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.