Planning an Event
EVENT MARKETING
MAJOR PROJECT – Planning an Event
EVENT MARKETING (MKT2070) 2020
Assignment Description:
This is a GROUP assignment.
For this assignment, your team will develop a plan for a fictitious event that is either in-person, virtual, or hybrid format.
MAJOR COMPONENTS OF EVENT PROJECT
VALUE (%)
DUE
Event Plan Components:
Part A: Outline of the Event Plan
10%
Week 4
Part B: Marketing, Operations and Financials (MOF)
15%
Week 11
Part C: Final Event Plan
20%
Week 14
TOTAL
45%
Team: Work in a team of two (2) to three (3) students.
You will represent event planners working for an organization.
Event Timing:
This is a full or half day event (6-8 hour duration)
To take place 1 to 2 years from now (in the future)
Event Topics: Groups will select ONE of the topics from the list below.
Location of the event: the event must be held somewhere in the province of Ontario, Canada.
Budget: The amount of funds available from the host organization is indicated in the Budget column. Reminder:
You are not limited to this budget and it is expected that you will find additional funds to execute your ideas/plans. (consider sponsors, ticket sales, merchandise sales, registration fees, Etc).
Target Market: Identify the generation for the event topic selected.
Team Collaboration
You are not expected to meet in-person to complete this assignment. Companies around the world are turning to online collaboration tools to help them work – this is an excellent opportunity to learn how to use some of the tools used to do it.
Your agency team will be required to collaborate using these options listed below:
Microsoft TEAMS is available free to all students via Office 365. It is an easy to use platform with a chat tool, shared file storage with live edit capabilities, and other online collaboration tools. Add your team members and include your instructor (me) so there can be discussions and I can see your ideas.
ZOOM Meetings is available for free to all students at Conestoga College. You can create an account and conduct online meetings to discuss your project.
Event Topics – Please select one of the topics from the list below. Please be sure to review the criteria for an Organizational Event (pg. 4). Find examples online of similar events so you can be familiar with what the typical experience would include (as it relates to target market experience and expectations).
TYPE
IDEAS
# OF ATTENDEES
STARTING BUDGET
1
Commercial Event
Product Launch
or
New Restaurant Opening
50 – 100 people
$7, 000.00
per location
2
Community Event
Music Concert
50 – 100 people
$10,000.00
3
Industry (Sales) Event
Tradeshow (B2B)
50 – 100 people
$10,000.00
4
Corporate Event
Strategic Planning Conference
50 – 100 people
$15,000.00
5
Charity or Not-for Profit Event
Annual Fundraiser
50 – 100 people
$2, 000.00
Choose a generation for your target market.
Choose your topic (during week 2).
Part A – Outline of your Event Plan (10%)
DUE WEEK 4 – See EConestoga for specific date. Late assignments are not accepted and will receive a grade of 0.
Share your Event Plan
Information Required:
Team Organization: Prepare a one-page team contract outlining your roles, responsibilities, communication tools and scheduled dates of meetings. Identify in writing each team members Conestoga email contact information. (a template is posted for you to use)
Event Topic: Identify the topic selected.
Company: Chose a company – who is the company/organization your team will work for/with and why?
Generation: What generation will the event target?
Two (2) Ideas: Based on your research about the event topic and the company, brainstorm and propose a minimum of two event ideas (come prepared to discuss your ideas).
“Best fit” idea (from the two ideas above): based on the company, the generation and using areas of Marketing, Operations & Financials (MOF) as your reasoning. This will be the event that your team works on for the rest of the semester.
Format: Decide the format for the event (hybrid, in-person or virtual) based on your “best fit” MOF analysis.
Venue/Location: What are your venue choices? Include a minimum of two (2) options.
Event Objectives: Create goals and objectives for your event using SMART criteria (pg 225 of the text).
Marketing: one goal and a minimum of two objectives
Operations: one goal and one objective
Financials: one goal and a minimum of two objectives
(sample goals and objectives can be found in Chapter 5)
Report Format:
Prepare your report in Word or Equivalent (3-5 pages) – no other format will be graded unless previously approved (in writing) by your instructor.
Use a consistent font size (12 pt) and style (Helvetica, Arial, Calibri or similar) for all written content
Use of headings, subheadings, diagrams, tables, images, etc. is encouraged. It must look professional.
Bullets points are allowed if supported by introductory statements
You must support your ideas with research from the textbook, online sources, the library. Images and other research must be referenced using APA format (please use APA in-text citations).
Part B – Marketing, Operations and Financial Outline (15%)
DUE WEEK 11 – See for specific date. Late assignments are not accepted and will receive a grade of 0.
What to include:
Event Summary: Write a paragraph on the event you have chosen.
Date: What is the date of your event and your location (venue and city)?
Event Objectives: Add and revise if necessary from Part A.
Marketing – Describe your primary and secondary target markets for your event and create a persona for your ideal attendee (must include Demographics, Geographics, Psychographics, Behaviours). See Target Market worksheet in the course shell and persona templates. How will you market to your primary target market and why?
Operations – Create an outline of logistics and suppliers needed for the event.
(Topics may include the following depending on your event – choose all that apply: venue choice, rentals, food & beverage, lighting, audio visual, sound or power related plans, technology needed, security, media handling, guest transportation, guest accommodation, photographer, videographer, etc..) Add other areas unique to your event that need to be mentioned.
Financials – Generate a Revenue and Expense spreadsheet that takes all revenue and expenses into account for your event. Research actual costs. What are the main categories of expenses. State your starting budget and sponsorship income.
Report Format:
Prepare your report in Word or Equivalent (approx. 5 pages) ) – no other format will be graded unless previously approved (in writing) by your instructor.
Use a professional title page, table of contents, references and appendices as required
Use a consistent font size (12 pt) and style (Helvetica, Arial, Calibri or similar) for all written content (excluding headings, etc.)
Use of headings, subheadings, diagrams, tables and images. This is a professional business report.
You must support your ideas with research from the textbook, online sources, the library. Images and other research must be referenced using APA format (please use APA in-text citations).
Your report should be creative and thorough. Creativity is rewarded!
Part C – Event Plan (20%)
DUE WEEK 14 – See eConestoga for specific date. Late assignments are not accepted and will receive a grade of 0.
You may reference/use information from Part A, Part B, PBA# 1, 2, 3.
What to include:
Students should include the below topics in the Proposal. There may be some elements that are not applicable to your event, however the majority of these will be and should be discussed in your report:
Introduction to your Event
Overview of what your event is about and the vision you have for your event
Clearly explain your reason for recommendation of either a in-person, virtual or hybrid event format for this organization
Outline your goals and objectives for Marketing, Operations and Financial
Marketing and PR plan
Marketing Objective
Target Market: Who is your primary target market (identify a Persona).
Marketing Schedule (choose appropriate timeline for this based on your event)
How will you reach/influence the target market (what channels will you use and why).
How you will reach the goals and objectives set out in the introduction.
Promotion examples (print, social media, storyboard, etc.)
3. Operations:
Operations Objective
Suppliers (where applicable) that will be involved in your event and what functions each of them will manage.
Project Planning for your event (timeline)
Timeline of event (12/9/6/3 months out – from idea creation to 24 hours before event). Include a minimum of three items that need to be done at each of the times listed and include breakdown of responsibilities. (Use an Excel schedule, timeline or GANTT chart showing the process.)
Logistics and Supplies/Suppliers (include all that apply):
Venue choice, justification, layout, etc.
Production Schedule (i.e. for 24 hours prior to event, till 6 hours post event)
Security
Media handling
Rehearsals/ Briefings
Travel of guests to and from event
Guest Transportation
Guest Accommodation
Photographer
Videographer
Other areas unique to your event that need to be mentioned
Catering and Hospitality
Food and beverage
Risk Management and Legalities
Discuss what risks apply to your event and what contingency plans you have in place (use the four risk categories discussed in your PBA)
Include risk assessment form (include top five risks ranked highest to lowest)
Financial Plan for your event (projected costs, funding, expenses, budget etc.)
Financial objective
Event budget (use Microsoft Excel) include information with details that shows all expense categories, identifies all potential sources of revenue. (make sure this matches your financial objective)
If you have sponsors/partners, include your letter, tiered sponsorship levels and event and sponsor benefits.
Close – Down
Administrative duties
Physical close-down
Evaluation and recording
Conclusion – write a closing paragraph about the event plan, recommendations and fit to the target market.
References page – all pictures and content must be referenced using Conestoga APA standards
Report Format:
Prepare your report in Word or Equivalent (approx. 10 -12 pages) – ) – no other format will be graded unless previously approved (in writing) by your instructor.
Use a professional title page, table of contents, references and appendices as required
Use a consistent font size (12 pt) and style (Helvetica, Arial, Calibri or similar) for all written content (excluding headings, etc.)
Use headings, subheadings, diagrams, tables, images. This is a professional business report.
You must support your ideas with research from the textbook, online sources, the library. Images and other research must be referenced using APA format (please use APA in-text citations).
Your report should be creative and thorough. Creativity is rewarded!
Rubric for Written Elements
See online rubric for more specific allocation of marks for each part of the project.
Grade Element
Grade Value
LEVEL 5
Exceptional
LEVEL 4
Accomplished
LEVEL 3
Met Expectations
LEVEL 2
Developing
LEVEL 1
Needs Improvement
Content
65%
Excellent coverage of topic. Detailed information provided for this topic within the context of your event.
Data supported by high quality research.
Good coverage of topic. Information provided has good detail and fits within the context of the event.
Data is supported by research.
Topics covered have sufficient details that are relevant to event.
More details could be included.
Some data is supported by research.
Topics covered could be more detailed and/or more relevant to event.
Limited use of research.
Topic not covered sufficiently.
Not very relevant to event.
Little to no research.
Application of Course Material
20%
Shows original, creative, strategic thinking. Demonstrates excellent understanding of course material.
Shows original ideas and some creativity. Demonstrates a solid understanding of course material.
Event is solid but not creative. Demonstrates some understanding of course material.
Event is simple and not creative. Demonstrates limited understanding of course material.
Event is not appropriate. Demonstrates little understanding of course material.
Quality of Work (Format, visuals, organization, spelling/grammar)
15%
All format requirements are executed with professionalism and creativity.
No spelling or grammatical errors.
Very easy to follow logic.
Layout and design elements enhance a reader’s very clear understanding of the content.
Most format requirements are executed with professionalism.
No spelling or grammatical errors.
Easy to follow logic.
Layout and design elements help enhance a reader’s clear understanding of the content.
Some format requirements are met to a professional standard.
Minor spelling or grammatical errors.
Somewhat easy to follow logic.
Some layout and design elements enhance a reader’s understanding of the content. Some room to improve overall.
Some format requirements are met but are poorly executed. Several spelling or grammatical errors.
Difficult to follow logic.
Layout and design needs improvement in many areas. Difficult in many areas to have a clear understanding of the content.
Format requirements not followed.
Too many spelling or grammatical errors.
Very difficult to follow.
Layout and design is flawed and does not enhance a reader’s understanding of the content.
1