Event Concept Plan Guidelines
The objective of this assignment is to help students develop an understanding of how to prepare and submit
an event concept plan. The assignment concurrently aims to develop graduate skills associated with
information literacy, creativity/innovation, problem solving, critical evaluation, and in particular written
communication. Event Planning Concept – Breastfeeed2Health.
You will be required to develop an event concept (see p. 138 of recommended textbook) for a
local/community event. The assignment is worth 40% of your total grade for this course. You need to
convince the client that the event concept is exciting, worthwhile and feasible. Event Planning Concept – Breastfeeed2Health.
Submit your written event concept plan using an online submission point in Learning@Griffith (see
Assessment – Event Concept Plan – Individual Assignment folder). Detailed instructions for the written plan
are provided below. Several workshops will also focus on the event concept plan; however it is expected that
you will need to work on this assignment outside of regular workshop times. Event Planning Concept – Breastfeeed2Health.
Written event concept plan
Submission: Learning@Griffith (see Assessment – Event Concept Plan – Individual Assignment folder
for Final – Event Concept Plan Submission Point)
Composition: 2,000 – 2,200 words
Weighting: 40% (see Assessment – Event Concept Plan – Individual Assignment folder for Event
Concept – Marking Guidelines)
Establish a hypothetical event management company.
The event concept plan must be submitted on behalf of a hypothetical company which has ‘not’ conducted
your proposed event before (i.e. 1 st offering)
Create an idea for a small local/community event (e.g. corporate event, local festival [social or
cultural orientation], or sport event, etc.).
The event must be a ‘new’ concept for your hypothetical company. The event can be held anywhere in the
world, and in any setting (e.g. urban, rural, small town, etc.). However, it must be a ‘local’ community event.
Be creative. Check your idea with your tutor by booking in during their consultation hours or ahead for
workshop consultation. Event Planning Concept – Breastfeeed2Health.
Remember, your event concept plan should demonstrate throughout how your event will maximise positive
event impacts and legacies (see p. 61 of recommended textbook), and minimise any potential negative event
impacts. This, and how you are going to engage the local community, should be central to the overall vision,
design and implementation of your concept plan.
Write an event concept plan
The format for your event concept plan is provided in the next sections. The four main areas your plan should
focus on are: the event concept; operational issues; event impacts, legacies and community engagement, and
post – event evaluation. Event Planning Concept – Breastfeeed2Health.
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Event Concept Format
Information that you should include:
The title of your event
Your event management company name
Your name and student ID number
Your tutor / workshop time
Your word count (should be 2,000 -2200 words, not including title page, tables and figures or
Table of Contents
The table of contents lists the main headings of your written report and be accompanied by a page
number. Suggested headings and subheadings are provided below (e.g. Introduction). Please note that
the word limits for each heading are suggested guidelines only. Your report must be well thought out
and concisely written to adhere to the stipulated word count limit. The suggested word count for each
heading can be adjusted as you see fit. Event Planning Concept – Breastfeeed2Health.
1. Introduction (approximately 100 words) 1
This section should briefly: introduce the reader to your company; introduce your event; and outline the
purpose of the plan.
2. The event concept (approximately 700 words)
This section should clearly and succinctly communicate your event concept. The event concept must be
feasible and all components of the event must be integrated. Start with a description of your event concept
and details on the event location, date, time and duration. Then, use the following subheadings to explain the
event concept in more detail (you may wish to change the order if necessary; avoid repetition):
a) Vision statement
What is your vision for the event (refer to lecture notes/p. 103 of recommended textbook)? The vision
statement should clarify and justify for participants, event staff and the community why the event is
taking place. Event Planning Concept – Breastfeeed2Health.
b) Goals and objectives of your event
Linking to the vision statement, what are the goals and objectives of the event (refer to lecture notes/ p.
106 of recommended textbook)?
i. You must have a minimum of three goals for your event.
ii. For each goal state at least one objective. These should also be SMART (refer to lecture notes/ p. 107
of recommended textbook).
c) Event theme and rationale
Describe your theme and how it will be implemented. Remember that the event theme should reflect the
vision and goals of your event (refer to lecture notes/p. 422 of recommended text). Also provide a
justification for your event theme. Event Planning Concept – Breastfeeed2Health.
1 These word limits are GUIDELINES ONLY.
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d) Target market
Who do you want to attend your event? Why? i.e. What features of your target market make them an
appropriate choice for your event? Be specific. Where and how will you communicate with your market?
e) Other event stakeholders
In addition to your target market, identify up to five key stakeholders (e.g. customers, local community,
sponsors, etc.) of your proposed event and explain why they are important / relevant to the event planning
process (refer to lecture/ Chapter 5 of recommended textbook). You should link this section to your
discussion of Event impacts, legacies and community engagement – where you will need to explain how
your event will satisfy the needs and expectations of these stakeholders so that you maintain their support.
NOTE: Do not include “Host Organisation” as a stakeholder. Event Planning Concept – Breastfeeed2Health.
What staff will you need to run your event and what roles will these staff perform? You may wish to
include a diagram of the organisational structure for the event. Remember that you staffing requirements
must be feasible.
g) Preparation timelines
Create a realistic timeline of the key activities that need to take place in the planning, implementation and
evaluation of the event. In presenting this section you should identify key activities chronologically (i.e.,
when they will be conducted) and which staff will be responsible for them. You may use a table or
diagram. Event Planning Concept – Breastfeeed2Health.
h) Funding sources and expenses
In this section you need to a) identify what you anticipate will be the major expenses of your event, and b)
explain how your event will be paid for. To demonstrate that your event is financially feasible, provide an
outline of how your organisation will fund the event. Provide a justification for your choice of funding
source(s). Event Planning Concept – Breastfeeed2Health.
3. Operational issues (Approximately 450 words)
Use this section to explain operational / logistical issues relevant to the successful staging of your
proposed event. This section should demonstrate that your event concept is thoroughly planned and
feasible. Make a convincing case to show why your concept is operationally possible.
Topics you could include in this section:
Justify your choice of event location, i.e. connection with event theme, indoor versus outdoor,
weather and contingency planning, accessibility and transport, venue layout, security
Justify your choice of event date, time and duration, i.e. typical weather for that time of year?
Lighting requirements? Does you event “clash” with or “compliment” other events scheduled
around the same time? In light of these considerations, how will you ensure your event is
Do you need approvals from the venue manager or local authorities to conduct your event (i.e.
will it entail fireworks, dangerous activities, the sale of food or alcohol)?
Will your event rely on volunteers? If so, how will you ensure they are able to perform required
tasks (i.e will they require training, an induction, debriefing)?
Are there any other operational or logistical considerations unique to your event that need to be
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4. Event impacts, legacies and community engagement
(Approximately 500 words)
The aim of this section is to demonstrate that your event is likely to produce positive outcomes, particularly
for the host community (refer to lecutres /Chapter 3 and p. 49 of recommended textbook). For this section,
assess the likely impacts that your event will have on the host community and/or stakeholders by:
i. identifying the different types of socio-cultural, economic and environmental impacts and legacies
your event will create;
ii. discussing the likely strength of such impacts;
iii. outlining how you plan to minimise adverse impacts; and
iv. describing how the event will maximise positive impacts and legacies.
In this section you should refer back to what you have written about “stakeholders”, i.e. how your event will
satisfy the needs and expectations of these stakeholders so that you have their support.
5. Post-event plan (Approximately 350 words)
Explain how you plan to evaluate your event once it is over. Which stakeholders will you approach for
feedback and why? What information will you need to measure your event’s performance and how will you
get it? You may wish to include a sample feedback instrument, i.e. survey questionnaire as an appendix.
Remember that post-event evaluation should link to the vision and goals of your event.
6. Conclusion (Approximately 100 words)
Provide a brief conclusion summarising and “wrapping up” your report. Event Planning Concept – Breastfeeed2Health.
List all resources that you used and/or quoted in your report using APA format. The plan requires at least
10 references, of which at least five must be academic/peer-reviewed articles. For referencing support go
to Learning@Griffith (Assessment – Event Concept Plan – Individual Assignment folder – Referencing your
assignment and APA Referencing Tools). Event Planning Concept – Breastfeeed2Health.
I have also included the OWL Online Writing Lab at Perdue (see Learning@Griffith – Assessment
–Event Concept Plan – Referencing your assignment and APA Referencing Tool folder – scroll
down to the very end) as an additional resource since it explains in-text citations and how to cite
Your assignment should:
Use 11pt Times New Roman font with 1.5 line spacing and 2.5cm page margins, headings may
be larger and in bold; and
Be printed one-side only (sections do not need to be on separate pages).
If you include tables, diagrams or illustrations, make sure they are labeled (i.e. Figure 1 <Title>) and
explained ‘in text’ so the reader can understand them and their relevance. Refer to APA format. Event Planning Concept – Breastfeeed2Health.
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Please note: Coloured reports with pictures are not necessary (although you may wish to include
illustrations). In the marking of your report, tutors will be focusing on CONTENT, not decoration.
Feedback on your written assessment along with your marks will be provided online for viewing under
‘My Marks’. The Convenor will post an announcement to inform you when your grade becomes
available for viewing online. Event Planning Concept – Breastfeeed2Health.
Event Planning Concept – Breastfeeed2Health
1.0 Company Background
Healthy Babies Australia is a non-profit organisation registered and operating within
Australia. The company engages in activities that are geared towards having healthy babies in
Australia. One of the activities the organisation carriers out is creating awareness among the
potential mothers on the importance and correct breastfeeding practices. This event, which will
be organized in Davies Park, Brisbane, will aim at educating young woman about the importance
of breastfeeding for at least six months and how to do it correctly. This plan therefore explains
how the event will be planned, its impacts, budget, and evaluation. Event Planning Concept – Breastfeeed2Health………
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