TM6111 Meetings, Incentives, Conferences, and Events

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TM6111 MEETINGS, INCENTIVES,
CONFERENCE AND EVENTS

Table of Contents
Introduction................................................................................................................................3
Tactical and Strategic plan...........................................................................................................3
Marketing and Publicity..............................................................................................................5
Other Evidences.........................................................................................................................5
Conclusion.................................................................................................................................6
References:................................................................................................................................7
Annex 1: Marketing Mix Evidence (Promoting the event using various channels).............................8
Annex 2: Proof of Receipts........................................................................................................10
Annex 3: Evidence of Feedback form.........................................................................................11
Annex 4: Other evidence...........................................................................................................13
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Introduction
We, the students of BA Hospitality Management class from LCCA college have organised an
event entitled “Redesign a Package” on 25th March. The occasion was organised in the
LCCA campus at 9 Holborn, 5th floor, gallery floor from 4 pm to 6 pm. We organised the
event taking help from the students of Graphic Designing in order to introduce their items as
new package re-designing. The event was organised with an objective that the students from
Graphic Designing department get a space in exhibiting their redesigning capabilities. We
expected over 100 people to come to our event.
Tactical and Strategic plan
As cited by Berners (2017: 47-50), in order to attain a grand success, an event should proceed
according to a tactical and strategic plan. Systematic execution of plans sharpens the focus of
an event management team and hence the requirements to make an event successful can be
smoothly achieved (Tennent et al. 2016: 55-56). We developed a strategic plan in order to
make our event successful. Our organisation developed a strategic plan to consider the issues
and problems that may arise during our event. We prepared a detailed plan regarding our
event and proceeded accordingly. We divided ourselves among several teams (Frawley 2016:
11-14). Each of our team was assigned a particular job. One team was responsible for venue
management. We also needed to create awareness among other students and staff of our
college. Hence, a publicity team was developed. Some of us took part in volunteer
management while some of my fellow classmates were involved in finding sponsors for our
event. We also developed a budget management team.
Their job was to keep a note on all the expenditures that occurred in our event. Prior to the
organisation of our event, we organised a meeting among ourselves (Perić et al. 2016: 1337).
We also invited the lecturers and students from Graphic Designing branch in that meeting.
We discussed the objectives of our event before them. The meeting was held between 25th
February and 5th March 2019. The initial meeting regarding our event proved to be
successful. On the same days, we also organised another meeting to make plans and develop
ideas regarding catering and decoration of the room where the event was to be held. On 26th
and 27th February, the students of Graphic Designing were called and we selected various
posters made by them. From 20th March to 24th March, we held a series of meeting with the
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catering dealers regarding the food list and beverages that were to be served to the guests
during the event.
After we were done with our basic planning we began with our tasks of event implementation
(Werner et al. 2015:174-187). We prepared invitation letters for our guests and also designed
several posters advertising our events. The publicity team worked hard day and night in this
task. Our publicity team began this task on 5th March and completed it within a week. Our
publicity team also distributed leaflets and pamphlets in the college so that our event gets a
better reach among other branches of our college. We also did shopping for decorative items
and food and beverages that were to be served in our event. Some of us also developed a
post-event feedback form for our invited guests. We also printed certificates for those
participants who presented the most popular innovative ideas. We spent one day in the
processes of designing certificates and printing feedback forms for our guests.
Our volunteer management team then decorated the event room with flowers. They also
decorated the tables for our guests with food and beverages. This task took a day to
complete. We were also aware that according to Health and safety regulations in the UK, it is
mandatory to include a risk assessment in any event (Demeritt, 2015:373-391). The LCCA
staff guided event management team in the recognition of several risks that were involved
while organising the event. They also planned to take suitable actions in case of any such
risks. The LCCA staff guided us on several risks and hazards that commonly arise during
any event. We were advised by LCC staff that slips and trips were common ways by which
students, staff and visitors may injure themselves. Hence we were advised to keep sockets
closed at all times on the floor and clean away wet areas immediately. We were also advised
to put up a wet floor sign at a visible place so that people get aware that there is a spillage.
The LCCA staff also forbade the guests and our event management team to keep objects and
bags on the corridor. Our team was strictly advised by LCCA staff to remove all faulty
equipment in order to prevent fire in the building. We were also aware that faulty equipment
may lead to electric shocks and hence they were removed. We checked all electrical
equipment before the event and also during the event and informed immediately to electrical
staff in case of any faults (Demeritt, 2015:373-391). We were asked by the LCCA staff to
remove all broken furniture from the event room as it may lead to falls and scratches to
students, staff, and guests. Hence we inspected all the furniture in the event room and
replaced all broken and faulty furniture with new ones. We, the students of BA hospitality
team, along with LCCA staff and students from Graphic Designing course developed a
schedule of our event in order to achieve a full success.
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Our event was scheduled to be held on 25th March 2019. On that day, every one of us met in
the gallery by 10 am. It took us 3 hours to decorate the room and LCCA staff helped us in
this task. We then took a brief lunch break of 30 minutes and by 3 pm we were done with the
preparations of catering and refreshments. Students of Graphic Designing course and our
invited guests started arriving by 4 pm and we requested the guests to vote for the best and
most popular package. After this, we handed the feedback form to the lectures and guests. By
5:45 pm, we were done with counting the votes and announced the winner and presented a
certificate to the winner. We then collected feedback forms and by 6:20 pm we started
cleaning the event room. Hence the development of a rigid strategic and tactical plan helped
us in making our event successful.
Marketing and Publicity
In order to make people aware of an event, it is essential for an event manager to spread
awareness regarding the event (Mauksch, 2017:133-153). Usually, posters, pamphlets, and
leaflets are distributed among the people so that there develops awareness among the
common masses regarding that event. To attract people, usually, colourful posters are
designed. Advertisements on social media platforms, on print media, and on televisions play
an important role in creating awareness among the people regarding an event (Matheson et al.
2018:257-278). It also attracts people and hence there occurs gathering of people in large
numbers thereby, making an event successful.
In order to make our event attractive, it was important that our event is given a suitable name
so that it would attract visitors. Hence, our event was entitled to the name "Redesign a
Package”. Our creative and publicity team developed leaflets, posters, and pamphlets and
distributed them within the college in order to make our success. LCCA marketing
department also helped us in various ways in promoting our event. The details of our events
were also uploaded on LCCA website and were also sent to various guests via e-mail. We
also used social media platforms such as Face book and Instagram for promoting our
exhibition across the masses.
Other Evidence
Event Budget
Event budget is defined as a forecast of the expenditure that is expected while a project is
implemented (Werner 2015:187). In order to prepare a budget for our event, we created a
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budget management team for this purpose. LCCA College also helped us in our event. We
were grateful to LCCA College as it sponsored our event with a sum of £60. Our event
“Redesign a Package” was a strictly non-profit event and no members of our event
management team earned any profit. Majority of our budget was spent on arranging food and
beverages for our guests and for the students of Graphic Designing course. We had 27 items
in our budget list and our total expenditure was £60.48.
Evaluation of the event
Developing a feedback form is very important. It actually helps the event managers to
identify their flaws and thereby helps them to rectify those flaws (Perić et al. 2016:1337). A
glimpse of the overall standard of presentation of an event can be evaluated from a feedback
form. In a feedback form, the questions asked to the guests are usually objective in nature and
guests are asked to tick their desired options from the list of given options. It helps to
measure the satisfaction level of the guests those have attended to an event (Koval et al.
2018:257-278). Guests usually provide several constructive and suggestive measures that
help in improving the various aspects of an event such as decorations, hospitality, food, and
refreshment.
Keeping these issues in mind, our management team too developed a feedback form for our
attendees. We distributed our feedback from among lecturers, guests and the students of
Graphic Designing course. Our feedback form had several fields like design of the room,
quality of the food and refreshments provided, constructive suggestions from guests
regarding betterment of the event in future, how satisfied guests were, and whether guests
would recommend this type of events to others. From the data collected from the feedback
form, we could draw a conclusion that our event was successful and guests were satisfied
with our hospitality and refreshments provided to them during the event. Most of our guests
praised the behaviour of our staff. They praised us for organising such events because they
were overjoyed to see various new ideas in our event. A few guests also praised the venue
decorations and its ambience. Most of the guests responded that they would like to attend
similar kind of events in future.
We also developed a sense of togetherness while organising this event. This event brought us
together and we developed a strong sense of teamwork.
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Conclusion
The event that we organised in our college greatly helped us to develop a sense of
brotherhood and also helped us to develop a strong sense of togetherness among us. This
event also developed a sense of unity among us and we learnt an important lesson that united
we can achieve great things. To our surprise, the event was a grand success. The guests
praised our efforts in organising such an event. We believe that it was our strategic and
tactical planning that brought grand success to our event. We also got a chance to see the
various creative designs prepared by the students of Graphic Designing course. We got a
golden opportunity to interact with the guests who were present in our event. As a student of
Hospitality management, organising this event also helped us to identify our flaws and this
would help us to organise events better than this in future.
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References
Books
Berners, P., 2017. The Practical Guide to Organising Events. Abingdon: Routledge.
Frawley, S. ed., 2016. Managing Sport Mega-events. Abingdon: Routledge.
Tennent, K.D. and Gillett, A.G., 2016. Foundations of Managing Sporting Events:
Organising the 1966 FIFA World Cup. Abingdon: Routledge.
Journals
Demeritt, D., Rothstein, H., Beaussier, A.L. and Howard, M., 2015. Mobilizing risk:
explaining policy transfer in food and occupational safety regulation in the UK. Environment
and Planning A, 47(2), pp.373-391.
Matheson, V.A., Schwab, D. and Koval, P., 2018. Corruption in the bidding, construction and
organisation of mega-events: An analysis of the Olympics and World Cup. In The Palgrave
Handbook on the Economics of Manipulation in Sport (pp. 257-278). Palgrave Macmillan,
Cham.
Mauksch, S., 2017. Managing the dance of enchantment: An ethnography of social
entrepreneurship events. Organization, 24(2), pp.133-153.
Perić, M., Đurkin, J. and Wise, N., 2016. Leveraging small-scale sport events: Challenges of
organising, delivering and managing sustainable outcomes in rural communities, the case of
Gorski Kotar, Croatia. Sustainability, 8(12), p.1337.
Werner, K., Dickson, G. and Hyde, K.F., 2015. Learning and knowledge transfer processes in
a mega-events context: the case of the 2011 Rugby World Cup. Tourism management, 48,
pp.174-187.
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Annex-1 Marketing Mix Evidence (Promoting the event using various channels)
(Source: Given by researcher)
9

(Source: Given by researcher)
(Source: Given by researcher)
10

Annex 2: Proof of Receipts
Figure 4: Proof of receipts
(Source: Given by researcher)
Annex 3: Evidence of Feedback form
(Source: Given by researcher)
11

Annex 4: Other evidence
(Source: Given by researcher)
12