Event Operation management of Education expo

AUCKLAND INSTITUE OF STUDIES

Assignment on Event Operations Management

Plaban Roy

Student ID: 20141161

Stream: 136

Event

“EDU EXPO 2015”

Subject: Event Operations Management (4.787)

Lecturer: Prof. Dr. Nevan Wright

Due Date: August 2, 2015

Executive Summary

Educomp is an Event management company specializing in organizing

Education Expos and events across India. This time they are bring

India’s top universities to a small City of Agartala situated in

the isolated north eastern region of India which is lagging far

behind from the rest of India in respect of infrastructure, GDP

and Educational institutes of national standards. The main idea

for the expo is to create a platform where the recently school

graduates can interact with the representatives of India’s top

universities in engineering, medical and pharmacology. The

objective from the organizer’s side is getting the participating

universities quality students based on their academic background

and performance so far. As an organizing company we had to ensure

effective marketing for the events should be done so that we can

reach out to the target segment and also ensure the event should

taste success for the participating institutes also. Selection of

the venue has also been done keeping in mind the ease to reach to

the venue for the general population.

To ensure the event runs without any hazard we have sent out

information well in advance to the local law enforcement agent as

well as taken measures while selecting the venue to avoid any

kind of risk.

Table of Contents:

Serial number Topic Page

1.0 Introduction 4

2.0 Mission Statement

and objective

5

3.0 Need analysis 6

4.0 EVR congruence 6

5.0 Required Resources 9

6.0 Critical Success

factor

11

7.0 Risk analysis 12

8.0 RACI 14

9.0 SWOT analysis 14

10.0 Time line plan 15

11.0 Conclusion 17

1.0. Introduction:

I have decided to arrange an event for an organization situated

in India – Educomp. The company is driving consultancy for

undergrad courses in all the leading institutes in India. On this

event they need to lead Edu Expo 2015 to be held at my hometown

Agartala, Tripura in north eastern part of India. Agartala with a

population of 300,000 is a small city located in the isolated

north eastern region of India. Due to lack of infrastructure

development and lack of good tertiary institutes especially

technical institutes like engineering,medical,nursing,hospitality

and pharmacy schools ,almost all the high school graduates goes

to different parts of India especially in bigger metro cities

like Bangalore, Chennai, Mumbai, and Kolkata. Every year around

5000 students graduate from Agartala, so this event will be a

platform for good institutes from various parts of India to come

to Agartala and enroll students from here.

Type of event – Educational fair

Venue – Hotel city Centre ball room, Agartala

Estimated people attending the event – 1200 -1500 (per day) (3

days event)

Timings: 11AM- 8:30 PM

Estimated budget – INR300000

Estimated revenue after event – INR900000

2.0Mission Statement :

EDU EXPO 2015– “Right courses for the right minds”

The Edu Expo 2015 organized by Educomp helps you to meet with

India's top universities Representatives. Delegates from Top

Management, Medical, engineering, hospitality Universities will

be available here, for ON –THE – SPOT Offers, interactions,

applications and will offer grants and application charge waiver

for complete applications. Grants will be given to praiseworthy

candidates based on their marks and grades in final year school

exam.

2.1 Objective:

2.1.1 The main objective of Edu Expo 2015 in Agartala is to

create and push up the importance of specialized and technical

education in Agartala & the knowledge about various renowned

universities & colleges across India who specializes in providing

quality technical education and also educating students and their

parents about the scope and career prospects after completion of

these courses.

2.1.2 To organize an educational fair of national standard and

attract well known colleges/institutes/universities from around

the country.

Edu Expo 2015 will deliver all the essential data to the

undergraduates to categorize and follow academia programs and

target institutions that paramount his/her educational

qualifications and desires.

Every single student needs to register at the entry section of

Edu Expo 2015, the one-stop-shop that showcases the advanced

education opportunities crosswise over India. The Edu Expo 15

secretariats will give catch up guiding and bolster

administrations to understudies of the students.

3.0 Edu Expo 2015 - NEED ANALYSIS:

Afore organizing any event it is quite vital to understand the

need for the event .So I measured following aspects before

planning the event further:

1) Is Edu Expo required?

2) Are adequate people attracted?

3) What benefits will the Edu Expo return?

4) Will Edu offset overall cost?

4.0 EVR for Edu Expo 2015:

4.1.0 Environmental Factors

The environmental influences freestanding the organization

that could affect the occasion are:

4.1.1 External factors: (analysis before event planning)

4.1.1.1 Law enforcement agency: Provision from police was

obligatory for safety of people attending the event. Though the

crowd will be mostly students and their parents so a single

patrol will suffice the need and since the location is at the

heart of the city during any emergency, police can reach the

location within 4-5 minutes.

4.1.1.2. Ambulance: Safety parameter was possession of the

ambulance at the venue centre so that medical crises can be well

taken care off.

4.1.1.3 Economic Conditions: Though India has seen a great

economic boom in last 2 decades but the north eastern region

hasn’t seen that much of growth due to its geographical isolation

from the rest of India. Most of the employed workers are working

in state and federal government sectors having a steady income.

There are hardly any private industries in the region. There is a

good amount of small business owners also. But every parents want

to provide their child quality and good education and they are

even ready to pay a premium price for a reputed college and a

demanding course.

4.1.1.4 Political conditions: There are no critical dogmatic

circumstances upsetting the happening of the event, also the

state education ministry is also supporting the event as they

also want students from the state go to bigger cities of India,

study there, get exposure to the corporate world and come back to

state so that the state’s infrastructure and medical facilities

can be enhanced.

4.1.2 Internal Factors:

4.1.2.1 Advertising agency: We have selected a local advertising

agency who will take care of the local below the line activities

as well as the above the line activities. They are also

responsible for the integrated marketing communications and

promotions of the institutions taking part in the expo.

4.2.0 The five Vs of the Event

4.2.1 Volume: The number of people attending the event over the

span of 3 days is approx. 6000 which will also include the

parents of the students. Representatives (2 from each university)

from 30 Top Indian universities will be also attending the event.

Beside that there will 10 staffs from Educomp who will be

monitoring the event and taking care of the representatives of

the universities. Also they will ensure lunch meals, water and

snacks arrangement for the representatives during the event.

4.2.2 Variety: Apart from the expo the students and their parents

can enjoy the delightful varieties of food and snacks in the food

corners, and also a free counseling for the students are also

available.

4.2.3 Variation: The idea of getting 30 universities from

different cities like Bangalore,Kolkata,Mumbai,Chennai,

Hyderabad and many more cities is very fascinating for students

and their parents in the city as for the first time ever an event

of such magnitude is happening here. So the event is really

exciting and motivating for students as well parents of all class

as this will give a chance to those who have meritorious

background but can’t afford a good education.

4.2.4 Visibility: The vital aspect in the accomplishment of any

occasion is its advertising and its prominence to people. Educomp

along with our local marketing agency at Agartala will be

promoting this event heavily on social networking sites like

Facebook, twitter and also partnering the only local FM radio in

the city “Radio Oolala 91.9” where they will give us a half an

hour prime time slot for 5 days just before the event where our

prime counselor will talk about the importance of job oriented

courses in today’s world and where students can ask questions

also by calling the radio channel. Also we are planning for

quarter of front page add in “Dainik Sambad” the largest

circulated newspaper in the city for 4 consecutive Sundays ahead

of the event date. On the other hand we have also planned direct

marketing activities like going to schools and promoting there

about the events by highlighting the key features of the event.

Also pamphlet distribution will be done outside the coaching

institutes and playgrounds giving information about the event,

dates and names of the participating universities. The funds for

the event will be generated by selling the stalls to the

universities. Also we are planning to put up 2 billboard

hoardings, one just outside the Agartala airport, the major entry

point to the city and one right in the heart of the city for a

month before the event.

4.2.5 Velocity : The fair would be for 3 days is 3rd, 4th and 5th

April 2015.the timing for the event is perfect as it’s just after

the final school exams which finishes by end of March. The

publicity events and all the pre events would take at least 1.5

months in advance for its success and mission accomplishment.

4.2.5 Venue: Hotel city Centre. We have selected this as the site

as it’s one of the biggest and most prominent star hotels in

Agartala and is right in the heart of the city and 15 minutes’

drive from airport .The hotel has a very huge and systematic

hall, perfectly suited as per the requirement.

Individuals would be captivated by the lodging and the standard

for the fair.

Likewise that is the most suitable for every one of the

representatives in all terms as like food, services, rooms and so

forth.

5.0 Required Resources :

5.1. Human resources: For this event we have planned to keep 10

staff arranged by Educomp who have been assigned different jobs

like reception at the entrance assist the guests and to assist

the universities representative for providing them with

assistance like refreshments, water and meals

Staff Benefits: Total payment of INR900 for 3 days and also be

provided with, meal, soft drinks and evening snacks.

5.2. Money/ Funding:

There will 30 stalls for 30 participating universities ,to

maintain the quality of the participating institutes, invitation

has been sent to only the top accredited universities of India

well ahead 6 months in advance, All the bookings and stall

selection has been done on first come first serve basis. Our

company Edu comp has charged INR 30,000 from each university

which include the venue stall, refreshment and Marketing

materials like canopies and standees.

5.3. Other resources :

The assets needed at the venue like work area set up, blossoms,

sustenance and so on would be taken care of by the hotel itself

going from sitting plan, food, and power and so on was inside of

the premises of the hotel.

Alternate assets like standees and standards, pamphlets,

booklets, enrollment structures was arranged by the staff group

to the venue one day prior to the occasion.

5.4 Event coordination: Being the event coordinator it’s my

responsibility to ensure everything goes smoothly from start to

the end of the event. As the coordinator I need to ensure the

satisfaction of the university representative the customers as

well as the staffs who will be working closely with me for smooth

functioning of the event. I need to ensure all the emergency

telephone numbers should be with me in a print form and also

before the beginning of the event brief on evacuating the venue

in case of any emergency should be given to all staffs and

representatives also.

6.0 Critical success Factor for the event:

6.1Representatives from the universities: An imperative component

for the Edu Expo 2015 is arriving of representatives from the

colleges effectively to the venue without come up short as a

large portion of the representatives are touching base on the

very day morning of the event.

6.2 People: The main target segment i.e. the students who have

just passed the high school exams. So as the event organizer we

need to ensure the right target segment should come and also

their parents who have a key role in selection of the course and

college.

6.3 Marketing: visibility is a very important factor for this

education fair as it’s totally dependent on how effectively the

marketing activities are motivating people and makes them for the

event .the effective the marketing, the higher the ROI as higher

student number.

Marketing and visibility is an essential variable for this event

to be highly successful as it's absolutely reliant on how

successfully the promoting exercises are persuading the target

segments for the occasion.

6.4Location: The location is also very important factor. The

location has to be booked 2 months in advance and ensuring that

the location is easily accessible from various parts of the city.

7.0Risk Analysis:

All the possible risk factors are well taken care of by taking

the back up and safety measure for the respective factors but

still the risk associated with all the below mentioned factors

could be:

7.1Location – the venue is not in the center so is convenient for

some and might not be convenient for others and as a reason few

people might not be able to come.

7.2Financial Risk: For this event there is a high financial risk

associated as the cost of event is very high and profit is not

guaranteed as the real profit can be achieved only when the

potential students enroll with the company and moreover the entry

is also free so it’s very risky for the company but chances to

get good number of students is very high.

7.3Management: Although I have chosen Radisson blu which is well

known for its hospitality and management still there is a

possibility that things might go wrong like food, fixing of

stage, wrong signage etc….

7.4Technical: Technical issues could be possible during the event

like sound, mike, PPTs which might go wrong and after the pre

check and result in some interruptions.

7,4Mismanagement: the success of the event is dependent on the

internal as well as external factors. So along with the

management of the hotel the management relating to the

documentation, registration, coordination and delay from the

staff and volunteers can spoil the flow of work for the event

like right communication, right brochures setup at the right

university table etc.

7.5Environmental: Risk of environmental factors is always

associated like earthquake, fire, riots, terrorism etc.

8.0RACI:

8.1Responsible:

8.1.1Approvals: The approval was only needed for the bill boards

which will be taken care of the marketing agency.

8.1.2 Law and Enforcement: Primary security will be provided by

the Hotel’s personal security but we have also issued a letter to

the Police department informing about the event .

8.1.3 Fire: Pre Briefing of evacuation in case of Fire has

already been given to all the representatives and staffs. Since

the venue is in the heart of the city the local fire brigade

station is just 3 minutes away from the hotel.

8.1.4Promotion: Ad agency specially hired for the event

8.1.5Stage and stalls: Responsibility of hotel.

8.1.5 Signage and marketing materials: Provided by the Ad agency.

8.1.7 Parking space and parking management: Hotel parking and

public parking space which is just couple of minutes’ walk from

the hotel.

8.2 Accounts: All the financial transaction related work and

details will be handled by our company accounts team.

8.3 Inform: Proper marketing and promotion has been done well in

advance for the event through every possible media of

communication so that the information is well spread and the

event can be a huge success.

9.0 SWOT Analysis

9.1Strength :

a) Top national Universities in the event

b) Free of cost entry

c) Accessible location

9.2Weakness:

a) First time the event is happening so, the organizers are not

sure about the response to the event.

9.3Opportunity:

a) lot of future business for the company

9.4Threat :

a) Fire, earthquake etc.

b) Fights or quarrel during the events

10.0 Time line plan:

10.1 Six Months to in Advance Edu Expo 2015:

Send out invitations to Top Universities of the country for

participation in the Expo

10.2 Three months before the Event:

a) Scouting for venue

b) Taking quotes from different Ad and marketing agency giving

our requirements to the agencies.

10.3 Two Months before the event:

a) Selection of Venue.

b) Sending a detailed invitation letter to the universities.

c) Finalizing of marketing campaigns.

d) Selection of ad agency.

10.4 One month before the event:

a) Ensuring the marketing activities are taking place

b) Ensuring the hoarding are already up

c) Selection of volunteer staff from local employment agency.

10.5 One Week in Advance

a) Print guest list in alphabetical order.

b) Arrange for representative’s airport pick up and booking of pick up

vehicles.

c) Finalization of food vendor and menus.

d) Sending letter to local authorities and law enforcement agencies

informing about the event in collaboration with the local agency.

10.6 One day before Event:

a) Confirm security arrangements.

b) Confirm Stall arrangements.

c) Confirm all the marketing materials and sheets are present, name

tags

d) Prepare event box with needed supplies

10.7 Event Day

a) Reach at least 2 hours early

b) Bring final copies of all planning documents for reference

c) Meet volunteers and brief them on their responsibilities

d) Ensure food and beverages are delivered on time.

e) Give name tags and badges to volunteers and set up registration

table at least 30 minutes before event start time

10.8 Following the Event

a) Collect all needed invoices and process for payment

b) Send thank you notes to participants, volunteers and staffers

c) Hold event review to examine successes and points for improvement

d) Complete file with documents of record

11.0 Conclusion:

In a husk this event is very well organized and all the

precautionary measures considering safety, venue, marketing etc.

Are well taken care of. The responsibilities of the arrangement

of resources are specified very clearly and everyone know there

responsibility. They are organized in way that they are on time

at correct place so that the Expo is smooth to carry on the day.

All marketing every single showcasing activities are isolated in

diverse classifications so that the occasion can achieve most the

target segment. The event planning including the post event is

approximately6 month’s process.

On the day of the event if everything goes as per the plan than

it would be a great success.