Orchestrating Your Event to the Next Level
The event planning industry is seen to grow at a rate of 44% by the year 2020. Among the biggest players of this industry are corporate businesses, marketing and advertising professionals, political organizations, industry trade organizations, and hotels/travel.
How do you ride this wave effectively and successfully?
Equip yourself with more advanced skills, the kind of skills that will drive you to come up with innovative concepts, creative design, and perform a flawless execution.
This 2-day program is aimed at powering your events to the next level, building your brand and promoting your products and services. Events, after all, have become the over-arching strategic marketing tool to build and promote your brand, and the face of your organization to the world.
You will understand the planning and management process of events, take look at creative design themes and inspirations for events, learn how to promote your events using digital marketing tools, create value for your customers, and learn from successful events case studies. You will also learn how to evaluate your event by looking at financials and ROI of event projects.
Learning Outcomes
Building on existing knowledge, participants will be able to:
1. Set SMART event objectives to ensure ROI
2. Design events through an event canvass
3. Manage event budgets, P&L
4. Use digital marketing to promote events
5. Create customer value through events
Key Course Topics and Descriptions
Day 1, Wednesday, May 06, 2015
1. Short Review of Phases of Event Management
A take off point and review of the very important phases in event management – research, design, planning, coordination, and evaluation to understand the overall framework in event management.
2. The Event Canvass
Understanding the business model of events where key structure and elements are identified – customer segments, customer relationship, channels, value proposition, key activities, key resources, revenue streams, key partnerships, and cost structures are spelled out and an appreciation of how they work together in a business plan.
3. Digital Marketing Tools for Events
Leverage on digital tools to help you market and sell your events to target customers in a cost efficient and effective manner. Know how to use social media platforms, email marketing, search/SEO, mobile, and video marketing to promote your events.
4. Creating Customer Value in Events Marketing
The purpose of the business is to create customers. Customers are the life blood of the business. Learn how to create customer value in events for greater and sustainable patronage. Get insights how to delight customers in events and enjoy long staying power in the eyes of your target customers.
5. Trends and Forecasts in Events Management Industry
Know what is new and current trends in events for guidance in planning, designing, executing event projects. Learn what ticks in successful events and deploy same elements, tactics and techniques in managing your events.
Day 2, Thursday, May 07, 2015
1. High Impact Creative Concept in Events
Event projects require unique creative concept and executions for strong visibility and greater audience impact. Know various themes, design inspirations, colors and motifs to execute the creative aspect of your event.
2. Financials in Event Management (Forecast Versus Actual)
What is the Profit and Loss (P&L) of your event project? Learn how to do a P&L in this session given projected incomes and cost parameters in mounting your event. How do you come-up with positive bottom line and ROI in your event project?
3. Corporate Sponsorship Marketing in Events
Sponsorship marketing is a must in events. Know how to creatively craft sponsorship packages and execute successful campaigns.
4. Case Studies of Various Types of Events (Lifecycle, Entertainment, Sporting, Conferences and Trade Shows)
A short presentation and panel discussion of various successful events highlighting its critical success factors and lessons learned from industry practitioners and professionals.
5. Presentations of Event Project
A group presentation of event project by participants using lessons learned from the course.
Who Should Attend
Event Professionals/Managers, Corporate Communication Managers, Brand Managers, PR Professionals, Trade Show/Exhibition Organizers/Managers, MICE Planners, Event Project Managers, Marketing/Advertising Managers/Professionals, HR Managers, Business Owners/Entrepreneurs, Students, and those involved in event planning/organizing/ managing; or those shifting careers to event management
Registration Fees and Discount Scheme
Local Participants Rate
– Php 18,599
– Php 20,999 Walk-in/On-site
Foreign Participants Rate
– US$ 425
– US$ 478 Walk-in/On-site
Discount Scheme
Package of 5 Delegates + 1 Free
10% Discount to Past Delegates
Fees are inclusive of VAT, meals and manual.
Resource Speakers and Experts
Alice Conway, CSEP
Alice Conway, CSEP
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.
Dr. Mina T. Gabor
Dr. 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.
Norelyn T. Babiera
Norelyn T. Babiera
Vice President, Fiera de Manila, Inc.
President and Co-Founder, AND.PH, Inc.
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).
Cristina Barretto Cabildo
Cristina Barretto Cabildo
Events Planner and Stylist
Events & Milestones
Cristina Barretto-Cabildo has a solid experience in organizing events and staging trade shows and exhibits. She had a hand in organizing and implementing international trade exhibitions, such as, the Manila F.A.M.E shows, one of the banner projects of the Center for International Trade Expositions & Missions (CITEM), an attached agency of the Department of Trade & Industry (DTI). She worked as Chief Trade & Industry Development Specialist in the Operations Group of Hardgoods Division. She was also a member of the DTI Business Development Team for Giftware and Holiday Decor 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, Hong Kong Gifts and Houseware Fair, Hongkong, Salone del Internazionale del Mobile (Trade Show on Furniture & Furnishings, Milan, Italy), Frankfurt International Autumn Fair, Frankfurt, Germany, International Home Furnishings Market, High Point, NC, USA, Tokyo International Trade Fair/Yokohama Exotic Showcase, Tokyo & Yokohama, Japan, Philippine Selling Mission & Solo Philippine Display in Melbourne & Sydney, Australia, and was a recipient of a scholarship funded by the Centre for Promotion of Imports from Developing Countries (CBI) on Technical Training Course on Organizing Group Participation in International Trade Fairs (INTFAIR) held in Rotterdam, The Netherlands.
Cristina was cited as head of the team that was awarded as The Most Creative Idea by DTI and The Anvil Awards for Exhibition Design Excellence by the Marketing Association of the Philippines.
Currently a full-time Events Planner & Stylist based in the south, handling mostly life cycle and milestone events, and a Managing Partner of Emprise Coach Training & Consultancy Services.
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.
Ma. Dinah A. Remolacio
Ma. Dinah A. Remolacio
Executive Director, Organisasyon ng Pilipinong Mang-aawit
Head Coach, Xavier School Fencing Varsity Team
Dinah is the Executive & Marketing Director of the Organisasyon ng Pilipinong Mang-aawit, the country’s leading non-for-profit organization of professional Filipino singers. She has vast experiences in events management, research and development, program conceptualization, corporate sponsorship marketing, campaign development and fund mobilization. Among the projects she staged are #PalakasinAngOPM 2015, Pinoy Music Festival 2014, Pinoy Music Summit 2014, Pinoy Music Summit 2014, OPM Fair 2013 & 2011.
Together with Noel Cabangon, she was the Conference Co-Director of the very first Pinoy Music Summit that was held on March 19, 2014. The conference was designed to address cultural shift, music related issues and challenges that hinder the progress of OPM Music as an economic driver.
In collaboration with Bactidol Philippines, Dinah also developed the #PalakasinAngOPM Campaign that generated the mounting of numerous activities focused on Pinoy Music Promotion such as Mission: EO 255, A Run for Stricter Implementation of Executive Order 255, The OPM Radio Sessions and the #PalakasinAngOPM Collab Sessions.
Dinah is a former national athlete for almost ten (10) years before she ventured into coaching and management of sporting events. She was part of the fencing varsity team in UP Diliman when she was in college and eventually was recruited by the national team to represent the Philippines in the Southeast Asian Games and World Cup. After her playing stint, she concentrated on team management and mounting of sporting events such as management of UAAP Fencing Championship, to which she was appointed as the Tournament Director in 2011-2013.
Up to this day, she serves as the Head Coach and Program Director of Xavier Fencing Varsity Team.
