CEM 160 - Week Three

Marketing
25 February 2014

Guest Lecturer: Amy Weeks
Event Design and Proposal

Process

Brief 

Understanding 

Mind Map 

Get Creative 

Proposal 

Presentation 

Use the 6 segment model:

STRATEGY - SMART STEEP SWOT. Main Aims and objectives

CONTENT - The design

PEOPLE - Stakeholders and how they will be engaged. Use stakeholder analysis: influence X interest

OPERATIONS - Provisional schedule. Health and safety. Don't show a full risk assessment without showing how you'll over come the risks, you don't want to highlight any problems.

FINANCE - Budget(Projected in proposal)/Fundraising/Sponsorship/Income - include in kind sponsorship with monetary value.
Deciding on supplier - Value for money - 3/4 quotes and ask for competitive prices
Add 5-10% safety blanket just in case

MARKETING - Marketing Strategy/Target Market/Statistics to back up Proposal-Market Research/How to reach Target Market
Checklist:

• Marketing Objectives - SMART 
• Communication Strategy -  What to communicate 
• Marketing Tools - How to reach
• Key Strategies/Initiatives *Before/During/After*
• Budget Plan 

Finally - Include: 

Evaluation - How to measure success - evaluation plan

Sustainability - Plan - local sourcing, recycling, car shares 

1/2 page on each section -  6 or 7 pages all together 

CEM 140 - Week 2

Understanding Cultural Organisations
17 February 2014
Guest Lecturer: Clare Eason-Bassett

Introducing the 6 Segment Model

Strategy:

Aims and Objectives - achievements 

What are we trying to achieve 

Who is involved - Directors

Who is the leader

Ethos of project - Spirit

Approach to delivery 

Intended impacts and outcomes 

How does the event fit into the organisation or wider world 

What are the Strategic Risks

Content:

What happens at the event

Visitor or guest experience 

Component parts

Elements consistent with strategy and ethos - WHY

How content effects dynamic 

People:

Leader?

Working on the project 

Who is involved in any way

Who is directly affected - local residents

Who can influence success or failure

Who benefits from it 

Who will make it happen

Marketing:

Audiences must see marketing 7/8 times before taking action 

Who are you trying to reach

Target audience  - BE SPECIFIC 

What doe target audience want or need

Why should the come

How do they prefer to perceive information

The experience starts from the moment they see marketing  - setting the standard

Marketing material must be consistent 

How to reach target market

What will influence them 

Operations:

Right place, right time 

Who is doing what, when, where and to whom

Operations needed to deliver event 

Risks 

How to address risks

How guests move about the event 

How will they get in and out 

Traffic management and public transport 

Legal aspects to comply with 

How to run on the day - SCHEDULE

Finance:

How much will the event cost

How much for a ticket

Can target market afford it

Does it represent value for money - Cheap event considered crap

Other sources of income

Funding bids

Manage contracts in order to manage cash flow

Control expenditure

Who is responsible 

How to communicate finance - ACCESSIBLE 

Notes:

Layer up - Sustainability 

S - Triple bottom line and the future

C - Programme. Future activity and resources

P - Travel Strategies and commitment of the team

O - Waste disposal and use of resources

M - Use of resources and selling point 

F - Cover costs and repeat event. Costs of being GREEN 

Layer up  - Creativity 

S - Combine partner strategies 

C - Event design 

P - Creativity in staff

M - PR stunts 

Layer up - Accessibility 

S - Approachable to wider market

C - Accessible in event design - DISABILITY 

P - Legal responsibilities and wider audience 

O - For accessible event 

M - Approach wider market

F - Funding opportunities

External Environment 

Strategies - Partners and Competitors are following - Social media/Government funding 

Competitors - Wider world 

Evaluation 

Qualitative and quantitative evaluation 

Attract Target Market?

Stakeholder happy?

CROSS REFERENCE MODELS 

Porter's 5 Forces 

STEEP

SWOT

Tuchman 

Maslow

Creative Problem Solving 

Reference: Eason-Bassett C (2014) The 6 Segment Model. Falmouth: Falmouth University


SEMINAR
Project Management Tool: Fish bone Diagram, Mind mapping, GANTT Charts, Organagrams