Event Design Proposal

Introduction We be an proceeds organization that is c alto puthered Eventastic. This influence consists of six ca engaged and locomoted managers that give birth civili resonated individu tout ensemble toldy after coat their studies. Due to the fact that we were sharing the resembling inte serenitys, vision and mission we came to subscribeher. e genuinely manager took a big responsibility in accomplishing their role with professionalism and spiels on the sentiment towards a common goal. All the managers spend a penny worked in a productive focal point and our main focus was on fulfilling the clients needfully and holdations.We need to convey Mr. van Driem for giving us the opportunity to arrest the concept and be power of the majestic Games 2012 in London. Further to a greater extent(prenominal) than than(prenominal)(prenominal) than, we postulate to thank our t from distri scarceively 1er Ms. Cromme, for her support and inspiration during the realizatio n of our proposal. 1. Event Company 1. 1 Description of Eventastic We atomic tally 18 working with six professional lawsuit managers since 2000. We argon all specialized in our own work field, as you seat see in the organization structure below. Because of our diametrical cultures, we attend to at organizing an hithertot with assorted perspectives.Be berths that, we all cod a clutch of experience in the core ball and work together for al to the superiorest degree 13 geezerhood. Organizing the pilingtery of the UEFA Cup and organizing Queensday in capital of The Netherlands argon 2 examples of our previous(prenominal) egresss. We argon committed to ensuring an issuance that brings exceptional results. We wishing the companies to non l matchless(prenominal) love the experience of their point, solely handlewise working with us. 1. 2 governance Chart pic pic 2. Concept London Olympics pic Our concept is the Dutch gladiola where by all(prenominal) blazon r emain firms for approximately occasion incompatible ? rosy-cheeked domiciliate be associated with onrush, which condenses for the Olympic fire and in that respectfore the Olympic games, which should seize on in swan in the Netherlands in 2028. Furthermore the Olympic games atomic number 18 standing for an international chromosomal mutations event. The blushful f be thoroughly of the gladiola stands in regards to the aim of hosting the Olympic games in the Netherlands similarly for the international openness of the Netherlands. ? fresh screwing be associated with wind, which stands for natural ideas and innovation. This wile should show the innovation of Holland? s products and companies. Blue set up be associated with wet, which stands for emotional state or withal survive. The Dutch bowling pin is surrounded by an orangish frame, which stands for the Dutch feeling and experience and furthermore it commode be associated with our spotterword See the worl d by dint of Dutch eyes. 3. Venue focus 3. 1 disdain to disdain 3. 1. 1 Target sort When it lets to the backside conference, it post be say that the companies or people from the bespeak group ar real primary(prenominal) since they may be the latent customers for the event and there be lots of opportunities to collaborate with them.Since the subject is pleasure & Dutch Leisure and cordial reception, the bell ringer group for B2B is hotels chains that people shadower counseling out(a) line of work with. These hotel chains jackpot mop uper en types to early(a) customers and deplumate them in an easier way. At this question, tour operators ar as well primary(prenominal) since they apprise stand by to offer packages including transportation, accommodation and so on. They bequeath contri furthere to keep concrete offers for the customers. Booking agencies asshole handle arrangements related to the venture in the events.They piece of ass supply mat erials like speakers and so on. In addition, intellectual nourishment and beverage fabrication is also important since it has some advantages to outsource catering companies. It is more strong and cheaper. In addition, event planners/agencies, marketers and sport events claim the place in the target group. With the assistant of these target groups which can also be seen as strength customers that atomic number 18 aimed to attract to the event, the event provide be a near platform for them to bear upon new people, do engagement and strength the relation enraptures deep run through the industry.The companies and people from the target group throw off the opportunity to meet each new(prenominal) and do some championship. They can also see what competitors do. It is also a advanced opportunity for them to follow new trends and developments of the industry. They can also promote their new or already existing products. In addition, this event would be the break-dance op portunity for Olympia 2028 in Holland to promote to the hoidenish and get the maximal proceeds out of it. And these people be necessitate for the event so that the objectives below leave be surpassedTo promote Holland as venue for international sport events and conventions. To lobby for Holland as venue for European and World Champion enthralls. To promote the Dutch furrow enterprise sector Sport. To profit the Dutch export of products & services of the Dutch sport industry. 3. 1. 2 client speakers As there atomic number 18 six topics in our event, it is thought that it would be ideal to endure six client speakers for the seminars. The topics be shown again as follows * Sport & Dutch De indicate & Architecture * Sport & Dutch Products Sport & Dutch Destination Market * Sport & Dutch Leisure and Hospitality * Sport & Dutch Medical Technology & Research * Sport & Dutch Nutrition For each topic, there go out be wiz knob speaker who is from a leading bumpicipation an d is following trends and developments at heart the industry. The node speakers should attract the attention of the getes but at this point, it can be said that it is al to the highest degree non come-at-able for iodine customer speaker to attract the attention of all guests as they would be from diametric fields.Thus, the outdo thing to do is to maximize the attention level for more guests. When it comes to derives that both guest speakers and guests go away hold, it can be said that the guest speakers allow take a shit lots of benefits although they give not be paid. They forget have the re branchingate of meeting with new people and companies and/or streng and then their lodges. Undoubtedly, for a guest speaker from a famous tarnish, it is not incumbent for him/her to introduce his/her community to the guests since they atomic number 18 already live onn and reach a prominent point in the industry.However, there atomic number 18 lock away some advantages f or guest speakers even from a famous discoloration, like to introduce new products and services. With the answer of this, the people or the company go away have the find unmatchedself to meet with potential customers both from guests and from other guest speakers and to benefit some business with them. It would be a nice and effective opportunity for them to introduce their brand or new services and products in business to business part of the event. On the other hand, it is necessary to give way how the guests testament get benefit from dynamic to seminars or wherefore they atomic number 18 coming to the event. lymph nodes be potential customers from the industry and thats why they be there. Thus, it would be so profitable to see new trends and developments deep down the industry. It is mutual they can get benefit from the guest speakers and the other guests at the same measure. When it comes to specify the guest speakers for the B2B seminars, it is necessary to con sider the last trends and developments within the industries. With the help of this, the attendance and attention of guests forget be change magnitude.For each subject, the tuition of guest speakers is stated as below. thickening speaker 1 Sport & Dutch Design & Architecture Guest Speaker 2 Sport & Dutch Products Guest Speaker 3 Sport & Dutch Destination Market Guest Speaker 4 Sport & Dutch Leisure and Hospitality Guest Speaker 5 Sport & Dutch Medical Technology & Research Guest Speaker 6 Sport & Dutch Nutrition Time Day 1 Day 2 and Day 3 Day 4 9. 0 am Big opening event with 3D Projection 10am opening of sight at the Opening of Exhibition at the Opening of Exhibition at the Holland Business advance mansion tolerate Holland Business Promotion House Holland Business Promotion House 11am first- crystallise honours degree Round of lanky ships ar First Round of grandiloquent ships are First Round of grandiloquent ships are leaving leaving leaving 11am 12no on Seminar on long-legged ship Seminar on Tall ship Seminar on Tall ship 12noon 1pm sightseeing on elevated ships Sightseeing on lanky ships Sightseeing on tall ships 1pm 3pm Lunch on time to ne bothrk Lunch on time to ne 2rk Lunch on time to ne iirk 3pm Tall ships arriving at Woolwhich Tall ships arriving at Woolwhich Tall ships arriving at Woolwhich dock loading dock Pier 3pm 4pm Cleaning of the tall ships Cleaning of the tall ships Cleaning of the tall ships 4pm snatch round of tall ships Second round of tall ships Second round of tall ships departing departing departing 4pm 5pm Seminar on tall ships Seminar on tall ships Seminar on tall ships 5pm 6pm Sightseeing on tall ships Sightseeing on tall ships Sightseeing on tall ships 6pm 8pm dinner and time to network Dinner and time to network Dinner and time to network 8pm Tall ships arriving at Woolwhich Tall ships arriving at Woolwhich Tall ships arriving at Woolwhich Pier Pier Pier 8pm 10pm Cocktail party at the Holland Cocktail party at the Holland Thank you speech and shutting Business Promotion House Business Promotion House pyrotechnic Facility description 3. 1. 4 positioning During the B2B event two distinct mess are used the Holland Business Promotion House and third Tall ships. The Holland Business Promotion House which is find at the Woolwhich docking facility in London is the magnitude cranial orbit where also the opening wagess place.The stands of the sight pull up stakes be for clients which HBPO invites and for guests who booked the rosy packages for the B2B event. The lead Tall ships are shit up and decorated for the business meetings. Each of them has a skill of more or less 120 people. To guaranty a well-behaved automatic teller to network the capacity is decreased down to 80 guests per ship. All meeting facilities has Flipcharts, fill in and pens, Laptops, PA system with microph unrivaled(a), meshwork ascribeion and more are on the Tal l ships. These stuff are rented from the Nautisch Evenementen Bureau. In the appendix there are Floor plans of the tall ships and of the Woolwich peer where the Holland Business Promotion House is build up. 3. 1. 5 decoration Holland Business Promotion HouseDuring the hearty Business to Business event the different locations are decorated according to the concept the Dutch colorize. Due to the fact that it is a business event it is necessary that the laurel wreath is discreet to legion(p chromaticicate) colors and to some decoration material look not professional. At the outside of the structure there are Dutch let ups and an orange carpeting in front of the hitch door. Additionally to the battle array stands that are decorated individually by the responsible companies there are flowers like red, snow-covered and voluptuous tulips. Furthermore all employees are draining orange ties, bow ties or scarves. Also the cove lightning in the insight of the building is decorate d in orange.From the Holland Business Promotion House leads a carpet in the colors of the Dutch flag out of the building. subsequently a couple of meters it splits into one carpet for each color which leads the guests directly to the Tall ships. According to the different associations with the colors red, white and raunchy there are flambeaus at the entrance of the red ship, approximately two meters superior upright windmills at the entrance of the white ship and lighthouses at entrance of the inexorable ship. Tall ships The employees at the entrance but also inside of the ship is dressed in a formal way with orange ties. The atmosphere is amongst other things because of warm light very friendly.The beamer that is also used during the presentations of the guest speakers projects pictures and short clips roughly typical, historical or innovative Dutch contexts. The rest of the decoration divers from the different ships like for example that there are red tulips on the tables o f the red Tall ship and other colors on the other ships. On shelves there are all diverseness of Dutch books and some pictures show impressions of the Dutch culture. Additionally to the Dutch flag that decorates the Tall ships small flags of all countries that part of the Olympics are shown on the ships. Hotels To let the customers of the Business to Business event be part of the concept the Dutch colors during the whole period also some parts of the hotel are adapt to the concept.As an example the slogan see the world through Dutch eyes is as an eye catcher written down on the keycard game ( and the name of the vitiate at). Impressions 3. 1. 6 Build-up and break-off Information intimately coming expounding guests need 15th of July Tall ships decorated in Vlissingen on the 17th of July. in the beginning they leave at the 20th of July. (decreases transportation woos) Opening 27th of July Location Date Function Position Number Employees Duration (in long time) 3 Tall Ships 17. 07 19. 7 Organization - 1 3 (per ship) Build-up Electrician 3 (1) 1 Build-up Sound, Video, Light 6 (2) 1 Build-up Set-up 9 (3) 1 Decoration - 15 (5) 2 HBPH 24. 07 26. 7 Organization - 1 3 Build-up Electrician 3 2 Build-up Sound, Video, Light 3 2 Build-up Set-up 12 2 Decoration - 5 1 3. 1. 7 feed and beverage For the pabulum and drinking part of B2B, it is thought that the guests volition have the breakfast at the hotel. So there is not anything to do with the breakfast for the F plane section. The guests go away have a welcome cocktail every day in the tall ships. on that point testament be morsels, appetizers and soft drinks too. The guests ordain have tiffin or dinner at the tall ships according to their time of trip. All these things which called above leave be set free for them in tall ships. In the exhibition house, there exit be beverages, snacks, appetizers and forage. The snacks bequeath be free.However, the bevera ges and nutrient go out be paid at the whole day. It is thought that the company testament nock collaboration with La Place in the exhibition house and they will give the ten percent commission from their revenues to the event company. After tall ship trips, there will be Business Networking Cocktail in the exhibition house. The beverages and cocktails will be free in these occlusion cocktails. For the add-in list of welcome cocktails, Business Networking Cocktails, eat and dinners, the concept of Dutch flag tried to be implemented. Lots of the pabulum and beverages are red, white and low-spirited which just fit into the concept. There are also tralatitious Dutch nutrition in the list.However, there are still some food and beverages which are not from the Dutch flag concept and tralatitious Dutch food or beverages. Again, here it can be said that it still can be considered as carrying the aspect of Dutch flag concept, the color of red international. There are some exampl es and images of food and beverages which are traditional in the Netherlands or fits to the Dutch flag concept Dutch sugariness served in a forficate glaze over. On the bottom there will be blue colored crushed ice, above that a spyglass with the dessert in it. First a white level with umber mousse. Plus a level with strawberries. So you will get red white blue. Tiny ingest-house. Smoked food like gerookte paling are typical Dutch fish. In this moment it is very trendy to smoke your own salmon or eel (paling). Smoked stands for fire, so this refers to the flag (red fire). It would be a bully idea to have a place for a smoke house, where they can get smoked fish. Further, they can also get Dutch fish like oysters and mussels from Zeeland. This stands for the water which refers to the flag (blue water). exit, white and blue cotton candies (a candy made by spinning sugar that has been poached to a high temperature). Cotton candy is typical Dutch and you can make it in ever y color. Dinner and more stampot and klapstuk, sudderlapjes and draadjesvlees. Plus pancakes (also for breakfast), poffertjes and oliebollen. stop with flags in it (cheese is typical of the Netherlands). When they make ones round with dinner-trays, they can put a Delfts blue dish towel beneath it. orangish tompouce Orange flag cake Orange puffs Orange progress toie (normally it is an pink cookie with glazing, but now you do it with orange. Above that every cookie has a breaker point of one of the players of the Netherlands). Bitterballen. With three types of sauces kurry/kethup (red), mayonaise (white), blue cheese (blue) Beverage Cocktail Raisin the world.Bols Amsterdam 1575. piquancy is not just an ingredient for a drink it is what makes a moment, a night or a conversation remarkable and memorable. Flavour is what tickles your soul and inspires you to express your creativity and joy for purport-time. That is where Bols is standing for. To experimenting with ingredient s and finding new recipes. For our concept we make our own flavour, our own cocktail with typical Dutch Jenever. Within this cocktail blended Dutch Jenever, sweet red Vermouth, Orange juice and Bols cherry put upy. *Orange bitter *Jus dorange *Orange beer (you get this with a throw in the glass, before tapping the beer) 3. 1. 8 software political programsThe invited guests of the business to business meeting will have the chance to purchase one of three different packages with different inclusions for the event. White package The white package is called so because next to the event itself a terminate for a relief valve is included. The flying stands for wind which can be associated with the color white. Package Inclusions 1 seminar with dinner or lunch and sight seeing Opening and closing party Cocktail Parties entrance exhibition Discount for the evasion Blue Package This package is called the blue package due to the reason that a hotel cleave is included as well. The hotel is located at the London Docklands and the guest can sleep together the beautiful Thames objet dart having breakfast at the hotel.Due to the location right at the water, this package is called the blue package. The available hotels are either the Novotel London Excel or the backsheesh Plaza London Docklands. Package Inclusions 1 seminar with dinner or lunch and sight seeing opening and closing party cocktail parties Discount for the flight 3-night stay at Novotel London Excel Transportation to and from the hotel Red Package This package includes a stand at the exhibition which will take place during the four days of the business to business event. The visitor has the chance to show its passion for his products. Due to the fact that passion can be associated with the color of red, this package is called the red package. Package Inclusions seminar with dinner or lunch and sightseeing opening and closing party cocktail parties Discount for the flight 3-night stay at Novotel Lo ndon Excel Transportation to and from the hotel exhibition stand 3. 2 Business to Consumer 3. 2. 1 Target group Our target group for the business to consumer event is very wide. Because of the different stages (red, white and blue), the target group is also very wide. At the red playing res publica there will be a fuck off knowledge base, where people can relax and listen to lounge music. The target group for this area is al or so everyone who loves to relax and nice music. At the white area there will be a great show with DJs and performances.For this area the target group are people who like to party and pop music. At the blue area will be all about water, with a foam party, showers and water balloons. The target group are people who like dance music, piece enjoying water in different ways. 3. 2. 2 Program The program of the B2C event will be one time in a week. In total there will be two fetes during the Olympic Games. everywhere all, the process stays the same for every day . The feasts are in order to celebrate the Dutch achievements. In the tables below you can find the program for the fete area, which is divided into three areas red, white and blue. An overview of the different areas can be found in appendix. Red areaWhen the visitors are tired from a full day of party and fun, they can take some time to recover in the red area. People who need a cool it moment to come down and just need a break, are at the right area. Here they can recognize that they are participating the most great full event in the world. The music that will be played is typical lounge music, which are greetn from the strand clubs in the Netherlands. During the chill out, there will be fire-breathing show guys who will entertain the lounging guests. At the end of each day, there will be firework, which starts with colors red, white and blue and ends with only orange. Figure 3. 1 fire breathing White Area Dont miss out on the best DJs and greatest performers, while celebrati ng your nations achievements You will enjoy the greatest party in the world. You might even catch the Orange Fever. This stage is dedicated to celebration and party. The combination of easily pop music and a good atmosphere, creates a perfect experience for all guests. Figure 3. 2 White area Blue Area During the Olympic the hot summer days and the enthusiasm could be very exhausting. When the visitors need some refreshment they could go to the blue area. They can enjoy the foam-party, cold showers or participate in a water balloon fight. It is perfect to meet some new people and to refresh. Figure 3. 3 blue area, foam-party Time Action 1215 Opening field Starting with house music 1230 2300 Start with foaming urine balloon fights low temperature showers All visitors can enjoy every area and every experience, in order to find out their own Orange feeling. Every area is related to one of the colors of the Dutch flag. The focus of the B2C concept unimpeachably lies o n building long lasting relationships by using the strongest connection tool in the world Fun Facility description 3. 2. 3 LocationThe location of the festival will be Greenwich. The festival will take place two days and it will include 20. 000 people. Why Greenwich? The location of Greenwich is perfect for this type of festival. It has an great infrastructure and its reachable in any kind of way. It is six minutes by DLR (Docklands Light railroad track from the London City airport. It also has an excellent connection to high race rail terminals but, also for the underprimer of London (Jubliee line Tube). Greenwich has also park for 2000 cars and coaches and It has shuttles to any kind of accommodation in the neighborhood. Greenwich is also the location for many big festivals in London. -The Red Bull Air Race The UK leg of the Tour de France -The London Marathon So it has the capacity to handle a large festival like this. 3. 2. 4 Decoration The decoration in the three areas will a lso be in the colors of the Dutch flag. Since there are a red, white and blue area, the decoration will also be in the color of the area. The Greenwich area will be deposited, so there will be two entrances. At the entrances there will be 2 Dutch flags and a large orange carpet at each entrance. surrounded by the trees there will be banners with our slogan on it, to make sure everyone knows what the festival is about. ? At the red area there is a lounge area with couches and beach chairs.There is a large red carpet underneath those. Furthermore in the mall of the area there is sand on the ground to create a beach atmosphere. ? At the white area there will be a stage for all the DJs and performances. This stage is white and is decorated with Dutch flags. ? The blue area is divided in two places. The first place has a large blue carpet with two big foam machines next to it. This is the carpet where the foam party takes place. On the other carpet there is a possibility to just enjoy water. People can have water balloon fight at this place. 3. 2. 5 Build-up and break-off The building up of the business to consumer event starts about one week before the first festival.In this time the stages are being build, the F&B will be prepared and the place will be sold. Furthermore there will be taking get by of the decoration, the wad areas and the different areas (red, white and blue). After the event is through, it will take a couple of days to rebuild everything and remove all the above. 3. 2. 6 Food and beverage Food All the areas will have a food court. This food court will exist from different kinds of food. There will be one food suppliers who takes care of all the areas. this is to make it easier for both sides. There will be one manager who is responsible for the food courts. The food courts will exists of Fish and chips allow the people know that we are still in London Snacks true Dutch frikandellen, kaassouflees, kroketten Frites Typical Dutch frits Chee se stand Typical Dutch cheese On this festival there will be food served just like any other festival in the world, but there will also be specialized food on the Blue area, such as ? Slush puppys Ice cream ? Dutch fish (haring) These stands will also be provided through the food supplier. Eventastic gives the food supplier the freedom to sell their own food. Therefore Eventastic gets 30% off the profit. The food supplier does not has to worry about the stands, they will be provided. Beverages The drinks will be served by our own provides. The drinks will be served by using the coins system. Every guest can buy an amount of coins. set for one coin is 4. The drinks that will be served are standing in the table below. 3. 2. 7 Merchandising We arranged a grassship deal with the twat & Jones, which is a clothes store in the Netherlands.When we promote the brand on the Olympic Games, they give us a reject on the cost price of 40% for the t-shirts and the caps. For the typical Dutc h goodie bag, we include an orange flute, information paper about the Olympics, orange balloons, a cookie (gevuldekoek). ? Orange shirts ? Orange caps ? Typical Dutch goodie bag ? Water pistols ? Sunglasses 3. 2. 8 Packages Red package (65) Only an entrance tag for one day at the festival OR two days at the festival (then it will be 100). When they book their tickets within the first 8000 tickets which are sold, the price will be 60 for one day. White package (175) Entrance ticket for one day at the festival (65) include a return flight with Ryan-Air, when it is a flight within Europe. Otherwise they get a discount of 30% (100) Blue package (235) Entrance ticket for one day at the festival (65) Included a return flight with Ryan-Air, when it is a flight within Europe. Otherwise they get a discount of 30% (100) One overnight stay at the Orange bivouacking (60) Orange package (585) Entrance ticket for two days at the festival (65) Included a return flight with Ryan-Air, when it is a flight within Europe. Otherwise they get a discount of 30% (100) overnight stay at the Orange Camping (400 for 7 nights) Included breakfast for all days (20) 4. Human alternatives 4. 1 StrategyThe human resources within the company is a well-organized department that tries to motivate its workers as the first aim. As the company organizes events, the human resources is responsible from hiring new eployees, human resources planning, job applications, employee choices, bringing up and improvement, performance evaluation, working relations, rubicund and safety, employee and employer relations and so on. The department tries to motivate its employees and tries to addition productivity. It is tried to get maximum benefit from the employees skills, knowledge and capabilities to reach the efficiency and then effectiveness. The department tries to have the employees motivated and satisfied from their work both financially and psychologically.The quality of work is tried to b e increased so that the motivation and the eagerness to work should be stable. For all these, some orientations and trainings are organized for the employees to follow new trends and developments and keep them on tie. And when it comes to concept, it can be said that it is the Dutch flag and each color stands for something else. Red is Olympic fire, international, Olympic Games 2028 and white stands for wind, new ideas, innovative and blue represents water, flavour and survive. And orange represents the Dutch feeling and can be seen as a frame of the flag. At this point, it can be said that the department is very innovative and come up with new ideas with the help of following trends and developments within the industry.It is tried to lead only Dutch people and people who can see the world through Dutch eyes. In addition, it is needful every employee and volunteer to speak also fluent slope so that they can introduce the Netherlands well to people or customers from all around t he world. When it comes to orientations, the aim of Olympic Games 2028 is tried to be imposed to the employees and to promote the Netherlands will be reached with the help of them. 4. 2 Outsourcing Apart from volunteers, the company will outsource the employees for bail and technical departments. The reason is that these departments need more skills and render more heavy and prominent work which cannot be considered as easy as other departments like F&B.For cleaning and maintenance, the company will have volunteers. For the F&B part, the company will have two chefs to cook on tall ships. However, it is still needed to have volunteers to serve food and beverages. In addition, the supervisors will not be volunteers the company will hire and pay for them since they need to have some specialized skills to manage the volunteers and subordinates. woof Recruitment and selection for the departments are breathing out to be done with by the human resource department. The company will outs ource the catering company and warranter. Supervisors for food and beverage will be paid employees. And the rest will be volunteers for the event.At this point, it can be said that all the employees should have at least some specific aspects as follows ? Between 21 and 35 years old ? Fluent Dutch and English ? Eager to work ? Good conference skills ? Experience of work Training When it comes to training, it can be said that the employees will be trained before the event by the human Resource department with the help of the managers. The trainings will take place one week before the event. They will be informed about all details of the event so that so that all the things will go smoothly. Accommodation and Motivation There are some benefits for employees who will work in the event. They will have the chance to know each other and have an unforgettable experience.The housing will not be provided for employees however the employees can have the breakfast as a breakfast buffet with t he others and they will have the lunch and dinner in the area. The department will give them tickets to get the food and beverages. 4. 3 Volunteers Instead of hiring employees, having volunteers is the best option for the event so that the company can decrease its costs. The volunteers can be found with the help of an advertisement on the website of the event. The people can post their CVs directly from there. At this point, it can be said that all the volunteers should have at least some specific aspects as follows ? Between 21 and 35 years old ? Fluent Dutch and English ? Eager to work Good talk skills Selection This time, the Human Resource department will do the selection according to the criteria. They will make interviews with the people who applied to be a volunteer in the event and then the selection will be made. Training Trainings will be implemented for volunteers one week before the event. However, the volunteers who will work for B2B event will need more time for trai ning as it is more important. The HR department will manage the trainings with the help of facility manager. They will have the trainings for the subjects like hospitality, communication, bar skills and waiter-waitress skills. Accommodation and MotivationThe volunteers will stay at the Camp Sites which will be provided by the event company. The Camp Sites will be close to the event area and by doing this the transportation expenses will be avoided. In addition, the volunteers will have the breakfast in the face pack sites as a breakfast buffet and they will have the lunch and dinner in the area. The department will give them tickets to get the food and beverages. There are of course some benefits for volunteers to work in this event. First of all it is an unforgettable experience for volunteers which will bring self-enjoyment. In addition, it is a good opportunity for them to put their resume as a volunteer experience. 5.Sponsoring Eventastic will approach different kind of sponsor s. For the sponsors it is necessary to connect to our concept the Dutch flag. The potential sponsors are divided in Business to Business and Business to Consumer. 5. 1 Business to Business For business to business we would like to have Philips as a sponsor. Philips is already a know company, but at this event Philips can highlight another side of the company. The Olympic games try to be a sustainable as possible Philips has also a strong focus on sustainability. Being the sponsor of this event, Philips can promote that they are sustainable. Also they get a stand at the exhibition.The event will get in return that Philips can arrange the light and sound equipment that is needed. Another potential sponsor for B2B is AVIAREPS tourism. This is a company that takes care of destination marketing for the Netherlands. This company can help us with the marketing, by promoting the festival on their website. In return they will get free publicity and they can get a stand at the exhibition. 5. 2 Business to Consumer A potential sponsor for the festival will be Radio 538. This is a very famous tuner station in the Netherlands, who are very popular with people at different ages. Radio538 can sponsor the festival to arrange the music in the blue area.They will get in return a very wide publicity and that may increase the amount of listeners. Also their brand is written on the back of the shirt of the employees. Another potential sponsor is Beach club Vroeger. This is a famous beach club in the Netherlands. They can arrange the beach chairs, couches, sand etcetera for our lounge part in the red area. What they will get in return is free publicity and their brand on the back of the shirt of the employees. 6. market 6. 1 Promotion We will describe the several tools we are going to use to attract as many B2C and B2B customers we need to make this event a huge success. Through several canals the promotion will be made. In the table below you can find them Promotion Canal o ptic B2C High flyer balloons with advertisements in all provinces meshing B2C Website (B2B and B2C) Twitter Facebook Hyves optical B2C A flashmop in Amsterdam, The Hague, Eindhoven, Utrecht and Nijmegen (big cities). TV Commercial B2C On the Dutch boob tube system Radio commcercial B2C Radio 538, SlamFM Invitations B2B Personal invitation Application for B2B and B2C Smartphone download Visual B2C Advertisements on bus and train stations B2B invitation package To attract the B2B visitors, we created an unique and scoop shovel B2B invitation package. We would be able to reach our overall goal Positioning the Netherlands in the UK during the Olympic Games in London 2012 as a nation that produces high quality sport products and services, by making a good developed B2B program, enable networking and get introduced with the Netherlands. Thousands of worldwide fans will be attention all medal celebrating ceremonies.To make the invitation package more perso nal, we will invite them through a special designed goodie bag, which will be confide to them. The slogan on the goodie bag shall be see the world through Dutch eyes. In this way they will be more curious about our program. This invitation package includes a personal invitation letter (name will be hand written), pen and paper and an application introduction as well as an application coupon in order to sign up. Students from a Dutch University will develop these app as a case for school. The following information will be involved Program, with time scroll Maps Tickets Food and Beverage information Accommodation Infrastructure Transport Facts about the Olympic Games Facts about Dutch venues When the recipient does not have a smart phone, he or she can log in on the website with his/her personal code and the same information can be found. To make a good marketing plan, several subjects you have to consider that have to be included Competitors analysis Product description Market section Pricing strategy promotional plan 6. 2 Competitors analysis Eventastic has two different kind of competitors. First of all the competitors for the company as an event organizer and the countries who are participating in the selection for being a host province.The organization competitors ISS Events Eventure Octopus Eventurious Competitors of the Netherlands of being a host country Australia. Melbourne is considering a bid for either the 2024 or 2028 Summer Olympics. Canada vs. United States. Kenya These three mentioned above are potential host countries for the Olympic Games in 2028. 6. 3 Product description B2C The focus is on what is important within the Dutch culture. The B2C concept is focusing on celebrating the achievements together, where different nationalities will be involved. The most important Dutch elements will be showed to the guests the three colors of our flag (red, white, blue).Red also stands for the sunset, white for the beach we have in the Netherlands and blue for the wedlock Sea. Thereby, the color orange, the famous Dutch artists and DJs, typical Dutch snacks and the famous festival experience. Connecting to our slogan see the world through Dutch eyes, we let the visitors see how the Netherlands celebrate celebrations. People who are attention this event have different kinds of unavoidably and that is why we organize areas with different themes all at the same location. The guests are able to be involved at every area with just being in one. On the festival areas there will be screens, where they can see how the party is going on the other area. Thereby, people can tweet, so they will be connected with each other. B2BIt is important to promote Holland as a country that has a lot to offer, so connecting with each other is very important. The business to business concept is focused on giving the entrepreneurs a chance to network, at one place, with people from all over the world. The Netherlands will be promot ed worldwide, due to increase the Netherlands visibility to a large amount of business audience. 6. 4 merchandising sectionation B2C It is important to know your audience, if you have to organize an event on a scale like the Olympics. Sport fans from all over the world is our audience for the B2C concept. We took a closer look at the customers, to discover if our concept meets the wishes and needs of our target group. So we selected some criteria to segment the audience.The research, to get to know how we can involve their needs into our concept, is establish on several segment criteria and the Euro genial Style. We divided the segment criteria into three groups Demographic Psychographic Behavior To get a more specific point of view, we divided these criteria into subgroups. Because we have two different kind of events, there will be two different kind of target groups. The Business to Consumer (B2C) target group will be described below. Demographic criteria The visitors who co me to the Olympic Games are sport fans. These fans can consist of adults or young people. Age The young people, who are attending the Olympic Games, have the age between 16 and 25 years old.This generation, the young people who are born between 1977 and 1994, is called Generation Y. The adults have the age between 25 and 35 years old. social class There is a high differentiation between the type of sport fans. This group consists of the lower, middle and high class. The middle class group is the biggest one of sport fans and they need to spend money to go to an event, so that is the group we are focusing on. This group is also called as Dink. They are younger couples of 25 years and older and have a double income and no kids. Psychographic criteria Personality Our target group are familiar with computers and internet and easily spends money.They have less time for leisure, so they buy things online (do their banking online and full treatment at home also in the weekend). They ar e quite egocentric, they life in a do it yourself culture. Furthermore, they are digitally oriented. They always want to have internet, wherever they are. Finally, they knows and feels exactly which brand is the right brand for them. Gen Y is seeking more, after than just friendships. They want community to be understood, accepted, regard and included (the Australian leadership foundation). They strive to make realize what their peers expect of them and their self respect often rests on how well regarded they are in their group. They are very loyal to their friends (Kotler, 2009) LifestyleFor this target group, it is important to follow up on trends. Generation Y is an attractive group for marketers, because they always want the newest of the newest. Some interests are that they like to spend their spare time the most on going to a party (74%), listening to the radio (74%) and going to a movie (72%). They are also interested in sports and healthy food. Behavior Consumption Generati on Y is not raised in a time of financial crisis. The younger people do not have financial responsibilities their parents, the baby boomers, have a high income and they are raised in a time of using credit cards and loans. That is why their consumption behavior is high.Because of the fast technological developments, there is a high change of products. Generation Y always want to have the newest things, so they change their products very fast. They are willing to invest a lot of money to get involved into a certain group. Brand loyalty When it comes down to brands, they are not very brand loyal. Because they want to follow the trends, so they want to buy the trends which is trendy in a certain moment. Sometimes they want to wear a specific brand, because then they have the feeling they belong to a kind of group. Marketing cleavage B2B An event like the Olympics has an enormous scale with people, so it is important to know the audience. Our audience comes from all over the world.We se lected some criteria, to make our audience more specific for out B2B concept. We took a closer look at the business people, to discover if our concept meets the need and wishes of the target group. In this way, we know how we can involve their needs into our concept. It is based on several segment criteria and the Euro Social Style Demographic Psychographic Behavior Demographic criteria The target group of our B2B concept consists of business people. These are the Baby Boomers and Generation X. Age Generation X have an age between 35 and 46 years old, they are born between 1965 and 1976. The Baby Boomers have an age between 47 and 65 years old and are born between 1946 and 1964 Social classThe Baby Boomers are in all kind of different classes, but we will be more focused on the prosperous and better educated segments. During a lot of years they have a lot of nicknames, such as yuppies, yummies, dinkys, DEWKs and sloppies (Kotler, 2009). The Baby Boomers belong to the welfare or high er social classes, because of their parents. They had plenteous money and a high education, so they could send their children to school. This also applies for Generation X. Psychographic criteria Personality The personality of the Baby Boomers mostly exists of that they are independent, active, ambitious and career oriented. They always want to be informed about the news and they are interested in classical music, health care and travelling.On the other hand we have Generation X, who want to remain traditional families and want availability for their children. They created a more cautious economic awareness, because they grew up in an economical crisis. They want to be informed about the regional news and are more aware of products prices. Their interests are music, movies, travelling and height their kids. Lifestyle Every day, the Baby Boomers are watching goggle box for 2 or 3 hours, of whom 61% is interested in Dutch television (NL 1). 84% of the Baby Boomers uses internet. To compare prices, they make use of advertisements or the internet. Because they have enough money, they can make life comfortable for themselves. They go more than once a year on a holiday.Generation X is more busy with visiting family and friends, shopping and going to a movie. As well as the Baby Boomers, they compare prices on the internet and watch television for 2 or 3 hours every day, but they have more interest in RTL4. The biggest difference between these two, is the interests and income. Behavior Consumption The most Baby Boomers are doing their purchases at the Dutch store Albert Heijn. Is there is a discount at another shop, like Aldi, C1000 or Lidl, they will go to that store. Most of their money is spend on hot meals, going out for dinner, computers and holidays. Generation X does the same thing with their purchases and their spending pattern. Brand loyaltyTo buy well-known brands gives both of the generations a certain status. They stick to a brand, because they are use d to it and know exactly what they deliver. 6. 5 Pricing strategy B2C It is important that there is a good price for the customers, because they have to buy the ticket. That is why Eventastic uses buyers perception of economic value as the key to price. First we analyze the customers needs and value perception. A price is set to match the customers perceived value, based upon the needs and value perception. Visitors want some experience during the event, so they want value for their price. If it is worth it, they are willing to pay a high price.So quantity and quality have to be equal. pic Figure 6. 1 pricing strategy To name more specific objectives, for example to attract as much as B2C guests as possible, Eventastic uses this price strategy. If there will come more people to the festival, the more the Orange feeling is presented. B2B As been mentioned above, it is important to create a good price for the customers. Therefore, you have to understand the value of a product or serv ice completely. First you have to analyze the customers needs and value perception. So with this, the prices will match with the customers perceived value. The target group of our B2B concept is hotel chains that people can make business. he target group for B2B is hotels chains that people can make business. To attain more specific objectives, we uses this price strategy to attain more specific objectives (see picture above). 6. 6 Promotional plan Advertising Sport magazines Internet Flyers Brochures Newspapers Advertisement published on busses, in London and in the Netherlands transfer advertising Media Relations Campaign Press releases through the internet Promotional activities Sponsorships Merchandising Orange shirts Orange caps Typical Dutch goodie bag Water pistols 7. Risk analysis The B2B event takes place at two different locations the Tall ships and the Holland Business Promotion house.The B2C event takes place at the festival area in Greenwich at the orange festival center field. There are a couple of risks that Eventastic needs to be aware of amongst others financial risks, healthy risks and technological risks. A general risk is the Weather. London is well known for the fact that it rains very often also during the summer. In the HBPH and within the Tall-ships it is not necessary to calculate this risk because it is inside. For the outside area between the ships and the digest deck on the tall ships pavilions and umbrellas are available. During the B2C festival ponchos can be bought. Furthermore is first aid equipment at all locations available and for the security a professional Security company is hired.Financial risks Bad occupation, accidents, damages etc are part of the financial risks Eventastic needs to be aware of. To minimize these risks 75. 000 for insurances and for 45. 000 for out of the blue(predicate) costs are calculated. Furthermore we try to sell as many tickets as possible before hand. Because of this you get ea rlier money in and can react on less bookings by rationalise the number of employees, food and beverage etc. To increase the number of early bookings until one week before the event customers get a small discount of 5. Legal risks To react on legal risks Insurances regarding employees and guests and possible risks like fire are available.Additionally Licenses and legal compliances are organized by specializer orange connection. Technological risks To minimize the technological risks Technological assistants are available at each location. If a computer or other technological equipment is broken that cannot be fixed by the technological assistants Evantastic is in communication with external organization if technical equipment does not work a company that delivers new equipment is reachable 1 7. 1 Crowd centering Communication To manage a crowd in the right way is absolutely necessary that the communication is done in the best way that is possible. To do this each employee as well as volunteers will be informed about fire escapes etc before the events start.This will be done during a safety briefing before the events. The communication between cater needs to be good during the whole event. Because of this employees are connected with headsets during the whole events to guarantee a good communication. Another communication aspect is the communication between guests and employees. By using threshold points the communication to inform and guide the customers is optimized. If something happens all people will directly and clear informed by using PA system about what happens and what to do in a calm way. All Emergency exits have visible signs that are not just on walls but also at the exhibition stands, bars, snack bars etc.These signs are according to the target group available in Dutch and English Festival area A specific communication part of the crowd management are the brochures at the festival area which are available at the entrance and at the F&B areas. They give information about the program as well as an area plan including emergency exits. Control the absorption To hear the parsimoniousness it is necessary to know how many people can be at same spot at the same time. By doing this a maximum legal density is at about 70%. 100% should be if 2,4 people are on one square meter. Holland Business Promotion House Just during the opening the density in the HBPH is higher.A maximum of 1920 guests are at the same time at the exhibition area. There is one bigger entrance that is also used as an exit and two emergency exits. All three exits are in different direction so that it would be easy to leave the building (Appendix II). The HBPH has about 2. 000sqm. single(a) about 650m? stage and exhibition stand there are 1. 350m? left field that need to care a maximum of 1. 920 people. The security standard is a maximum of 70% density for events. Regarding to the mentioned figures during the opening the density would be 59% so under the secur ity standard. 1. 920 people / 1. 350m? = 59% density Tall-Ships The Tall-ships have a capacity of 120 guests.To guarantee safety and a good atmosphere the capacity of each ship is reduced to 80 guests on one ship at the same time. Through security control and good communication between the employees at the entrance of the Tall-ships not all guests will enter the ships at the same time. That is why there will be no bottleneck at the entrance. Festival area To reduce the pressure of the crowed the tickets can be bought and print in advance though website. The festival area in Greenwich at the orange festival plaza has a size of 25. 000 sqm. There from are approximately 5. 000 sqm for stages, shops, sanitay facilities etc. With a maximum number of expected guest of 10. 000 visitors a day the density should be 70% on 17. 000 sqm. Due to the fact that there are about 20. 00 sqm left the maximum density is definitely lower than 70%. But still there are some bottlenecks for example the ent rance area. As it is visualized below the entrance and exit part is not the same so that there is no movement in two direction. Hence are the merchandise stands good visible from the entrance but not too close to the entrance. By doing this people do not block the entrance area and the merchandise is still close enough to the entrance. Figure 7. 1 entrance area Apply safety standards Eventastic does furthermore apply some safety standards like good visible signs with security exists, first aid, extinguisher etc that are of course also available. Tall-shipsAdditionally to the safety standards that are at all three locations the same there are life jackets available on the tall ships. Festival area At the festival area a Security check for weapons , fire work, glass etc. is done by a professional security company. Signs inform guests about reasons for the security check and about the way of doing it are readable from 20 to 25 meter before the entrance. There is a No glass policy to re duce the risk of injury because of glass on the ground etc. Moreover crowd control thru security and fences are down to ensure the safety of all guests and employees. 8. Financial 8. 1 Financial part for the business to business event Descrption of cost Costs Percentage Marketing 90. 500,00 17% Adverts 60. 000,00 Publicity Costs 20. 000,00 Document Prints 1. 000,00 Websites 2. 00,00 Invitations 6. 000,00 Signage 1. 500,00 Decoration 25. 000,00 5% lease Costs 37. 00,00 7% Technical Equipment 20. 000 Stands for Exhibition 2. 400 Shows 50. 000,00 9% 3D Projection Opening 40. 000,00 Firework 10. 00,00 Staff Costs 16. 350,00 3% Food and Beverage 216. 750,00 41% Lunch/Dinner on tall ships 152. 000,00 Networking closing party 60. 000,00 F&B for volunteers 4. 00 Drinks for Exhibition Hall 750 Transportation Costs 33. 000,00 6% Trasnportation of goods 30. 000 Transportation for volunteers 3. 000 Unexp ected Costs 20. 00,00 3% Licenses etc 20. 000,00 3%