Event Marketing

1. THE T&T
CONFERENCE
SEA 135 Major Assignment
Jessica Forstner, Hartley, Dany, Natasha, Justine, Valentyn

2. The T&T Conference
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The T&T Conference
MAJOR ASSIGNMENT
1. Event Theme/Concept
The event theme around the T&T Conference refers to the “Trials and Triumphs” industry professionals have
experienced throughout their work in the industry. The TRIAL and TRIUMPH aspect of our conference focuses on
the experimental actions in the workplace in order to ascertain results; industry professionals will speak on behalf
of actions their company has taken that has either resulted in a failure or a success. As well, the conference as a
whole will also focus on allowing industry professionals to engage, network and educate themselves on how to
build and maintain a successful event.
Event Format
The format of the T&T Conference will be a one day, local conference with an intimate setting and single lecture
sessions consisting of Round Table Discussions, Guest Speakers, Networking and Team Building Activities as well as
a Cocktail Hour providing food and beverages to the guests. The scheduled timeline of our conference will run from
10am-5pm with necessary networking and coffee sessions in between. Our expected guest count will cap off at
100 attendees with a ticketed price of $200/guest.
2. Anticipated Topics
The main contact-point for information at our event will be Round-Table Discussions. By creating these breakout
sessions on specific topics it will help individuals meet with smaller groups and deliver more targeted marketing
strategies. Round-Table Discussions are a widely used tool in the industry as it has an increased number of benefits
for its participants.
Benefits of Round-Table Discussions:
ü Pooling together a wide range of experience and knowledge
ü Hearing others perspectives on issues
ü Insight into issues from many different angles
ü Sharing skills and resources
• Our Roundtable Sessions will be organized with no more than 10 participants per facilitator (student) at a
table.
For each topic we will have a facilitator (student), to the group that will take the role as the session leader to keep
the discussion on track and maintain productivity. Each Facilitator will be responsible for:
ü Introducing the topic
ü Creating an open forum for discussion
ü Leading encouraging discussion
ü Asking open-ended questions to stimulate thought
ü Reinforcing and clarifying the content

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Each Discussion will be limited to 30 minutes – 2 minute introduction, 25 minute discussion and a 3 minute wrap up
Anticipated Topics Include:
ü How to utilize volunteers
ü Developments in Social Media and Technology – how to utilize it properly in this age of the
marketing world
ü Risk Management – How to properly prepare for sudden changes in your event
ü Hosting and Selling out a big event
ü Developing and Maintaining Corporate Sponsorships
ü Making Your Product Stick – The Importance of Brand Positioning
ü Marshmallow Challenge – Teamwork
3. Guest Speakers
The T&T Conference will be anticipating three main guest speakers to attend and provide our attendees with
beneficial knowledge and experience through the TRIALS and TRIUMPHS they have used in their years working in
the industry. Each guest speaker will have a scheduled speaking time of 30 minutes to share as much with the
attendees as possible. Our guest speakers and their presentation topics are as follows:
Janice Price – Topic: Making Your Product Stick; The Importance of Brand Positioning
Janice Price is the CEO for the Luminato Festival in Toronto. Luminato is a ten day multi-disciplinary arts festival
involving art installations and music concerts at multiple venues across Toronto. She is energetic and passionate
about the arts and entertainment sector and has a strong background in marketing.
Darryl McKenzie – Topic: How to Utilize Volunteers
Darryl McKenzie is currently the Vice President of volunteer services for the 2015 Toronto Panam and Parapanam
games. He is responsible for the recruitment, selection, assignment, and deployment of all volunteers The games
are one of the largest events to come to the city and requires 20, 000 volunteers to help at 40 sporting events and
10 non-sporting events (http://www.thespec.com/news-story/4195656-pan-am-games-attracts-11-000-
volunteers/). Previously, McKenzie was the CEO of the Oakville YMCA. With years of experience under his belt, he
can offer insight on how to utilize and organize volunteers efficiently and to their full capacity.
Ross Marin – Topic: Developing and Maintaining Sponsors
Ross Marin is the president of Marin Media Group which is a company that works to help other organizations in the
areas of marketing and advertising. He is also the founder of Fantactics, a sports and entertainment marketing
agency where he connects brands and retailers with athletes and celebrities through celebrity endorsements. With
over 30 years of experience, Ross can provide attendees a better understanding of how sponsorships and
partnerships can be used to leverage their brand.
4. Marketing Strategy
5. Budget

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6. Sponsors and Sponsor Packages
In order for our conference to be able to run at the level we would like sponsors are a necessary and key factor to
obtaining that goal. Not only does our conference benefit from having sponsors but the sponsor itself can benefit
greatly from having their name on premier industry event. The sponsor can gain media exposure which in turn can
help with brand identity, exponential market exposure, as well as the opportunity to network and engage with
other companies and organizations. Our potential list of sponsors includes:
ü Seneca College
ü Royal Bank of Canada
ü CIBC
ü Rogers
ü City of Toronto
ü LinkedIn
ü Deloitte
Each sponsor at our event will have an individual booth designated to them as a direct point of contact to the
attendees at the conference. These sponsor booths will allow direct engagement and potential future business
opportunities to form as well as discussions of TRIALS and TRIUMPHS they may have experienced.
Preliminary Sponsorship Packages:
Sponsorship
Level
Platinum Gold Silver Bronze
Investment
(excluding GST)
$10,000 $5,000 $2,500 $1000
Brand Visibility
Logo on on-site
signage
v v v
Logo on
conference
guide
v v v
Logo on
lanyards
v
Logo on
conference
website
11 ½” x 3” 1” x 2” 1” x 1” Listed
Logo on
backdrop of
photo booth
v
Promotional
Visibility
Full access to
conference
(including
v v v v

5. The T&T Conference
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cocktail
reception)
Reduced
delegate fees
25% off 15% off 10% off 5% off
Opportunity to
provide
company
merchandise in
conference tote
bags
v v
Guest passes to
the conference
v
Publicity 9 passes 7 passes 5 passes 2 passes
Tweet about the
conference prior
to the day of
the event
v
10 tweets 8 tweets 5 tweets 2 tweets
7. Critical Path + Event Itinerary
In the event industry the Critical Path is one of the most important schedules that will be made as it is the sequence
of activities in a project which must be completed on time for the project to be completed by the due date. Below
we have put together a preliminary Critical Path and Event Itinerary which outlines the timeline of scheduled events
on the EVENT DAY.
Critical Path:
ASAP:
• Event Details:
ü Venue: Newnham
ü Program Style: One day, local conference with an intimate setting and single lectures
ü Timeline: 10am-3pm – Cocktail/Networking 3pm-5pm
ü Budget:
ü Guest Speakers: Darryl McKenzie, Janice Price, Ross Marin
7-8 Weeks:
• Submit SOP
ü Public Event SOP
• Book Contractors
• Sign Contracts:
ü Food/Beverage – The Food Dudes
ü Sponsors

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• Develop Marketing Campaign
ü Advertising and Promotional Strategies
5-6 Weeks:
• Implement Marketing Campaign
ü Sponsor Package Incentives
ü Social Media and Sponsors
ü Advertising Flyers
ü Launch conference website
3-4 Weeks:
• Prepared Itinerary on following page
• Prepared Load in/Load out schedule on following page
• Transportation Requirements
ü Newnham Campus - From Finch subway station, take any 39 Finch bus or 199 Finch Rocket to Seneca
Hill Drive, proceed to the campus.
ü GO Transit
ü Shuttle Buses
• Food/Beverage/AV Requirements:
ü The Food Dudes Catering will provide finger food and beverages for our guests, brunch will be served
as a mid-day meal and then H'ordeuvres during cocktail hour
1-2 Weeks:
• Write Thank You cards to attendees, sponsors and partners
• Circulate Event schedule to staff and volunteers
• Connect with ALL Vendors, Suppliers, Contractors and Volunteers
• Prepare Swag/Tote Bags
Event Week:
• Remind media of our event
• Review final event details
Event Day:
• Event Timeline on following page
Post Event:
• Any final payments
• Evaluation of event

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Event Itinerary:
6:00am – Load In Commences
8:30am – Loading Dock Closes
9:30am – Entire set-up is complete
10:00am – Guests Arrive
10-10:30am – Guests have a 30 minute grace period to network, mingle and grab a beverage
10:30am – Welcome Speech: Nancy Bodi - Program Coordinator & Professor Seneca College; General Manager
York Region Arts Council (10 minutes)
11:00am – First Round Table Discussion (30 minutes)
ü Topic: Marshmallow Challenge - Teamwork
11:30am – First Guest Speaker – Janice Price – CEO & President of Luminato Festival; Board of Directors of SEA
Program Seneca College
ü Topic: Making Your Product Stick – The Importance of Brand Positioning
12:00pm – Lunch is served
12:45pm – Lunch and Networking adjourn
1:00pm – Second Round Table Discussion (30 minutes)
ü Topic: Risk Management – How to properly prepare for sudden changes in your event
1:30pm – Second Guest Speaker – Darryl Mckenzie - Vice-President, Volunteer Services at Toronto 2015
Pan/Parapan American Games Organizing Committee
ü Topic: How to Utilize Volunteers
2:00pm – Third Round Table Discussion (30 minutes)
ü Topic: Developments in Social Media and Technology – how to utilize it properly in this age of the
marketing world
2:30pm – Third Guest Speaker – Ross Marin - President at Marin Media Group and Fantactics Sports &
Entertainment Marketing
ü Topic: Developing and Maintaining Corporate Sponsorships
3:00pm – Fourth Round Table Discussion (30 minutes)
ü Topic: Hosting and Selling out a Major Event
3:30pm – Closing Speech: Scott McAllister – Event Consultant & Faculty Member of Seneca College

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4:00pm – Cocktail Hour Commences
5:00pm – Conference CLOSED
8. Request For Proposal
Request for Proposal (RFP)
Audio-Visual Equipment & Services for
The T&T Conference
March XX, 2015

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1/ Summary and Background
The T&T Conference is currently accepting proposals for Audio-Visual Equipment and Services for their first annual
conference. The purpose of this request for proposal is to seek proposals from various candidate companies, perform an
extensive and fair evaluation based on the criteria listed here, and select the candidate who best represents the
direction The T&T Conference wishes to go.
The T&T Conference is a one-day conference that will be taking place at Seneca Colleges’ Newham Campus in March
2015. Its main focus is around the theme of “trials and triumphs” that leading professionals in the event marketing
industry have experienced throughout their careers. In addition, The T&T Conference allows industry professionals to
engage, network and educate themselves on how to build and maintain a successful event.
2/ Proposal Guidelines
This Request for Proposal represents the requirements for an open and competitive process. Proposals will be accepted
until 4pm EST Monday, January 5th, 2015. Any proposals received after this date and time will be returned to the
sender. All proposals submitted must be signed by a representative of the company.
If the organization submitting a proposal must contract any work to meet any of the requirements contained here, this
must be clearly stated in the proposal. In addition, all costs included in proposals must be all-inclusive to include any
contracted work. Any proposals, which call for contracting work, must include a name and description of the
organizations/companies being contracted. All costs must also be listed and include an explanation of all fees and costs.
Contract terms and conditions will be negotiated once a winning bidder is selected for this RFP. All contractual terms and
conditions will be subject to review by The T&T Conference organizers and will include scope, budget, schedule, and
other necessary items related to the conference.
3/ Purpose
The purpose of this project is as follows:
The objective of this Request for Proposal (RFP) is to solicit proposals to provide Audio Visual Services for Seneca’s Event
Marketing Class Conference in 2015. Details of the services required are outlined below but are subject to change.
Issuance of this RFP does not commit Seneca College’s Event Marketing Class to pay any cost incurred in the preparation
and submission of a response, or to procure a contract for any services, software, and/or equipment.

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Project Description:
Our goal in this conference is to present professionals in the field of Event Marketing with beneficial knowledge and
experience of triumps and trials that are experienced in the industry of event marketing. Furthermore we want to
encourage roundtable discussions in order to pool together a wide range of experiences, knowledge and opinions, and
provide insight into issues from different angles. Ultimately, we want to provide audiences with unique content to
stimulate ideas and discussion, improve delivery of our event and to differentiate, as well as raise the industry profile of
Seneca College and the Event Marketing program.
We aim to:
• Provide a forum for collaboration- exchanging new ideas and critical information between professionals in
the field, the academia, entrepreneurs, students and sponsors.
• Showcase speaker’s experiences to sponsors, entrepreneurs, other companies and academia through
presentations, and speeches.
• Provide opportunity for students to enhance their knowledge of career opportunities and the event
marketing industry
Target Audience:
• Industry:
o Owners
o Presidents/CEOs
o Heads/members of corporate event marketing teams
• Sponsors:
o Representatives
• Entrepeneurs
4/ Scope
We have tried to be as specific as possible. If we have requested a particular product or brands that you do not carry
please quote based on the same quality of equipment.
Conference:
• Data Projection and Screens
o Monitor stand and base
• Pipe & Drape installations
• Computers
o 6x laptops- W7 office 2010: for registration, and presentations
o must support data projection
• Audio (including 6 radio mic. Packs)
o Must be able to provide focused audio support for video presentations geared towards the 100
attendees
o Panel and speaker microphones
• Lighting & Design
• Tech Service set-up and dismantle
• Complete A/V stage management

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• Cables and Consumables
• Rehearsal times to be confirmed closer to the event
Note: Special consideration must be given to the audio set-up to ensure that sound quality is not compromised.
5/ Request for Proposal and Event Timeline
5.1 Request for Proposal Timeline:
All proposals in response to this RFP are due no later than 4pm EST, Monday, January 5th, 2015
The proposals will be evaluated from January 6th, 2015 through to January 20th, 2015. During this period, bidders will
be contacted if any additional is required.
The winning bidder will be notified on January 21st, 2015, at which point further negotiations will begin and be
completed by January 30, 2015.
Unsuccessful bidders will be notified by January 26th, 2015.
5.2 Event Timeline
The event will take place on March XX, 2015.
The company is required to be on site from 7:00am set up through to 6:00pm tear down.
6/ Budget
All proposals must include proposed costs to complete the tasks described in the project scope. Costs should be stated as
one-time. Pricing should be listed for each of the following items in accordance with the format below:
Data Projection and Screens NRC
Pipe and Drape Installation NRC

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Computers NRC
Audio NRC
Lighting & Design NRC
Tech Set-up & Dismantle NRC
Complete A/V management NRC
Cables & Consumables NRC
Note: All costs and Fees must be clearly described in each proposal
7/ Bidder Qualifications
Bidders should provide the following items as part of their proposal:
• Description of experience in producing the audio/visual components of large and small scale events
• Testimonials from past clients in which you have provided services for
• Equipment you will provide for the event
• Resources you will provide to the project i.e. number of staff, roles and experience
• Methodology and requirements (for example, time to test equipment and presentations before the event)
8/ Proposal Evaluation Criteria
The organizing committee of the T&T conference will evaluate the proposals based on the following criteria.
• Overall proposal suitability: the proposal must meet the needs expressed for the event as well as be organized
in a clear manner
• Experience: Organizations will be evaluated based on their experience mentioned in their proposals, including
any additional examples they include
• Previous work: Bidders will be evaluated based on their testimonials and references that are provided
• Value and costs: Costs of the production will be a considered based on the value and level of services that are
provided