event proposal / Strategic analysis PART B only - 1500 words

EVN301 Event Policy & Strategy 1

EVN301 Event Policy & Strategy 6

Event Policy and Strategy

Assessment 2 – Part A

Maxime Marin

Torrens

Step one – Design your event concept:

‘Know your town' is an exhibition at Waverly Library Galleries in the first week of November 2019. This art exhibition has been planned with the sole purpose to depict the history of Waverly to a new generation through pictures and videos available of major events, incidents and significant individuals who played a major role in shaping the current form of the area. The event is planned for the local community, for rewinding their memories for their beloved city. It will create a sense of ownership and love in the citizen for the place they live in. It is normal to love the place where one lives but having a responsible attitude towards that place is what makes people civic and creates a civic sense of patriotism (Denson, 2019). The event will have been approved by Waverly council after it fulfilled all the requirements of the council. The exhibition, if not for profit, is to serve the purpose of reconnecting with the history and roots of this city with its citizens. It will focus on remembering the key figures in the history of the city and lay a tribute to them for their struggles, contributions, and sacrifices for the city. The location of Waverly Library Galleries has been decided for exhibition because of its legacy and impact on the local community.

Step two – Identify stakeholders:

The key stakeholders for this event will be city administration, sponsors, local residents, and students from local schools, church administration and the team putting this exhibition into reality. The administration of Waverly council holds a significant position for this event because they will approve this event (or not) and allow it to happen by their rules and regulations. Since it is a not-for-profit event, hence sponsors stepped in to provide the resources needed for realizing the event in exchange for their public images and advertising. Local residents will be the main audience for the event, families, children, youngsters, academics, intellectuals and local people will attend the event for their love for the city. Students will be invited through their schools so that they can learn about the city and its history. Leaders from the church will be invited to share their history of the city. The demographics targeted for this event can be divided into two groups, one of those who are contributing towards the portrayal of the event. Local photographers, art lovers, newspapers, news agencies, libraries and people who have a collection of old photographs, videos and other such material about the history of the city will be collected. Their participation will enable this event to happen. On the other hand, the rest of the community including local residents, especially children, and young students will be encouraged to engage and participate in their learning and recalling of the history of the city (Prokofieva, 2018).

Step three – Event execution:

The exhibition of ‘know your town' will be conducted in Waverly Library Galleries. This assessment assumes that the event has been approved by Waverly council as the event fulfilled all the requirements of the council for a non- profit- event. The permission for conducting the event at the required place was put forward after proper planning.

Timeline	Notes	Planning activities
November	12 months prior event	Choose date / location Collect past year data and determine how the event can be beneficial Approach sponsors
November -February	9-12 months prior event	Focus on set objectives (communication, awareness, number of sales, potential new partners) Listing exhibition requirements Confirm exhibition location Create calendar and deadlines for payment Create marketing plan and activities (for pre, at and post-show)
February -Mai	3-9 months prior event	Focus on marketing strategy (e-mails, campaign, advertising) Meeting to discuss exhibition layout Developing a message for the event
Mai -August	3-6 months prior event	Meetings on staff requirements ( schedule and training session) Focus on rules and regulation, council approval, site service arrangements and payment deadlines Service and public transport mapping Confirm and list goods for the exhibition
August -October	1-3 months prior event	Focus on marketing activities Create training and briefing sheet Schedule meetings with local business / clients
October -November	1-2 weeks before the event	Staff/ volunteers training Confirm shipping dates of goods for the exhibition Audio and visual equipment testing Last minute supply (cleaning, tape, pens, etc…)

The facilities required for this event are a place to showcase the pictures and videos depicting the evolution and legacy of the area. These pictures and videos have been collected in a large number of different photographers, media houses especially newspapers, news agencies, individual collectors and some from library archives. Finances are required to put the event in shape and it has been made possible through sponsors. Some local brands have teamed up with event planners. Apart from these facilities, an important individual in regard to political and social standing in the city is required for opening the exhibition. Media houses will be invited to cover the event. The planning timeline started with deciding what kind of event it will be. Among multiple options of exhibition, conference, and concert, the exhibition was selected. Then the theme of the exhibition was decided and based on it, work was divided among all team members including event planning, event coordination, finances and funds, communication, advertising and public relations, security and event management. The marketing plan for the event comprises creating a social buzz through social media platforms including Facebook, Twitter, Instagram and then creating word of mouth among local residents. Another tool employed is posters at public places including general stores, schools, football matches, and church. It will helped spread the word of the event without employing many resources (Ovanes, 2013).

Step four – Event feasibility:

‘Know your town' is a not-for-profit exhibition for connecting with the history of the area that covers Waverley Council. This event will not charge any admission fee for its participants and audience. The pictures and videos and other art collections for the exhibition have been shared by news agencies, photographers, library and individual art collectors without any cost with a guarantee that their items will be returned in perfect condition. But some finances were still needed for realizing the event for which sponsors were explored. Local brands have sponsored the event and have provided the required resources for the event in exchange for their advertising at the event in a minimal manner.

In regards to the SWOT analysis, the strength of the team managing the event is its ability to coordinate their actions and employ their skills to successfully plan an event. Effective networking has also enabled the team to gather up antique and historic pictures videos and films about the town. The event will be a unique cultural exhibition contributing to the legacy of the area. A weakness for this event could be people flow. As the event is expecting locals and school students, agreements and booking should be consider to avoid a crowded venue. Opportunities are presented by the Waverly council with its encouraging policies. As the event would contribute and educate the local community, we hope the event will attract communities from other neighborhood and become sustainable. A possible threat could be weather conditions or an unfortunate incident before the exhibition which could delay it or put hurdles in its realization in a successful manner but preparations have been made to handle them. Hence there is a high probability of its success (Morpus, 2019).

References Denson, M. (2019, October 28). Waverley Library Galleries. Retrieved from Waverly Council: https://www.waverley.nsw.gov.au/recreation/arts_and_culture/waverley_library_galleries Morpus, N. (2019, August 29). How to Plan an Event: A 10-Step Guide. Retrieved from Capterra: https://blog.capterra.com/how-to-plan-an-event-a-10-step-guide/ Ovanes, J. (2013, May 8). 12 Steps to Organizing Your Event with Zero Budget. Retrieved from Weemss: https://weemss.com/blog/2867-12-steps-to-organizing-your-event-with-zero-budget/ Prokofieva, I. (2018, September 25). 10 Tips for Organising a Successful Event. Retrieved from Cultural Partnership: https://www.culturepartnership.eu/en/article/10-tips-for-successful-event Waverley Council Events Policy Retrieved from http://www.waverley.nsw.gov.au/__data/assets/pdf_file/0014/15530/Events_Policy_Approved _October_2015.pdf