Lingaya’s Lalita Devi Institute of Management

and Sciences
(Affiliated to Guru Gobind Singh Indraprastha University and Approved by Govt
of NCT & NCTE)

Guru Gobind Singh

Indraprastha University

Event Management Lab

Subject Code: BA (JMC) 355

Submitted To: Submitted By:

Dr. Sheweta Gaur Wilbur Arnold Clarke
(Associate Professor) 02919202419
BA(JMC)
5th Semester
 INDEX
S.NO TOPIC PAGE NO.
1. Chapter – 1 Event Management 1-7
1.1 Introduction
1.2 Definition of Event Management
1.3 History of Event
1.4 Event: A Marketing and Communication Tool
1.5 Elements of Event Management
1.6 5 C’s of Event Management

2. Chapter – 2 Organization Profile 8-9

2.1 Organization Name
2.2 Organization Logo
2.3 About Us
2.4 What we do?
2.5 Our Team
3 Chapter – 3 Event Planning 10-13
3.1 Event Name and Theme
3.2 Event Objective
3.3 Event Company Background
3.4 Venue of the event
3.5 Date of the event
3.6 Gantt Chart
3.7 Tentative Checklist
3.8 Tentative Posters
3.9 Venue Planning
3.10 Tentative Min-to-Min
3.11 Risk Management
3.12 Feedback Forms
4 Chapter – 4 Event Execution 14-18
4.1 Event Name and Theme
4.2 Event Objective
4.3 Venue
4.4 Date
4.5 Final Checklist
4.6 Final Poster
4.7 Final Min-to Min
4.8 Final Budget
4.9 Promotions
4.10 Risk Management
4.11 Feedback
 CHAPTER-1
EVENT MANAGEMENT

1.1 INTRODUCTION

Event create opportunities for people to connect with an area, spend time together, celebrate and experience
the diversity of cultures and foster creativity and innovation. They allow a community to come alive and
provide an opportunity for a destination to showcase its tourism experience and increase economic activity.

Event contribute significantly to community building , lifestyle and leisure enhancement, cultural
development, tourism promotion and increased visitation, volunteer participation, fund-raising and
economic development.
Management includes the activities of setting the strategy of an organization and coordinating the efforts of
its employees (or of volunteers) to accomplish its objectives through the application of available resources,
such as financial, natural, technological, and human resources.

Event Management Involves Planning, Organizing And Execution Of Live Events. One of the key
differences between events and traditional attractions is the period of time over which they impact the host
community or region. Events are short term by definition, often lasting only one or two days, although some
larger events can last significantly longer (e.g. weeks for example Kumbh Mela in India ) while fixed
attractions tend to draw visitors seasonally, or over an extended period. When considering the scale and
impact of events, they fall into four broad categories Mega Events, Hall mark events, Major events and local
events.

1.2 DEFINITION

An event is a live-multimedia package carried out with a preconceived concept, accustomed or modified to
achieve the client’s objectives of reaching out and suitably influencing the sharply defined, specially
gathered target audience by providing a complete sensual experience and an avenue for two-way
communication.

Philip Kotler defined event as “Occurrences designed to communicate particular messages to target
audiences”.
Philippines defined event management as “A science of planning, organizing, directing, coordinating,
motivating, and rewarding people or staff to attain the visionary objectives of the event producer or client”.
About.com defines event management as “A process planning, executing, and evaluating corporate
association, non-profit, government and social event.
Wikipedia - “Event Management is the application of project management to the creation and
development of large-scale event. It involves studying of brand, identifying target audience, devising the
event concept, planning the logistics and coordinating the technical aspects before actually launching the
event”.

1.3 HISTORY OF EVENT

Tracing the history of events would entail tracing the history of mankind. An event in its universal and
literal form would be any occasion when something happens or something needs to be done to organize the
same: The Pushkar Mela has the distinction of being the biggest attended fair anywhere in India, if not the
entire world, making it the biggest event of its kind. As per an article Business Today of December 7/21,
1993, every year an estimated audience of 3 crore attends this fair in Rajasthan'. India has roughly 5000 such
fairs and festivals. These represent the biggest organized effort in events from ancient times. Originated on
religious lines, these melas which Literally mean fairs-have always been a meeting ground for big and small
traders, across the Indian subcontinent. Traditional games and entertainment have always been a part of such
events The euphoria generated in the fair was not only good for the participants and audience but also for the
economy of the region as a whole. Ancient events such as Indian fairs and festivals with their visually
spectacular depiction of epic themes interwoven with singing, dancing and emoting were a means of
expression of the spiritual and cultural tradition of community.
Rural India comprises of over 75,000 villages and the TV penetration here barely crosses 11% and the
Internet effect is infinitesimally small. Therefore, to obtain reach for their communication campaigns,
various corporate’s have resorted to events as a strategic alternative. Having made a humble beginning,
events have now come a long way in terms of classification and specialization that are possible in this field.
In fact, in this new millennium, events as a medium will be catering to all demographic segments of the
population. Events have proved to be a versatile marketing communications tool since they can be easily
accustomed to cater to the communication needs of the industry; be it pharmaceutical, financial services or
any other. To add to the benefits that an event offers, live media integrates the three traditional modes of
marketing communication, viz. Advertising, sales promotion and public relations. An event can also act as a
focus for specific campaigns and help in giving a guideline to media-related decision-making such as when
to change, stop or introduce new campaigns.

1.4 EVENT: A MARKETING AND COMMUNICATION TOOL

Event management is considered one of the strategic marketing and communication tools by companies of
all sizes. From product launches to press conferences, companies create promotional events to help
them communicate with clients and potential clients.

1.4.1 EVENT AS A MARKETING TOOL

Marketing should integrate all the management decisions so that they focus on the goals and objectives of
the event as well as those of the sponsoring organization itself. This integration may take many forms. It
may be employed to conduct research to assist in the event’s site selection process. Marketing can play a
vital role in the “search and discover” effort to identify new markets in which to promote an event.

Marketing strategies used by events-

1. Brand Building
a) Create awareness about the launch of new brands/products
b) Presentation of Brand Description to Highlight the Added Features of Product /Service
c) Helping in Rejuvenating Brands during the Different Stages of the Product Life cycle
d) Helping in communicating the re-positioning of brands/ products.
e) Associating the brand personality of clients with the personality of target market

1.4.2 EVENT PROMOTION TOOLS AND MEDIA COORDINATION

a. PRINT MEDIA
Promote your event, sponsors and clients through newspapers ads, magazines ads, trade journals,
press releases, tickets, passes, invitations, banners and posters.

b. ELECTRONIC MEDIA
Promote your event, sponsors and clients through TV and Radio Commercials. Use electronic
signage like visual display signage, Plasma Screen, LCD Screen, LED Screen, Projection Screen,
Video Walls etc to promote your sponsors and clients.

c. OUTDOOR MEDIA
Promote your event, sponsors and clients through billboards and hoardings ads. You can also do
promotion through Kiosk, Canopy, Flex and giant balloons.

d. TRANSIT MEDIA
Road Shows are generally used in transit media.

e. PUBLIC RELATIONS
The role of public relations is to manage the organizations and event’s image in the mind of the
audience and the public. Media briefings can also be conducted before and during the event,
particularly if high-profile people such as celebrities, entertainers and athletes can enhance the
publicity.

1.4.3 MARKETING MIX

Marketing mix is a general phrase used to describe the different kinds of choices organizations must make in
the whole process of bringing a product or service to market. 

The five P’s of Event Marketing:

 Product - Product refers to the products and services offered by a business. Product decisions include
function, packaging, appearance, warranty, quality, etc. Customers need to understand the features,
 advantages, and benefits that can be enjoyed by buying goods or services. When thinking about a
product, consider the key features, benefits, and the needs and wants of customers

 Price - Price refers to the pricing strategy for products and services and how it will affect customers.
Pricing decisions do not include just the selling price, but also discounts, payment arrangements, credit
terms, and any price-matching services offered.

 Place - Place refers to where the product/service of the business is seen, made, sold, or distributed. In
essence, place decisions are associated with distribution channels and ways of getting the product to
targeted key customers. It is important to consider how accessible the product or service is and ensure
that customers can easily find you.

 Public relations - It refers to the activities that make the business more known to consumers. It includes
items such as sponsorship's, advertising, and public relations activities.

 Positioning - Event marketing relies on the proper positioning of the product. No event can be
effectively sold until a marketing plan is developed. The marketing plan will likely be the predicate that
determines success or failure. And the key to a successful marketing plan is "positioning."

1.4.4 EVENT AS A COMMUNICATION TOOL

The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion,
public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.
1. ADVERTISING
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an
identified sponsor.

2. PERSONAL SELLING
Personal presentation by the firm’s sales force for the purpose of making sales and building customer
relationships.

3. SALES PROMOTION
Short-term incentives to encourage the purchase or sale of a product or service.

4. PUBLIC RELATIONS
Building good relationships with the company’s various public's by obtaining favourable publicity,
building up a good "corporate image", and handling or heading off unfavourable rumour, stories, and
events.

5. DIRECT MARKETING
Direct communications with carefully targeted individual consumers to obtain an immediate
response and cultivate lasting customer relationships.
1.5 ELEMENTS OF EVENT MANAGEMENT

 No can be successfully completed without interaction and inputs from the six key elements of events, i.e
event infrastructure, target audience, clients, event organizers, venue and media.
 EVENT INFRASTRUCTURE - As the name indicates, event infrastructure includes those essential
elements without which there cannot be any event These essential elements are core concept, core
people, core talent, and core structure. The nature of this infrastructure varies with the event categories
and variations in events.
Core Concept - This term can be defined as underlying ethos and evolution of the various major
categories of event. Core Concept can be easily defined as drafting of objective of the event, knowing
what is the outcome needed and what all is wanted by the client.
Core People - These are the people who are performing, acting or participating in the process of
influencing the audience to create a desired impact in terms of a favourable position for the client’s
brand in the audience’s mind.
Core Talent - This term refers to the expertise of core people who has reputation and knowledge. It is
the core talent that attracts and influence the audience.
Core Structure - We need to structure an event before actually executing and hence for that we must
define our event as formal or informal. Formal events are fully structured with prior plans and
arrangements. Informal events are also planned but could customized as per the convenience.
 TARGET AUDIENCE - Now target audience is something we must be very clear about. Because the
event is for the target audience and we need to know them and their requirements. After knowing your
target audience classify them into Homogeneous and Heterogeneous.
 CLIENT - Client is the primary producer of event. He can also be a sponsor who is funding the event.
 MEDIA - Media in simple terms is the coverage of event. It could be classified into pre-event media, at
the event media or post-event media.
Pre-Event Media could be social media promotion, advertisement or press release.
At The Event Media is live coverage of event.
Post-Event Media is the post press release.
 VENUE - Venue is a place chosen according to the client, objective, weather and target audience.
Venue can be Inhouse or External. Inhouse Venue means conducting event in own campus or the event
company’s campus. Eternal Venue means hiring a place for a particular time.
 ORGANIZER - Organizers could be the event company or an individual.
1.6 5C’s OF EVENT MANAGEMENT

 CONCEPTUALIZATION - It involves churning of original ideas. The purpose and objective of the
event should be clearly defined. Concept can be as creative as a person can think off.
 COSTING - It involves calculation of the cost of production and safety margins.
 CANVASSING - for sponsors, customers and networking components.
 CUSTOMIZATION – of the event according to brand personality, budgets etc.
 CARRYING OUT – It involves execution of the event according to the final concept.
 REFERENCES

~www.mindtools.com

~blog.eventsmart.com

~Book - Event marketing management by Sanjaya Singh Gaur and Sanjay V Saggere
 CHAPTER-2
ORGANIZATION PROFILE

2.1 ORGANIZATION NAME - “Art Alley”

2.2 ORGANIZATION LOGO -

2.3 ABOUT US
Art Alley is a team of powerful flappers, who stumped upon the events to make event planning simply
amazing. Their love for putting life, in any event, reflects in their professional expertise. Millions of people
outreach us because of the trust we have garnered throughout the years of hard work and creative thoughts.

It’s more than an event for us when we see those teary eyes with smiling faces, it makes us proud of our
work. Just, to see that smile, we put a little extra effort into our work by consulting, discussing and advising
a tailored made plan to our clients’ intricate needs.

Our team has certain divisions to simplify event planning. We are a strong believer of transparency and,
therefore, there is no middleman to barge upon. You will get quality service at affordable prices.

2.4 WHAT WE DO?

 Corporate Events - We also deal with corporate events like conferences, exhibitions, fashion shows,
seminars etc. We have a dedicated team to handle all the corporate events. We take deep care of
everything in your corporate event so that you could get the desired results from it.
 Promotional Events - If you want someone who can help you with the promotion of your product then
we are the one for you. Make It Count Events will give all types of marketing, advertisement solutions.
Our special team for these types of events will get in touch with you and perform every action after
understanding your needs.
 Photography and Music Competitions - We also conduct various competitions through our end as
well as our clients. If you wish to conduct one with proper planning and within your budget, we are the
one you can look upon.
*Events can be planned digitally as well as per the client’s requirement.
2.5 OUR CREATIVE TEAM
 Preeti Mawri
(Event Director)

Wilbur Arnold Clarke Shashwat Ralli

(Finance and Program Coordinator) (Hospitality & Venue Coordinator)

Sandali Singh
(Promotions & Equipment Coordinator)

2.6 OUR WEBSITE

 CHAPTER-3
EVENT PLANNING

3.1 EVENT NAME AND THEME

Name - “Undekhe Aur Unkahe Jazbaat”
Theme - “Photography and Open Mic Competition”

3.2 EVENT OBJECTIVE

1. To experience the beauty of images that can attract people.
2. To give opportunity to those who have passion for photography.
3. To inspire action to conserve and protect our natural environment
4.To artfully reveal ecological culture and consciousness in modern society through the art of photography.
5. To listen to those unsaid and unrevealed words because of pandemic.
6. To start afresh and enjoy the zest of events again.

3.3 EVENT COMPANY BACKGROUND

 Art Alley was established in 2020.
 Our very first event was an Online Press Conference. RBL was about to launch their educational web
series.
 Our event company has been working really hard, so that people can enjoy the virtual events with same
enthusiasm.
 We not only conduct events but also take the responsibility for promoting and delivering all the
necessary information, certificates, and prizes.

3.4 VENUE OF THE EVENT

~ ZOOM or GOOFLE MEET

3.5 DATE OF THE EVENT

~ 4th December 2021 Saturday
OR
~ 5th December 2021 Sunday
3.6 GANTT CHART

3.7 CHECKLIST FOR VIRTUAL EVENT

 Establish your event goals and objectives
 Select your event's date
 Develop an event master plan
 Create an event budget
 Brand your event and begin publicity
 Arrange speakers for your event

 Identify your virtual technology needs

 Engage virtual event attendees

 Capture attendee data

 Send a feedback survey

3.8 TENTATIVE POSTERS
3.9 VENUE PLANNING
We knew that our event was going to be online due to pandemic. So, the first application that we had in our
mind was Zoom as it gives the best screen sharing as compared to any competitor apps. But there was one
limitation that we had to overcome that was 40 minutes time limit that zoom gives.
So, we thought of making an announcement in our event that for any reason if the meeting ends everyone is
supposed to re-join when the meeting ends.
The basic idea was to share screen to display the pictures of the participants. And then participants to speak
a bit about their picture.
3.10 TENTATIVE MINUTE-TO-MINUTE
11:45 - Send the meeting link to participants
11:50 - In the participants
12 noon - In the audience
12:05 - Start the anchoring, interact with the audience
12:10 - Introduce first participant
.
12:40- Round 2 begin
.
1:00 - Round 3 begins
1:20 - Announcement of Winner

3.11 TENTATIVE BUDGET

Hard copy of certificates - 20x15= 300
Prize for winner = 300
Post Event Promotion = 300
Total Tentative Budget = 1000

3.12 PLATFORMS FOR PROMOTION

 Instagram
 Facebook
 WhatsApp
 LinkedIn
 Mail
 Twitter
3.13 RISK MANAGEMENT PLAN
For risk management one person was always on the stand by for Anchor in case anchor doesn't respond for 5
seconds the other person will take over and continue the event.
In case of connectivity issue, we had made sure that event goes on with other host connecting in.
For audio connectivity issue enabled the chat box for participants and audience as well.

3.14 FEEDBACK FORM

https://forms.gle/XGubkig4eGD4ETej7
 CHAPTER- 4
EVENT EXECUTION
4.1 EVENT NAME AND THEME
Name - “Capture The Frame”
Theme - “Photography Competition”

4.2 EVENT OBJECTIVE

1. To experience the beauty of images that can attract people
2. To give opportunities to those who have a passion for photography
3. To inspire action to conserve and protect our natural environment
4.To artfully reveal ecological culture and consciousness in modern society through the art of photography
5.. To start afresh and enjoy the zest of events again

4.3 VENUE OF THE EVENT

~ ZOOM

4.4 DATE OF THE EVENT

~ 5th December 2021 Sunday

4.5 CHECKLIST FOR VIRTUAL EVENT

 Establish your event goals and objectives
 Select your event's date
 Develop an event master plan
 Create an event budget
 Brand your event and begin publicity
 Arrange speakers for your event

 Identify your virtual technology needs

 Engage virtual event attendees

 Capture attendee data

 Send a feedback survey

4.6 FINAL POSTERS

4.7 MINUTE-TO-MINUTE
11:45 - Send the meeting link to participants
11:50 - In the participants
12 noon - In the audience
12:05 - Start the anchoring, interact with the audience
12:10 - Introduce first participant
.
12:40- Round 2 begin
.
1:00 - Round 3 begins
1:20 - Announcement of Winner

4.8 BUDGET
 Hard copy of certificates - 20x3= 60
Prize for winner = 250
Post Event Promotion = 300
Total Budget = 610
4.9 PROMOTION

4.10 RISK MANAGEMENT PLAN

For risk management one person was always on the stand by for Anchor in case anchor doesn't respond for 5
seconds the other person will take over and continue the event.
In case of connectivity issue, we had made sure that event goes on with other host connecting in.
For audio connectivity issue enabled the chat box for participants and audience as well.

4.11 FEEDBACKS