Theme management is the use of a unique central idea in writing, or a piece of art, to communicate the purpose of the event in combination with other aspects of the event, such as branding and the message you intend to pass to the attendees in regards to the event project.

The major functions of theme management are:

Theme Principles

As an events’ organiser the purpose of establishing a theme is to get the attention of the primary stakeholders such as sponsors and other financial investors firstly, then that of your potential audience. The theme, therefore, should spark an interest to them and encourage them to participate in the event and all other matters related to it. Ensure you communicate effectively with emphasis on the reason why the event is being held and the message you intend to send by holding the event. Identify and evaluate the circumstances that sparked the idea of the event and ascertain what the prospective attendees would want to gain or achieve by attending the event.

Theme Development

Develop goals and objectives based on what you want to achieve and the expectations of key stakeholders. This can be achieved by establishing the key idea or thought about the event and the matters or message you plan to address. Establish multiple ideas on the main aspects of the event and its function. These factors will enable you to develop a clear verbal or written representation of the event.

Cultural Iconography

This is the use of artifacts, images, and other items which give a clear meaning or purpose of the event that easily relates with your target audience.  You should get to know what these items symbolise or represent based on the culture of your target audience to avoid sending the wrong message or incorrect impression about the event. In most cases, symbols and images differ or vary in meaning depending on culture, age and time. It is important to observe and respect this factor to the benefit of the attendees who are valuable assets in any event.


For the event to be unique, your imagination plays an important part in creating original and meaningful ideas. You stimulate these ideas by conducting thorough research on the internet and through books, consulting with other stakeholders or brainstorming on current knowledge. This helps formulate effective communication for your creative ideas so you can easily begin working on all matters related to the event. The ideas should be systematic and in rhythm with each other.

Theme Integration

The factors listed above should enable you to easily form a mental image of the event and combine all important aspects to the events’ theme. This is important as it helps to outline the perception these elements will bring out of the event before it takes place. These elements need to be unique to create an extraordinary event experience. Ensure the ideas are practical and coordinate with each other.

Theme management is an important aspect as it is the central part of every event project.