The events industry is a service-based industry that relies on networks of people meeting in a live environment. Covid-19 has therefore had a devastating impact on this industry. As the pandemic continues to affect how people interact with each other, event managers are taking their events virtually. A virtual event is one where individuals experience the event and its content online rather than gathering in-person. Since March 2020, there has been a 1000% increase in virtual events taking place in the UK (Cvent, 2020).
In July 2020, a new national campaign was implemented to encourage millions of adults to kick start their health and reduce their risk of serious illness, including COVID-19. The “Better Health Campaign” is part of the government’s Obesity Strategy and encourages adults to introduce changes that will help them work towards a healthier weight, with a suite of free tools and apps supporting people to eat better, drink less alcohol and get active (Gov.uk, 2020).
ASSIGNMENT TASK
Practical Task – 15 Minute Board Simulation
You work for an events agency and have been asked by its management team to prepare and present a comprehensive project plan on an opportunity to launch a virtual fitness event aimed at 18–30-year-olds, living in London in July 2021.
You will be part of a group of 2-3 students. Each member of the group will be allocated areas of the project plan to present in the board room. These areas include:
• Development plan for the virtual fitness event
• Marketing and Communications Plan for the virtual fitness event
• Financial Plan and Business Controls for the virtual fitness event
You will be presenting your project plan in a boardroom setting to the management team of the event agency.
ASSESSMENT CRITERIA
Knowledge and understanding of the business plan content being delivered with application of event management models, principles and practices. Up to 50 marks
The use of statistical data, pertinent information and inclusion of research notes. Up to 30 Marks
The professionalism and confidence in delivery including answering questions. Up to 20 Marks
POINTS TO CONSIDER
• Development plan for the virtual fitness event:
o What is the virtual fitness event Concept (use of Goldblatt’s 5W’s Tool)? Include a visual.
o What are the SMART objectives for the event? o Perform a SWOT analysis on the virtual fitness event
• Marketing and Communications Plan for the virtual fitness event:
o How and when will the event be presented to the target audience
e.g. social media, media advertising, print?
o What are the key marketing messages and USPs? o Include a visual of at least 1 piece of promotional material
• Financial Plan and Business Controls for the virtual fitness event:
o Estimate the costs associated with the event o Outline the revenue streams associated with the event o Identify any risks associated with the event and how these risks will be mitigated
READING LIST
Bladen et al., 2018. Events Management: An Introduction. 2nd Edition. Abingdon: Routledge.
Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I., 2006. Events Management. 2nd ed. Oxford: Butterworth-Heinemann.
CVENT, 2020., Virtual Events Blog, [online] Available at:< https://blog.cvent.com/uk/feature/virtual-events-ultimate-guide/> [Accessed 25 January 2021].
Dowson, R. and Bassett, D., 2018. Event Planning and Management: Principles, Planning and Practice. 2nd ed. London: Kogan Page Ltd.
Gov UK., Major New Campaign, [online] Available at:
[Accessed 25 January 2021].
Pielichaty, H., Els, G., Reed, I. and Mawer, V., 2017. Events Management. 1st ed. Abingdon: Routledge.