EVENT PLANNING (MKTG 1120) - TERM PROJECT

BCIT
Due:

Week 11
Late penalty: 3 marks per day until Week 12, after which, term projects will not be
accepted. Submit 2 copies. One for the instructor and one for the client. Students
will submit a project for an actual event. Keep a copy of your submission until your
original project is returned!

Value:

115 marks or 30% of final mark

105 marks from the instructor and 10 marks from the client

Client:

To be announced in class

Comments:

You will develop an event proposal using the same process we discussed in class. This
project must be submitted in typical proposal format (as reviewed in Week#2 on
RFPs and proposal writing). Your proposal must include the information requested
below and be targeted to your prospective client. Keep in mind that you are
submitting this proposal to them rather than to your instructor! Your event proposal
must include the following information (it should not follow this specific order - these
are just a list of the required items for this proposal).
Marks will be based on the following criteria:

1.

DEFINE THE EVENT AND FEASIBILITY (10)

- Define your proposed event. What is it? Who is it for? How many will attend? Etc.
- This should be similar to the creative brief assignment, describing the event from first
arrivals until the last person leaves.
- State the goals of the event - what do you wish to achieve by holding this event?
- What are the success factors? How will you measure the success of your event? What are
your back-up plans if these factors are not met? Is the event feasible? What does your
data show?

2.

DESIGN THEME CONCEPT AND SLOGAN (10)

- This is where the creative brainstorming exercise comes in. Outline your theme concept
and slogan. How will it be expressed within the event?
Explain & support your concept. (You must sell the sizzle!) Incorporate this into an
invitation or some promotional item if applicable to your presentation.

3.

EVALUATE THE EVENT (10)

- Explain how you intend to evaluate the event? When will the evaluation be carried out?
- What areas of your event require evaluation? What types of questions would be asked in
conducting evaluations of these areas? What will happen with the information you have
gathered?

4.
-

5.

SELECT DATE & VENUE (5 each)

Recommend the best date for the event and provide reasons for your selection. When and
why that date? Why not another? Compare and contrast.
- Identify a Venue. Why have you chosen this particular place/location? Provide analysis of
global and local issues. If the venue is obvious, why that area within the venue.
- Describe the chosen venue in a descriptive proposal format. (You must sell the client/
sponsor/ banker on it). Again, think about the venue parameters we have discussed in
class.
ESTABLISH A BUDGET (10)
- Are you selling tickets? Soliciting sponsorships? Where is your revenue coming from?

Event Planning (MKTG 1120)

Term Project

What are the costs to produce this event - food & beverage? entertainment? venue
rental? etc.
Identify (and separate) Fixed & Variable costs in your budget.
Break-even point should be indicated if you're selling tickets.
Try not to call suppliers. Use the internet. Just keep the calls to a minimum!
(contd)

6.

DEVISE CRITICAL PATH / TIMELINE (5)

- Outline your plan for the event's production process. Show this info in timeline format.
- This must include the major milestones for you and the client. Should include any major
deposits (eg: venue) that would need to be made to fulfil contract obligations.

7.

MARKET THE EVENT (10) (to sponsors, delegates, employees or the public)
- What is your target market and how will you reach them? Who's on the guest list? How
will
you encourage ticket sales or attendance?
- What media will you use to market the event to your specific target market? Why do you
think it will be effective (eg: we are choosing the Beat instead of the Fox because..)
- Promotional item ideas may be included.

8.

MANAGE THE EVENT (20)

- Include a brief but detailed production schedule (actual timing of the event in progress
including set-up and take down)
- Include a floor plan to show your understanding of space usage.
- Include all logistics that need to be explained concerning the event.
- Outline insurance requirements, licences or other permits required for your event.
- Provide a list of recommended suppliers if required. (This is not always nec)
- Provide a list of all possible sponsorable areas if required and the benefits you will offer.
- Provide a list of all volunteer and staffed positions and the req numbers of persons

9.

COMPANY PROFILE (5)

- Create and include your event management company profile
- What is your area of specialty, why should they hire you, what other events have you
done?

10.

PRESENTATION (10)
- Marks will be given (or lost) for Presentation, Spelling and Grammar. Remember you are
presenting this to a prospective client to try and win a contract!

11.

CLIENT (10)
The client will mark the project in two categories. A. Does the project meet the goals we
set out for the event - 5 possible marks and B. Does the event company provide
appropriate feasibility information 5 possible marks

Project ownership
Any student who is involved in the creation and submission of a project as part of Marketing
1120 - Event Planning, understands that their project ideas may be used by the client
without compensation to the student.

Event Planning (MKTG 1120)

Term Project