Successful Event Organization: Cicilia (Gallaerani) Case Study

Desklib provides past papers and solved assignments for students. This report details the planning of a successful event.

Business Practice Explored
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Executive Summary
In this report, different activities required to make an event successful has been described in
detail. With the help of the report, the organizers will be able to organize a successful event
without any financial and time constraints. The report has been dived into many sub-parts.
One part of the report includes the marketing details. In the marketing details, all the
marketing costs had been described with proper justification and in addition to this; the
marketing mix used for the marketing needs has been described. In the second part of the
assignment, the human resource requirements have been jotted down with a budget
breakdown structure for the human resource budgets. In the third part of the project, the
financial budgets have been provided. It has been clearly indicated in the project that, after
all the spending and expenditure, the organizers will earn a decent amount of profit
percentage.
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Table of Contents
Introduction..............................................................................................................................4
Event Details............................................................................................................................5
Conclusion.............................................................................................................................12
Reference List........................................................................................................................13
Appendix................................................................................................................................14
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Introduction
Many activities, planning and fund raising goes into making an event successful. In other
words, event management can be described as the collection of marketing, advertising and
human activities so that potential attendees can be attracted towards the event. In this study,
all the planning activities required to organize an event named ‘Cicilia (Gallaerani)’ will be
discussed in details. One of the main activities of event management is marketing and in this
study all the marketing activities performed by the organizers will be discussed with proper
justification. In addition to this, the human resource requirements, the financial requirements
will be drafted and calculated. The event is only open for people above the age of 18+. The
organizers want to earn a decent profit against the revenue earned. A thorough analysis of
the entire study will help the organizers to conduct a successful event without encountering
any kind of time and financial constraints.
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Event Details
Event Name: Cicilia (Gallaerani)
Event Date and Time: The event will be held on 2nd February 2019 at 9.30 am. The event
will be held for 5 hours
Event Venue: Metro Bar, Luton Campus, University of Bedfordshire
Event Type: The theme of the event of the night fancy dress and people above the age
group of 18 will be given entry to the party.
Target audience: 10,230 students in the Bedfordshire campus among whom 51% of them
are school leavers.
Price for the winners: The price of the ticket will be refunded and 2 bottles of champagne
will be given out to the winners
Marketing Strategy
In order to make any event successful, it is very important to choose a marketing strategy
that will suffice the marketing needs of that particular event. Apart from the marketing
strategy the promotional strategies should be chosen carefully in order to attract the most
number of potential attendees to the event (Carola and Money, 2015). All the marketing
activities should look into the fact that they do not put financial constraints on the entire
budget of the event. The 7P’s marketing mix will be an appropriate marketing strategy in
order to market the vent to the potential audience. The marketing mix of the event is as
follows:
Product: The product here is the event and the name of the event is Cicilia (Gallaerani).
The event is the fancy dress competition where the participants have to dress innovatively
and the category is night fancy dress. People above the age group will be allowed to take
part in the event. Looking at the topic of the event it is recommendable to allow entry to
adults to the competition (Martilla and James, 2017).
Place: The event will be held at the Metro Bar, which is situated at the University of
Bedfordshire. The reason for selecting this place as the university has got an attendance of
10,230 pupils and among them 51% are school leavers who are the target audience of the
event.
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Price: The price of the tickets will be around £7 pounds. The organizers of the event should
practice the competitive pricing strategy in selecting the price of the tickets. This will help the
organizers to attract more number of attendees to the event. According to website
information, £7 is the price of the tickets of the other event happening in Bedfordshire in that
weekend (Skiddle.com, 2019).
Promotion: Promotion includes the most important activities that are required to make an
event successful. For the above-mentioned event various effective promotional strategies
will be used in order to maximise the turnout on the day of the event. Firstly, leaflets will be
used to bring awareness among the potential target group (Goi, 2019). 1000 leaflets will be
printed and distributed among the university students. The organizers have predicted that
among the 1000 leaflets distributed 30% of the people will attend the event. Radio
announcements regarding the event will be done for 5 minutes every day on the radio station
of the University for a Total of four weeks. In return, of the radio broadcasting, 5 minutes of
slot time will be given to the University on the main day of the event. The other promotional
strategy that will be used to promote the event will be placing of billboards. Billboards will be
placed outside the main gate of the University for a Total of four weeks. This will help the
event to get participants outside the university as well and build in interest among the
potential participants. Direct mails will be sent to the student union website, which is an
effective promotional strategy in this context.
Apart from the promotional strategies mentioned above some more promotional strategies
will be used (Van Waterschoot and Van den Bulte, 2012). The organizers have faith on the
fact that word of mouth and social media advertising strategies will help the event gain more
profit without further investments. The word of mount promotional activity is quite effective
when done among young people specially college goers. Regular posts on Facebook and
Twitter will be put up in order to retain the interests of the potential participants regarding the
event.
People: A strong workforce will be required to make an event successful. In addition to this,
a good number of participants are also required. The different people who will be involved in
the workforce for the event are cleaning crew, security personnel, bartenders, cloakroom,
duty manager and finance administrator. All these people will have their respective tasks in
order to make the event a major success. The potential participants are the university
students.
Process: Different effective promotional process will be used to increase awareness
regarding the event. The event manager will have to identify effective distribution channels in
order to make the operations smooth on the main day of the event. Social media promotional
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and marketing process will help the organizers create more buzz among the participants. It
is effective to use the social media as the target participants are the youngsters and this age
group is hooked on to social media on a regular basis.
Physical Evidence: The event will take place at Metro Bar, Luton Campus which is quite a
prominent and famous place in the University of Bedfordshire. The theme of the event is
quite catchy which will help the event get more participants. An attractive logo of the event
will help in increasing its physical evidence.
In the marketing tactics used for the event, the organizers will put special focus on the price
and promotion component as this will help them to fetch more participants on the main day
of the program.
Budget Breakdown for the Marketing and Promotional Activities
Activities Costs
Printing of 1000 leaflets from Vista Print £30
Billboards at the University £400
Price for the Winners £100
Miscellaneous Costs £400
Total Marketing costs £930
Table 1: Marketing and Promotional Costs for the Event
(Source: Created by the learner)
Human Resource Requirements
The human resource requirements are important requirements as the quality of work
performed by the employees decide the success of the event. The activities of the event can
be divided into pre event activities, post event activities and during the event activities. All
the employees for the event should be efficient and do their work with great motivation so
that the quality of work is the highest (Stevens and Campion, 2014). Each employee
employed for different purposes should have separate skill sets in order to do their work
properly. During the pre-event tenure, the employees recruited for marketing and
promotional activities should have effective research, communication and promotional skills
in order to make the potential consumers aware. The organizers will use the external
process of recruitment to recruit the different staffs (DeVaro and Morita, 2013). The selection
criteria will include their knowledge about event management, their personal skill sets, and
their ability to work under immense pressure. The people who will pass in the above-
mentioned categories will get selected to work at the day of the event.
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The different candidates that will be selected from the event are as follows:
 Marketing and promotional related activities will require employees, as it is a main
activity for the success of the event (Ulrich et al., 2015). The promotional and the
marketing people will help increase awareness regarding the event in various ways.
 Security personnel will be required for the event. The security personnel will make it
sure that there is no chaos at the event. In addition to this, the security personnel will
make it sure that only the people who have bought the tickets are entering the venue.
Checking of the tickets is the main responsibility of the security personnel. The
organizers have asked for two security personnel and this is a justified number. One-
security personnel will be male and another will be female. Both of them will be
physically checking the participants entering the venue.
 Cleaning crew is required for the event to ensure that the venue is kept clean during
and after the event. After the event is over the cleaning crew will clean up the mess
that has been created. In addition to this, during the event there will be spillage of
drinks and food that needs to be immediately cleaned in order to keep the venue
clean and tidy. Each cleaning staff will mob the floor after every 30 minutes. The
cleaning staff should make it sure that while cleaning they do not disturb the
participants.
 Bartenders are important people in the event as they serve drinks to the participants
coming down to the event. In addition to this, they will also be responsible for
showing actions that include tricks with drinks. Moreover, they should have excellent
beverage mixing capabilities that will help them to sell few more drinks to the
participants. 4 bartenders have been recruited for this event. Two bartenders will be
mixing and serving drinks and 2 of them will be showing the bartending tricks. This
will help to keep the audience entertained (Johansson et al., 2014). One free drink
will be provided to the participants. The bartender should make a mark with ink on
the hands of the people who have been served with the complimentary drink. This
activity will make it sure that the complimentary free drink is not served to the same
person twice.
 A DJ will be recruited for the event. The DJ will make sure that famous songs of the
90’s in the hip hop genre are being played. This will help in maintain in good
atmosphere at the party and also keep the audience hooked on. The DJ should have
good knowledge on music from the 90’s era and in addition to this should have
recent knowledge on sound mixing and the intricacies of the sound console.
 2 people will be employed at the cloakroom. The employees at the cloakroom will
have the responsibility of keeping the belongings of the participant safe. One of the
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employees will collect the belongings of the participants coming down to the event
and the second employees will keep them in proper places and provide the token.
The people at the cloakroom are important components as they look after the
belongings of the participants (Roles, 2014). The participants will be able to freely
have fun in the event without worrying about their crucial belongings.
 The organizers of the event should carefully employ the duty manager and finance
administrator. The responsibilities of the duty manager will be to make sure that all
the employees are assigned their duties properly and in addition to this, they need to
look after the fact that all the employees are giving their best to make the event
successful. The skill sets of the duty manager should include proper allocation of
task, time management and control. The finance administrator will form budgets for
the different elements required for the event. The skills of the finance administrator
will include proper allocation of the financial resources to the different components of
the event.
Human Resource
Requirements
Rate of the
Service per
hour
Hours of Work Total Cost
Security Personnel (2
person)
£10 6 £120
Cleaning Crew (2 person) £8 6 £96
DJ free 6 £0
Bartender (4 person) £8 6 £192
Cloakroom (2 person) £7 6 £84
Duty Manager free 6 £0
Finance Administrator free 6 £0
Total Cost for human resource: £492
Table 2: Budget for human resource requirement for the event
(Source: Created by the learner)
Financial Details
The event organizers have estimated that among the 1000 leaflets distributed, 30% will be
turnout approximately. The organizers after analysing the tickets prices of other events in the
city have decided that the cost of per ticket will be £7. As 300 persons will approximately
come to attend the event, the revenue earned will be:
Cost price of one ticket (£7) * Number of Participants (300) = £2100
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Therefore the potential revenue that will be earned by the organizers is = £2100
Costs of Different Components of the Event are:
Marketing Cost = £930
Human Resource Costs = £492
Therefore, the total spending on the event will be = £1422
Every event manager needs to control the spending in such a way that some profit can be
gained from the collected revenue. The profit margin is the profit earned by the event
organizers.
The potential profits earned by the event organizers will be:
Profits Earned = Revenue earned after the sales of the tickets – Different Spending
done on the event
Therefore the profit earned is = £2100 - £ 1422
= £678
The profit percentage that might be earned by the organizers is as follows
678/1422*100 = 48% approx
Identification of the Fixed and the Variable Costs
Cost Name Cost Type Cost Value (£)
Advertising Variable Cost 430
Security at door Fixed Cost 120
Bartenders Fixed Cost 192
Cloakroom staff Fixed Cost 84
Price of the best dressed Variable Cost 100
Duty manager Fixed Cost 0
Finance Administrator Fixed Cost 0
DJ Fixed Cost 0
Cleaning Crew Fixed Cost 96
Miscellaneous Costs Variable Cost 400
Total Cost = £1422
Table 3: Identification of the Fixed and the Variable Costs
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(Source: Created by the learner)
Tickets Sold Fixed Cost Variable Cost Total Cost Revenue
0 492 3592 492 0
300 492 3282 1422 2100
600 492 1860 2352 4200
900 492 2790 3282 6300
1000 492 3100 3592 7000
Table 4: Break Even Point is =1422
(Source: Created by the learner)
0 300 600 900 1000
0
1000
2000
3000
4000
5000
6000
7000
8000
Fixed Cost
Variable Cost
Total Cost
Figure 1: Break-Even Analysis
(Source: Created by the learner)
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Conclusion
In this report, proper description has been provided regarding the different components that
are required in order to organize an event and make it successful. Different budgets and
human resource requirements have been jotted down which will help the organizers to
calculate the budget the event. The organizers should make it sure that all the promotional
strategies used to promote the event should target the potential audience. Coming down of
the potential audience will make it sure that the organizers have a chance to earn a decent
amount of revenue. The calculations and ways of promotion and marketing provided here
when followed diligently will make it sure that the organizers have a decent amount of profit
generation and audience turnout.
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