Sample of an Event Proposal

Note from the author:

We were asked to submit an event proposal sample for a cosmetics company. We've got three options: Thank you Party, New Product Launch, or a Training for Managers/ Staff. I have chosen a Product Launch and have made up a company called Cindy Cruz ©, who would be launching a new palette called All Seasons. This is only a sample and I have yet to know my score for this assignment.

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Section One: Event Objectives

A) Executive Summary

Name of Event	Cindy Cruz - All Seasons Palette
Date	10th March 2017
Time	1500 - 1800 hrs.
Venue	The Annex
Participants	100 Customer Sales Representatives for Hong Kong branch 7 Media including writers from Cosmopolitan, Hong Kong Tatler, Marie Claire, Esquire, Elle and Youtube vloggers,
Speakers	Ms. Cindy Cruz - Founder and CEO of Cindy Cruz Cosmetics Ms. Marigold Uy - Sales Director (Asia Pacific) Ms. Jean Wong - Sales Manager (Hong Kong)
Guest	Mr. Sean Yang - Sales Director (China)
Additional Staff	Four Make up Artists Four models for each table Four supporting staff from the HR Department
Language	Spoken and written English
Dress code	Smart Casual
Programme	Tea time Introduction by Sales Manager (Hong Kong) Speech and introduction to the All Seasons Palette by the CEO Bringing out of the products Make up demonstration with the models How to sell more, a talk by Asia Pacific Sales Director Mini-kit giveaways to the sales representative Closing remarks by Sales Manager (Hong Kong)

B) Objectives

Through this product launch designed especially for the customer sales representative, we aim the following:

Motivate Sales Representatives to improve sales not only to hit, but exceed the monthly target;
Communicate effectively what are specials with the new palette collection, and to show the great potentials of the new product so that sales representatives will be effective ambassadors for the brand;
Remind the staff of their role as ambassadors of the product, and what are the benefits for being in the company;
Educate them the new innovative ways of getting more sales; to strategize and take initiative;
Several writers are invited to write about the product launch of the newest palette collection. This event aside from educating the sales representative, we also want to communicate to the world the right image of our brand.

Section Two: Program

C) Run Down

Time	Program	Responsible Person
1230 - 1400	Preparation	- Supporting staff
1400 - 1500	Check attendance Tea & snacks to be served	- Supporting staff - Participating managers - 100 Customer sales representative
1500 - 1515	Welcome speech	- Sales Manager (Hong Kong): Ms. Jean Wong
1515 - 1545	Speech & Introduction: All Seasons Palette Collection	- Founder & CEO: Ms. Cindy Cruz
1545 - 1550	Product distribution to each table	- Supporting staff; - Makeup artists
1550 - 1620	Makeup demonstration	- Makeup artists - Supporting staff
1620 - 1700	Talk: How to increase sales	- Asia Pacific Sales Director: Ms. Marigold Uy
1700 - 1715	Mini-kit giveaways	- Supporting staff
1715 - 1730	Closing remarks	- Sales Director (China): Mr. Sean Yang

D) Details

Activity	Description
Preparation	1. Set up computers & LCD Projector; 2. Set up tables and chairs; 3. Place name cards and brochures on the table; 4. Mic testing; 5. Set up catering.
Check attendance Tea & snacks to be served	1. Two supporting staff to stand by the entrance and check attendance; 2. Catering to serve tea, coffee and snacks to attendees.
Welcome speech	1. Introduce our guests speakers for the day and explain the goals of product launch; 2. To acknowledge the media attendees; 3. To update on 2016 sales report for Hong Kong, compare to previous years report and what we look forward to for 2017.
Speech & Introduction: All Seasons Palette Collection	1. To present the four seasons palette (Spring, Summer, Autumn & Winter). LCD Projector will be used on a high wall to ensure all audience can see it; 2. Tell the story behind each palette.
Product distribution to each table	1. Each table will receive a complete set of palette to be brought out by Makeup artists and models;
Makeup demonstration	1. Makeup artists will demonstrate how to best use all four palettes. Supporting staff will act as assistants to each of the tables. This is for better understanding of the product and how best to combine.
Talk: How to increase sales Skills taught: 1. Taking initiative 2. Using creativity	1. To offer help in every customers (not only to potential buyers) coming into the shop; that the best way to increase sales is by being a friend and to provide solution; 2. To become their own artists and offer innovative ideas to customers; to pass on the information of the brand to the customers so they will become ambassadors themselves.
Mini-kit giveaways	1. Each sales representative will receive a mini-version of the four seasons palette.
Closing remarks	Word of encouragement and a reminder the mission, vision and philosophy of the brand. 2. Remind participants to fill up evaluation form inserted in their brochure.

Section Three: Event Venue

E) Venue Setup

Activity Description	Setup Plan/ Equipment Required

Speeches/ Talks/ Presentation	- Clip microphone - LCD projector - Laser pointer - USB containing the files - Laptop - 1 small table
Coffee/ tea & snacks	- 1 long table with two staff from the catering - Prepare napkins and paper cups for tea and coffee - Five trays for five different tea canapes
Makeup demonstration	- 5 rectangular tables with 20 seats each (seating: 5 x 7 x 4 x 4) to have enough space for make up artists and supporting staff; - 5 Stellar lighting systems webstar, one to be placed on each table

F) Venue Alternatives & Recommendation

Below are the 3 venues which are the most suitable for this event. For every strong point, 1 score will be given.

	ESPACE	LIGHTSTAGE Art and Events Venue	The Annex
Venue Location	7th Floor, Grand Building, 18 Connaught Road Central, Hong Kong	G/F, 218 Hollywood Road, Sheung Wan, Hong Kong	Nan Fung Place 2F-6, 173 Des Voeux Road C. Central. Hong Kong
Transportation	Next to Central MTR Exit A Bus: 962C, 969C, X962, 4X, 5X, 18, 18P, 18X, 30X, 54, 55, 115, 115P, 603, 720, 788, 967X, 969B, A11, A12 Tram: 88X 1	10 mins. walk Sheung Wan MTR Bus: 26, 55	3 mins. walk Sheung Wan MTR Bus: 18, 619X 680X, A11, 603, 720, 780P, 788
Parking Space	Available 1	Not available	Available 1
Size	Main Hall Zone 1 1,500 sqft	2,500 sqft (right size)	4,000 sqft 1
Budget	HK$28,000	HK$26,000 1	HK$26,000 1
Bathroom	3 private bathroom	1 toilet	6 Men & 7 Women Washroom cubicles 1
Catering	- In-House Catering Available - External Catering Allowed 1	- External Catering Allowed - Kitchen (offsite)	- In-House Catering Available - External Catering Allowed 1
Free Wi-Fi	Yes 1	Yes 1	Yes 1
Sound system	- State-of-the-art Sound System - Wireless Microphones Hand Held x6 1	- State-of-the-art Sound System - SHURE Wireless Microphone	- 8 Ceiling Mounted KEF Speakers - Behringer XENYX 1202 Mixer - 4 x Wireless Microphone Handheld 1
Light/ special effects	- Adjustable Track Lighting System with Programmed Mood Effects - Party Lighting System with Programmed Effects 1	White light only	- Custom Lighting - State of the Art ERCO 3000K Dimmable Gallery Lighting 1
Other Equipment	HD Projector in Projector Lift 120” 16:10 Electric Screen for Projector 1	HDMI Projector	Acoustic Ceiling Foam Noise Isolation
Total Points	7	2	8

Recommendations:

Among the above three venues, the Annex is the most suitable venue for our product launch. The cost is HK$200 per head which is total to HK$26,000 for 130 people. It’s the same price as Lightstage Art but offers more benefits and amenities. Espace can also offer almost the same facilities but at a higher cost.

The Annex also has the following advantages:

For 120 people to attend the product launch, it provides more than enough space and flexibility;
An underground parking is available with 150 bays. Attendees can park their car if necessary;
It is complete with facilities catering for 120 people such as enough washroom for men and women;
Different types of lighting effects and sound equipments are available;
All three venues required deposit, but The Annex offers a better cancellation policy with only 50% of the full amount still refundable.

Section Four: Action Plan

G) Promotional Plan

Section Five: Budget

H) Expense Statement

All Seasons Palette Product Launch

for Customer Sales Representative on March 10, 2017

Expenses HK$

Facilities

Space Rental (half day) 26,000
Equipment (laser pointer, 5 Stellar Lighting) 4,000

Decorations

Banner, picture frames, 2 big mirrors 2,000

Catering services

Canapes, tea and coffee 7,000

Printing

Invitation 300

Brochure & evaluation forms 800

Logistics

Transportation (Airfare for founder and 2 sales director) 20,000

2 nights accommodation in Kowloon Shangri La 4,000

Travel allowance 3,000

Delivery of makeup kits 300

Salary

Makeup artists 4,000

Models 4,000

___________________________________________________

Total Expenses 75,400

I) Action Plan

Critical Path for All Seasons by Cindy Cruz ©

Product Launch

	December	January	February	March
Site visit and negotiation
Outline programme
Confirm speakers, CEO, Sales Directors & Manager
Confirm venue with deposit
Confirm hotel blocks
Payment to hotels
Balance payment to venue
Confirm flight tickets
Logo & stationary
Purchase of equipment
Finalize management meetings before event
Brief speakers
Finalize makeup artists on event
Finalize models for the event
Design creative brochure
Design invitation
Send out invitation
Prepare mini-kits for distribution to attendees
Finalise budget
Print brochure
Menu tasting
Confirm catering services
Delivery of purchased equipments
Confirm media attendees
Final check on venue
Final reminder to attendees
On-site management
Evaluation
De-briefing and final report

Section Six: Evaluation

J) Evaluation Survey

All Seasons Palette Product Launch Survey

(Kindly tick what best describes your feedback)

How satisfied were you with the event?

Catering (tea, coffee & canapes)

◎ Not Satisfied ◎Satisfied ◎Very satisfied

Accessibility of the venue

◎ Not Satisfied ◎Satisfied ◎Very satisfied

Talks / Speeches of the Speakers

◎ Not Satisfied ◎Satisfied ◎Very satisfied

Set-up and decoration of the Product Launch

◎ Not Satisfied ◎Satisfied ◎Very satisfied

How confident are you to sell our All Seasons Palette product?

◎ Not confident ◎Confident ◎Very confident

◎ Not well ◎Well ◎Very well

Please let us know any other comments you might have.

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Section Seven: Appendix

K) Floor Plan

Screen Shot 2016-12-11 at 1.30.28 PM.png

The Annex is an ideal space for product launches. 130 pax capacity (5 square tables for participants, 2 tables for staff, speakers and media).

L) Coffee, tea & canapes Menu

Pumpernickel Catering Canapes Menu

Light Snacks:

Vegetable Samosa

Bread Sticks Wrapped with Parma Ham

Wrapped Asparagus

Petit Fruit Tart

Chocolate Chips Cookies

Beverage:

Tea

Coffee

Minimum 25 persons

Minimum charge: HK$2,500

Terms and conditions:

Total payment is required to pay at least 3 days before the delivery.
A deposit of 50% of the balance is required to pay to confirm the order 10 days before the event.
A sum of HK$500 will be deducted if the function is cancelled 10 days or more ahead; 30% would be charged after the time and up to 72 hrs. Before the event.

Telephone: 3426 9515

Email: catering@cafepumpernickel.com

www.cafepumpernickel.com

Cindy Can Write

I love traveling and being immersed with different cultures. It has cultivated my love for learning and has exposed me to different perspectives. I'm a travel specialist during the day, an industry I have been with for more than five years now. Planning other people's trips has always been a mission. My favorite countries: South Africa and New Zealand.