Event Planning and Management: 'GO' App Launch Activation Tender

This document presents a comprehensive plan for the "GO" app launch in Dublin, Ireland, focusing on real-world activation. The plan includes the event's concept and theme ("Shaping the future; The next level experience"), a detailed project plan, PEST and SWOT analyses, venue design considerations, and a marketing strategy centered around sponsoring Irish athletics organizations. The launch aims to engage stakeholders, demonstrate the app's features and benefits, and create brand awareness. The document also outlines an operating plan, work breakdown schedule, and event team structure, concluding with an appendix featuring venue design details and dress code guidelines. Desklib provides access to similar solved assignments and resources for students.

Event Planning and Management 1
“GO” app launch: Real World Activation Tender
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Event Planning and Management 2
Table of Contents
“GO” app launch: Real World Activation Tender.....................................................................3
Introduction................................................................................................................................3
Concept and theme.....................................................................................................................3
Project plan.................................................................................................................................4
Pest and swot..............................................................................................................................4
Venue design..............................................................................................................................6
Marketing strategy.....................................................................................................................6
Operating plan............................................................................................................................7
Work break down schedule........................................................................................................8
Event team..................................................................................................................................8
Conclusion..................................................................................................................................9
Appendix..................................................................................................................................10
Venue design........................................................................................................................10
Women Dress code...............................................................................................................11
Men Dress code....................................................................................................................12
List of references......................................................................................................................13

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“GO” app launch: Real World Activation Tender
Introduction
In the current competitive business world, companies are required to develop and improve
their products in order to secure a big market share and enhance business survival. In the
development process, companies should apply innovative ways to market the new product
and to create awareness of its existence among the prospective customers. Among the key
strategies applies to achieve brand recognition include the use of launching processes. GO
application serves as a good example. The application is set for a launch in three months’
time, that is, in February 2019 in Dublin city, Ireland. The developers of the new
technological application are Glen Herirly, Dave Reid and Feargal McKenna. The application
is aimed at improving the online services of the company to its customers (Singh, 2017).
Among the key activities that will be undertaken in the event launch include the
demonstration of the app features and the various networking opportunities that come along
with the developed application, speeches from various speakers form the music, tourism,
Irish event organizers and also from the stakeholders. In addition, the event will include fun
activities that will enhance the interaction of the event attendees. The company has invited
several music agents, tourism management team and influencers who will ensure that the
attendees receive high quality services more so in the fun activities and refreshments. Among
the key people expected in the launching function include government representatives, that is,
key Irish political figure, media companies, PR agencies, event organizers, charity
management, festival and tourism management, music agents, bloggers and athletics
associations form Ireland. More importantly, the potential Irish sponsors will be present in
line with key stakeholders. The paper develops a plan for the “GO” application launch
activity.
Concept and theme
The scheduled launch exercise is meant to bring together the various business market
stakeholders who are expected to play part in the realization of the application success.
Furthermore, the event is aimed at developing knowledge on the benefits and new
possibilities that come along with the new application. Through the launching strategy, Go
app developers will secure the target market for the new services developed through the new
application. To attract full attendance the company has incorporated fun activities that are
aimed at enticing the various guests to attend. More so to ensure an effective launch process

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the company has ensured the involvement of all of its members, in particular, those involved
with the technological development (Mahmutllari, 2014, 7). In addition, to help realize the
full effect of the launch process the company will adopt the use of technology to demonstrate
the application usage and the benefits involved. The move will create curiosity among the
attendants towards the application. More so the use of the application in the launching
process will assure the attendants of its relevancy and importance. The concept and the theme
of the event will be “Shaping the future; The next level experience.”
Project plan
Project planning develops the way of managing and monitoring the progress of a given
project. The launch program shall entail the expected performance of the application, that is,
the advantage of the application services to the consumer and to the business as well. In this
perspective, charts will be developed for a demonstration of the expected results (Kanwar et
al, 2013, 2997). The illustration will help develop confidence among Irish sponsors since it
will portray the expected growth of revenue earned from the application usage by the
customers. In addition, the project plan will entail the financial costs made in the
development of the application and in ensuring it is fully absorbed in the technology market.
To outline the loyalty of the customers, the plan will show off the various activities that come
along with the app, that is, the advantages of the app to personal users, groups, clubs and
charities and to the business users. As a result of the demonstration of the application’s
credibility, the attendants of the launch function will be satisfied by the application
contribution to enhancing a positive change. Among the key advantages involved with a
project plan in a launching activity include, one, the plan will help to illustrate and describe
the project in detail to the understanding of the various stakeholders involved. In addition, the
plan will help to illustrate the objective of the innovation or project and helps in attracting
potential Irish sponsors into the funding of the innovation. Also, the plan will act as a
measure of the business progress in line with the new development in the business
environment.
Pest and swot
Pest and swot outline the key requirement both external and internal for the realization of a
project success. They are used in the development of business decisions since they act as
guides on the business path. They help in developing an earlier plan for the achievement of
an intended activity. It is therefore important to develop a pest and swot analysis in the

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development of a launching activity. In our Go app launching event, the pest and swot will
involve such considerations as servicing of members who will be present in the launch
activity, enhancing regional development and creating understanding among the present
members on the GO application launch. On service Providence, the company will focus on
offering high quality services that are in accordance with the member’s needs (APINC, 2015,
5). The launching activity will be accompanied by catering services where members will be
offered the Irish cuisine and Irish drinks. In the GO launching activity, the company will
develop the budget of the various fun activities involved with the launching process to ensure
that attendants are satisfied with the services and hospitality offered. In addition, the services
development will be done using the latest technology as an innovative way of service.
Technology will be used in describing the importance of the application to the various groups
present. The launching process will outline strategies on improving the society. The company
shall consider developing the skills in the community and enhance their connectivity with the
technological development, for example, the launching process will show the importance of
the application to business and charities and individual members of the society. The company
will also consider offering financial support to athletic teams as a way of marketing its
services. As a result, the launching of the “GO” application shall entail the foundation that
the company is to develop on the support of the Ireland athletes with a well-developed
budget. Similarly, the company will develop a budget towards the description and analysis of
the newly developed application. Under this category, the company will consider the
advertising cost incurred through the creation of description charts and technological devices
to be used in the illustration process. The company budget should major on the new product
awareness creation since it is the main objective of the launching activity.
The launching budget will be as follows.
Amount spent in % The field of spending
50% Product description and awareness
25% Initiation of athlete foundation and other regional development
initiatives
25% service delivery to attending members that is fun activities and
foodstuff

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Venue design
Venue consideration is key in determining the success of a launch program. Venue selection
should be based on the purpose of the planned event and the duration of the event (Smith,
2017, 19). Furthermore, the venue should contain recreation and entertainment platforms
where the attendants can access refreshment. Similarly, the jovial climate in the launching
process will ensure effective communication between the consumer and the producer through
which the benefits of the new application will be outlined. Furthermore, the selection should
be based on the number of attendants of the launching function and the budget for the
function. Lastly, the company should consider the quality of services offered in various
venues to help come up with the best servicing venue. Having considered the necessary
factors the company has decided to host the launching application in Dublin city, Ireland
where it will choose a suitable restaurant that has a capacity to hold 250 members who are
expected to be present in the function. In the same selection, the company has also considered
the technological development of the restaurant that will allow for technological illustration
of the application importance. Furthermore, technology will be useful to the media activities
that will be conducted by the invited media, that is, the information recording and video
shooting of the launch activity. Also, the quality of the surrounding is a key consideration in
terms of inspiration to the attendants. The selection was also based on the avoidance of risks
involved with weather issues where the restaurant selected is well structured to host all the
members thus helping to avoid the risks posed by poor weather conditions. The selection of
Dublin city is based on the high-quality tourism satisfaction which assures of high-quality
services to the attendants of the launch function (Zhou, Liu & Tang, 2018, 3). The town is
also largely developed with high connectivity to internet services which provides a
motivating environment to the technology-based launching program. The environment of the
selected restaurant has been shown in the appendix.
Marketing strategy
Marketing strategies are activities that are aimed at developing the awareness of the newly
invented product. In the launching process, companies offer sponsorship to sporting activities
and teams more so in areas where they are facing financial difficulties. For the “GO”
application marketing, the company has considered the Athletics organizations of Ireland to
be present in the launching program. The company will offer the coalition support through a

Event Planning and Management 7
sponsorship program. As a result, the company products will earn brand recognition after it
meets its sponsorship promises (Doldge & Marmbrandt, 2012, 2). Furthermore, the brand of
the commodity can be included in the athlete’s uniform to enhance more brand recognition.
The strategy is also focused on attaining the target market for the new application usage, that
is, the youths who are usually interested in technological advancement. The youths are
mostly focused on sports since they are young and energetic and by sponsoring sports
activities the company is assured of an increase in the market share of the new application.
Similarly, the illustration methods developed for the application will increase the awareness
of the new application among the general population. The illustration will help define the
brand of the new “GO” application, that is, the definition of the core identity of the product
that defines the benefits of using the given commodity in comparison to others. The company
technology illustration will help develop interest and desire to use the application in their
activities, that is, business, personal and group activities increasing the demand for the
commodity. Furthermore, the launch will include the community in order to illustrate to them
their fitness to using the application and its relevance to their activities. In addition, the
company will outline its plans to develop and maintain the quality of services provided by the
GO application in its project plan segment which will help to develop trust and loyalty for the
“GO” application following continued consumer satisfaction. Also, the company has offered
websites through which the members can conduct an application test. The websites include
https://play.google.com/store/apps/detials?id=com.go.app.production for android and
https://itunes.apple.com/us/app/go/id1370534148?ls=1&mt=8 for iOS. The application test
helps in developing the application to ensure it is effective during the launch activity
(Koljonen, 2016, 12). The development is done based on the feedback expressed by the
members on ways of improving the application.
Operating plan
The operating plan of a business develops an idea on the continued functionality of the
business. Among the key developments made in an operating plan include a financial strategy
of the business, a summary of the business activities, identification of investment areas and
development of investment in the identified area (MaRS, 2009, 4). The main aim of outlining
an operating plan is to attract potential investors and sponsors into the identified field. The
plan also outlines the possibility of the innovative idea being a success creating confidence
among the investors and stakeholders in the invention development. Furthermore, the
business develops its objective and goals in the operating plan outlining the various strategies

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that will be put in place to facilitate the realization of the set goals. As a result, the launching
activity will include the description of the operating plan of the “GO” application. The
outline will develop the future expected results of the app performance in the market more so
the consistent increase in the app market share. Similarly, the evaluation will entail the
expected rate of return of the application from the profits realized. The returns will assure the
project sponsors profit returns to form their investments in the project. Increased profits in
future will lure the investors to invest more of their money to ensure the success of the
project. In addition, the plan will develop the increased benefits to be enjoyed by the
consumers following the continued use of the application.
Work break down schedule
Work breakdown entails the management of activities to take place in the launching
process. It outlines the project to be carried and develops the cost and the time frame for the
accomplishment of the project. Under the project process, the schedule ensures that the
program meets the consumer's requirement. It also outlines the activities to be undertaken in
the fulfillment of the planned function by developing a plan that describes the role of the
various stakeholders in the project (Hans, 2013, 19). Similarly, Google company will develop
a work schedule that will outline the responsibilities of various stakeholders in the “GO”
launching event. The schedule will also outline the benefits extended to the consumers of
“GO” services during the launching process.
Event team
The event team is responsible for planning and ensuring the success of the launching process.
The team has several roles to play in a launching program that is developing the theme of the
launching process and development of a launching process plan. The team ensures that it
entails every activity required to meet the goal of the launching process that is attaining the
target group of the product being launched. The team conducts an investigation to similar
launching events to identify the various factors that may result in the failure of the launching
plan. In return, the team develops a measure to avoid the mistakes and ensure that the plan is
successful. In addition, the team is responsible for inviting various personnel expected to be
part of the launching process. In the invitation, the team focuses much on identifying
potential business sponsors who may fund the project. The identification process is developed
on the interest of the investor to the project more so in line with the project objectives (City
of Wodonga, 2016, 7). Other activities undertaken by the event team include timing of the

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launching activity, hiring premises for conducting the launching plan and arranging the
budget for the plan. In the launching activity, the team is responsible for developing an entry
program that entails registration of members who will be attending the function. Similarly,
the group describes the code of dressing expected in the launching event.
After the launch process the event team has various responsibilities that include an
appreciation of the business project sponsors and other stakeholders. in addition, the team
enquires for feedback from the experience gained from the activity more so from the target
group. The evaluation helps identify the overall performance of the activity in relation to the
activity objective (Anih, 2012, 38).
GO founders have developed an event team that will be responsible for the launching
function of the new GO application. The team has developed the code of dressing to be
adopted on the launching activity that is invited guests are expected to be officially dressed as
illustrated in the appendix. The team will ensure the success of the launching exercise
through the application of the knowledge developed concerning event teams. Similarly, the
team will develop a performance report that will help evaluate the performance of the event
in attaining awareness creation and the target population of the newly developed application.
Conclusion
GO company has developed new technology to improve its service delivery to its consumers.
The move will ensure the growth of the business more so due to the application of the
launching process that will ensure the market of the new development in the technology
market. Through the launching process, the business secures sponsors to its project which
enhances fast implementation due to the availability of development resources. In addition,
the business develops ways to attain its target market through various activities which may
include sponsorship programs to the community for example in sporting activities.
Furthermore, the process helps the business to develop strategies for growth based on its
future performance. The development ensures continued monitoring of the innovation
performance which results in business growth. In addition, launching helps in the
development of a business model that distinguishes it from other similar products in the
market. Following the scheduled launching process, the “GO” application will realize
immense development resulting in the overall development of the company.

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Appendix
Venue design

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Women Dress code

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Men Dress code

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List of references
Anih, S. (2012) “Basic strategy in corporate event management: Guide from Nigerian event
firms.” A thesis for degree of programme in tourism, Central University of Applied Sciences,
pp. 1-57
APNIC, (2015) “2016 activity plan and budget.” pp. 1-20. Retrieved from
https://www.apnic.net (Accessed 20th November 2018)
City of Wadonga, (2016) “Event management planning guide.” pp. 1-31. Retrieved from
https://www.wadonga.vic.gov.au (Accessed 20th November 2018)
Doldge, L. & Marmbrandt, M. (2012) “Creating brand awareness through event marketing.”
Masters thesis for masters in international marketing, Malardalen University, pp. 1-47
Hans, T. (2013) “Work breakdown structure: A tool for software project scope verification.”
International journal of software engineering & application, Vol. 4 Issue 4, pp. 19-24
Kanwar, A., Khazanchi, A. & Saluja, L. (2013) “An overview of Project Planning.”
International journal of engineering and computer science, Vol. 2 Issue 10, pp. 2997-3003
Koljonen, C. (2016) “Marketing plan for a mobile application: marketing research and a
plan for an application of a startup company.” A thesis for a degree in business information
technology, Oulu University of Applied Sciences, pp. 1-40
Mahmutllari, J. (2014) “Developing a new product development & launch process case:
Company X.” Thesis for a degree in international business, Haaga-hella University of
Applied sciences, pp. 1-57
MaRS. (2009) “The business planning and financing management workbook.” Business
planning and financing management series, pp. 1-22
Singh, J. (2017) “Google Go App: How is it different from the main Google App?” Retrieved
from https://gadgets.ndtv.com/apps/features/ (Accessed 20th November 2018)
Smith, E. (2017) “The key to successful event planning: A case study on identifying the most
appropriate model of event planning.” Thesis for a bachelor degree in event management,
Cardiff Metropolitan University, pp. 1-59

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Zhou, M., Liu, X. & Tang, G. (2018) “Effects of urban tourist satisfaction on urban
macroeconomics in China: A spatial panel econometric analysis with a spatial Durbin
model.” PLoS ONE, Vol. 13 Issue 10, pp. 1-24