Special Events Coordinators working in corporations or industries usually work in the marketing or public relations department. The individual’s main function is to formulate special events and promotions to enhance the image of the company as well as to make it more visible. Special events and projects may be developed and conducted for employees or may be implemented and executed for the community.
The Special Events Coordinator of a corporation may plan events and promotions for a variety of purposes. The three main ones are to keep up employee morale, to build better public relations, and to obtain publicity and promotion for the company. For example, the individual might execute a special event to highlight the achievement of one or more employees, such as the highest-producing salespeople in the company. This would boost employee morale. He or she could run a promotion to raise funds for a community cause or charity. This would help build better community relations, leading to better public relations. A special event spotlighting the introduction of a new product would help the company obtain publicity and sales.
Special Events Coordinators have a great deal of responsibility. They must come up with innovative ideas and then take them from inception to fruition. All this must be accomplished within a budget and a time frame. Individuals might plan any type of event, from a Christmas party for employees to a celebration for a corporation that has been in business for fifty years.
The individual begins the process by being notified that a special event or promotion is required in the company. This is usually initiated by someone in the public relations, marketing, or advertising department or by upper management within the corporation. The Special Events Coordinator must then determine general information about the program. This includes the type of event that will be planned, whom it is for, and the purpose, size, time frame, and proposed budget. The Special Events Coordinator is responsible for developing an appropriate event. The goal is to come up with a novel, workable idea. He or she might come up with this alone or may brainstorm with management or members of the public relations, marketing, advertising, or promotion department. After a number of rough ideas have been developed, the Special Events Coordinator sits down and works out the details and writes a basic plan for the event. If approval is received, the individual can move forward and put the promotion into action.
It is his or her duty to locate people, places, and items necessary for making the event a success. The coordinator may have to hire entertainment, talent, caterers, hosts and hostesses, and costumers. Other people may have to be hired and supervised to implement every aspect of the program. He or she might have to locate tents, chairs, stages, promotional items, gifts, and special food. The individual has to scout out locations, dates, and times. Every detail of the entire event becomes the responsibility of the Special Events Coordinator.
The individual may have writing functions, including the preparation of press releases and other publicity on the upcoming event as well as post-publicity on portions of the program that have already occurred. The individual may be required to write, design, and/or lay out programs, booklets, flyers, leaflets, and/or brochures about the program. Writing reports on the status or the result of promotions and events is usually necessary. At times the Special Events Coordinator may function as a public relations person. He or she may call the media and arrange interviews, articles, feature stories, photo opportunities, and broadcasts. The individual also has to set up and execute press conferences, cocktail parties, luncheons, and dinners.
The Special Events Coordinator is expected to be present at most if not all promotions and events. Days are long. Events often take place in the evening or on weekends. Individuals usually work on many projects at one time. The Special Events Coordinator is often judged by his or her last event. The individual can execute one hundred successful programs, but if one is deemed a failure, people remember that one. This can be stressful for some people. Depending on the organization of the corporation in which the individual works, he or she might be responsible to the marketing director, the public relations director, or one of the company vice presidents.
Salaries depend on the responsibilities and experience of the individual as well as the type of business and its size, location, and prestige. Compensation will also be dependent on how important the company considers this particular position. Annual earnings for those working in corporations and industries can begin at $25,000 for an individual with limited experience working in a small corporation. Salaries go up to $56,000 or more for those who have experience and are working in major corporations. Special Events Coordinators who have created extraordinary events and promotions may earn even more. Individuals working in corporations usually have their salary enhanced by various benefit packages.
There are countless corporations and industries located throughout the country. It should be noted, however, that not every company has this position. Smaller industries and corporations often make public relations, marketing, or advertising departments responsible for planning and implementing special events and promotion functions.
While there are a number of ways to advance the career of a Special Events Coordinator working in a corporation or another industry, prospects are only fair. The individuals could move into the position of marketing director or public relations director of the company where he or she is working. In order to do this, however, the current public relations or marketing director would have to be promoted or leave for a better position. Individuals might also move up the career ladder by locating a position in a larger, more prestigious company where salaries would be higher.
Possible majors include communications, public relations, English, liberal arts, advertising, business, and journalism. Any courses or seminars dealing with special events, promotions, public relations, and publicity will be useful.
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