Best Practices for Working With an External Event Team


We always encourage new clients to view us as members of their own teams — ones who just so happen to bring event-specific expertise, a fresh perspective, and a commitment to making their lives easier.

The truth is, many companies don’t have the resources to manage an event internally, and planning duties often fall on those with other primary job functions, like administrative assistants or marketing managers — leading to a planning process that’s more stressful and time-consuming than it needs to be.

Hiring an external event agency like SEQ is, in our view, the single best way to bring your dream event to life. And understanding how to collaborate effectively can maximize the impact of the gathering while still aligning with your year-round marketing strategies and goals. 

Here are some of our go-to tips for ensuring a successful partnership:

1. Recognize the value of experienced event planners

First things first: It’s crucial to understand why we’re here! Experienced event planners are adept at blending creativity with practicality, helping you form an overall strategy while ensuring that every aspect of your event is both innovative and achievable within your budget and other constraints. 

One of the most significant benefits of hiring an external event planner is our ability to cut through the clutter when it comes to complex logistics. From venue selection and vendor relationships to budget management and sponsor integration, an experienced team can foresee and mitigate potential challenges — freeing you from the time-consuming details and allowing you to focus on the bigger picture.

2. Loop us in on your year-round marketing strategy and goals

Even if you think it’s not relevant, we want to hear it! A key advantage of working with an external event team is our ability to integrate your broader marketing strategies, goals, and branding into the planning process. 

By sharing your year-round vision and objectives, we can design and customize events that not only stand out but also contribute to your overall brand messaging and marketing milestones. This alignment ensures that your events are more than just isolated occurrences — they become pivotal, impactful moments on your marketing calendar.

3. Communicate clearly, and define roles and responsibilities

Remember the old phrase “too many cooks in the kitchen?” To ensure a smooth collaboration, it's crucial to clearly define the roles of all parties involved and identify key stakeholders early in the planning process. 

In short: We need to know whose opinion to prioritize, and who to be going to with progress reports and questions. This clarity helps set expectations, facilitate communication, and ensure that every aspect of the event is covered — without any duplication of efforts.

4. Stay open to changing things up from how you’ve done them before

At SEQ, we’ve seen and worked on a lot of events — and typically have a good idea of what works and what doesn’t. That means we might challenge you to think outside the box and try new things to help your events stand out in a crowded market.

Whether it's incorporating the latest technology, exploring unique themes, or engaging guests in unexpected ways, an external event team can help you push the boundaries to create something your guests will remember for all the right reasons.

5. Trust us to do what we do best

Trust is the cornerstone of any successful partnership. Once you've chosen an event planner, it's crucial to trust their expertise, judgment, and vision. You hired us for a reason, and we’re here to make your life easier and create the most successful event possible. We got this.

6. Get ready to actually enjoy event day!

Imagine an event day where all you have to worry about is making connections and enjoying yourself? Whether it’s a large conference, a fundraising gala, a company retreat, or an award ceremony, Team SEQ is on-site on event day making sure any problems that arise aren’t your problem — so you can focus solely on the important business, networking, or fundraising you need to do. 

Ready to get started? Connect with us today