Event Management And Marketing For Promotional Activities

Describe about the Event Management and Marketing For Promotional Activities.

This project is focused on set up of an Australian Company who is aimed to promote the norms and values of Australian culture among the students coming mainly from the Asian countries. In order to set up such company a scope management plan including a project schedule, time management program, budget and resource management plan is also demonstrated in this report.  

Not only this but also a work breakdown structure and a Gantt chat are also designed in this report. A stakeholder management plan also a risk management program is also designed in this report to recognize the project structure professionally. Moreover, an overall project management plan is also developed in this report so that the project manager can understand as well as measure the market demand and the experience from the visitor’s end.

The scope of the project is to set up a company that will organize different promotional activities. These promotional activities will help the students to become familiar about the Australian norms and culture. A much the international students will become attracted towards their culture that much new students they will be able to grab from the other countries. Not only for the study can purpose but also they settle their full career in Australia also. Apart from this the company will also arrange program to let the outsiders know about what they like in their country and what set of things that they do not like to happen.

• According to the project requirements it can be measured that in order to successfully implement this project a budget of $50,000 with time measurements of 6 months will be required
• It is expected that, successful resource and team allocation along with strategic demand management plan can meet the project objectives.   
• A risk management plan and a stakeholder management plan illustration are the scope of the project

WBS	Task Name	Duration	Start	Finish	Predecessors	Resource Names	Cost
0	Schedule for the event management program	180 days	Fri 8/10/18	Thu 4/18/19			$50,000.00
1	Project initiation phase	59 days	Fri 8/10/18	Wed 10/31/18			$18,400.00
1.1	Event overview structuring	3 days	Fri 8/10/18	Tue 8/14/18		Project manager/event manager	$960.00
1.2	Event planning	5 days	Wed 8/15/18	Tue 8/21/18	2	Project manager/event manager	$1,600.00
1.3	Staff management	6 days	Wed 8/22/18	Wed 8/29/18	3	HR manager	$720.00
1.4	Event description	8 days	Wed 8/22/18	Fri 8/31/18	3	business analyst	$2,240.00
1.5	Objectives of the event identification	9 days	Mon 9/3/18	Thu 9/13/18	4,5	Project manager/event manager	$2,880.00
1.6	Timeline preparation	12 days	Fri 9/14/18	Mon 10/1/18	6	Project sponsors (ABC Limited)	$4,800.00
1.7	Event budget preparation	12 days	Tue 10/2/18	Wed 10/17/18	7	finance manager	$2,400.00
1.8	Identification of the targeted audience	10 days	Thu 10/18/18	Wed 10/31/18	8	business analyst	$2,800.00
2	Project planning phase	97 days	Thu 11/1/18	Fri 3/15/19			$25,360.00
2.1	Developing public reliability and policy contract	12 days	Thu 11/1/18	Fri 11/16/18	9	HR manager	$1,440.00
2.2	Security, health and safety permits for the staffs and other associates	15 days	Mon 11/19/18	Fri 12/7/18	11	security and safety manager	$3,000.00
2.3	Emergency access planning	10 days	Mon 12/10/18	Fri 12/21/18	12	Electricity	$3,200.00
2.4	Booking event venue	10 days	Mon 12/10/18	Fri 12/21/18	12	HR manager	$1,200.00
2.5	Transport and parking planning	10 days	Mon 12/24/18	Fri 1/4/19	13,9	operation manager	$2,400.00
2.6	Risk management plan	30 days	Mon 12/24/18	Fri 2/1/19			$7,160.00
2.6.1	Consult with the project stakeholders	3 days	Mon 12/24/18	Wed 12/26/18	14	Project manager/event manager	$960.00
2.6.2	Register consultation	5 days	Mon 1/7/19	Fri 1/11/19	15,17	business analyst	$1,400.00
2.6.3	Planning meeting	6 days	Mon 1/14/19	Mon 1/21/19	18	operation manager	$1,440.00
2.6.4	Before event briefing	3 days	Tue 1/22/19	Thu 1/24/19	19	Project manager/event manager	$960.00
2.6.5	After the event a debriefing	6 days	Fri 1/25/19	Fri 2/1/19	20	Project sponsors (ABC Limited)	$2,400.00
2.7	Other specifications	16 days	Mon 2/4/19	Mon 2/25/19			$4,320.00
2.7.1	Catering booking	3 days	Mon 2/4/19	Wed 2/6/19	21	HR manager	$360.00
2.7.2	Electricity arrangement	3 days	Thu 2/7/19	Mon 2/11/19	23	Electricity	$960.00
2.7.3	Security emergency exit planning	5 days	Thu 2/7/19	Wed 2/13/19	23	security and safety manager	$1,000.00
2.7.4	Emergency ambulance services	6 days	Thu 2/14/19	Thu 2/21/19	24,25	operation manager	$1,440.00
2.7.5	Risk management planning	2 days	Fri 2/22/19	Mon 2/25/19	26	business analyst	$560.00
2.8	Others	14 days	Tue 2/26/19	Fri 3/15/19			$2,640.00
2.8.1	Listing guests	3 days	Tue 2/26/19	Thu 2/28/19	27	HR manager	$360.00
2.8.2	VIP guest listing	2 days	Fri 3/1/19	Mon 3/4/19	29	HR manager	$240.00
2.8.3	Other guest listing	3 days	Tue 3/5/19	Thu 3/7/19	30	HR manager	$360.00
2.8.4	Sending invitation to them	3 days	Fri 3/8/19	Tue 3/12/19	31	operation manager	$720.00
2.8.5	Invitation to the show hosts	3 days	Wed 3/13/19	Fri 3/15/19	32,20	Project manager/event manager	$960.00
3	Execution phase	7 days	Mon 3/18/19	Tue 3/26/19			$2,280.00
3.1	Approval for the arranged event	2 days	Mon 3/18/19	Tue 3/19/19	33	Project manager/event manager	$640.00
3.2	Approval from the sponsors	2 days	Wed 3/20/19	Thu 3/21/19	35	Project sponsors (ABC Limited)	$800.00
3.3	Preparation of opening speech	3 days	Fri 3/22/19	Tue 3/26/19	36	business analyst	$840.00
4	Monitoring and control phase	8 days	Wed 3/27/19	Fri 4/5/19			$2,040.00
4.1	Change management program	3 days	Wed 3/27/19	Fri 3/29/19	37	business analyst	$840.00
4.2	Additional changes to health and safety	5 days	Mon 4/1/19	Fri 4/5/19	39	operation manager	$1,200.00
5	Closure phase	9 days	Mon 4/8/19	Thu 4/18/19			$1,920.00
5.1	Successful delivery of the event	3 days	Mon 4/8/19	Wed 4/10/19	40	Project sponsors (ABC Limited)	$1,200.00
5.2	Gathering experience from the visitors	6 days	Thu 4/11/19	Thu 4/18/19	42	HR manager	$720.00

This specific event management project is comprises of five different phases such as project initiation phase, planning, execution, monitoring and control phase and the project closure phase. It is expected that if all of these project development phases are properly followed by the event head and the team members then the project will be able to meet the success criteria and the objectives.

WBS	Task Name	Duration	Resource Names
0	Schedule for the event management program	180 days
1	Project initiation phase	59 days
1.1	Event overview structuring	3 days	Project manager/event manager
1.2	Event planning	5 days	Project manager/event manager
1.3	Staff management	6 days	HR manager
1.4	Event description	8 days	business analyst
1.5	Objectives of the event identification	9 days	Project manager/event manager
1.6	Timeline preparation	12 days	Project sponsors (ABC Limited)
1.7	Event budget preparation	12 days	finance manager
1.8	Identification of the targeted audience	10 days	business analyst
2	Project planning phase	97 days
2.1	Developing public reliability and policy contract	12 days	HR manager
2.2	Security, health and safety permits for the staffs and other associates	15 days	security and safety manager
2.3	Emergency access planning	10 days	Electricity
2.4	Booking event venue	10 days	HR manager
2.5	Transport and parking planning	10 days	operation manager
2.6	Risk management plan	30 days
2.6.1	Consult with the project stakeholders	3 days	Project manager/event manager
2.6.2	Register consultation	5 days	business analyst
2.6.3	Planning meeting	6 days	operation manager
2.6.4	Before event briefing	3 days	Project manager/event manager
2.6.5	After the event a debriefing	6 days	Project sponsors (ABC Limited)
2.7	Other specifications	16 days
2.7.1	Catering booking	3 days	HR manager
2.7.2	Electricity arrangement	3 days	Electricity
2.7.3	Security emergency exit planning	5 days	security and safety manager
2.7.4	Emergency ambulance services	6 days	operation manager
2.7.5	Risk management planning	2 days	business analyst
2.8	Others	14 days
2.8.1	Listing guests	3 days	HR manager
2.8.2	VIP guest listing	2 days	HR manager
2.8.3	Other guest listing	3 days	HR manager
2.8.4	Sending invitation to them	3 days	operation manager
2.8.5	Invitation to the show hosts	3 days	Project manager/event manager
3	Execution phase	7 days
3.1	Approval for the arranged event	2 days	Project manager/event manager
3.2	Approval from the sponsors	2 days	Project sponsors (ABC Limited)
3.3	Preparation of opening speech	3 days	business analyst
4	Monitoring and control phase	8 days
4.1	Change management program	3 days	business analyst
4.2	Additional changes to health and safety	5 days	operation manager
5	Closure phase	9 days
5.1	Successful delivery of the event	3 days	Project sponsors (ABC Limited)
5.2	Gathering experience from the visitors	6 days	HR manager

 

The above specified phases are to be followed by the project manager and the project team members to execute the project successfully within estimated budget and on time.

Name of the stakeholders	Details of the stakeholders	Role	Responsibility	Channel of communication	Interest
Project manager/event manager	Alen Maxwell Email: [email protected]	Internal	To monitor and control the project so that it meet the project objectives	face to face meeting	To accomplish the project
Finance manager	Steven smith Email: [email protected]	Internal	To plan the budget of the project at the initiation phase to ensure that the project is meeting the project objectives.	face to face meeting	To complete the project within estimated budget
Marketing manager	Glen Warner Email: [email protected]	External	To determine the marketing strategies for the project to drive the necessary proposal activities	face to face meeting	To design all the necessary marketing strategies to indicate the project as s commercially profitable one
Business analyst	William Watson Emil: [email protected]	Internal	To develop business strategies so that to make ensure that the project aims are fulfilled and executed.	face to face meeting, presentation and email	Interested to gain business level success
Host community manager	Peter Finch Email: [email protected]	External	The host community is responsible to host the promotional activities in front of the students coming from the Asian countries.	face to face meeting, email and presentation	To host the show in such a way so that more Asian students feel attracted towards the Australian culture.
Security manager	Cameron Lee Email: [email protected]	Internal	Responsible to take care of the security of the associates and the overall project also.  The personal and the financial details of the hosts and the students are to be kept secured by the security manager.	Email presentation and face to face meeting	To provide authenticated security to the project associates
Sponsor	Harry Jones Email: [email protected]	External	To invest the total amount of necessary capital to the project committee to develop the  line promotion harmony	Email, face to face meeting, presentation	To complete the project within the invested capital o gain commercial success

Name of the risks	Impact	Likelihood	Ranking	Mitigation strategies
Fire extinguisher	Significant	Possible	Medium High  (12)	At the show organization phase the necessary basic fire extinguishers are to be installed by the event management committee to ensure the health and safety of the associates.
Electric problems	Severe	Possible	Medium High  (15)	Energized wires with tripped RCCB are to be adopted by the security manager during the show time to ensure the safety of both he hosts and the other people who are attending the show,
Venue problems	Unlikely	Moderate	Low (6)	Based upon the total budget planned for the project the event venue should be booked. While booking the venue advanced booking must be done to avoid booking cancellation.
Security issues	Likely	Severe	High  (20)	Proper security and safety measures are to be incorporated by the project manager to make ensure that the event is not at all compromised.
Emergency exit program	Likely	Minor	Low (8)	Double exit gates are needed to be considered by the event manager to make sure that the issues of emergency exit program are avoided.
Emergency ambulance	Likely	Minor	Low (8)	Emergency ambulance services should be arranged to avoid safety and health issues of the host community and the other stakeholders associated to the project.

The event management project is consists of different phases such as initiation phase, planning  phase, execution phase, control and monitoring phase and closure phase.  

Project initiation phase: In the project initiation phase, the event manager will identify the project requirements then based on these requirements the resources will be indicated and analyzed accordingly. It is the responsibility of the project executives to determine all the specifications so that the project level solution can be easily obtained. Effective initiation program is essential for the success of the program. Different elements are involved to the initiation phase of the project.

Firstly, the purpose of the event should be identified and then accordingly what are the profit ranges can be obtained from the organized event are also defined by the finance manager. The timing and the location of the event should be identified in this phase to drive the project towards success. The other measures those are to be considered in this phase include availability of different facilities, accommodations, transport, and stakeholder’s (local and other) support. The necessary budget of the project should also be calculated in this phase. Depending on the project requirements the budget of the event program should be prepared. It is the role of the project manager to specify the promotional and publicity actions crucial for the project success.  

Planning phase: In the event program planning phase the overview of the event are to be articulated by the project manager to the other project team members. Then the staffs and the event manager should plan the event accurately such as the list of the hosts, chief guests and others. In addition to this, the timeline of the project including the Gantt chart and the WBS are also should be prepared in this phase.

The targeted audience are also should be identified in this phase. The outline of the operational activities are also should be prepared in this phase in terms of policy contact, permissions, insurance, security, health and safety of the permits, emergency access, cleaning of the venue, first aid as well as ambulance, parking and venue cleaning. The uncertainty associated to the project including the possible risks that may interrupt the success of the project will be identified in this phase. Not only is this but also for all the defined project activities prioritization much crucial to serve the operational activities.

Project execution phase: Whatever event management level activities are identified on the planning phase should be executed in the project execution phase. The weather contingency planning should be inclement in this phase including success execution of catering, food and water. In order to avoid accidental power cut the event manager should focus on lighting, power supply also. Apart from this, it is the responsibility of the event organizer to execute the sitting arrangement accurately with ticketing system implementation as well as contract supply.

Besides this the project manager should also develop run order or vent schedule for the success execution of the event management program. In order to promote the event, supports of the social media platform are very much necessary and thus, Facebook, twitter, YouTube also played success roles. Proper stakeholder engagement strategies are also needed to be keep the stakeholder engaged to their job roles. This will help the project team members to accomplish the project within estimated time and budget.

Control and monitoring phase: In this phase of event management the entire program will be monitored and controlled accordingly. All the project factors will be monitored in this phase to make sure that the project can be successfully implemented. The sponsorship strategies including the business and operational strategies are also changed in this phase considering the change requirements demanded by the project team members and other associates. Proper approvals as well as legal requirements for the event program are should be identified and adopted by the project team members to implement in this phase.

Closure: The project close with the successful delivery of the event show launched. The main aim of the event is to spread concern among the local and international students basically for those who are coming from the Asian countries. The norms and values of Australian culture are promoted among the students to make them familiar with the values of the Australian culture. The hosts and other chief will take the responsibility of spreading value of the Australian culture among the international students.  The topics those will be discussed in this event include the set of different ethical and non ethical activities.

Basically what they like and what they do not like will be discussed in this event by the hosts and other attendants. They do not like other people staring at them, throwing garbage anywhere, loudly talking in the public place, standing in the questions. It can be said that if the project scope and objectives are properly prepared by the event manager then the project will definitely meet the project requirements and also be able to deliver the show successfully within the estimated time and budget.

Moreover, for minimizing the work pressure an accurate Work Breakdown Structure (WBS) should be prepared by the project manager depending on the skills and knowledge of the associate staffs. For individually project activities different resources (human) should be allocated to make sure that the project will be completed successfully. From the details of the project prcatices it can be said that, the theoretical knowledge regarding project management should be practically applied in this project application field.

From the overall discussion it can be concluded that with the help of an accurate project management program the project manager will be able to meet the project objectives. An accurate time management program with a Gantt chart, resource management, scope management and risk management plan are illustrated in this report. Besides this, an event evaluation program considering all marketing demands are also demonstrated in this report. The project will meet all its success criteria if the assumptions are properly measured by the project manager and the associated stakeholders.

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