Event Operations: Assessment of Marketing Strategies for Health Event

This case study focuses on the marketing analysis and strategies for a health event organized by a non-profit organization. The event aims to raise awareness about healthy living, particularly concerning diabetes in women and children. The analysis covers market size, growth pace, fund raising, cost estimation, and market trends. Effective marketing strategies discussed include using offline media, video marketing, live coverage on social media, creating health awareness programs, leveraging social media platforms, designing an attractive website, collaborating with doctors and hospitals for word-of-mouth publicity, and conducting healthcare surveys to understand market needs. The case study emphasizes the importance of understanding the target audience, which includes students from fifty Melbourne universities, and tailoring marketing efforts to maximize event attendance and impact.

Running Head: Event Planning and Management 0
Event Planning and Management
(Student Name)
9/9/2018

Event Planning and Management 1
Marketing analysis
In the case study, the first thing that has to be focused on is the analysis of the potential
customers, the age group which event needs to target; the number of customers attends the event.
The event holder needs to have knowledge about the customers and condition of the market.
(Burns, Bush & Sinha, 2014). There are various factors associated with it which are as follows:
 Market size – Before moving into the market, the event needs to know its size, through
analysis of target audience, therefore the arrangement can be designed accordingly. The
target attendees are students from fifty Melbourne universities. Thus, the market size is
quite high.
 Growth pace – The growth pace depends on various factors such as country,
geographical, standard of living etc. Therefore, the growth pace of the event depends on
the number of attendees to get the appropriate information on how to live a healthy life.
 Fund Raised – the event is organized by the non-profit organization. The main focus is
on the awareness about the healthy life. Therefore, the fund will be collected for the
women and children, who have diabetes.
 Cost – the cost of the event depends on the market size. It covers a huge audience at the
same time. It is estimated that the cost can be occur approximately $70,000
 Market trend – the organizer need to analysis the market when the event will be on
Boom or not. Thus, correct strategies could be adopted and worked upon.

Event Planning and Management 2
Marketing strategies
 Using offline Media – Choosing media plays a vital role in the success of the event. The
event manager can start promoting the event before 15 days through advertisement in a
newspaper; distribution of pamphlets. It is the way to aware maximum audience about the
event.
 Video - It is the appropriate method to increase curiosity among the audience. The team
member can make short film of the reviews or opinion of different audiences about the
event. The maximum views will show the maximum awareness about the event.
 Live Coverage- the live commentary of the event through social media such as live
tweet, post share increase the awareness about the event. It will aware other individuals,
therefore, they can also attend in between the running of event.
 Creating awareness programs – All the database of the audience should get health tips
on their emails or phones, by which the audience is educated and they feel more
confident about the healthy life. Free health camps in the universities, malls should be
organized to maintain the visibility of the event.
 Using Social media – In the recent days, everyone uses Social media and audience feels
connected when they see a page of the event on Facebook, Twitter, Youtube etc. It
increases the horizon of events.
 Website- attractive website should be designed to attract the audience for the event with
a blog. It helps in earning the awareness about the event among the audience.
 Collaborations – Business should collaborate with doctors and hospitals Therefore,
Doctors can help in promoting the event because they have good connections with their
patients. It is the strategy of word-of-mouth publicity. (Cravens & Piercy, 2008).

Event Planning and Management 3
 Conduct Healthcare surveys – By the survey, the organizer is getting in touch with new
individuals and it will help the business to analyze the current market needs and the
organizer can work upon.
References
Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research. Harlow: Pearson.
Cravens, D. W., & Piercy, N. (2008). Strategic marketing. New York: McGraw-Hill.