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Table of Contents
III. Goals. 2
VII. Six Ps. 2
VIII. Stakeholders. 3
XII. Timeline. 3
XIII. Budget 3
XIV. References. 4
Executive Summary
This section provides an overview of your entire plan. Think of this section as providing a topline summary of each topic.
Introduction
This section provides background on the organization for which the special event is being proposed and the purpose of the plan.
Goals
This section should state thegoals of your special event and how they align with those of an organization if applicable.Specifically, what is the organization trying to achieve in order to realize its vision and mission?
Strategy
This section should discuss how your special event is going to compete in the marketplace. That is, who are your competitors and how are you going to differentiate your event?
SWOT Analysis
What are your strengths, weaknesses, opportunities and threats? Remember, your strengths and weaknesses are internal and your opportunities and threats are external. How can you leverage your strengths and opportunities, and address your weaknesses and threats?
Five Ws
What are the Five Ws of your event? That is, why are you holding the event? Who are we targeting? When should it be held? Where is the best venue? What are you marketing?
Six Ps
What are the Six Ps of your event? That is, what is the product that you are offering? What is the price of your event and is it based on the market or the value of your event? How will the place contribute to experience marketing? How will you promote your event? What is the operational process of event functions? And, how will people interact with attendees at the event to enhance their experience?
Stakeholders
Who are your stakeholders? That is, who are all the groups that will be directly and indirectly impacted by your event? Are they businesses, residents, professional associations?
Sponsorship& Cause-Branding
What value does your event provide to potential sponsors? What are their missions, visions and values? Does it align with a company’s cause-branding?What are the traditional sponsorship activities of your target companies? Does your event provide an opportunity to display their products or services? Does it represent a research opportunity for their customers? Is it an opportunity to reward their employees? Will your event improve their relationship with the community? Will it enhance their corporate reputation? Will it allow them to market to other businesses? How will you measure the impact of your event and the sponsor’s return on investment?
Digital Strategy
What digital strategies can you develop to raise awareness of your event and target your customers? For example, what type of website are you going to develop and what features are you going to incorporate?What types of social media platforms are you going to use? Are you going to use paid media? What type of content are you going to generate for your website and social media? How will you capture your customers and interact with them?
Earned Media
This section should include a more detailed discussion of your earned media plan. That is, who is your audience and what media will you use to target them? Who are the journalists and bloggers who have written about your special event before? What strategies and tactics will you use? Will you send out a press release several weeks in advance to secure coverage of your event? Will you arrange interviews with targeted media outlets? Will you be announcing anything newsworthy at your event?
Timeline
This section should provide a description of the timeline for your event. You should also provide a detailed timeline in the form of a Gantt chart in the appendices.
Budget
This section should include a proposed budget and pricing structure.
References
This section should include a list of references cited in your plan in either MLA, APA or Chicago Style format.
Appendices
Any material in this section such as your Gantt chart should be included as separate attachments.
