EVN301: Event Proposal and Management Report - Canberra Event

This report presents an event proposal for a community-focused exhibition in Canberra, Australia. It details the event concept, targeting handicrafts enthusiasts, and outlines objectives such as customer acquisition through social media marketing and community empowerment. The report identifies key stakeholders, including communities, participants, and governmental agencies, and provides a customer persona chart to understand the target demographic's needs. It details event execution plans, including location, facilities, and a planning timeline spanning eight weeks. The marketing plan involves community briefings and Q&A sessions. A SWOT analysis assesses the event's strengths, weaknesses, opportunities, and threats, with mitigation strategies focusing on feedback, checklists, and timely planning. The report also includes references to relevant academic literature on event design and management.

Running head: MANAGEMENT
Event planning and management
Name of the student:
Name of the university:
Author note:

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Part A: Event proposal
Designing the event concept
 Local community-
o Belconnen Community Council- looking after the wellbeing of the Belconnen
residents, especially youths passionate towards possessing lucrative
handicrafts from the exhibition by the self help groups
o Albert Hall- provides halls for all kinds of events
o Belconnen Arts Centre- effective platform for organizing cultural events
 Local authorities- Belconnen Community Council
 Objectives-
o To expand the customer rates by the acquisition of social media marketing
o To introduce special offers and discounts in the purchase of the passes to the
events
o To empower the local economies through sponsorships
o To generate inclusive practices through community development plans
 Physical location- Canberra Lennix Garden, Australia
Stakeholders
 Key stakeholders- Communities, participants, spectators, governmental agencies,
shareholders. Preparing the list of stakeholders would be effective for the event
planners in terms of planning relevant facilities (Orefice, 2018).
Communities Free passes to health checkups, food coupons, quality locations for setting the stalls
Participants Attendance, assuring whether they got the token numbers, stall numbers
Spectators Proper sitting arrangements, food coupons, tokens for entry

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Governmental
agencies
Meetings for acquiring the basic services, additional security, volunteers
Shareholders Supplying quality raw materials
 Target demographic- The target audience for the event would be the people
passionate towards the possession of lucrative handicrafts from the exhibition
organized by the self help groups. Social media marketing and websites would be
effective for reaching to these people (Velarde, 2017). In this context, the event
planners and the marketing team would be given the charge of preparing customer
persona chart, which would be effective for gaining an insight into their specific
needs, demands and requirements. In this context, the assessment is needed for
ensuring the extent to which the tech savvy people are contacted. It is to be ensured
that the community people are also accessed for providing the essential information
regarding the exhibition. They are also to be briefed on the benefits, which they would
achieve from this exhibition (Evans, 2019). These inclusive practices would be
effective for enhancing the cultural diversity.

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Fig: Customer persona chart for the event
(Source: Gold & Gold, 2017)
Depending on the activities of the customers on the social media, decision would be
taken for proceeding with the event. Pay per click advertising and rating every visitor
would be done for tracking the number of customers. The customers have specific
demands, which would compel the event organizers to encounter the instances of
turnover. Therefore, back up measures need to be kept ready for averting the
emergencies (Frost & Laing, 2017).
 Reasons for enjoyment in participation- The music lovers would be interested to
join in the event, as they would get to purchase lucrative handicrafts, adding to their
home decor. Along with this, they would also get to interact with people from other
cultures (Frost & Laing, 2017).

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Event execution
 Locations- Canberra Lennix Garden
 Facilities- Sitting arrangements, front and back stage faculties for the performers,
microphone testing, food and beverages, accommodation for the guests (Williams,
2016)
 Planning timeline
Activities Week
1
WEEK
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Meeting
Assessmen
t of the
facilities
available
and
required
Preparing
the budget
Advertisin
g
campaigns
Meeting
with the
delegates
Permissio

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n and
grants
Hiring
volunteers
 Event marketing plan and communication- The marketing plan would be briefed to
the community members in a meeting. Question answer sessions would be organized
for resolving the doubts regarding organizing the events (Frost & Laing, 2017).
Event feasibility
 Funds- The funds for the event would be collected through sponsors. The income
generated from the event would be donated for the community development. Along
with this, grants are also needed for serving alcohol to the guests. In this context, prior
permission would be taken for averting the illegal instances.
 Swot analysis
o Strengths- stability in the resources, infrastructure and labour indicates the
measurability of the event being a success. Technology is a support in terms of
adding digital touch to organization of the event (Orefice, 2018).
o Weakness- Negligence towards experimentation of the systems give rise to
the instances of system failure, which can result in delays in submitting the
reports to the higher authorities and conducting the events on time. It can also
result in payment related issues.
o Opportunities- Social media marketing is a huge opportunity for the event
organizers in terms of reaching to the large number of customers, who are
interested for handicrafts (Velarde, 2017). The reports of the companies can

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also be effective for the event planners in terms of mapping the customer types
and patterns.
o Threats- Not conducting strategic planning and evaluation can be harmful for
making the event a success. Irregular tracking of the event would be a delay in
terms of fulfilling the objectives. Miscommunication would be a challenge in
terms of planning effective programs, which would deprive the community
people from the basic services (Evans, 2019).
 Solutions for mitigating the threats- Regularity needs to be maintained in the
following up of the feedbacks. This approach would be effective for gaining an
insight into the specific needs, demands and requirements of the clients and
customers. Checklists and templates need to be undertaken for evaluating whether all
of the aspects have been covered for organizing the event (Gold & Gold, 2017).
Timely planning needs to be conducting for detecting any additional resources, which
needs to be acquired before starting the event. Meetings can be conducted on the
progress, which would be effective for planning for the next course of action.
o Hiring of the volunteers needs to be according to the requirements. For this,
revision of the recruitment and selection policies is a highly recommended
proposal. Policies need to be referred for adding value to the events, so that
triple bottom line can be enhanced (Frost & Laing, 2017). Problem solving
cycle can also be adapted for achieving effective resolutions. Experts need to
be hired for resolving the issues of the system failure. Consistency in this
aspect can be effective for averting the instances of malfunction, virus attacks
and hacker intervention (Williams, 2016).

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References
Evans, G. (2019). Design of Contemporary Mega‐Events. A Companion to Contemporary
Design since 1945, 189-214. [https://doi.org/10.1002/9781119112297.ch10]
Frost, W., & Laing, J. (2017). Exhibitions, trade shows and industrial events in a digital age:
Setting a research agenda. In Exhibitions, Trade Fairs and Industrial Events (pp. 213-
227). Routledge.
Frost, W., & Laing, J. (2017). Understanding international exhibitions, trade fairs and
industrial events: Concepts, trends and issues. In Exhibitions, Trade Fairs and
Industrial Events (pp. 1-20). Routledge. [https://books.google.co.in/books?
hl=en&lr=&id=zuE2DwAAQBAJ&oi=fnd&pg=PT17&dq=designing+an+event+con
cept+for+fairs+and+exhibition&ots=Vq6CFPKqlt&sig=AtpogOieJsCnRTGQtoY9M
GFM77s#v=onepage&q=designing%20an%20event%20concept%20for%20fairs
%20and%20exhibition&f=false]
Frost, W., & Laing, J. (Eds.). (2017). Exhibitions, Trade Fairs and Industrial Events.
Routledge.
[https://www.taylorfrancis.com/books/e/9781315415291/chapters/10.4324%2F97813
15415291-16]
Gold, J. R., & Gold, M. M. (2017). Urban segments and event spaces: World’s fairs and
olympic sites. In The Routledge Handbook of Planning History (pp. 350-365).
Routledge.
[https://www.taylorfrancis.com/books/e/9781315718996/chapters/10.4324/97813157
18996-27]

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Orefice, C. (2018). Designing for events–a new perspective on event design. International
Journal of Event and Festival Management. 3(9), 70-80
[https://doi.org/10.1108/IJEFM-09-2017-0051]
Velarde, G. (2017). Designing exhibitions: Museums, heritage, trade and world fairs.
Routledge. [https://books.google.co.in/books?
hl=en&lr=&id=y29QDwAAQBAJ&oi=fnd&pg=PP1&dq=designing+an+event+conc
ept+for+fairs+and+exhibition&ots=2g_3ODI_ka&sig=mGT5qtVtoo3Y86OaN-
5jkR4X4SY#v=onepage&q&f=false]
Williams, G. (2016). Contemporary designers, cultural diplomacy and the museum without
walls. Design Objects and the Museum, 97-104. [https://books.google.co.in/books?
hl=en&lr=&id=QYnpCgAAQBAJ&oi=fnd&pg=PA97&dq=designing+an+event+con
cept+for+fairs+and+exhibition&ots=OxWfov_rzH&sig=J-
migNBvQaFV1AVWWoawq4VaSEE#v=onepage&q=designing%20an%20event
%20concept%20for%20fairs%20and%20exhibition&f=false]