2011

Event Organization and Publicity

Nabster ISO

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Nabsters report Content Page Executive Summary 1.1 1.2 1.3 Synopsis Of Event Event Proposal (1st) (2nd) (3rd) Target Audience

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Event Planning 2.1 2.2 2.3 2.4 2.5 Pre Event Survey Event Purpose (ETE) Event Purpose (Facebook) Singapore Swimming Club site recee Program Planning Page 6 Page 7 Page 8 Page 9

Actual Event 3.1 3.2 Event Execution (Facebook NECDC) Problems Faced

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Conclusion 4.1 4.2 4.3 4.4 4.5 4.6 4.7 Learning Highlights (Reflections) Positive Reflections Negative Reflections Post Mortem Analysis Feedback Suggestions For Future Events Conclusion

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Executive summary 1.1 Synopsis of objectives Our main objectives for this project was to help a newly found make up brand ETE known to the general public. This product is currently known only to the friends of the founder of the make up and also friends of friends who have already known the product. Our job was to make the product commercialized so that many other people can know about the product by holding a product launch for the client. 1.2 Event Proposal (1st proposal) When we first met the client, Ms Wong Tingmei at her place, we proposed to her our idea. Our teams first event proposal was to hold a product launch at Vivocity, a place where alot of people from those teenagers to those working adults visit to shop or even just walk around. Besides that, tourists too often visit the shopping mall before they head to Sentosa. Holding a product launch there would surely attract alot of people considering the fact that alot of people visit the place. However, the client was not agreeable to the idea as it would require a high cost and so the idea was rejected immediately. The 5 Ws and 1 H Who: Stakeholders (working adults, students, housewives), founder of ETE, Ms Wong Ting Mei. What: Modeling show for parent and child lookalike, using the ETE makeup. When: It was intended to take place during the June holidays when school childrens are having their holidays. Where: Vivocity where the event will be held indoors, the rates was quite expensive but worthwhile due to the large human traffic there. Why: Vivocity is a place where alot of people consisting of tourists would visit and holding an event there would surely assure us that there will be attendees for the event. How: Gather our friends to help as emcee for the event. Dance and singing performances by those people who are interested to participate in the event. We would put up posters in school to get interested people to participate in the performances and we would also give out flyers to the people in the public and also put the event up in our facebook profile to let people know of the event. Nabilah will get help from her brother who has a depth knowledge in the lightings and sound systems to help out on the event day itself.
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1.2 Event Proposal (2nd proposal) Our second proposal was to hold a makeup workshop at Singapore Swimming Club, a country club located about 5 minutes drive from Mountbatten. We went to the club for a site recee and the club told us they were able to advertise the event for us at a cost but the client did not want to go ahead with the idea as she thought it was too expensive and she was not willing to spend that amount of money. The 5 Ws and 1 H Who: Stakeholders (working adults and housewives, those who are members of the country club), founder of ETE, Ms Wong Ting Mei. What: Makeup workshop for those who are members of the club as well as those friends of theirs who are non-members of the club. When: the makeup workshop was supposed to be done mid june before our june vacation. Where: Singapore swimming club, which has a ballroom readily available at a cost of $760 for 4 hours and the ballroom could occupy 80 people. Why: Singapore Swimming Club is a private club where only members of the club can follow the event and activities of the club. By doing an event there we would get to attract many interested members of the club to attend the exclusive event. How: Get help from the advertising deparment to advertise the event in the club and give out brochures to the members of the club regarding the event. 1.2 Event proposal (3rd proposal) Then our group came up with a third and final proposal which is cost free and the idea was to hold a makeup workshop in our own schools auditorium. We could also get a few Nitec classes to attend the workshop which was due to be held in the second week of July which is in the first week after our schools vacation. By doing the event for the Nitec students, we hope they will have basic knowledge of makeup and how to use it on themselves once they step into the working world. However during our vacation we got a message from our team member, Geraldine the leader who is from another group but also dealing with the same client that the client wont be able to proceed with our final proposal as she has got her own personal projects for her make up. In the end, we were unable to execute the event for the client and all ideas went to waste.
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The 5 Ws and 1 H Who: Female students in ITE Bishan College Central, Founder (Ms Wong Tingmei), teachers. What: Workshop for female Nitec students in Bishan ITE College Central to create an awareness of the ETE makeup so that they would be exposed to the new makeup brand and besides that the workshop would help them to have knowledge of how to apply the makeup on themselves. When: On the first week after school reopens which is on the Friday, 15 June 2011. Where: In the school auditorium. Why: The school auditorium is able to occupy many people and by doing a workshop there, we would be able to get a 4 to 5 Nitec classes to attend the workshop. How: We would inform the class advisor of the event that is going to happen to make sure that the workshop and their classes would not clash. We would also go from one class to another to let the Nitec female students know the event that is happening and work together with their class advisors to make sure that the female students attend the workshop. 1.3 Target audience There are two target audience for the make up brand, the first one are those fresh graduates who have finished ITE, polytechnics and universities and are just beginning to step into the working world and the second one are those housewives aged from 30 to 45 years old. The make up brand claims to be suitable for all Asian skins so its aiming to get all ladies from all around Asia to use the product.

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Event Planning 2.1 Pre-Event Survey The pre-event survey which was done at the competitors of ETE (Bobby Brown, Mac and Clinique) showed that the prices of all the competitors was all around the same range of ETEs. The price range is in the middle of the low end products like Mabelline etc and Estee Lauder etc which is at the high end of the make up brands in Singapore. We suggested to client that we would want to do a make up launch for the make up brand at Vivocity, which is a place where many young people go to. Our aim of holding the planned event there is to attract all those people who are there but the idea was rejected due the lack of budget. We then decided to hold a make up launch at a country club which we chose Singapore Swimming Club as we found out that they would cater to events like this for the members of the club. We also chose a day which was during the June vacation and also on a weekend, reason being most mothers would be free during weekends and they could bring along their daugthers for the make up launch. The idea was also unable to take place due to budget problems so we ended up suggesting to the client that we would want to hold the event in our own school campus. We were also unable to execute that idea as the client backed out at the last minute and we proceeded with helping out with the Facebook team with their project, which was to get 5000 likes on the NECDC Facebook team.

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2.2 Event Purpose (ETE) The purpose of holding the makeup roadshow for the makeup brand ETE is to raise awareness of the product name to Singaporeans, reason being that it is a new make up brand and not many people are familiar to the make up brand name. The other purpose of doing the make up roadshow is to get Singaporeans to prefer the ETE brand make up as it is suitable for all asians skins 2.3 Event Purpose (Facebook NECDC) The main purpose of holding the Facebook event at our school campus was to get as many people as possible to like the Facebook NECDC page. The event that we were doing was the second time it was being held in the campus and the reason for doing the event there again was that the first time they did the event its was during the vacation for the Nitec students of the campus hence they were only able to get the Higher Nitec students to like the page. Our job was to get those Nitec students to like the Facebook page. During the event, we were suppoesd to get 200 people to like the Facebook page and for every like we get we gave them them a $1 Macdonalds voucher discount which they can use should they visit a Macdonalds outlet to have their breakfast, lunch or dinner. Apart from that, those people who use their Facebook to like the page would be able to receive updates from the NECDC regarding any events that they (NECDC) would be holding or any updates that NECDC would have would appear on the news feed of the followers of the NECDC page.

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2.4 Singapore Swimming Club (Site Recee) On the 26th May 2011, we went to the Singapore Swimming Club for a site recee of the place as requested by the client of ETE. We went there to take some pictures of the venue that we had intended to use for our makeup workshop. Together with that we also had to find out the rates that they were charging for the usage of their facility. There were three ballrooms at the country club, one could accomodate 80 people and the other two could accomodate 100 people. We had intended to use only two ballrooms for the event (100 pax and the 80 pax) as the client said that she wants the makeup workshop to be held for 100 people. While doing the site recee, we also found out that Bobby Brown (competitor) have held a similar event at the same location also. The pricing for the 80 pax room is at $760 and $850 whereas the 100 pax room is at $1250 and $1600 during weekdays and weekends respectively. The rooms rates are for 4 hours use, meaning the average hourly rate would be $502.50 (weekdays) and $612.50 (weekends). The country club representative said that they could do advertising for us but at a cost which she said that can only calculate once we have confirm of the booking of the location, also they said that should we want to have light refreshments for the attendees during the event they would do the catering as they do not allow outside caterings. Sales is also allowed for the event. The client had intended to do some sales after the event for those who are interested in the ETE product.

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Pictures From SSC

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2.5 Programme planning The plan for the Facebook at ITE Bishan was to rotate the three persons (Nabilah, Hasif and Mien Yee) during the event so that only two persons would be going around during the event to get people to like the Facebook page whereas the remaining one person would sit down at the booth and pass out flyers to those walking by. The one sitting down at the booth would also be able to rest should he or she feel tired. This way of working would ensure that each one of the team members would be doing an equal amount of job. Even though the team has a team leader, we believe in fairness hence we worked equally. Our team members all have a fair say of what they think is the best for the project that we would do. We all think its the best for us as we have experience from which we have learnt we all should be fair as we are working in a team and not an individual. We also planned on a standardized sentence that we would use during the event so that it saves us the trouble of choosing our words on the spot. Also the person who is not so fluent with speaking would go with another team member so as to enable them to help out with each other.

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3.1 Event execution On the day of the event, which was on the 14th of July 2011, the count of likes on the facebook page of North East Community Development Council (NECDC) was at 3486. Our groups was given a target of getting 200 people from our campus (ITE college central Bishan) to like the page. This was the second time that the Facebook team was doing the event. The first time they did the event there they were able to get close to 400 likes from the students there. The second event that we did lasted from 10am to 2pm. Everything was going just as planned, we had lessons at 8am that morning and we was dismissed from class at 9.30am, which allowed us to have about 30 minutes to set up the booth and also the sound system. The booth and sound system was done by 10am sharp, all was going well until we decided to begin the event, which was followed through with a strings of problems. 3.2 Problems Faced We were given two Samsung Galaxy Tabs which we will use to get the people to like the page but upon taking out the two tabs, we realised that one of the tabs only had 20% of battery life left whereas the other had 0%. The other problem that we had was the lack of manpower, having to get 200 likes would mean that one person had to get about 65 likes in the four hours. This did not prove to be much of a problem at first, not until we found out that we can only use one galaxy tab as the other had to be charged and the time its took to charge was very long so we has to proceed with the event as planned with just one galaxy tab. We started out with two person with one galaxy tab to go around and get a hang of asking people to like the page whereas the one person left had to stay at the booth and hand out flyers to those who walked passed the booth. The third problem faced was that since its the second time that the Facebook team was doing this event it meant that some of the students that we approached on that day have liked the NECDC page before. It was impossible to distinguish those who have liked the page before. At the end of the day, we were able to hit 65% of our intended target of 200 likes for the Facebook page.

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4.1 Learning highlights/Reflections To start off, our team was small, consisting of 3 team members, Nabilah leading the team and the team members Hasif and MienYee. Although there was a lot of work to do, be it preparation for execution or report wise, all work were allocated to each individual equally. When we encounted any difficulties we sought help from our team members. The whole project has created a bond in us. When we did our execution, we were given two Samsung Galaxy Tabs so that the participants could like on-the-go, which is very convenient. We gave out gratuitous gifts ($1 McDonalds vouchers, notebooks, card holders) to thank the participants for their help. The client was present on the day of execution to monitor our progress. 4.2 Positive reflections on on-site event Before we embarked on our ETE project, we went to town to conduct some market research on a few brands (Bobby Brown, Clinique, M.A.C) at town because their price range were nearest to ETE's cosmetics. This gave us a rough idea of what the client has in mind and how we were going to display our products when we held our roadshow event at Vivocity. We knew what the client wanted due to proper communication. However, the client had no budget. When we chose the Singapore Swimming Club (SSC) as our venue for our ETE event, we found out that the priced quoted was over her budget. Then, we went on to contact the respective personnal (Ms. Maryann) and negotiate with her, hoping to lower the price. Unfortunately, the answer that was given was that was already the cheapest ballroom and all prices were fixed and no negotiation was allowed. At least there was negotiation done and we tried our best. For our Facebook execution, almost every of our schoolmates were cooperative and helped by giving their 'like' to the NECDC Facebook. Although we only had one Samsung Galaxy Tab which can be used at a time, we had our Smartphones to the rescue and the students also helped by using their smartphones. Some even said that they will like the page when they get back home.

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4.3 Negative reflections on on-site event For our ETE project, our ideas for SSC were rejected due to the high cost quoted by the SSC, we went on to propose the Sengkang Community Club because it was a new estate and most of the residents residing there were young adults, which also means potential customers of ETE. That was not executed as well because we had no guest list and we were reaching out to too huge a pool of people. We also could not decide on how and which method to use to find/invite our guests. In the end, all ideas were unfortunately not executed because the client had other events on and could not hold anymore events. For our Facebook execution, an obstruction occurred because both of the Samsung Galaxy Tabs given to us were only 20% charged, which led to a disruption of duties because we could only charge one at a time and go ahead with our execution with one Samsung Galaxy Tab. The atmosphere was not very suitable because most of the participants were either eating or busy doing their own things but despite that we still went ahead despite that as it was the only time that the canteen would have a large crowd. 4.4 Post mortem analysis The objective of the event was to gather more 'likes' for the NECDC Facebook page. The target in mind was to hit 200 'likes' on execution day. After a day of hard work, we had garnered a total of 130 'likes', which means we have hit 65% of our target. For the remaining 35% which we did not achieve, the possible reasons could be because we picked the wrong day and date (Wednesday, 17th July 2011), it might also be because the rest of the students have already 'liked' the NECDC Facebook page when the other Facebook team organized a similar event in the school before the one we did. 4.5 Feedback Some of the participants were very enthusiatic when we approached them, they expressed interest by asking many questions regarding what we were doing. They also gave positive feedback saying that what we were doing was meaningful work. Some even got their friends from outside to help out with liking the page.

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4.6 Suggestions for future event If we are going to organize more events in future, we should prepare earlier in advance to pick the correct location and audience so as to prevent confusion and blunders from happening, also make proper-planning for work allocation on the day of execution to be more systematic in what we are going to do. We could do with more manpower too as more manpower would mean that more work could be done. We would also be prepared for any problems that could pop up at the last minute. 4.7 Conclusion Overall, it was a great learning experience for all of us. If given another chance, we would all be glad to hold another event once again as we already know how to do the event. When we do a certain something for the second time, we would know what exactly to do and what to expect. That way we can be better prepared for anything that would come and hit us.

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