and one of a handful event professionals to reach Emeritus status. She is the Founder and past President of the Greater Washington Chapter of ISES and served for years on the Board of Directors and the Advisory Board. She taught and lectured at universities in Spain, Canada, De La Salle University in the Philippines, University of San Diego, University of Southern Oregon, Temple University, James Madison University and University of Arizona.
Alice mentored students all over the world, many of whom attained successful careers and achieved CSEP status. She is in demand as an industry speaker. In 2010, she was presented with a Lifetime Achievement Award from the Greater Washington Chapter of ISES.
In 2000, Alice Conway and Dr. Mina T. Gabor, President and Chairman of ISST (International School for Sustainable Tourism), worked closely with the DLSU-College of St. Benilde to start and implement the Certification Course on Events Management in the Philippines.
Mina T. Gabor
Mina T. Gabor
Chairman and President
International School of Sustainable Tourism (ISST)
When you think of world-wide success in the crafts export business, there is only one name, and that is Mina T. Gabor. She is a visionary. Dr. Gabor started and established the first handicraft export manufacturing company in the Philippines, Lawin Cottage Industries. She was the pioneer in the development and marketing of non-traditional export products. She also set up the first buying office in Manila (Lawin Merchandising Service, Inc.) and became a successful buying agent for the major retailers in the United States, Japan, Australia, Singapore, London, and France.
She founded and served as President of CITEM( Center for International Trade Expositions and Missions, Inc.), the export promotion agency of the Department of Trade and Industry. Among her notable accomplishments in CITEM were the establishment of the Philippine Trade Training Center (PTTC) with the Japanese grant of 15M USD to build it, and got the franchise of the World Trade Center for the Philippines. At this time, she did not only make her business successful, but she also stimulated the country’s cottage industry, pushed it to go urban and world-class, and introduced it to the world.
From 1996 to 1998, she was the Secretary of the Department of Tourism. During her term, she successfully established Philippines as a destination thereby achieving more than two million tourist arrivals. Today, Dr. Gabor works on her advocacy as Chair/President of International School of Sustainable Tourism and as founder and president of the Philippine Small and Medium Business Development Foundation, Inc. (PHILSMED). She is also actively involved in various business organizations such as Chair of Philippines-Canada Business Council Council; Chair Emeritus International Women’s Forum – Philippines; member of the Board of the De La Salle University – College of Saint Benilde, where she introduced the Events Management Course of the George Washington University to De La Salle.
Norelyn T. Babiera
Norelyn T. Babiera
Vice President
Fiera de Manila, Inc.
Certified Special Events Professional (CSEP)
www.fmi.com.ph
Norelyn is the Vice President of Fiera de Manila, Inc. – a company that organizes trade shows/exhibitions, conferences, seminars and corporate events for the last 18 years.
Prior to founding Fiera de Manila, Inc., she worked with CITEM-DTI (Center for International Trade Expositions and Missions, Inc.) for 12 years handling Manila FAME Market Week and Philippine official participation to international trade shows and trade missions. In CITEM, she was involved in export industry development program, international trade, investments and export marketing, and packaging of project proposals for funding of international organizations.
She served as Local Consultant of JETRO, MITI (Japan External Trade Organization, Ministry of Trade and Investment) from 1998 to 2004.
She is a digital marketing practitioner and passionate about Analytics – how data are used to guide digital marketing campaign strategies using Social Media, SEO/Search, Email Marketing, and E-Commerce.
She holds a Master’s degree in Sociology as a Ford Foundation Scholar from the Ateneo de Manila University and a Bachelor’s degree in Psychology from the University of St. La Salle, Magna Cum Laude. She holds a Certification on Exhibition Management Course in Milan, Italy in 1992-1993.
She is one of the Founding Directors of IMMAP (Internet and Mobile Marketing Association of the Philippines) and DCOM (Digital Commerce Association of the Philippines).
Rose H. Libongco
Rose H. Libongco
President, Homestay Philippines, Inc.
Director, Global Leadership Initiatives for Sustainable Tourism, Inc.
Rose H. Libongco is a travel and tourism advocate for the Philippines. With more than 30 years experience in the hotel and tourism industry, she has earned the regard of the industry. She is President of Homestay Phils, Inc. and Director of Glist.inc (Global Leadership Initiatives for Sustainable Tourism, Inc.)
She has enjoyed various leading Sales and Marketing roles within premier international properties in the Philippines including the Sofitel Philippine Plaza, Westin Philippine Plaza, Hotel Inter-Continental Manila and most recently, the Mövenpick Resort & Spa Cebu.
Rose is noted as the longest serving president of the Hotel Sales & Marketing Association, Phils. She also served as President of the MITE Philippines and representative for multiple terms of the Department of Tourism’s Congresses and Conventions wherein she co-marketed “Conventions City Manila” and “Meetings Make Manila.” She is a frequent speaker, trainor, and consultant on hospitality, travel, tourism, salesmanship, incentive programs, and public relations.
Rose graduated from the University of Santo Tomas with a degree in Bachelor of Literature in Journalism, magna cum laude.
Matt Anjelo de Guzman
Matt Anjelo de Guzman
Marketing Officer-Promotions, Makati Medical Center
Certified Event Management Professional (CSEP)
Matt Anjelo de Guzman has a solid background in managing and executing exhibits and corporate events. He uses the science of ‘event management’ as a strategic, multi-dimensional marketing and communication tool to introduce, sustain and/or innovate products and services. He is actively involved in the standardization of staging events in the country as a founding member of the Society of Events Professionals in the Philippines (SEPP).
He started out as an Event Coordinator at 1410 Events then moved on to become Corporate Communications Officer at Amtrust Leisure Corporation (Enchanted Kingdom). He is currently the Marketing Officer for Promotions at Makati Medical Center where he is responsible for the custom promotional initiatives of the hospital.
Matt got his Event Management Certification from the First Philippine Certification Course on Event Management, a joint program of the Philippine Department of Tourism, International School of Sustainable Tourism, and the Stratford University, Virginia, USA. He finished his Bachelor’s degree in Journalism, Major in Print and Broadcast Media in the Manila Times School of Journalism and Bachelor’s of Arts in Philippine Studies, major in Philippine Mass Media in De La Salle University, Manila.
Peach Natividad
Peach Natividad
Digital Strategy Director
McCANN Worldgroup
Peach is the Digital Strategy Director for McCANN Worldgroup, the largest advertising agency in the Philippines. She drives digital strategy leadership for the group while leading a team of strategists from different specializations. Before McCANN Worldgroup, Peach spent time in Tribal DDB as Head of Digital Planning and Analytics and as Digital Strategist for OgilvyOne Manila.
Peach is a certified IMMAP instructor, chairing the Data and Analytics track. She believes in the power of numbers in understanding people, having graduated Magna Cum Laude from the University of the Philippines with a degree in Economics, major in Mathematics and minor in Anthropology.
Victorino “Rino” Pangilinan Datuin
Victorino “Rino” Pangilinan Datuin
Design Consultant and Chairperson
DLSU-College of St. Benilde
President, National Council of Industrial Designers of the Philippines
Victorino Pangilinan Datuin is a design consultant specializing in furniture, furnishings & space interiors, exhibitions & special events, and store design & visual merchandising.
Rino is a powerful force in the exhibition design field. He was Chief of the Exhibitions and Designer Division of Center for International Trade Expositions and Missions (CITEM) from 1994 to 2005. The following year, he took on as Exhibition Design Consultant of the Philippine International Furniture Show, which was put up by the Chamber of Furniture Industries of the Philippines (CFIP).
His notable design projects were those done with PITC Tindahang Pinoy in Dubai, UAE, Boston Seafood Show in NORPAC USA, Lor Calma Associates for the Expo Zaragoza in Spain, Forssman Pacific Corporation in the US, Luntao Residence in Glasgow, Scotland, Antel Spa Suites, Hermes boutique in Greenbelt Mall Makati.
Noting these accomplishments, it is no surprise that he got awarded for his exemplary design work, among which is the Best Booth Design Award for the Organic Food Pavilion Bio-Search organized by CITEM. His recent award was a Special Citation from VCOP Pavilion IFEX/Bio-Search organized by CITEM.
He has travelled to cities in Asia, Europe, and USA all of which are rich sources of design inspirations.
Rino is also a faculty member of the Industrial Design & Visual Design department in De La Salle-College of Saint Benilde and Miriam College. He graduated cum laude from UST College of Architecture and Fine Arts with a degree in Fine Arts major in Industrial Design. He got his MBA degree from De La Salle University. He is currently the President and Board Member of the National Council of Industrial Designers of the Philippines and also an Honorary Founding Member of the Visual Merchandising Association of the Philippines.
Cristina Barretto Cabildo
Cristina Barretto Cabildo
Events Planner and Stylist
Events & Milestones
Ching B. Cabildo has a solid experience in organizing events and staging trade shows and exhibits. She had a hand in organizing and implementing trade exhibitions, such as, the Manila F.A.M.E shows. She worked as Chief Trade & Industry Development Specialist in the Operations Group of Hardgoods Division. She is a member of the Department of Trade and Industry (DTI) Business Development Team for Giftware and Holiday Decor and CITEM (Center for International Trade Expositions and Missions) Ex-deals Committee.
Amongst her important career accomplishments are her work as the official Philippine Representative and Project Manager of overseas projects, such as, the International Houseware Show, Tokyo, Japan, 1996, Hong Kong Gifts and Houseware Fair, Hongkong, 1994, Salone del Internazionale del Mobile (Trade Show on Furniture & Furnishings, Milan, Italy, 1993), Frankfurt International Autumn Fair, Frankfurt, Germany, 1991, International Home Furnishings Market, High Point, NC, USA, 1990, Tokyo International Trade Fair/Yokohama Exotic Showcase, Tokyo & Yokohama, Japan, 1989.
Ching was cited as head of the teams that were awarded as The Most Creative Idea by DTI and The Anvil Awards for Exhibition Design Excellence by the Marketing Association of the Philippines.
Jennifer Ann Hernandez-Labiano
Jennifer Ann Hernandez-Labiano
Certified Event Manager
Certified FIBA Manager
FIBA Academy Programme, World Academy of Sport
Ms. Jennifer Ann Hernandez-Labiano has over 10 years of experience working with sporting events. She worked with the University Athletic Association of the Philippines (UAAP) in Operations & Finance and Tournament Director for two seasons, Samahang Basketbol ng Pilipinas, Inc. as Operations Head, Philippine Football Federation as Administrator, LEAD Institute of Sport as Program Coordinator for Football, and Ateneo de Manila University as University Athletics Project Officer. For international events, she had worked as International Technical Official and Head of international Secretariat of 1st Asian Beach Games in Bali, Indonesia and 23rd Southeast Asian Games in the Philippines, respectively. She also attended the ASEAN Football Federation Congress in Phnom Penh, Cambodia.
Jen holds a Master’s Degree in Business Administration from Ateneo de Manila University. She also got certifications in Finance and Events Management from FIFA Futuro III Administration & Management Follow-up Course in Kuala Lumpur, Malaysia. Just last year, she got her certification from the Event Management Certification Course by Fiera de Manila, Inc.
She is a Certified Open Water Scuba Diver (PADI – Diver No. 0805A99716).
Doricel “Dodie” S. Crisostomo
Doricel “Dodie” S. Crisostomo
Special Projects Director
Mareco Broadcasting Network, Inc.
Doricel S. Crisostomo has 12 years experience in event management. She served as Marketing Communications Manager of The Royal Mandaya Hotel where she did not only establish the hotel’s management software system but also launched programs that improved the hotel’s sales and performance. Concurrently, she is the Executive Assistant to the EVP & COO of Mareco Broadcasting Network, Inc.
From the hotel industry, Dodie went to work in the entertainment industry. She started handling TV special airings and other marketing events and promotional activities. Among her big projects are the mounting and promoting the concerts of Bamboo and Yeng: By Request at the Waterfront Hotel Cebu; Martin Nievera – Gary Valenciano AS1: The Provincial Tour and three other Martin Nievera’s big solo concerts; Basia Live in Manila at the Araneta Coliseum; AiAiAy: The Greatest Performance of My Life at the Araneta Coliseum; Lani Misalucha: Missing You at the Araneta Coliseum; Crossover Live Parties.
Dodie holds a Bachelor’s Degree in Business Administration major in Computer Application from De La Salle University – College of Saint Benilde.
Danny J. Eguia
Danny J. Eguia
Executive Director
Digital Commerce Association of the Philippines (DCOM)
Danny Eguia is currently the Executive Director of the Digital Commerce Association of the Philippines (DCOM), the premier trade association of E-Commerce sector in the Philippines.
Prior to his stint at DCOM, he was the Executive Director for 6 years of the Internet and Mobile Marketing Association of the Philippines (IMMAP), which has been successfully mounting the annual Internet and Mobile Marketing Summit since 2007. He honed his event organizing skills at the Center for International Trade and Expositions and Missions (CITEM) as trade show manager for a series of Manila FAME Furniture and Furnishings Market Weeks in 1985 and 1986; project manager for Philippine participation in international trade shows in Milan in 1987, The Netherlands in 1988, North Carolina, USA in 1989; and participated in trade show training workshop conducted by the Australian Trade Promotions Office in Melbourne in 1988.
After his government stint, he went into publishing via Trends, Inc. (1990-93) and Belgosa Publishing (1993-1998), Franchise Manager for Fabricare Laundromat in 1998-2001. Then back full circle into organizing Furniture Trade Shows for the Chamber of Furniture Industries of the Philippines (CFIP) until 2006.
Czats T. Lopez
Czats T. Lopez
Director of Event Management
Marriott Hotel Manila
Czats Lopez has been in the hospitality industry for 12 years. Her strength lies in her solid background in Events Management, where she is able to lead her team to exceed target customer needs, associate satisfaction, and maximize the financial performance of the department.
Czats started as Sales Executive for events at New World Renaissance Hotel. Then she went on to be the Senior Marketing Services Manager for SMX Convention Center. At Marriott Hotel Manila, she is the 2013 Global Event Management Leadership Diamond Awardee. She also received the award Hotel of the Year in Asia Pacific for the year 2011.
Dale Padrelanan
Dale Padrelanan
Banquet Operations Manager
Marriott Hotel Manila
Dale Padrelanan is a seasoned professional with over 24 years of experience in the restaurant, hospitality, and fast food industry. He had worked in luxury hotels, restaurants, golf and country clubs, and major fast food chain in planning, marketing, cost analysis, budgeting, expense control, staffing and training and quality management. He has strong and proven ability to handle catering/banquet functions of up to 1000 with knowledge in different types of service, and implement team building and interpersonal relations skills with employees and guests.
Dale worked as Captain Waiter then as Banquet Service Manager at New World Hotels. At Rydges Hotels & Resorts in Auckland, New Zealand, he held a position Food & Beverage. He started his career with Marriott International as Banquet Maitre’D at JW Marriott Hotel in Washington D.C.
