Marketing Plan for Event Management at Imperial College London, UK

This report provides a comprehensive marketing plan for an event proposed at Imperial College London. It outlines the aims and objectives, focusing on achieving a 25% profit margin. The plan details the 4 P’s of marketing (Product, Price, Place, and Promotion), segmentation strategies using demographic approaches, targeting middle and upper-class individuals aged 12-30, and positioning the event through various digital and traditional media channels. Marketing strategies include social media marketing, digital marketing, radio and television campaigns, and email marketing. The report also includes a detailed cost-benefit analysis, budgeting, and monitoring and evaluation strategies using key performance indicators such as hashtag tracking, social media engagement, and revenue monitoring. The goal is to design and implement a successful event by leveraging both new and traditional marketing methods to attract a wide audience.

MARKETING PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing plan.............................................................................................................................3
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing planning is a complete action plan for executing a marketing or promotional
campaign. This project will discuss the marketing plan that is designed to deliver the marketing
functions of the proposed event. This project will discuss a marketing plan of a proposed event
occurred at imperial college of London. Henceforth, report will discuss about the complete
marketing plan of the event.
MAIN BODY
Marketing plan
Aim:
 To successfully design and implement the whole event.
Objectives:
 To achieve a profit margin of 25% in this event..
 The success of marketing plan is measurable with the use of sales and profitability of the
event.
 With the use of proper strategies this event can achieve its success.
 With the use of proper strategies this event can achieve a proper success.
 This marketing plan will implement till the execution of entire event.
4 P’s of Marketing
4 P’s of Marketing will summarise product, price, place and promotion aspect of the
marketing plan. All these are the core aspect of the marketing plan designed to achieve a success
against the marketing plan has been designed and implement.
Product: The event will offer various activities such as music, dance, food, DJ, social gathering,
games, born fire and many more products. Different variety of food will also offer in thus
product. The participant of the event will also get a chance to win exclusive prizes and awards to
cherish the occasion (Cudny, 2019). All these will be a part of the product segment included with
the event conducted by the management. The product portfolio is vast and well diversified in
nature that allow the organisers to achieve a high level of success against the event is conducted

by the participants. Product diversification allows the organiser to feature all these in the
marketing campaign so that more number of target customers can engaged in the event
conducted.
Price: The price is decided from this event will be very minimum. The price will certainly
include all the expenses associated with hosting the whole event. The price structure offer at the
event will involve all the cost further the certain amount of profit percentage that will also
associate with the event is hosted. Competitive pricing practice is followed by the organisers so
that more number of tickets can sold against the event is conducted (de Freitas, 2021). The
competitive pricing will allow the organisers to sale maximum number of tickets further it will
allow to gain the huge success against the event is conducted. In case of any event the price at
which tickers are going to sale put a huge impact over the success and growth achieve against the
whole event is executed.
Place: place of the event will be at the Imperial College of London. The target customer of this
event is probably college going and school going students along with the young adults. Thos
event will be for all the people who like to experience life and like to party and social gatherings.
This event will welcome all the people. Further, the live streaming of this even will also conduct
to maximise the success of this whole event is conducted by the organisers. This will further
maximise the success witnessed against the event is conducted by the organisers.
Promotion: the event will be promoted over various social media application like facebook,
instagram and many other. Snapchat will also use to promote the whole event. Further, new
paper article will also publish to promote the whole event. Radio will also use to promote and
market the whole event (Ziakas, 2019). Pamphlet will be published to promote the event at
different venues to attract the target customers. Email marketing will also use by the promoters
of the event to achieve a huge promotional aspect in the event. Along with this through text
messages and phone calls the potential customers will be engaged to attract towards the event is
hosted. Both new as well traditional method of promotion will use in this event to achieve the
high level of success against the event is conducted by the organisers.
Segmentation
Segmentation technique like demographic segmentation practice will use in this event.
This approach of segmentation will allow the organisers to attract the customers based on the

age, gender, sex, income, nationality and such aspects. Social events are mostly use the
demographic segmentation practice to gain the massive popularity level in the event is
conducted. This segmentation practice is well supportive and effective for the organisers to
support the overall success of the whole event is conducted. This segmentation practice will
focus on the core areas of the event that contribute in the overall success of the event is
conducted.
Targeting
The organisers will target the customer belong to the middle class economic background
along with the upper class economic background of people. The ticket prices will be suitable fro
these customers to buy easily the tickets. Further the event will target to attract the customer
belong to the age group of 12 to 30 years of age. This is a right suitable age group for this whole
event is executed by the organisers. Along with this people will also target who like of
experience music and enthusiasts of music.
Positioning
The organisers will use the social media channels and platforms like digital platforms to
position the whole event. The organisers is also planning to host the live streaming of the event
to position the whole event at mass level. Further radio and television platforms will also engage
in order to position the entire produce in the market (Draber, 2018). Pamphlet will also support
the organisers to effectively position the whole event in between the target customers.
Newspaper article will also be a suitable basis to position the whole event. The idea will be
published that will allow the organisers to reach the mass audience against the event is hosted.
Strategies
Social media marketing strategies: will be used. In this organisers will publish the marketing
campaign over social media platforms and applications like facebook, instagram, twitter,
snapchat and such other applications (Quick, 2020). The social media network will support the
organisers to promote the entire event at mass level. This strategy is very effective to achieve the
high level of success in the marketing campaign.
Digital marketing strategy: will also explore in order to promote the whole event. This practice
will allow the organisers to promote the entire event at the digital platforms like youtibe and such
like of channels. Digital marketing is a right strategy to promote the whole event.
Radio and television marketing: is also an effective mode of marketing and promotion of the

event. Radio and television is a key medium to promote the entire event. In this company will
publish the entire campaign over the radio network and television platforms. These are the
effective strategic choice that will be executed to market the whole event.
Email marketing: will also be used to conduct the marketing practices. Email marketing is a
traditional technique or method of marketing in which suitable and target customers will be sent
an advertisement poster on which the complete information about the event will be mentioned
(Pivac and et.al., 2019). This is a very suitable marketing or promotion practice that will be used
to promote the whole event. This strategy is very suitable for the organisers to achieve a heavy
success in the entire event is conducted.
Budgeting and Cost-Benefit Analysis of One-day outdoor Music Event
Live nation unable to sale any ticket of the event via door thus they will sale the music
event tickets with the help of marketing communication. The various cost incurs by Live Nation
for hosting the one-day outdoor music event at the Imperial College of London, UK are as
follows:
Particulars Details Amount (£)
Acts and Artist Cost:
Lewis Capaldi For 1 hour set 28000
Billie Eilish For 1 hour set 17000
Disclosure For 1 hour set 16000
Doja Cat For 1 hour set 16000
Other Cost:
Venue Hire 175000
Insurance (Public liability,
event cancellation and other
insurance) for 2930 tickets
£620 per 500 ticket sold 3633
Marketing Communication
Cost:
Google adwords (100 clicks) £3 per click 300

Through the door leaflets For leaflet dropped to 10000
doors
3000
Regional TV campaign £100000 for simple 28 sec
film and £25000 regional
campaign for 14 days which
involve 3 prime slots per day
125000
National TV campaign £100000 for peak time
campaign including YouTube
for 14 days
100000
Radio £300 for record commercial
and £5000 for broadcast on
any commercial channel
5300
Social Media £500 per activity on social
sites
500
Local Daily newspaper £250 for 7000 circulations
per half page
250
Total Budgeted cost of Event 489983
It is assumed that the number of tickets sold with the help of the various marketing
communication along with the estimated benefits are as follows:
Particulars Details Amount (£)
Google adwords (100 clicks) 5 tickets will be sold per 100
click @ £65
325
Through the door leaflets 375 tickets will be sold @
£40 per ticket
15000
Regional TV campaign (3
campaign)
1450 tickets will be sold per
campaign @ £40 per ticket
174000
National TV campaign (14
days)
700 tickets will be sold per
day @ £25 per day
245000
Radio (14 days) 120 tickets will be sold per 67200

day @ £40 per day
Social Media (1 day) 140 tickets will be sold @
£40 per day
5600
Local Daily newspaper £50 per ticket 2% of
circulation
= 7000 * 2% = 140 tickets
will be sold
7000
Total Budgeted Benefits
from music event
2930 tickets 514125
Cost Benefit analysis
Particulars Amount (£)
Total Estimated Benefits 514125
Less Total Estimated Cost -489983
Profit 24142
On the basis of above budget, it is estimated that Live Nation can earn suitable benefit
and profit from its music event which they will host in the Imperial Collage, London. The above
data budget state that the company will incur 489983 pound in order to host and arrange the
music event. This will help them in adopting the various other strategies with the help of which
they can increase their selling price per tickets (Latimer and et.al., 2021). Cost and benefit
analysis is one of the budgeting and planning which helps Live Nation in making the decision
regarding whether hosting music event is profitable and suitable for them or not.
Monitoring and Evaluation
This is basically one of the most important stage of the marketing plan in which the
company’s marketing manager need to monitor and track its event in order to provide great
service to the target market. In order to monitor and measure the event success, the marketing
manager of Live Nation will adopt the following key performance indicators:
 Pick the perfect hashtag: Firstly, the manager will use the hashtag such as

#2022biggestmusicevent to monitor whether people all over the UK are interested in their
event or not. This is also one of the best way to attract more and more target customers
towards the event (Resch and et.al., 2021). In case, if the live music event show will trend
first and second in the list than it will be assumed that the music event of Live Nation is
successful.
 Social Media Engagement: The social media engagement another indicator with the help
of which the marketing manager of Live Nation will monitor and measure the success of
the event. In this, they will analyse the number of likes in event post, number of followers
of Live Nation before and after event, number of shares across the Facebook, Twitter and
Instagram. In case if the number of follower after the event of Live Nation will increase
by 10% and the event post get 500K likes than it will be consider that the one-day music
event is successful (Thomas and et.al., 2021).
 Monitor revenue: The revenue is another indicator which is used by the company to
measure the success and performance of its event. For example, Live Nation marketing
manager with the help of the revenue generation monitoring, can evaluate that whether
this event has put positive event on the business sales or not (Duan and et.al., 2021). For
this, they will use the post-event revenue generation percentage and in case if such
percent will increase by 15% than it can be said that the event is profitable and successful
for Live Nation.
 Post Event survey: Lastly, the marketing manager of Live Nation company will take the
feedback from its all attendees that they will able to enjoy it or not. They will also ask the
target customer that they are more or less likely to be connected with the Live Nation in
the future also (Kedarya, Cohen and Elalouf, 2021). This helps them in knowing that the
music event has positive effect on the customer or not. It will also help them to identify
the weak point of event which they can correct it in the future when they will arrange
same event.

CONCLUSION
The report has concluded the marketing plan of arranging and hosting the one-day outdoor
music event lasting five hours at the Imperial College of London. The report has concluded that
the target market of the event is young people age from 18 to 30. This is a music event which are
highly in demand and thus Live Nation has invited various artist to take part in the event. The
report has also computed the budget cost that Live Nation will incur in order to host event along
with the benefits they will able to make using the Cost-Benefit Analysis technique. The report
has also cover the STP analysis, 4ps of marketing mix to demonstrate clear marketing plan.

REFERENCES
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