role of logistics management behind the success of the event; · i was involved in the whole event...
TRANSCRIPT
AMITY SCHOOL OF COMMUNICATON
ROLE OF LOGISTICS
MANAGEMENT BEHIND THE
SUCCESS OF THE EVENT; A STUDY OF THE LOGISTICS PLAN FOR
A 25th
ANNIVERSARY PARTY
SUBMITTED TO: SUBMITTED BY:
MISS. TANUSHRI MUKHERJEE GURNEET SINGH SAHNI
Senior lecturer BJMC-6TH
Sem
ACKNOWLEDGEMENT
Exchange of ideas generates a new objective which leads to work in a better way.
Whenever a person is helped and cooperated by other his heart is bound to pay gratitude
and obligation to them. Acknowledgement may not be more formalities but expression of
deep sense of gratitude and cumulative appreciation. This report is an outcome of the
project done by me in partial fulfillment of the requirement for the degree of Bachelor of
Journalism and Mass communication. This report bears the impact of many persons. I
would like to express profound gratitude to my advisor, Miss. Tanushri Mukherhee, for
her invaluable support, encouragement, supervision and useful suggestions throughout
this specialization research work. Her moral support and continuous guidance enabled me
to complete my work successfully.
I am thankful to my guide Miss. Tanushri Mukherjee for guiding me throughout the
desertation project. I would like to acknowledge all of my respondents who answered my
questioner.
I am as ever, especially indebted to my parents, Mr. I.S.Sahni and Mrs. Tripat Kaur Sahni
for their love and support throughout my life. Moreover, my sincere thanks go to my
friends. Finally I wish to express my appreciation to Miss. Tanushri Mukherjee, who
guided me, and helped me to overcome my doubts in completing the project.
GURNEET SINGH SAHNI (BJMC VI SEMESTER)
CERTIFICATE
This is to certify that my specialization project on ―ROLE OF LOGISTICS
MANAGEMENT BEHIND THE SUCCESS OF THE EVENT;
A STUDY OF THE LOGISTICS PLAN FOR A 25th
ANNIVERSARY PARTY‖ by
Mr. Gurneet Singh Sahni is a study on the logistics management in event
with the help of self-event logistics on 25th Anniversary party.
The study was undertaken for successful completion of third year of
Bachelors in Journalism and Mass Communication and the work has been
done under my supervision.
I wish him all the success.
MISS. TANUSHRI MUKHERJEE DATE:
AMITY SCHOOL OF COMMUNICATION
AMITY UNIVRTITY RAJASTHAN
PREFACE
Teaching in classroom is partial unless it is added with the practical
experience and training. The theoretical study made in the classroom cannot
take place of the practical in the field.
Specialization project is the most important part of learning. Learning
stagnates without practical. Practical is an integral part of technical
education. The need for practical and specialization project is all the more
essential for vocational courses like BJMC. Exposing the young prospecting
Journalist to actual media world not only broadens their mental horizons but
also helps to grasp the various angles of media. So that it stands them in
good stead when they actually come to occupy the Journalistic position. It is
precisely with this aim that a practical training obviously of small duration
had been valuable and indispensable part of BJMC degree in Amity
University Rajasthan.
The purpose of this project is to know about role of logistics management
behind the success of an event.
―This project deals with ―event management as a brief along with it various
important aspects involved in an event to flow. It also includes brief about
important people involved in the event.‖
This project includes an event logistics plan made by me i.e. logistics plan of
‗25th
wedding Anniversary of Mr. & Miss. Gill‘, A well-known couple in the
NCR region.
GURNEET SINGH SAHNI
AMITY SCHOOL OF COMMUNICATION
METHODOLOGY
Content analysis:
In this project I tried to cover all the aspects of my assignment. The best way
I found was to surf the net and take back grounders, comments from the
experts and going through various movies and analyzing them. This
assignment was full of excitement for me.
Content sources:
Newspapers, internet, magazines, experts, books
Process:
In the beginning, this project was giving me nightmares but as soon as I
began my task everything got interesting for me day by day. Many great
things were lightened up during the whole process. I was highly glad to
found the project as an eye opener for me. I consulted my mentor, my guide,
my seniors and my other colleagues. Everybody guided me with their best of
their knowledge. My personal research and surfing of net also played a vital
role in completion of my project.
I surf net and found many articles related to event and logistics, that how
event flows and what role does logistics play behind the success of event. It
was not an easy task to locate so many articles to find out the exact match
for my topic. I even read so many magazines to find about the logistics plan
and key entertainment points for 25th anniversary party.
It was very interesting by going through so many articles and gaining more
and more.
Every day I used to wake up and thought that what all changes I can bring
up in my plan and how much more interesting and entertaining it can be.
I even took suggestions from my class fellows which was somewhere also
useful.
For the event logistics plan I was also involved in the event which was held
in New Delhi, the event was about the launch of a Wedding Matrimonial
Site and its completion of 100 couple marriage. It was inaugurated by Kapil
Dev which was followed by a small duration press conference.
I was involved in the whole event and basically deal with the logistics of the
event.
The project made by me is with help of experience what I had during my
course of the study in Amity school of communication
CONTENT
1. EVENT MANAGEMENT: An Introduction
2. FACTS
3. EVENT AS A: Marketing Tool
4. SERVICES OF EVENT MANAGEMENT COMPANY
5. STEPS TO SUCCESSFUL EVENT MANAGEMENT
6. THE FIVE W‘s
7. CATEGORIES OF EVENTS
8. STRUCTURE OF AN EVENT MANAGEMENT TEAM
9. THE MAIN EVENT
10. ORGANISING AND TIMING THE EVENT (LOGISTICAL
WORK)
11. The Task of the Logistics Team
12. LOGISTICS MANAGEMENT IN EVENTS
13. Top Ten Logistics Steps For Event Coordination
14. SAMPLE EVENT PLAN
15. LAYOUT
16. LOGISTICS PLAN
17. LOGISTICS: CHECK LIST
18. LOGISTICS PRODUCTION SCHEDULE:
19. WRAPPING UP THE EVENT
20. IMPORTANCE/ROLE OF LOGISTICS: FOR SUCCESSFUL
EVENT
21. BIBLIOGRAPHY
22. REFERENCES
EVENT MANAGEMENT: An Introduction
Event management is the application of the management practice of project
management to the creation and development of festivals and events.
Event Management involves studying the intricacies of the brand, identifying the target
audience, devising the event concept, planning the logistics and coordinating the
technical aspects before actually executing the modalities of the proposed event.
The recent growth of festivals and events as an industry around the world means that the
management can no longer be ad hoc. Events and festivals, such as the Asian Games,
have a large impact on their communities and, in some cases, the whole country.
The industry now includes events of all sizes from the Olympics down to a breakfast
meeting for ten business people. Every industry, charity, society and group will hold
events of some type/size in order to market themselves, build business relationships, raise
money or celebrate.
We have always been fascinated by fashion shows, award ceremonies and glamourous
parties, here's a reality check—Making all these fantastic events happen requires a great
deal of effort, expertise and experience. Now if that appeals to us, consider taking it up as
a career, in a rapidly growing industry called event management where most of the
activity takes place behind the scenes.
Event management has come to a mature age in this country.
With increasing importance on entertainment, event management is gaining
momentum.
A high-end hit or a small gathering: an event professionally managed is the need
of the day.
Just the reason that has invented the event management industry.
But a glamorous event on the outside does not mean the same on the inside.
It involves a lot of hard work, long hours, odd hours, travelling to various places.
Sometimes the preparations can go on endlessly for days together. If we are
in charge, we ought to supervise and be sure that things are going on in
accordance.
It is evident that an event is a package so organised as to provide,reach and live
interaction between the target audience and the client to achieve the desired impact.
The population of the target audience that the event is exposed to is called the Reach of
the event.The live interaction process strengthens the possibilities of mutually beneficial
transactions occurring in tune with the desired objectives for the event.
"Events begin where the glamour ends," Brian Tellis, director of Fountainhead, an
event management company. "Event management is the most intimate form of marketing.
It is a controlled activity aimed at the target audience." According to him, events have
always been there. Any form of event management as a profession was mostly meeting,
organising and project planning.
Through events, we can select and reach out directly to our target audience, we can
control our budgets and at the end of the event tangibly analyse if the event was a success
or not," says Tellis.
"This is quite difficult, say, in mainstream communications, where the results are
intangible and we are not sure who is seeing it and whom the communication reaches out
to."
FACTS
Dr. Hoshi Bhiwandiwala,, dean and director, National Institute of event management
points out that “An event is the successful implementation of a vision; the event
manager brings an event to reality by a skillful blend of ideas, creativity, logistics,
budgets, permits, people, performers, publicity channels, the market. Precisely
organising these, results in successful event— A fulfilled vision.”
Today event management is emerging as a top industry, growing at the rate of 35%
proving to be a very lucrative and rewarding one.
Deepak Choudhary, managing director, Greycells Entertainment which operates
EMDI Institute of Media and Communication, feels that the event management
industry is growing and in the last five years it has taken a different shape altogether.
The Indian event management industry is poised to clock a CAGR of 18%, increasing
from Rs. 8 billion in 2007 to Rs. 24 billion in 2012.
Today it is much more professional and more organized a sector than, say, a decade
ago. Event management started the moment multinationals started pouring in when
our markets liberalized in the 80s," says Tellis.
Kunal Bhandula, director of Opus Planet, says it is difficult to pinpoint exactly when
event management broke away from mainstream course and started carving a niche for
itself in the industry.
"I think it was around 1996 that it rapidly gained importance as a professionally
managed niche of marketing," he says.
EVENT AS A: Marketing Tool
Event management is considered one of the strategic marketing and communication tools
by companies of all sizes. From product launches to press conferences, companies create
promotional events to help them communicate with clients and potential clients. They
might target their audience by using the news media, hoping to generate media coverage
which will reach thousands or millions of people. They can also invite their audience to
their events and reach them at the actual event.
SERVICES OF EVENT MANAGEMENT COMPANY
Event management companies and organizations service a variety of areas including
Corporate events such as:
Product launches,
Press conferences,
Corporate meetings and
Conferences,
Marketing programs such as:
Road shows,
Grand opening events,
Special corporate hospitality events like:
Concerts,
Award ceremonies,
Film premieres,
Launch/release parties,
Fashion shows,
Commercial events,
Private (personal) events such as:
Weddings and
Bar mitzvahs.
Clients hire event management companies to handle a specific scope of services for the
given event, which at its maximum may include all creative, technical and logistical
elements of the event. Or just a subset of these, depending on the client's needs,
expertise and budget.
ROLE AND IMPORTANCE OF EVENTS
Over the last few years, the number of Entertainment and community Events subsidized
by enthusiastic advertisers has increased. They apparently recognize this as a New Media
form possessing the unique ability to break through the clutter of thousands of
commercial messages that bombard customers daily. An Event can enhance and link
other elements of a Promotional Mix Advertising, PR, Sales Promotions and Direct
Marketing-to create a singular, high visibility experience for the customer.
STEPS TO SUCCESSFUL EVENT MANAGEMENT
A team event of any size requires considerable planning to achieve successful delivery.
There are five key steps to creating a successful team event. The first 3 steps are focused
on preparing the event. That's because the preparation is often the most important
element in delivering a successful team event.
Step 1: Define the Outline
it‘s important right away to define the event. It's essential to decide the aims,
outcomes and style of the team event, as well as the logistical details such as
times and locations. This is the time to establish the information on which to base
these decisions. You can base your decisions on four factors, these include
matters related to your team, your current situation, your required outcome and
how your team should or could deliver the requirement.
Step 2: Probe the Situation
Probing is an important step for planning a successful team event. This involves
finding out the information that will help you to complete the entire preparation of
the event and support your activities during the event itself. You may also need to
gather information regarding your team members, management, the overall
organisation and its goals, as well as any particular challenges, changes, demands
or targets that the team has to contend with.
Step 3: Prepare the People After you've thoroughly considered the current situation, the next step is to ensure
that the people involved know what they're doing and are fully prepared to get the
most out of the event. This includes making a detailed plan of the entire event,
finalising any reports needed at the event, preparing the team and its leadership
for participation and any and all other logistical preparation required for the entire
event which may include travel, accommodation, guest speaker and room
booking, etc.
Step 4: Deliver the Event
The event is why you've spent so much time preparing in advance. It's time to
fulfill the aims of the event and deliver the required outcomes. But this is no time
to slack off. It will be important to bear in mind the mindset, perspective and
approach of the individual team members and their relationships with other
members of the team during the event. Throughout this period, it's vital to use this
time to assess your team(s) and plan together towards very specific and detailed
outcomes, and not vague or generalized objectives.
Step 5: Fix the Benefits
The final step is to ensure that the benefits achieved from the team event are
retained at rolled out after you return to your regular work environment. There are
three stages to this process. The first is ensuring that the team keeps to the
commitments it made. The second is to ensure during the event that there is a plan
and strategy for rolling out the actions that are decided upon afterward. Lastly,
ensuring that the benefits that arose from the event are communicated and allowed
to influence other people inside and outside of your organization.
KEY ELEMENTS OF EVENTS
Core Concept
Core People
Core Talent
Core Structure
THE FIVE W’s
Only once you have answered all these W questions you will be able to create the
right event for the right people in the right place at the right time - and that is
magical.
Why? - Why are you holding the event? What is the reason behind the event,
what is the one message that you want your delegates or guests to take home with
them?
Who? - Who is your audience? Who do you want to attract to the event and why?
When? - When do you want to hold your event? Remember holiday seasons and
any relevant periods in your industry calendar. Check for other similar events
going on at the same time.
Where? - Where do you want to hold your event? Think about the 3 ‗W‘s above
and work out where the best location is and what type of venue would work best.
What? - Taking into account all the other Ws what form do you think your event
should take? Is it a conference? Is it an awards ceremony? Is it team building?
You'd be amazed at the number of people who are organizing completely the
wrong type of event for what they actually want to achieve.
5 C’S Of EVENT
The activities required for marketing and managing events require certain steps to be
followed that can be called the five C‘S of events. They are:
Conceptualization of the creative idea/ambience.
Costing i.e. calculation of cost of production and margins on the event.
Canvassing, for clients/sponsors, customers/audience and networking is the next
step depending on the the customer‘s needs and marketing objectives.
Customisation of the concept is required according to brand personality, budgets,
etc.
Carrying-out is the final most important part of event management, dealing with
event execution, according to the final concept.
CATEGORIES OF EVENTS
Events can be classified into four broad categories based on their purpose and objective:
1. Leisure events e.g. leisure sport, music, recreation.
2. Cultural events e.g. ceremonial, religious, art, heritage, and folklore.
3. Personal events e.g. weddings, birthdays, anniversaries.
4. Organizational events e.g. commercial, political, charitable, sales, product launch.
Different types of special retail events are:
o Merchandising events
o Demonstrations and showings
o Special sales inducements
o Film and television based events
o Web based events
Event variations
Several variations of these events categories can be created by changing the event
design. These changes can be made to accommodate various factors such as,time,
risk,budget,location,value,concept,artiste and the client.Some of the different
bases for event variations as follows:
Time frame based
On the basis of time frame involved in planning and executing an event,one can
classify events into
Pre-planned events
Ad-hoc events
Risk rated events: On the basis of marketing strategy of the event agency,the
following aspects of events get decided:
o Sponsored events
o Partially sponsored events
o Ticketed Events
Budget-based events
Big Budget events
Small budget events
Location-based events
International/Overseas events
Domestic events
Multi-location
Value based
Concept based event
High creative content
Low creative content
Artist Based event
New, inexperienced artists
Established star performers
STRUCTURE OF AN EVENT MANAGEMENT
TEAM
The work involved in planning, organising and conducting a major event can be
sufficiently great to require the employment of a team of people. It may require people to
be involved on a full-time, part-time, contractor, casual and voluntary basis over a
considerable period of time.
Smaller events will obviously require a much smaller team, and individuals in the team
may be able to take on more than one role.
The example organization chart above has "departments" for Programme, Venue,
Equipment, Promotions, Officials, Hospitality and Merchandising. The number of
departments is arbitrary and depends on the size and complexity of the event and,
importantly, on the ideas of the Organising Committee.
Furthermore, with small modifications, the same organisation structure could be
applicable to running a different type of event such as a conference.
The Event Director
Managing an event is like managing a business, and like all businesses there
needs to be someone who is the ultimate decision maker. In the case of an event,
the final executive authority is usually referred to as the "Event Director".
The primary role of the Event Director is to organize and mobilize considerable
human resources such as participants, officials, administrators and helpers.
They are a focal point for communication, internally and externally, and need to
be contactable in and out of office hours, and over an extended period that may be
many months.
Major Tasks of the Event Director
Tasks Notes
Recruit and convene a bid committee. Developing a bid proposal is not always
required.
Recruit and convene an organising
committee
Covered by the section "Organising
Committee".
Plan and oversee the recruitment and
training of all human resources required
to organise and conduct the event.
Human resources include volunteers as well
as paid staff.
Develop an event management plan.
The event management plan is instrumental
in co-ordinating and training people to do
organising work.
Represent the event in dealings with
outside parties.
This includes dealings with sponsors,
government and the media.
Develop policies.
Policies serve to assist in the process of
managing the event as the Event Director
cannot be in all places at the same time.
Monitor the progress of the planning and The event manager needs to know about
organisation of event tasks. aspects of the event organization that are
NOT going to plan so that corrective action
can be taken.
Organising Committee
The event manager need not necessarily be skilled in all aspects of event management but
they must surround themselves with people who are. This is the purpose of the organising
committee.
The organising committee has three main functions:
Advisory
function
To assist and advise the event director to formulate plans and policies.
Planning is generally better when ideas and issues are discussed in a small
group environment. There is less chance of something being forgotten or
overlooked when a group makes a decision rather than a single individual.
Executive
Function
The organising committee can assist in the process of managing the myriad
of tasks that need to be done. Committee members, having a good knowledge
of the event management plan, are well placed to provide training,
supervision and assistance to other personnel involved.
Worker
Function
The organising committee are often people with the most knowledge, skills
and experience of events. They are therefore the people who desire to and are
able to directly carry out the majority of tasks. They tend to be the most
reliable and diligent source of work, and often they perform such work on a
voluntary basis.
It is important that the event director and the organising committee work together with
close co-operation. At this highest level of event management all parties need to 'pull in
the same direction.
An event management company can have following
event professionals
1. Event Manager/Event Planner
He has following responsibilities:
He is responsible for planning and producing the whole event.
He is responsible for procurement management and resource management.
He formulates, prepares and implement risk management plan. Risks related to
event planning and production.
2. Event Coordinator
He is responsible for coordinating with all event professionals and ensures that
business operations are efficient and effective.
3. Logistic Manager
He has following responsibilities:
Responsible for custom clearances and other clearances.
Responsible for warehousing of cargo.
Cargo Insurance
He is expected to move goods and merchandise from one destination to the other
in the most efficient manner.
He is responsible for procurement management and resource management.
He formulates, prepares and implements the risk management plan. Risks related
to logistic management like cargo theft etc.
4. Information Manager
He has following responsibilities:
He manages the information acquired through different sources.
He is responsible for the documentation of all business operations carried out pre-
event, at-event and post-event.
He maintains database of service providers, delegates, guests, organizers,
sponsors, partners, clients, target audience, media people and various govt.
departments officials.
He formulates, prepares and implements the risk management plan. Risks related
to information management like loss of data.
5. Security Manager
He has following responsibilities:
He is responsible for formulating, preparing and implementing the security plan
and strategies. i.e. how to protect delegates, guests, service providers, organizers,
sponsors, partners, clients, target audience, goods and merchandise etc.
He does procurement management and resource management.
He formulates, prepares and implements the risk management plan. Risks related
to security like stampede, brawl etc.
6. Infrastructure Manager
He has following responsibilities:
He does procurement management and resource management.
He is responsible for setting up and dismantling the infrastructure for the
whole event like:
o Construction of boundary walls, entrance and exit gates,
driveways, walkways and parking lots
o Construction of AC/Non AC hangers/ halls, seating
arrangement, stage design/ set up.
o Construction of green rooms, staff rooms, storage rooms,
power rooms, toilets, sewage systems, stalls, counters, booths
and kiosks.
o He is responsible for setting up electricity, water and phone
connections.
o He is responsible for conservancy (i.e. cleanliness)
He formulates, prepares and implements the risk management plan. Risks
related to infrastructure management like sudden shortage of workers,
materials, power failure etc.
THE MAIN EVENT
LET THE PROCESS BEGIN…
There are certain first step questions that we should ask on your own if the company is
planning to hold an event. If the client is planning on holding an event, he or she should
ask these questions as well.
1. Should I hold an event?
2. Do I have sufficient funds for the event?
3. How much money do I set aside for the event?
4. What is the purpose of the event?
5. Does the event justify the financial outlay?
After the company we work for decides to hold an event, the next step is to visualize our
event from start to finish. There are certain questions that should be asked, including:
1. What is the purpose?
2. What time of year are you considering holding the event?
3. What day of the week?
4. What time of day?
5. Who will attend?
6. What type of venue will best fit? Setting? Backdrop?
7. Are you planning far enough in advance that the site will be available?
Defining Event Checklist
ORGANISING AND TIMING THE EVENT
LOGISTICAL WORK
When deciding how much planning time is required for the event, list everything that we will
need, and assign a time frame to each item. While creating a timeline, develop a critical path--
including descriptions of each item, which is responsible for each item and what the deadline is.
SAMPLE CRITICAL PATH
After creating a critical path, one should always create a function sheet--an information
guide that tells the supplier how you want your event to be handled. Make sure to
include:
What has been contracted
What is included
Costs agreed upon
How you want details arranged
Task
Person
Responsible
Completion
Date
Guest List Development Sachin March 01
Invitation Design Sumit March 01
Mail House Booked Yashika April 12
First Review of
Invitation Design
Ritika April 12
Invitation to printer Arwin April 26
Invitation Mailed To
Guest List A
Chirag May 13
Every supplier and key player should receive a function sheet in time to make changes. A
few days before the event, set up a meeting with staff and suppliers to review the function
sheet and do a final walk-through. The function sheet should begin with contact sheets,
which include: all names, titles, company names, addresses, phone numbers and email
addresses.
CHOOSING A DATE
Choosing a date is one of the most important aspects of the event planning process.
Choosing the wrong date can make or break an event. Be sure to fully investigate the
following areas and look at the impact that these areas could have on your event:
• Major holidays
• Religious observances
• School breaks
• Long weekends
• Sports events
• Other special events and considerations.
WRITING AN EVENT PROPOSAL
An event proposal does not have to be a response to another company‘s request. One can
develop the proposal from a perceived opportunity. The estimates in an event proposal do
not have to be exact. It may estimate quality, price, delivery times and risk from standard
resources.
An event proposal should contain:
Cover letter o AV, entertainment, catering,
staff and suppliers
o Marketing and promotional
services required
o Budget--corresponding to
functional areas of program
elements
o Control meeting--reporting
processes, organizational
structure and responsibilities
o Schedules--planning,
transportation, running order and
promotion.
o Environmental impact-natural
environment, traffic and
transportation
Title page
Table of contents
List of abbreviations
Executive summary
Body of the proposal
o Profile of event company
o Mission, background and
credentials
o Previous similar events and
resources
Project patterns and profiles
Event-specific information
o Objectives
o Scope of work
o Stakeholders
o Themes, designs and ideas
o Site/venue assessment
o Resources required
BUDGETING FOR AN EVENT
Event budgets can be crucial to the success of an event. Since every event planner‘s goal
is to come in under budget, every event planner should develop a preliminary budget.
Preliminary budgets should include:
Invitations and promotional
materials,
Accommodations,
Transportation,
Venue rentals,
Food and beverages,
Floral arrangements and
décor,
Music and other
entertainment,
Speakers,
Staging,
Audio-visual,
Special effects,
Photographer,
Place cards and menus,
Gifts,
Insurance,
Security,
Labor charges,
Staffing,
Miscellaneous.
Make sure to ALWAYS get estimates in writing!!! NEVER accept verbal quotes. Also, it
is important to find out if gratuities are estimated as a straight percentage or as a total bill.
DO NOT assume that taxes on food and liquor are the same. These seemingly minor
costs may come back to haunt you after your event if you do not ask in the first place.
Keep updating the budget as you add and subtract items. Be sure to save each updated
budget in a separate file with a date and number, and compare the actual amounts to the
projected figures.
Before you sign a contract, prepare a payment schedule to see if you need to adjust any
due dates.
SELECTING A VENUE
Before selecting your event venue, make sure to conduct a site evaluation to establish
whether the venue suits your needs. The site evaluation should include:
Availability- date(s) and duration, including move-in and move-out requirements and
acceptable service levels.
Location- accessibility, proximity to other attractions and surrounding environment.
Rates- rental fees, costs for site development, food and beverage charges and surcharges
Attendance- rental fees, costs for site development, food and beverage charges and
surcharges.
Function Types- educational, ceremonial, social, political etc.
Event Elements- room dimensions, special requirements, activities, access logistics,
storage and administrative functions.
Style or Personality- conservative, adventurous, youthful, mature, rustic, luxurious,
unique, or theme specific.
NEGOTIATING VENDOR CONTRACT
Contracts are one of the most important aspects of coordinating an event. If a contract is
faulty, you may end up in trouble after the event. All good contracts include:
Title
Brief description of the event
Brief description of the services
or equipment needed
Detailed list of the services to be
provided with projected dates of
delivery
Person or company responsible
for what parts of the project
(contractor, subcontractor, staff)
Expectations for communicating
the progress of the project
Payment schedule and amounts
Clarity on expenses (hourly rates
versus fixed pricing)
Ownership of the work products
Conflict resolution
Process by which each parties
may void the contract
Proper signatures
There are also multiple rules that you should live by while creating a contract:
ALWAYS sign a contract as an agent on behalf of your company or the company
that hired you. You do not want to be held responsible.
LOOK FOR clearly stated dates, rates, intentions, names, contacts and numbers
(hotel rooms, meals and exhibitors).
ALWAYS read every word in the contract.
.
PAY ATTENTION to cut-off dates. Be sure to keep in regular contact with
suppliers even after the contract is signed.
ASK FOR a clause in the contract that states that any fees not in the contract will
not be applicable to your group.
NEVER sign a contract unless you agree with it in its entirety. Cross our or edit
clauses with which you do not agree, initial them and get the supplier to initial his
or her agreement, too.
MAKE SURE that the cancellation clause is reciprocal. Contract offers are
inherently one-sided. It is your job to balance it out.
SPECIFY the dates and times in the contract,
MAKE SURE all associated fees are stipulated in the contract.
INCLUDE all tax and gratuity percentages in your contract. Understand what
they are and how they are calculated.
THE CONTRACT SHOULD ADDRESS which entity is responsible for the
safety and security of the audio-visual equipment. Ideally, it should be the audio-
visual company. The event planner SHOULD NOT accept responsibility for
stolen or damaged equipment
DESIGNING AND DECORATING
The design of your event and the decor that you choose can make or break the event. It is
important to utilize light, color, texture and fragrance to influence your guests on not just
a physical level, but an emotional level too.
Five principles for developing a theme for your event:
Altering your guest‘s sense of reality
Affecting your guest‘s experience of space, time and matter
Integrating space, time and matter into a cohesive, realistic whole
Strengthening your event by creating multiple places within a space
Developing the character of the enterprise through various staging methods
BRANDING AN EVENT WITH EFFECTING MARKETING MATERIALS
The primary goal in event marketing and branding is to develop an entire visual and
emotional experience for the attendees before, during and after an event. The event
marketer customizes each project to create and execute any level of brand experience that
supports the client‘s objective.
Before developing marketing materials for an event, sit down with the company to write
a personality profile. The marketing materials need to fit the client‘s persona. A
personality profile should include:
• Who the company is?
• What the company wishes to achieve through the event?
• And how to achieve the company‘s goals and objectives?
The event itself must reflect the themes and concepts that the company wishes to portray
to its clients, including ideas and materials. All the event elements must convey a
comprehensive, visually consistent campaign.
Innovative Materials
Find the most creative ways to package invitations, including:
Cellophane
Vellum
Transparency paper
Fabrics
Tubes
Boxes
Different envelope shapes
Event Collateral Materials
Save the date cards
Response cards
Soliciting sponsorships and ads
Event posters
Event brochures
Event flyers
Other advertising methods (i.e. magazine and newspaper advertisements)
Event photos
Publicity Materials (Press Packets)
Publicity materials encourage the press to feature the event in the party pictures column,
thus maximizing press exposure for the client.
A pre-event release generally accompanies an invitation to the event
A post-event release is sent after the event, accompanied by pictures from the
event and a swag bag from the event.
Event Marketing: Multiple Ways to Engage Your List
The Task of the Logistics Team
My hope is that it helps open your mind to some of the possibilities that come with
building a high quality list of prospects.
It is in your best interest to build your list over time even if your event doesn‘t take place
on an annual basis. Even if you start to build your list a week for your event, that list
will become tremendously useful in the future. The process of maintaining and
growing a high quality list does require a decent amount of work and effort, but the return
on investment can be very significant.
One of the best parts of having a high quality list is that you have the opportunity to
engage or sell to your target market on multiple occasions. To make sure I
thoroughly beat a dead horse, you need to consistently deliver value up front before
asking your list for anything in return.
Below are some ideas to consider on various ways to engage your list of event patrons
now and in the future
Pre-Event survey
I believe that pre-event surveys are tremendously beneficial to generating interest in the
event. I don‘t know of anyone in the event production field that collects this data up front
on a consistent basis. The data can be used to build portions of the event around patron
feedback. How much more likely is someone to attend the event if we present our
patrons something they are legitimately interested in?
Pre-Event Advertising & Selling Tickets to the Event
A good list also allows you to build interest to your event well before it‘s cost effective to
start television, print, or radio advertising. In some cases if we build a big enough list,
one can reduce the reliance on traditional advertising channels. High quality lists allows
to market directly to the consumer that has prequalified him/she for what one have to
offer.
The most obvious scenario for event marketers is using their customer list to sell a ticket
to their event. Focus on front loading value, before one ask for the sale. Think of ways
to deliver value and make it difficult for a prospect not to pull out their credit card
and purchase a ticket for your event. There are a number of events that don‘t charge
for admission. In this case, think of ways to ensure people attend the event. Regardless of
an entrance fee, we need to build legitimate interest if we want anyone to attend our
event.
The Follow up Survey
After the event is over is an ideal time to survey your patrons. I‘ve witnessed some event
organizers try to survey their patrons while an event is taking place, the results were
lackluster at best. People don‘t want to come to an event to take a survey about that
event. We have an opportunity to collect valuable feedback immediately after the event.
Just make sure one doesn‘t wait too long. I recommend doing a post event survey no
more than a week after the event is held.
LOGISTICS MANAGEMENT IN EVENTS
Logistic management is all about moving goods and merchandise from one
destination to the other in the most efficient and cost effective manner.
For small or local events you can do logistic management all by yourself. But for
large events, especially national level or international level events you will have
to take the services of a logistic manager (also known as clearing and forwarding
agent).
A national or international level event may require:
Guidance on pre and post shipment services
Liasoning with various govt. departments and organizations.
Preparation of documentation required for import or export of cargo.
Multimodal transportation by road, air or sea.
Warehousing and distribution of cargo
Cargo Insurance and tracking
Cargo consolidation
Custom clearance, shipping clearance and various other clearances.
Various types of procurement management and resource management services.
Formulation, preparation and implementation of a risk management plan i.e. risks
related to logistic management like cargo theft.
A logistic manager is expert in all the aforesaid areas. He has extensive knowledge of
the rules, regulations, policies, procedures and documentation necessary to import,
export or move goods and merchandise. He has extensive knowledge of the
transportation cost, custom clearance, banking practices etc. Therefore he is
indispensable for national or international level events.
IF Initial planning went well; but event coordination and logistics were
poorly executed THEN:
To be successful, one individual should be assigned the responsibility for
directing the coordination of the event.
While the event manager focusses on establishing value-added content, the event
coordinator (the meeting logistics expert) will focus on the details!
An Event Management Company can use a team approach dividing the work
among team members, assigning tasks with target due-dates; however, the event
coordinator is the one in charge, running the show and keeping an eye on the
entire operation.
Top Ten Logistics Steps For Event Coordination
Determine the best date and time to meet (verify potential dates, times, and
schedules; and then communicate with vendors, presenters, attendees and special
guests)
Select and schedule the best location to meet (consider your budget plus options
for on-site, off-site, conference center, private dining room, etc.)
Contact and confirm all contracts (including venue, speakers, presenters,
entertainment, sponsors, etc.; and communicate frequently with all regarding their
role in the upcoming event)
Plan and map out the program schedule (including general sessions, meeting
rooms, break times, break-out sessions, refreshments, meals, the press room, and
other special needs)
Coordinate and oversee the selection of a theme, the design, production and
distribution printed items (i.e., invitations, agendas, brochures, special materials,
and related mailings)
Arrange to have essential meeting supplies available on site (i.e., handouts,
evaluation forms, flip charts, markers, sticky notes, etc.)
Identify each presenter's equipment needs and establish: Who? Needs What?
Where? Then, verify technical infrastructure, accommodations, and arrange for
on-site support
Verify room lay-out requirements; arrange for support to complete set-up & tear-
down
Anticipate needs! Arrange for adequate host support available throughout the
event.
Communicate! Communicate! Communicate! (With vendors, presenters,
attendees and guests).
SAMPLE EVENT PLAN
The event plan flows through brief Event description followed by the Logistics plan the
event.
The Event – 25th
Wedding Anniversary of Mr. & Mrs. Anurag Gill, one of the most
Royal Personalities of Delhi.
Date – 23rd
September 2012
Time – 05:00 PM onwards
Venue – Hotel Westin, Gurgaon
Event Category – This is a personal Party (Anniversary).
It‘s Mr. & Mrs. Anurag Gill‘s 25th
Wedding Anniversary party. He is a well-known
personality in whole NCR as he comes under the category of the richest amongst the few
more in the list. He lives in Rajouri Garden New Delhi along with his whole Family. He
is the owner of various Schools in Delhi, has 12 Restaurants in whole NCR, Beer shops,
etc.
A wedding is such a special and memorable event that it is never forgotten by a couple
preparing to engage for a lifetime. The enthusiasm and the happiness can't be compared
to anything that the bride and the groom have experienced until that specific moment.
But when celebrating the silver wedding, as it is called the 25th wedding anniversary is
doubled by the satisfaction and the delight of having spent so much time near one and the
same person as it is only love, affection and understanding that keep two people so close
to each other for such a long period of time.
As its name suggests, silver wedding, it is indeed a wedding and it should be treated
accordingly. Party planning idea for 25th wedding anniversary is given by the children of
Gill‘s, they approached us and the plan was accepted.
The purpose of the event is to celebrate the couples surprise Anniversary party which is
idealized by their own children (Shreya and Mohit).
As budget is not an issue for them so the party is staged at very high level with lots of
family members and business associates, it‘s just not only these people who will be
attending the party. There will be some special guest appearance which will make the
party more fun-loving.
Approximate people who will be attending the party are 400 nos.
Invitations
As it‘s a huge anniversary party, sending out invitations is quite the task. The party
budget allows us it, get them custom made. So we will order the invitations online and
get everything shipped to us and ready to go.
There will 3 different of invitation cards:
One for the family members & local people.
Business associates
And for the special guests.
The invitation work is the most important of all so it will be started 2 months prior to the
event. The invitation will be mailed as a soft copy and as well as couriered and a phone
call will be made by our team member 2 weeks prior to the event.
The invitee‘s will be requested not to enclose the surprise party details to Mr. & Mrs.
Gill.
Decoration
There are many 25th wedding anniversary party ideas for decorations! Decorations for
the party don‘t have to be hugely extravagant, but by adding some special touches we
will help make the night even more special for the happy couple. By basing the
anniversary color almost exclusively; this will help make a great effect.
Silver sashes tied on each chair.
For the tables have silver centerpieces.
Serve the food in silver dishes.
Display a silver 25th wedding anniversary banner.
Small dishes with candy or chocolates wrapped in silver tin foil.
Silver helium balloons attached to each table as centerpieces.
Dishes with 25th anniversary mints wrapped in silver.
Display photos in silver frames, maybe one recent and one wedding day picture.
Tie party favors with silver ribbon.
Stylish silver anniversary balloons.
Using gold or silver pen or ink for place cards, menu, and any other written items
Adding silver placemats or doilies at each place setting
Silver candles and or candle holders make a great centerpiece
Dinnerware and barware will be silver accents
25th Wedding Anniversary Party Ideas for Entertainment
There will be a photo storyboard; a collage of photos will be made for display.
Will be asking Friends and family for their photos which will help make this a
success. Maybe it can be in time order, starting with the couple as small children
through to now.
If any talented musicians and singers in the family were found then a performance
of a few songs could be put on for the anniversary couple. This would be a great
gift and entertainment. This for sure will be recorded on a video camera. (If no
one in the family then then our team member Chirag will be playing a Villon).
A family slideshow will be created to music with favorite photos over the years. It
will be played on a projector in the background or have a screening at 25th
anniversary party
List of facts and interesting things about the couple will be put together.
Mentioning how they met, and if we could find out funny first date stories, A bit
of research will be done to find little known facts about the anniversary pair.
Without mentioning anything that would embarrass the couple.
Displaying a nice picture of the anniversary couple at their wedding beside a
recent one. It will be put in a silver frame to show the 25 years they have been
married. As they have children so they will be included too.
There will be a 25th wedding anniversary guestbook for people to sign. It will be
placed somewhere that people will see it. The MC will even make an
announcement that for those who wish to make a comment there is a guest book
available.
DJ for musical entertainment. Including some dance competition among couples
present there.
Special guest Attraction will be Kiran Kher, Mahek Chahel & Mikka to make the
party more lively and happening.
LAYOUT
LOGISTICS PLAN
SL.No. Particulars Quantity Remarks Handled
by
1. In Flight
o Items to be kept in
box to decide and
finalize.
o Box to be made
o Loading in the flight
& distribution.
Gokul to prepare
the boxes and
give 2 of his
people to carry
and distribute in
flight, soft drinks
tea/coffee to be
purchased by
indigo.
Ketan
2. Guest Arrival at Airport
o Banner at Airport
and hotel and
various functions-
Logos and guest‘s
name.
o Travel desk with
small water bottles
(200ml).
o 50-60 luggage tags
o 5 people (2 girls + 3
boys).
o Play cards
o Things to be kept in
car: Water, Cold
drinks, Tissue paper.
Note: Luggage of Guest‘s
will be taken care of until
they arrive to their
respective rooms in the
hotel.
2 Pepsi
+ 2 7up
For loading
luggage in vehicle
Sanjay
Sanjay
Ramesh
Ramesh
Sanjay
3.
Vehicles
o For 20/9
Innova
Nos. 4
Sanjay
o For 21/9
Tempo
Traveller
/Wenger
Mercedez ‗c‘
Class (for
K.Kher)
Camry (for
Couple)
From 4 ‗PM
–till midnight
Innova for
Musicians.
Innova
o For 22/9
Innova
Tempo
Traveller
/Wenger
Note: Car sticker to be
stuck in all vehicles. It will
be provided from office.
Nos. 4
3 No.
1 No.
1 No.
Nos. 25
Nos. 3
Nos. 7
Nos. 4
For Mahek
Chahel & Mikka
For Airport Drop
For Full day
Only for Airport
Drop
Sanjay
Sanjay
Sanjay
Sanjay
Sanjay
Sanjay
Sanjay
Sanjay
Ramesh
4. Arrival at Hotel from 10
AM onwards (23rd
sep)
Nagada (outside
main entrance)
DJ(at venue)
Hotel Welcome
Garland
Tikka
Welcome Drink
(1 Event coordinator+ 2
people from couple‘s side to
welcome guest.)
To be handled by
hotel staff.
(Garland sample
to see on 20th
September)
Ramesh
Ramesh
5. Help Desk (Event
Management Team)
5 persons
Hotel room keys
Help desk will be
arranged by the
registration team.
Mr.
Krishna
and team
6. Snacks and Drinks for
guest on arrival
&throughout their stay
Regular serving of
food and snacks for
the guest.
Special arrangement
of food for the
Bollywood people.
Drinks, sweets, to be
served as on
requirement from
guest.
Tea/cofee
Rahul ji to decide
and manage.
Rahulji
Rahulji
7. Arranging all the reqired
things before time :
All the decoration
material to be made
available to the
respective team.
Invitations to be
printed well before
time.
All the hotel rooms
to be checked before
the guest arrival.
Beverages to be
checked before
every meal.
Hotel lounge to be
set a per the layout
design.
Every team member
should be active.
Video person and
still photographer
to be made
available on time.
Sudhir
Sudhir
Sudhir
LOGISTICS: CHECK LIST
COMMUNICATION CONTACT LIST
Contact List
Telephones: M [mobile]; W [work]; H [home]; S[site]
23rd
September,2012
Internal Contact Network
Name Job Base Location Phone Radio
Gurneet Sahni Event
coordinator
Site office 9999950703
(M)
Yes
Anil Volunteer leader Catering tent 9799077730
(M)
Yes
Mike Stage technician Stage 9289904200
(M)
No
Monty Security in
Charge.
site 9718171811
(M)
Yes
Kitchen safety checklist
1. Food contact surface are clean and clear.
2. Chopping boards for meat, chicken, vegetables are color coded.
3. Nonfood surfaces clean and clear.
4. Floors are clean and not slippery.
5. Equipment is correctly cleaned and stored.
6. Wiping clothes and cleaning equipment for different purposes correctly color coded.
7. Plumbing is functional.
8. Refrigerator and freezer temperature meet standards.
9. Hand-washing facilities meet standards.
10. Garbage disposal containers are labeled and covered.
11. Storage areas are clean and clear.
12. No evidence of insects or rodents.
13. Lighting and ventilation is adequate.
14. Gas supply is checked.
15. All cooking equipment is functional.
16. First aid box is fully equipped.
LOGISTICS PRODUCTION SCHEDULE: Start at: Production: Finish by:
Preparatory work
Friday 21st September
08:00 coordinators briefing at office ,welcome volunteers, coffee 08:30
08:30 Site checks at hotel 09:00
09:00 Mark out parking, arena. 09:30
09:30 Meeting with emergency services, representatives and
others
10:00
10:00 Over all checkup of all the utilities, food, decoration 11:00
11:00 Making out that all the hired cars are there at the parking 11:30
11:30 Security checkup 12:30
12:30 Arrangement of lunch for the guests 02:00
02:00 Assisting all the guest to their respective rooms. 03:00
03:00 Co-ordinators assign every duty 04:00
04:00 Arrangement of pic up for the guest 05:00
05:00 Dropping off the delegates to their hotels 07:00
Set- up
Saturday, 22nd
September
08:00 Briefing by the co-ordinators 08:30
08:30 Checking Arrival of supplies, arriving items, direct to correct
area
12:00
12:00 Lunch at the site point, proper buffet 13:30
13:30 Volunteers will start working with the set up 16:30
16:30 Break time 17:30
17:30 Volunteers will be given t-shirts, caps, badges. 18:30
18:30 Rehearsals of bands, Villon man, checking CD‘s of slide
show and DJ.
19:30
19:30 Hand over to night security
Event:
Sunday, 23rd
September
9:00 Briefing session with volunteers and coordinators 10:00
10:00 Volunteers will be standing on their assigned areas, check
signs etc.
11:00
11:00 Check the stage settings, DJ. 3:30
3:30 Place the equipment‘s on the stage accordingly 4:30
5:00 Welcome the Guest, special Guest etc. 6:00
Musicians start playing at the entry
Conversation with Special Guest
Cultural Evening, Dance, Start of Slide show of the Couple.
Cake Cutting
Special dance performance
Special dance and performances by Mahek Chahel & Mikka
Followed By all the Fun
Volunteer litter pickers, site cleaners, complete clearing
Handing over all the equipment‘s.
Handover the site to the owner, site repairs and lawns
restoration begins
Till the
handover
WRAPPING UP THE EVENT
Vote of thanks
Gift collection
Handing over
Pay bills
Drop off for all the guest to Airport or Hotel
Special Guest to be dropped off where they Want to go.
Cleaning the venue.
Final Report
Putting everything in a final event report. The report will include:
• Event name, date(s) and location
• Goals and objectives
• Number of participants--paid
• Number of participants--complimentary
• Facility reports with number of rooms, food and beverages
• Evaluation summation
• Timelines and checklists
• Budget estimates
• Volunteer and staff lists
• Supplier records--include phone numbers, key information and any evaluations
• Invoice copies
Reports to be used for future events.
IMPORTANCE/ROLE OF LOGISTICS: FOR
SUCCESSFUL EVENT
In an event there are many special requirements which cannot be
arranged by a single person.
Whole of the event is divided in divisions with different people
dealing with their own work area like:
o Event production manager
o Event director
o Venue coordinator
o Equipment coordinator
o Promotions coordinators
o Officials coordinators
o Hospitality coordinators
And the list continues with volunteers and part time workers.
Also there is a team of logistics management which is head by
logistics manager.
Every event needs additional utilities laid on e.g. telecoms, gas, water,
sewerage, waste removal, all of which have typically long lead times
to arrange.
The logistics manger is always conscious of all event activities that
have the longest lead times and that have to be dealt first.
A logistics plan, showing the various needs and plotting them into
order, has to be prepared and which is done by the logistics team.
Logistics team draws a potentially wide range of support functions for
an event to work properly.
The role of logistics team in an event is very important as they handle
a huge part of the event which helps in successful execution of an
event.
Logistics is the discipline of planning and organizing the flow of
goods, equipment‘s and people to their point of use.
Logistics in event terms includes activities such as ticketing,
enquiries, catering, arrival and departure of visitors, the people,
equipment, suppliers, artists and crew around the venue etc.
The main task is to get all elements to the right place in time for a
range of deadlines.
The task is difficult and needs a whole separate team to perform i.e.
Logistics team.
According to the event logistics plan above :
o One can out handle and make the task easy all alone.
o The logistics team separately works and makes the task easier
for the event management team.
o The arrangement‘s which a logistics team does cannot be done
by the other department.
o The logistics person is involved because he is experienced in
this field and knows how the logistics part of an event has to be
carried on.
o They make the event flow very soft as everything has been pre-
planned and organized.
o Therefore logistics management plays a very important role in
the success of an event.
BIBLIOGRAPHY
file:///C:/Users/onetouch/Desktop/EVENT%20SPECIALSATN/The%20Importan
ce%20of%20Party%20Planning%20for%2025th%20Wedding%20Anniversary.ht
m
file:///C:/Users/onetouch/Desktop/EVENT%20SPECIALSATN/how%20to%20pl
an%20a%2050th%20wedding%20anniversary%20party.htm
file:///C:/Users/onetouch/Desktop/EVENT%20SPECIALSATN/25th%20Weddin
g%20Anniversary%20Party%20Ideas%20%20Planning%20an%20Anniversary%
20Party%20%20Supplies%20%20Favors.htm
www.wikipedia.com
www.indianzone.com
www.weddinganniversary.com
www.eventplanning.com
REFERENCES
Practical experience for the logistic plan at New Delhi under Mr. Amit
of glamour events pvt.ltd.
Google Books
Magazines
Class notes
Studied various books I.e.