MAJOR PROJECT – Planning an Event

E V E N T M A R K E T I N G ( M K T 2 07 0 ) 20 2 0

Assignment Description:
This is a GROUP assignment.
For this assignment, your team will develop a plan for a fictitious event, and provide a comparison of in-
person, virtual, and hybrid options. Your final presentation will include an evaluation of the benefits and
risks for each option, and your recommendation for which should move forward.

MAJOR COMPONENTS OF EVENT PROJECT VALUE (%) DUE

Event Plan Components:
Part A: Project Outline & Team Plan (Presentation) 5% Week 4
Part B: Marketing, Operations and Financials (MOF) 10% Week 9
Part C: Final Detailed Event Recommendation Report 20% Week 12
(virtual, in person or hybrid)
Part D: “Pitch” Alternative Presentation (15 minutes: 15% Weeks
5 minutes, 3 key points overview and 10 minutes Q&A 12, 13
Comparison of virtual, in person or hybrid
TOTAL 50%

 Team: In a team of one (1) to three (3) students, you will represent a part of the internal
sales and marketing staff for the organization you select to plan your event.
Timing: This is a full or half day event (6-8 hour duration) planning for 1 to 2 years from
now.
 Event Topics: Groups will select ONE of the topics from the list below.
 Location: Event must be held in Canada.
 Budget: The amount funds available from the host organization is indicated in the
Budget column. You are not limited to this budget. It is expected that you find additional
funds to execute your ideas/plans, you could consider sponsors, ticket sales,
registration fees, Etc.

Team Collaboration
DO NOT meet in-person to complete this assignment. Companies around the world are turning to
online collaboration tools to help them work – this is an excellent opportunity to learn how to use some
of the tools used to do it.
Your agency team will be required to use the following tools for your group collaboration:
1. Microsoft TEAMS is available free to all students via Office 365. It is an easy to use platform
with a chat tool, shared file storage with live edit capabilities, and other online collaboration
tools. Add your team members and add the instructor (me)so there can be discussions and I
can see your ideas.

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MAJOR PROJECT – Planning an Event
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2. ZOOM Meetings is available for free to all students at Conestoga College. You can create an
account and conduct online meetings to discuss your project.

Event Topics
Note: based on class size only one (1) group per topic.

TYPE TARGET THEME # OF STARTING

MARKET ATTENDEES BUDGET
Corporate Event Existing Road Show – across 50 - 100 people $7000 per location
1 Product Launch customers Canada (planning for
one city/destination)
Community Music Lovers Music Concert – 50 – 100 people $10,000
2 Event (Tourism) outdoor or indoor
Music Concert or option
Festival
Industry Event Companies in the Organize a B2B 50 – 100 people $10,000
3 Tradeshow (B2B) industry tradeshow

Corporate Event Existing Client Appreciation – 50 – 100 people $15000

4 Sporting Event, customers Corporate Tent or
Theatre Event, Private Box
Concert
Corporate Event Vice Presidents Offsite – Destination 50 – 100 people $750.00 per person
5 Strategic Planning of Large, in Ontario
Conference Publically traded
Multi-National *** one day of
Corporation meetings
(MNC)

Corporate Event School of Non-Residential 50 – 100 people $5000

6 College Business Grads Venue
Graduation
Charity Event Stakeholders Non-Residential 50 – 100 people $2000
7 Annual Fundraiser including all Venue
supporters
(existing and
new)

Corporate Event New customers Retail or Restaurant 50 – 100 people $5000

8 Open House

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E V E N T M A R K E T I N G ( M K T 2 07 0 ) 20 2 0

Part A – Present Your Project Plan (5%)

DUE WEEK 4 – See eConestoga for specific date. Late assignments are not accepted and will
receive a grade of 0.
Share your project plan for the topic selected with your instructor.
This will include:
1. A team update meeting (these will take place as a breakout during regular block of class
time/activity time)
2. 1 to 2 page written summary of your plans for research, writing and resources you will utilize for
each part of the project. Make sure you include your Event Objectives/Goals for each section
and your brainstorming ideas.
How to prepare:
Have at least one or two team meetings via Zoom or Microsoft Teams outside of regular class time.
Identify your strengths, interests and the skills that each of you possess as they relate to the
deliverables for all parts of the Major Project (including the Alternative Presentation).
Plans might change as the semester progresses, but it is important to outline details in writing so you
can all meet the various deadlines for the course.
Information Required:
1. Team Organization: What will each team member be responsible for? Prepare a team contract
outlining your roles, responsibilities, communication tools and expectations.
2. Event Objectives: Identify the goals of your event in the areas of marketing, finance and
operations
3. Brainstorming Ideas: What ideas do you have for your event so far?
REMEMBER: The purpose of your update is NOT to give endless details of what you are
planning for your event (Save that for the Final Client Recommendation Report and the
Alternative Presentation). It is to show your instructor that you have a plan for completing the
next sections and that your ideas will fit the required outcomes for the assignment.
Report Format:

 Prepare your report in Word or Equivalent (1 - 2 pages)

 Use a professional MEMO format (you can find templates in Word)
 Use a consistent font size (12 pt) and style (Helvetica, Arial, Calibri or similar) for all written
content
 Use of headings, subheadings, diagrams, tables, images, etc. is encouraged. This is a
professional business memo and should be shareable with management – it should not look
like an academic report.
 Bullets points are allowed if supported by introductory statements

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Part B – Comparison Report: In-Person vs Virtual Marketing,

Financial and Operations (10%)
DUE WEEK 9 – See eConestoga for specific date. Late assignments are not accepted and will
receive a grade of 0.
For your selected topic create a report that shows your event with the list below. Remember to
review (compare and contrasts in-person version of the event AND the virtual version of the
event. A hybrid option could also be considered)

What to include:

 Event Objectives: What are you trying to achieve with the event? Set objectives for each
marketing, finance and operations.

 Target Market: Create a target market profile for your event. Who will attend? (Is this the
same or different for in-person vs. virtual)

 Marketing – Consider the goals of the organization, purpose of the event, the event type and
the target audience. What will attract the target audience and motivate them to
support/attend? How will you promote the event? How will the communication plans differ?
What will your event Brand look like? What is your Integrated Marketing Communication
(IMC) Plan. Outline your traditional and digital marketing ideas making sure you include the
costs in your financials.

 Financials –Generate revenue? Create awareness? What are the main categories of
expenses. Remember to comment for the in-person version of the event versus a virtual
version? Research actual costs. What are the potential sponsorship opportunities available –
what are the benefits and risks for a sponsor when looking at in-person and virtual events?
Include a sponsorship package of what levels with dollars amounts. Generate a Revenue
and Expense spreadsheet that takes all revenue and expenses into account.

 Operations – What are logistics of the event, equipment needed/ tech support. What type of
schedules will you need for the organizers, staff, volunteers, participants. What are some of
the risks that you can forecast will need attention. Compare what it will mean to the in-person
requirements versus the virtual – review logistics and production schedules (Ch 7)

Report Format:

 Prepare your report in Word or Equivalent (approx. 5 pages)

 Use a professional title page, table of contents, references and appendices as required
 Use a consistent font size (12 pt) and style (Helvetica, Arial, Calibri or similar) for all written
content (excluding headings, etc.)

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 Use of headings, subheadings, diagrams, tables, images, etc. are encouraged. This is a
professional business report and should be shareable with management – it should not look
like an academic report.
 Images and other research must be referenced using APA format (please use APA in-text
citations).
 Your report should be creative and thorough. Creativity is rewarded!

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Part C – Client Recommendation: Formal Written Proposal (20%)

DUE WEEK 12 – See eConestoga for specific date. Late assignments are not accepted and will
receive a grade of 0.
Using your ideas from Part A and Part B, choose ONE of the formats (virtual, in person or hybrid)
and create a formal written proposal that includes the sections below.

What to include:

Students should include the below topics in the Proposal. There may be some elements that are not
applicable to your event, however the majority of these will be and should be discussed in your report:
1. Introduction to your Event
a. Overview of what your event is about and the vision you have for your event
b. Clearly explain your reason for recommendation of either a in-person, virtual or hybrid
event for this organization
c. Outline your goals and objectives for Marketing, Operations and Financial

2. Marketing and PR plan

a. Marketing Objective
b. What is your target market (audience, motivation and stakeholders). How will you
reach/influence the target market (what channels will you use and why). State how you
will reach the goals and objectives set out in the introduction.
c. Marketing Plan and Schedule (choose appropriate timeline for this based on your event)
d. Implementation plan (Gantt Chart) showing when each communication tool will be used.
d. Promotion examples (print, social media, storyboard, etc.)

3. Operations:
a. Operations Objective
b. Suppliers/Organizations (where applicable) that will be involved in your event and what
functions each of them will manage.

c. Project Planning for your event

a. Timeline of event
b. Breakdown of responsibilities (production schedule or GANTT chart showing all
processes, not just deadlines.

d. Logistics and Supplies/Suppliers

a. Venue choice, justification, layout, etc.
b. Logistics schedule (i.e. for 24 hours prior to event, till 6 hours post event)
c. Discuss any backstage, lighting, av, sound or power related plans
d. Security

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e. Media handling
f. Rehearsals/ Briefings
g. Travel of guests to and from event
h. Guest Transportation
i. Guest Accommodation
j. Photographer
k. Videographer
l. Other areas unique to your event that need to be mentioned

e. Catering and Hospitality

a. Food and beverage
b. Seating plan (ch7)

f. Risk Management and Legalities

a. Discuss what risks apply to your event, what contingency plans you have in
place
b. Include risk assessment form

3. Financial Plan for your event (projected costs, funding, expenses, budget etc.)
a. Financial objective
b. Event budget (use Microsoft Excel) that details revenue, expenses and profit/loss (make
sure this matches your financial objective)
c. Differentiate variable and fixed expenses
d. Show source of all funds/revenue

4. Close - Down
a. Administrative duties
b. Physical close-down
c. Evaluation and recording

5. References page – all pictures and content must be referenced using Conestoga APA standards

6. Conclusion – write a closing statement about the planning of the event.

Report Format:

 Prepare your report in Word or Equivalent (approx. 10 -12 pages)

 Use a professional title page, table of contents, references and appendices as required
 Use a consistent font size (12 pt) and style (Helvetica, Arial, Calibri or similar) for all written
content (excluding headings, etc.)
 Use of headings, subheadings, diagrams, tables, images, etc. are encouraged. This is a
professional business report and should be shareable with management – it should not look
like an academic report.
 Images and other research must be referenced using APA format (please use APA in-text
citations).

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 Your report should be creative and thorough. Creativity is rewarded!

Part D – Presentation - 15%

DUE WEEK 13/14 – See eConestoga for specific date. Late assignments are not accepted and
will receive a grade of 0.
Each team will have 15 minutes to highlight the key points of the recommended event and explain why
it will work.
Note: A Zoom meeting will be scheduled, and each group will have assigned times. You should join the
waiting room 5 minutes BEFORE your start time.
**These times are estimates as some teams may take longer or shorter times. Please be ready to go
earlier than your suggested time.
Total presentation is 15 minutes and is broken into two parts:
1. Recommendation Presentation (5 minutes):
 Students will present their final recommendation for the event format (in-person, virtual
or hybrid) and a brief explanation why.
 Highlight only 3 key points. Remember: This is not to repeat the written materials, it is to
summarize only.

2. Question and Answer session (10 minutes):

 Q&A for the instructor to clarify their understanding or ask questions they might have
about the formal written submission (part C).
 A list of 10 –12 questions will be provided in advance to help you prepare. Your group
will be asked 3-4 random questions from this list. Everyone should be prepared to
answer all of the questions.
 Each team member needs to be knowledgeable on the entire proposal as questions
will be directed to individuals. You cannot refer to someone in the group to respond on
your behalf.
 Marks will be deducted if the individual student cannot answer the question with enough
detail.

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Rubric for Written Elements

Grade Grade LEVEL 5 LEVEL 4 LEVEL 3 LEVEL 2 LEVEL 1

Element Value Exceptional Accomplished Met Expectations Developing Needs
Improvement
Content 65% Excellent Good coverage Topics covered Topics covered Topic not
coverage of topic. of topic. have sufficient could be more covered
Detailed Information details that are detailed and/or sufficiently.
information provided has relevant to event. more relevant to Not very
provided for this good detail and More details could event. relevant to
topic within the fits within the be included. Limited use of event.
context of your context of the Some data is research. Little to no
event. event. supported by research.
Data supported Data is research.
by high quality supported by
research. research.
Application 20% Shows original, Shows original Event is solid but Event is simple Event is not
of Course creative, strategic ideas and some not creative. and not appropriate.
Material thinking. creativity. Demonstrates creative. Demonstrates
Demonstrates Demonstrates a some Demonstrates little
excellent solid understanding of limited understanding
understanding of understanding of course material. understanding of course
course material. course material. of course material.
material.
Quality of 15% All format Format Some format Some format Format
Work requirements are requirements requirements are requirements requirements
(Format, executed with are executed met to a are met but are not followed.
visuals, professionalism with professional poorly Too many
organization, and creativity. professionalism. standard. executed. spelling or
spelling/gra No spelling or No spelling or Minor spelling or Several spelling grammatical
grammatical grammatical grammatical or grammatical errors.
mmar)
errors. errors. errors. errors.

See online rubric for more specific allocation of marks for each part of the project.

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Presentation Rubric
Grade Element Grade LEVEL 5 LEVEL 4 LEVEL 3 LEVEL 2 LEVEL 1
Value Exceptional Accomplished Met Expectations Developing Needs
Improvement
Timing 5% Presentation is Presentation is Presentation is
between 4-5 between 3-4 minutes between 1-3
minutes and does and does not go over minutes or over 5
not go over. 5 minutes. minutes.

Team Work 20% Exceptional Good teamwork Evidence of Little evidence No evidence of
teamwork among among all teamwork; of teamwork. teamwork.
all members. members. transitions made to
next/previous Some team Team members
All team members All team members speaker or topics. members are are not able to
are knowledgeable are knowledgeable able to answer answer questions
and able to and able to Most team members questions asked asked.
answer any answer any are able to answer with limited
question asked question asked questions asked. detail.

Flow 25% Very powerful Strong and Introduction provides Some overview Introduction does
(organization) introduction to engaging overview of Event. is given not give a clear
of Pitch and engage audience introduction overview of the
Presentation and overview the provides overview Pitch Presentation Flow of Pitch is event.
event of Event. organization sometimes
supports introduction unclear. Pitch is not
Complete and Organization and ends with organized or is
highly organized supports appropriate Event unclear.
and efficient Pitch introduction; conclusion. preparation
conclusion could be better, Pitch ends without
Memorable reinforces main Event preparation is some rehearsal conclusion/
conclusion. points in satisfactory and needed. abruptly.
memorable some evidence of
Event is extremely fashion. rehearsal is evident. Event preparation
well-prepared and not evident, seems
has very obviously Event is well- not rehearsed at
been rehearsed. prepared and has all.
been rehearsed.

Content 25% Content is Content Content is presented Content shows Event of content is
carefully chosen throughout is succinctly for the problems with disjointed and
Highlights 3 and provides important and most part. research. incoherent.
key points of details which are carefully chosen
recommendatio most relevant and and presented Content Some content may
n and why valuable to client. succinctly. presented is be irrelevant.
vague and may
not be most
relevant.

Visuals, 25% Materials are Materials are Materials are A few materials Visuals/materials
Materials, Set exceptional – attractive and attractive, but a few are not attractive are unattractive
up provide a effectively do not seem to but support the and detract from
backdrop to enhance the support the theme/content of the effectiveness
enhance, but do presentation. theme/content of the the Pitch. of the Pitch.
not overshadow. Pitch.
Set up was good. Set up could be Set up needed
Materials show Set up was improved. quite a bit of
considerable appropriate. improvement.
originality.

Excellent set up.

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