Task: You are required to write an event proposal that demonstrates your ability to apply the principles/core concepts learned in MARK5820. This task is to be carried out individually.

Instructions: This is an open book assignment. You should refer to all your notes and readings about each of the topics that have been covered in class. You will also have to incorporate what you have learned in online modules on designing hybrid events. Your answer should be comprehensive, yet focused and specific to the event.

As an event marketing/management consultant, you have been assigned to help your client (Woolworths Group, an Australian retailing company) launch new boutique speciality supermarket stores for organic products and goods (so-called "All About Organics") in Sydney Eastern Suburbs in November 2022. You are given $30,000 to plan a promotional hybrid event*. The client's overall objectives are to increase brand (store) awareness and sales volume by the end of the year.

*It refers to "an event that combines a live in-person event with a virtual online component."

Q1-Q3. You are required to answer the following all 3 (THREE) questions below:

Determine your specific marketing objectives for your proposed event. Make sure that you use SMART objectives in line with your client's overall objectives and provide your justification for each objective. (2 marks)

Describe how you can develop the event concept for this event using the thematic principles (e.g., 5Ws and WOW). Elaborate your answer with examples specific to this event. As for "WHO," you are to propose and describe TWO personas for your event. (10 marks)

Describe your POP (pre-event, onsite, and post-event) strategies to market this event. Tip: Do not limit to social media only. POP marketing is not only to create and build awareness and excitement before and during the event, but also to generate post event buzz, which in turn leads to the achievement of your client's objectives event. (9 marks)

Q4. Of the following two questions (see below), select and answer ONLY 1 (ONE) question:

4a. List and discuss TWO possible logistics issues related to this event. (9 marks)

4b. Choose ONE potential sponsor for your proposing event and provide your reasons behind your choice (i.e., tightness of the fit, sponsorship benefits and opportunities). (9 marks)