Event Plan: International Students Day Celebration in Brisbane

This event plan outlines the strategy for an International Students Day Celebration in Brisbane. The event, targeting international students, aims to welcome them and provide information about living and studying in Brisbane. The plan details the event's aim, including attracting 400-600 participants, and is funded by the Queensland Government. The budget covers promotional activities, food, and entertainment. The marketing strategy focuses on attracting students through various channels, including social media and partnerships with universities and media outlets. The plan also covers promotional partnerships, communication planning with stakeholders, and evaluation methods. The event will be held at the Brisbane Southbank Piazza and will feature activities, refreshments, and information sessions to enhance the experience for international students.

Running head: EVENT PLAN 1
Assessment Task 1: Event Plan
Student’s Name
Institution Affiliation
April 19, 2019

EVENT PLAN 2
Name of the Event International Students Day Celebration in
Brisbane
Date of the Event Week 8 (1th May 2019)
Place of the Event Brisbane Southbank Piazza
Time Start 3:00 PM Time End 8:00 PM
Aim of the Organization/Organizing Body:
The event’s organization body targets to organize a one-day event for international
students, especially those who are in Brisbane for their first year. The event in the Brisbane
Southbank Piazza will include a number of small activities and refreshments for
approximately 400 to 600 participants. The organizing body welcomes international students
and offers a hand of friendship during their visit to Brisbane. Students will enjoy a wonderful
lifestyle and affordable living compared to many other cities around the world. Being a city
with the most diverse population of students in Australia, this event will welcome all the
stakeholders (students, universities and other bodies connected to international students). The
organizing body will relay information regarding living and studying in Brisbane. Moreover,
students will also so enjoy walking around the city, eating a variety of foods, including pizza
and some entertainment activities.
Event Funding:
The event will be funded by the Queensland Government. The sponsor understands
that Brisbane is the leading study destination for many international students so supporting
the event will be vital to enhancing the quality of training offered in the educational
destination. Moreover, the government is committed to collaborating with relevant

EVENT PLAN 3
stakeholders and partners to facilitate training and education for international education,
which targets at developing sustainable training and education in Queensland.
Event Budgeting:
Item Entry Provider Financial
Budget
In-kind
Budget
Definite
(YTD)
Revenue
Sponsorship Queensland Government $8,500 $8,500
Overall
Expenditure
Promotional
Budget
Event $1,500 $1,000
Documented In-
Kind Valuation
Radio-Co
Printing-Co
Designing-Co
Social Media-Co
$0 $1,000
$100
$100
$100
$
Cooperating
Promotional
Budget
Tourism Sector $500 $100
Dinner Budget Food and Beverage (e.g.
Pizza)
$6,000
Activities Budget Small Activities (like
schools knowing each
other) and Refreshments
$1,500
GROSS
AMOUNT
$9,500 $1,400

EVENT PLAN 4
Event Promotion (Marketing & PR Plan):
Event Marketing Objectives
 The main goal is to attract the targeted international students (at least 400
participants), especially those who are in Brisbane for their first year. The marketing
effort aim at achieving an approximation of 60% of student’s attendance from the
total visitation letters sent to all the international students in Australia.
 Targets at encouraging students to stay and live in Brisbane since it is one of the most
developed cities with a good system of education.
 Increase the socialization among schools since there will be small activities to
enhance this.
Targeted Audience
The primary target audience for this event is:
 International students especially those coming to Brisbane for their first time. The
event aims at making the students to feel welcome to study and live in Brisbane.
The secondary audience is:
 Other universities and bodies connected to international students.
Key Brand and Message of the Event
The event to be held at the Brisbane Southbank Piazza is to emphasize on provide
warm welcome to international students, which reassures the city’s support in assisting
scholars to pursue different course of their choice. The Brisbane Study Program is facilitated
by the government and Brisbane Marketing Group in ensuring the students coming to

EVENT PLAN 5
Brisbane for their first time get the best experience and encourage other students in the world
to choose Brisbane as a study destination. The message to be obtained from the program will
be presented by the city’s international student’s ambassadors who will share their experience
of training and staying in the country.
The event involves bodies connected to educational institutions that provide graduate
job services to help students to put their skills into practice. Moreover, this event will send a
message to the relevant employers regarding the need to help students to facilitate
employment opportunities and career paths. Other students’ bodies include Brisbane Student
Hub that aims at providing information, referrals and advice on education, accommodation,
healthcare, budget management, legal services and employment to students. This information
also includes the provision of airport welcoming programs which will help to undertake
orientation to all international students into the country.
Brisbane works with the state, universities, vocational training institute,
accommodation facilities and private organizational to promote the standard of education and
living for students. The overall message to be sent from this event:
 Follows the logo and name used by the marketing campaign
 The by-line is “Quality Education in the Sun”.
Promotional Partnership and Support
The marketing activity will involve neighbouring universities and national media and
marketing partners. Promotional campaign to reach the targeted audience will involve social
media experts, web designers, social media sponsors and printing suppliers.

EVENT PLAN 6
Relevant Stakeholders – Communication Planning
Relevant
Stakeholders
Main Message Manner Date Individuals
Government Permit Obtaining and
invitation of the guest
speaker
Meetings per
month
By April 25,
2019
Queensland
Government
Education
Bodies
connected to
International
Students
Universities
Approving the
application of event
logo
Setting event date and
invitations
Setting meetings
and drafting of
information sent
for approval
By April 29,
2019
Education
Board
Brisbane
Affected
bodies and
businesses
Notification of traffic
impact and road
closing
Letters in box
dropping
April 22, 2019 City
Education
Manager
Tourism
sector
Introducing the event
date and preparing the
booking system, bonus
for subscription
Event information
written in Tourism
Newsletters
April 24, 2019 Sponsor
Marketing Activities

EVENT PLAN 7
PROMOTIONAL APPLICATION AND
TOOLS
ONLINE CAMPAIGN
Traditional word-of-mouth On the website
Identification on the means of spreading the
word-of-mouth mode of marketing
Updating the site
Sending direct emails and opening the school
database
Writing blogs, introduction of forums and
creation of social media pages
Email addresses and Mail Twitter, Facebook, Instagram, and LinkedIn
Loyalty and return visitation programs Even applications
Offering special promo codes, discounts,
offers and thank-you cards
QR codes and apps for adverts, posters and
fliers among others
Creating tickets Carrying out online advertising
Selling techniques: online sign-ups, and at the
day’s event
Facebook ads, Google ads and Bing ads
Signatures Sending SMSs
Including even email signature on sent emails SMS details and updates
PUBLIC RELATIONS (PR) Online even calendar listing
Free editorials Event’s site calendar, tourists, councils and
operators
Editorial pictures, stories and listings PROMOTIONAL TOOLS
Event launching Marketing Material
Launching for social media, stakeholders and
sponsors
Use of posters, fliers, distribution programs
and plans
Event function Sign-up forms and use of banners

EVENT PLAN 8
PROMOTIONAL APPLICATION AND
TOOLS
ONLINE CAMPAIGN
Use of awards, thank-you functions, and
welcome event functions
Signs on cities venues, entrances and different
locations
Invited guest speaking chances Letter boxing drop and notice board
Promotion of the event during discussion
engagement
Letters on the notice board, letter boxes, box
drops and shopping centers
Other promotions and events Undertaking outdoor marketing
Attendance of other marketing events and
shopping centers
In buses, signage, on billboards and use of
banners
Media advertising and editorial
Social media release
Date, topic and promotional technique
determination
Communication systems
TV Local community people
Community services and announcements,
sponsorships, new forum stories, and paid
advertisement
Event requests inclusion at offices in
newsletters
Radio means Educational institutions, government and
tourism sector
Involvement of community services, the
government as the sponsor, paid
advertisements, pricing giveaways, interviews
and forum stories
Using cooperative promotion, special
discounts and marketing promotions in finding
educational opportunities
Magazines and newspapers Co-advertisers

EVENT PLAN 9
PROMOTIONAL APPLICATION AND
TOOLS
ONLINE CAMPAIGN
Government sponsorship, social media
releases, pricing giveaways, joint sponsor
advertising
Identification of stakeholders to market the
entire events E.g. the government, tourism
sector, universities and bodies related to
international students
Trading magazines and publications EVALUATIONS
Social media releases, pictures, advertisements
and stories
Social media clipping
Identification of what is on the event’s listing Use of the available budget to facilitate the
marketing plan.