Planning a College Music Festival: Marketing, Finance & HR Strategy

This report provides a detailed overview of event planning for a college music festival, focusing on key areas such as marketing strategy, human resource management, and financial details. The marketing strategy employs the marketing mix process, covering product (ticket sales), price setting, venue selection, and promotional activities through digital marketing and word-of-mouth. Human resource management involves forming departments like finance, inventory, marketing, logistics, and cleaning, each with specific responsibilities. The financial details section outlines the costs involved in organizing the event, including band fees, equipment rentals, and advertising expenses, emphasizing the importance of budgeting and financial control. The report highlights the need for careful planning and execution to ensure the event's success, providing a practical example of how a college event management department can approach organizing a music festival.

Event Planning

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Marketing Strategy.......................................................................................................................3
Human Resource Management....................................................................................................4
Financial details- this must include details of all the cost involved in the whole organisation
and running of the event...............................................................................................................5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Organizing an event is like a project which needs proper planning and execution for its
success. Planning of an event is the very first task which the organization does as it plays a very
crucial role in a project. Event planning is a process in which the project holder plans whole
about the project. Planning includes the resources which will be needing in the project, activities
which needs to be undertake, time taken by the activities to get complete, human required to
perform the task, the roles and responsibilities of people and etc. Planning is very much essential,
it show a clear plan to the employees at the direction in which they have to perform their work.
For reference purpose this report has taken an example of a college which is organizing an event
of music festival. This event would be handled by the college event managing department only
(Akutagawa and Myslinski, 2015). This department is formed by the students to undertake the
responsibilities of events which organize in the college.
This report discusses the planning which the department has done for this music festival.
Planning includes the activities which need to be undertaken, roles and responsibilities
distribution, finance needs and the so forth.
TASK 1
Marketing Strategy
To organize an event and that too a music festival requires marketing and promotional
activities. Through these activities the tickets for the festival would sell more and there would be
more crowds. Organizing a big music festival requires inviting a famous band or singer which
has a huge fan followings. And for this a proper marketing plan needs to take into considerations.
The marketing strategy which that event management department of college is planning includes
the marketing mix process, which is as follows:
Product: Product is the item which is meant for sale. Here in regard with this event, tickets are
the products or say service which is meant for sale. The department would be selling the tickets
for the music festival by attracting the people (Broudehoux and Sánchez, 2015). The college
needs to invite famous band or singer so that huge number of crowd gets attracted and buys the
tickets. Along with the famous band or singer, the college is also inviting the bands or singers
who are at their budding stage or comparatively less famous, this also would sells the ticket for
the event. Apart from this some stall of games, drinks and food can work as an icing on the cake.
Price: Price is the value for the item. In this case of music festival, the product is the tickets and
the price is the cost or value for those tickets. Here the price for the product has been set
according to the band or singer or which they have come to see. For example the college would
be inviting the famous singer or the band for performance, for which the college would be
charging more for this tickets. On the other hand the tickets for the band or singer who are less

famous would be quite cheap or comparatively low. Here the prices would be setting for games,
food and drinks will be at nominal price or at MRP.
Place: Place is the venue at which the event would be organizing. Here as this particular event is
organized by the college therefore it would be held in the college premises only. All the events in
the music festival would be in the college campus only.
Promotion: Promotion refers to the method or the tactics which an organization or an event uses
for promoting or advertising their goods and services. The promotional and advertising activities
are done to educate the targeted audience about the product, service, idea or any event like this
music festival. From these promotional activities target audience would get aware about the
event and get attracted towards to it and then make a purchase. The promotional activities can be
performed through digital marketing like posting about the event at social platform. Social
platform may includes Instagram, facebook, college website and much more. The mouth to
mouth advertising can also get work in here.
Process: Process refers to the flow of how the product or the service is delivered to the ultimate
customers. In this music festival, process is very clear that the tickets would be buying online or
through the department of event management in college. The department has not engaged any
middle man in between to deliver the product direct to their customers. Here the process is very
much simple and clear to follow. When employed middle man in between this would create
unaccountability and more complex situation in the event.
Physical evidence: Physical evidence includes the elements through with the service can be
provided or converted into service to make it somewhat measurable and tangible. Here in this
music event, it is actually the service only which the college is providing to the people or
audience. A music festival or concert is not taken as a product but as a service so here the tickets
for the event works as a physical evidence for the people through which they can incorporate the
event into something measurable or tangible.
People: People are the individuals which help in preparing the service or delivering of service.
They play a very paramount role in providing the services to their customers. Here in this case,
the services which is the music festival which is been organized by the college. Here the people
are the students engaging in event management department. The people help in giving the
tickets, organizing the event, taking care of resources, finance and so on.
Human Resource Management
For organizing an event, the work is divided into many parts or say various departments is
formed which is responsible in completing or achieving their given target or goals. The
departments which is formed ion this particular event are as follows:
Finance Department: Finance department is responsible for generating and managing the funds
for the event. They have the responsibility to generate the funds which are required in managing

the event. They can generate the funds from many sources which may includes trustees, angel
investors, student funds and much more. This department also manages the flow to money. They
are responsible to incur wise expense and work so that the task should get accomplished at time
with low cost. This department have to be very accountable for managing and giving money as
the college can ask for the accountability any time.
Inventory department: Inventory department is responsible for managing the inventory or the
resources which would need for organizing an event. This department makes sure that all the
resources must be available with the college and if it is not, then they buy it. These inventories
may include boards or posters for promotional activities, decorations stuff, resources which
would need in stalls like games, food and drinks. Maintaining these records is very much
essential, and the department makes a list of resources which they would need along with the
quantity.
Marketing department: This department is responsible for marketing the event. This many
include the promotional and advertising activity through which the people or the targeted
audience get educated about the event of music festival which is taking place into the college
(Dowson and Bassett, 2015). Marketing is very much important for the event, and if not done
properly the event can prove to be a great failure for the college.
Logistics department: This department is responsible for the logistics like music system, stage,
lights, sound system and much more. The work of this department ends when the actual event
gets to an end. The logistic department checks all the music or technologic system and make sure
that there is no problem that should occur in between the event otherwise it can lower the
experience of the audience.
Cleaning department: This department is responsible for maintaining a clean and safe campus
because the event can create waste into the campus ground, so it is also comes under the duty of
the event management department to make sure about the cleanliness of the campus before and
after event (Della Lucia, 2013).
Financial details- this must include details of all the cost involved in the whole organisation and
running of the event.
It is an event that must get conduced in a campus and it is based on the music concert thus there
are some of the different funds that are required to cover the whole event in a managerial
manner. Financial detail includes all the different funds and sources that are required to make an
event even more successful. In includes all the different cost that are required within the event
and it is more based on the formal records of all financial activities that have been taken part in
an event (Hopper, 2018). There are some different costs as like band, lights, mic, sound system,
screens, barricades, music systems, performer and many other costs as well. Thus it is more
necessary that while conducting the event everything must goes on timely and more smoothly.
Thus it is more necessary that almost all the sources are well managed under which the event

will get always bee remembers by all the participants for a longer period of time. Thus every
source will get managed under some undertakings and that are as defined below as:
Planning an event is to develop the better management to run in more efficiently and
includes careful planning of an event and by which all the income and expenditure will get more
affordably.
Drafting the budget: It includes the different amount of funds that is needed while
conducting the music event. There are some more realistic that includes overall costing and
explained below as:
 It includes all the different areas of event planning relative programmes.
 The quotes that will include the basic information about each item that is associated with
the event.
 Estimate income or cost that is required to conduct an event.
 Create the costing of each and every activity under which the more clarity will get
produced to get managed the sponsorship.
 The appropriate incomes that are associated with the event by which the expenditure will
not get exceed the income.
 The cost for advertising the different application as like the security staff and first aid and
many other as well.
 The making of allowance that includes other contingencies as like damage and the extra
cleaning that might result while conducting the event
Supervision and favourable the Budget: As the event is conducted on small scale thus it also
includes the committee that controls and monitors the event to operate and plan the event. The
funds will get secures by which the event must relies under the budget (Ickman and et. al., 2016).
The accountable will get managed by the committee and has includes some legal responsibility
and the contract basis to ensure that best funding will provided. The financial details will
includes the financial and funding that will get balanced within the event planning and it includes
some different variables as defined below as:
 The estimate cost or the draft budget.
 Financial reports that helps to analyse different costing
 Development of receipts and the expenditure to imparts more clarity.

 The establishment prices that include workshop fees, stalls cost, charges and admission
tickets.
 To control the tickets for better sales.
 A balanced system that manage the overall revenue
 Managing the different sources that are more important to collect the different resources
 The audit will also get performed as per the requirement
Operating the Budget: It includes the different funding that is required to get plan the event
as like the donated money, pledged, receipt, spent amount all get secured and get accounted. The
fees of the performer, artist, Hire Company have provided the advance price under the
agreement. The ticket collected money will get saved and used at the required time as it is the
property of the purchaser. It is the important aspect and used as avenue for marketing and get
secured in the trust.
Funding: The major aspect of event is that from “where the money get collected from” and
not of includes the earned income but also includes the workshop fee, admittance. The planning
must get started before the 10-15 weeks to get collect source in advance and have some basic
principles that are as.
 To collect the adequate amount of budget.
 To managed the application before the deadline
 Ensures that criteria will get managed

How to find out funding sources: The funds will get collected on the basis of the view
of fund and by providing the information about the break out point and it includes the overall
conditions, information, project, criteria to collect the funds. Some of the funds will get collected
from the event management department, trustee finance, sponsor and some of students collected
funds.
Other Funding Sources: There are some of the different other funding source as well from
welfare, youth, community facilities and general funds (Lamons and et. al., 2016),
Pub Charities: The funds will get collected from the charities that are collected from the
public and ain return of that some gaming facilities will be provided to them by which they get
more clarity and helps to obtain and generate more funds.
Fundraisers: It includes the different range of actions that are taken out by the event
management department and for that they will have longer imagination. It has includes the
different funds that is developed by the combination of the enthusiasm and the planning.
Sponsorship: It has more relative to the different business that get participate in the event and it
is the target market of the event management department. It has been associated with the
different benefits that are gained by the event as these include the potential sponsor that will be
developed on the basis of agreements (Philibert, 2018). It is depended on the documents that
include all the detail of the event by which the sponsor could check out the different benefits that
will generate as from the event. It includes the different logos and advertising that get associated
with the signage of an event and in that the sponsor product and cash will get pictured in order to
promote.

CONCLUSION
From the report discuss above, the planning about the event has been mentioned. The
planning is regarding organizing of music festival. All the activities are divided into departments
and the respective duities has been allotted to the department. The report also includes the
financial planning for organizing this music event.

REFERENCES
Books and journals
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Della Lucia, M., 2013. Economic performance measurement systems for event planning and
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Dowson, R. and Bassett, D., 2015. Event planning and Management: A practical handbook for pr
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Ickman, S. and et. al., 2016. Event planning within social networks. U.S. Patent 9,253,615.
Lamons, M. and et. al., 2016. Systems and methods for private schedule coordination and event
planning. U.S. Patent Application 14/941,142.
Philibert, C., 2018. MANAGEMENT AND FINANCIAL ASPECTS WHEN ORGANIZING AN
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