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Made in Florence

Five Star Events

Katherine Chapman, Kaitlin Martin, Paige Krieger, Maria Ruggiero, Rachel Sylvia
Professor Kovatcheva
Event Planning
Spring 2016

Table of Contents

Event Concept. Page 2

Goals and Objectives....Page 4
Target Audience...Page 5
Marketing and Communication Tools..Page 7
Contingency Plan and Risk Management.Page 8
Event Checklist.Page 9
Event Schedule.Page 11
On-site TasksPage 11
Budget Checklist..Page 12
Evaluation.Page 15
Appendix..Page 17

Event Concept
Rachel Sylvia

The Made in Florence workshops are part of a public, annual celebration of the arts held by
Lorenzo de Medici titled Art is in the Square, where students at LdM showcase their talents at
the end of the semester. Art is in the Square intends to promote culture and the exchange of
different perspectives among students and participants.
Made in Florence is a set of workshops that easily fit into the Art is in the Square concept. Its
purpose is to encourage English-speaking Italian students through art-based workshops to
consider Lorenzo de Medici as a valid education option that would allow them to pursue their
academic passions while interacting with students from a variety of different backgrounds and
cultures. The assortment of the workshops offered by Made in Florence gives participants the
opportunity to experience what attending a course at LdM is like, as well as the chance to speak
with current LdM students working the event about their abroad and home-institution
Made in Florence will offer 5 art-based workshops to interested Italian students in high school or
university on May 14th at 3 p.m. The workshops will be made up of 10-12 participants and will
be taught by LdM professors in English with no other prerequisites required. At the end of the
workshops, participants will also be awarded a certificate and take home what they created as a
souvenir to remember their experience at LdM.

The workshops to be offered at our Made in Florence event are as follows:

Introduction to Digital Photography During this indoor/outdoor workshop, Professor

Sammicheli will teach participants about the basic settings of their cameras (either
personal cameras or the equipment provided by LdM), as well as the rules of shooting
and post production techniques. Participants will take photos during the workshop and
print one shot out to take home.

Introduction to Classical Photography Professor Maver will lead students through a

seminar about their film cameras (either personal cameras or the equipment provided by
LdM), shooting photos, and working in the dark room. At the end of the workshop
students will print one shot out to take home.

Digital Characters for Comics Graphic design professor Cosimo Brunetti will teach
workshop participants how to create comic strips and digital characters using Wacom
tablet (provided by LdM). Participants are asked to bring a pen drive with them so they
can take their work home with them at the end of the workshop.

Still Life with Chiaroscuro Professor Gambassi, one of the Sketchbook course
instructors at LdM, will lead his workshop participants through drawing a still life using
chiaroscuro (a 3-dimensional shading technique). All the materials required for drawing
will be provided in the workshop.

Cutting and Sewing with Clay Professor Fazzo will help her workshop participants
produce two clay cups, which will be fired in the kiln at LdM. Participants can come a
couple days later to pick up their creations to take home.

Goals & Objectives

Kaitlin Martin

Because the goals we set are not measurable we have selected three goals that we hope to
accomplish but will have no way of fully measuring the success of. Our goals for this event
include the following:
1. Raise awareness about LDM for Italian students
2. Engage local students through creative workshops
3. Showcase and allow Italian students to experience LDMs artistic course offerings
Goal number one has to do with the main purpose of Made in Florence because we are trying
to market LDM as more than just an international school. If we have Italian students attending
this event for years to come that will definitely raise awareness about LDM being a potential
college option. Goal number two is what our event is specifically about since we have chosen to
represent LDM through creative workshops. I think each workshop will appeal to different
students and will be interesting and engaging to those who sign up for each respective activity.
We set goal number three because through these workshops the Italian students will really get to
see what LDMs artistic course offerings include, and in a way it goes hand in hand with goal
number one in that the showcasing of courses will help to raise awareness.
The objectives we set will be measured through the use of our post-event evaluation
survey. Our objectives include the following:
1. Have each workshop at least 80% full (8 students)
2. Achieve at least 75% positive, post-event feedback
3. Achieve a future growth of 20% participation for next years event
The measurable objective number one will be easily determined based on the number of students
that attend the workshop. We would really like to see at least an 80% attendance rate for each
workshop. Measurable objective number two will be based solely on our post evaluation surveys.

We will consider a majority of agree or strongly agree on our post evaluation survey to be a
success to measurable objective number two. Concerning measurable objective three, although
we will not be able to see the growth following Made in Florence this year, next year or next
semester (whenever the event is held again) we will be able to compare the number of students
who attended the spring 2016 event with the future event. I think that this is a reasonable
objective to set because we already had to increase the number of spaces available for students in
the Intro to Digital Photography, and Intro to Classic Photography by 20% to accommodate the
need for more students to join the workshops.
Target Audience
Paige Krieger
For this event, our target audience consists of English-speaking, Italian high school and/or
university students. We could reach this target audience in various locations such as at local
libraries, museums, coffee shops, high schools and universities. These workshops will most
likely interest creative students that are looking to expand their artistic skills in the areas of
photography, graphics, drawing or ceramics. Below are sample profiles of students that we
believe would be members of our target audience:

1. Francesca is a junior in high school that loves taking photographs with her friends and of the
outdoors on her iPhone, but wishes that she could take photos of higher quality. She is interested
in purchasing a digital camera, but wants to know the basics of how to use it first. The
Introduction to Digital Photography workshop interests her because she will have the chance to
learn more about the basics of digital cameras and digital photography in general before actually
buying a digital camera of her own.


Marco is a senior in high school and his father is a professional photographer. He has an

internship with his fathers photography company this summer, but doesnt have much firsthand
experience with classic photography, besides watching his father at work. He is interested in the
Introduction to Classic Photography workshop because he wants to get a head start on the basics
so that he is more prepared for the first day of his internship.

Francesco is a junior in high school that loves reading comic books and working on the

computer in his free time. He is considering majoring in graphic design in college, but he will
need to submit a portfolio as part of his application to the graphic design program at his
university. He is interested in the Digital Characters for Comics workshop because it will give
him the opportunity to learn more about graphic design and start building his portfolio.

Isabella is a freshman in college. She is an art major that specializes in painting, but seeks

any opportunity to expand her drawing skills. She is interested in the Still Life with Chiaroscuro
workshop because she wants to practice the chiaroscuro technique so that she can incorporate it
into her next painting.

Daniela is a sophomore in college that loved her ceramics class in high school, but doesnt

have room in her college schedule to take another ceramics class. Her moms birthday is coming
up and she was planning on making her mom something, rather than buying it because she is on
a tight budget. The Cutting and Sewing with Clay workshop interests her because she not only
gets to take a ceramics class again, but she also can give the cups that she makes to her mom for
her birthday.
Marketing & Communication Tools
Rachel Sylvia

We will be using the following marketing channels in order to promote our event and keep in
contact with our participants:

Eventbrite1 We will use Eventbrite to create an online registration form for our
participants. On the site we will also provide them with pertinent information about the
workshops. We will share this registration link via Facebook and email. This site also
provides us with important contact information to further segment our audience and
promote the event, as well as statistics to use when considering hosting a similar event in

the future.
Facebook2 The social media channel we will utilize is Facebook. LdM will create a
separate event page dedicated to Made in Florence, where participants can like the page
and state that they are coming to the event (allowing them to receive notifications from
the page). The page will include all pertinent details of the event, including the date,
time, workshop descriptions, and registration link. We will also use the site to share our
marketing graphics, giving our event a sort of identity and easily recognizable among
participants. Additionally, we will periodically post teasers and other fun content in

order to engage our followers and get them excited for Made in Florence.
Event Planning Email By using LdMs event planning email address, we will be able
to contact our potential participants and their institutions to inform them about our event
and invite them to join us. We will use this channel to provide our target audience with
the registration link and more details about the Made in Florence Workshops, including
the link to our Facebook page. Once registered, we can use this email to directly contact
our participants and confirm their registration, answer any last minute questions they may

1 Please see Exhibit A in the Appendix

2 Please see Exhibit B in the Appendix

have, and get them excited about the event. Post-event we can further use this email to
thank them for coming and encourage them to check out our Facebook page to view

photos taken at the event.

Press Release We will be sending out a press release (via email) informing relevant
high schools and institutions about the Made in Florence workshops. This release will
include details about when and where the event is and incentivize our target audience to

Marketing Materials (Poster, Flyers, Postcard) 3 We will distribute the cohesive
collection of marketing materials produced by LdMs graphics department in places
relevant to our target audience. Such places would include, libraries, coffee bars, book
stores, local businesses, and high schools and universities in the Florence area. These
materials contain all information relevant to the event as well as where to go to find out
more information (Eventbrite and the event planning email address).

Contingency Plan & Risk Management

Katherine Chapman
1. The possibility that a teacher may become sick or unavailable, therefore unable to lead
the workshop.
1. In this scenario, we will reach out and contact other teachers in the same
department ahead of time, and ask if they would be willing to stand in, in the case
of such event. We will send follow up emails to make sure they are up to date on
what will be going on at the event. We would prep them on what is to be expected
of them during the workshop and make sure they have the proper guidance and

3 Please see Exhibit C in the Appendix

tools. If no other teachers are available, we would plan back-up/alternative

activities or select relevant videos that the students could watch.
b. In the event that there is a technical difficulty we would:
1. For our particular workshop, a camera is required. If a student's camera is not
working, we will be prepared and have a few extra cameras available for student
usage. Before the workshop begins the prep team will do trial runs to make sure
all cameras/technology are running properly. For the event as a whole, we will
make sure to have a few technicians, or staff who are fairly familiar with such
technology, on site in case of such event.
b. If supplies or materials are lacking:
1. If on the day of the event, we realize certain essential supplies and materials are
lacking, we will designate certain LDM event planning students the duty of
running out and either finding or purchasing such materials.
Event Checklist
Katherine Chapman
Maria Ruggiero
1. Determine goals and objectives
2. Determine target audience
3. Create a budget and budget checklist
4. Ask different teachers to volunteer to teach workshops
5. Communicate with teachers to make sure they are on the same page
6. Determine supplies needed for the workshops
7. Choose times for workshops


8. Reserve rooms/determine outdoor areas

9. Gathering supplies for each workshop
2. Paper, pens, pencils, back-up cameras, clay, etc.
a. Determine marketing and communication channels
1. Facebook, other social media, etc.
b. Reach out to students through marketing and communication channels leading up to the
event (twice a week or more)
c. Create registration form, determine registration deadline
d. Start spreading awareness on social media (weekly or more often)
e. Form the event schedule
f. Create contingency plan
g. Make an overall event checklist
h. Make timelines of pre, during, and post event tasks
i. Designate tasks among LDM EP students
j. Plan set-up
k. Reconfirm and touch base with teachers and other involved parties
l. Send reminder email to students prior to the event
m. Review day-of tasks with designated LDM EP groups
n. Set-up
1. a. Make sure teachers and students know where they should be
b. Have LDM student staff readily available on-site to answer any questions
c. Designate a photographer taking pictures of the event in action
d. Clean up


Event Schedule
Maria Ruggiero
1:30 pm- Meeting at Via del Giglio 4 to receive name tags and gather with groups
2:00 pm- Each group goes to its set department to begin set-up and organization for the
2:30 pm- Everything should be ready to go. Be ready at the door waiting for students who may
arrive early
3:00 pm- Participants arrive. Workshop begins with one student introducing themselves and
offering to be at students disposal for any questions. As soon as this is finished, the workshop
will officially begin
3:00-5:15 pm- Workshop is taking place.. Take photos throughout the workshop, assist students
with any questions
5:15-5:30 pm- Distribute evaluations, have students fill them out and put into box when finished
5:30 pm- Thank the students for their participation and show them toward the exit
5:30-6:00 pm- On-site clean up
On-site Tasks
Paige Krieger

Check-in with professor and ask how we can be of assistance

Room and materials set-up/organization

Put up poster outside of classroom to signal where workshop is located

Check-in attendees and greet at the door


One member introduces themselves and offers to answer any questions about American
schooling, study abroad or American culture in general

Take photos throughout the workshop

Distribute privacy forms (if students didnt already bring them filled out)

Collect completed privacy forms

Pass out evaluations

Collect completed evaluations

Pass out LdM brochures as the participants leave, thank them for coming and remind
them about cocktail party at 7:30

Material/room cleanup

Check-out with professor to ensure all tasks are finished

Budget Checklist
Kaitlin Martin
Below I have listed all of the relevant budget items that I think will be necessary for the event
and specifically for each workshop.
Supplies for each workshop:
Introduction to Digital Photography
o Photo paper
o Printer Ink
o Additional cameras
Introduction to Classic Photography


o Photo paper
o Materials necessary for darkroom/printing
o Additional cameras
Digital Characters for Comics
o Wacom tablets (already available at LDM)
Still Life with Chiaroscuro
o All materials necessary for sketching
o Pencils
o Sketch pad/paper
Cutting and Sewing with Clay
o Materials needed to make two cups
o Clay
o Paint
o Graphics work
o Photocopying/printing
o Postage
o Signage
o Press Release (outsourced)
o Telephone
o Stationery Supplies


o Pens
o Badges
o Teachers additional pay
o Evaluation forms (printing)
o LDM Pamphlet


Made In Florence Evaluation

All group members
Student _______

Faculty ________

Workshop Participated in: ____________________________________

4- Strongly agree

3- Agree

I would recommend Made in Florence to a friend, or do this again



I enjoyed the workshop OR had a positive overall experience



1- Strongly disagree

I learned something new from this workshop




How did you find out about this event? :

Social media ______

Other ______

School ______

Word of mouth ______

Flyer ______



Exhibit A:


Exhibit B:


Exhibit C: