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Event Organizationand PublicityGroup Name: Nabster

Team Members: Nabilah, Mien Yee and Hasif

2011

Nabster

ISO

8/2/2011

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Nabsters report

Content Page

Executive Summary

1.1 Synopsis Of Event1.2 Event Proposal (1st) (2nd) (3rd) Page 3-51.3 Target Audience Page 5

Event Planning

2.1 Pre Event Survey Page 6

2.2 Event Purpose (ETE)2.3 Event Purpose (Facebook) Page 72.4 Singapore Swimming Club site recee Page 82.5 Program Planning Page 9

Actual Event

3.1 Event Execution (Facebook NECDC)3.2 Problems Faced Page 10

Conclusion

4.1 Learning Highlights (Reflections)4.2 Positive Reflections Page 114.3 Negative Reflections4.4 Post Mortem Analysis4.5 Feedback Page 124.6 Suggestions For Future Events

4.7 Conclusion Page 13

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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 brandETE known to the general public. This product is currently known only to thefriends of the founder of the make up and also friends of friends who havealready known the product. Our job was to make the product commercializedso that many other people can know about the product by holding a productlaunch for the client.

1.2 Event Proposal (1st proposal)

When we first met the client, Ms Wong Tingmei at her place, we proposed toher our idea. Our teams first event proposal was to hold a product launch atVivocity, a place where alot of people from those teenagers to those workingadults visit to shop or even just walk around. Besides that, tourists too oftenvisit the shopping mall before they head to Sentosa. Holding a product launchthere would surely attract alot of people considering the fact that alot of peoplevisit the place. However, the client was not agreeable to the idea as it wouldrequire 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 schoolchildrens are having their holidays.

Where: Vivocity where the event will be held indoors, the rates was quiteexpensive but worthwhile due to the large human traffic there.

Why: Vivocity is a place where alot of people consisting of tourists would visitand holding an event there would surely assure us that there will be attendeesfor the event.

How: Gather our friends to help as emcee for the event. Dance and singingperformances 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 theperformances and we would also give out flyers to the people in the public andalso 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 thelightings 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 SingaporeSwimming Club, a country club located about 5 minutes drive fromMountbatten. 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 togo ahead with the idea as she thought it was too expensive and she was notwilling to spend that amount of money.

The 5 Ws and 1 H

Who: Stakeholders (working adults and housewives, those who are membersof 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 ourjune vacation.

Where: Singapore swimming club, which has a ballroom readily available at acost of $760 for 4 hours and the ballroom could occupy 80 people.

Why: Singapore Swimming Club is a private club where only members of theclub can follow the event and activities of the club. By doing an event there wewould get to attract many interested members of the club to attend theexclusive event.

How: Get help from the advertising deparment to advertise the event in theclub 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 andthe idea was to hold a makeup workshop in our own schools auditorium. Wecould also get a few Nitec classes to attend the workshop which was due tobe held in the second week of July which is in the first week after our schoolsvacation. By doing the event for the Nitec students, we hope they will havebasic knowledge of makeup and how to use it on themselves once they stepinto 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 sameclient that the client wont be able to proceed with our final proposal as shehas got her own personal projects for her make up. In the end, we wereunable 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 WongTingmei), teachers.

What: Workshop for female Nitec students in Bishan ITE College Central tocreate an awareness of the ETE makeup so that they would be exposed to thenew makeup brand and besides that the workshop would help them to haveknowledge of how to apply the makeup on themselves.

When: On the first week after school reopens which is on the Friday, 15 June2011.

Where: In the school auditorium.

Why: The school auditorium is able to occupy many people and by doing aworkshop there, we would be able to get a 4 to 5 Nitec classes to attend theworkshop.

How: We would inform the class advisor of the event that is going to happento make sure that the workshop and their classes would not clash. We wouldalso go from one class to another to let the Nitec female students know theevent that is happening and work together with their class advisors to makesure 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 thosefresh graduates who have finished ITE, polytechnics and universities and are

just beginning to step into the working world and the second one are thosehousewives aged from 30 to 45 years old. The make up brand claims to besuitable for all Asian skins so its aiming to get all ladies from all around Asia touse 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 (BobbyBrown, Mac and Clinique) showed that the prices of all the competitors was allaround the same range of ETEs. The price range is in the middle of the lowend products like Mabelline etc and Estee Lauder etc which is at the high endof the make up brands in Singapore. We suggested to client that we wouldwant to do a make up launch for the make up brand at Vivocity, which is aplace where many young people go to. Our aim of holding the planned eventthere is to attract all those people who are there but the idea was rejected duethe lack of budget.

We then decided to hold a make up launch at a country club which we choseSingapore Swimming Club as we found out that they would cater to eventslike this for the members of the club. We also chose a day which was duringthe June vacation and also on a weekend, reason being most mothers wouldbe free during weekends and they could bring along their daugthers for themake up launch. The idea was also unable to take place due to budgetproblems so we ended up suggesting to the client that we would want to holdthe event in our own school campus.

We were also unable to execute that idea as the client backed out at the lastminute and we proceeded with helping out with the Facebook team with theirproject, 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 isto raise awareness of the product name to Singaporeans, reason being that itis a new make up brand and not many people are familiar to the make upbrand name.

The other purpose of doing the make up roadshow is to get Singaporeans toprefer 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 wasto get as many people as possible to like the Facebook NECDC page. Theevent 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 timethey did the event its was during the vacation for the Nitec students of thecampus hence they were only able to get the Higher Nitec students to like thepage. 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 Facebookpage and for every like we get we gave them them a $1 Macdonalds voucherdiscount which they can use should they visit a Macdonalds outlet to havetheir breakfast, lunch or dinner.

Apart from that, those people who use their Facebook to like the page wouldbe able to receive updates from the NECDC regarding any events that they(NECDC) would be holding or any updates that NECDC would have wouldappear 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 siterecee of the place as requested by the client of ETE. We went there to takesome pictures of the venue that we had intended to use for our makeupworkshop. Together with that we also had to find out the rates that they werecharging for the usage of their facility.

There were three ballrooms at the country club, one could accomodate 80people and the other two could accomodate 100 people. We had intended touse only two ballrooms for the event (100 pax and the 80 pax) as the clientsaid that she wants the makeup workshop to be held for 100 people. Whiledoing the site recee, we also found out that Bobby Brown (competitor) haveheld a similar event at the same location also.

The pricing for the 80 pax room is at $760 and $850 whereas the 100 paxroom is at $1250 and $1600 during weekdays and weekends respectively.The rooms rates are for 4 hours use, meaning the average hourly rate wouldbe $502.50 (weekdays) and $612.50 (weekends).

The country club representative said that they could do advertising for us butat a cost which she said that can only calculate once we have confirm of thebooking of the location, also they said that should we want to have lightrefreshments for the attendees during the event they would do the catering asthey do not allow outside caterings. Sales is also allowed for the event. Theclient had intended to do some sales after the event for those who areinterested 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 personswould 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 passout flyers to those walking by. The one sitting down at the booth would also beable to rest should he or she feel tired.

This way of working would ensure that each one of the team members wouldbe 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 havea fair say of what they think is the best for the project that we would do. We allthink its the best for us as we have experience from which we have learnt weall 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 theevent so that it saves us the trouble of choosing our words on the spot. Alsothe person who is not so fluent with speaking would go with another teammember 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 oflikes on the facebook page of North East Community Development Council(NECDC) was at 3486. Our groups was given a target of getting 200 peoplefrom our campus (ITE college central Bishan) to like the page. This was thesecond time that the Facebook team was doing the event. The first time theydid the event there they were able to get close to 400 likes from the studentsthere. The second event that we did lasted from 10am to 2pm.

Everything was going just as planned, we had lessons at 8am that morningand we was dismissed from class at 9.30am, which allowed us to have about30 minutes to set up the booth and also the sound system. The booth andsound system was done by 10am sharp, all was going well until we decided tobegin 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 thepeople to like the page but upon taking out the two tabs, we realised that oneof 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 200likes 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 thatwe can only use one galaxy tab as the other had to be charged and the timeits took to charge was very long so we has to proceed with the event asplanned with just one galaxy tab. We started out with two person with onegalaxy tab to go around and get a hang of asking people to like the pagewhereas the one person left had to stay at the booth and hand out flyers tothose who walked passed the booth.

The third problem faced was that since its the second time that the Facebookteam 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 impossibleto 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 200likes 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, Nabilahleading the team and the team members Hasif and MienYee. Although therewas a lot of work to do, be it preparation for execution or report wise, all workwere allocated to each individual equally. When we encounted any difficultieswe sought help from our team members. The whole project has created abond in us.

When we did our execution, we were given two Samsung Galaxy Tabs sothat the participants could like on-the-go, which is very convenient. We gaveout gratuitous gifts ($1 McDonalds vouchers, notebooks, card holders) tothank 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 somemarket research on a few brands (Bobby Brown, Clinique, M.A.C) at townbecause their price range were nearest to ETE's cosmetics. This gave us arough idea of what the client has in mind and how we were going to displayour products when we held our roadshow event at Vivocity. We knew what theclient wanted due to proper communication. However, the client had nobudget.

When we chose the Singapore Swimming Club (SSC) as our venue for ourETE event, we found out that the priced quoted was over her budget. Then,we went on to contact the respective personnal (Ms. Maryann) and negotiatewith her, hoping to lower the price. Unfortunately, the answer that was givenwas that was already the cheapest ballroom and all prices were fixed and nonegotiation was allowed. At least there was negotiation done and we tried ourbest.

For our Facebook execution, almost every of our schoolmates were co-operative and helped by giving their 'like' to the NECDC Facebook. Althoughwe only had one Samsung Galaxy Tab which can be used at a time, we hadour Smartphones to the rescue and the students also helped by using theirsmartphones. Some even said that they will like the page when they get backhome.

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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 costquoted by the SSC, we went on to propose the Sengkang Community Clubbecause it was a new estate and most of the residents residing there wereyoung adults, which also means potential customers of ETE. That was notexecuted as well because we had no guest list and we were reaching out totoo huge a pool of people. We also could not decide on how and whichmethod to use to find/invite our guests. In the end, all ideas were unfortunatelynot executed because the client had other events on and could not holdanymore events.

For our Facebook execution, an obstruction occurred because both of theSamsung Galaxy Tabs given to us were only 20% charged, which led to adisruption of duties because we could only charge one at a time and go aheadwith our execution with one Samsung Galaxy Tab. The atmosphere was notvery suitable because most of the participants were either eating or busydoing their own things but despite that we still went ahead despite that as itwas 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 NECDCFacebook 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 meanswe have hit 65% of our target. For the remaining 35% which we did notachieve, the possible reasons could be because we picked the wrong day anddate (Wednesday, 17th July 2011), it might also be because the rest of thestudents have already 'liked' the NECDC Facebook page when the otherFacebook 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 weredoing. They also gave positive feedback saying that what we were doing wasmeaningful work. Some even got their friends from outside to help out withliking 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 earlierin advance to pick the correct location and audience so as to preventconfusion and blunders from happening, also make proper-planning for workallocation on the day of execution to be more systematic in what we are goingto do. We could do with more manpower too as more manpower would meanthat more work could be done. We would also be prepared for any problemsthat could pop up at the last minute.

4.7 Conclusion

Overall, it was a great learning experience for all of us. If given anotherchance, we would all be glad to hold another event once again as we alreadyknow how to do the event. When we do a certain something for the secondtime, we would know what exactly to do and what to expect. That way we canbe better prepared for anything that would come and hit us.