EVENT MANAGEMENT

Project Management

Submitted To:

Ms. Madiha Malik

Rabeea Tanzeel Donia Ismail Samra Sabir Fakhra Aziz Jahangir Arif 23rd May, 2013 47 (09-13) 24 (09-13) 62 63 64

Submitted By:

Submission Date:

ACKNOWLEDGEMENTS

First of all we would like to thank Allah Almighty who has bestowed us with endless blessings, courage and knowledge to complete this project. Secondly to Ms. Madiha Malik who has provided us with her timely guidance. Finally we thank all those people who were directly or indirectly involved in this project including our administration, class fellows, family.

Table of Contents
What Is Event Management ..................................................................................................................... 1 CORPORATE EVENT ................................................................................................................................... 5 INTRODUCTION TO THE PROJECT ................................................................................................................. 5 INTRODUCTION TO TULIPS EVENT ................................................................................................................ 6 SCOPE STATEMENT OF TULIPS AWARD CEREMONY .................................................................................... 6 Objective ................................................................................................................................................... 6 Deliverables............................................................................................................................................... 6 Milestones................................................................................................................................................. 7 Technical requirement .............................................................................................................................. 7 Limits and exclusion .................................................................................................................................. 7 WORK BREAKDOWN STRUCTURE ................................................................................................................. 7 Corporate Event Planning Work Breakdown Structure (WBS) .............................................................. 8 INTRODUCTION TO OUR PROJECT .............................................................................................................. 10 KEY STAKEHOLDERS ................................................................................................................................ 10 SCOPES STATEMENT .................................................................................................................................. 11 PROJECT OBJECTIVE ................................................................................................................................ 11 DELIVERABLES ......................................................................................................................................... 11 MILESTONES............................................................................................................................................ 11 TECHNICAL REQUIREMENTS ................................................................................................................... 11 LIMITS AND EXCLUSION .......................................................................................................................... 12 CUSTOMER REVIEW ................................................................................................................................ 12 WORK BREAKDOWN STRUCTURE ............................................................................................................... 12 SUMMARY TASKS .................................................................................................................................... 13 DELIVERABLES WITH SUBTASKS .............................................................................................................. 13 Network Diagram ........................................................................................................................................ 16 PRIORITY MATRIX ........................................................................................................................................ 17 OUR MAJOR COMPETITORS ........................................................................................................................ 18 J & S ......................................................................................................................................................... 18 EVEVTO ................................................................................................................................................... 18 AL WASEEM EVENTS ............................................................................................................................... 18 3

CITY EVENTS CATERERS & EVENT MANAGEMENT .................................................................................. 19 PARADISE BANQUET HALL ...................................................................................................................... 19 THE PALM ................................................................................................................................................ 19 SWOT ANALYSIS .......................................................................................................................................... 20

What Is Event Management

Event organizing is the art to manage the things so accurately that each and every host of that program appreciates that Program Schedule. So the importance of Event Management cannot be ignored in this busy life. Event management is an exciting and growing industry, as well as a unique career opportunity for everyone with a passion for the planning and organizing of events. Event management is the application of project management to the creation and development of festivals, events or conferences. Event management involves 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.

CORPORATE EVENT
A corporate event is a chance to show the image of your company. A corporate event will leave a lasting impression in the minds of those you care about - the stakeholders.

INTRODUCTION TO THE PROJECT

In this project, we were required to take any real-life project, discuss it from the perspective of project management and then by taking that big project to a lower level, we had to present a hypothetical project plan. The project that we choose in this respect was the event management of TULIPS EVENT. In this documentation we have presented the scope statement, work breakdown structure and other relevant information related to the management of an event. For the sake of hypothetical project, we have taken into consideration the corporate event which is Conference for Leadership Development and Team Building. Conferences typically have multiple sessions that occur concurrently. They are typically held at hotels, begin with a keynote session and then hold breakout sessions by topic. A conference is usually planned for 2/3 of a day, one day, two days or sometimes longer. We will be arranging the conference of leadership skills and team building for 2 days and the timings will be from 8 a.m to 5 p.m.

INTRODUCTION TO TULIPS EVENT

TULIPS EVENT is widely leading and recognized as wholesome, complete events solution provider. It is a team of young, creative, enthusiastic and dynamic professionals with a sparkling stream of ideas having vast experience in the field of EVENTS and ENTERTAINMENT. Their goal is to give each and every event a different meaning, identity and a vision with true professionalism to chart the roads of informative and entertaining events. They organize the events like birthday parties, weddings, corporate events, school events, fashion shows and concerts etc. TULIPS EVENT provides the best planning for holding a corporate event; they give the innovative ideas for the projects and help them in selecting the venue, guests and meal etc. they help their clients to bring the perfect corporate event according to your desired budget. We have taken their corporate event of award ceremony, its scope statement and work breakdown structure is given below.

SCOPE STATEMENT OF TULIPS AWARD CEREMONY

Objective
Tulips events services brings the perfect award ceremony setup for your next award ceremony, and manages according to your desire budget.

Deliverables
Venue selection for award ceremony. Sending invitation cards to participants. Selecting people for nomination, confirming their arrival. Promoting the event through official website. Selecting people for comparing. Registration for award ceremony participants. Designing of award shields. Planning for sitting arrangement, sound setup, and lighting and projector setup. Planning for refreshment.

Milestones
Venue selection completed on March 5. People are selected for nomination on March 15. People are selected for comparing on March 20. Registration completed on March 30. Award shields designed on April 8. Planning completed for sitting arrangement, lighting, and sound and projector setup on April 25.

Technical requirement
Expert for nomination process. Lighting and sound arrangement expert. Designers for award shields and invitation cards.

Limits and exclusion

People will be nominated for award with a specific criteria. Registration will be completed 2 weeks before the award ceremony. Timing will be 6 p.m to 9 p.m

WORK BREAKDOWN STRUCTURE

A work breakdown structure (WBS), is a deliverable oriented decomposition of a project into smaller components. It defines work elements in a way that helps organize and define the total work or scope of the project. A work breakdown structure element may be a product, data, service or any combination. Some widely used reasons for creating a WBS include: Assists with accurate project organization Helps with assigning responsibilities Shows the control points and project milestones Allows for more accurate estimation of cost, risk and time Helps explain the project scope to stakeholders

Corporate Event Planning Work Breakdown Structure (WBS)

1.1.0 Corporate Requirements 1.1.1 Event Objectives 1.1.2 Location 1.1.3 Size 1.1.4 Date 1.1.5 Budget 1.2.0 Venue Selection 1.2.1 Site visit 1.2.2 Venue selection 1.2.3 Contract 1.2.4 Deposit 1.3.0 Advertisement 1.4.0 Event Planning 1.4.1 Guest Speakers 1.4.2 Technology 1.4.3 Meal Planning

Corporate Event Planning

Corporate Requirement Event Objectives Location

Venue Selection

Advertisement

Event Planning Guest Speakers

Site visit

Venue Selection

Technology

Size

Contract

Meal Planning

Date

Deposit

Budget

Here we have shown a simplified WBS for organizing the corporate event. At the top is the end product - deliverable product or service. At level 2 we have shown the sub deliverables which are required to organize the corporate event. One deliverable is corporate requirements, then Venue selection, and then Event planning. The lowest level of WBS is Work Package. Work packages are identifiable work activities.

INTRODUCTION TO OUR PROJECT

Our company, named EVENT HORIZON, has the aim to provide our clients with the best resources needed to create astounding and memorable events. Along with our passion and dedication we will provide our customers the event management, logistics, audio and visual services for conducting the event. Our company has been given the project of arranging a conference for building leadership skills and team building. This project is given to us by the three departments of PU i.e. INSTITUTE OF ADMINISTRATIVE SCIENCES, INSTITUTE OF BUSINESS ADMINISTRATION and INSTITUTE OF BUSINESS AND INFORMATION TECHNOLOGY with the collaboration of LCCI Pakistan. According to Henry Ford; Team work and leadership is important. "Coming together is a beginning. Keeping together is progress. Working together is success." The aim of this project is to enlighten the students about the importance of leadership and team work. For this purpose we will invite different speakers who are renowned for their knowledge and experience. For paying these speakers we will attract sponsors through our references with the help of which we will organize a perfect event for students. It will be a two days learning conference in which students from different universities will also be invited like LUMS, LSE, Kinnaird College and Lahore College etc. The scope statement, work breakdown structure and network diagram is given below.

KEY STAKEHOLDERS
The project stakeholders involve anyone who is related to or is affected by the project in anyway. The stakeholders can be categorized into internal and external stakeholders. The internal stakeholders will be; Event manager. Event team Other staff members

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The external stakeholders, on the other hand may involve; Punjab University. LCCI. Our sponsors. Participants of the event. Suppliers of materials.

SCOPES STATEMENT
PROJECT OBJECTIVE
The objective of this event is to provide assistance to our client so that the leadership skills and team building can be transferred by organizing a conference for two days within the given budget.

DELIVERABLES
To get the sponsorship for organizing the event. Selection of venue which can accommodate 500 to 600 persons. Selecting the speakers, confirming their arrival. Promoting the event through social network (facebook, twitter) and through our official website and brochures. Registration for the event participants. Planning for meal, dcor, sitting arrangement, projector setup, and sound setup.

MILESTONES
Sponsorship approved September 5. Booked the Venue September 20. Selected the speakers September 30. Promotion completed October 15. Registration completed October 17 Planning completed October 30.

TECHNICAL REQUIREMENTS
Experts for lighting and sound arrangements. Brochures designer for promotion.

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LIMITS AND EXCLUSION

Conveyance will not be provided. Timings will be from 8a.m to 5p.m. Registration will be completed 2 weeks prior to the event.

CUSTOMER REVIEW
Customers of the event and sponsors will review the plan.

WORK BREAKDOWN STRUCTURE

Corporate Event Planning

Getting Sponsorship Collect Contacts

Arranging the Venue Collect Information

Arranging the Speakers

Promotion

Sending Invitations Universities

(15days)
Listing Updating Website Creating Face book

Contacting

Review Alternatives

Check Availabilit y Sending Invitation

Invitation Card

Providing Details

Select Venue

Design Broachers

Sending Invitation

Check Availability

Providing Details

Print Broachers

Booking Distribute Broacher

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SUMMARY TASKS
Preparing our objectives (14 days) Getting Sponsorship (30 days) Arranging the Venue (15 days) Arranging the Speakers (15 days) Promotion (25 days) Sending Invitations (10 days) Planning the Event (15 days)

DELIVERABLES WITH SUBTASKS

1.0 Preparing Our Objectives 2.0 Getting Sponsorship 2.1 Collecting the different contacts of our employees (7 days) 2.2 Contacting them to sponsor our event (7 days) 2.3 Providing the details of our event (2 days) 3.0 Arranging the Venue 3.1 Collecting the information of different venues (5 days) 3.2 Reviewing the alternatives (3 days) 3.3 Selecting the venue (1 day) 3.4 Checking the availability of the chosen venue (1 day) 3.5 Booking (1 day) 4.0 Arranging the Speakers for the event 4.1 Listing all the required speakers (3 days) 4.2 Checking their availability (3 days)
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4.3 Sending them invitation to speak on our event (3 days) 4.4 Providing them details about what to speak on (1 day) 5.0 Promotion 5.1 Updating our website (3 days) 5.2 Creating a facebook and twitter page for the event (2 days) 5.3 Designing the brochure (5 days) 5.4 Printing the brochure (5 days) 5.5 Distributing the brochure (10 days) 6.0 Sending Invitations 6.1 Listing the Universities to be invited (2 days) 6.2 Preparing the invitation cards (5 days) 6.3 Sending the invitations (3 days) 7.0 Planning the Event 7.1 Selecting the theme of the decoration (2 days) 7.2 Deciding upon the menu (3 days) 7.3 Planning the seating arrangement (4 days) 7.4 Arranging for the multi-media (1 day) 7.5 Allocating the specific duties to the staff (2 days) 7.6 Bouquet arrangement for the speakers (3 days) 8.0 After the Event 8.1 Thanking all those who helped made the event successful 8.2 Returning the rented equipment

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TABLE FOR THE NETWORK DIAGRAM

Identification A B C D E F G

Description Preparing our objectives Getting Sponsorship Arranging the Venue Arranging the Speakers Promotion Sending Invitations Planning the Event

Predecessor None A B C D D E, F

Time Duration (days) 14 30 15 15 25 10 15

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Network Diagram
0 0 0 A 14

Objectives of the Event 14 14

14 0 14

44

Getting Sponsorship 30 44

44 0 44

59

Arranging the Venue 15 59

59 0 59

74

Arranging the Speakers 15 74

74 0 74

99

74 15 89 99 0 99 G 114

84

Promotion 25 99

Sending Invitations 10 99

Planning the Event 15 114 16

PRIORITY MATRIX
There are three major constraints or criteria that are faced by any project time, performance and cost. The major challenge for a project manager is to manage trade-offs that exists among these three constraints. To better take decisions regarding these three criteria and to better manage trade-offs between them, a priority matrix is used. The priority matrix makes it easy to identify that which of these criteria is to be kept fixed in accordance to the original parameter (constrain), which can be optimized (enhance) and in which criterion it is tolerable not to meet the original parameters (accept). In case of our project, performance will be our constrain because we will not compromise our performance and we will deliver our best performance to satisfy our customers. We will enhance our time because we cannot compromise on it; we have to conduct the event on the given time and we will accept the cost so that we can make the event memorable and satisfactory for our stakeholders.

TIME CONSTRAIN

PERFORMANCE

COST

ENHANCE

ACCEPT

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OUR MAJOR COMPETITORS

J&S
A company formed with modest beginnings, J&S grew with the passion for generating motivations, developing meaningful spaces, stirring emotions and inducting reactions and to date retaining and building that underlying passion. J&S has its finger on the pulse of what is new and innovative in the marketing and entertainment world, executing each event successfully for the growing Pakistani market. J&S Services are Corporate Events, Weddings, PR & Media and Artist Management, Fashion shows etc. J&S approach each clients specific needs with sensitivity requires producing an effective and tailored result. J&S solutions for all the conference management, reservations guaranteeing a high quality, cost-effective approach professionally managed conference. and attention. It provide effective and travel needs to producing a

EVEVTO
Evento Pakistan is one of the most well-known event management and wedding planning company. In the period of only 8 years Evento has proudly managed to plan more than 500 weddings, more than 200 cooperate events, and more than 50 commercial events in different cities in Pakistan. They provide the services of wedding, parties and corporate events.

AL WASEEM EVENTS
Al Waseem Events is a leading name in Event organizers, management, and decor services. It was founded in the year 1996 and since then it has managed to mark its presence in the hearts of people. It has come a long way in the last few years to be recognized as a best leading event planner. The Company offers a wide range of services provided by dedicated event management staff. It is to ensure the best planning and organization of each event covered by the company. Within a very short span of time, Al Waseem Events has made its place in Pakistans top events planner and weddings organizers. All this has been made possible by the ultimate determination devoted to work. All the services are centered at the clients requirements and desires, as we believe in working for our customers. They provide the services of wedding, parties and corporate events.
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CITY EVENTS CATERERS & EVENT MANAGEMENT

City Event Caterers and Event Management was established in 2001 by Mr. Mehmood to provide quality event management and planning services. They are a customer focus company. They listen to the clients needs and advise a solution for them which are best suited to their budget. They provide a one stop solution to all their clients including management of events, food and catering, stage decorations, flower etc. Major services are wedding, corporate event and parties.

PARADISE BANQUET HALL

Paradise Banquet Hall is dedicated to making functions the best they could. From wedding receptions to business meetings and everything in between, Paradise Banquet Hall will create a custom experience that will satisfy even the most discerning guests. With twenty five years experience and friendly and professional service, they are confident about their services. Their hall comfortably seats up to over 2000 people and the choices of menus are extensive and can truly fit any budget. They provide the services of corporate events, wedding and birthday parties etc.

THE PALM
The Palm is one of the best event management and wedding planning company, specializing in upscale and elegant wedding arrangements and sophisticated corporate events established in 2007. The Palm can cater for the intimate and exclusive, to the most elaborately themed affairs, organizing each aspect of planning. Attention to detail is important at The Palm and special care is given to each detail and specific request, taking special care with luxurious furnishings and appointments. Their staff is well experienced in all the requirements of an event. They know how to satisfy our clients by catering to all their needs and providing new and unique ideas of our own. They have experience of arranging and planning events internationally.

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SWOT ANALYSIS
In SWOT Analysis: Strengths Strengths are those internal factors of a project which are helpful in achieving project's objectives. Strength of our project is: We will be entering market after conducting a thorough research, therefore we will be well aware of the market conditions and the strengths and weaknesses of our competitors and all this knowledge will help in developing plans and strategies effectively. Our strength also lies in the fact that we will be targeting wider market unlike many other existing event managers, which are just targeting the elite classes. Our potential customers would also include those belonging to the upper-middle class and the upper-lower class. Though for them our profit margins would be lower, hence it would enhance our brand image. Weaknesses Weaknesses are those attributes of a project which are adversely affect in the achievement of the project's objectives. Our Project weaknesses are: We had started our business with low initial investment hence insignificant promotional efforts. Since we will be new in the market, we might have to face problem in developing our name and brand image. Opportunities Opportunities are those external factors which are helpful in achieving the project's objectives. Our project opportunities are: The trend of hiring the services of event managers is gradually increasing in our society, so the demand for such businesses seems to boost in the future and we can surely benefit from this. There are not many competitors in this field since the market is still developing. Therefore it would not be really hard to enter the market. Our potential customers, that include all the subclasses of upper class, are a great opportunity for us if we wisely utilize our strengths and resources in capturing and serving them.
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Threats Threats are those external factors which are hinders the achievement of the project's objectives. Our projects threats are: Hiring event managers is a decision where people least prefer to take any kind of risk since it could spoil their entire event. Hence people usually do seek for well-known and established names in the market. Under this condition, we will have to design our strategies efficiently and effectively. No matter how moderate or enlightened individuals might get, there still exists those fractions in our society who feel reluctant and hesitant about spending their money in hiring such services like that of event management. In order to capture these target customers, we will have to specifically consider their reservations.

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