Burton Green Save a Life Cancer Campaign Day - Coursework Example

BURTON GREEN SAVE A LIFE CANCER EVENT By Location Introduction The report outlines a comprehensive event strategy plan for the successful organization of the Burton Green Save a Life Cancer Campaign day. The event is to be hosted on the Wednesday5th August 2015 at the Burton Town Hall Function Suite. It will feature an athletics tournament, and the expected participants will include renowned athletes, local celebrities, WHO members and representatives from the athletics federation within Coventry. The local celebrities are to promote local talent through their music presentations as well as contribute towards the main objective of the campaign. The event expects to feature competitions throughout the day and speeches are to be given by renowned stakeholders of the organizing team, athletics federation, and the World Health Organization. The event is to be held to raise funds for the purchase of Radio Therapy equipment for cancer patients in Burton Green. The equipment is to be donated to the South Warwickshire General hospital NHS Trust. Apart from the major objective, the event is to enhance physical fitness among the participants and improve the morale of the local artists. Warwickshire General Hospital has a dedicated cancer unit that the local people utilize for chemotherapy treatment (Committee., 2005, p. 81). The hospital management is at the forefront in the development project and now offers laser treatment services, a new type of biopsy, and enhanced recovery programs for surgical patients. The event seeks to improve service delivery for cancer patients attending chemotherapy services. Aims and objectives The event seeks to: Prepare and host a successful event for 50,000 visitors. Raise $300,000 profit targeted towards the acquisition of radiotherapy equipment. Strengthen the morale of the cancer patients, athletics participants, and the local artists. Encourage more events that target at mitigating common diseases in Burton Green. Feasibility study The target audience for the event is to be wide and diverse. However, particular groups of people to be targeted will include cancer patients in Burton Green and surrounding towns, stakeholders in the athletics federation, doctors from South Warwickshire General hospital, and members of the World Health Organization. Cancer patients will benefit from the generosity of the participants and are to realize how worthy their lives are. Stakeholders from the athletics federation are to assist in the running of the runs and walks expected on the eventual day. Doctors from South Warwickshire General hospital are expected to receive the new radiotherapy equipment, and their presence shows support to the participants. Lastly, WHO is in-charge of health issues the world over and a representative at the event quantifies legality and offers guidance where possible. The event requires a total number of 50,000 visitors to achieve the expected financial objectives. The number of visitors is ambiguous, but the target of $300,000 is realistic and achievable. The target market remains open and wide within the town and its surrounding towns to allow for maximum attendance. Furthermore, no competitions are to occur on the day of the event and turnout should be satisfactory. The entrance fee is set to balance between the target profit and the satisfaction of the participants. A fee of $10 for adults and $5 for children for each day of participation is cheaper compared to the benefits they are to receive from the event. Participants who book in advance are to pay $8 for adults and $3 for children. Team entry packages are to be available to allow cheaper payments for members attending as groups. With all considerations in mind, the Burton Town Hall Function Suite is to be the preferred destination for hosting the event. Having been to the site several times, I can confirm its suitability in terms of size and its proximity to the city Centre. It is large enough to accommodate the expected number of visitors and has a relatively flat terrain suitable for the event (Bureau, n.d.). However, one issue to note before the event is that furniture and any other stalls are to be removed to reduce possibilities for accidents during the event. Also, permission to use the venue has already been granted, and payments are to be made in advance. The date of the event is 5th August 2015 and is settled for due to convenience. No games are scheduled in Burton Green on that day. Thus, stakeholders from the athletics federation are to be present. The event is to take place from 0900-1800 hours, and will span the hottest part of the day. The event is also to close while there is still enough light to handle the clean-up procedure of the event. For this event, we are to acquire a license from the Burton Green Council, as well as public liability insurance. Since this is a large scale event, we expect to work with the council prior and during the event to help in altering plans and rectifying any issues expected to arise. The police are to receive an invite to attend the event and enforce security among the participants. Liability insurance cover is to enable us cover the risk of any injury that is to occur at the event (Clarke, 2013, p. 63). The workforce is to be a mixture of volunteers and professionals. Volunteers are to take care of basic duties of refereeing and fundraising while the professionals are to handle technical positions. We are to provide all the volunteers with caps and ribbons as a token for making the event a success. The budget for the event is capped at $50,000, and will be raised through sponsorship and money to be generated internally. Also, we are to sell early tickets and attract corporate parties prior to the event. The expected profit return is $300,000 and represents a 700% return on the costs. The profit is healthy and is expected to be useful in the purchase of quality radiotherapy equipment. Sponsorships are to be sought out earlier before the event day. Stakeholder analysis The power/interest grid for the event is to be as outlined in the table below. High Power Low Low Interest High Table 1: Stakeholder analysis Suppliers of the necessities required for the event are to be invited to offer catering services but have much interest in their business. Probably, they are expected to be happy profiting from the agreement. The organizations listed under the high power/high interest category are to be prioritized to ensure full support (Larson & Larson, 2007, p. 140). The city council is to be interested in decisions that touch on licensing the event, and can support the planning process. The police are to police the event and minimize on any anti-social behavior. Sponsors will have invested a lot of money in the event and will want strong exposure. The media want an interesting story for their newspapers and want to be seen supporting the local causes (Holland & Bank, 2007, p. 126). Members of the athletics federation are to ensure the smooth running of the event and ensure reputation is furthered and upheld. The participants will want exposure for their cause and will ensure the smooth running of the event (Wongrujira, 2008, p. 95). Risk and assessment Hazard Likelihood Severity Total (LXS) Who might be harmed Risk Assessment Trip or fall 5 1 5 Participants Medical staff to be onsite Assault or violence 3 1 3 Anyone Presence of security or police Major technical fault 2 3 3 Staff Emergency procedure in place Lost children/ items 3 2 3 Visitors Procedures on lost children/ items availed to the visitors on arrival Table 2: Risk and assessment Marketing plan What Why When How How much Who Product Posters, brochures, website, fliers, tickets Will publicize the event 16th April The product will create awareness about the event $150,000 Visitors Doctors Athletics federation WHO Price Free of charge except for tickets to cost $8 for adults and $3 for children It is affordable to the participants The day before the event after which the prices shoot to $10 for adults and $5 for children The price of the tickets will remain as stipulated. About 50,000 sales of tickets Different prices for stakeholder and general participants. Place Home delivery or through mail Convenient and good for confirming attendance from participants Customers can choose different channels when the suggested are not suitable The channels of distribution are already existing They are beneficial since they are cheap Major stakeholders do not need home delivery and mail Promotion Social media promotion, direct calls, email, and word of mouth will be used for promotion These activities target a huge sample size Promotion will be done daily until the day before the event Promotions will be executed every morning and evening during weekdays Expected to increase the number of sales Various target groups will receive different promotion messages Table 3: Marketing plan Event budget Burton Green Save a Life Cancer Campaign day will require a budget of US$500, 000. Generating the cash for the event will be done through the following ways; 1. Selling raffle tickets Raffle tickets will be publicized through the social media and individuals will be encouraged to buy the raffle tickets. The raffle tickets will have benefits such as obtaining a medical cover in a renowned hospital in Burton. They will be sold at an affordable price to generate more income for the event. 2. Offering a signature drink During the marathon, individuals will require energy drinks to keep them going. The first ten drinks will be offered for free. The rest of the drinks will be sold at an extra cost to ensure that the company obtains profit. Each drink will be expected to bring a profit of $50. The drinks will be sold before and during the event. 3. A dessert Auction We expect a profit of $30 from every dessert. The dessert will be sold before the event to ensure that enough income is generated for the event. 4. Sponsorship The major sources of income for this event will be sponsors. Sponsors will get benefits such as publicity of their companies and the services they offer. The sponsors will be both local and international. Strategies to maintain the sponsors will be allow them to pin their banners during the event and having their logos in the event website. The target sponsor income is US$280,000. 5. Putting adverts on the event website Nowadays, online promotion is a key factor in publicizing an event. Burton Green Save a Life Cancer Campaign event website will have considerable online traffic to attract advertisers. The primary objective of the website will be to support the event. However, it also acts as a form of income as companies will be encouraged to advertise on the website. Each ad will be charged US$100,000 for a period of three months before the event. The website will have approximately 10 ads. Expected profits Profits from the generation activities will be channeled to the raise funds for buying equipment for cancer Radiotherapy in hospitals. The profit return is expected to be US$250, 000 million. The activities will contribute a huge sum of money to buy the equipment. Expenditure Item Quantity Cost Human Resource Volunteer 30 0 Photographer 2 $1,000 Advertiser 3 $8,000 Marketing Postures 150 $11,000 Brochures 150 $1,000 Flyers 50 $200 Extras T-shirts for volunteers 30 $1800 Caps 30 $3000 Miscellanies $1600 TOTAL $50000 Table 4: Expenditure Partnering with Coventry City Council A strong relationship with the Coventry city council is very instrumental in the success of the event. They will provide us with the venue which is Burton Town Hall Function Suite at no cost. Additionally, partnering with the council will generate a greater exposure to the potential sponsors that we require during the event. The council will also influence many people around the area to attend the event. Project Plan Project plan process will starts by allocating roles to different individual for proper management. The first position will be allocated to the event manager who will be responsible for overall management of the event. His roles will be creative directing, human resource manager, and public representation during the event. The other responsibility will be given to the financial manager who will be responsible for all the financial matters during the event. The communication liaison will have the role of sending emails to the sponsors and updating the event’s websites and carrying out the communication before, during, and after the event (Friedmann 2003, p.56). Insurance and legal issues The insurance policy is very important as it will assure the safety of contract staff, event staff, public, organizers, and volunteers. The event manager will acquire comprehensive public liability insurance. Additionally, we will seek legal advice which is a part of the risk management plan. The insurance covers will also include equipment and property that will be sourced from different people. Target audience The event targets men and women above the age of 18 years around and within Burton. We are also targeting potential sponsors such as beverage companies such as Coca-Cola, health institutions, and government agencies. Volunteers will also need to on the target audience category because during the event we will need first aid services among many other services. Volunteers Volunteers will come from Burton environs. They will be expected to perform duties such as offering fast aid to the affected individual, offering event security, selling raffle tickets, and working on the reception desk. To attract more volunteers, we will offer tokens such as caps and t-shirts. Emergency service We will seek government’s help to obtain police services. The police will reassure the attendees of enough security. We will also have ambulance services to provide help to the affected parties. Manner injuries will be dealt with at the venue of the event while extreme cases will be taken to hospital for proper medical care. Event Project Schedule (Itinerary of the event day(s) The project schedule will start from the pre to the post activities which will take place before and after the event. The table below represents the order of the events and time. Activity Date Initial event planning 5th April Meeting of the organizing committee 7th April Application of the license 10th April Seeking sponsors for the event 11th April- 15th April Creating a Marketing strategy and designing the website 16th April Creating the raffle tickets 16th April Looking for advertisement platform especially in media houses 17th April Designing and printing posters 17th April Poster marketing drive 20th April Putting in place security measures 21st April Volunteer selection and training 1st August Acquiring the hired items for the event 3rd August Setting up the venue 4th August The event kicks off 5th August Table 5: schedule for the event NB: Marketing activities such as website management and seeking sponsors will happen until the day of the event. Evaluation methods to be utilized, pre- and post-event Both pre and post evaluation activities will be of great help to the organization to determine whether we achieved our objectives. Evaluation will be done on the basis of target attendees and considering whether the budget was adhered to and the profit we will obtain from the activity. We will also meet as the organizing committee to write a report on the achievements and challenges we encountered before, during, and after the event. There will be also questionnaires which will focus on specific target groups to get their views about the event and the areas to be improved (Lewis 2004, p.42). Summary and recommendations Organization of the Burton Green Save a life Cancer Campaign day is expected to bring a great revolution in the health sector. The world is in the forefront in encouraging activities that fight against cancer. Through the event, we believe that we will obtain the required cash to purchase equipment for cancer radiotherapy in Burton. Marketing process will take approximately three months before the event. The recommendations which can be implemented during the event planning process is investing more time and money on marketing strategies than any other activity of the event. Additionally, the project plan should be published and circulated to all the stakeholders. As a result, the stake holders will be conversant with the plan, and they can approach different sponsors. Bibliography Bureau, C., n.d. Venues. [Online] Available at: http://www.conferencestaffordshire.co.uk/venues/unusual-venues/burton-town-hall-function-suite/ [Accessed 22nd April 2015]. Clarke, M. A., 2013. The Law of Liability Insurance. 1st ed. Chicago: Taylor & Francis. Crows Nest, NSW, Allen & Unwin. Committee., G. B. P. H. o. C. H., 2005. Public expenditure on Health and Personal Social Services 2005 : memorandum received from the Department of Health containing replies to a written questionnaire from the committee : oral and written evidence. 1st ed. London: Stationery Office. Friedmann, S. A. 2003. Meeting & event planning for dummies. Hoboken, NJ, Wiley. Holland, J. & Bank., W., 2007. Tools for institutional, political, and social analysis of policy reform : a sourcebook for development practitioners. 1st ed. Washington, DC: World Bank. Larson, E. & Larson, R., 2007. The Influencing Formula. 3rd ed. New York: Watermark Learning. Lewis, S. 2004. Events made simple: organize your next function on time and within budget. Wongrujira, M., 2008. Democratizing Communication: Media Activism and Broadcasting Reform in Thailand. 1st ed. Chicago: ProQuest. Read More