Event Planning for a Fundraiser for a Childrens Library - Essay Example

Topic:  Event Plan Introduction The emergence of the internet with its real-time and streaming media features has influenced entertainment and many aspects of day-to-day activities including special events. One of the effects include the ever shortening attention span on things and events, reduction of excitement for what is previously considered new or a novelty, and many other ways that require events professionals to re-consider traditional methods of planning, organizing, marketing and executing their events. This paper shall prepare an event plan for a fundraiser for a children’s library with the goal to increase reading participation and literacy applying the principles of planning, marketing, sponsorship, human resource management, workplace health and safety, staging, issues for events, logistics, financial control, legal issues, and event evaluation. A fundraiser for a children’s fundraiser for a children’s library Client: Children’s Library foundation Overall goal: Raise money and awareness Key stakeholders: General Public Estimated Size: No limits Event Concept & Vision The event is a fund-raising concert show that will feature teen star Miley Cyrus as guest star with local performers to fill-in majority of the show slot. It shall be called “Miley Learns to Read.” The concept is to target a massive audience / participation in order to generate more funds. The specific objectives of the fund-raising concert are to raise as much funds and awareness as possible. Its measurable objective is to raise a definite amount of money the building cost requirement for the library, and that is $200,000. The objective is achievable and attainable with the support of major local officials. Through the help of all involved, it can be realistically achieved with the limited resources. There is sufficient time to plan, market and execute the fund-raising concert. Work Breakdown Structure Booking of Performers The priority for this event is to invite and convince a major celebrity to perform for free. There are various ways that a performer’s management may consider this: use the event as a donation to the foundation and can be credited as tax-deductible. Other ways to convince a management of the talents include use of the endorsement of local authorities such as the city or town mayor of the said project to generate credibility. After being able to book a major talent or celebrity, the next work to be down is to recruit local performers to perform for free. Same approach as above shall be employed. Once the performers are lined-up, the rest shall follow and much easier to handle. Booking of Venue and Other Event Needs Once performers are confirmed, the venue must be found. An appropriate one will be a closed coliseum or like structure that will withstand weather changes. Unpredictable weather such as rain or storm can adversely affect attendance of audience in an open space such as a stadium or baseball arena. Permits and licenses must also be secured in order to coordinate security and police force within the locality. Sound system, lighting, and other logistical needs should also be addressed. Event Marketing The targeted audience and how to maximize attendance comes next. The organizers must utilize all possible ways to generate the most of income in the said event through proper marketing communication strategies. Likewise, securing the support of corporate sponsors is also important. Sponsorship in cash, products, tie-ins and other forms can help reduce production and promotional costs. An example is the securing of hotel and accommodation, food and beverage for staff, performers and event volunteers. Other forms of sponsorship may also be secured. In tight economic state, many companies prefer to provide sponsorship where they will not need to outlay cash but instead what may be available. Once major expenses are addressed, distribution of tickets will be a little bit lighter for the organizers. Timeline and Gantt Chart Activity Weeks 1-2 3-4 5-6 7-8 9-10 11-12 13-14 15-16 17-18 19-20 Invite Performers Confirm Performers, Venue, License, etc Market Event Logistics Budgeting & Financial Tasks Evaluation Event Marketing Plan Reading and literacy as well as use of the traditional physical library with its books and materials have declined with competition of online resources and other media that entertain and inform at the same time. The fund-raising event therefore is an important, multi-pronged activity that is timely and a well-suited option. Budget constraint is common in many projects including events. While it is important to have sufficient funds to undertake an event, one that raises fund almost always requires a seemingly big-budgeted event that attracts attention of the majority. Theme For a concert which targets the general audience or public, the maximum means and ways to adopt is the more, the better. However, being a foundation, it is important to consider financial resources, which budget limit may not accommodate commercial concert event marketing strategies. For an organization with limited budget, and integrated marketing approach will be used and that is to adopt a central theme about the fund-raising event not only to pick curiosity but also raise awareness about the project as well. “Miley Learns to Read” will be the title of the event. It sells the popular Miley Cyrus but at the same time raising awareness about reading and literacy. It also makes one curious. The performer may also be requested to read a fitting article during the event as well as interviewed after confirmation of attendance to comment about the importance of a library and reading. This will be used in all communication processes to pull-in a theme. With the theme, the marketing plan shall use all channels to reduce costs or avoid incurring expenses to market and promote the event. It shall seek ways to minimize commission of internet ticket sellers, ticket outlets, and marketing partners. It will tap schools for the distribution of promotional materials and tickets. By employing local performers, the effort will also encourage the support of the performers and their affiliations. Promotional Partnerships Partnership with media companies is one approach to minimize costs and maximize multi-media promotions. Printers may be tapped to sponsor banners, tarpaulins, fliers, tickets, stage backdrop and other printed materials to be used for the event. Likewise, radio stations may also be tapped as media partner to air announcements and advertisements. Local newspapers or publications, social networks such as Facebook, Yahoo, Twitter, Digg, and other internet sites may also be used as well as tapped to maximize event promotion and exposure. News releases should be sent out to announce the event and it should contain the objective to support local library, raise awareness and increase reading activities. Sponsorship By focusing on the theme, companies are now encouraged to adopt the theme and the event as one of their “corporate social responsibility” program. Thus, it will be packaged to them in such a way as a support for a non-government organization. Aside from seeking possible tax break for sponsored amount which will be stated in the proposal, a long-term support may also be sought commencing with the event (Ettorre, 1995). Other selling point for sponsorship includes possible ways for the companies to generate their own income for the event. Selling tie-in with retailers may also be sought in such a way that upon accumulation of certain amount, retail shoppers may get their free ticket, or a discounted ticket price. Retailers may also be invited to sell exclusively or non-exclusively in the venue during the event. Other companies seek to have product or service demonstration and video clips or presentation opportunities during the event will entice them to participate. The traditional sponsorship target of their brand, logo, name or product sponsorship will also be used since many companies still and are waiting for opportunities not only to maximize recognition but also to introduce new brands or products and services (Bowdin, Allen, OToole, Harris, and McDonnell, 2006.). Integrated Marketing Approach The integrated marketing approach or IMC for event marketing has helped re-shape the 4 Ps so that product has been replaced by consumer, price has been replaced by cost, place replaced by convenience, and promotion replaced by communication. The consumer is the focus on selling tickets or the event itself. What do they need? So, instead of selling them tickets to join poetry or other reading event, they are instead sold a more interesting piece by bringing them Miley Cyrus who will be reading a related passage during the event. Price of ticket is only a part of the actual cost for targeted audience and ticket buyers. Actual cost will include time spent on going to and from the venue, transport, food and beverage to be consumed at the venue, and other incidental expenses that may be incurred to attend the event. It is important to convince the ticket buyer of the importance or novelty of his or her attendance what will also resonate what it made saleable to sponsors in the first place. Many consumers today consider aspects of their consumption such as effect in the larger community or even the environment (Clow and Baack, 2007). Convenience is addressed through the thought provided for how to get the tickets, how the audience will access the venue, and their comfort and enjoyment during the event. While safety and health are an integrated part of the logistics and planning of the event, a more thoughtful process will give the ticket buyer a better reason to gain value for money. Comfort rooms in the venue may be sufficient but provision of extra and clean portalets may be necessary. A unified message that is the same from sponsors down to ticket buyers is an important process of the communication strategy. This will provide strength and unity that will hold the event and the information in promotional materials together. Consistency is a strong approach in integrated marketing. It helps reduce costs for marketers and stakeholders as maximizing attention garnered and persuading consumer support is targeted. Event Sponsorship Plan In getting sponsors for an event, many companies consider the “return of investment” in a short-sighted manner due to the current economic crises. It is important that even planners and organizers consider the local as well as the bigger picture. Corporations or firms have streamlined their funding for sponsorships, advertisement and promotions so that branches usually need to consult main offices for expenditures as major as event sponsorship. There are certain considerations in sending a sponsorship proposal: package cost, exposure or promotional advantages, time, recoup of sponsorship expenditure, the market stage of product or brand, and other factors such as target market, and even the performers (Ramsborg, Miller, Breiter, Reed and Rushing, 2008). Sponsorship cost is a major consideration in packaging a sponsorship plan. Many companies have downsized, closed or cutting costs the past few years. This concern should be reflected in proposed sponsorship packages to make them realistically affordable in an economic crisis. Limitations of performers, event theme (Bowdin et al, 2006), and other concerns should be addressed. Certain artists such as Miley Cyrus may have issues about sponsorship of competing brands that she is currently endorsing. It is important that targeted major sponsors are properly coordinated with the major performers to avoid conflict (Ettorre, 1995). In a fund-raising concert for a library for children, it would be too out of-the-way to sign up a sponsor of a gambling or adult fantasy sites and related firms. Promotional tie-ups are the most common target of probable sponsors so that new or introductory companies, brands, products or services usually are the best options to offer sponsorship. Likewise, the packages becomes more attractive if bigger promotional advantages may be offered as long as it will not add cost to the event expenditures such as time slot, venue space, inclusion in promotional materials, and other freebies that can be offered for a fee. Following is an example of a promotional package that may be included in a Sponsorship Package proposal: Miley Learns to Read Date & Venue Sponsorship Package Partner □ Competition Lock-out □ Product Selling in all venues* □ Product (logo)/ Company Promotion in all schools* □ Acknowledgement as Partner (logo) in all news releases, radio, television, internet (Facebook, Youtube, Digg, official website, etc) and print media announcement and posts □ Inclusion as Partner in all advertisements, streamers, stage backdrop, posters & fliers □ Up to 10 minutes promotional break during the event □ Live acknowledgment every break / hour during the event □ 60-seconder video footage / advertisement on video/ slide show during event Package: $30,000.00* Major Sponsor □ Promotion in all venues* □ Acknowledgement as Major Sponsor (logo) in all news releases, radio, television, internet and print media announcement □ Inclusion as Major Sponsor in all advertisements, streamers, posters & fliers □ Up to 3 minutes promotional break □ 30-seconder video footage / advertisement on video/ slide show during the event Package: $18,000.00* Minor Sponsor □ Flier / Brochure or Promotional Item Distribution in all venues* □ Acknowledgement as Minor Sponsor in all news releases, radio, television, internet and print media announcement □ Inclusion as Minor Sponsor in all advertisements, streamers, posters & fliers □ Inclusion of one page flash/slide show during the event Package: $10,000.00* A time plan should indicate the time of distribution of proposals, follow-up, as well as scheduling of meeting to targeted sponsors. Event Sales Plan The cost of tickets should be considered as “affordable” and convincing enough to attract the ordinary student, housewife, and her family. It should be a family event. Aside from tickets, the event organizers may also sell food and drinks, merchandizing space for non-sponsors with consideration of the actual sponsors, memorabilia, books, and related educational products. Local products may also be considered to encourage as well as support local enterprises. Where access of venue may be an issue to some, commuting services may also be provided. Internet ticket sellers such as Ticketnet serve as major ticket outlets. Popular local retailers should also be tapped as well as sponsor outlets, performers, and their families. Budget, Cash Flow Chart & Break Even Analysis The budget should include as follows: Activity Cost Estimate Staff / Team Involved Office Operational Expenditures $ 3,000 All teams & Staff Talent Fee & Artists Expenses $2,000 Organizers Venue (Rental), Sounds & Lights, Security, Video, etc. $3,500. Logistics team & Production team Marketing & Communications  Website  Print & Broadcast  Invitations, Tickets, Posters, Streamers $1,200 $800 $1,200. Marketing & promotions team Ticket Selling  Ticket cost for front seats  Regular Targeted Sales Targeted Sponsorship $100 $50 $300,000. $200,000. Sales team Transportation and other services for staff and performers $1200 All Others $2,000. All TOTAL INCOME $$$$ TOTAL EXPENSES $$$$ Quality Assurance & Control System Staff Schedule, Volunteer Induction Sheets & Performance Appraisal Sheet The Organizing team are involved all throughout the process from planning to evaluation of the event. They work hand-in-hand with the marketing and sales team to maximize results. They also work with the logistics team to ensure that everything needed at the event are exactly on time and in the right place. They work with the performers to come up with novel, timely, exciting, and saleable activities that the performers will themselves enjoy doing. They try to make the event memorable and worthy for all stakeholders, from performers, sponsors, staff, down to the audience. They conceptualize together with their visual artists what the stage will look like, work with director and the technical staff to ensure that a good show will be produced. The Marketing and sales team work hand-in-hand with the organizers, if they are not the organizers themselves. They streamline expenditures and communication strategies to maximize benefits for their client as well as the sponsors. They try to work within budget as well as earn income in the promotional strategies. They deal with ticket distributors and resellers, retailers, sponsors, and how to get the tickets to the most number of audience (Goldblatt, 2002). The Logistics team are in-charge of the availability of physical objects: venue, lights and sounds, transportation, flow of traffic, audience, security, artist rooms, food and drinks for performers, accommodation, stage, props, audience seating and arrangement, comfort rooms, catering, and other services that the whole team and performers will need. They also provide technical support. The Production The Production team is involved with the show, how the show will come out, the visual presentation, the sound output, the lights, the stage design, outfit of performers, the flow of the show, the whole program. All members of the team work under their team leaders. For a small outfit, the team leaders may be limited and leaders may perform two, three or four roles. In turn, they work with various members or staff who may be performing multi-roles. Risk Assessment Analysis In every event, the risk of not meeting the target output is in a 50-50 chance. Hard work and the right presentation and connections are important to secure an event with substantial income. The current financial situation makes many events risky. One consideration is the results of many sporting events the recent years. The political and social risks should also be considered. An evaluation of the locality is important to determine what artist is in-demand and who has not graced the area recently (like 2 years prior to the concert). The target audience should focus on the majority who have disposable income although family target is a good one. The advantage of a wholesome show is the maximization of attendance of various age brackets. Evaluation Plan The most important aspect of evaluating the plan is its feasibility and result. Would it sell? Will it break-even the expenses? Will it meet target output? Likewise, security and safety of all involved is also important. Are the audience assured of their safety? Will the crowd be controllable? Is a stampede avoidable? How to avoid possible stampeded? Are all entrance and exits accessible and working? Are all comfort rooms working? Are there enough police force to secure the area? Are there emergency vans, paramedics and first-aid providers? Are emergency numbers and hospitals available and accessible? Another factor that needs to be considered is the sponsors: Were they provided what were promised? Was expectation exceeded (Ramsborg et al, 2008)? Shutdown or Completion Checklist Overall creativity of the plan The overall creativity of the plan will be influenced by the actual presentation of the Production or Creative team. The team will need to work closely with the performers, the logistics, as well as the organizers to ensure positive outcomes. Reference: Bowdin, Glenn; Johnny Allen, William OToole, Rob Harris, Ian McDonnell. 2006. Events Management (Events Management S.) Butterworth-Heinemann. Clow, Kenneth E.; Baack, Donald (2007). Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education Ettorre, B. 1995. The artistry story: event marketing at fast-forward speed. (Amway Corp. division Artistry Cosmetics successfully sponsors the 1995 European Figure Skating Championships) (includes article on Amway Corp.)(Case Study). Management Review 84 (12).December, pp29-31. Goldblatt, Joe. 2002. Twenty-First Century Global Event Management (The Wiley Event Management Series). John Wiley & Sons. Ramsborg, G.C.; B Miller, D Breiter, BJ Reed & A Rushing (eds). 2008. Professional meeting management: Comprehensive strategies for meetings, conventions and events, 5th ed, Kendall/Hunt Publishing, Dubuque, Iowa. Read More