Marketing Communications - Assignment Example

Name: Course: Instructor: Date: Assessment task 1 1) Conference requirements Seating style The purpose is to exchange information or solves problem. The presenter has a high degree of control. There is a small number of participants. Participants need to take notes. CLASSROOM STYLE A large group needs to be divided into smaller groups. A high degree of interaction is required. The presenter only requires a low/moderate degree of control. BANQUET STYLE The purpose is to convey information. Participants are primarily required to listen. A large audience needs to be accommodated. The presenter needs a high degree of control. THEATRE STYLE 2) To confirm the purpose, the required outcomes and style of a conference, I would need to initially speak to the conference convenors. In addition, I will also need a brief of the conference requirements to assist in the planning. When confirming any detail and requirements, the convenor will need to be involved in this process for approval. At this stage I would also need to bring up any issue before the planning process starts. The details that are critical whilst trying to plan a conference are the following: The purpose of the conference The theme or style of the conference The budget of the conference The preferred locations, start, finish and break times The number of attendees Registration process and procedures Participation requirements to determine seating plan Technical equipment needed such as a lap top Extra handouts or the materials to be issued The projected variable costs have been calculated on the assumption that 600 people will attend the conference. However, when all the RSVPs have been received, only 480 people will be attending. Calculating the real cost of: a.)    Catering: $3840.00 ($8 x 480 people) b.)    Sample bags: $7200.00 ($15 x 480 people) 2.       The real total of variable costs would be $11,040.00 ($3840 + $7200 real variable costs) 3.    Using the projected costs and income, the minimum amount of revenue that needs to be raised to achieve a break-even cost are $14,850 ($20,350 total of projected costs - $5500 total of fixed income) 4. Using the projected costs and income to calculate the price that will be charged per ticket to achieve a break-even cost if: a.) 600 people attend: $24.75 ($14,850 break even cost ÷ 600 people) b.)  480 people attend: $30.94 ($14,850 break even cost ÷ 480 people) c.)  300 people attend: $49.50 ($14,850 break even cost ÷ 300 people) The characteristics of a good speaker have A good speaker is one who can captivate the audience instantly, hold the attention of the audience throughout, able to change the tone from humorous to intensely serious with seam less transition, overcome distractions, generate frequent a applause, and by the end of the presentation, to affect the listener’s thinking. According to Verderber, Sellnow, and Verderber (2012), for a speaker to attain all the above, he or she must have these characteristics. Authoritative. Top performing speakers are very authoritative, they are considered experts and they are able to master their topic. Through long hours of preparation, the speaker is able to earn the command to speak with credibility. Attitude. Outstanding speakers posses a high sense of attitude in their presentation. They are able to visualise and make lively presentations. Audience . The audience becomes the centrepiece for attention. If the speaker focuses too much on his or her self and the impression he or she is making, there is tendency to become unnerved by a simple mispronunciation, and would consequently lose confidence and poise. On the other hand, if the speaker pays attention to the massage, the event turns into a lively presentation. Animation. Listeners do like a wondering and pulsing speakers. They want an enthusiastic speaker who can mesmerise the audience. The speaker should seek to achieve the illusion of the first time. A good speaker should be well versed with the use of gestures, and other non verbal techniques. Appearance . The audience needs the speaker does dress a level above their grab, just to show respect for them as well as the situation. One good speaker therefore, is one who is able to decide on what is the most suitable dress in order to grace the event. Knowledgeable. A great speaker is one who is very knowledgeable. The speaker must communicate information that is practical and easily applied by the audience. He or she must deliver solid and usable information. This implies that the speaker must make it crystal clear on how the audience can use and apply his information. The speaker has to clearly lay out the steps to follow to make sure the right information reaches the audience. Other characteristics of a good speaker includes having no fear, sticking to the subject matter of the discussion, making direct eye contact with the audience, and as well market themselves to the audience. The purpose of a call for papers The purpose of a call for papers is to provide the audience or the participants with the opportunity to engage in the issues that affects the society and build on an academic case for the purpose of strengthening the society as a fundamental unit. This would provide the medium for the audience or participants to cultivate rigorous thanking as well as practice articulating their opinions and views through the papers. The papers may range from scholarly, philosophical, legal services and other areas on the issues affecting relationships, marriage, family and the society at large. It may also include original research, reviews, and other relevant topics. The papers may have the opportunity of winning cash awards and prices. The issues to be taken into account when choosing a date for a conference The issues to be considered in selecting a date for a conference include Suitability, location, availability, size, facilities, and cost. Statements relating to conference schedules/programs True False The length of the conference should be decided before the content of the conference. True Participants should be given a choice of activities. True Time should be allowed for participants to move between meeting rooms. False Session should run for at least 2 and half hours True Free time should be included in the conference schedule if the conference is long one True Sessions that occur immediately after lunch should be relaxing. False Explain the purpose of the following sessions: a) Orientation sessions Orientation sessions are training that a person who is new in a place is given to know where he is, the direction he is, to familiarize with the new environment. The purpose of orientation is to letting people understand and know about a new environment. b) Opening sessions. The purpose of the opening session is to address all the aspects of a meeting from a regional point of view and also to demonstrate the coherence of systematic undertaking. c) Concurrent sessions The purpose of concurrent sessions is to provide one with the opportunity to customize the conference experience to meet particular needs and interests. d) Closing session The purpose of the closing session is to retaliate on the theme of the conference as well as indicating the end of the conference. The inquiries and information that should be made when selecting a speaker When selecting a speaker it is important to carry out an inquiry and seek to receive relevant information concerning the speaker. When selecting the speaker, attention should be given to the speaker’s credentials as it is very important to the group. The information about the speaker’s education, experience, degrees, awards, and certificates is critical to getting a good speaker. Target group A target group is a specific group of people or persons who serve as the focal point for a particular program or service. The factors affect the size of a conference’s audience The factors that will affect the size of a conference’s audience are the type of the room, the shape of the environment, the distance between the speaker and the audience, and the arrangement of the furniture. The benefits of having clear plans and procedures in place for a conference having clear plans and procedures would be having audiences and speakers who are clear about what is expected of them, there would be better decision making in place so that participants do not keep discussing and re-discussing the same issues, there would be better accountability and quality assurance that will help participants meet the required standards, there would be fewer risks, and improved efficiency in service delivery. (Raj & Musgrave, 2009). Benefits of online registration Online registration is fast, easy and secure. Selecting an event, conference or convention Event: trip The checklist for the trips that I would too prepare the materials and equipments required is as follows: I. Identifying the date for II. Conference budget III. Finding value for my conference IV. The agenda and the speaker V. Online registration When the following promotional forms are said to be advantageous 1) Trade press. when making trade publications 2) Local radio or print media. When marketing a new brand in the market. 3) Personal invitations. During wedding, ceremonies, and parties. The characteristics of a good press release A good press release should be authoritative, engaging, unique, focus on a single topic, and should be short. (Graham & Chris 2005). The contents of a press kit A press kit should include a letter of introduction, information of the company, product and service information, recent press publication, press releases, sample news story, recent awards, and factual background. What to do when materials are sent to the venue before the conference To prepare the inventory of all the materials and equipment received and sent What signage might need to be erected at the conference venue? Fixtures, environmental graphics, and display tables The necessity to make conference arrangements in accordance with booking lead times It is necessary in order to make the conference efficient as well as adhere to procedures and requirements of the conference. What is included in a confirmation letter to a participant once a registration form and final payment has been received It includes the sending date, details of the sender and receiver, and the bank details. The resources/ needs that hearing impaired or deaf conference participants might have They may have with them things like optical Braille recognition, and print Braille to help them learn quickly and fast. Identifying an attendee’s specific needs This can be done through asking how you can help, providing an email aggress in the conference and encouraging those with specific needs to contact you, also by allowing fields for specific needs requests in advanced registration forms, and finally, through appointing a person in the committee who can address this requests. The types of pre-conference information that might need to be dispatched to participants They include the general conference information, information about the venue, travel arrangements, and accommodation expenses. The information to supply participants for travel arrangements The original receipts, the copy of the booking information, venue and destination Designing a checklist for assessing a venue 1. Venue checklist 2. Venue capacity for the audience 3. Emergency exits and routes 4. Hazards posed by existing features 5. Ground conditions and site topology 6. Safety of vehicles and pedestrians 7. Proximity of local amenity 8. Relevant health risks The participant details to be checked at registration Personal details, account details, and payment details of the participants What procedures would you normally follow if delegates who have indicated their intention to participate do not arrive? To excuse them as absentees and also make it known the rest of the participants the reasons for not attending the meeting. Assessment task 2 A conference has a number of purposes it can be used as a platform for making agreements or signing contracts between parties, Co-ordinating activities, to build morale or motivation; it provides an opportunity to brief clients or staff on important issues, a tool to solve certain problems, people and organizations exchange ideas through conferences, it is a platform for policy implementation and finally launching a new product. In identifying and analyzing a conferences audience target market, the following questions should be answered. Where will the conference be held and is it attractive? What are the topics to be discussed? What is the tradition of attendance of different audiences? Finally who will be the conference speaker. (Rivlin 1995, p. 18). For efficient administration of a conference ensure the following are considered, appoint a committee to co-ordinate the program, determine how work will be allocated, prospect the time it will take to completion, determine the number of staff needed and how long each can take to complete their allocated task. Ensure every aspect of the conference is noted down and addressed according to their requirements. Most important of all is to have support staff availed during the event. Support staff to include is secretariat, registration staff, information and hospitality staff. They should be selected, briefed on their tasks, given uniforms and have their duties scheduled. (Rivlin 1995, p. 11). The details to be included in a conference brochure include; objectives, list of and information about speakers, information about the hosting organization, the conference's agenda, information about refunds in case of inconvenience, reference workshops, who is invited to the conference, room rates and reservations. (Fuller & Hutber 2009, p. 11). A good conference coordinator should be brief, succinct and efficient, human reaching people through their hearts and not their heads, take into consideration their body language and physical appearance should be spontaneous and relaxed. (Miller 2003, p. 12). One will have to consider the theme, finance available, number of people to attend, the location of the conference, staff needed, the equipment required (public address system, chairs, tables). The program agenda should be accurate to ensure smooth flow of activities; this ensures that there is no confusions and wastage of time. The agenda allows the meet to stick to the theme. Conference facilities should be well organized, clean, safe, spacious and properly lit. Clearly indicating where the speaker will sit, the audience, where refreshments will be served and have lavatory facilities. Registration can involve paying for tickets prior to the event and preventing them for confirmation at the gate. Important information about the attendees is recorded for security purposes or in the case of a claim. (Rivlin 1995, p. 36). If a speaker leaves one week before the event, you reconsider those that were in the contest while selecting to avoid inconveniences. In case the speaker needs to travel interstate make travel arrangements before the event, by booking tickets for travel with the preferred mode fastest. Post conference report should contain information on the performance of various activities, how they were executed, the successes in executing the program and the failure noted during the conference. Information about financial use and budget performance to the advantage of the conference should be included. (Rivlin 1995, p. 11). Post conference correspondence should be prepared after the post conference report is done. While communicating in a conference take into consideration the background and abilities of the audience to avoid miscommunication with the audience. Legislation involved in business governs the activities that are involved in the process. They are there to avoid mistreatment of consumers, ensure quality of products and service and most importantly ensure order by coming up with policies which state the punishment for contradiction. (Rivlin 1995, p. 79). Discrimination is perceived distinguishing of an individual in relation to their connection to a certain grouping. (Wikipedia) under anti-discrimination is a situation where the laws do not address the matter in a fully-fledged manner. (Foster 2011, p. 1). Assessment task 3 The subject matter of the conference will be impact of key provisions relevant legislations have on different aspects of business legislation. The topics to be discussed include; privacy laws, ethical practise, anti discrimination, occupational health and safety legislation. Determine where the venue of the conference will be in this case on campus grounds, on a room booked by the assessor. Determine the date the conference will be held after booking the room, probably the same day the room will be available. Determine the number of days the conference will take for this case one day. Allocate time for the conference in that day i.e. starting and ending times. In the conference, the time allocated is from 10 am to 3 pm. (Rivlin 1995, p. 10). The finances available will determine budgeting for the conference at the moment. In our case, we have been allocated with $500 since there will be no rental costs the money will be used on refreshments and preparing invitation/registration documents. The refreshments will cater for both vegetarians and non vegetarians along with non gluten foods. The invitation documents to be produced include posters, call for papers, invitation cards and conference pre-prints. Call for papers should be sent prior to the event to know the exact number of people that will attend the conference because it will be beneficial to budgeting. Note budget allocations are to be done according to priority. (Rivlin 1995, p. 13). Speakers will be identified, selected based on the qualities that they have and their availability. The keynote speaker selected should have the qualities of a good speaker. They include confidence, brief in relaying content, good communication skills and should be human. (Rivlin 1995, p. 13). A call for papers is to be sent to the speaker. To brief on the purpose, session details i.e. time and date, theme of the conference, mode of submission of the paper and major dates of submission. The paper also states the dates for notification of acceptance to the submission, submission of abstract, registration and the actual date of the event. This task is vested on the organizing committee. Determine the format and how many are to be printed. (Rivlin 1995, p. 12). After successfully selecting a keynote speaker, he/she is to be briefed on the topic of discussion. A draft of the document is to be prepared to include three sections the background which introduces the theme and the major topics of discussion. The body will have a detailed breakdown of the topics selected that include; ethical practise, privacy laws, occupational health and safety legislation, anti discrimination legislation, a final conclusion on the subject of discussion. The purpose of the conference is to educate those that are present, opportunities for asking questions will also be allocated time. Consider giving a gift to the keynote speaker as a token for appreciation. (Rivlin 1995, p. 11). The sitting arrangement (setting up) of the conference should allow for writing since some of the guests will prefer to write down points in case you decide not to provide the content material to them. It is also important to promote the conference; ways to do this will be through a call for papers, invitation cards and notifications. (Rivlin 1995, p. 11). The preferred publicity material is posters to be distributed in bulletin boards of the school of the campus. On the conference day have registration documents ready and collect gold coins as tickets. All activities should be timed and strictly followed for the proceedings to be smooth. Finally, prepare after conference report noting the successes and failures and recommending corrections. (Rivlin 1995, p. 11). Reference list Fraser, J., Fuller, L., & Hutber, G. 2009. Creating effective conference abstracts and posters in biomedicine: 500 tips for success. Oxford, Radcliffe Pub. pp. 11-12. Miller, P. L. 2003. Speaking Skills for Every Occasion. Glebe, NSW, Pascal Press. Graham H & Chris F. 2005. Marketing communications. Oxford: Butterworth-Heinemann. Raj, R. & Musgrave, J. 2009. Event management and sustainability. Wallingford, UK Cambridge, MA: CABI. Rivlin, G. 1995. Guide to organizing an international scientific conference. Basel [u.a.], Karger. Verderber, R., Sellnow, D. & Verderber, K. 2012. The challenge of effective speaking. Boston, MA: Wadsworth Cengage Learning. Read More