Case Study: Evaluating Event Planning for The Script in Brisbane

This case study analyzes the event planning and management strategies employed for 'The Script' concert in Brisbane, Australia, organized by Frontier Touring. It begins by describing the event's program, location, duration, and marketing efforts, highlighting the use of online media, radio, television, and print advertisements. The study outlines the event's purpose, aims, and objectives, which include entertaining the audience, increasing brand awareness for sponsors, and attracting a large crowd. The evaluation methods, including observational empirical evidence, organizers' reports, media coverage analysis, and audience interviews, are described to assess the event's success in achieving its goals. The study aims to determine the extent to which the event met its objectives and provided value to attendees and sponsors alike.

Running Head: Event Planning and Management 1
Event Planning and Management
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Part 1
Introduction
The success of an event is usually a function of careful planning with the guidance of laid
aims and objectives. The preparatory stages towards the implementation of the event play a
crucial role in enhancing its success (Bolman & Deal, 2007). In addition to the objectives, proper
awareness through adequate marketing ought to be done in order to ensure the intended outcome.
In this report, the analysis of an event is carried out with an evaluation meant to deduce its
success with regard to the stated objectives.
Description
The script is an Irish band comprising of 3 members. The band leader is a talented
vocalist and keyboardist (Koschmann, 2012). The band was formed in Dublin and is currently
based in London enjoying a massive wave of success through singles and best seller albums
(William, 2014). The band’s latest album is freedom child which has enjoyed adequate air play,
thanks to the widespread media options.
The band has planned a number of shows in Australia in April; the show titles are basically
derived from the band’s name. The event under analysis in this case is referred to as The Script,
Brisbane edition. The event has been organized courtesy of Frontier Touring. This is because
two similar events will happen in other cities in the country as well. The Script event is slated for
21st April 2018 starting from 8.00pm. It shall take place at Brisbane Entertainment Center for the
whole night. The event features a guest artist in addition to the main band, JP Cooper.

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Program
Arrival of audience 6-7.30pm
Curtain Raiser performance 8-10pm
Band on Stage 10pm-5am
The performances shall be punctuated with breaks where other guest artists shall perform to the
audience.
The marketing strategies for the event have proved effective in creating the right
awareness among the audience. The main marketing platforms used to inform the audience about
the event include online media like the venue website as well as the band’s facebook page.
Additional marketing ideas included radio, television and newspaper announcements in addition
to billboards and brochures made and distributed by the organizers. The dates, venue as well as
ticket prices have been made clear on each of these marketing platforms hence adequate
awareness among the intended target audience.

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Purpose, Aims and Objectives
Purpose
The core purpose of the script event is to entertain the people of Brisbane. The organizers plan to
give the audience a once in a lifetime experience with one of the most successful bands in
Europe. The organizer intends to use music as a tool to bring the society together where they are
likely to interact with other educative and productive aspects both socially and economically.
Aims
The event organizers aim to use the event to reach many people in Australia and hence
increase awareness among the clients about their products. The event which is presented by
Frontier touring is also sponsored by other partners like Coca-Cola, Snack brands, Ticketek,
Summer and American Express. This implies the event is not only about music and
entertainment but also a marketing avenue for the companies involved.
Objectives
 To attract at least 2,500 people both within and around Brisbane
 To entertain the audience through good music, amazing vocals and enthusiastic musicians
 To give the attendees a value for their money by offering refreshments and free
consultancy by the associated companies
 To enhance brand awareness among the audience through occasional advertisement
features during the concert as well as company tables. The clients can walk up to these
tables to buy the products or get more information about them.

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The projects aim and objectives are carefully aligned to the event’s core elements.
Despite the fact that the whole night is all about music and entertainment, the various
stakeholders have a special platform for interacting with their clients on a one on one basis.
Based on the good marketing, the event is likely to attract a good number of attendees not only
from Brisbane but other parts of the country. The companies can then use these interactions to
sell their brands and products.
Part 2
Description of evaluation methods
In order to ascertain whether the event goals and objectives have been achieved, the project shall
be analyzed using four basic evaluation tools. The tools include- observational empirical
evidence, organizers reports or case study, questionnaires and media coverage.
Observational Empirical evidence
This evaluation shall involve a physical presence at the event. With the objectives in
mind, the process shall involve a headcount of the attendees in order to confirm if the target
number was attained or perhaps surpassed. The movement of the audience shall also be
monitored to deduce their level of interaction with the associate companies’ consultation spots.
Using a stop watch, the time taken by the clients in each of these exhibition spots shall be
recorded. In addition, the departure time for the audience shall be observed. An early departure
would mean little entertainment and fulfillment on the side of the audience. However if the
crowd remains big and active throughout the night, this would indicate considerable satisfaction

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in each of the project’s elements. This tool can be used to highlight the economic, environmental
and social effects of the event on the hosting society.
Organizers Report
The second evaluation tool would involve an analysis the organizer’s report as outlined
after the event. The stakeholders and the main sponsors will need to outline a report detailing the
event’s occurrences with the backdrop of their objectives. These reports can in turn be analyzed
and evaluated with respect to the event’s key objectives in order to deduce whether they were
achieved or not. This tool can also be used to highlight the economic, environmental and social
effects of the event on the hosting society (Guarreillo, 2007)
Media Coverage
The script is an event which has been highly publicized using various media. The
feedbacks from the audience can equally be accessed through these media. For instance, the
band’s fans on their facebook page shall give their feedbacks regarding the performance as well
as the whole event. These statements can then be evaluated in order project the success of the
event (Keddy, 2007). The success of the event can evaluate based on the amount of media
coverage that it shall attract both before and during the main occurrence. Good media coverage
would imply a highly effective event in which the objectives were adequately met.

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Interviews
The last evaluation strategy shall involve the use of interviews. In this case, a group of
people shall be selected randomly from audience at the tail end of the event. They will then be
interviewed based on the night. Some of the interview questions shall be
 Were your expectations met?
 What made the night special for you?
 How many exhibition tables did you visit during the show?
 Would you come for such a show next time?
 Would you ask your friends to attend the show again?
The responses to these questions can then be used to deduce a trend in the audience’s reactions
towards the event (Ashforth & Kreiner, 2009).
Conclusion
With the outcome of the evaluation tools, it can be possible to know extent to which the
objectives of the event were met. One of the objectives is to attract a large crowd and this can be
evaluated using head counting as an observational procedure. The other evaluation tools shall
also help in obtaining crucial information about the event which can well be used to check how
well the aims and objectives of the event were addressed.

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References
Ashforth, B. E., & Kreiner, G. (2009) "How can you do it?": Dirty work and the challenge of
constructing a positive identity. Academy of Management Review,vol 24, pp. 413-434.
Bolman, L., & Deal, T. (2007). Leading with soul, Jossey-Bass: San Francisco, CA.
Guarreillo, R. (2007). Rethinking community collaboration through a dialogic lens Creativity,
democracy, and diversity in community organizing. [journal article]. Management Co
Keddy, J. (2007). Human dignity and grassroots leadership development. Social Policy, vol. 31,
pp. 48-53.
Koschmann, M. A. (2012). Developing a communictive theory of the nonprofit. Management
Communication Quarterly,vol. 26, pp. 139-146.
William, R. (2014). The Non-Designer’s Design Book, Pearson Education: US.
mmunication Quarterly, vol. 21, pp. 145-171.