Posted: April 6th, 2022

Event planning and management description



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Individual Reflective Report

Meeting the Client’s Brief

A good and creative client’s brief should ensure a professional collaboration between the agency and the client (Bassett & Dowson, 2015). The University, being the client, was looking to create the Graduate Fashion Week stand that would present the graduating students’ work to the public in a bid to raise the reputation and profile of the courses offered at the university. As a team, we took the initiative of reading through the client’s instructions and comprehensively understanding each and every requirements identified in the brief. The client did not offer a face-to-face brief, rather, the university provided a brief in form of writing, of which we were to conform to all the fine details. Normally, a brief can be open or rigid (EventBrite, n.d.). The client’s brief was open and it also outlined all the parameters which we were to adhere to. The group organized everything in accordance with the specifications.

Research Methodology

The main research methodology that we used was desk research. As the name suggests, it is a technique by which data is primarily acquired without necessarily leaving the house or office. It basically involves collecting data from the existing sources. This type of research is considered to be a low-cost one as compared to primary research since the only cost that the team incurred was telephone charges and time (Brendan, 2017). Nonetheless, it could have been a waste of time if the time did not have the proper knowledge of how the research is performed. The desk research was very effective and we conducted it in the starting phase by reviewing various literatures. The team used online desk research since there is an incredible amount of data on the internet. It was important for us to be information specific while fetching information since we found numerous pages of information online. To dig out the relevant information, the team directly browsed the information needed from the relevant sites. 

First, the team began by reviewing literature on how to secure sponsorship for an event. We did this by reviewing previous literature on the same and it assisted us to understand the various approaches to use when seeking sponsorship for the event. Through the literature review, the team identified various potential sponsors including CRUSSH, Ristretto coffee, and M&S. Moreover, we conducted secondary research on the previous best social events in an effort to learn how they were organized and their success rates. We found many resources that outlined the planning and execution of the previous similar events. The team was able to acquire knowledge of how to organize a successful social event, as well as ensuring that all the possible errors in planning were not overlooked. 

The team researched for data on how to identify the industry professionals. There are numerous strategies that can be used to identify and contact industry professionals and the team was able to review various literature on the same. Industry professionals are difficult to identify and approach and it needs appropriate strategies to ensure that they agree to attend the event (Dowson, 2015). Most of them usually have busy schedules but it is imperative to contact them early enough, of which we did. Marketing strategy in order to ensure maximum attendance to the event was also an important responsibility of the team (Gallo, 2018). We researched about the various marketing strategies to be used. After reviewing various literatures, we settled on both the digital and conventional tactics. Social media played a crucial role in ensuring that our target audience are reached. Also, we made use of the Student Hut to gain the attention of the potential students (Gallo, 2017). Another strategy that we used was hosting the event during a prime time in order to maximize the attendance (Quinn, 2013). 

My Role and Contribution to the Group

My key responsibilities in the group was to secure sponsorship for the stand. I managed to do this by identifying and approaching the potential sponsors with our proposal and request for sponsorship of our stand during the event. I successfully convinced the three identified sponsors to provide support for the duration of the event. The selling point was that the companies will also be marketing their brands since many people will be attending the social event. Also, I was given the role of identifying and creating a guest list of industry professionals. Even though this was a challenging task, I was able to create a good list of industry professionals, most of whom showed up for the event. I think my contribution to the group was substantial and commendable.

Most Accomplishments of My Group

My group successfully set up the event by developing a list of professionals and securing sponsors for the stand. Also, the various marketing strategies that the group used were successful and this was evident in the attendance of the target audience. The team dynamics of the group was also a success due to the high turnout of the members. The contribution from all the members was also commendable as all the members worked as a team to ensure that the event became successful. 

Issues Encountered and Response Strategies

In any undertaking, there is bound to be challenges and issues. The main issue that the group encountered was communication and logistics. Communication is always a barrier when working in a group since not all the members will be able to get the correct information on time due to personal or unanticipated challenges. Due to this, we decided to select a group leader who ensured that the group remained cohesive throughout the exercise. Also, we resolved to form a group account on WhatsApp so that everyone could be able to get information and updated on the undertakings of the group.

Personal Weaknesses and Mistakes

One of my biggest weakness is lack of concentration and not asking questions when I have not understood the subject of discussion. Concentration has always been a problem with me but I did my best to accomplish my responsibilities in the group. To improve in the future, I will always do more research in order to understand the subject. Also, I will learn the habit of asking questions whenever I am unable to comprehend the subject of discussion.

















Bassett, D., & Dowson, R. (2015) Event planning and management: A practical handbook for PR and events professionals [Coventry University E-brary] London: Kogan Page Limited. Available from <> [26th November 2018]

Brendan, B. (2017) 10 Steps to Build a Successful event PR Strategy [online] available from<> [accessed on 28 November 2018]

Dowson, R (2015) Event Planning and Management: A Practical Handbook for PR and Event Professionals [online] available from <> [accessed on 28 November 2018]

EventBrite (n.d) Fashion networking in London [online] available from <–london/fashion-networking/?page=2> [28th November 2018]

Gallo, C (2017) Neuroscience proves you shpuld follow TED’s 18-minute rule to win your pitch [online] available from <> [29th November 2018]

 Gallo, C (2018) TED talks 18-minute rule sets the perfect length for a sales pitch. Here’s why [online] available from <> [29th November 2018]

Quinn, B. (2013) Key concepts in Event Management. London: SAGE publication.

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