WWF case study PDF

1

Katie Brumfield MCS 388 4/5/16 Case Study: Event Proposal

Who are they? The World Wildlife Fund (WWF) is the world’s leading conservation organization. WWF works in 100 countries and is supported by 1.2 million members in the United States and close to 5 million globally. WWF also has over 6,000 staff members around the world. Their mission is to conserve nature and reduce the most pressing threats to the diversity of life on Earth. WWF partners with foundations, governments, businesses, communities, individuals, and has more than six million members. They function primarily through collaboration with sponsors and members. A variety of avenues to fundraise and support the WWF cause is available on their website. WWF’s conservation efforts touch every corner of the world. Recently, WWF has refocused on six key areas: forests, oceans, fresh water, wildlife, food, and climate. They aim to conserve the world’s most important forests, safeguard healthy oceans and marine livelihoods, secure water for people and nature, protect the world’s most important species, double net food availability, and create a climate-resilient and zero-carbon world powered by renewable energy. In summary, WWF aims to create a respectful, balanced, and sustainable relationship between humans and the planet. • WWF’s goals are:

o To protect and restore species and their habitats. o Strengthen local communities' ability to conserve the natural

resources they depend upon. o Transform markets and policies to reduce the impact of the

production and consumption of commodities. o Ensure that the value of nature is reflected in decisions made by

individuals, communities, governments and businesses. o Mobilize hundreds of millions of people to support conservation.

2

Target Audience • Male and female; Ages 30-65+; College graduates or some type of higher

education; Income levels: middle class to upper class; Business leaders, elected officials, entrepreneurs, people of influence.

• Those targeted for this event have a tendency to enjoy the outdoors and are eco-friendly. They probably prefer to buy “green” products, and entertain the notion of, or practice, recycling. They probably have animals, and potentially have an adopted animal. They love to visit national parks, hike, or participate in other outdoor activities. They have a heart for hurting animals and dying ecosystems, and try to help when they can. They live generally busy lives because they stay active. Instead of buying designer daily clothes, they like to buy the nicest active-wear brands for clothes and merchandise. They are charitable people, and they appreciate the nicer things in life. They are also socially aware, and enjoy staying in the “know.”

Type of Event • Social Event: Gala + Fundraiser

Event Vision • This event is being held to raise money and awareness for the World Wildlife

Fund to help accomplish their goals.

Goals and Objectives • Goals:

1. Increase awareness of WWF and their goals and mission by 50 percent. 2. Fundraise $200,000 for WWF so they can fund their organization and

many missions. 3. Bring together the community, particularly of animal and nature lovers,

for a social event. • Objectives

1. Will raise awareness through: § expert nature conservationist speakers at gala; § pamphlets given out; § media and advertising for event.

2. Fundraise for WWF: § Tickets- 300 tickets sold at $500 a piece.

3

§ Silent auction of art and big trip donated- $50,000 sold § Sponsorship tables- about 40 tables at banquet- objective is to

sell all 40 at $5,000 = $200,000

3. Bring together the community: § business leaders in the community, political leaders,

entrepreneurs, nature and animal lovers, organizations, and clubs.

§ Achieve this through: § Dinner time § Dance Floor § “Social Hour”

4

Venue

• Melrose Plantation Gardens in Natchitoches, LA.

Melrose plantation gardens was chosen because of the historic nature of the plantation, and the beautiful scenery it offers. The Melrose is kept up by the the Association for the Preservation of Historic Natchitoches (APHN) whose purpose is “the long term preservation of areas of historic value, sites, cultural landscapes, artifacts, archives and cultures of the people” (Melroseplantation.org, n.d.). The APHN purpose of historical preservation is an excellent pairing with WWF’s goal of preservation of ecosystems. The charming old oak trees will leave attendees awe-inspired and moved. Melrose was the perfect choice because guests would be wining and dining outside with gorgeous foliage and nature surrounding them. This location would be a testament

to WWF’s goal of protecting and restoring natural habitats. Since the gala is for WWF, a location with a connection to the outdoors is very important. The gala is intended to be very nice, but with a slightly relaxed feel. The Melrose plantation gardens carries a definite sense of elegance and high

class. The beauty of the gardens and plantation work together to create the slightly relaxed upscale feel of the gala and fundraiser.

One of Brummie’s events’ goals and objectives is to bring together the community, particularly of animal and nature lovers for a social event. The beauty of the Melrose will be an excellent attraction and meeting place for nature and animal lovers alike. An outdoor venue also creates a natural choice of bringing animal inspired decor in to appeal to the target market, and to aid in the goal of bringing awareness to WWF. Further, the

5

beautiful Melrose plantation garden also has a maximum occupancy of 300. This venue was large enough to accommodate our gala, and to complete our goal of bringing the community together.

• Information on Melrose – Found on http://www.melroseplantation.org o DEPOSIT: At the time application is made, a non-refundable deposit

of 50% of the rental fee is required to reserve the date and time. If event is cancelled at any time or full rental rate is not paid within 30 days prior to event, the deposit of 50% will be retained and event date(s) will be released. Any additional monies advanced by Renter against rental charge shall be returned. Association for the Preservation of Historic Natchitoches (The Association, Melrose, or APHN) management shall perform an inspection of the site before and after for verification of site integrity. In the event of a natural disaster APHN will move deposit to another date within 30 days.

o EVENT DURATION: Rental is an hourly fee with a minimum of 2 hours and a maximum of 300 invited guests. Event duration must be agreed by contract signing. An overtime fee of $350.00/hour will be charged to the renter if event duration exceeds the agreed time limit. All events must conclude by 11:00 pm

o EVENT LOCATION: All functions take place in the Melrose Plantation gardens. Melrose Plantation is a historic house museum and not available for any rental activity. The site offers NO area under roof/cover in the event of rain. You must be rent your own tents.

6

Site Plan

• The event will be planned for up to 300 people, and the Melrose can host up to 300 people. Traffic will not be a huge issue because there is a large space for parking due to the plantation being out in the country. Traffic will be controlled by utilizing signs, and using four to six volunteers to help direct people to open spots and to exits. ADA compliance will be ensured by confirming with the administration of Melrose that everything is in compliance, and Brummie’s Events will look at the venue to make any arrangements necessary. Brummie’s Events will also ask that our attendees tell us if they are in a wheelchair or have another disability upon purchasing their ticket, so we can make every accommodation.

The décor will be centered around the nature of the location. We will use WWF inspired décor by using natural elements such as flowers, greenery, animal inspired elements, and natural lighting. A modern, yet timeless nature look will be created that makes for an atmosphere of conversation and social leisure. WWF promotional material will also be all around the event. The color scheme will be green, blues, and whites, with accents of reds and yellows. Many of the design elements are inspired by the natural beauty of the outdoor venue.

On the Melrose Plantation website, they talk about seating and music by saying: rental, delivery, and installation of tents, tables, chairs, and dance floor must all be coordinated through the caterer and renter. A DJ or Band are allowed on the property and should set up in the time allotted before the event. Electricity use must be closely monitored as to not trip the breaker. Delivery times must be scheduled with the APHN staff in advance. APHN does not provide any above mentioned items. Any and all equipment brought onto the premises by the renters is present at the renter’s risk. Such equipment may be inspected for safety and security by the APHN staff. The association shall in no way be responsible for loss or damage of such equipment.

A live cover band will be booked, and will be asked to provide their own sound person. The sound equipment, such as speakers, amps, etc., will be rented. For lighting, mood lighting, stage lighting, and potentially other lighting for various décor will be set up. Extension cords will be run from the plantation house to the outdoor garden venue.

7

• Site map

8

Promotion

• The promotion for this event will utilize many different avenues. Press releases will be sent out three months before the event, and two weeks before the event to local newspaper outlets. In addition to press releases, local news outlets will be contacted and asked to promote the event. Social media, such as Instagram, Facebook, and Twitter will also be utilized, including a personalized hashtag to keep with the event. New accounts for Instagram and Twitter and a Facebook event page will be created just for this event. The Melrose Plantation Instagram and Twitter will also be asked to promote the gala/silent auction on their accounts. Using social media will bring more awareness to the cause of WWF which is in line with the vision of this event. There will also be radio messages on radio stations across north and central Louisiana. A flyer will also be created and posted around local businesses and organizations in Ruston, Monroe, West Monroe, Shreveport, Bossier, and Natchitoches. A personalized invitation will also be sent to those in North Louisiana who have donated to WWF before.

9

• Flyer

10

• Radio Script

Group Members: __Katie Brumfield_____ ___________________ ___________________ ___________________ ___________________

Radio Script Sheet

Date Submitted: March 15, 2017 Product or Service: Gala - fundraiser Customer Type: Entrepreneurs, Busn leaders Spot Length: 40 sec Political leaders Advertiser: 103.1 Appeal: Fun, different, exciting Approach: Excited

The World Wildlife Fund is hosting an exciting gala and silent auction at the Melrose Plantation in Natchitoches on April 15, 2017 at 7 pm. Contact Brummie’s Events at (318) 265-0337 for ticket prices. Expect an unforgettable night of dancing, great food, and one of a kind art work from world famous artists, including the chance to win a chance to go on a safari with one of the wildlife photographers! The World Wildlife Fund wants to invite you to a night of culture, fun, and learning how you can make a difference for nature at Melrose Plantation in Nachitoches, April 15 at 7 pm. Contact Brummie’s Events at (318) 265-0337 for ticket prices.

Press Release

11

Brummie’s Events For Release: April 1, 2017 1684 Walker Rd Jonesboro, LA Special To: Ruston Daily Leader Contact: Katie Brumfield The News Star (318) 265-0337 Shreveport Times Natchitoches Times

GLOBAL NON-PROFIT, WORLD WILDLIFE FUND (WWF), TO HOST GALA AND SILENT AUCTION IN NATCHITOCHES, LA

The World Wildlife Fund (WWF) is hosting a gala and silent auction April 15, 2017 at 7:00 pm at

the Melrose Plantation in Natchitoches, LA to raise money for the organization.

Tickets to this event are $500 for individuals, and $5,000 to buy a sponsorship. Ticket cost

includes entry, a three course meal, cover fee to the dance floor, and silent auction, and the chance

to hear conservationists. The silent auction will feature donated art from world famous wildlife

photographers, exotic food baskets, and the chance to go on a wildlife safari with the wildlife

photographers. Contact Brummie’s Events to purchase tickets and for more information at (318)

265-0337.

Don’t miss your chance to mingle with like minded people passionate about protecting the

future of our beautiful planet.

Code no. date mailed ###

12

Agenda

Guest agenda: • Set up…………………………………………….. 10:00 am • Arrival Time: …………………………………….. 7:00 pm • Social Hour: ……………………………………... 7:00-8:00 pm

o Drinks, music, chance to bid on silent auction, open bar, band plays.) • Dinner: ……………………………………………. 8:10-8:45 pm • Intro of Speaker/band stops playing: ………….. 8:50 pm • Keynote: ………………………………………….. 9 pm • Photographer announces grand prize bidder : ...9:30 pm • Band starts to play again: ………………………...9:40 pm • Dance floor opens: ………………………………. 9:45 pm • Close down dance floor: ………………………… 11-11:30 pm • Event ends/all guests have left: ………………… 12 am • Tear Down…………………………………………. 12:10 am—2 am

Guest Arrival and Registration • For guest arrival, there will be a large sign directing guests to the parking lot. In

the parking lot, there will be staff members directing guests where to park. The space beside Melrose is large enough to accommodate all of the guest’s vehicles. When guests walk into the event, they will be greeted by friendly staff members, dressed in suits, who ask for their tickets. The entrance will have large banners with WWF logos on it surrounded by the modern décor the guests will see in the gala. There will also be bulb string lights hanging down to set the tone for the event. The entrance and parking fits into the vision for the event because immediately guests will see the WWF logo, so they will be able to recognize the reason for the event to bring awareness to WWF.

13

Budget

BudgetStarting: 200,000 Marketing/PromotionContingency -20,000 Invites -700Admin/MGMT -34,000 Flyers -800

146,000 Signage -1,000Flowers: 3 Sponsorship Backdrops -5,000120 bouquets -4,300 52,400Vases -400 Miscellaneous

141,300 Band -9,400Catering: Band travel expensesStaff -3,000 Flight -350Trailer kitchen -5,500 Hotel -250Food -18,000 Security -10,000Alcohol -12,000 Photographer -10,000Reservation Fee -500 22,400Profit -6,000 Speaker:Clean-up -3,500 Travel Expenses:Utilities/plates -1,700 Flight ($350)

91,100 Hotel -250Rentals: Honorarium -5,000Tent -2,000 Total 16,800Tables:40 round20 bar -10,4002 Stages -2,0002 bars -1,600Dance floor -2,400Lighting -5,000Sound Equipment -5,000300 Chairs -2,800

59,900VenueVenue rental -3,000

56,900

14

Food and Beverage • All food and beverage will be supplied by the one chosen caterer. They will be

asked to provide the two open bars, and the dinner and dessert at dinner. The food service style will be a plated service where the plates are served to seated guests. In order to fit into the culture of WWF and the types of people that will be attending the event, any type of meat served will be farm-raised and organic. The menu will feature southern style cooking to match the southern venue in Natchitoches. The menu will feature items such as Cajun pasta, fish or shrimp, a New Orleans style dessert, possibly beignets, and a variety of appropriate sides such as sweet potatoes, broccoli and cheese, or grits. Costs for staffing will include wait staff for the open bar and dinner and back of house. Other costs incurred booking an all-inclusive caterer will be a trailer kitchen because Melrose does not offer a full kitchen. More costs include a reservation and clean up fee, the alcohol, table cloths, plates, and utensils. The caterer will be asked to provide quality utensils and plates. As an alternative to alcohol, sweet or unsweet tea and water will be provided. Tea is a staple in the south, and also fits into the feeling of southern hospitality the event will have. The alcohol will help accomplish the goal of making this gala a social and fun event by helping people relax.

Staffing • For the two open bars, there will have three staff members working each bar.

There will also be ten wait staff for dinner, and five cook staff for back of house. As far as working the event, there will be six volunteers on parking lot duty. There will be two volunteers greeting guests at the entrance. The band will be expected to provide their own sound person. A staff of ten people will be needed for set up and tear down and for general operations of the event. General operations include a stage manager to keep the event on schedule and to run the keynote portion. Other operations include managing the keynote speaker, décor, and a few people to take care of issues.

Security and Emergencies

• For security, there will be two policemen there to monitor the event. The local authorities and fire department will be alerted that there is an event going on prior to the event. All phone numbers for hospitals, the fire department, and police will be kept on standby. If an emergency should occur, all staff members from Brummie’s Events are certified in CPR, if a choking should occur. The police and emergency services will be contacted immediately in the case of a health emergency.

15

Timeline

June 2016

Sunday

Monday

Tuesday W

ednesday Thursday

Friday Saturday

29 30

31 1

2 3

4

Book M

elrose Venue Book caterer

Book band A

rrange a keynote w

ith WW

F

5 6

7 8

9 10

11

Begin looking for sponsors

12 13

14 15

16 17

18

19 20

21 22

23 24

25

26 27

28 29

30

Book a photographer

WW

F G

ALA

16

Janua

ry 2017

Sund

ay

Mo

nda

y Tue

sda

y W

ed

nesd

ay

Thursda

y Frid

ay

Saturd

ay

1 2

3 4

5 6

7

C

ontinue to seek sp

onsors

8 9

10 11

12 13

14

Ord

er flowers

Com

pile p

otential

volunteer list

15 16

`17 18

19 20

21

22 23

24 25

26 27

28

29 30

31

WW

F G

ALA

17

Ma

rch 2017

Sunda

y M

ond

ay

Tuesd

ay

We

dne

sda

y Thursd

ay

Frida

y Sa

turda

y

1

2 3

4 5

6

Rent large tent;

stages

Buy centerpieces;

vases

7 8

9 10

11 12

13

Ha

ng flyers around

N

orth/Centra

l LA

O

rder sp

onsorship,

road

, entrance signs

Ra

dio scrip

t sent to sta

tions

14 15

16 17

18 19

20

21 22

23 24

25 26

27

Send out invita

tions

28 29

WW

F G

ALA

18

Ap

ril 2017

Su

nd

ay

Mo

nd

ay

Tue

sda

y W

ed

ne

sda

y Th

ursd

ay

Frida

y Sa

turd

ay

26 27

28 29

30 31

1

Press R

ele

ase

sen

t to

loc

al n

ew

spa

pe

rs

2 3

4 5

6 7

8

Fo

llow

up

with

c

ate

rer; b

an

d

Ca

ll sec

urity

Co

nfirm

volu

nte

ers

9 10

11 12

13 Pic

k up

ten

t; stag

es

14 15

Pic

k up

fresh

flow

ers

GA

LA

16

17 18

19 20

21 22

23 24

25 26

27 28

29

30

Pick u

p

ligh

ting

/soun

d

eq

uipm

en

t

Pick u

p

ba

nd

/spe

ake

r fro

m a

irpo

rt