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2/09/2014 11:31 AM
ThinkPINK not your average breast cancer
awareness fundraising event
the event we’ve been waiting for! Clear your calendar - It's going down! ThinkPINK kicks off at 7pm on
October 3rd, and you're invited to take part in the festivities. The
General Store and Co. 213 Franklin St, Melbourne VIC 3000 is our
meeting spot for a night of fun and excitement. Come one, come
all, bring a guest, and hang loose and help raise cash and awareness for breast cancer. This is going to be an epic event!
It’s a fundraising event like no other – forget your morning teas or
ladies’ pamper nights. It’s a fundraising event designed by young
people for young people. Think live tattooing, think up and coming
local bands and DJ’s, think pop-up shops and pink drinks…ThinkPINK!
introduction & event objectives
ThinkPINK is a fundraising event for breast cancer
awareness with a difference. The event elements
are designed to appeal to its Gen Y target market;
from the quirky and unique venue, to the activities
and entertainment, it’s a charity event distinct from
any other.
The following report outlines in detail: the event
objectives and team; the event concept and
design; marketing plan; sponsorship plan; the event
budget; risk assessment; and event evaluation.
The overall aim for the ThinkPINK, as a fundraising
event, is to generate profit for donation toward the
Breast Cancer Awareness initiative. As such, the
event objectives are designed to reflect the event’s
core goal of maximum financial return:
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1) To generate at least $2600 to donate to the charity,
measured by calculating net event profit (total
income from event tickets and fundraising activities
less total event expenses) after the event.
2) To ensure at least 66% of the venue capacity is
achieved by attracting at least 200 event attendees
measured by total ticket sales at the conclusion of the
event.
3) To secure an appropriate main attraction
(tattooing), measured by achieving 80% capacity of
booking availability is filled be the end of the event.
+
Event Director – Riana Bell The event director will oversee the event from start to finish, and be the focal point for communication both internally and externally. Human resources management is required to ensure open lines of communication between the event team and externally with suppliers. This position is responsible for creating an event plan that provides the event team a clear outline of deliverables and dead-lines for each task. Specific tasks include: Overseeing of Budget including monitoring recording of bookings and confirmations; event day logistics; and risk assessment and management.
Co – Event Director – Melanie Boulton
The Co-Event Director duties are to oversee the event concept and delivery ensuring the progression of all components. This position is also responsible for sourcing an appropriate venue to cater to our event concept ThinkPINK, and adhere to requirements of capacity, car parking, facilities, access, and suitable ambience. The co-event director will be the ongoing liaison to the venue manager regarding venue layout, bump in and out, site visits, venue agreement, decorations and communicate event programming.
Marketing Director – Lesley Vaughan
The marketing director is responsible for the development and effective implementation of the marketing and promotional campaign for the ThinkPINK fundraising event. The position requires the successful application of marketing strategies and communications activities. Deliverables include media and public relations initiatives such as: brand management; webpage development and maintenance; social media management and monitoring; publication management (production and management of all marketing collateral, including design, distribution and budgetary requirements).
Sponsorship Director – Nishi Chawla
This role is responsible for selection and procurement of suitable business relationships, to be managed and incorporated for the event’s purposes and requirements. The objective is to gain appropriate sponsors to provide financial or in-kind assistance including venue requirements, facilities, labor, time and products to support the event. The role also includes ensuring that sponsors benefit from the ThinkPINK event through raising their business profile, promotion of their products and in by increasing their public image awareness within the selected demographic profile.
the team the event team:
Budget & Finance Director - Matthew Wilson
The role of Finance and Budget Director for the ThinkPINK project entails communicating with the event team members to conduct continual analysis and assessment of the budgetary requirements for each individual department, in order to ensure maximum event profit to donate to the charity. This position is also responsible for management and maintenance of ticketing systems pre-event and onsite.
+ the event team (cont.)
Entertainment Director: Aleisha Cox
This role is responsible for procurement and coordination of the event’s entertainment and activities and management of their logistical requirements. Specific duties include: sourcing suitable pop-up shop vendors and talent for the event theme. This responsibility also involves ensuring all resources for the events entertainment are available; this includes sounding equipment for the live acts and tables for the pop-up shop area. As entertainment director must also manage the event’s entertainment operations and serve as primary point of contact for these stakeholders. Other tasks include recording attendance
event concept & design
With the National Breast Cancer Foundation as the
core focus, ThinkPINK is a contemporary fundraising
event with a difference. Moving away from
traditional fundraising styles, ThinkPINK has three
elements in mind: live music, entertainment and
market stalls, aimed to entice our audience to
donate, enjoy and interact.
Primarily the breast cancer alignment initiated from
the desire to host an event for a purpose, to make a
difference and help others. Breast Cancer Awareness
Month presented the perfect opportunity to ‘give
back’, to contribute to a cause which supports a
disease affected by many, as one in eight women
develop breast cancer in their lifetime (National
Breast Cancer Foundation, 2014). Secondly,
incorporating a charity partner for the event will assist
in strengthening its unique selling proposition, and
demonstrate to the community a commitment to
breast cancer research. This will leverage the loyal
customer affiliation of those affected by breast
cancer, a trait that cause-related marketing provides
(National Breast Cancer Foundation, 2014).
ThinkPINK will be held on Friday the 3rd of October, in
support of Australia’s Breast Cancer Awareness
Month in October, a campaign that encourages
women to identify change in their breasts (Australian
Government, 2014). ThinkPINK will be a registered
and recognised event with the National Breast
Cancer Foundation with an objective to raise $2,000
to assist in their efforts in continued research into the
prevention and cure of the disease. ThinkPINK will
commence at 7pm and conclude at 12pm, with an
option for our patrons to kick on into the early hours
of Saturday morning (3am).
According to Allen et al (2008), venue selection is
crucial; the venue must meet the requirements of the
event itself and also enhance the event’s style and
atmosphere. The General Store & Co. is located in
the heart of Melbourne (213 Franklin Street) and a
venue that is perfectly aligned with the goal to
fundraise creatively and inspire. It is a unique and
quirky venue for the people with an eclectic mix: a
Melbournian village with bar, cafe, barber hovel,
shoe store, clothing, imported special edition books
and a variety of canned grocery specials imported
from around the world are on display (The General
Store & Co., 2014). It is housed over three levels and
the décor lends itself to live music and a market
ambience; the leopard skin couches, Melbourne taxi
DJ booth, crates as wall art, funky lighting and a
quaint courtyard promise to leave guests astounded.
This unique venue has the capacity to hold 300
guests; it is wheel chair accessible, and is in close
proximity to public transport and parking.
The feature act is a live tattoo
artist, and guests are invited to
get inked on the night to
fundraise. This is aimed to draw
significant publicity and
generate conversation and
interest about the night. A
temporary tattoo artist will also
be in attendance to raise funds
(for those interested in
something less permanent).
Supporting entertainment
includes two live local bands, a
DJ, and a photo booth for
customised photos.
‘Goods. Grog. Grocery.’ is The
General Store & Co.’s slogan
and an integral element to their
brand; ThinkPINK’s event is
designed to utilise and extend
upon this concept. The ‘Goods’
element will be represented by
four ‘pop-up shops’ located in
our up-stairs PINKbar area; this
bar will serve a selection of pink
drinks (Vodka & Raspberry, Beer
& Raspberry and a pink cocktail)
where a percentage of the
purchase price will be donated
towards the charity.
The ‘Grog’ element will be
represented by both of the bars
at the event; in particular the
PINKbar located on the top
level, this area will be illuminated
with pink lighting and décor to
suit the event theme and venue
(pink skulls, candle holders and
signage).
Grocery’ will be represented through the lucky door prize and giveaways
conducted on the night. Attendees will be encouraged to wear ‘a touch of
pink’ to embrace our PINK theme.
All ages (18+) are welcomed to the event, however the over-all event design
is targeted at the Gen Y age group. The event is also aims to attract breast
cancer survivors, patients, their networks, others affected by cancer, and the
general public accustomed to clubbing on a Friday night, plus the event
team’s networks.
ThinkPINK is unlike conventional fundraising events; the unique venue and
activities are designed to attract and engage the Gen Y target market. It
promises to be a night to remember, something to be spoken about for years
to come.
marketing
The following section details the ThinkPINK marketing plan; the advertising and promotional strategies are employed to
reach its target market whilst maximising cost-effectiveness. Maintaining a low marketing budget will assist in achieving the
highest possible donation toward the fundraising effort. The strategy is supported by leveraging the ThinkPINK stakeholder
s’networks and a mix of low-cost online and print promotional activities. Network leveraging is a fundamental behaviour for
fundraising initiatives and a ‘means of overcoming internal resource constraints’ and early marketing is heavily reliant on this
aspect (Stokes and Wilson 2011, p.54). Print media has served as a powerful and low-cost advertising medium over the last
two centuries, and is particularly effective in reaching a ‘local’ target (Holden, 2007).
Online and Social Media: ThinkPINK will leverage a mix of online advertising strategies to promote the event, inclusive of an
online webpage, social media pages and listings on associated websites.
The event web page will be published on the Splashthat platform featuring ThinkPINK highlights plus an online ticketing
gateway. Facebook and Twitter pages will be established to promote the event, each will be regularly updated with fresh
content aimed to foster community involvement and instigate viral advertising. Posts will be image driven and highlight
activities and entertainment on offer; hyperlinks to the various event stakeholders’ websites and social media pages will
increase backlinks to the event social media pages. Regular updates inclusive of event news, promotions, photos and
videos are to continue across the pre-event, during and post event timeline to drive interest. Lastly, ThinkPINK will utilise its
partnerships with its stakeholders (venue, sponsors, talent and the charity entity) to promote the event through their
websites, social media pages and networks. ThinkPINK will also be advertised via online event and music directories.
Media and Print Advertising: A press release will be issued one month prior to the event date to local newspapers and music
publications. Event listings are to be submitted to the What’s On/Calendar section of local papers and gig guides. A range
of print advertising collateral is planned for dissemination. A6 double sided full colour flyers are to be printed, to be
distributed and displayed throughout the stakeholders’ networks and will be handed out to the public in the local area in
the lead up to and on event day. A4 and A2 one side full colour posters are to be printed for display throughout the various
stakeholders’ establishments, and will also be affixed in areas around the venue vicinity.
+
sponsorship
Targeted Sponsors:
Given that this is the inaugural ThinkPINK event, it is expected to attract sponsors
with a modest profile situated locally in Melbourne, those being relatively new to
the market and requiring increased brand awareness. To ensure an appropriate
‘fit’ between the event’s and sponsors’ target markets, selection will be based on
an alignment of the following: demographics, psychographics, media
preferences and purchasing behaviour profiles.
The target demographic profile for the event audience consists of both genders
aged 18-30 concentrating on Generation Y segment as they are highly active
within the market place (Morton, 2002) and are easily relatable to the ThinkPINK
event team.
The Generation Y psychographics suggest that this group is more outgoing and
adventurous; college students are particularly identified as trendsetters and are
well educated and open-minded (Morton, 2002). This generation impacts the
economy as they like to spend and consume with image orientated and
cognitive purchasing/buying motives (Morton, 2002). The media preferences of
the Gen Y cohort is reliant on the information age, they are technology savvy,
being high Internet users, who commonly interacting through social media
websites (Morton, 2002).
Sponsorship Proposal:
ThinkPINK offers sponsors some rights and associations (such as logo placement
on signage, website and promotional materials) that can provide a unique
opportunity to increase and enhance brand awareness, public image and reach
consumers in a more cost effective way than standard means of
advertising/promotion.
sponsorship (cont.) levels: in-kind support
+
Gold - General Store & Co.
This unique and creative concept bar
located in Melbourne CBD is providing
in-kind sponsorship by allocating all
three levels for use for the ThinkPINK
event, as well as security personnel, bar
tending services and promotion of the
event at the venue and through their
online channels (website and social
media pages).
Value:
• Attract target market to their
venue to generate repeat business
and word-of-mouth promotion
• Premium logo placement on all
marketing collateral, event social
media mentions
• Positive brand association with a
charitable cause
Siiver - Vintique Tattoo Studio
The studio will provide a tattoo artist
and required equipment on site from
7pm – 12pm. The business will be
responsible for booking in event tattoo
appointments and collection of fees;
all profits will be donated towards the
event fundraising initiative.
Value:
• Generate repeat business and
word-of-mouth promotion
• Build brand awareness
• Logo placement on all marketing
collateral; event social media
mentions
• Positive brand association with a
charitable cause
Bronze - entertainment line up
Natalie Tomlins, Ash Ball and DJ Riddle
are the secured talent for ThinkPINK
and are each donating their services
free of charge.
Value:
• Opportunity to build their profiles,
gain awareness and fans
• Positive brand association with a
charitable cause
• Opportunity to promote their
albums for sale and upcoming
performances
• Possibility of being hired by the
venue for future performances
talent (in-kind support)
Australian singer, songwriter Natalie Tomlins
accompanied with band and musicians the Echo Point
Mystics will play from 7pm-8pm. Natalie Tomlins is soon to
release her debut album and has agreed to provide an
hour-long intimate, soulful performance free of charge.
Ash Ball is a young, enthusiastic musician. The release of
Ash’s most recent EP “The Reason of Fate,” saw Ash
winning the prestigious Catapult Songwriting Competition
for his song “Burns So Cold”. This talented songwriter is
making his mark on the local Melbourne music scene and
will donate his time and talent to the ThinkPINK from 8pm-
9pm.
DJ Riddle has played in a variety of Melbourne bars and
clubs and will perform for ThinkPINK from 9pm-12pm at no
cost. This artist does not conform to one genre of music;
with a solid background in turntablism, he brings a sturdy
base and mentality to his mixing.
+
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the budget
For all events, the ‘sourcing and allocation of money will be
very important’ (Van der Wagen and White 2010, p.188). With
the aim of fundraising for Breast Cancer Awareness, the
ThinkPINK project will operate with minimal overheads. The
event is designed with as little financial outlay as possible in
order to translate to a more sizable donation for the chosen
charity. Event sponsors include the venue, talent and
activities, all have been secured at zero cost and are
providing “in-kind” gestures to support the ThinkPINK charity
fundraiser. Based on projected sales of 200 tickets the event is
expected to raise approximately $2600 (less expenses) to
donate toward the Breast Cancer Awareness charity.
Event funding to date ($850) has been generated from the
procurement of a VU grant and personal contributions from
event team members. The group has negotiated to initiate a
Petty Cash drawer to cover initial event expenses, with each
member donating $50 each towards Petty Cash. Petty Cash
will be funds used to finance marketing, logistic and event
coordination elements of the process. It is agreed that
members’ investments towards Petty Cash will be foregone
and included in the proceeds for donation to Breast Cancer
Awareness. The group has also sourced a $500 grant from the
Victoria University’s ‘Show your Initiative’ program (refer to
appendix 1).
Projections on estimated expenses against start-up capital
(petty cash) establish a break-even point for the event, this
indicates how many tickets need to be sold in order to
meet our expenses and start to make a profit. This is shown
in appendix 2, and indicates that start-up capital will cover
all fixed expenses ($580). It must be noted that every ticket
sold ($15) will incur a variable cost in the form of a 10%
administration fee of ticket value. This will be equivalent to
$1.50 per ticket sold and has been accounted for in the
per ticket break-down analysis (see appendix 3.
Negotiations with venue management are in play
regarding subsidising one free drink within the ticket value.
The aim is for three dollars from every ticket to be pre-paid
to the venue to secure a supply of one drink on the night
to ticket holders. Every ticket sold incurs a three dollar
payment to the venue which guarantees to supply drinks
to that value.
Tickets are available for purchased before the event at a
cost of $15; revenue from ticket sales will be quantity of
tickets sold multiplied by $12. Each ticket sold will come
automatically with the drinks benefit, therefore, minus
three dollars. See table 3.
In addition to ticket sales, fundraising efforts will be
supplemented by donations from event activities
including: both real and temporary tattooing; four pop-up
shop operators ($50 site fee each plus a 10% donation on
sales); plus proceeds from donation tins.
risk assessment
HIGH RISK SOLUTIONS / MINIMISER
· Not enough tickets sold · Create & market a door promotion (e.g. admit two,
half price etc)
· Funds sponsor falls
through
· Reassess budget and delegate areas that can be cut
down or out to save $$
· Last minute
entertainment cancellations
· Plan alternatives (such as solo artist / DJ play for longer
period) that can be implemented last minute.
MEDIUM RISK SOLUTIONS / MINIMISERS
· Not enough
sponsorship
· Reassess budget to minimise and/or cut costs.
Devise new sponsorship leads and follow up.
· Accidents due to
intoxication
· Ensure RSA procedures are in place and enforced inc.
cutting off intoxicated patrons
· Venue falls through · Confirm venue twice, ensure alternative venue
availabilities within the fortnight leading up to event
LOW RISK SOLUTION / MINIMISER
· Injury to performers /
patrons on site
· Ensure all OH&S standards and procedures are in place
and insurance policies are up to date.
· Failure to communicate
between event co-ordinators
· Organise and co-ordinate team meetings and briefings
to ensure that each team member is aware of their responsibilities,
contact methods, procedures.
+
Every part of event management has potential risks (Allen et al, 2008); risk management is
important for highlighting all potential risk factors within an event and providing logical and
systematic ways to lessen incidents. Event managers have a duty of care to avoid future
incidents that may have a damaging impact (Allen et al, 2008).
It is the responsibility of all event coordinators to ensure that safety is a priority and to report
any possible risks to the event director in a timely manner to ensure all risks can be avoided
and/or managed. The risk management plan for the ThinkPINK event is detailed below.
risk assessment +
The ThinkPINK event will undergo three phases of evaluation. The pre-event
phase involves evaluating the event concept and identifying relevant event
data required; the monitoring and control process occurs during the
implementation of the event; and post-event evaluation will measure the
event outcomes (Allen et al. 2008). The post event evaluation measures are
aligned with the ThinkPINK event objectives.
Pre-event Evaluation: in order to determine whether the ThinkPINK event
could be successful an evaluation of the event concept was undertaken, this
was completed though a feasibility analysis. The feasibility analysis involved
analysing whether the ThinkPINK event could be delivered successfully, given
the available timeframe and resources. It focused on three specific areas
marketing, operational and financial, each determining whether the event
concept matched the needs and available resources of the event. The initial
stage also requires stakeholders to be identified, this dictates the types of
data collection used within the second stage.
Monitoring and Control process During Event Implementation: the second
stage of evaluation includes the monitoring and control process that is
undertaken during the implementation of the event. It is used to establish
whether the event is running on track and identify if corrective action needs
to be taken. In order to ensure that all personal are informed and are working
to the best of their ability each staff member will receive a run sheet of the
event timeline. A checklist with contact details of key staff members and a
personal checklist will also be distributed to key assigned to organisers.
Post Event: The ThinkPINK financial director will be responsible for monitoring
progress toward each goal and for compiling post event financial reporting;
this event documentation will be undertaken to evaluate the success in
achieving event objectives. Key areas of post event documentation include:
calculation of event net profit to ascertain whether fundraising efforts have
achieved the goal of generating $2600 for donation to the charity; a final
ticket tally will be taken to assess the objective of reaching 200 event
attendees; and the tattooing operators bookings records will be reviewed to
identify whether 80% of the available booking time was utilised during the
event.
evaluation
ThinkPINK not your average breast cancer
awareness fundraising event
conclusion It’s an event not to be missed! ThinkPINK is set to be a night to be
remembered: live tattooing, a stellar line up of local talent, pop-up
shopping, the PINKbar serving a menu of pink concoctions, and all in the name of raising funds for Breast Cancer Awareness.
references +
Allen, J, O'Toole, W, Harris, R & McDonnell, I 2008, Festival and Special Event Management, 4th
edn, John Wiley & sons, Brisbane, Australia.
Australian Government 2014, Cancer Australia, Healthy Living, Campaigns Events, Breast
Cancer Awareness Month, viewed 27 August 2014, <http://canceraustralia.gov.au/healthy-
living/campaigns-events/breast-cancer-awareness-month>.
Getz, D 2012, Event Studies: Theory, Research & Policy for Planned Events, 2nd ed.,
Elsevier, Australia.
Holden, S 2007, Posters: Art & Advertising, Faculty of Business Bond University, viewed 25 August
2014,
<http://works.bepress.com/context/stephen_holden/article/1016/type/native/viewcontent>.
Morton, PL 2002, Targeting Generation Y (Segmenting Publics), Public Relations Quarterly, vol.
47, no. 2, pp. 46- 49.
National Breast Cancer Foundation 2014, Research, About Breast Cancer, viewed 27 August
2014, <http://www.nbcf.org.au/Research/About-Breast-Cancer.aspx>.
National Breast Cancer Foundation 2014, Sponsors and Marketing, Cause Related Marketing,
viewed 27 August 2014, <http://www.nbcf.org.au/Sponsors-Partners/Cause-Related-
Marketing.aspx>.
Stokes, D & Wilson, N 2011, Small Business Management and Entrepreneurship, 6th edn,
Cengage Learning, Australia.
The General Store & Co., 2014, Our Story, viewed 27 August 2014,
<http://www.generalstoreandco.com.au/#welcome>.
Van der Wagen, L & White, L 2010, Event Management: for Tourism, Cultural,Business and
Sporting Events, 4th edn, Pearson Education, Frenchs Forest, Australia.
Appendix 1: Start-up Funds
Petty%Cash% 850.00%
Expenses'
Advertising+ 100.00+
Web1site+ 30.00+
Promotions+ 200.00+
Parking+ 80.00+
Food+ 120.00+
Decorations+ 50.00+
Total% 580.00%
++
Petty%Cash% 850.00%
Total% 580.00%
Remainder% 270.00%
+
Description Debit Credit Balance
Start-up 0.00 0.00 0.00
Investor's (Foregone) Aliesha 0.00 50.00 50.00
Lesley 0.00 50.00 50.00
Matt 0.00 50.00 50.00
Mel 0.00 50.00 50.00
Nishi 0.00 50.00 50.00
Rii 0.00 50.00 50.00
Silvia 0.00 50.00 50.00
Donations (In Kind)
Vic Uni Grant 0.00 500.00 500.00
PETTY CASH $850.00
TOTAL $850.00
Ticket Sales = Venue Volume 200 x Price 15.00 $3,000.00
Appendix 2: Break Even Analysis +
Appendix 3: Budget Forecast +
Per Ticket Analysis
Marketing/Ticketing Debit Credit Balance
Tickets (Pre-Sale) 0.00 15.00 15.00
Ticket Administration -1.50 0.00 -1.50
Advertising -0.40 0.00 -0.40
Web-site -0.12 0.00 -0.12
Promotions -0.80 0.00 -0.80
Sub-Total $12.18
Venue
Drinks -3.00 0.00 -3.00
Sub-total -$3.00
Logistics
Venue Parking -0.32 0.00 -0.32
Trailer 0.00 0.00 0.00
Sub-Total -$0.32
Event
Raffle 0.00 0.00 0.00
Donations Tins 0.00 0.00 0.00
Market Stalls 0.00 0.80 0.80
Door Sales -15.00 15.00 0.00
Decorations -0.20 0.00 -0.20
Food -0.60 0.00 -0.60
Sub-Total $0.00
Start up funds $850.00
BCA Charity
Proceeds Per Ticket $8.86
Tickets Sold 200
Proceeds Per Ticket x $8.86 $1,772.00
Petty Cash Transfer + $850.00
PROJECTED TOTAL = $2,622.00