Event Promotion Plan
In developing the promotion plan, students must do the following:
Provide a capability analysis and reflection on the skills you possess that will help you execute the plan, and any weaknesses that will need to be managed during this process. This section should also identify how your involvement with this task will increase your capacity as an event management professional.
Provide background information on the event, including the overall business objective for the event (e.g., generate a profit; raise funds for a specific charity).
Conduct an internal analysis of the event (strengths and weaknesses) as well as an assessment of the external environment in which the event exists (opportunities and threats).
Identify three specific target markets (i.e., primary, secondary, tertiary) to be accessed through the promotion plan.
Determine three SMART objectives to be achieved through the successful execution of the promotion plan.
Detail specific promotion strategies to be implemented to achieve each SMART objective.
Develop an action plan including a designation of roles and responsibilities and a timeline for the implementation of the promotion strategies.
Provide a budget accounting for the costs associated with the promotion strategies outlined.
Describe a plan for evaluating whether and how the SMART objectives were achieved.
General Points:
The workshops are designed to provide additional background and guidance on the requirements and expectations for each section of the document. Workshop attendance is strongly encouraged.
Appendices, the reflection, the action plan table and the reference list are not included in the word count, however: In-text references, quotes and other tables are included in the word count.
References need to be formatted in APA-style.
