CEM 150 - Week Three - Seminar

Professional and Practical Engagement
28.02.2014

Sponsorship of Events
Can be monetary or inkind
Central to revenue and resources of new and continuing events

Sponsorship is a strategic marketing investment mad by a sponsor
Not a donation or grant
Working business partnership
Sponsors get direct impact on brand or sales

Can Cover:
Naming Rights
Media Coverage
IT Support
Physical Items
Travel
Speakers
Staging/performing costs
Telecommunication
Overall Sponsorship
Food/beverage
Entertainment

Motives:
Brand/corporate/social Objectives
Product/brand Related Objectives
Corporate Hospitality
Media Coverage
Sales Objectives

Evaluation:
Demonstrate Gains
Value of Free TV
Column in Press
Consumption of Goods at Event
Purchase of Merchandise at Event
Spectator Figures
E-Activity
Sponsor Survey
Product Survey

Fit for Purpose:
Festival = Drinks Sponsor
Timing
Nature of Event fits with Aims of Sponsor

Proposal:

• Tailor to Business Category 
• Partnership
• Minimise Risk 
• Media
• Sell Benefits not Features 

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 160 - Week Two

Marketing
18 February 2014

Robert Rush -  Guest Lecturer
Market Research
Considerations:
People and communication
Systematic and objective
Instils change
Provides direction

Useful Websites:
Rajar - Radio figures
National Readership survey - Newspaper figures
Broadcaster's audience research - TV figures
Raosoft - Reliability (testing?)
UK centre for events management
Eventia - Secondary research

Ask yourself:
What do you need to know?
Who has the information?
What will he/she use it for?
What type of information do you need?

Market Research:
Desk research - Secondary
Quantitative data - Charts and graphs
Qualitative data - Subjective
Product testing
Ethno graphic
Mystery shopping
MROC's and community

Collecting data:
Sampling - Cohorts/Frame, How many interviews or cases, screening/qualification
Timing
Proof/Validation
Recording/Sorting data

Seminar 

Conducting a Survey 

1) Analyse problem/set objectives - exploratory research 

2) How will it be administered

3) Identify sample

4) Conduct questionnaire - put difficult questions at the end after trust has been built 

5) Collect data 

6) Process data 

7) Interpret/report findings

Questionnaires:

• Relevance 
• Clarity 
• Brevity 
• Impartial 
• Precision 
• Inoffensiveness 

Types of question:

Open ended 

Closed 

Multiple responses 

Scaled Questions 

Preference

ACORN http://acorn.caci.co.uk/

CEM 160 - Week One

Marketing
11 February 2014

E-book
Creative Arts Marketing
O'Sullivan, O'Sullivan and Hill
Evolution of Marketing
WORDY AND HEAVY
Arts organisations supply a cultural product and must compete for the consumers attention.
*Making the arts available - Interesting chapter

Thinking BIG - BEST ONE
http://www.a-m-a.co.uk/downloads/ThinkingBig_2010.pdf

The Purple Guide
http://www.hbaa.org.uk/sites/default/files/130513-New%20Purple%20Guide%20Release.pdf

CEM 150 - Week Three

Profession and Practical Engagement
24/28 February 2014

Lecture  - Electric Beach
7/8 June 2014
Watergate Bay
Newquay
Grandmaster Flash

CEM 150 - Week One

Professional and Practical Engagement
10/17 February 2014

Group Dynamics

• Formal groups - defined roles
• Informal groups - shared interests/comparison 
• Group behaviour - Group norms/trust/decision making - IMPROVING - Brain Storming, Nominal Group Technique, Delphi Technique 

Tuchman 

Forming 

Storming

Norming 

Performing 

Ajourning 

*Mourning 

HANDOUT
Managing teams and groups
Maslow

CEM 140 - Week 3

Understanding Cultural Organisations
Monday 24th February

Human Resources Practices
Hard Practice:
The Michigan Model 
Employees are told what is required and given the training and resources
Good pay and clear objectives

Soft Practice:
Harvard Model
Holistic
Work life is fulfilling and growing
Treating employees as valuable assets
Self assessment
Peer reviews

UK Law
Job descriptions can be told rather than written down
Can be implied
Concise written contract of employment

Performance Management 
One to One's
Appraisals
Task management
Communication
Target setting

Effective change
STRATEGY
STRUCTURE
SYSTEM
Must change all 3 to be effective, will not work alone