objectives

Strategic Event Event Plan – Executive Summary 2014

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  1. Executive Summary 小美女 – Xiǎo měin (XM)

This Strategic Event Plan is to hold an Australian launch of women’s apparel designed by 小美女Xiǎo měin (XM). XM is Chinese and her business works from Shanghai, and online. As the briefing paper’s objective is to “make inroads into the Australian fashion market… beginning 2015” and the budget is small a compact and integrated mainly-online campaign will be run by two paid publicists. The event goal is to establish XM in the growing Australian fashion marketplace. Current research did not reveal any Chinese women’s fashion designer with an established presence in Australia today.

The communication goal is to incentivise individuals from the target audiences sufficiently “during and after the launch, [to visit] XM’s website… [to place] internet orders… directly from Shanghai”.

Demographics demonstrate a potential primary target audience pool of around 63,000 girl and lady customers, between 18 and 35 years of age, in the greater Perth region. A key secondary

audience is the Australian online shopper. This is a booming market, and is good as this IMC objective-based mainly-online campaign is based around XM’s already-successful, global e-business site.

So creating pre, during, and post-event environments for external and internal target audience members to exchange information about XM, and mingle with internal publics of key stakeholders; staff, volunteers, consultants, sponsors, and partners. The key stakeholder groups contain key secondary audiences: Chinese-Australian residents and visitors, fashion, design, media and drama students, etc.

The event concept, is that XM’s Australian launch, a photo-shoot at sunrise & sunset, will also work to welcome Chinese New Year (19 February 2015). At the second of the world’s top 10 beaches, Cottesloe Beach, WA, and regardless of on-the-day weather paid professionals, a beach and design

specialist photographer and a fashion photo stylist, will create a uniquely outdoor-Australian beach tableau, to showcase the designer’s recent garments and accessories, across several seasons.

Event planning was constrained by the small initial budget of $15,000 AUD cash. This figure was increased to $30,400 by in-kind contributions of $15,400: ECU equipment-lend, $400, S’Vow PR’s   services $5,000 and $10,000 marketing communication assistance, primarily by ECU,, The WA Chinese Consul office, Town of Cottesloe Council and Surf Life Savers. By November 2014, the publicists will create XM’s Australia Facebook, Flickr & Wiki sites aiming for fifty Australian 3rd-party Facebook visits and fashion blogger 3rd-party entries between 17 November 2014 and 17 March 2015. Regular press releases will be sent to general media publics, and important stakeholders who issue newsletters – ECU, the Chinese Consul office, Cottesloe Shire Council and Surf Life Savers.

Sponsor Edith Cowan University (ECU) will gain exclusive 2014/5 online and physical, badging/branding and total media rights to create, own, use media, and digital recording pre, on-day and post-event. ECU’s substantial communication network will inform their global student body about XM’s event and run the competition where students participate. ECU CareerHub will advertise for the publicists.

To begin inter-action with the Australian community, and create good-will, XM will sponsorCottesloe Surf Life Savers. For an initial period between November 2014 and Chinese New Year February 2016., XM will contribute to Cottesloe Surf Life Savers 10% of profit of online Australian sales and promote this worthy group on her Facebook & website. Only small twice-weekly ads will run in The West Australian. As this newspaper is another, major Cottesloe Surf Life Saving Club sponsor it may be possible to request some editorial about the XM’s event and her sponsoring of the Club.

Aside

Week8Assignmenttaskstakeholderinfoandsets

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SUSANNE LORRAINE HARFORD

Week 8 Assignment Task

Journal Entry number 13

-Week 8 Activity

Complete the following task in your online journal.

1. Based on your selected client, what types of stakeholder information/data sets would be required to (list data sets and the ‘fields’ required for each):

a) Run your event

b) Assist to achieve business goals

2. How would you obtain the information for each of these data sets given you are running a non-ticketed event?

3. How will you recommend this data be used following your event to assist in achieving immediate and long term goals?

…………………………………………………………………………………………………………..

For the Seniors Expo special event

the types of stakeholder

information/data sets and fields required to

The types of stakeholder information/data sets and fields required are of key importance.

In order to decide the type of information I would examine and consider the objectives I have created for the Seniors Expo closely. I would also consider the creation/acquiring of key data like this from the PR perspective.

As I intend to stay away from any economic imperatives or objectives in this particular special event exercise, the data-collection/ analysis will also have an unusual focus for its objectives –

So, in this exercise my objectives are for every single stakeholder, of any type:

  • to have a good time and enjoy themselves
  • so every single stakeholder wants to return for the next Seniors Expo
  • to bring all their friends, family and associates.
  1. Thus, to run the Seniors Expo event the data includes:
  • Type of Stakeholders, including:
  • client
  • potential sponsors and partners
  • target market audience/s
  • contractors, consultants, staff, essential services, government,
  • media

The essential information about the Seniors Expo stakeholders falls within the areas of the “demography, psychography and behavior”

(Masterman & Wood, 2006, p. 160).

The Max Planck Institute (2015) operates “Online Social Networks Research” and freely provides many great tools. Using tools like these would be a great advantage. (see screenshotmaxplanck2015).

  1. To assist to achieve business goals
  • About the Market
  • size
  • types of prior attendees
  • who those prior attendees are
  • advertising forms that successfully reached those prior attendees
  • “any product preferences and buying patterns” about those prior attendees

(Masterman & Wood, 2006, p. 160)

  • prior media relationships and responses, contacts
  • About the Environment
  • Relevant weather patterns
  • Relevant Transport and parking resources available
  • any positive or negative feedback from those prior attendees
  • any information about the prior event
    • good news
    • any problems, especially emergencies, disasters

So, the creation of these, and any other databases, that can contribute to the event’s “effectiveness”, and its “efficiency” of operation (Masterman & Wood, 2006, p. 160).

……………………………………………………………………………………………

How would you obtain the information for each of these data sets given you are running a non-ticketed event?

In order to obtain the information for each of these data sets I would locate the types of information Masterman and Wood, (2006, pp. 160, 161) describe, below:

Various research methods can be applied in order to collect data and much can be sourced in the public domain. Financial accounts, trading and industry figures, market trends and forecasts, government reports, trade news media and marketing news media are all useful sources of information.

With that free-to-public information, I would create a number of different databases.

This would be using tools such as that IDRE at UCLA (2015) who below explain one of their data collection and use services, the codebook (also see attached: idrechart.png):

The codebook command was introduced in SPSS version 17.

It provides information about the variables in a dataset,

such as the type, variable labels, value labels, as well as

the number of cases in each level of categorical variables

and means and standard deviations of continuous variables.

This information can be as important as the data themselves,

because it helps to give meaning to the data.  Also, this

information can help you distinguish between two similar datasets.

(Idre at UCLA, 2015).

In addition, as time goes by, I would also load into these new databases I am creating all the information I gain access to over the course of the current Seniors Expo, as outlined in my plan over the last few week’s exercises and tasks, I plan to:

  • use optional wash-off tattoos on attendees at parking, trains and entry points
  • electronically record those bar codes to provide attendance numbers – use a programme like SPSS –(Appendix 1)
  • offer these identified Seniors Expo attendees a chance in a competition linked to Instagram/Facebook/Seniors Expo website/train/bus/parking information
  • Using the data from the point immediately above, extract information from what Netbase (2015) call “social listening”.
  • All these linkages are avenues to gain more detailed information.

So they must be given a great deal of thought about the ethics of these data-gathering and ethics must play a large part in how any data-gathering is set up.

……………………………………………………………………………………………………………….. 

  1. How will you recommend this data be used following your event to assist in achieving immediate and long term goals?

The main recommendations I make about using this data are:

  1. The original data and any initial analysis be compared to actual-event, on-the-

ground findings, post-event, especially in regard to the set goals

  1. That all data be carefully recorded and preserved, including :
  • Any analytical work linking the special event objectives to the data
  • All data, in its original form
  • Any comparative post-event analysis of the data and the initial analysis in the frame of achieving immediate and long-term goals
  1. Results from the comparative exercise be:
  • Acted upon, implemented,
  • Results be analysed carefully, recorded and preserved.
  • Data be maintained within easy access
  • At regular periods, the current statistics be actively compared to the historic data
  • Ensure the research, analysis and reflection, etcetera cycle continues
  • Executive decisions and actions flow from there

Reference

ECU PRN2124 off-campus, S2, 2015. BB Week 8 lectures and activities notes.

Idre at UCLA. (2015). http://statistics.ats.ucla.edu/stat/spss/faq/codebook.htm

Masterman, G. and Wood, E. H. (2006). Innovative Marketing Communication,

Strategies for the Events Industry. Oxford: Elsevier Butterworth Heinemann.

Max Planck Institute. (2015). Website. Online Social Networks Research:

http://socialnetworks.mpi-sws.org/data-imc2007.html

Netbase. (2015). Website. http://www.netbase.com/innovation-2/brand-

reputation-social-listening-can-make-break/

SPSS. (2015) Website. Data Collection Tools. http://www.spss-

tutorials.com/spss-what-is-it

APPENDIX

SPSS: Data Collection Tools – Overview Main Features

Now that we have a basic idea of how SPSS works, let’s take a look at what it can do. Following a typical project workflow, SPSS is suitable for

SPSS – What Is It?

Week8Assignmenttaskstakeholderinfoandsets

Week4AssignmentMEDIALIAISON. AUG-SEPT. 2015 IMC STUDY SLH

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WEEK 4 ASSIGNMENT TASK

JOURNAL ENTRY 7

SUSANNE LORRAINE HARFORD

PRN2124 OFF-CAMPUS, S2, 2015.

 

TASK

COMPLETE THE FOLLOWING IN YOUR ONLINE JOURNAL.

 

  1. MEDIA LIAISON Consider the media liaison that will be required for your chosen event.

 

  1. Media coverage of the event is required prior to the event

to ensure a solid turn out by your identified key stakeholder groups.

 

  1. You also want to consider how post event media coverage can assist in achieving

your client’s business/event goals and objectives.

 

  1. Start brainstorming a list of potential media liaison strategies and tactics

 

  1. you can integrate into your event’s communication plan,

 

  1. including:

 

  1. SMART communications objectives (pre and post event media specific)

 

  1. The media angle/story/newsworthy points

 

  1. Creative ideas for media kit and invitations for media to attend event

 

  1. How you would manage media at the event.

 

  1. PR TOOLS AND TECHNIQUES

 

Attached files:

PR TOOLS (Updated 2013). Pdf. (135.028 KB)

 

…………………………………………………………………………………………………………………..

 

THE SIZE OF THE GENERATIONS(a)

Cohort Age in 2014 Population
(‘000)		 % of total population
(%)
Baby Boomer (born 1946-1966) 48-67 years 5,574 23.7

 

ABS, 2015, TALKIN’ ‘BOUT OUR GENERATIONS: Where are Australia’s Baby Boomers, Generation X & Y and iGeneration?

 

…………………………………………………………………………………………………………………

 

WEEK 4 ASSIGNMENT TASK

 

SUSANNE LORRAINE HARFORD

PRN2124 OFF-CAMPUS, S2, 2015.

JOURNAL ENTRY 7 –

 

 

COMPLETE THE FOLLOWING IN YOUR ONLINE JOURNAL.

 

MEDIA LIAISON

 

  1. SMART goals and objectives S – Specific

 

 

 

BUDGET

 

An $20,000 overall event budget means there is no money for media

So specifically manage media without paying (make media access difficult/desired)

 

= exclusive

 

Masterman & Woods, (2006, p. 55) say:

the communication objectives for event organizations

need to be set within the context of the situation analysis

and the higher level objectives of the organization.

 

 

This ‘parent organization’ does not exist. So the media liaison plan communication “higher level objectives” are to:

 

  1. make Perth, WA Seniors Expo 2015 more successful than 2014

– cause ALL stakeholders to want to return next year

– provide engaging experiences to ALL stakeholders

 

PLUS Masterman and Woods (2006, p. 55) provided key general media goal areas, to:

  1. build “corporate brand”
  2. identify “the most appropriate method, media and message to communicate with each … distinct target audience”.

……………………………………………………………………………………………………………..

Media coverage of the event is required prior to the event to ensure a solid turn out

by your identified key stakeholder groups

 

……………………………………………………………………………………………

 

  1. SMART goals and objectives M – Measurable:

Keep parent organization media costs as low as possible

 

Media Budet Prior to Event media – and PR:

 

Early media coverage should not be necessary to convince the key internal stakeholders to attend the Seniors Expo.

 

Although all will be most gratified and encouraged by positive press at any stage – both desirable responses at PR-level.

 

  1. Parent organization to negotiate & complete documentation of formal arrangments with all internal stakeholders – well-grounded relationships are good PR.

 

  1. To include all on-site or off-site signage and make sure NO associated costs is the responsiblitiy of the parent organization – clear conditions are good PR.

 

  1. As soon as possible request from Murray Street Mall an in-kind sponsorship of:
  • on-site office & its running costs
  • Suitable to house an on-site, full-time Public Officer
  • And a full-time, on-site, real-time blogger/photo-journalist
  • Both paid for by the parent organization

 

  1. First, parent organization negotiate media-advertising discounts for:

 

  • SMART goals and objectives T – Timed

Eight days of high daily cover

For the key external stakeholders listed below, broker a media-coverage       ‘deal’ where these parties divide the cost.

 

WA Government (Department of Transport), the WA Events Calendar, and the Perth City/Murray Street Mall Management.

 

This will be to each party’s advantage, a joint venture. This is a “PR action” by the parent organization (Masterman & Woods, 2006, pp. 85, 86).

 

As the event is in WA, The West Australian newspaper can produce and run daily all essential event information – in hard copy and online. The mass media exposure to be essential, factual, pragmatic, real. A set of inserts, maps and timetables – TOOLS, GIFTS, FREE TO PUBLIC – GOOD PR

 

Similar to those produced and distributed for the Royal Show each year. To appear on the weekend prior to the commencement of the Expo. Thereafter on each day of the Expo.

 

These useful guides to contain: details of the transport to get to and from the event; car parking/bike hire; a colourful, well-designed map-event-layout; of attractions, emergency assistance, toilets, Bankomats, compass points, coffee stops, et al; and a timetable of daily events.

 

 

 

  • SMART goals and objectives T – Timed

Eight days media advertising

 

 

Parent organization negotiate discount advertising in media for Seniors Expo merchandisers, sponsors, contractors, etcetera.

 

Recommend they all take out linked advertising to complement the maps and information – “PR action” of parent organization (Masterman & Woods, 2006, pp. 85, 86).

 

  1. e) RESULT

 

  • SMART goals and objectives T – Timed

Broker newspaper advertising sales – good PR:

 

Because then the newspaper may provide/contra timely editorial content

 

 

 

 

NEXT

Once the joint venture, the West Australian newspaper media guides and the media-based advertising are designed and agreed, further media coverage can be started before the event:

 

  • Early-level FIRST press releases sent out to the newspaper, local and global, other mass media:

 

  • Seek EXPRESSIONS OF INTEREST

by media partner-hosts for 2 exclusives

(completely manage the media):

 

  1. professional, continuous, live

on-the-ground

online

photo-journalism blog

(all their own equipment).

For ½ day prior to the event

each day of the event

and ½ the day after the event

 

  1. Instagram photo competition.

On-site every day

at Seniors Expo

“Authentic Italian Gelati” lounge-parlour

(all their own equipment)

 

 

 

 

 

 

 

 

 

TABLE 1: TOTAL Perth Seniors Expo 2015 in-house

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

TABLE 2: INCOME TARGETS

 

  1. At 6-months prior to event:

 

$ 500 – PR-agent: structure negotiate and broker media deal/s

  • site inspection with Authentic Italian Gelati manager

 

$ 200 – cost to run 2 ads to recruit

 

  • – top-level blogger/photo journalist
    • real-time, on-site blogging
    • photo-journalism
    • gather & compile stats
    • some liaison with media
    • answer on-line media questions
    • daily report
    • final report
    • $1,000 per 24-hour day for 9 days

 

 

  • – experienced Public Officer
    • press releases & media queries
    • gather quotes
    • answer questions
    • deal with emergencies – incl a/h
    • gather stats
    • write daily reports
    • final report
    • $500 per 10-hour day, + a/h on-call emergencies

for 9 days

 

 

  1. On weekend prior to event

 

  • assist set up donated on-site office

with blogger and Public Officer

$100

 

  • 1 X 24hour/one day blogger’s time

$1,000

 

  • 1 X10 hour/day Public Officer’s

time + a/h emergency

$500

 

  1. VIP: COST $2,300/PLUS: PRE-EVENT PR ACTIONS

THESE MUST BE included: Negotiate, confirm timetable & commit to:

 

*PUBLIC LIABILITY INSURANCE cover for 12 months – Insurance Broker

*ON-SITE AMBULANCE & staff in attendance for 7 days – St. John’s?

* How post-Public Officer matters are dealt with?

 

VIP: Share some these costs with key internal and external stakeholders! – Maximum available in parent organization contribution: $5,000

 

  1. IN EVENT – Costs allowed for here

 

In-event-time media

– Blogger/photo journalist: $8,000

 

– Public Officer: $4,000

 

TOTAL: $12,000

 

 

  1. POST EVENT?

 

  1. You also want to consider how post event media coverage can assist in achieving

your client’s business/event goals and objectives.

 

  • Announce results GELATI COMPETITION – (3RD PARTY COST)

 

  • Run END-OF-EVENT PARTY – only possible if:

– the exclusives sell

– sell party idea to one/more internal/external stakeholders

 

  • Public Officer is

– responsible to de-mob. Site office (Day 9)

– return all to Parent organisation (Day 9)

 

 

 

 

 

  1. A. SMART goals and objectives A – Achievable

 

N:B: This event is fictitious.

My media liaison plan is achievable as it is firml based on research and results:

 

BACKGROUND:

ThE Seniors Expos event started in the USA

  • Many years ago
  • It is well established in the USA
  • Last year Perth, WA held its first Seniors Expo
  • The original budget: $100,000
  • The first Perth WA Seniors Expo (2014) was a rousing success
  • More than 70,000 people attended
  • Perth, WA Seniors Expo (2014) ran for 3 days
  • Prior to Perth, WA Seniors Expo (2014)
    • Call to register expressions of interest to:
      • merchandisers
      • services
      • others

 

  • strong interest expressed
  • an excellent cross-section of businesses and services were chosen
  • excellent cross-section participated

 

  • Perth WA Seniors Expo (2014) was an IMC, structured to
    • gather all sorts of information
    • esp about their stakeholds/ registered expressions of interest audience/s

 

 

  1. SMART goals and objectives R – Realistic

 

THIS MEDIA PLAN FOR Perth WA Seniors Expo 2015 is realistic :

 

Based on these results of research and questionnaires from Perth, WA Seniors Expo (2014):

 

  • In 2014, the major audience (Seniors visitors) registered
    • high enjoyment
    • confirmed will return visit
  • In 2014, most businesses and services registered again for 2015 Seniors Expo
  • A seniors lounge for resting is needed
  • Clear directions to toilets and more toilets
  • Good-quality coffee and tea would be better. With fresh milk. And cakes
  • Gelati would be well-received
  • Competitions are good
  • Raffles are good
  • Priorities are specifics – like ‘how to get there’ – Bus/train/parking, hours, Murray Street Mall plan/map, parking, are priorities
  • WOM is highly effective in the WA seniors cohort
  • Some overseas visitors attended
  • Overseas attendees enjoyed the event
  • Higher levels of SM use by audience than anticipated

 

 

 

More Feedback from Perth, WA 2014 Seniors Expo feedback:

PR-perspective: Media value today?

Seniors like to talk. That might be good for the Seniors Expo…. but –

 

Seniors pick up on things as they have been around a long time. They like facts, information. They like to read and they, still, work hard. And though optimistic and grounded, they are quite cynical and worldly. Australian seniors came of age in Vietnam War era.

 

Sometimes seniors see being featured by the mass media can have negative connotations: editorial bias, being preferred, or granted, unfair favours, veniality, too-close associations with big business.

 

Australian seniors historically donate generously, yet now some ‘not-for-profits’ and ‘charities’ have lost credibility with them.

 

PR VIP Australian seniors automatically assume this Seniors Expo is created by a ‘caring’ organization. So credibility is really important here –

 

 

NOTES

 

Note to self: 1. In considering the media liaison (find definition?)

that will be required (why? Is it – media/ will it – be required?)

for your chosen event. (generating high public discussion/ W-O-M is best)

 

 

  1. Media coverage of the event is required prior to the event to ensure a solid turn out

by your identified key stakeholder groups

 

  1. Start brainstorming a list of potential media liaison strategies and tactics – DONE

 

  1. you can integrate * into your event’s communication plan, including:

 

  1. SMART communications objectives (pre and post event media specific)

 

  1. The media angle/story/newsworthy points – DONE

 

  1. Creative ideas for media kit and invitations for media to attend event – DONE – WILL GRANT INTERVIEWS IF FORMALLY REQUESTED

 

  1. How you would manage media at the event – DONE – EXCLUSIVE, MANAGED COVERAGES ONLY ALLOWED ON-SITE

 

  1. PR TOOLS AND TECHNIQUES – DONE

 

Attached files:

PR TOOLS (Updated 2013). Pdf. (135.028 KB)

 

…………………………………………………………………………….

Key Stakeholders

 

Internal:

  • Seniors Council of WA Management

 

  • Perth City
    • Murray Street Mall Management
      • Seniors Expo liaison office/ers

 

  • Other Internal Stakeholders, including:
    • Staff
    • Consultants
      • Insurers
      • Risk analyis
      • Caterers
      • Printer
      • Merchandiser-groups
    • Current sponsor/s

 

 

External:

  • Spectators/atttendees/participants
  • WA Government
    • Department of Transport – bus, trains
  • WA Mass media
    • News
    • Magazines for seniors
  • Trade Press – local, national & international
  • WA Events Calendar
    • VIP – work together with Seniors Council

& Murray St Mall

decide the year-season/date/specific-area of Mall

 

 

 

 

 

Reference

ABS. (2015). TALKIN’ ‘BOUT OUR GENERATIONS: Where are Australia’s Baby

Boomers, Generation X & Y and iGeneration?

http://www. abs.gov.au/ausstats/abs  

 

@          

 

nsf/Latestproducts/3235.0Feature%20        

 

Article12014?opendocument&tabname=Summary&prodno=3235.0&issue=2014&num=&view

 

 

ECU PRN2124 off-campus, S2, 2015. Lecture and activities notes, Week 4.

 

 

Masterman. G., and Woods, E. T. (2006)

 

 

 

NOTES

 

THOUGHTS TO CONSIDER

 

$20K = TINY BUDGET

LOOK AT MERCHANDISER LIST

 

  • WORK WITH THEM TO JOIN/USE THEIR MARKETING ADVERTISEMENTS
  • DITTO CONTRACTORS ETC

 

FIND OUT HOW MANY SENIORS IN WA ATM?

HOW MANY SENIORS VOLUNTEERED IN SYDNEY OLYMPICS?

 

 

BUY A CHAIR FOR THE WEEK – $5 PER DAY?

 

UPPER AREA FOR KIOSKS TO EAT AND WATCH

WHAT IS GOING ON BELOW

 

Oldest & youngest Senior who visited last year

 

  1. Road WEAR SOMETHING CR NO MATTER HOW OLD AND TAKE A PIC OF YOU AT THE SHOW – FOR THE photo competition. YOU WILL RECEIVE A RECORDING. RECORDS

BOOK TO RECORD COMMENTS

& RECEIVE PHOTO

 

Professional Blog writer for 7 DAYS OR WHATEVER (Like LISA VINHOS’ site)

Handwritten entries will go into paper journal but then be translated onto blog (or snapshot).

 

WITH ENTRY TICKET A FREE GELATI

 

FREE BUT IF ELECT TO CONTRIBUTE $2 TO GO TO THE EVENT –

FILL OUT DETAILS – COLLECTED BY HOMELESS

WILL GET 2 X FREE GELATI PLUS VISIT TO

THE GELATI REST STOP

OLD ITALIAN MOVIES

 

A/C COMFY SEATING AT CORRECT LEVEL

CHAIRS AND TABLES

 

 

GELATI TRUCK GOING ROUND

TEST

STAND-UP BIKES

3-WHEELERS

ELECTRIC BIKES

ETC

 

TRAVELATOR LENGTH OF MALL

ULTRALIGHTS

SKYDIVING

GENTLE RAPIDS

CIRCUS

TUMBLING

YOGAS

MEDITATION

DRUMS

SINGING A long at night

BUSH WALKsf

AMERICAN SMOKE LODGE

Magnetic numbers and letters on a big board

Meeting post/place for photo shoots and FB images

 

 

Aside