Coordinating Marketing Activities for an In-house

Promotion
Scenario
You are the event coordinator working for Elite Function Centre.
Elite is a new function venue centrally located close to the city precinct that
features beautiful gardens and grounds and it has ample parking. This
purpose-built facility features a main ballroom that can cater for 200 guests
with a dance floor. The other venues can comfortably accommodate 60, 80
and 120 people on round tables of 10 with dance floors. Elite has set up a
network with preferred suppliers. Details are listed below.
Elite Function Centre Preferred Supplier Listing 2014-2016
Company
Contact
Telephone
Email
Website
Flossys
Emma-Jane
07 1234 5678
ejp@flossys.com.au
Flowers
Perkins
www.flossys.com.au
Decorations by Denise King
O7 2345 6789
dk@decsbydenise.co
Denise
m.au
www.decsbydenise.c
om.au
Photos by Phil
Phillip Harris
07 3456 7890
ph@photosbyphil.co
m.au
www.photosbyphil.co
m.au
AV Essentials
Alan Wilder
07 4567 8901
aw@avessentials.co
m.au
www.avessentials.co
m.au
Additionally, Elite Function Centre has recently employed a well-known and
respected banquet chef to bolster its image and client base.
The corporate market are actively utilising this new venue due to an initial
marketing campaign pre-opening. However, your manager would now like to
increase the wedding market (to fill in the gaps) and has assigned you to
work on developing this area.
You need to create an in-house promotion specifically for the wedding
market. For this promotion and public relations exercise, you need to
complete a marketing plan for the event to include the following:
1. Strategic decisions
Target market (demographics)
C-PEST research for the current market to include: Competitor activities,
political environment, economic environment, sociocultural environment and
the technological environment
Positioning SWOT analysis for the venue
2. Marketing objectives
Create six (6) marketing objectives for this event that are specific,
measurable, attainable and trackable, e.g. attain a minimum of 150 attendees
to the event
3. The marketing mix to include a full description of each of the following for
the event: Product, price, promotion, place
4. The promotional mix for the event to include a full description of each of

the following: Advertising, publicity, event promotion, sales activities, exhibits

5. The media mix for the event: Evaluate and select five (5) media options
and explain why you selected these.
For example: Print, radio, posters/signage, cinema advertising, direct mail,
Internet, social media, brochures/fliers
6. An action plan for the event to include but not limited to:
a timeline for this in-house promotion
required resources: physical, human and a budget (an outline or
list of the costs that the event will incur not a full budget)
o Food and beverage
o Contractors required (consider your preferred suppliers such
as photographer, decorator and florist)
Strategies to ensure maximum benefit for Elite Function Centre
and the ROI (return on investment)
Overall positive public relations exercise to include staff code of
conduct (grooming, communication: verbal and nonverbal and
attention to detail)
7. Specific to this event, outline and describe the following pieces of
legislation:
Privacy
Consumer protection
Copyright and intellectual property (use of images and text)
8. Describe ways to make this marketing event sustainable.
9. Create a suitable media release for your event.
10. Create an appropriate questionnaire for your event to capture and
analyse feedback.
11. Complete a post-event report to include who, what, when, where and
why the event was held.
12. Write a business letter or email to one of Elites preferred suppliers,
requesting their assistance with the event.
13. Research two competitors of Elite Function Centre (wedding venues in
your city that can cater for: 60, 80, 120 and 200 guests) and provide
the following market intelligence:
Packages available (inclusions and price)
An action plan is a sequence of steps that must be taken or activities that
must be performed for a strategy to succeed. An action plan has three major
elements: (1) Specific tasks- what will be done and by whom, (2) Time
horizon- when will it be done, (3) Resource allocation- what specific funds
are available for specific activities.
Criteria
1. Strategic decisions in the form of a Target Market, C-PEST and
corporate positioning through a SWOT analysis were clearly identified.
2. At least 6 marketing objectives created using SMART approach.
3. A suitable description of the 4 Ps is included.
4. Inclusive of a promotional mix using the elements described. A brief
description is required.
5. 5 media options are detailed.
6. A detailed action plan covering the bulleted items and any additional
items.
7. The three nominated pieces of legislation are summarised for this event.
8. Summary information about the use of sustainability as a marketing tool

and in reducing waste.

9. Develop a media release in accordance with industry standards.
10. An event questionnaire comprising of at least 12-15 items covering
customer demographics and questions relating to the event.
11. A post-event report is furnished
12. An appropriate business letter is formulated for a supplier according to
industry standard.
13. Compiled research on two competitors in the wedding industry
analysing the packages available.