HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY DEPARTMENT OF INTERNATIONAL RELATIONS MANAGEMENT OF EVENT OPERATIONS FINAL EVENT PROPOSAL EX-STEPS TEAM: Bees Run CLASS: 222172206304 INSTRUCTOR: MA. Tran My Hai Loc Academic year: 2022 - 2023 Ho Chi Minh City, May 2023 Phan Ngọc Thiên Kim Trương Thị Ngọc Liễu Nguyễn Thảo Vy 21DH700816 21DH700837 21DH702474 Leader Account Copywriter Bùi Kim Tú Nguyễn Trần Kim Ngân Lê Anh Thư 21DH702314 21DH701120 21DH702913 Copywriter Copywriter Planner Nguyén Thi Ngoc Nhi Mai Khánh Ngân Nguyễn Thị Hồng Nhung 21DH703088 21DH701079 21DH701414 Planner Designer Designer ONTENT Contents I. Overview of the organizer and clien(. 5 TL —-_ Event description.
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On the day. 46 PART AFTER 3: THE EVENT.ì no ooeooooooio 53 'Non. Overview of the organizer and client 1. Organizer: + Organizer: a group of students from the faculty of international relations - at HUFLIT, responsible for ideas and implementation, inspired by bees who work hard, and always try to complete success for the day.
« Bees Run is an agency with: © Types of events are diverse, humane, and meaningful to the social community. © Unique and creative ideas, always catching up on trends in time, coming up with entirely new and unique ideas, bringing their own features, and creating unforgettable impressions for each program. © Staffis young, enthusiastic, full of potential, dynamic, flexible, adaptable, and rich in ideas. Creative Brief Module: Management of Event Operations Client Information: Worldwide Fund for Nature in Viet Nam (WWF) THE TASK THE BARRIERS « Maximum 3 event activities Lack of funding (unlimited event types) © Manpower shortage « Location: District lor District 3 © Legal issue « Atleast 10 articles on the reputable © Scandal of participants, KOLS, guests to after event © Not attracting enough participants « Atleast 2 breaking news on TV © Media coverage of the event did not get Channels (HTV and VTV) enough interaction « >=500.000 targets know about the © The cost of renting a venue in District 1 event is too expensive « Maximum of 200 guests, including: Representative of Universities in HCMC Representative of WWF Vietnam, HUFLIT © Special Guests (Sponsors + KOLS+ Diplomatic missions in HCMC+ Local Authorities) « Create a new fanpage for the event: © Run media 45 days in advance.
© Maintain around 500 interactions per post. © The number of people who like the fanpage must reach at least 5,000 people after the event « The main target audience all gender >= 18 years old (But mostly in 18-31). « Customer characteristics: difficult to please, always TH changing and following trends TARGET « Must reach at least 2.000 participants for all event activities.000 VND THE « Samsung: Outdoor Advertising and Samsung Gear BRAND OFFERS VR Virtual equipment REASON — TO— BELIEVE « Proofs: based on the given brief COMMUNICATION PROPOSITION «= Suggested ideas © The series of activities includes 3 events Activity 1; growing plants in used HEINEIKEN beer cans. At the end of Activity 1, the Organizing Committee will give gifts to the participants.
The sponsor for this activity is OMO. Propaganda activities about the importance of trees in environmental protection. Activity 2: will be held in parallel with activity 1, showing documentaries about wildlife, for participants to wear virtual reality glasses sponsored by Samsung to have the most authentic experience as well as_ better understanding. about the pain of animals being hunted and lost their habitat.
This activity helps to raise public awareness in wildlife protection. Activity 3: organize a recycled fashion show and a music night with the theme of protecting the environment and animals with two special guests, Model Chau Bui and Singer Truc Nhan. Recycled costumes and demonstrations will be made by Huflit students and students from other schools. At the end of the program, there will be gifts given to guests, Sponsors,.
« The key message: MUST include or similar meaning with these keywords: HWWFEVN, #Wildlife, # SavetheEarth, #HUFLITXWWF MANDATORY TIMING « WWE is responsible for overseeing the One-Day Event June 2023, From event, assisting with the licensing and 08:30-21:00 legality of the event. Communication products on animal conservation and the environment will be made by WWF. « BTC will be a group of students from the Faculty of International Relations- HUFLIT, responsible for the idea of the event and the management of all activities of the event. TICKET SHOULD be FREE.
Event description Event name: Ex-Steps Event concept: Awareness as an awakening, and actions will be evidence of that awakening. Starting from the smallest and simplest actions such as planting more trees, condemning the poaching of rare animals, reducing plastic waste, etc. Contribute to the protection of the environment and rare animals. In addition, providing opportunities for people to act will increase their awareness of environmental and animal issues.
Theme: Green/When we think of nature, we immediately think of the green color of the leaves, and green also represents life, freshness, and positive energy. When green is combined with yellow, it not only brings sophistication and elegance but also creates the feeling that every ray of warm sunlight is creeping through each green leaf. Type of event: Awareness building event, social event. Target audience: The main target audience of all gender >= 18 years old (But mostly in 18-31).
Objective: To create opportunities for people to experience and act, and raise awareness of environmental and animal protection in each person. Event Content Venue/ location: Hoa Lu Stadium Main timeline: Event start date/s: 18/06/2023 Event end date/s: 18/06/2023 Event start time: 14:00 Event end time: 21:00 » Event organizers contact details: NAME EMAIL Leader Phan Ngoc Thien Kim kamphannt03@gmail.com Account Trương Thị Ngọc Liễu truongngoclieu.com Copywriter Nguyễn Thảo Vy ntvy264@gmail.com Designer Mai Khanh Ngan maingan894(@gmail.com Planner Lé Anh Thu leanhthu251003@gmail. Event Management « Major stakeholders © Samsung Mực Tím OE OO and agencies: © Omo Yeahl & Organizer: Bees R Yan News Zing News « Agencies: S©S VnExpress © Tuổi trẻ ©S 24h « Sponsors: © Thanh nién © Soha 9 © Heneiken © Hoa Học Trò «~ Guests: © The representatives of WWF Vietnam, HUFLIT © The representatives of Universities in Ho Chi Minh City © The representatives of Samsung, Heineken & Omo Model Chau Bui 6 Singer Truc Nhan, Singer Trong Hieu se The representatives of Ho Chi Minh City External Relations ¢ The representatives of People’s Committee of District 1 © The representatives of People’s Committee of Da Kao Ward © © Medical: Clinics of Da Kao Ward and District 1 ° Sanitary: Pan Pacific Company ° AV System: F5 Media Vietnam Joint Stock Company « Sponsorship opportunities: BENEFITS Gold/ 1* Silver/ 2" Bronze/ 3" Sponsor Sponsor Sponsor Heneiken Samsung Omo Sponsor’s logo is appearing on FB, YT, TT FB, YT FB platforms Publications of the kit for the audience and the organizers Locate booth and give voucher 1000 800 500 in the event Sponsor's name appeared in gratitude articles on digital platforms MC mentions sponsor’s name Invite sponsor’s representative to deliver speech Invite sponsor xX x representatives to receive flowers and medals from the concert Receive invitation to the event 8 5 (Number) Promotional articles for x x sponsors on social media platforms Receive thank you letter and x x certificate from the Organizing Committee Separate PR = article for 3 2 sponsor in each newspaper Thanh nien, Hoa Hoc Tro, Muc Tim, Yan News (No of articles/ Name of Press Tuoi tre, Zing News, Soha or News) VnExpress, Yeahl, 24h Logo appears on the event’s 10 summary video clip Provide database of the Name, tel, Name, tel Email audience email SPONSOR PACKAGE 500,000,000 300,000,000 150,000,000 VND VNĐ VND (or same- (Products and 500 valued products) vouchers Venues/ locations: Hoa Lu Stadium. The venue is large enough to celebrate an event with entertaining space.
Event map: Areas: © Main Stage: Stage © Activities: Location that happened activity 1 & GA 1, 2, 3: Standing site, location for activity 3 © VIP 1A, VIP 1B: Sitting site, location for activity 3 Approvals and consultation: © License to Organize/ Licensing of related parties/ Event-Facility Rental Agreement © Security: Security Guards of People’s Committee of District 1 and Da Kao Ward © Facilities: Facilities of Hoa Lu Stadium, F5 Media Vietnam Joint Stock Company © Waste and environmental management: Cleaner Section of Pan Pacific Company SWOT Analysis STRENGTHS WEAKNESSES WWF is a large, influential, well- Payable sponsorship for HEINEIKEN and known organization that attracts many SAMSUNG. HEINEIKEN is a beer brand, difficult to 500 million in HEINEKEN - funded promote sponsor image. If the event is not successful, it will affect Outdoor advertising and finances, leave a bad image for sponsorship of Samsung Gear VN participants and affect WWF and virtual device from sponsor sponsors. OPPORTUNITIES THREATS WWF will expand its influence and The date of the event coincides with the reach many interested people.
date of another event, with few Attract a large number of participants, participants. directly approach potential customers. The event venue is a central area, prone to The sponsor is well known, helping to traffic jams, and a small parking lot. develop and promote the brand Weather problem.
through the event. Participants cause chaos and disorder. Guests are late, the risk of costumes, speech. Technical equipment risks.
Internally, the organizers were in turmoil and disunity. Timeline Person-In- Duration Note Charge PRE-EVENT 22/01/ 2023 -. Forming the idea 22/02/2023 23/02/2023- Finalize ideas 05/02/2023 Content 06/03/2023 - Submitting to the superiors 19/03/2023 20/03/2023 - ¬ ; Editing the final proposal 27/03/2023 28/03/2023 - ; ; ; Dealing with sponsorship, stakeholders External 06/04/2023 Relation 06/04/2023 - Booking the venue 15/04/2023 Security services, health care, hygiene 15/04/2023 - Inviting customers 25/04/2023 Booking singers 26/04/2023 - Operating media plan Media 01/05/2023 04/05/2023 Applying for the event license Content, Music copyright registration Secretary 20/05/2023 Minigame Media 24/05/2023 Introducing contest: "recycling" 28/05/2023 - HR Recruiting collaborators/volunteers 04/06/2023 10/06/2023 - Meeting with volunteers 11/06/2023 31/05/2023 - Content, Design moderation 07/06/2023 Secretary 08/06/2023 - Stakeholders, Decorating the venue 15/06/2023 Logistic 17/06/2023 Rehearsal All ON AIR 18/06/2023 AFTER EVENT 18/06/2023 - Cleaning up the venue Logistic 20/06/2023 19/06/2023 - Thank you mail and receiving feedback Secretary 25/06/2023 19/06/2023 - External Sponsorship payment 24/06/2023 Relation Completing the event fee Finance 25/06/2023 Meeting teams and discussing ALL VI. Invitation VIL Advertising and Promotion Message: Start acting from the simplest things P.M BANNER STANDEE SOCIAL MEDIA POST SOCIAL MEDIA POST SOCIAL MEDIA ADVERTISMENT LANYARD T-SHIRT STICKERS VIII.
Media activities Target media No. Detail Target Prediction 1 The official like on Ex Steps Fanpage 700.000likes 3 Ads running ( Hashtag ) #: >5% 4 10 articles ( Tuoi Tre, VNExpress, Thanh Nien, Hoa hoc tro, Zing Articles on newspapers News,Muc Tim, Yeahl, Yan News, 24h, Soha) « Media planning or Marketing timeline No Date Channel/Press Content Detail 1 9/5/2023 Facebook, Tiktok Start creating social Created on 2 main platforms, media, create Facebook, Tiktok. Hashtags : #WWFVN, #SavetheEarth #HUFLITxWWE #Beesrun #Exsteps 2 11/05/2023 Facebook, Tiktok Announce the event The event name:" Ex Steps" name, change the change avatar and cover photo photo 3 13/5/2023 Facebook, Tiktok Introducing the 1 video about EX about the program Ex about environment and animals the environment and before modernizing animals before 1 picture: Ask everyone about modernization their feelings, as well as their views after watching part 1 called Ex 4 16/5/2023 Facebook, Tiktok Introducing the The environment when many program Steps about vehicles and factories the environment and appeared and developed animals after When animals have high modernization exploitation and trading value.
