Assessment Context This assessment task will allow you to demonstrate your creativity, strategic thinking and knowledge of the events industry. Your challenge is to design a response to a creative brief from your client. Your response will outline your suggested event concept that will help your client achieve their objectives. You will need to use your research skills, subject knowledge and creativity to design an event concept that you believe will fulfil your client’s brief to an industry standard. You will need to demonstrate to your client that you understand their challenge(s). You also need to demonstrate that you have used research to design an event concept that is relevant and is based on your understanding of their target demographic, objectives and budgetary constraints. Through designing your response, you will show evidence of strategic thinking by demonstrating that your concept has been designed on a foundation of research. You will also prepare your response to an industry standard utilising your creativity and knowledge of the industry. This assessment task will allow you to demonstrate your ability to use client feedback to develop an event proposal in line with industry standards. Your challenge is to consider client feedback and combine it with the concepts that you have learnt in this subject to develop an event proposal. Your event proposal must demonstrate that you can use industry concepts and knowledge to achieve client objectives. You will need to demonstrate an understanding of their target demographic, objectives, staging and budgetary constraints. The design of your event concept proposal will show evidence of strategic thinking based on your research. You will also prepare your proposal to an industry standard drawing on your creativity and knowledge of the industry. You should organize a sport event with the fund-raising programme. Client brief/ background information: Your client is “Greater Local Council” and they are based approximately 50km from the capital city of Melbourne. They have a population of approximately 150,000 people, the majority of which are families with primary school age children. Greater Local Council is a very beautiful area. It has a major river that runs through it and is home to numerous sports fields and green open spaces. The river has a boat ramp, play equipment, BBQs and amenities. The sports fields have amenities blocks and lots of wide-open space. They also have a town hall that will hold 400 people. The Council has approached your event management company as they do not have an event team of their own and they do not have the human resources to run events themselves. They are relying on your expertise in this area. They have come to you as their Council has recently been amalgamated (two smaller councils were joined together). As a result, they feel that there is a lot of negativity in the community. The Mayor has suggested that a community event might be a good opportunity to unify the city and create some positive outcomes for the local community. They would like you to come back to them with an initial concept that will showcase the city whilst building a positive sense of community. They are open to your advice on when and where the event should be held. Should you be successful in getting their approval to proceed, the Council would give you a budget of $30,000. They do understand that this is not a large event budget. Therefore, if your concept requires further funding, you should lead them to understand where they could source additional revenue. You should develop an event concept proposal. Greater Local Council would like to present your event concept proposal to the Councillors at their next meeting. Therefore, your proposal must provide sufficient detail, be logical and demonstrate an understanding of event staging to industry standards. Assessment requirements You are required to: • Write a report that outlines your event proposal and importantly, demonstrates to your client that you have the knowledge to stage their event for them. • Conduct appropriate and extensive research about your concept using industry resources • Describe the event concept in terms of Goldblatt’s five W’s: what, where, when, who and why • Conduct research that will help you understand your target market and what their event needs are. This should use academic and industry resources to outline your target market in detail. • Outline your suggestions to the Council (no more than 5) and support these ideas by referring to your research. • Provide detail on the theme for the event and show how this new and unique event concept will appeal to the target audience and help achieve your client’s objectives for staging the event. • Discuss any potential risks, issues or considerations that your client should be aware of. Layout • Your assessment should contain the following sections: • Introduction – Discuss the brief and any research or insights that you think are relevant to address it (100 to 120 words). • What – The style of event that you are proposing. A draft run-sheet would help your client visualise what you are suggesting (50 to 100 words). • Where – What location in Greater Local Council should they use? (50 to 100 words). • When – What is the timing for this event, i.e. what season or month? (50 to 100words). • Who – Target demographic, stakeholders and other relevant parties (50 to 100 words). • Why – Reasoning behind your event concept. What are your objectives? What aremthe desired outcomes or key success factors that will indicate the event is successful? (50 to 100 words). • Theme – Describe the event theme in terms of style, colour, set and décor. This section should include visual aids (100 to 120 words). • Timeline – A table or chart (i.e. mini Gantt Chart) detailing the major milestones that the event team will need to achieve in order to deliver the event on time (50 to 75 words). • Risks and other considerations (50 to 100 words). • Budget – A broad discussion on how the budget will be spent or where additional revenue will come from (50 words). • Conclusion – Wrap-up. Leave your client excited about the opportunity of working with you (100 words). • References – Please reference relevant definitions, concepts, secondary research using APA 6th edition style of referencing. • 1000 words
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