AAPMP (Australian Institute of Project Management, 2017) is an individual body which works towards the positive contribution to the project management industry. SCPM is the project management organization for conducting the two days Master Class at Perth by AAPMP. Total attendees shall be between 200 to 400 people. The overall scope of the project starts from the arrival of the outside attendees, their transportation, accommodation, tea, lunch, dinner, entertainment facilities and off course conducting the Master Class.
The main aim and objective (Thomson, 2014) of the project is to conduct the Master Class event of AAPMP with full satisfaction of AAPMP by increasing the number of members and conducting the session as per plan by receiving more and more sponsors and generating enough revenue to maintain the proper quality of the presentation.
For explaining the strategy SCPM had conceptualized to successfully market and advertise the occasion, we shall divide the whole strategy in to main four stages like objectives and different stages of marketing (Markgraf, 2017):
Objective: the main objective was to attract more and more participants for attending the Master Class event being organized by SCPM for AAPMP. Second objective is to earn more revenue from the event with maintaining positive cash flow from the beginning of the event itself. For gathering the maximum required number of attendees, SCPM shall use all latest technology and old proven techniques of marketing.
Target Market: SCPM has targeted all possible attendees like AAPMP’s members, non-members, corporate members, students, PMP professionals, non-PMP professionals and software field executives from different sectors of industries like construction, defense, mining, engineering, risk management and many more
Modern techniques of marketing: SCPM shall use a mix blend of all latest and old techniques of marketing like a website shall be developed solely for the use of AAPMP’s Master class only and all required information by the attendees must be provided in the site. Even sending the e-mail notifications to registered members and other delegates shall also be done to market the event.
Traditional techniques of marketing: SCPM shall use publications in newspaper, trade publications, posters, banners display in public transports and universities as the marketing strategies.
Venue of the Master Class
Venue: Crown Event & Conference Centre, Perth.
The Centre is the entertainment complex located at banks of river Swan and is very near to the national and international airports.
Events in Functional Room 1
IT session in Functional Room 2
And Construction session in Functional Room 3
Facilities available: state-of-art gymnasium fitness center, day spa center, view of wooden-grill kitchen, bar, VIP gaming facility, salon, gardens and botanicals.
Format of the Master Class
The basic format of the Master Class is to attend two days session with additional provision of attending ancillary functions one evening before the start of the master class and one morning after the completion of master class to facilitate the delegates of having many opportunities to meet and develop networks among other industries.
Duration, Speakers & broad mud-map of the Master Class
Day One
Day Two
Timing associated with the planning, delivery and post implementation review of the event
Like all the common stages of the project execution as described in any project management techniques are Initiation, planning, execution & control and closing (Esposito, 2015). The event of arranging the Master Class by SCPM is also scheduled accordingly by breaking the total scope in mainly four heads the Planning, Marketing, Execution and Post Implementation of the event.
Start of project in May
Presentation of concept during May and June
Finalization of Concept Design by end of June
Document the development during May to August
Update Plan during May to September
Finalize the budget and venue in August
Plan marketing plans during May to August
Accommodation planning during May to August
Conduct promotional marketing during June to August
Receive registrations or event membership during June to August
Transportation of goods & people in August and September
The Master Class event on 9th and 10th September
Receive client’s feedback during September and October
Evaluation of the project by SCPM during September to November
Close out the project and handover in November
It is the main action of the Project Manager to identify the risks at the very initial stage of the project and then after analyzing and putting the ranks the mitigation plan is required to be developed and monitored till the end of the project (Victoria State Government, 2016). Accordingly the Project Manager of SCPM also identified few initial risks and divided them in three main categories ‘Conference Risks’, ‘Venue Risks’ and ‘Project Management’, but the good thing observed is there are no risk identified as ‘HIGH’ impact threat. Few risks are mentioned below:
Conference Risk
If the speaker or presenter falls ill, so the pre-recorded presentations are kept in stock before the start of event
If the presentation gets lost during transit, so the presentations are required to be submitted through e-mail or using the dedicated portal developed for the event
If the materials required for marketing purpose gets delayed by the vendors, so a regular check on the shop progress and several review meetings should be done
If the financial problems occur at SCPM, so to avoid such miss happening the financial status need to be reviewed on monthly basis
If low attendance of attendees happened, so we need to always keep checking the break-even point and if required can sell tickets on cheaper rates
If high attendance of attendees happened, so we need to be always ready with more occupancy planning
If some natural crisis happens and international travellers can’t reach, to avoid such condition proper monitoring is required
Venue Risk
If power loss happens, so to avoid back-up generators need to be installed in place
If some technical issue happens, then to avoid it proper skilled technicians and suppliers are there
If some security threat happens, so proper evacuation plan needs to be present
If the crowd goes out of control, then proper arrangements need to be developed before hand
Project Management Risks
If the communication plan fails, so spot checks are advised to cross check the functionality
If the progress reports are not published, so to avoid proper timing and quality of reporting need to be ensured
If the important milestones get delayed, so to avoid it proper monitoring of the milestones are required to be ensured
Potential sponsorship arrangements and cost structuring for the event in terms of advertising packages, ticket pricing and offers for international delegatesSponsorship arrangements
The benefits which can be attained by getting the sponsorship are developing business networks, getting high level people recruitment, Increase Company’s exposure by providing banners or logos in different parts etc. Different sponsorship arrangements are developed to meet the budget requirement for the event by adjusting pricing for the categories like:
Platinum sponsorship, the choice with maximum facility and rate of $ 35,000
Gold sponsorship with $ 25,000 and maximum two numbers
Silver sponsorship with $ 15,000 and maximum five numbers
Bronze sponsorship with $ 10,000 and maximum eight numbers
Dinner, Meeting, Delegate’s bag, Water bottles and so on with different rates ranging from $ 20,000 to $ 1,000
Cost Structuring
Advertising Package
Since this package is not considered inside the sponsorship calculation, so adding the revenues which can be generated by advertising of outside organization can even add more profit.
Ticket pricing is designed in such a way that the attendee, who books early, can get more discounts and it helps SCPM to maintain more positive cash flow at the beginning of the project itself and receives early confirmation for the most of the seats from the beginning of the project. By knowing the trend, advertisement can be further modified.
The international delegates can obtain their desired information like the visa procedure, flight to Australia, accommodation in Australia and many more could be known from the web page itself by dropping a query and further SCPM shall connect them to the local hotels and airlines to provide solution and discounts for them.
Costs associated with running the event and the provision of a cash-flow which links to the project programmeExpected Expenditures:
Registration package = $ 5,000
Bag with inserts = $ 13,000
Catering per day = $ 17,000
Exhibition & additional venue hire = $ 72,000 $ 255,594
Other expenses = $ 92,600
Management fee @ 15% = $ 2,994
Project management fees = $ 53,000
Accommodation, flight & premium services = $ 10,800
Sponsorship & Gala cost = $ 17,892 $ 119,192
Separate charges for dinner, entertainment etc. = $ 37,500
Project management manpower charges = $ 53,000
Total expected expenditure = $ 321,786
Expected Generation of Revenue:
Sponsorship special four types = $ 164,000
Sponsorship of other various categories = $ 165,900 $ 339,900
Advertisement of outsiders during the session = $ 10,000
Target attendees of various categories:
Members = $ 115,000
Non-members = $ 67,500 $ 212,900
Daily = $ 26,000
Gala = $ 4,400
Total expected revenue = $ 552,800
So, the net present value (NPV) = revenue (552,800) – expenditure (321,786) = $ 231,014
Summary of Project Management Methodology shall be adopted if awarded
As per the above discussed processes and methods, the ideal techniques of project management shall be adopted. The processes are Initiation, Planning, Marketing & Execution of project and Post Implementation for Close-out (Duncan, 1993). So the further steps and deliverables of the above processes are:
In the stage of initiation, Project Brief, Business case, project charter and preliminary project plan shall be developed
Under the stage of planning, SCPM shall develop and share the updated scope document on the basis of the changes in different sectors while conducting the initial study, cost estimate, quality plan, risk management plan, WBS, schedule, communication matrix, resource allocation & updated business case.
During execution stage the marketing, executing the scope of work, monitoring for proper adjustment in plan and finally holding the session on 9th and 10th September.
After the session is completed, in the closing stage, SCPM shall gather the feedbacks from the attendees and AAPMP to access the success rate and document the lessons learnt and handover the documents to AAPMP and close the project.
Conclusion
The objective (Soton, 2017) of doing the project for AAPMP is to keep away all the issues related to the session like maintain the adequate skill level of the speakers and lecturers by overcoming the dependencies on the external factors to avoid any delay in the happening of the master class and the objective has been met properly. To ensure the event can happen without any risk or threat the Project Manager of SCPM also identified few initial risks and divided them in three main categories ‘Conference Risks’, ‘Venue Risks’ and ‘Project Management’ and luckily there were no risk fell in to high risk zone and the proper mitigation plan were also developed by the project manager. Different sponsorship arrangements are developed to meet the budget requirement for the event by adjusting pricing for early booking and getting benefits or discounts to ensure the availability of attendees and maintain positive cash flow from the beginning of the project itself. The cost benefit analysis also revealed positive figures for going ahead with the project and positive and good ROI. After the mega event is completed the project manager even handed over the all related procurement documents and feedback report with lessons learnt to AAPMP.
References
Australian Institute of Project Management, 2017. Events. [Online] Available at:
https://www.aipm.com.au/events [Accessed 1 September 2017].
Duncan, W.R., 1993. The process of project management. Project Management Journal, 24(3), pp.5-10.
Esposito, E., 2015. Demystifying the 5 Phases of Project Management. [Online] Smartsheet Inc. Available at:
https://www.smartsheet.com/blog/demystifying-5-phases-project-management [Accessed 1 September 2017].
Markgraf, B., 2017. How to Write a Marketing Strategy Report. [Online] Hearst Newspapers Available at:
https://smallbusiness.chron.com/write-marketing-strategy-report-64160.html [Accessed 1 September 2017].
Pinto, R., 2017. Sample Due diligence report. [Online] LinkedIn Corporation Available at:
https://www.slideshare.net/raptr20/sample-due-diligence-report-27565348 [Accessed 1 September 2017].
Soton, 2017. Aims and objectives. [Online] Available at:
https://www.erm.ecs.soton.ac.uk/theme4/aims_and_objectives.html [Accessed 1 September 2017].
Thomson, P., 2014. Aims and objectives – what’s the difference? [Online] Available at:
https://patthomson.net/2014/06/09/aims-and-objectives-whats-the-difference/ [Accessed 1 September 2017].
Victoria State Government, 2016. Victorian Government Risk Management Framework. Risk Management –Principles and Guidelines.
Waidley, G., 1999. Tips for Writing an Executive Summary. [Online] Available at:
https://www.wistrans.org/cfire/documents/ExecutiveSummary_Tips.pdf [Accessed 1 September 2017].
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