Practical Guidelines
Submission Date: 3/6/15
MAC 207: Event Management: Planning, Execution & Marketing
Cover Page
Prepare a cover page with the name of the event, title of the document
and period that the plan covers. Include your event logo/visuals and your
contact details
Contents
Create a contents page to ensure the plan is easy to navigate. List the
chapters and chapter contents with page numbers shown alongside
If appropriate, indicate the distribution list
Ensure that you date the plan
Executive Summary
The executive summary should extend to no more than two or three
pages and should contain an overview of the following:
What the event is
The events vision & mission
Its objectives
When and where it will take place
Why the event has been developed
Who the event aims to attract (the market)
What the key benefits of hosting the event are to the community,
sector, stakeholders, etc.
Statement as to the estimated event income and expenditure
Business Plan review (i.e. plans for monitoring and updates)
What the main sections of the Business Plan are
1. Background & History
This section should include information on:
Event History is this the events first year; where did the idea
come from; have there been similar events; has it previously been
staged elsewhere; what kind of event is it; who does it attract?
Present your SWOT analysis
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2. Event Overview
Restate your vision and mission
Key Objectives clearly state the key objectives and how each will
be delivered. Set timescales and identify who each action will be led
by (i.e. which organization/individual)
The Event describe the event and its various elements in more
detail. Give an overview of the intended event content/programme
and any new developments
Target Market give an outline of the existing
audience/spectator/participant profile (if there is one) and state
targets for growth and development
Stakeholder Involvement and Benefits describe the involvement
and benefits each stakeholder should expect (event partners, public
funders, sponsors, supporters, host venue/city, the local community,
etc.). Make sure you state where the event and stakeholder strategies
align
3. Event Requirements
This section should outline what is required on an operational level to
deliver the event:
Facilities what facilities are required in terms of public utilities,
accommodation (on and off site), catering, communication, other
technology (such as timing equipment for sporting events), etc.
Services what services will be required and who will provide them:
medical, police, child protection, fire, traffic management, health &
safety, security, media, etc.
Production detail the production equipment required such as
power, fencing, staging, sound, lighting, vision, heavy plant, etc.
Legal & Insurance consider the implications of contractual
arrangements and the necessary insurance required to cover all
aspects of the event
Etc
4. Marketing & Communications Plan
This section should describe who your audience/participants/spectators
are and how you will reach them:
Situational Analysis provide outline information about existing
audiences/participants/spectators; strengths, weaknesses,
opportunities and threats with specific reference to the marketing and
communications effort
Targets identify primary and secondary target markets for each
year of the Business Plan
Marketing Strategy set aims, objectives and achievement
strategies
Communications/Media Strategy outline the key communication
messages and how they will be delivered against a timeline
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Marketing Action Plan plot activity against a monthly timeline
Budgets and Resources show how you will finance and resource
the plan
Monitoring, Research and Evaluation set out how you will
monitor and evaluate the success of the Marketing and
Communications Plan. Describe how you will research and monitor
your audiences/participants
5. Financial Plan & Considerations
This section is crucial. You need to show that the event is financially
viable and achievable.
Income and Expenditure Projections present detailed event
budgets and cash flow projections for the period of the plan
Budget Notes as necessary, explain how you have arrived at these
figures; explain any assumptions that have been made; give
information about funders commitments
Revenue Plan outline targets and strategies for securing funding
and sponsorship and other incomes; include expected time scales and
contingency plans
Investment Appraisal what value for money does the event bring;
who/what benefits and how will this be monitored
Economic Impact Estimation the additional income that holding
the event will bring to your area/economy
6. Risk Management
In this section you should explain how you will address the Risk
Management process:
Risk Factors identify key risk factors (e.g. with respect to your
objectives, programme, finances, operations, reputation, legal,
audience, health & safety, etc.). Show how you will manage and
mitigate risks and provide an initial risk assessment
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