• Sonali Nair CMP, DES, HMCC, MIE

As an event prof, why do you need to know your Organizational Goals?

Organizational goals lay the foundation of a company keeping its vision and mission in consideration. Goals give an organization a purpose and direction to strive for success for the upcoming year. Almost every function in the company is linked with the organizational goals. Creating a strategic event strategy starts with identifying the organizational goals,

understanding their relevance, where they are stemmed from, and then utilizing the power of Events to reach those goals. Examples of Organizational Goals can be:

Qualitative Goals-

• To increase customer engagement in our new product line for 2020.

• To increase brand positivity and loyalty amongst users.

• To increase Employee Satisfaction

Quantitative Goals-

• To increase organizational revenue share by X %.

• To increase sponsorship sales by X Dollars.

• To increase the total event revenue compared to event budget spent by


When we understand our Organizational Goals, the next best thing to do is to center those Event Goals around the organizational goals. For instance, the qualitative goal we just discussed, in order to increase customer engagement for your new product line, the relevant type of event will be a Product Launch or a Thought Leader’s Conference. On the other hand, to increase revenue, you may consider hosting a Trade Show.

Additional examples of Event types that align with your organizational

goals are:

• To inform, educate & celebrate Organizational Success: CompanyWide’s or Sales Kick-off

• Increase Product Usage & User Engagement: User Conference

• To drive B2B Sales & Marketing both: Luncheon Seminars

• To celebrate user community: Happy Hours or Networking Event

• To market yourself as a Community Brand: Fundraisers or Galas

• To address Shareholders, Board Members: VIP Black-tie events

• To hire new employees: Recruitment Drive

• To demonstrate your Product: Product Demo or Webinar