Subject : event & conference management

For this assignment, the student roleplays as the Director of Events at EU-REKA Communications Agency and the teacher roleplays as the Client.

To complete this assignment, students are required to perform the following tasks:

1. Read the contextual information provided and the questions on the expected table of contents. Make sure you identify the key requests from the client. 
2. You will be able to recontact your potential customer, just once, to ask them one question of your choice. You can ask this question to the client at any given point until 48h before the due date, just by posting it on the Announcements board. Your post should have the format of a formal email to the client. 
3. On due time, submit a report of maximum 7 pages where you answer the 10 questions detailed on the expected table of contents. Questions should not be included on the submitted repot, they should be converted into subsections, classified according to each of the four main sections of content. This
   report should have a professional look and feel… Remember you are the Director of Events at EU-REKA Communications Agency. 

Contextual information:

EU-REKA is a Communications Agency that has been operating internationally since 1992 and currently has offices in 22 main cities around the world. The spanish division of EU-REKA has been requested to submit an event proposal for a very strategic potential client: Amazon, specifically the HQ international team. The agency has been working to fully onboard this new customer, which already hires some decentralized services from the agency at the international divisions level. However, this event proposal represents the opportunity of becoming, for the Amazon HQs team, their agency of trust in Spain.

In fact, final key to closing the deal with this huge customer is agreeing on the execution of an exciting event. During the introductory meeting, when you asked the clients about their expectations for the event, one of them replied:

I want our event to be on the opening teaser of all main tv news. Its important that it contributes to consolidating our excellent reputation and we want all important people to be there. Our stakeholders should feel represented on the event but also the general public, our current and future customers, must feel part of it too.

After the longer conversation that followed, you got to clarify the following characteristics and requests from your soon-to-be onboarded customer:

• –  Their main external objective is getting media coverage and their main internal objective is testing the waters to evaluate certain strategic changes. The potential customer said: of course, always reinforcing the sense of belonging of the different stakeholders. 
• –  They want to partially monetize the event, the customer said: We dont want to give, for free, everything to everyone. This means they dont want an all-included event format nor a one time-fee payment for all. 
• –  The customer wants to bring speakers, public representatives, social influencers and other types of key guests. The customer wants both a festive ambience, with music and food, and serious activities that align with their SCR and strengthen the corporate reputation. 

– The event can last a maximum of 36 hours, you can decide how many of these to use and you are free to count on as many resources as you want. The customer said: Budget is not a problem. You, as the Event Director, know this really means something like: When I get the budget proposal of this event, I will reduce it significantly, but you will be fully free to have your private deals with all suppliers.

With this information, develop your proposal as the agencys Director of Events and make sure to include the following:

Expected table of contents:

EVENT-CLIENT MATCH:

1. Clearly specify the objectives that your event promises to attain, follow the SMART rule. 
2. List the specific activities that you suggest developing, specifying which activity will help achieve what objective, from a transversal approach. 
3. Include the justification, from both a commercial and a strategic point of view, of why you suggest these activities instead of other possible ones.
   TIMING, AGENDA AND RUN SHEET: 
4. Suggest the agenda of the event, specifying the relationship between the different publics and the event activities. 
5. Develop a first run sheet for the event, where you list the activities on your proposal on the chronological order that you suggest organizing them. 
6. Include a calendar to explain, to the client, the workflow of your pre-event organization, so that they understand the number of hours of work pre-event.
   VENUE AND RESOURCES: 
7. Suggest two different venues in any Spanish city of your choice. Regardless of where the venues are located, make sure to consider all transportation
   aspects of the event. Justify why your suggestions align with the objectives and are suitable for the activities on agenda. 
8. List all resources that you will need to organize your event. Start to reflect on how the providers that you need might be horizontally integrated and
   consider if you prefer to various small suppliers or a few big ones or a mix, then briefly reflect on your resources strategy to justify it to the customer.
   BUDGET: 
9. Prepare an internal cost sheet, where you list the different needs that your event has, as identified on your resources reflection, regardless of who will
   eventually offer those services, thus considering both internal and external resources to be provided. 
10. Prepare a first budget structure, the one that you will turn in to the potential customer. Include the charging price for the customer that you estimate,
    doing your best to be as accurate as possible and making sure you signal to the customer the areas of the budget where further work could represent significant alterations. Include in your proposal activities with different ranges of cost on your side, so that if the final budget is strongly reduced you can still organize the event and deliver, which otherwise would result on losing the client. 

Format of the task:
Students need to turn in a report. They can insert Excel or other table formats, when appropriate, into the final PDF. The alternation of plain text and visual charts

is recommended. The report must follow this structure indications:

1. EVENT- CLIENT MATCH: Maximum length is 1 page. 
2. TIMING, AGENDA AND RUN SHEET: Maximum length is 1 page for each of the three questions. 
3. VENUE AND RESOURCES: Maximum length is 1 page. 
4. BUDGET: Maximum length is 1 page for each of the two questions. 

Total maximum length of the report: 7 pages. References and Appendix are requested to be concise and adequate, adding value to the overall document.

Formalities:

• Wordcount: 2000-2500 words. Total maximum length: 7 pages. Excel inserts on the PDF and visual charts are recommended, but they must be readable. 
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount. 
• Font: Arial 12,5 pts. 
• Text alignment: Justified. 
• The in-text References and the Bibliography must be in Harvards citation style.