MARK2060 Event Management

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MARK2060 Event Management

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MARK2060 Event Management

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Course Code: MARK2060
University: University Of New South Wales

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Country: Australia

Question:
Develop a comprehensive plan for an event, integrating relevant business theories, knowledge and tools, and the needs and expectations of stakeholders.

Answer:
Concept and Description of the event
In the modern world, the people of big cities such as Perth have more pressure which comes from their work and lives. They lack in their time and energy to get the healthy nutrition and take a step towards physical activities (Si, Bailie & Weeramanthri, 2010). It may cause a poor lifestyle and health issues such as diabetes, weight gain and so on. It has been analyzed that approximately eight percent of women or 205 million women are suffering from diabetes at a global level (Trainer, 2016). It created a great impact on the health of mother and child, as it may increase the risk of health and disabilities for the child in the future (Newman, 2016). Perth is one of the busy city in which people have no time to sit and think about their lifestyle (Quicke & Green, 2017). It is the opportunity for the company to organize the event in which the attendees get appropriate information and will get more attracted towards such event because, they will get know that how they can maintain a healthy lifestyle without many efforts (Van & White, 2018). This type of event will be organized by local community and cover as a part of profit community sectors. The main purpose of this event is to improve the awareness of health in contemporary life as well as with the purpose of earning a profit (Hunt, 2018). The main theme of the event is a special day for health in which it holds various health activities to enrich the healthy life of the people and make them away from the diseases mainly diabetes (Getz & Page, 2016). In the whole event, different fitness activities will be available throughout the event such as walking, dance, yoga, cycling, jogging, tai chi, running and also arrange mini-seminar about diabetes and how to fight with it (Patterson, Smith & Hostler, 2016).  In the event, various sponsors will invest and there will be a warm welcome for those, who wish to give their advertisement as they are the main source of the income. There are some elements of the event which must be designed to suit for the whole theme which has, Venues, Catering, Artists and entertainment speakers, props, scenery, Audio-visuals, sound, and light with the special effects respectively.
Mission and Objective

The main objective of the event is to deliver a healthy lifestyle to the members of Perth.
Earn profit from the event is also the objective.
The purpose of the event is to enhance the maximum sponsors to invest in the event.
Increasing maximum audience is also the objective of the event to make the event more successful (Brown, Getz & Wallstam, 2015).

Site Analysis
The venue must meet the requirement of the event. It will not only cater to the number of attendees but also contributing to the desired style and atmosphere which will make the event more successful. Kings Park is the park which is near to the city. A range of activities such as a dog, walking, cycling, jogging, rowing, and sailing are very famous in that park. Apart from the lake itself, there are some other attractions also which include the facility of sporting, ovals, playground, five kilometres of the walk near restaurant and running track (Turner, Fiske & Hodge, 2016). There are certain reasons to select Kings Park as a venue which is explained in below points:
Suitability 
The Kings Park is the perfect venue for the event, as it meets the entire requirement for the event such as classes for Yoga, Dancing shows and classes of food all these can be arranged because of the various facilities available at the King Park. The venue is highly attractive for the event because the park has a wide range of attractive spots such as oval sporting, playground, barbeque, swimming pool, and five-kilometre running track which is most popular for the dog walking and jogging. Therefore, a wide range of activity can be held or arrange in the park (Yasmeen, 2016).
Size
It has been estimated that approximately more than 10,000 people will attend the session which needs to be catered in the event. Kings Park has spread in the area of 4.06 km with comprising of lake, land, and buildings. It is also a fact that Kings Park does not even have a capacity limit like stadiums but still it suits for the events (Destination Perth, 2018).
Location
Kings Park is in the short distance from Perth CBD therefore, it is a great choice to select this as a venue. The entrance of the Kings Park can be done in different direction which can solve the issue of managing the crowd. It is located within the City of Brimbank local government area (Government of Western Australia, 2018).
Parking
There is a huge space for the parking of vehicles. The issue of parking will be removed in King Park. The parking fees will apply to all the vehicle parking and kerbside parking space within the Kings Park. The restriction of time and ticket requirement is shown on the parking signs within the park. The tickets of the event will be displayed prominently on the dashboard to avoid the parking fines (Kings Park & Botanic Garden, 2018).
Facilities
The Kings Park has a range of capacity to cater ten thousand visitors. The visitors can play around for the golf on the Kings Park 18 holes golf course. If someone is not interested in the playing golf they have an option of swimming at King Par which is very own Aquatic Centre.  Kings Park has a lake which also facilitates for on water activities for the water enthusiasts.  Go canoeing or rowing and participate in the races that take place weekly (Government of Western Australia, 2018).
Regulation
Kings Park is quite serious for their safety and security of the environment. Therefore, they have arranged the strict regulation to protect their Park. The event manager has not needed to focus on the security side of the Park as it will be protected by the authority of King Park itself. To manage the whole park in the event would be the toughest task to do (Government of Western Australia, 2018).
Alternative Sites
There are also two alternative sites which can be use for the event. The first one is Langley Park, in which park various events were held. The Park has a huge space in the central business district of Perth of Western Australia. The dimension of the park is 900*100 meter. It is the grass rectangular shape alongside the Riverside Drive. This park is also suitable for the event which is planning to be held but it is little expensive from the Kings Park.
The second is Advent Park. It is situated close to the city and also close to the hills which showcase the attractive view of the Park. It is the grassed Park with the space of ten hectares in a quiet setting. The rooms are also available in the Park with one more style of motel. The rooms for games such as pool, table tennis are also provided in the Park with 35 powered caravan sites which is situated on large and shady sites. The space of parking is also available in the Advent Park.
These two sites are also suitable for the event but the first priority would be given to the Kings Park. After the Kings Park, second priority can be given to the Langley Park and last priority will be given to the Advent Park. But these two sites could also be considered for the event. 
Market Analysis
To target the market, it is required to have a proper analysis of the market. The first thing that will be required to be focused is an analysis of potential customers in the market when will be on Boom or not. Perth is the city of Australia (Connell, Page & Meyer, 2015). People are suffering from an unhealthy lifestyle with the current population of 1.9 million especially the young generation people and ladies. Therefore, it is the competitive advantage to organize an event in Perth (Trinh & Lam, 2016).
Target Market
According to the market analysis, the young generation people and the ladies are the targeted audience from between the age of 14 to 35 which are mainly target market of business event. The main reason to target such segment is the working class ladies and young generation are getting more health conscious and even enjoy attending the event of health and fitness as they get to relax in the environment. These facts present that there can be still growing in the target market (Getz & Page, 2016).
Target Audience
The main target audience for the event will be students or young adult from between the age of   14-35 of living in the city of Perth. The outsiders will also welcome to attend the event. The main reason to target such an audience is in the belief that most of the young generation are greatly affected by the unhealthy lifestyle. They are warned against the effect of the wrong lifestyle and now a day’s young generation are attracted towards health awareness. The students will be the mainly focus in the market of Perth because during such period, the students will be on semesters break and such type of activities in the event will wake their interest as it will be sort of such event. They are young and passionate therefore, they will able to attend the whole event and can participate in the activities which will be arranged in the event. The working ladies are also the target of the event because, from the hectic schedule, they want some relaxation time to make their body healthy and relaxed. They will be also more interested to join such kind of event (Jongeneli, Pettigrew & Biagioni, 2018).
Promotional strategy
There are certain promotional strategies that will use to promote the event, thus maximum attendees will visit the event. The strategies are explained in below points:
Offline Media
Selecting media play a prominent role in the success of the event. The organizer of the event can start promoting the event in the market through the distribution of pamphlets and advertisement in a newspaper, magazines before one month from the start of the event (McDonald & Wilson, 2016).
Social Media
Social media is the best platform to reach out maximum population at limited time period as most of the population use social media. The organizer can post about the event in Facebook, Twitter, YouTube and so on to promote their event. They can create a page with the name of event in Facebook to spread awareness about the event to the maximum population (Ryan, 2016).
Live Coverage
The live commentary of the event in social media can increase the awareness about the event among the user of social media such as live tweet, share of post and so on. It will also help in covering all those individuals who were not aware of the event.
Website
For promoting the event, there will be required to make an attractive website to attract the maximum audience for the event with an effective blog. It is an effective tool for earning awareness about the event among the audience (Ashley & Tuten, 2015).
Videos
Publishing the video in social media is an appropriate method to increase curiosity among the targeted audience. The crew member can make a short film of arrangements of the event and review or opinion of some of the audience about the event which will help in enhancing the publicity among the targeted audience.
Vendors or Suppliers
There are some vendors and suppliers which are required to arrange the event. Such suppliers are explained in below points:
Distributor of Promotional Product  
In the event, the promotional product will distribute among the audience such as pens, notepads, t-shirts and so on to make the event more successful. It is required to contact with the distributor to provide such item at a minimum rate. Therefore, the company Proton Promotional will handle the promotional product (Health Fair Promotion, 2018).
Photographer
The photographer will capture the essence of an event and also give the guests a keepsake. To make the whole event memorable, it is necessary to have a photographer. Therefore, the photographer, Kate Dreannar will handle the department of photography, by capturing the moments of the event and make it more memorable.
Rental Suppliers
In the event, some of the element is design to suit for the theme such as entertainment speakers, decoration, props, sound and light, scenery, Audio-visual, and special effects. All these will be taken on rent which is necessary to arrange. Therefore, the company Cockburn will manage all such things and the equipment of the events will come from Cockburn (IAB, 2018)
Convention and Visitors Bureau
The conventional and visitors bureau will provide valuable information about the destination of the event, their services, and the facilities. It will save the time and energy for the meeting planner when needing to research the local services. Therefore, the event organizer will connect with such bureau to help in the planning of the event.
Caters
In the whole event, the stall will be arranged for the audience which will be paid. The event will be based on the health and fitness, therefore the stall will be arranged according to the theme of the event such as fruits, juices, different kind of salads,  stalls of healthy foods will be arranged in the event to motivate the audience towards the healthy lifestyle. In the event, there will be required to contact with the caterer to deliver healthy food.
Dietician
The dietician will be one of the most important vendors in the event. The whole event is based on a healthy lifestyle. It is important for the Dietician to be a part of the event. The dietician will give suggestion to the audience related to the healthy lifestyle and will provide the alternative solution of unhealthy food such as wafers, burger, pizzas and so on.
References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Brown, S., Getz, D., & Wallstam, M. (2015). Event evaluation: definitions, concepts and a state of the art review. International Journal of Event and Festival Management, 6(2), 135-157.
Connell, J., Page, S. J., & Meyer, D. (2015). Visitor attractions and events: Responding to seasonality. Tourism Management, 46, 283-298.
Destination Perth. (2018). Kings Park – the jewel in the city’s crown. Retrieved from: https://www.experienceperth.com/destination/kings-park
Getz, D., & Page, S. (2016). Event studies: Theory, research and policy for planned events. London: Routledge.
Getz, D., & Page, S. (2016). Event studies: Theory, research and policy for planned events. London: Routledge.
Government of Western Australia. (2018). Kings Park and Botanic Garden. Retrieved from: https://www.bgpa.wa.gov.au/kings-park
Government of Western Australia. (2018). Rules and Regulations. Retrieved from: https://www.bgpa.wa.gov.au/about-us/information/management/rules-and-regulations
Health Fair Promotion. (2018). Health Fair Internal Resources. Retrieved from: https://www.hap.org/~/media/files/hap/for-employer/wh-health-fair-promo.pdf
Hunt, J. (2016). Media coverage. Event Management, 13(1), 13-15.
IAB. (2018). Wellness. Retrieved from: https://www.iabhp.com/planning-a-successful-health-fair/
Jongenelis, M. I., Pettigrew, S., & Biagioni, N. (2018). Drinking refusal self-efficacy and intended alcohol consumption during a mass-attended youth event. Substance use & misuse, 53(5), 744-754.
Kings Park & Botanic Garden. (2018). Important Information. Retrieved from: https://www.hgsa.org.au/documents/item/5754
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.
Newman, P. (2016). Perth as a ‘big’city: Reflections on urban growth. Thesis Eleven, 135(1), 139-151.
Patterson, P. D., Smith, K. J., & Hostler, D. (2016). Cost-effectiveness of workplace wellness to prevent cardiovascular events among US firefighters. BMC cardiovascular disorders, 16(1), 229.
Quicke, S. P., & Green, C. (2017). Precarious residence: Indigenous housing and the right to the city. Geoforum, 85, 167-177.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. London: Kogan Page Publishers.
Si, D., Bailie, R., & Weeramanthri, T. (2010). Comparison of diabetes management in five countries for general and indigenous populations: an internet-based review. BMC Health Services Research, 10(1), 169.
Trainer, A. (2016). Perth punk and the construction of urbanity in a suburban city. Popular Music, 35(1), 100-117.
Trinh, G., & Lam, D. (2016). Understanding the attendance at cultural venues and events with stochastic preference models. Journal of Business Research, 69(9), 3538-3544.
Turner, G., Fiske, J., & Hodge, B. (2016). Myths of Oz: reading Australian popular culture. London: Routledge.
Van der Wagen, L., & White, L. (2018). Event management: For tourism, cultural, business and sporting events.  Boston: Cengage.
Yasmeen, S. (2016). The dynamics of exclusion/inclusion: Australia as a case study. In Muslim Citizens in the West (pp. 31-48). London: Routledge.

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