Event Planning Report: Dream Sales Machine Ltd, London

This report delves into the multifaceted world of event planning and management, focusing on the essential elements required for successful execution. It begins by exploring the critical role of market and customer research in shaping event plans, highlighting various investigation sources such as social media monitoring, surveys, and customer feedback. The report then outlines key principles for developing and agreeing on event plans, including setting clear event objectives, meticulous budget planning, strategic venue selection, risk management strategies, and the importance of having backup plans. The second part of the report examines policies and procedures for a range of events, emphasizing the importance of developing event objectives, organizing teams, establishing budgets, creating event master plans, setting dates, booking venues, identifying suppliers and sponsors, and developing publicity plans. The report concludes by discussing the implementation of these plans and policies to maximize event effectiveness, using a wedding event as a practical example to illustrate the application of these principles. The assignment is based on a scenario where the student has been hired as an event management company to research and develop an event plan.

Managing and
planning an event

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Investigate sources of market and customer research to inform the event plans..................1
P2. Key principles of developing and agreeing event plans.......................................................2
TASK 2............................................................................................................................................3
P3. Review examples of policies and procedures for a range of events....................................3
P4. Implementation of plans and policies to maximise effectiveness.........................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Event management and planning is an activity or an application of project management to
the creation and development of large scale events like festivals, conferences, ceremonies,
weddings, formal parties, concerts and convections etc. It can be a process of executing and
evaluating corporate, association, non-profit, government and social events (Burka, 2017). This
assignment is supported to Civic Entertainment Group which is a live event creation and
production firm and operate its business in New York. The firm was incorporate in 1999 and
running marketing and advertising sector. The written document will cover information about
sources of market and customer research to inform event plans and key principles of developing
& agreeing events plans. Further, will explain about different policies and procedure for a range
of events and implementation of them to maximise the effectiveness of events.
TASK 1
P1. Investigate sources of market and customer research to inform the event plans
To conduct market and customer research to provide information about event plans, the
management of an event planning company use different sources and ways of research. The
description of some investigation sources are described as under that are used by Civic in context
of market and customer research:
Social media monitoring- It is an important way and source to get information about the
needs and demands of customers and market regarding event so that the administration of the
firm will aware about them. For example, Civic can use social media tools like Facebook,
Instagram and many more that will help in providing information about events of organisation to
individual that are organised by firm and get inflammation about their interest regarding events
of respective company.
Survey- It is an another tool that is used by event management firm to do market and
customers research that what kind of events are liked by people or in trend. The management of
Civic can use this source to get information about individuals needs. For example they can
conduct online survey and use questionnaire in which they can put number of question regarding
the events which they planned and managed (Fried and Kastel, 2020). For a particular event like
wedding they can get customer's concern and market trend like which kind of wedding events in
trend such as destination wedding, traditional and modern wedding etc.
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Customer feedback- It is a crucial way to consider individuals views as per market trend
so it will help in conducting marketing as well as customer research. With the utilisation of this
source, the administration of respective company can get consumer's feedback and response
through company website or mobile application by offering a option of feedback where people
can share their views regarding events services of the company.
P2. Key principles of developing and agreeing event plans
Event management and plan can be explained as an art of delivery any live experience it
may be a wedding, festival, corporate event, conference and meetings etc. (Greenwell and et. al.,
2019). For the effective management and development of events in line with customer and
business requirements, the explanation of some key principles are described as under:
Event objective- It is the main principle of event planning that is considered by Civic for
the effective management and development of the firm. For example, if company organise an
event of conference then it should consider the objective of conference that in which context it
will organise so that it could be conduct in successful manner. The management of respective
company will make all the management of the function as per its motive. For instant, a
healthcare company like NHS conduction online conference to provide the information about the
precautions and safety from coronavirus then event company should consider the objective of the
conference and conduct it in effective manner by managing all the required resources. So that
any kind of issues did not occurred in this activity.
Budget planning- It is another principle of development of event plans so at the time of
organising event, the management of Civic should prepare a budget because effective
management of financial resource help in organisation and development of an event in effective
manner. It help in minimising risk and company provide all resource effectively that required in
specific event (Higgins-Desbiolles, 2018). This principle is most crucial for an event because
appropriate administration of monetary value will help in development of event. It help in
delivering a great event in easy manner with unlimited funds.
Venue selection- Before organising an event, it is crucial to have information about that
the venue and the place where function will be conducted. This principle consists research,
contract and cost negotiation and building working relation. In context of Civic, it is important
that before organise any event, the firm will select a venue as per event and by considering
consumers and business needs. It will help in developing the event by conducting it at that place
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which is liked by people and considering the theme of function as per trend which assist in
making growth in business in term of improving profit and productivity or providing customer
satisfaction.
Managing risk- It is another key principle of event management and planning. So by
considering it, the administration of Civic can organise its all event in proper way by facing any
kind of issues and risk (Hughes, Kinder and Cooper, 2019). Before conducting any function the
company should understand and analyse different risk that can be related to a particular event
and then frame strategies and robust contingency plan so that the problems can be solve on the
spot or minimise within less time duration without hampering specific event.
Backup plan- It is also a crucial principle of event management which make high
contribution in development of an event. In reference to Civic, the administration should have a
backup plan so that any kind of issues and need can be fulfil during event, For example, the
company conduct wedding event and there are requirement of extra chairs and table or in a
conference event, requirement of projector, mikes etc. then it can be fulfil with the help of back
up plan. It will help in effective organisation and development of any kind of functions.
TASK 2
P3. Review examples of policies and procedures for a range of events
The policies and procedures that are followed by a event company to conduct a range of
event. In context of Civic, the administration should consider following procedure:
Develop event objective- It is the first step in which company should determine the
objective that what purpose a function is organised and the major motive of the event. It will help
in proper and effective organisation of function that is conducted by the company.
Organise team- The company should also manage and organise the team as per the event.
It can be requirement of people in term of number and they way or procedure which is
considered by them to perform their allotted roles and responsibilities (Morrison, 2018). For
example, if the company organise a wedding function them it will organise different team such
as wedding planner, catering and marketing team etc.
Establish budget- The management of the company should also design a budget so that
all the activities of a function can be performed in proper way. It is one of the essential part of
planning an event. So the management of the organisation should design budget by segregating
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all the activities of function like venue, food, entertainment, décor, staff, marketing, technologies
and many more that help in effective performance of an event.
Create an Event master plan- It is an another factor that should also be considered by the
administration of event management company. At the time of creating event master plan the
company will assure every aspect remains on track and devising it easier to coordinate with
volunteers and event committees members (Nunkoo and et. al., 2018). Civic should consider
different aspects in its master plan such as venue, logistic, entertainment activities, registration,
sponsor and volunteer management etc.
Set the date- The management of the respective company also consider time duration
factor in its event procedure so that they can effectively manage the functions activities as per
time.
Book the venue- This consider different aspects like accessibility, size, parking,
insurance etc. so that the venue, where organisation organise an event, as per the function or
offer all the facilities to the people who participate in the event.
Identify suppliers and sponsors-It is crucial factor that is considered in event procedure
to perform it in well way. Suppliers and sponsors are important to offer required things that are
needed in a specific event.
Create a publicity plan- This elements is essential for the development of the event plan
and for this the company can use web page announcement, social media, email, press and media
connections and printed material. So that the firm can said to thank to those sponsors and
individuals who make their contribution in successfully completion of event.
P4. Implementation of plans and policies to maximise effectiveness
The management of Civic can implement event management plans and procedures in its
range of events activities in term of organise them in proper way or increase effectiveness. Hence
the implementation of this procedure in context of a wedding event. The description of it is as
under:
Develop event objective- In it, the management of the company will set an objective
regarding event that which kind of wedding function is prefer by individual like if it organise a
tradition wedding then the main objective will be that the entire function will be traditional
considering all wedding activities like theme, dress code and others (Shmueli and Ronen, 2018).
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Organise team- In this factor the administration of Civic will consider different team that
will play an effective role in proper organisation of wedding function. For this the company will
form different team like catering, wedding planner, back up team and marketing team etc.
Establish budget- In this, the financial function of respective company will design a
budget to identify that how much monetary value ill be invested (Thomson and et. al., 2019). So
that all the wedding activities execute in proper way. The company will create this budget by
considering actions like entertainment, decoration, food and others.
Create an Event master plan- Regarding traditional wedding function, the administration
of respective company include venue, logistic, entertainment activities, sponsors etc. The
company consider all the information regarding wedding function like size of venue place,
services of entertainment, food services, cost of each activity and the number of people that
required to offer services etc.
Set the date- This factor include the date of wedding function so that the organisation can
effectively provide its services to organise this event in proper way by providing all the wedding
services in set time duration and date of the function.
Book the venue- In it, the firm will book the venue as per the theme of the wedding like
traditional wedding or considering the demand of its customer. The management will analyse all
the services that are provided like size, space, parking etc. so that they can effectively organise
wedding and provide better services to those people who participate in this function.
Identify suppliers and sponsors- The company will also find out its suppliers so that they
can offer required material and services to it and it can conduct the wedding function of the
company in proper way (Zachko and Kobylkin, 2018). For this event, the supplier of the
company will be caterers, wedding planner, decorators etc.
Create a publicity plan- It is the last phase of this procedure in which the administration
of the company will say thanks to its all contributors and sponsors that support in effective
execution of wedding event.
CONCLUSION
This has been concluded for the preceding define information that event planing and
management is an activity of effective administration of event performing process and
procedures. Social media, customer feedback and others are some sources that help in customer
and market research. Key principle of event planning are beneficial for event management and
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development. With the help of effective procedure of event organisation a company can conduct
a range of functions without facing any kind of risks.
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REFERENCES
Books & Journals
Burka, J.L., Planning Simple LLC, 2018. Collaborative event planning system. U.S. Patent
9,881,281.
Fried, G. and Kastel, M., 2020. Managing sport facilities. Human Kinetics Publishers.
Greenwell, T.C. and et. al., 2019. Managing sport events. Human Kinetics.
Higgins-Desbiolles, F., 2018. Event tourism and event imposition: A critical case study from
Kangaroo Island, South Australia. Tourism Management. 64. pp.73-86.
Hughes, R., Kinder, A. and Cooper, C.L., 2019. Managing a Crisis. In The Wellbeing
Workout (pp. 339-343). Palgrave Macmillan, Cham.
Morrison, A.M., 2018. Marketing and managing tourism destinations. Routledge.
Nunkoo, R. and et. al., 2018. Public trust in mega event planning institutions: The role of
knowledge, transparency and corruption. Tourism Management. 66. pp.155-166.
Shmueli, O. and Ronen, R., Technion Research and Development Foundation Ltd,
2018. Methods and systems for managing a multi participant event. U.S. Patent
Application 15/904,503.
Thomson, A. and et. al., 2019. Sport event legacy: A systematic quantitative review of
literature. Sport management review. 22(3). pp.295-321.
Zachko, O. and Kobylkin, D., 2018, September. Discrete-event modeling of the critical
parameters of functioning the products of infrastructure projects at the planning stage.
In 2018 IEEE 13th International Scientific and Technical Conference on Computer
Sciences and Information Technologies (CSIT) (Vol. 2, pp. 152-155). IEEE.
Online
Customer research methods. 2020. [Online]. Available Through:
<https://www.business.qld.gov.au/starting-business/planning/market-customer-
research/researching-customers/customer-research>.
Basic Principles For Successful Event Management. 2020. [Online]. Avaiable Through:
<http://brandhights.com/event-management/>.
Civic Entertainment Group. 20020. [Online]. Available Through:
<https://www.linkedin.com/company/civic-entertainment-group>.
How to Plan an Event: The Complete Event Planning Guide. 2020. [Online]. Available Through:
<https://www.wildapricot.com/articles/how-to-plan-an-event>.
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