TAHM5014 Event Management. Assessment 2: Event Management Proposal. FULL Name & Student ID number: Dao, Zhijian (z ) Khan, Arsalan (z )

Transcription

1 TAHM5014 Event Management Assessment 2: Event Management Proposal FULL Name & Student ID number: Dao, Zhijian (z ) Khan, Arsalan (z ) Wei, Shilin (z ) Wong Yan Lam, Phoebe (z ) Wong Tsz Yan, Crystal (z ) Date: 2 nd September 2011

2 Event Management Proposal for Charity Event NOFFS UNSW Executive summary The event is designed to raise funds for Ted Noffs and create awareness of the charity at UNSW. The event is in sync with Ted Noffs s Goals and Values. Ted Noffs is an organisation that aims to help young people. Preventing drug and alcohol addiction is one of the main aspects that they put a lot of effort into. At our event the primary target market will be people with a keen interest in sports and games, creating a positive image for young addicts- this primary target market can be accessed via the sporting clubs at UNSW and other institutes. Drug users and alcoholics cannot do intense exercises due to the side effects from drug and alcohol abuse. Hence, this event will send out a positive message. Our sports day will create role models for the addicts, sending a message of you can also achieve this after fighting your addiction. 2

3 Table of Contents 1. Introduction P.6 2. Event vision / mission statement P.6 3. Event goals/ measurable objectives P Event goals P Measurable objectives P.6 4. Event concept P.6 5. Event feasibility P.6 6. Approvals and consultations Appx.1 7. Marketing and Communication Strategy P Target Audience P Pricing P Promotion P Competitor analysis P.8 8. Sponsorship and other forms of income P Sponsorship for event P Opportunities for sponsorships P Sponsorship for prizes P Celebrity endorsement of the event P. 10 Sponsorship proposal Appx.2 9. Financial management P Poor performance P Expected performance P Above expectations P Sources of income P Grants P Ticket sales P Detailed budget with itemized expenses: financial spreadsheet Appx Pricing plan - Break-even analysis Appx Method for payment of accounts P Other relevant control systems (i.e. cash handling) P Risk management assessment Risk management spreadsheet Appx.4,5,6 3

4 10. Operational Planning P Site maps and plans P Logistics P Transport P Waste and environmental management P Noise P Access to services P Cleaning P Event Staging P Theme P Décor P Layout/setting P Stage P Entertainment P Sound P Production schedule Appx Staffing and Spectator management P Staffing P Organizational chart P Job descriptions P Event manager P Sponsorship manager P Marketing manager P Financial manager P Human resource manager P.20 Work breakdown structure Appx Volunteers P Volunteer organizational chart P Job descriptions Volunteers P Team leader P Vice team leader P Events/ activities volunteers P Selection and recruitment P.21 4

5 12.7 Roster - Calendar of organizing Appx Event day schedule Appx Volunteer management P Safety and Security P Safety and Security of the event audiences, performers and staffs -- P In the case of an injury P Spectator management P Signage P Spectator flow planning P Admission control P Event evaluation P Event Goals (re-done) P Measurable objectives (re-done) P Evaluate P.24 5

6 1. Introduction We have decided to hold a sports day at campus, to raise money for Ted Noffs, the decision has been made with keeping the event vision and goals in mind. 2. Event vision / mission statement Our mission for this event is to support the addicts in their quitting process and encourage them to stay positive. Our slogan is: We can do it; so can you. 3. Event goals/ measurable objectives 3.1 Event goals To build up a positive images for the youth drug addicts and alcoholic To hold a successful Ted Noffs Game Building awareness to the drug issues from the university students 3.2 Measurable objectives To engage at least 60 teams in the Noffs games Donate $4600 to Ted Noffs after deducting costs Increase the traffic to Ted Noff s website by 10% 4. Event concept The concept of the event is to hold a games day at UNSW- in order to engage the student community in helping the youths that are suffering from drug addiction. We have kept the event fun and festive. We wanted the event to align well with Ted Noffs s work and for it to compliment young people. Hence, we are holding a rely games day in teams of four. Where we will set up a rely hurdle and the winner with the fastest times will get a great prizemembership to a gym (we kept the prize relevant to sport as well). 5. Event feasibility The event is so far on track - as we have approvals from University to hold the event, they are still communicating with us on final location at university. For further feasibility please look at details outlined in section Approvals and consultations The University has approved all insurance issues - Appendix 1 6

7 7. Marketing and Communication Strategy 7.1 Target Audience The target audience of our event is the student community at the University of New South Wales (UNSW) and the other universities in Sydney such as Sydney University and University of Technology Sydney (UTS). The primary target audience is the sport clubs member from the University of New South Wales. We invite all the sport clubs at the UNSW to be the event sponsors as to assure their members to join our event. The secondary target audience is all the university students around Sydney. The reason for targeting them as a secondary target is that they will be extremely busy in week 10 and 11 because of the last quarter of the semester and probably won t join our event unless they are a sports lover. 7.2 Pricing We will have a simple ticket system for our event. There will be only one type of ticket - $25 dollars per participant. And all the tickets of this event are presold tickets, which means that there will be no ticket selling on the sport day. 7.3 Promotion There will be three strategies to promote our event- print ad, social network and personal marketing. The Print Ad: We will design a poster and a flyer in order to deliver our key event message to the students on campus, as well as the students from the UNSW Foundation, UTS and the University of Sydney. Cost: $126 for flyers (500 Qty ) & $93 for posters (50 Qty) Time: From 11 th September,2011 to 7 th October,2011 Social Network: we will establish a Facebook page to communicate with the general university student community in Sydney. We will have the basic information about our event and the latest update of our event on the page. 7

8 Cost: NO Time: From 3 rd of September, 2011 to 7 th of October, 2011 Personal Marketing: we will send the personal invitation letter to all the sport clubs and UNSW associations via . We will also assign two days to have an on campus promotion for our event. On the promotion day, we will have a counter on campus, which allows the students to buy the event ticket. The volunteers will give out flyers and convince the students to participate the Noffs Games. Furthermore, we will have a megaphone attached to a podium with the slogan Say Something Nice. This allows student to use the megaphone to say something nice for the day and we will place a donation box near the podium so students can donate some coins when they use the megaphone. Cost: NO Time: 19 th September,2011 & 26 th September, Competitor analysis The potential competitor of our event will be the other sporting events and the sport clubs events that may be held on the same fortnight as ours. Also, the other events being held at UNSW for Ted Noffs competition to our events, but we have to keep in mind that all the events are for ted Noffs fundraising. The limitations of our event are the availability of the campus as a venue, the commitment from sports clubs and the university associations as well as the greater university community will help us to assure their members to join our event. Lastly, our sponsorship will be targeted towards sports clubs, for them to sponsor their own members for this great cause and GFitness to sponsor the prizes for the day, perhaps sports drink- like Redbull, V and elixa energy drink for on day presence. 8. Sponsorship and other forms of income 8.1 Sponsorship for event We have approached three energy drink companies, out of which two have responded. Our plan is to have these companies sponsor the event in order to cover the costs of the event and also to raise extra funds for Ted Noffs. The three companies approached are as follows: 1. RedBull 2. V energy 8

9 3. Elixir We have offered the following to these three sponsors: NOFFS GAMES DAY. Fundraising for Ted Noffs October (first week), 2011 We invite you to be a part of an important fundraising event NOFFS UNSW. The event is a meaningful way to raise money for, and awareness of tednoffs and brings together friends to celebrate the youth who have survived drug and alcohol addiction and to remember those no longer with us due to this problem. Who are we? We are a group of five students doing our masters at UNSW and we are studying Event management for charities, and as part of our course we are doing an actual event to show skill- and to help our community, our event is approved by UNSW- if you require a official letter, we can provide it. The event will run on a chosen date in the first week of October, a day event, to raise funds and create cheer. The presentation accompanying this letter will explain the event in detail. The money we raise locally will be donated in full to tednoffs (please visit the website of tednoffs for details on how they use donations) There are many levels of support for you to consider as a sponsor. By offering financial support, you can help us reach our goal of $5000 in our fight against drug and alcohol addiction. 8.2 Opportunity for sponsorships $3000 EXCALIBUR SPONSOR Corporate logo printed on materials (flyers, posters, tickets) Corporate logo on banner Four (4) corporate signs Recognition at Opening and Closing Ceremonies Venue can be branded by the company- standees, etc 9

10 $2000 DIAMOND SPONSOR Corporate name printed on materials Two (2) corporate banners or signs Recognition as a Diamond Sponsor Apart from this you can also just donate- any amount you like and discuss with us, what we can do for you in return. We are open to your needs, talk to us! 8.3 Sponsorship for prizes We have approached various fitness gyms and training studios to sponsor the prizes for the games day. We have already received a confirmation from Gfitness who have agreed to sponsor four gym memberships for us as first prize to the winning team. Please see appendix for details of correspondence. 8.4 Celebrity endorsement of the event We have contacted the Sydney Roosters and the Rabbitos to see if they can help us by sending a celebrity player to our NOFFS Games, the player would create a lot of hype and would help get us noticed. The player/players would help us in the closing ceremony and hand out the main prizes for us. See appendix 4 for Sponsorship proposal. 9. Financial management Since the event is on the planning stage, there are three budget models provided based on different levels of performance (poor, expected, above expectations). We are targeting 90 sports clubs from University of New South Wales (UNSW), University of Sydney (USYD), and University of Technology Sydney (UTS) as these clubs can sponsor their members to join the event. We assume most conditions are the same for the three levels of performance. The major differences appear when the number of the responding sports clubs and the number of tickets sold are different. 9.1 Poor performance Only 34% of the sports clubs (30 teams) we have targeted will give us response and sponsor their club members to join the event; and we can only sell 40 tickets (10 teams) to individuals 10

11 who want to take part in the sports day. This means we can have only 40 teams (160pp) to participate. 9.2 Expected performance 50% of the sports clubs (45 teams) will response and become our sponsors; and we will sell 60 tickets (15 teams) to individuals. Thus 60 teams (240pp) will participate. 9.3 Above expectations More than 60% of the sports clubs (54 teams) will sponsor their members; and more than 60 tickets (16 teams) will be sold to individuals. In this situation, about 70 teams (280pp) will join the competitions. 9.4 Sources of income Sponsorship: From the energy drink V and Red Bull, we are trying to get 500 drinks for free and they may provide some prize of our games. Sports clubs: For each club, we are trying to let it sponsor 4 members as a team. The entry fee (ticket price) is set at $25 for each member. Poor performance: o 60 teams * 50% * 4pp/team = 120pp 120pp * $25 = $3000 Expected performance: o 60 teams * 75% * 4pp/ team = 180pp o 180pp * $25 = $4500 Above expectations: o 60 teams * 90% * 4pp/ team = 216pp o 216pp * $25 = $

12 9.5 Grants We expect V, Red bull and UTS professors could provide us some grants to conduct the activity. No matter which level of performance the event will conduct, the amount would be the same. 9.6 Ticket sales The price of the ticket will also be $25 for each individual. As mentioned above, the number of tickets sold to individuals varies based on the performance. Poor performance: o 40pp * $25 = $1000 Expected performance o 60pp * $25 = $1500 Above expectations: o 64pp * $25 = $ Detailed budget with itemized expenses See appendix 2 for Financial spreadsheet. 9.8 Pricing plan based on break-even analysis and fixed and variable costs See appendix 3 for Break-even analysis. 9.9 Methods for payment of accounts: By EFTPOS By personal check By cash 9.10 Other relevant control systems (e.g. cash handling) An account was opened especially for the event. Once some cash appears, Stephanie will deposit the amount into the account. Once some cash payments are needed, one more team member will go with Stephanie to get the cash out and make the payments. 12

13 9.11 Risk management assessment See appendix 5 for Risk management spreadsheet. 10. Operational planning: In this section you look at the operational and logistical challenges of the event and start to provide more detail about the site and services required: 10.1 Site maps and plans: Our event venue Village Green locates at UNSW Kensington campus, which is near to the main gate of the university. It is the largest green space on campus in oval shaped and the only green space intended for active recreation. The Village Green is one of the best sports fields in Sydney and is used by the UNSW Cricket Club and UNSW AFL Club1. Fig.1 UNSW Campus Map 1 UNSW Fitness and Aquatic Centre 2011, accessed at 30 August 2011, < 13

14 Fig.2 The side view of the Village Green 10.2 Logistics The participants will need to register in the registration booth once arrive, each team will be assigned a team number and a scorecard after registration. They will then line up to make a circle and the cheerleading team will have an opening performance in the middle of the circle (fig.3). Volunteers will be placed in registration booth and at least 5 concerns of the circle to help participants lining up. 14

15 Fig.3 Opening ceremony - Cheerleading team performance They will then warm up and get ready to start the first section of the day, which is the individual representative section. There are three tasks, in order to participate; each team requires one representative to come to the center of the oval (fig.4). They are required to make a note on the scorecard for each task. Fig.4 Session 1 Individual tasks 15

16 After the individual games, we will progress to section 2, which is the team games. There are four tasks in sections two. All teams will be divided into groups and each group contains 10 teams (4 people). Hence, There will be 10 teams competing in each task. Participants complete tasks in a zigzag movement, from task 1 to task 4 (fig.5). Fig.5 Session 2 Team games 10.3 Transport As our event venue is located in the lower campus, it will be more convenience for our participants to park their cars in either one of the three car parks entrance via Gate 2, as shown in figure 2 with green rectangular boxes. If the car parks are full, they can also find free parking along the high street as represented in the green line in the below figure. We highly recommend using the public transport, which will take off near the main gate of UNSW and close to the event venue. 16

17 Fig.6 Parking and bus stop map 10.4 Waste and environmental management Most of our tools required in each task are recycled materials, such as old newspapers and outdated magazines; we try our best to be eco-friendly and minimize the waste production Noise As our event is held in an outdoor oval in the afternoon, which is far away from classrooms, offices and residential areas, thus it should not cause any noise pollution Access to services Participants and volunteers can access to drinks, food and toilets in ARC near the roundhouse Cleaning After the event, all the staffs and volunteers will help to clean up the venue to its original condition. 11. Event Staging 11.1 Theme The theme of the event is for it to be outdoors, fun and energetic. The main location for the event is the OVAL at UNSW. The oval will be set up with the games props in a relay style event. 17

18 11.2 Decor The Décor of the OVAL will be done up with flags and colorful banners. The flags will help define the area for the various activities and games happening on the day. The idea is to keep it lively and fun. Our sponsors will also have branding at the OVAL, which will create more areas filled with banners Layout/setting The layout will be a game/relay style layout. Please see Appendix for floor plans of the event Stage There will be a small stage for announcements and prize presenting near the audience area. The stage will be purely function- if a big sponsor comes on board, then we will have a branded wall behind the stage area with the logo of the sponsor. The stage will be 6ft by 12ft Entertainment The main entertainment planned for the event is to have a mid games performance by the UNSW Cheerleading squad. Part from that we are planning a special microphone on a stand, where people can come and say something nice this microphone will be available to everyone, and all spectators for a gold coin donation. Please see example with the following link: 11.6 Sound The stage area will have a two pair basic speaker system connected to the main cordless microphone, from which we will control the event and make all announcements Production schedule See Appendix Staffing and Spectator management 12.1 Staffing Staffing management is a crucial task during the whole process of the event in order to ensure the event to run smoothly. Listing out each person s responsibilities will benefit the sport event process efficiently. Under the event manager, we have divided our human resources into four main task areas, sponsorship/public relations, finance, marketing and human resources. 18

19 12.2 Organizational chart Event manager (Crystal) Sponsorship/ public& relationship manager (Arsalan) Financial manager (Stephanie) Marketing manager (Phoebe) Human resource manager (Elliot) 12.3 Job descriptions Event manager The event manager is responsible for ensuring every task is on schedule and undertaking accurately during the pre-event planning. She will also overview the whole process on the event day, including the set-up, briefing, run down and post-event cleaning, guarantee everything is on time and run smoothly. She further acts as the motivator for the entire team, providing supports and encouragement. Due to the limited human resources, she will also in the position a spectator, response to any situations (i.e. unexpected incidents or event conflicts) Sponsorship and public relations manager As a sponsorship and public relations manager, he is responsible to prepare sponsorship materials including proposal and sponsorship letters. He assists event manager in the planning process, as well as contacting all the potential sponsors such as sports drinks, prize gym membership, sport clubs. He is also accountable for maintaining a good relationship with all of our stakeholders. 19

20 Marketing manager The marketing manager is responsible for the promotion and advertising of the event, asking permission to promote in targeted places, for instance, posting posters at UNSW and setting up promotion booth at UTS and Sydney University. He is also responsible for maintaining the Facebook page, updating information and answering all the queries in the page. Furthermore, he is the main contact person for any enquires Financial manager Estimating budget, recording transactions and controlling cost are financial manager s job. She needs to keep track on all income and expenses, and updates the financial status to the group. Making sure we are on the budget line in order to achieve the fund s goal Human resource manager The human resource manager is mainly responsible for allocating external human resources - volunteers. As we need a lot of volunteers in our event (30-40), the manager needs to contact all the potential volunteer groups. Once gather enough helpers, he will send an that indicates their position and work details. Reminders such as direct calls, s or text messages will be sent out for confirmation prior to the event. Further briefings will be held, in order to confirm all the helpers are engaging in the event Volunteers As we are short in manpower, and with limited budget, volunteers are very important to provide crucial help throughout the event. The human resources manager will handle the selection and recruitment process, organize volunteer s contacts with roasters, assign team leaders and put them into groups. Volunteers will be assigned in different positions before the event, such as welcomer, game manager, security, score market, MC, dancer and photographer. On the event day, volunteers will execute their assigned role. 20

21 Volunteer organizational chart Team leader (Elliot) Vice team leader (potential) volunteer) Events/Activities Volunteers 12.5 Job descriptions: Volunteers Team leader Encourage, motivate and guide volunteers to participate during event period. Let them know what tasks they need to do and provide direct connection with volunteer and team leader. Solve various staffing issue when it arises Vice team leader Assist the team leader in building volunteer pride and participation. Provide back up support to event management team and fill in for team leader when they need Events/ activities volunteers Volunteers will general do preparation in event day, such as event place equipment setting up, helping team leader running event schedule. And volunteers will have a performance on event day in order to attract and bring more campus students participate the sport event day Selection and recruitment Volunteer will be selected by using invent poster, in the campus and encourage UNSW institution of language students who are willing to participate and involve into more social activities in Australia. 21

22 Volunteers will be asked to complete volunteer interest form in order to find out what types of tasks/ roles they are interested in and get to know what skills and abilities they have. The leader will identify the volunteers those who have strong leadership volunteers to become a vice team leader during pre-event days. The volunteer numbers we are needed minimum 40 people, but we still welcome more volunteers would attend our event during the event processing Roster See appendix 6 for Calendar of organizing Sport event team tasks processing detail allow us checking each task finish within specific day or week. Also make sure each team leader knowing what is happening during event period Event day schedule Allow team leaders and volunteers following the sheet and making our sport event easier to manage. See appendix 7 for Event day schedule Volunteer management Human resource manager will direct contact with vice team leader to make sure volunteer participate the event preparation and also make sure any problem has been solve immediately during the time. Secondly, motivate volunteers doing their part of job and make sure every volunteer feel that being part of our sport event team. Also, every volunteer will be award at end of the event. 13. Safety and Security 13.1 Safety and Security of the event audiences, performers and staffs Due to the safety issue of the event, we will ideally try all the games before the sport day to make sure all the games are safe for students and staffs to participate in them. We will also have securities for the day in order to manage the crowd and make sure participates and staffs aware of the safety issues. They will take in charge of all the safety and security issues for the day. 22

23 13.2 In the case of an injury Depending on the severity of the injury and the injured party s preference, the injured party should seek appropriate first aid/medical attention from one or more of the following: 1. A First Aid Officer 2. Contact security to arrange an ambulance (Tel: or 56666) 3. St.Vincent s Hospital or the nearest available medical facility 14. Spectator management 14.1 Signage We will have direction signs of showing the way to the Oval be placed at the main gate of UNSW, it is especially for those who travel to UNSW by public transports and will definitely pass through the main gate. For those who drive to UNSW, we will post signs at the entrance of gate 2 and all the way along to the oval where they will walk through to make sure they have clear and simple direction to the event venue. To ensure this, we will have a friend who is unfamiliar with UNSW to test out the feasibility Spectator flow planning The spectator will be the event manager, she will need to plan how to ensure everything is going fine on the event day from set up to clean up. Run down rehearsal prior to the event Briefing all the staffs before setting up, run through the day schedule and make sure everybody know his or her responsibilities, and execute the correct duties. Assigned people to give a detailed briefing to volunteers, cheerleading team and participants. Keeping every task is on time, not over run. Having volunteer team leaders to report to managers, and mangers report to the event manager if necessary. Handle incidents, conflicts and unexpected situations if necessary 23

24 14.3 Admission control As we have limited spaces, thus we need to limit the number of participant as well. First, we will assign one main person probably the human resources manager to receive admission and send tickets out. There are many channels to express interest to the event, in person, through friends or response in Facebook page, to minimize the probability of failing to achieve our objective, this main person is very important. This person will have the whole picture of the participants numbers and update the group time to time to determine whether the group should promote the event harder (if there are not enough participants). Secondly, we will start promoting our event at UNSW and receive applications from UNSW buddies before promoting at other universities. In this way, we will know how much promotion work to do in other universities. For example, there are lots of UNSW students participate, we will consider eliminate the promotion duration at other universities. Lastly, a receipt book will be prepared, a receipt will be given to every single participant when they pay, the number on the receipt will show how many receipts have given out, when it reaches to our target number, we will stop selling tickets. It is another source of controlling the admission. 15. Event evaluation 15.1 Event Goals (re-done) 1. To build up a positive images for the youth drug addicts and alcoholic 2. To hold a successful Ted Noffs Game 3. Building awareness to the drug issues from the university students 15.2 Measurable objectives (re-done) 1. To engage at least 60 teams in the Noffs games 2. Donate $4600 to Ted Noffs after deducting costs 3. Increase the traffic to Ted Noff s website by 10% 15.3 Evaluate: Objective1: To engage at least 60 teams in the Noffs games In promotion days, we will prepare participate form to let the interested individuals to leave contact details, it helps us to estimate the potential attendees before the event. 24

25 In Facebook, we set up an event invitation page to invite all the potential participants, once they response as I m attending or May be attending, we will contact them individually. We will count the total number of participating teams before the event day. Objective2: Donate $4600 to Ted Noffs after deducting costs Our financial sources are ticket sales, sponsors and donation, we will calculate the exact amount donation after deducting the fixed and variable costs. Objective3: Increase the traffic to Ted Noff s website by 10% We will put Ted Noff s website to the Facebook page and on our print materials so people can notice and access to their website conveniently. 25