3. Strategy Development 小美女 – Xiǎo měin (XM)

Your team is to develop a strategic event plan to guide the implementation of a special corporate event supporting the business goals of a corporate client. You will also develop a brief Sponsorship Proposal for an identified potential sponsor of this event.

• Event and Communication Goals

Event Goal: The event goal for the Xiǎo měin 19 February 2015 launch event is to establish Xiǎo měin in the Australian physical and online fashion marketplace.

Xiǎo měin’s associated corporate goal is for her women’s fashion apparel business to be commercially successful in the burgeoning Australian physical and online marketplace.

Communication Goal: The communication goal is for Xiǎo měin’s cultural commodities to be understood, accepted and desired by the Australian physical and online marketplace.

• Target Audiences and Key Stakeholders

Target Audiences: The Xiǎo měin event’s primary target audience is approximately 4 million middle-class Australian girls and ladies aged 18-35. Xiǎo měin is currently totally unknown in the Australian women’s fashion marketplace, so details and key features of this audience will emerge in time.

It is anticipated that this 2015 Perth event will generate interest in the approximately 60,000 members of that primary target audience who reside in the greater Perth region. In particular the key target market sectors of Chinese-Australians, students of fashion, design, media, and drama, humanities, and residents of the affluent suburbs that surround Cottesloe Beach, the area where the launch will be held. It may be possible to also attract affluent, in-bound Chinese fashion-loving travellers. Other key audiences are the media, and the huge, global, online audience, including via Wiki, Facebook, Flickr, Instagram and similar others.

Key Stakeholders: The key stakeholders of the Xiǎo měin are, firstly, Xiǎo měin herself, her business and those of her Shanghai business that become involved, her e-business site. In-coming sponsor ECU is important, and the student of ECU, both local and global, in particular all students who enter the competition and specifically the competition winners . Further key stakeholderss are Xiǎo měin’s personal sponsor-recipient the Cottesloe Surf Life Saving Club, The Office of the Chinese Consul in Perth, the Cottesloe Council, the 2 publicists employed to rung this campiagn, the photographer and photographic stylist. The freighting office and insurance company Xiǎo měin decides to use, and any in-situ Council operatives that oversee Cottesloe Beach, including emergency, fire and police services.

• Primary & Key Secondary audience demographics & psychographics

Primary & Key Secondary audience demographics & psychographics: Are analysed in the initial pitch document, thereafter in the second presentation document. Details of the source information can be found in Appendices 1 & 2.

Strategy Development 小美女 – Xiǎo měin (XM)

• Event Concept

The event concept: Simply put, this event concept is create a gentle ‘tableau’ of garment design fusing with nature: to present Chinese women’s fashion designer Xiǎo měin to the Australian women’s fashion market on the iconic Cottesloe Beach, WA, on a Chinese festival date that is well-accepted by Australians, and to invite the Australians to participate. T

Event Planner; what, where, who, when and how (3-page format as provided)