client proposal for corporate event

� � REGENERATION2016

5EM503 Corporate EventsAutumn 2015

Module Leaders: Kathryn Scott and Olivia RamsbottomCW2 Report

Word count*: 2335

The Federation of Master Builders 75th Anniversary

‘Regeneration’ Conference

Foundation Events Project Manager: Emily Wildsmith (100298548)

Emily Evans (100355168) Katie Howie (100342310)

Sophie Needs (100343576 ) Alexandra Tomczyk (100345210)

* Excluding figures, tables, Client Brief, and the appendices. Including in-text referencing.

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REGENERATION2016


Table of Contents1. Client Brief 3

2. Company Background 4

3. Overview 4

4. The Venue 5 4.1 Venue Details 5

4.2 Accommodation Details 7

4.4 Location 8

4.3 Travel 8

5. The Event 9 5.1 Itinerary 10

5.2 Ticketing and Registration 11

5.3 Potential Speakers 12

5.4 Exhibitors 12

5.5 75th Anniversary Gala Dinner 12

6. Event Finance 13 6.1 Sources of Funding 13

6.2 Event Budget 13

6.3 Event Break-even 15

7. Marketing 16 7.1 Marketing Strategy 16

8. Sponsorship and Exhibitor Packages 17

9. Event Delivery and Shut-down 19

10. Health & Safety 20 10.1 Risk Assessment 20

10.2 Contingency Planning 20

11. Post-Event Evaluation 20

12. Conclusion 20

13. References and Bibliography 21

14. Appendices 23 Figure and Table List 23

Appendix List 24

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1. Client Brief

FEDERATION OF MASTER BUILDERS The Federation of Master Builders (FMB) is a large trade organisation for the building trade. (Please note that this organisation actually exists so we will expect the event plans to take account of the nature of the organisation and its likely audience(s)). The FMB’s roles include lobbying on building related issues, representing members and providing promotional and training activities for members. The FMB requires an event which will be a conference and Annual General Meeting, incorporating an exhibition of stands that delegates can visit when they are not in session, and at least one evening event. The event has to take place in April and will run over two days. The FMB does not have premises large enough for this event so requires a venue suitable for use. An event plan, with plenty of supporting detail, and a pitch presentation, is required for this event. Your event plan needs to cover every aspect including: · Venue details· Accommodation details· Travel details· Pricing for delegates, exhibitors and so on· Marketing in advance of the conference· Session details including speakersThis is a very limited list and you will clearly need to consider many other aspects. You should produce a clear plan with a large amount of supporting material. Supporting material could include marketing material, health and safety info, speaker biographies, agenda details and so on. It is vital that every member of the group understands every aspect of the plan. The venue has to be in England, but there is no requirement to hold the event in a particular area of England.

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2. Company Background

The Federation of Master Builders (further referred to as ‘FMB’) is the ‘largest trade association in the UK’ (About the FMB, 2015). FMB aims to deliver the highest standard of service, by providing their members with business tools, credibility, and a strong collective voice within the industry (Our mission, 2015). The FMB was established in 1941 (FMB, 2015), and currently associates over 8000 members.

The FMB holds various events throughout the year, such as the Master Builder Awards or training courses, local and national conferences; as well as actively representing the members on trade shows and exhibitions (FMB, 2015; Twitter, 2015). The FMB also has a strong presence on the national political scene and tenaciously lobbies the interests of their members during political debates and assemblies (FMB, 2015).

3. Overview

As stated in the client brief, FMB requires a complex, multi-purpose event. The Foundation Events company proposes a themed conference, exhibition and gala dinner which fulfil the objectives of the client brief. The 2016 event not only provides diverse, industry relevant content for the delegates, but also showcases the 75th anniversary of the association. During the event, the FMB will have an opportunity to show recognition for the oldest or most active member, as well as hold the Annual General Meeting and share the highlights with the members.

The event will follow the theme of “Regeneration”, which will cover contemporary issues in various areas, such as changes in legislation, new technologies, or regeneration of brownfield sites. The theme was chosen because of the memorable 75th anniversary of the establishment of FMB.

V i s i b l e i n F i g . 1 i s t h e adaptation of the 5 W’s model developed by Goldblatt (Wale et al., 2010) which summarises all essential information about the event. Each part is described in detail further in this report.

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FMB"Regeneration"

Conference

WHERE?East Midlands

Coference Centre

Orchard HotelWHEN?

20th (Wednesday) &

21st (Thursday)April2016

WHAT?

75th Anniversary

ConferenceExhibition

AGMGala DinnerWHO?

FMB Members

Industry Proffesionals

Exhibitioners

WHY?75th Anniversary

celebrationsMember

engagement

HOW?Planned and delivered by Foundation

Events

Fig. 1 Adapted from Goldblatt’s 5 W’s (Wale et al., 2010)


4. The Venue

During the venue selection process, Foundation Events, kept the event purpose and audience at the forefront of any decision making (Wagen & White, 2010). The venue chosen for the “Regeneration” event is the East Midlands Conference Centre (CC) and Orchard Hotel, located in Nottingham.

4.1 Venue Details

De Vere Group are well-established within the industry as the leader in business dedicated venues. The venue offers a central location for the FMB members traveling from across the United Kingdom. The Orchard Hotel as an award-winning sustainable accommodation, which was chosen to enhance the theme of “Regeneration”. The East Midlands CC offers a range of spaces design to host conferences, exhibitions, and banquets. The rooms used throughout the event are outlined in the Table 1 visible below (Layouts, 2015). The event floor-plan is visible in Fig.4. An overview of the venue directions and travel options is provided below.

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Fig. 2 The Venue (East Midlands CC & Orchard Hotel, 2015)

Fig. 3 - Key Facts (De Vere, 2015)


Room Size Layout Capacity Use

Banqueting Suite 13m x 26m Banquet Max 250

Gala dinner & delegate lunch on day 1 & 2

Exhibition Hall 13m x 26m Exhibition Max 35 stands Exhibition space on day 1 & 2

Conference Theatre 16m x 22m Theatre Max 520

Welcome speech and key-note speakers

Conference Suite 1 5.65m x 13.5m Theatre/Cabaret/

Classroom Max 100 Smaller sessions on day 1 & 2

Conference Suite 2 5.65m x 13.5m Theatre/Cabaret/

Classroom Max 100 Smaller sessions on day 1 & 2

Conference Suite 3 5.65m x 17m Boardroom Max 46 AGM on day 1

Conference Suite 3 5.65m x 17m Theatre/Cabaret/

Classroom Max 120After AGM: Smaller sessions on day 1 & 2

Conference Suite 4 5.85m x 12m Theatre Max 80 Smaller sessions

on day 1 & 2

Event Office 5m x 5m Office set-up Max 7 Event office & storage

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Table 1 - Room overview

Banqueting Suite

Exhibition Hall

Conference Suite 2 Conference Suite 1

Conference Suite 3 Conference Suite 4

Conference Theatre

Entrance Foyer

RegistrationDesk

AtriumWC

WC

Kitchen

Kitchen EventOffice

Fig. 4 - Event Floor-plan


4.2 Accommodation Details As Robinson et al. (2010) state, provision of accommodation for an overnight event is an important consideration when choosing the location of an event. Although the “Regeneration” event does not require the delegates to book overnight accommodation, provision of a number of options is vital for the convenience of the attendees. Delegates will be responsible for booking their overnight accommodation, however the event organisers recommend the Orchard Hotel, adjacent to the East Midlands CC. The hotel will offer specially negotiated corporate rates for the event attendees. The Orchard Hotel constructed in 2012, provides 202 bedrooms and the highest quality of corporate hospitality (Corporate rates, 2015). The Hotel was awarded an Excellent

rating by the BREEAM sustainability assessment, and uses a number of renewable technologies, such as the day-light control architecture, green roofs with photovoltaic panels, and many more.

Guests wishing to book alternative accommodation will have a choice of numerous hotels located within a 5 kilometre radius of the venue (visible in Fig. 6).All accommodation bookings and processing will be responsibility of the hotel.

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Fig. 5 The Orchard Hotel (East Midlands CC & Orchard Hotel, 2015)

Fig. 6 Alternative accommodation (Google, 2015)


4.4 Location Nottingham has close links to many UK attractions and English heritage sites, including Sherwood forest, Nottingham Castle, Doddington Hall, and Nottingham Playhouse. Moreover, delegates will be within driving distance of the Peak District National Park, its many towns and activities it has to offer. For more information please see the Appendix No.1.

4.3 Travel Orchard Hotel and the East Midlands CC are located at University Park, The University of Nottingham, NG7 2RJ. Three main modes of transport will be recommended to all delegates: train, airplane, or car.

Train Attendees traveling by train will arrive at Nottingham Train Station and will be able to use either taxis, hire car, or public transport to reach the venue. Nottingham operates a number of connections to major UK cities, including a direct connection to London St Pancras. Average car/taxi travel time from the station is 14 minutes.

AirplaneThe nearest airport is the East Midland’s Airport located 22 minutes car/taxi drive. East Midland’s operate both national and international flights.

CarDelegates traveling by car and commuting via M1 motorway will be advised to leave at junction 25 and follow the A52 road signposted to Nottingham. For satellite navigation, postcode NG7 2QL can be used.

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Fig. 7 - Venue Location


5. The Event

The “Regeneration” event will constitute of four parts: the conference with various speakers and workshops, the exhibition with 35 stands, the Gala Dinner, and the Annual General Meeting. Each part will cater for different target audience as visible in Fig.8. The purpose of each part will differ. The Annual General Meeting will be held to provide a discussion platform for the executives, directors and board members (Investopedia.com, 2003), whilst the conference will provide educational values for the delegates. The speakers, media partners, sponsors and exhibitors will have an opportunity to promote themselves. The conference and exhibition will also be an occasion for all attended to network and forge new business links. During the Gala dinner, the FMB will celebrate their history and longevity.The logistics and operations of each part are outlined in sections below.

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Fig. 8 - Target Audience Breakdown


5.1 Itinerary Visible in Table 2 is the itinerary for Day 1 and 2 of the “Regeneration” event. Each standard Lecture, Workshop or AGM Session will be broken down into 3 sections: 30min delivery, 15min Q&A, and 15min networking break. Four distinct workshops will be carried on day one, and repeated on day two.

Time/Date Wednesday 20th April 2016 Thursday 21st April 2016

9 am RegistrationTea & Coffee Networking

RegistrationTea & Coffee Networking

10:00 am Exhibition open to delegates Exhibition open to delegatesLecture 4

10:30 am Welcome Speech by Brian Berry, Chief Executive of FMB

11:00 am AGM Session 1 Lecture 1 AGM Highlights - talk by Gary Lewis, National Vice President

12:00 pm Networking Lunch

1:00 pm AGM Session 2 Lecture 2 Lecture 5

2:00 pm Lecture 3 Lecture 6

3:00 pm Workshops Workshops

4:00 pm

5:00 pm

5:30 pm Exhibition closing time

6:00 pm

7:00 pm Gala dinner: arrival & welcome drinks

8:00 pm Guests are invited to take seats

9:30 pm End of food service; tea/coffee; Recognition awards

10:00 pm Live music entertainment

11:30 pm Last drink orders; end of live entertainment

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Table 2 - Event Itinerary


5.2 Ticketing and Registration The “Regeneration” event will offer eight types of tickets, which can be divided into two price categories: for members and for non-members. Four options will be available in each category: single day, two days, gala dinner, and full package. The prices outlined in Table 3 are subject to 20% VAT. In order to avoid delays and frustration during the registration process all tickets will be available for purchase in advance (Wagen and White, 2010). An online self-service ticketing platform called Eventbrite will be used. Eventbrite was chosen as it has been used by the FMB for previous events (Eventbrite, 2015). Upon arrival delegates will be required present their printed e-tickets, the barcode will then be scanned. Delegates will be able to reserve workshop spaces upon registration. A delegate/exhibitor card will then be printed using the information onto a magnetised ID card (Fig. 9) using the IDManagement system. The rear side of the cards will include QR codes linking to the event website and live Twitter feed.A sample booking form can be viewed in Appendix No. 2.

Ticket type Member Price (excluding VAT) Non-member Price (excluding VAT)

Single Day (Day 1 or Day 2) £175 £210

Two Days £275 £330

Gala Dinner £60 £75

Full package (Two Days + Gala) £320 £385

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FMB MEMBER

DELEGATE

JOHN SMITHSMITH & SONS CONSTRUCTION LTD

NON FMB MEMBER

DELEGATE


EXHIBITOR

GOLD


Twitter EVENT INFO

BackFront

Front Front

Fig. 9 - Sample ID Cards

Table 3 - Ticket Prices


5.3 Potential Speakers During the duration of the conference six guest speakers will be invited to deliver lectures and answers delegates’ questions. Table 4 provides an overview of potential guests speakers and lecture topics.

5.4 Exhibitors Three types of exhibitor packages will be available for purchase: Gold, Silver, and Bronze. Each package will include different size of stand, as well as various bonuses and levels of marketing. A full exhibitor list can be viewed in Appendix No. 3.

5.5 75th Anniversary Gala Dinner

Speaker Name Speaker Bio Lecture Topic

Dr Julie Bregulla Director of the Building Technology Group at BRE England, Chartered Civil Engineer and visiting professor at the University of Bath

“BREEAM assessment method and certification - excellence in sustainability”

Dr Hendrik Marius Jonkers Finalist for the European Inventor Award 2015 in Civil Engineering Reseach, Inventor of the self-healing concrete

“Self-healing concrete: bioengineering our buildings”

Dr Nikolaos Vlasopoulos Chief Scientist and Director at Novacem Ltd.

“Green from the foundations: carbon negative cement”

Doris Kim Sung Bio-Architect and Thermo-Bimetals Specialist, Founder of the DoSu Studio Architecture

“Metals that breath”

Jennifer Gray Transition Initiative UK pioneer and co-founder of Transition US, SustainableBuild activist

“Our backyard: sustainable redevelopment of brownfield sites in UK”

Fiona Lander Head of Professional Development at APSCo, 30 years experience in international recruitment

“Future only as bright as our children - talent recruitment and retention”

Time Activity

7:00pm - 7:50pm Welcome drinks; live string quartet; red carpet photos with the sponsors wall; Live tweet-feed on screens (throughout the event; best tweet wins a bottle of champagne)

7:50pm - 8:10pm Guests taking their seats, food service begins

Time

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Table 4 - Potential Guest Speakers

Table 5 - Gala Dinner Itinerary


6. Event Finance

6.1 Sources of Funding The primary source of funding for the “Regeneration” event will be the ticket sales. If the event will sell out (1040 delegates over two days, 250 attendees at the Gala Dinner) the total profit generated by ticket sales alone will reach over £280k. Further sources of funding include sponsorship packages and exhibitor packages. The pricing for both sponsorship and exhibitor packages are tiered, each will have a different price and perks. Further details can be found in the sections below. In total, the expected profit is over £130k.

6.2 Event Budget Table 6 shows the income, expenditure and the total profit generated by the event.

9:00pm - 9:15pm End of food service; teas and coffees

9:30pm - 10:00pm Recognition awards: award for the oldest members, award for the most active member; award for the “Rising Star” (most active member who joined less than 5 years before)

10:00pm - 11:30pm Live band: “Time Travel” Theme - covers of the hits from 1940’s to 2015’s

11:30pm Last drink orders - bar closes

12:00pm Event shut-down

ActivityTime

Income Quantity Price Total

SponsorshipSponsorship Packages: Gold 1 £15,000 £15,000

Silver 2 £10,000 £20,000

Bronze 3 £8,000 £24,000

Ticket Sales

Non members:

1 Day 61 £210 £12,810

2 Day 142 £330 £46,860

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Table 6 - Event Income and Expenditure


Full 62 £385 £23,870

Gala 50 £75 £3,750

FMB members:

1 day 92 £175 £16,100

2 Day 187 £275 £51,425

Full 396 £320 £126,720

Gala 50 £60 £3,000

Exhibitor Sales:

Gold package 4 £6,000 £24,000

Silver package 9 £3,000 £27,000

Bronze package 10 £2,000 £20,000

Total: £414,535

ExpenditureVenue Hire (per day) 2.5 £5000.00 £12,500.00

Technical support (per day) 2 £700.00 £1,400.00

Catering (price per delegate) 1040 £47.80 £49,712.00

Marketing:

Magazine Adverts 2 £1,500 £3,000

Website Adverts 2 £1,000 £2,000

Tote bags 1200 £0.60 £720Card printing machine hire 8 £30.00 £240

ID Cards 1100 £0.14 £154.00

String quartet 1 £880 £880

Live band 1 £965 £965Guest speakers (hospitality + travel) 6 £1000 £3,600Gala Dinner (3 courses + welcome drink)

260 £57 £14,820

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6.3 Event Break-even To break-even 255 units will have to be sold. One unit is an equivalent of the average price of 8 types of ticket, which equals £228.75. The break-even chart can be viewed below in Fig.10.

Foundation Events Agency Fee (around 10% of the estimated profit)

1 £25000 £25,000

Event Insurance 1 £4000 £4,000

Sundry expenses 1 £500.00 £500.00

Total expenditure: £119,491.00

Total Profit/Loss £295,044.00

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COST VS. SALES

£0

£20,000

£40,000

£60,000

£80,000

£100,000

£120,000

Units Sold0 25 50 75 100 125 150 175 200 225 250 275 300 325 350 375 400 425 450 475 500

Sales Total CostsFig. 10 - Break-even chart


7. Marketing

Event marketing can be described as the process of both combining and applying business and marketing resources to the appropriate areas to maximise the public awareness (Bowdin 2010). The primary target market will constitute of the FMB members, however the conference will also be marketed towards non-members working within the building industry.

7.1 Marketing Strategy The marketing strategy for the “Regeneration” event will include printed, online, and live marketing. The conference will be advertised in industry publications such as ‘Buildings Magazine’ and ‘Building, Design and Construction’. In addition, the event will be advertised on the ’Construction News’ and the ‘Construction Enquirer’ websites.

Invitations will be sent by email to all FMB members in the form of an e-newsletter. A mailshot (printed personal invitation sent to all members) was considered as, however it was found inappropriate due to the sustainability as a part of the event theme.The sample invitation e-mail can be viewed in Appendix No. 4.

A custom event website will be available to all attendees. The website will include the event itinerary, speaker overview, sponsor information, live twitter feed, and much more.

Further social media marketing will include promotion on the FMB Facebook page, and the “Regeneration” event page. Moreover, all attendees will be encourage to share their views and experiences on Twitter using a custom hashtag #RegCon16. The live Tweet feed will be

embedded into the event website, as well as being broadcasted on TV screens throughout the event.

T h e “ R e g e n e r a t i o n ” conference will also be marketed live during other FMB events, such as the training workshops, or industry specific exhibitions and trade shows.

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PRODUCTFMBConference,Exhibition,GalaDinner,andAnnual

GeneralMeeting

PLACEEast MidlandsConferenceCentre&OrchardHotel,

Nottingham

PRICEMember&Non-member rates

ExhibitorpackagesSponsorpackages

PROMOTIONLive, OnlineandPrinted

Marketing

Marketing Mix

Fig. 11 - Marketing Mix


8. Sponsorship and Exhibitor Packages

Three sponsorship packages will be available and the prices reflect the levels of marketing exposure the sponsors will receive before, during and after the event. A maximum of ten sponsors is desired, two of which are able to purchase the golden sponsorship package. This is primarily aimed at the more established organisations, whereas the silver and bronze packages are aimed at smaller, less established organisations, which is reflected both in coverage and perks included in the package.Fig.12 presents the overview of the prices and perks received with different packages.

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BronzePackage - £8000• Silverexhibitorpackage• Twogaladinnertickets• Bronzelevel ofmarketingcoverage• Logoinclusionon event website,sponsorwallonly

SilverPackage- £10 000•Goldexhibitorpackage•Silverlevelofmarketingcoverage•Acknowledgmentduringevent•Logoinclusiononeventwebsiteandsponsorwall

GoldenPackage - £15000• Goldexhibitorpackage• Silverlevelofmarketingcoverage• Acknowledgmentduringevent, oppoortunitytoco-createtheitinerary• Logoinclusiononeventwebsiteandsponsorwallwithhyperlinktoownwebsite

Fig. 12 - Sponsorship Packages


The exhibitors will be able to choose between three packages, Gold, Silver and Bronze. Each package will include different stand size, as well as additional perks. The package breakdown is visible below in Fig. 13. A list of sample exhibitors including a variety of companies operating within the construction industry can be viewed in Appendix No. 3.

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Bronze Exhibitor•2m x2mspace•LogoontheExhibitionBoard

SilverExhibitor• 4mx2mspace• Logoonthe ExhibitionBoard• OpportunitytoaddmarketingmaterialstotheConferenceWelcomeBag

Gold Exhibitor• 6m x2mspace• Logoon theExhibitionBoard• Space intheAtriumformarketingmaterials/pop-upstand

• 2Tickets fortheGalaDinner• OpportunitytoaddmarketingmaterialstotheConferenceWelcomeBag

£2,000

£3,000

£6,000

Fig. 13 - Exhibitor Prices and Perks

Fig. 14 - Sample Welcome Bag Design


9. Event Delivery and Shut-down The East Midlands Conference Centre will be providing the logistical and operational services, which will include furniture hire and set-up, operational and hospitality staff, day and evening catering, technical support, staging and lighting, and more. The pre-event set-up will commence one day before the event at 2pm. During the set-up all meeting and workshop rooms, as well as the main conference/auditorium and the food & beverage areas will be prepared for the event. The exhibitors will arrive on the 1st day of the event and begin stall set-up from 8am. Fig. 16 presents the general event timeline, whilst Fig. 15 provides a more detailed overview of the day preceding, during and after the event. As visible in Fig.15, different areas of the venue will be cleaned during the second day of the event, and the venue will be handed over at 7am one day after the event. The East Midlands CC will be hired for total of 2,5 days.

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1Day beforetheevent•Venueset-upcomencingat2pm

1stDayoftheevent•8am- 10amexhibitorarrivalandset-up

•10am- 11.30amlunchset-up

•1.30pm- 6pmGalaDinnerset-up

2ndDayoftheevent•8amGalaDinnertear-down,lunchset-up

•2pmlunchroomtear-down

•5.15pmworkshoproomtear-down

•5.30pmexhibitiontear-down

1Dayaftertheevent•8amvenuehand-over

Fig. 15 - Operational Timeline

Pre-event• Planning• MarketingandSales

• Venue Set-up

Duringtheevent• Operations:• registration• contentdelivery

• hospitality• entertainment• contingencies

Post-event• Tear-down• Cleansingplan• Eventevaluation(marketing,delivery,guestsatisfaction)

• Financialevaluation

Fig. 16 - Event Timeline


10. Health & Safety 10.1 Risk Assessment Preliminary risk assessment can be viewed in Appendix No. 6. The risk assessment will have to be reviewed periodically before the delivery of the event. Each exhibitor will be required to follow the measures established by the risk assessment, and if the organisers find that exhibitor stands violate the health and safety plan, they will arrange for safe dismantling or upgrading of the construction.

10.2 Contingency Planning To ensure the safety and accessibility of all attendees and staff, a contingency plan will be developed. Within the contingency plan activities such as emergency exit procedures and routes, emergency situation responses, and more, will have to be considered. Other considerations include alternate venues, failure of delivery from external suppliers, local or national emergencies (national safety or extreme weather), and more. The emergency venue considered for this event is the Hilton Birmingham Metropole, located next to the Birmingham National Exhibition Centre, and the Birmingham International Centre. The venue offers both conference centre facilities, accommodation and convenient access routes (via car, train or plane).

11. Post-Event Evaluation Event evaluation is a crucial part of the life-cycle of the event (Bowdin et al., 2012). The objectives and deliverables should be determined with the use of benchmarking, which will allow for accurate measure of success (Bowdin et al., 2012). A post-event evaluation and feedback survey will be sent out to attendees, to examine the levels of customer satisfaction. A sample event evaluation form is available in Appendix No. 7. Further evaluation will include surveying exhibitors and sponsors, examining the success of the marketing strategy. A review of financial accounts will determine the profit and loss, as well as potential areas of future improvement.

12. Conclusion This report provides an overview of the planning and delivery of the “Regeneration” 2016 conference. The proposed content fulfils the brief set by the Client. Foundation Events created the event in synergy with the Federation of Master Builder’s mission, which is to provide quality service for it’s members. By following the events industry theory and standards, the proposed plan offers a diverse event for a number of audiences, and if fully sold out, will bring a profit of over £290k.

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13. References and Bibliography About the FMB (2015) Available at: http://www.fmb.org.uk/about-the-fmb/ (Accessed: 22 November 2015).

Allen, J., Harris, R. and Bowdin, G. A. J. (2012) Events management. 4th edn. United Kingdom: Taylor and Francis.

Alternate colours: (2015) Available at: http://cheap-promotional-bags.co.uk/environmentally-friendly/431-the-horizon-5oz-natural-cotton-shopper-bag.html (Accessed: 26 November 2015).

Becker, D. (2005) The essential legal guide to events: A practical handbook for event professionals and their advisors. Cape Town: Dynamic Publishing.

Bowdin, G. (2010) Events management. United States: Elsevier Science & Technology.

Central (2015) The Paramounts: Rock & pop wedding band London | live band hire at function central. Available at: http://www.functioncentral.co.uk/acts/the_paramounts/ (Accessed: 26 November 2015).

Claddagh author event, Dublin 2016 (2015) Available at: https://www.eventbrite.co.uk (Accessed: 26 November 2015).

Corner, S. (2014) Advice & FAQs about speakers . Avai lable at : ht tp:/ /www.speakerscorner.co.uk/page/advice-faqs-about-speakers (Accessed: 26 November 2015).

Corporate rates (2015) Available at: http://www.deverevenues.co.uk/en/venues/east-midlands-conference-centre-orchard-hotel/meetings-training-conferences-and-events/corporate-rates/ (Accessed: 22 November 2015).

Delegate packages (2015) Available at: http://www.deverevenues.co.uk/en/venues/horsley-park/meetings-training-conferences-and-events/delegate-packages/ (Accessed: 26 November 2015).

East Midlands CC & Orchard Hotel (2015) Available at: http://www.deverevenues.co.uk/en/venues/east-midlands-conference-centre-orchard-hotel/ (Accessed: 22 November 2015).

Evan (2012) The ultimate guide to keynote speaker fees - keynote speaker. Available at: http://evanbailyn.com/keynotespeakers/the-ultimate-guide-to-keynote-speaker-fees/ (Accessed: 26 November 2015).

FMB (2015) Available at: http://www.fmb.org.uk (Accessed: 22 November 2015).

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FMB on Twitter (2015) Available at: https://twitter.com/fmbuilders (Accessed: 26 November 2015).

F a c e b o o k - F M B ( 2 0 1 5 ) A v a i l a b l e a t : h t t p s : / / w w w. f a c e b o o k . c o m /FederationofMasterBuilders/ (Accessed: 26 November 2015).

Highly strung string quartet - Nottinghamshire, UK (2015) Available at: http://www.highlystrungquartet.com/ (Accessed: 26 November 2015).

Home (2015) Available at: https://www.idmanagement.com/hire-card-printer-service (Accessed: 25 November 2015).

Investopedia.com (2003) ‘Annual general meeting (AGM) definition’, in Available at: http://www.investopedia.com/terms/a/agm.asp (Accessed: 22 November 2015).

Lamb, C. W., Hair, J. F. and McDaniel, C. (2004) Essentials of marketing with Info Trac. 4th edn. United States: Thomson South-Western.

Layouts (2015) Available at: http://www.deverevenues.co.uk/en/venues/east-midlands-conference-centre-orchard-hotel/meetings-training-conferences-and-events/layouts-and-dimensions/ (Accessed: 22 November 2015).

Motivational speakers fees and rates explained (2015) Available at: http://www.bradmontgomery.com/event-planners/speakers-rates/ (Accessed: 26 November 2015).

Nottingham conferences - meeting space in Nottingham (2015) Available at: http://www.deverevenues.co.uk/en/venues/east-midlands-conference-centre-orchard-hotel/orchard-hotel/ (Accessed: 26 November 2015).

Our mission (2015) Available at: http://www.fmb.org.uk/about-the-fmb/our-mission/ (Accessed: 22 November 2015).

ProExe, J. R.- (2015) Form. Available at: https://secure.graham-sykes.co.uk/form/phorm.php (Accessed: 26 November 2015).

Robinson, P., Wale, D. and Dickson, G. (eds.) (2010) Events management. Cambridge, MA: CABI Publishing.

Van Der Wagen, L. and Carlos, B. R. (2010) Event management for tourism, cultural, business, and sporting events. United Kingdom: Pearson/Prentice Hall.

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14. Appendices Figure and Table ListItem Page No.

Fig. 1 Adapted from Goldblatt’s 5 W’s 4

Fig. 2 The Venue 5

Fig. 3 - Key Facts 5

Fig. 4 - Event Floor-plan 6

Table 1 - Room overview 6

Fig. 5 The Orchard Hotel 7

Fig. 6 Alternative accommodation 7

Fig. 7 - Venue Location 8

Fig. 8 - Target Audience Breakdown 9

Table 2 - Event Itinerary 10

Fig. 9 - Sample ID Cards 11

Table 3 - Ticket Prices 11

Table 4 - Potential Speakers 12

Table 5 - Gala Dinner Itinerary 12 - 13

Table 6 - Event Income and Expenditure 13 - 15

Fig. 10 - Break-even chart 15

Fig. 11 - Marketing Mix 16

Fig. 12 - Sponsorship Packages 17

Fig. 13 - Exhibitor Prices and Perks 18

Fig. 14 - Sample Welcome Bag Design 18

Fig. 15 - Operational Timeline 19

Fig. 16 - Event Timeline 19

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Appendix ListAppendix Page No.

1: Location Brochure 25

2: Delegate Booking Form 26

3: Exhibitor List 27-29

4: Sample Invitation E-mail 30

5: Marketing Plan 31 - 33

6: Risk Assessment 34

7: Evaluation Form 35

8: Press Release 36

9: E-Ticket 37

10: Sponsor Wall 38

11: Gala Dinner Sample Menu 39

12: Music Band Profile 40

13: Sample Event Ad 41

14: Sample Event Poster 41

15: Welcome E-mail 42

16: Team Task Breakdown 43

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Appendix No.1 - Location Brochure

�25

Peak District National Park Distance: 47 miles

Admission: free

Discover the natural wonders of the Peak District. Get active with your choice of sport: trail walking or hiking, cycling or horse riding. Enjoy the serene country side and make the most of local cafe’s, pubs and food markets. Visit Bakewell for a slice of an original Bakewell Tart; or taste the healing waters of Buxton. Explore one of the many caves, such as Pool’s Cavern or Thor’s Cave. Don’t miss the local events, check the Peak District website for up-to-date information.

More info at:

http://www.peakdistrict.gov.uk/visiting

Doddington Hall

Distance: 40.3 miles

Admission: Gardens only £6.50, House and gardens £10.50

The building of Doddington Hall (completed in 1600) has been seen over 400 years of unbroken family occupaHon and invites you to explore the vast collecHon of furniture, ceramics and art. Explore one of the nature walks or beauHful gardens. Why not enjoy an excellent meal prepared with local estate ingredients?

More info at:hPp://www.doddingtonhall.com/visit-us.php

“Regeneration” 2016

If you are planning on extending your stay after the conference and exploring the Peak District or Nottinghamshire; you can find our recommendations here.

From heritage sites, to the local artistic scene, and the Peak District National Park, you will have a chance to explore the culture, history and natural wonders of the Midlands.

Sherwood Forest

Distance: 24 miles

Admission to the Country Park: free

Sherwood Forest Centre Parcs is where you can find a fun day for the whole family, or a romantic evening at the Aqua Sana Spa & Baths. Whatever your choice of entertainment, you will be two steps away from the legendary Sherwood Forest and the stomping-ground of Robin Hood.

City of Caves, NottinghamDistance: 3.6 miles

Admission: Adults £7.95, Children £5.95

Visit Tiggua Cobaucc, and explore over 500 man-made caves dating back to the 9th century.

More info at: http://www.cityofcaves.com

Nottingham Playhouse Distance: 2.9 miles

Admission: various

Stunning theatre with over 60 years of history, which in 2015 underwent an environmental upgrade. Staging shows for all audiences, from children’s plays, through drama to comedy.

More info at: http://www.nottinghamplayhouse.co.uk/whats-on/

Nightlife in Nottingham

Spend an evening in town and enjoy your drinks in “Ye Old Trip to Jerusalem” pub, Coco Tang, The Factory Lounge or the Glee Club Nottingham.

Whatever your choice of bar, club or pub, you wont have to travel more than 3 miles from the venue to find a good time.


Appendix No. 2 -Delegate Booking Form

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Federation of Master Builders

"Regeneration" 2016 Delegate Booking Form

Full Name

Company

Address

Address 2

City/Town

ZIP/Postal Code

Email Address

Phone Number

1. Name and Address*

2. Please select your ticket below:*

Single Day - £175

Two Days - £275

Gala Dinner - £60

Full Package (Two Days + Gala Dinner) £320

3. Please select the number of tickets required:*

4. If applicable, please provide details of other delegates you are purchasing ticketsfor:

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5. Please specify any additional requirements:

*You must answer this question before proceeding.

**All prices provided are subject to 20% VAT.

***Terms & Conditions apply. -Tickets are non-refundable once purchased, however if you are not able to a attend and a substitution isfound please contact the organisers as soon as possible.- Conference cancelation: Foundation Event reserves the right to cancel the event at any time, in anevent of conference cancelation all delegates will receive a full refund. In an event of cancelation causedby external factors Foundation Events are under no obligation to offer a refund any delegate fees.However, the organisers will do everything in their power to provide partial refunds.- Program changes: Foundation Events reserves the right to change the itinerary (e.g. guest speakers) ifneeded.- Please inform the organisers if you do NOT wish to be featured in any of the photographs or videostaken during the event.- The organisers will accept any liability in case of injury/death caused by the organiser negligence.Foundation Events will accept liability for any property loss during the event.

Powered by

See how easy it is to create a survey.

5. Please specify any additional requirements:

*You must answer this question before proceeding.

**All prices provided are subject to 20% VAT.

***Terms & Conditions apply. -Tickets are non-refundable once purchased, however if you are not able to a attend and a substitution isfound please contact the organisers as soon as possible.- Conference cancelation: Foundation Event reserves the right to cancel the event at any time, in anevent of conference cancelation all delegates will receive a full refund. In an event of cancelation causedby external factors Foundation Events are under no obligation to offer a refund any delegate fees.However, the organisers will do everything in their power to provide partial refunds.- Program changes: Foundation Events reserves the right to change the itinerary (e.g. guest speakers) ifneeded.- Please inform the organisers if you do NOT wish to be featured in any of the photographs or videostaken during the event.- The organisers will accept any liability in case of injury/death caused by the organiser negligence.Foundation Events will accept liability for any property loss during the event.

Submit

Delegate Booking Form - “Regeneration” Event 20th/21st April 2016


Appendix No. 3 - Exhibitor List

Gold Exhibitor Package

A-Plant

Construction news

Grand Designs

Travis Perkins

Silver Exhibitor Package

BCSA

Caterpillar

Construction Indusrty Training Board

Hewden

HSE

JCB

Jewson

The Chartered Institute of Building

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Bronze Exhibitor PackageAldemore Bank

Bui l ld ing Design and Construct ion Magazine

Cirrus

Construction Industry Training Providers UK

Construction Products Association

Eng inee r i ng Con t ruc t i on I ndus r t y Association

Engineering Contruction Indusrty Training Board

Federation of Plastering and Drywall Contractors

FTI Consulting

Hardwicke

Hays

KHL Group

Liberty Mutual Group

Local Authority Building Control

Mifflin Steel Construction

Morgan Sindall Group Plc

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N a t i o n a l A c c e s s a n d S c affo l d i n g Confederation

Novacem

Plante Moran

Sustainable Building Solutions

The Construction Index

Trade Direct Insurance

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Appendix No. 4 - Sample Invitation E-mail

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Dear <FMB_member_salutation>

You are cordially invited to celebrate the FMB’s 75th anniversary at the “Regeneration” Conference, Exhibition and Gala Dinner taking place at the East Midlands Conference Centre and Orchard Hotel on the 20th and 21st of April, 2016.

The 75th Annual General Meeting will also take place during the conference and lives updates will be delivered over the two days. To book your place to attend any of the above please click here.

See you there!

Warm regards, FMB Team

Brought to you by | ! 01889 592959 | " [email protected] | Follow us on

| Main sponsor | Media partner !"Please consider the environment before printing this email.

75th Anniversary “Regeneration” Conference


Appendix No. 5 - Marketing Plan

Situational Analysis

Macro-environmental factors Micro-environmental factorsEconomic factors: the construction industry was greatly affected by the recession that began in 2009, which saw a decrease in money being invested into the industry. However the construction industry is a key sector within the UK and one of the largest, contributing almost £90 bilion to the economy each year (Gov.uk 2015).

Customers: FMB customers are predominantly members. The FMB is a trade association and a non-profit organisation. The FMB aims to meet the wants and needs of its members by holding an AGM and conference for members and non-members who work within the construction industry. Through holding a conference the association intends to keep members up to date and provide them with knowledge which gives them a competitive edge in the industry. The conference also provides networking opportunities and the chance for FMB to attract new members.

Competitors: the FMB currently has a strong position in the market as the UK’s largest trade association within the construction industry. However, the AGM and conference may be in competition with another conference that is scheduled to happen, for example the Ecobuild conference. The FMB must market their conference better than their competitors in order not to lose interest and attendees.

Media: the use of social media promotes the conference in a more interactive way, compared to magazine advertisements, as both members and the general public can ‘reply’ and voice their opinions on the event. The use of a media partner can create positive media attention as it demonstrates cohesion between organisations. Also the FMB will benefit from the partners existing positive reputation.

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SWOT Analysis

Strengths Weaknesses Opportunities ThreatsCompetitive prices and discounted prices for non-members, which may encourage others to become members.

Limited number of gala dinner tickets, not all delegates will be able to attend the evening entertainment.

Provides the opportunity to recruit more members for the FMB.

Cancellations- speakers and exhibitors pulling out at the last minute.

Location of the conference is very central and accessible.

Delegates may not have the time to see all the exhibitors and speakers they wish within the two day period.

Networking opportunity for both members and non-members.

Not enough people attend, resulting in the conference failing to break even.

Onsite accommodation eliminating the need to travel between accommodation and venue.

Publicity and promotion for sponsors and exhibitors.

Competition- there may be another event running aimed at the same target audience.

Marketing Objectives Marketing ExpenseTo gain sponsorship for the AGM and conference.

This will produce income for the event. Gold package is worth £15,000, silver package is worth £10,000 and bronze package is worth £8,000.

To have all conference and booking details on the FMB website with clear navigation.

This falls to the FMB employee whose job it is to manage the FMB website.

To email FMB members invitations to the event and formally invite them.

Emails are free to send, however are time consuming. An employee will be paid to this task.

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To have advertisements placed in relevant publications and websites.

Websites construction news and construction enquirer will cost £1000 each. Magazines ‘BUILDINGS’ and ‘building, design and construction’ will cost £1500 each for a half page ad.

To use both live marketing and social media to generate interest in the event.

Live marketing at FMB events will be free. Social media is free to use however both require a paid employee to execute these tasks.

Marketing Objectives Marketing Expense

Advertisement: Magazine readership

Magazine ReadershipBUILDINGS magazine Audited subscribers: 74,000

Pass along: 173,260Buildings, design and construction Readership: 57,503

Newsletter subscribers: 55,942

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Appendix No. 6 - Risk Assessment

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Risk assessment

Event name: “Regeneration” Conference, Annual General Meeting, Exhibition & Gala Dinner Date of risk assessment: 26/11/2015

What are the hazards?

Who might be harmed and how?

What are you already doing?

Do you need to do anything else to control this risk?

Action by who?

Action by when?

Done

Slips and trips Staff, contractors, delegates and exhibitors may be injured if they trip or slip on objects/substances.

General maintenance of the site will be undertaken. No trailing leads or cables. Staff will ensure that the attendees do not have access to back of house areas and that it is clear at all times.

Ensure that the back of house and front of house areas are managed correctly and safely and that all areas for the public are clear.

All staff/exhibitors

-

-

Overcrowding of the venue

Staff, delegates or exhibitors could be injured if the site capacity is not managed appropriately.

Ticketing for the event will not exceed the holding capacity number of the venue. Use registration area and staff to monitor. Emergency exits will be clearly marked.

Assess the situation throughout the day.

All staff and premises license holder.

- -

Use of temporary structures (e.g. stage)

Contractors, staff, delegates and exhibitors if they are not put up/down in a safe manner.

Access to areas in construction are monitored and restricted.

Ensure that staff are aware of the operation plan.

All staff - -

Means of escape -blocked

Staff, contractors, attendees and exhibitors if they are unable to leave the site in an emergency.

All exits/entrances will be regularly checked and kept clear throughout the day.

Effective use of signs. All staff - -

Terrorist Threat (Contemporary issue)

Anyone on site and potentially in the surrounding area.

Crisis management plan in place to allow calm and quick resolutions.

All staff - -

Unsocial behavior (e.g. alcohol consumption)

Staff or delegates Staff training in alcohol consumption. Could have SIA certified staff on site. All staff - -

Medical Emergencies

Anyone on site e.g. choking, allergic reactions, accidents.

Have designated first aiders on site. Event organisers will be aware of dietary requirements.

Be aware of the venues medial policy.

All staff, Designated first aiders

- -

Fire Anyone on site All fire exits are clearly signed. Ensure that everyone on site is aware of fire procedures.

All staff - -

Electrical Faults Staff, technical contractors, delegates Pre-test all equipment prior to event and ensure that contingencies are put in place

Technical/knowledgeable staff that know how to resolve issues quickly

Technical staff - -

Combined risk assessment and policy template published by the Health and Safety Executive 08/14


Appendix No. 7 - Evaluation Form

�35

“Regeneration” 2016 Evaluation Form


Appendix No. 8 - Press Release

�36

FederationofMasterBuildersDavidCroftHouse

25ElyPlaceLondonEC1N6TD

PRESSRELEASE

FORIMMEDIATERELEASEReleasedate:13thApril2016

EastMidlandsConferenceCentreandOrchardHotel20thand21stApril,2016

TheFederationforMasterBuilderswillbeholdinganAnnualGeneralMeeting(AGM)andconferenceformembersandinterestedindividuals.TheconferencewillbeheldattheEastMidlandsConferenceCentreandOrchardHotelovertwodaysonthe20thand21stApril,2016.Theconferencewillincludeseminars,speakersandexhibitorsandprovidetheopportunityfornetworking.Theconferenceisopentoamaximumof1040guestsoverthetwodayperiodandticketsareavailabletopurchasefromtheFMBwebsitenow.

Formoreinformationcontact:[email protected]


Appendix No. 9 - E-Ticket

�37

All sales are final and no refunds, cancellations or exchanges are allowed. For questions please email [email protected]. By purchasing a ticket to an Event, you agree to receive email updates from us. You may unsubscribe at any time by following the link contained in the email update. You may reserve book onto different seminars on the event website. This bar coded ticket will be scanned at the gate and may not be duplicated. All ID’s will be checked to verify legal drinking age.

“Regeneration” Conference Thursday 20th April, 2015 – 9.00AM

(Ticket type / Price + Tax)

Registration opens at 9.00am. No refunds or Re-Entry.

Order Number: **** Customer Name: ******


Appendix No. 10 - Sponsor Wall

�38


Appendix No. 11 - Gala Dinner Sample Menu

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Gala Dinner Menu

Starters: Medley of Wild Mushrooms on Toasted Focaccia (v)

Roast Breast of Pigeon on Watermelon, Port Wine Glace and Foie Gras Foam

Seared Scallop on an Apple Risotto with Crisp Pancetta

Mains: Pan Fried Fillet of Seabass on a Celeriac Mash accompanied with Sauce Vierge

8oz Rump steak, served with a salad garnish and homemade triple cooked chips

Fillet of Pork rolled in Pistachios with Tarragon Infused Fondant Potatoes, Armagnac and Apricot Jus

Desserts: Caramel Mousse and Chocolate Torte

Apple Tarte Tatin with Caramelised Baby Apples and Granny Smiths Sorbet

Iced Lemon Parfait with a Citrus Compote

Please inform the venue of any food allergies or intolerances prior to the event.


Appendix No. 12 - Music Band Profile

�40

Highly Strung - QuartetHighly Strung, a string quartet

based in the Midlands with 18 years’ experience performing at weddings and large scale corporate events for established companies such as John Lewis and Mercedes Benz.

The quartet cover all genres and can recreate any song into a string arrangement. Songs are available to request in advance of your event.

The Paramounts

The Paramounts are a stylish wedding and party band, formed by three of London's most up-and-coming musicians, able to cover everything from chilled-out lounge music to high energy, dance-floor filling classics’

T h e b a n d a l s o o f f e r a professional DJ service.


Appendix No. 13 - Sample Event Ad

Appendix No. 14 - Sample Event Poster

�41

21th / 21st April, 2015

You are cordially invited to celebrate the 75th anniversary of FMB at our

“Regeneration” Conference …Visit our website for more details!

Orchard Hoteland the De Vere Venues

East MidlandsConference Centre

“REGENERATION” 2016

Join the Federation of Master Builders to celebrate the 75th Anniversary, enjoy great content, network with fellow members and have an exclusive insight into the Annual General Meeting!

www.regeneration2016.co.uk

20TH & 21ST APRIL EAST

MIDLANDS CONFERENCE

CENTRE


Appendix No. 15 - Welcome E-mail

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Welcome<INSERTNAME>

ThankyouforchoosingtoattendourRegenerationconferenceandcelebrateour75thanniversarywithus.

Pleasefindattachedacopyofourmenuforthecourseoftheevent.

YourE-ticketwillbesenttoyourinboxshorty.Pleasebringeitheraprintedorelectroniccopyofitwithyouonarrival.

Ifyou’restillyettobookyouraccommodationwhynotconsiderbookingwiththeonsiteOrchardHoteltomakelifethatbiteasier?

http://www.deverevenues.co.uk/en/venues/east-midlands-conference-centre-orchard-hotel/orchard-hotel/

Seeyousoon!

Kindregards,

FMBteam


Appendix No. 16 - Team Task Breakdown

Emily Evans Emily Wildsmith Sophie Needs Katie Howie Alex Tomczyk

Finance:-Financial Research-Profit & Loss -Sources of Funding

Venue & Accommodation:-site plan- event support-Video

Delegate booking forms

Marketing Mix Logistics and Operations, Break-even analysis

Insurance Research

Visual designs: -sample ID pass -Advert -event logo -sponsor logos -sponsor logo wall -welcome Bag

Risk assessment Marketing Plan: -online marketing -live marketing -marketing materials

Speakers and Exhibitor package breakdown

Menu Exhibitors, exhibitor list

1st Group Logo Sponsorship packages

Background of the company

Travel details E-Ticket Target audience Conference details 5W’s

Band Profile Pitch Presentation Fromat

Evaluation: conference attendees, exhibitors and sponsors

Poster & Location brochure

Risk Assessment Location 2nd Group logo

Welcome E-mail Report editing and visual models

�43

client proposal for corporate event

Documents