Develop a Strategic Plan for a Small-Scale Community Event

Scenario

You are required to develop a Strategic Plan for a small-scale community event. Existing alongside the Portfolio, the Strategic Plan should provide sufficient information and detail to allow an Event Manager to plan and operate the event in an effective way, based on the information you have provided.

You are expected to utilise the event you developed in the Event Bid Proposal. However, once you have written the Situational Analysis in the Strategic Plan, it may become apparent that you need to adjust or amend the event described in your Event Bid in recognition of the external environment, and you are free to do this.

Similarly, if you think that your event needs a complete makeover then you are free to devise a new event for the Strategic Plan.

On the LMS site for this subject there are resources provided to support the various sections in your Strategic Plan. Thus, you should access these LMS resources regularly to support you in the writing of this assignment.

Please refer to the more detailed Check List for Inclusions in the Strategic Plan overleaf to ensure you have included the key components in the document

Executive Summary: The Executive Summary is not included in the word count. The Executive Summary should provide an overview of the whole Strategic Plan report and not just selected areas. The Executive Summary should have its own page.

Table of Contents: The Table of Contents is not included in the word count. The Table of Contents should have two columns, namely the name of the section on the left-hand side of the page and the associated page number on the right-hand side of the page. The Table of Contents should have its own page.

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1. Overview of Event (approx. 250 words):
   1. Summarise the event by providing the following information:
   2. The Event Objectives

• Event Concept (to satisfy the objectives)

1. Event Overview; Details of Event Name, Event Type;
2. Target Market (demographics, geographic and psychographic identification);
3. Expected number of participants and/or spectators;

• Description of the event in terms of: Chosen Location/Venue, Date and Duration, Timing, Theme, Decor, Layout, Seating, Entertainment, Lighting, Sound

2. Situational Analysis (approx. 500 words):

A Situational Analysis allows event planners to identify the positive and negative factors in the external environment which may impact an individual event. The Situational Analysis may result in adjustments to an event’s theme, location, design or operation to ensure the event is a success (See Bowdin et al., pgs., 206-208). Select at least three (3) of the following external factors to consider in the Situational Analysis(you can also include any other factors that you have identified). Use references to other sources to support your discussion:

1. Political/legal: the decisions made by all levels of government become laws or regulations that affect the way in which people live in a society, i.e., government policies; political parties; legislation; international pressure groups; wars and conflicts; regulatory organisations; grants and other funding initiatives;
2. Economic: economic factors such as unemployment levels, inflation, interest rates/exchange rates; international monetary issues; energy costs; distribution of wealth and levels of wages and salaries can impact on the demand for events;

• Social/cultural: changes in a population’s ethnic/religious make-up or leisure behaviour. The culture of a particular place - the architecture, traditions, beliefs, cuisine and artistic skills associated; education and health; lifestyle trends; ethics; changes in value and culture; work/leisure attitudes; role models/fashion;

1. Demographic changes: the composition of society in terms of age, gender, education and occupation;
2. Technological: changes in equipment and machines for event mgt tasks. Information and communications; use of new technology; multi-media/internet; on-going innovation; intellectual property issues; global communications (also see Van Der Wagen and White, pg. 19, pgs. 73-75, pg. 91, pg. 180 and pg. 344).
3. Physical/environmental: pollution and waste generation; changing weather patterns; and,

• Competitive: other events that attract a similar audience need to be monitored including the following: comparisons with the programme and/or pricing, time and duration of other events, cost of other events, the target market of other events, and industry competitors. Other considerations include those aspects featured in Porter’s Four Forces Model (threat of new entrants, bargaining power of buyers, threat of substitute services, bargaining power of suppliers)(see Bowdin et al., pgs. 377-381; and Van Der Wagen and White, pgs. 266-267).

1. Sustainable Event Management (approx. 250 words):

• Provide an Environmental Impact and Reduction Statement (see Bladen, pgs. 378-382; Bowdin Ch 5); and,
• Explain the significance or importance of such a statement with references to other sources.

4. Legacy Planning (approx. 250 words):

• Identify the potential legacy opportunities for this small-scale community event;
• What planning is needed to maximise the legacy; and,
• What actions taken to maximise the legacy (see Bowdin et al. pgs. 212-213 + Bladen, pg. 390).

5. Financial Management for Events (approx. 250 words):

• Provide an Income and Expenditure Statement (see Bladen, pgs. 151 and Table 6.4; and Bowdin, pg. 304 and Figure 9.6).
• Include a paragraph explaining the important aspects of this statement with reference to other sources.

6. Human Resources Management and Events (approx. 500 words):

• Provide an Organisational Chart for the staff involved in working on this small-scale community event (see Bladen pgs. 27-29)
• Provide brief Job Descriptions (i.e., Job title, job summary and overview of duties) and Person Specification (i.e., required experience, skills or qualifications) for the two or three key personnel involved in planning and operating this event (see Bladen, pg. 116 and Bowdin, pgs. 328-331 and Figure 10.3; Van Der Wagen and White, pg. 439 and pg. 458); and,

• Outline the proposed strategy for the recruitment, training and retaining of event volunteers.

7. Reference List and any Appendices (not included in the word count).

Your Strategic Plan should:

• Refer to key sources to support discussion (at least one (1) reference per section);
• Be logically organised; Have an attractive and professional layout;
• Use headings, sections, bullet points, diagrams, and tables to make reading easy and information accessible;
• Contain only directly relevant information;
• Use correct grammar, punctuation, and spelling; and,
• Avoid using informal language
• The following are NOT included in the Word Count: Executive Summary, Table of Contents, References and any Appendices. (There is a +/- 10% variation permitted on the word count).