Proposal for a Seasonal Launch Event for White Claw

a. Part One

i. Review the Request for Proposal (RFP) as a group.   

ii. Form an event team as if you were one company. Decide on a “company” name and use this throughout your work.

iii. Divide up the duties amongst team members.

iv. Decide how you will research and respond to the RFP. This phase of the project should include one or more sessions of creative thinking together as a team and individually in order to arrive at a general event concept. Following the creative sessions, you should divide up your duties within the team to research answers and come up with ideas for your specific individual areas of responsibility.

 

b. Part Two

i. Research your event as required, together or individually, to determine all requirements for a complete and creative proposal.

ii. Take the time to prepare a work plan with dates and deliverables.  You will need face to face meetings to successfully collaborate on this project.  Please also use a google docs file to keep everyone on track.

 

c. Part Three

Respond to the RFP with a concise, well-researched, clearly written and professionally presented formal proposal, your proposal around a seasonal launch event for White Claw in the designated market.

The proposal must include the following elements:

1. Title page: company name, all team member names.  Consider it a book cover.  Will it set the stage and make me want to read the book?

2.    Table of Contents: use page numbers.

3. Executive Summary: Briefly describe the key features of the Proposal, event overview - get reader excited about your event.  It is the last thing to complete and cannot be done until everything else is finalized. (maximum 1 page)

4. Corporate Profile: Include a profile of the corporate history including the length of time in business, number of employees, competencies and organizational structure.  Take some creative license.  Research existing event companies and revise to fit your needs.  Make sure you cite in APA. (1/2 page)

5. Corporate Experience: Describe projects of a similar size and nature for which you have provided similar goods or services.  Take from the existing event companies that you researched.  Make sure you cite in APA. (maximum ½ page)

6. Event Overview    Demonstrate an understanding of the client objectives, scope of work (Five W’s), Marketing Mix and deliverables.  Define these points:

· Objectives……….use the SMART principle.  Number them List your event objectives.  Be specific.  Is your event B2C, B2B or combination?  Is it a Push or a Pull strategy?  Sponsorship?  Provide a detailed solution describing how the requirements will be met.

· The product is your Event.  What is your Event concept?  Refer to the 7 Deadly Sins from the text.  Start with a Mood Board or Story Board that will inspire with images.  Mood/Story Board included in the Appendix.

· Target market and positioning for the event.  Consumer or trade?  Come up with a persona or Avatar.  4 Bases of segmentation.

· Positioning statement for your event.  Use the fill in the blanks positioning template.

· Define the Marketing Mix/4 P’s of your Event.  Use the total product concept – Core, Actual and Augmented Product.  Pricing for your Event.  Place is a detailed description of your venue.  Promotion is how you will promote your Event. (2 to 3 pages)