AIPM Melbourne Conference: Marketing Strategies for IT Professionals

This project report outlines the marketing strategies employed by the Australian Institute of Project Management (AIPM) for an IT-focused event as part of a national conference in Melbourne. The report details various marketing approaches, including website and electronic communication, direct mail, publications, and call for papers. It provides advice on venue selection, event format, and identifies the target audience of IT professionals. The project also addresses event duration, speaker arrangements, and potential project risks. Furthermore, it explores potential sponsorship arrangements and cost structuring for the event. Finally, the report details a four-phase methodology for event delivery, encompassing initial planning, timeline development, execution, and closure, along with a bibliography of relevant academic sources.

Organizing event by AIPM
Assessment No
Student Name and ID
Student Email

Marketing strategies
 AIPM (Australian Institute of Project
Management) which is a national body wants to
hold its event for a company named XYZ as a
part of national conference in Melbourne .
 The event is organized for promoting
Information Technology professionals.
 The marketing strategies that are utilized by
AIPM are elaborated below:
 Website and electronic communication:
AIPM must advertise about the event that is
going to take place in Melbourne

Marketing strategies contd.
 Direct mail: It is needed to print various types of
promotional materials and then it is needed to
send them to different partners, sponsors as well
as AIPM members.
 Publications: Advertisement about the event
will be posted by AIPM on newspapers for
spreading awareness about the event.
 Call for papers: Call for papers is considered as
a part of marketing strategy that generally
involve submission of completed research

Advice on the venue
 The event will be held in one of the large
well known venue in the central business
district of Sydney
 The venue mainly comprises of meeting
rooms, theatre, and two ball rooms along
with number of restaurants.

Advice on format.
 It is identified that the event AIPM must include the following:
 The event is targeting IT professionals from various individual members as well as from
corporate members.
 The organization AIPM expects that 900 delegates must attend the event.
 Present number of sessions that will generally helpful in promoting the project management
professionals

Duration of the event
 The entire event will run for around 3 days
for promoting Information Technology
professional by AIPM in context to national
conference.
 The time that is required for the event is
reflected in the table
Final phase 2 days Fri 25-05-
18
Sat 26-05-
18
Presentation on the topics 2 days Fri 25-05-18 Sat 26-05-18
Arrangement for gala
dinner
1 day Fri 25-05-18 Fri 25-05-18

Number of speakers
 AIPM generally envisage 4 number
of speakers every day with at least
one key note speaker within the
event
 They will generally speak in order
to promote Information system
professionals.

Timing associated with the planning, delivery
and post implementation

Project risks
The risks associated with project are as follows:
 Improper budget estimation
 Improper management
 Inappropriate marketing
 Lack of experience

Advice on potential sponsorship
arrangements
The potential sponsorship arrangements will
generally helpful in providing opportunities
that are given below:
 Project sponsorship generally helps in
supporting AIPM’s objectives
 It generally helps in exposing the
organization profile against various people
of the industry
 Generally assists sharing knowledge as
well as expertise
 Networking as well as helps in establishing
relationships

Advice on potential sponsorship
arrangements
 It is identified that AIPM generally
engages in It is identified that company
does not wants to make money
 However the organization wants to seek
full recovery of the money that is invested
through marketing income and ticket
selling.

Cost Structuring
 The cost structuring for the event is provided below in the table:
Sponsorship type Cost
Advertising packages $12,000
Ticket pricing $20,000
Offers from international delegates $14,000

Summary methodology
 The event that is organized by AIPM for promoting information technology
professionals is mainly delivered in four different phases. It is identified that the initial
phase of the project lasts for 18 days in which proper selection of various items as well
as resources are done for the project.
 In the next phase that is the timeline phase, proper arrangement for the event is made so
that the AIMP can undertake the event successfully.
 In the execution phase that generally last for 3 days undertake the event and a gallon
dinner party for the participants.
 In the last phase that is the closure phase, stakeholder sign off as well as documentation
on the project is created.

Bibliography
 Chih, Y.Y. and Zwikael, O., 2015. Project benefit management: A conceptual framework of target
benefit formulation. International Journal of Project Management, 33(2), pp.352-362.
 Conforto, E.C., Salum, F., Amaral, D.C., da Silva, S.L. and de Almeida, L.F.M., 2014. Can agile
project management be adopted by industries other than software development?. Project
Management Journal, 45(3), pp.21-34.
 Heldman, K., 2018. PMP: project management professional exam study guide. John Wiley &
Sons.
 Hornstein, H.A., 2015. The integration of project management and organizational change
management is now a necessity. International Journal of Project Management, 33(2), pp.291-
298.