Question 1Below is a Case study for an event pitch that includes Event design, Audience profile, Objectives and KPI's, SWOT analysis, and Event budget analysis.

Event Design,Vision & Audience Experience, Audience Profile & Needs

Our goal is to design an amazing and diverse Lord Mayor's Welcome Event for foreign students, ensuring that they feel appreciated and greeted at the all the institutions they've enrolled in. We want to draw a huge crowd so that individuals could make contacts and form connections with each other. The event can have many sponsors such as the number of universities that would want to advertise their institutions at the event, The Melbourne Arts Precinct, Victoria government, federation square, because that's where the event is located. Our aim is to make the place easy to spot as an event, so addition of moving stage lights that would brighten the location to make it seem like an attractive event. It would also help students stay in focus of the events happening on the stage. Source: reddresseffect.com/event_marketingWe want this event to be a memorable experience for the attendees, the event would have a line up with performances from famous musicians, a broad ABC range of cuisine vendors, artists, comedians, gaming activities, pop up photo 0 1 2 3 4 5 6 7 8 9 booths and an overall theme of 'cultural diversity'. We aim of adding some Stress relief activities as well, like throwing axe, aroma therapy, yoga teachers etc, activities like this relax students and have them interact with each other casually. Another idea is coffee bar where students can make their own coffee or an understated variant of the dinner mixer, geared at undergraduates who rely on barista-made coffee to get through their Source: stock.adobe.com academicsUpon contact Monash University, ACU, and Swinburne University, RMIT, Deakin MONASH University, Melbourne University, would University THE UNIVERSITY OF be interested in presenting and MELBOURNE advertising their institution. They will be DEAKIN LA TROBE UNIVERSITY AUSTRALIA providing their own booths and Worldly informational stands to address any quires UNIVERSITY about respective universities. Any one of these pop-up shops would sell products from the respective colleges as well as RMIT gift hampers that each undergraduate will SWIN SWINBURNE BUR NIVERSITY OF TECHNOLOGY . NE UNIVERSITY get, based on which institution they attend. Source: upstart.net.auThe event will be timed in a timely manner where Traditional Owners or Elders from Wurundjeri Woi Wurrung Cultural Heritage Aboriginal Corporation can also perform a Greetings to Land ritual at the start of the event. Following the Aboriginal display of introductory to the land, the Lord Mayor's introductory statement, and the public speech that will address how The Lord Mayor's Student Welcome program strives to develop a feeling of acceptance and connection for study abroad students in Melbourne by fostering contact among the international student population as well as enhancing engagement between international and local students Source: Aboriginal Art Sale - Mother's Daya at Weekendnotes.comAt the beginning of 2022, Australia Government INTERNATIONAL STUDENT NUMBERS data states that there were 422,095 International 0 0 422,095 Student studying within Australia with 59% of 2022 INTERNATIONAL STUDENTS IN JANUARY-FEBRUARY 2022 these students studying in higher education and 35% studying in VET education (Australian Trade This is 13% less students than and Investment Commission 2022). From this in January-February 2021 data the top five countries that international students arrive from are China, India, Nepal, China India Vietnam and Indonesia, which makes up 61% of 19% Nepal 14% the international student population within Vietnam 7% Australia (Australian Trade and Investment Indonesia 6% 0 25,000 50,000 75,000 100,000 125,000 150,000 Commission 2022). Students 2021 2022 Source: Australian Trade and Investment CommissionBased on data from 2019, the Melbourne International students student population was made up of 131,500 domestic students and 87,300 international 87,300 (2019) students (City of Melbourne, 2019). The information is slightly dated as the 2021 Australia Census data will not be released until Domestic students June 2022, plus we also need to factor in the impact of the global pandemic however as the boarder restrictions have started to lift and 131,500 (2019) International students will be returning to Melbourne we need to entice them back to our shores. Source: City of MelbourneWhat better way to do this than hold a Student Welcome, which is hosted by the current Lord Mayor of Melbourne, Sally Capp. For any student who has had to study away from home, being that of an International student, interstate student or even a student travelling from regional Victoria, there can be many struggles and difficulties. Khanal and Gaulee (2019) state that these can include financial hardship, language barriers, cultural differences and coming Source: VisitMelbourne.com from a different education system. For this reason, we have included many different types of stalls at the Student Welcoming event to help these students to make connections with different services to help them adjust to student life here in Australia and hopefully make lifelong friends as well as learn about different cultures from around the world including Australia, all whilst having a memorable and fun experience. Source: Qantas.comObjectives and KPI's: The overarching objective of the Lord mayor's student welcome is to celebrate and recognise the differing cultures and beliefs that we are bringing together in Melbourne. We want all students whether they be local, national, or international to feel a level of warmth and excitement as they commence their studies in our beautiful city. We aim to showcase the expansive and diverse cultures of all students while also highlighting the amazing culture and experiences that Melbourne has to offer. - We would like to have around 10,000 students attending on Saturday the 18th March, which is around 16% of the total number of international students studying or living in the city (60,000) (City of Melbourne, 2019) - We want our event to generate a return on investment of +10% (total spent of 14,980) over that specific weekend. - Creating a holistic and warm atmosphere inside the atrium, allowing students to build meaningful connections and friendships (local and international). - Providing a stimulating, educational, comfortable and entertaining destination for the attendees visiting the atrium on Saturday 18th March - Producing a positive local profile for Federation Square as a focal point for the City's civic and festival program.Objectives & KPI's - Total Attendance, compare the number of people who signed up to number of attendees who showed up, then we can measure if we have met the objective of attendance. A good way to use this method could be to get everyone on entry to scan a QR code. - Feedback surveys or Net promotor score (NPS scale of 1-10) give us a great insight into customer satisfaction which will help us determine whether we provided an embracing and warm atmosphere that we intended too. - Social media engagement is an excellent way to determine the satisfaction and overall feel of the event. The use of hashtags will indicate if the students were interacting with the activities inside the atrium. Also we can see if any of the collaborations that were present have new followers, comments and likes about the event which gives us a good indication of whether the students were enjoying themselves. - Performer engagement which can be visually seen during the events, where the students interacting socially with the different aspects inside the atrium. Whether they were or were not, this is helpful for during the event as we can make changes on the go to improve their experience.Objectives & KPI's - Total Attendance, compare the number of people who signed up to number of attendees who showed up, then we can measure if we have met the objective of attendance. A good way to use this method could be to get everyone on entry to scan a QR code. - Feedback surveys or Net promotor score (NPS scale of 1-10) give us a great insight into customer satisfaction which will help us determine whether we provided an embracing and warm atmosphere that we intended too. - Social media engagement is an excellent way to determine the satisfaction and overall feel of the event. The use of hashtags will indicate if the students were interacting with the activities inside the atrium. Also we can see if any of the collaborations that were present have new followers, comments and likes about the event which gives us a good indication of whether the students were enjoying themselves. - Performer engagement which can be visually seen during the events, where the students interacting socially with the different aspects inside the atrium. Whether they were or were not, this is helpful for during the event as we can make changes on the go to improve their experience.Weaknesses - Due to a lack of funding and sources of income, there will be less money available to put on the event. - An event crew made up largely of volunteers, which means they may be untrained and unreliable. - Count on universities to publicise the event among their students. Working with many stakeholders is time consuming and costly - When you outsource work to suppliers, you lose control over the results. - Guest speakers might be difficult to understand because they'll be from various backgrounds, the language or accent barrier may be an issue.Opportunities - In Melbourne 5% of the population (263,172) are a part of the LGBTQ community, and this event is a great way to show our support for this strong- willed community (Marina et al., 2020). By doing so it adds to the already warm and embracing atmosphere that we wish to create, so all students are aware that everyone is accepted for who they are in Melbourne. - Good opportunity to showcase not just Melbourne's city, by creating competitions in which students can enter to win various prizes. For example, a prize in which would allow them to travel to the Mornington peninsula and explore and appreciate the wineries and beaches in which make our state so beautiful. Also encourages a higher level of participation from the students at the event.Opportunities - In Melbourne 5% of the population (263,172) are a part of the LGBTQ community, and this event is a great way to show our support for this strong- willed community (Marina et al., 2020). By doing so it adds to the already warm and embracing atmosphere that we wish to create, so all students are aware that everyone is accepted for who they are in Melbourne. - Good opportunity to showcase not just Melbourne's city, by creating competitions in which students can enter to win various prizes. For example, a prize in which would allow them to travel to the Mornington peninsula and explore and appreciate the wineries and beaches in which make our state so beautiful. Also encourages a higher level of participation from the students at the event.Lord Major's Student Welcome Event Budget Expenses Estimated Cost Actual Cost The budget for this event is $15,000. There is no charge for the event space, which is The VENUE Atrium at Federation Square. This leaves us with the full budget for all expense items we Room/venue hire require to successfully hold this event. Electricity Staff (security, check-in staff, etc.) 960.00 To begin with you will see the venue expenses. These include security staff as well as a Furniture rentals 540.00 small number of staff to help coordinate this event and the volunteers, as volunteers will Equipment rentals (speakers/microphones) 310.00 mainly be used to staff the event. Also included are furniture rentals, which includes Signage 350.00 tables as well as a stage for speeches and performances, plus equipment rentals, which Total Venue 2,160.00 include PA equipment (Federation Square already has audio visual equipment and REFRESHMENTS lighting) and signage for the event. Food Attendees) 5,000.00 Drinks (Attendees) 1,100.00 Food (Staff/Volunteers) 900.00 The refreshment budget is next which includes both food and beverages for both Drinks (Staff/Volunteers) 100.00 attendees and staff/volunteers. Total Refreshments 7,100.00 PROGRAM The program budge allows for an MC, photographer and videographer, Axe Throwing Presenters (MC) 350.00 area, Yoga class, photo both and various performers including comedians, musicians and Performers 1,000.00 bands. There are no accommodation or travel expenses for this part of the budget as we Photographer / Videographer 600.00 ] are only using local Melbourne talent. Axe Throwing $50.00 Yoga Instructor 100.00 The promotion budget includes advertising such as flyers, printed programs and swag Photo Booth 350.00 Total Program 2,950.00 $ bags that include a tote with a sticker and attendees can use these bags to put information from other stalls in the event. There is no budget for Web advertising as PROMOTION Federation Square will be advertising this event on their webpage, Instagram, Facebook Physical Advertisements(flyers) $ 340.00 Web Advertisements(paid Facebook/Instagram and Twitter accounts. Plus, all the Universities attending will also be advertising our Printed agendas/programs 230.00 event as well as the Immigration museum and the team from Cultural diversity week on Swag (stickers, keychains, etc.) $ 1,100.00 all their Web and social media accounts. Total Promotion 1,670.00 Other Finally, we have the other expenses, these include printed t-shirts for all the staff and Uniform T-shirts for Staff/Volunteers 900.00 volunteers working at the event plus their lanyard passes plus we have allocated part of Lanyards for Staff/Volunteers 120.00 the budget for a post event online survey which will be advertise on the event's social Survey Money Evaluation 70.00 media and web pages as well as on the program flyer. Total Other 1,090.00 GRAND TOTAL $ 14,970.00 $Budget Expense Expense Breakdown Estimated Total Actual Totals Venue costs $ 2,160.00 $ Breakdown Refreshment costs 7,100.00 $ Program costs $ 2,950.00 $ Promotion costs $ 1,670.00 $ The attached spreadsheet and pie chart is a breakdown of the Other costs $ 1,090.00 $ GRAND TOTAL $ 14,970.00 $ estimated budget for the event and as you can see the major area of expenses is the refreshment costs which in an event this size is not unexpected. $1,090.00 $2,160.00 We can also explore the area of trying to make this event a "Venue costs $1,670.00 revenue-raising event by selling merchandise, which can include t-shirts. Also, if you would like to increase the budget "Refreshment costs of the event, we can also apply for some sponsorship with Program costs local companies within the City of Melbourne which we would $2,950.00 highly recommend. "Promotion costs $7,100.00 "Other costs