Rain or Shine Fashion Show 2013 - 2014
Event Planning and Promotion Sarah Janssen
TABLE OF CONTENTS Part I Event Purpose and Objective Time and Date of Event Theme Key Performance Indicators Anticipated Unknowns Sponsors Event Production Roles Organizational Chart Committee Tasks
1 2 2–3 3–4 4–5 6–7 7–8 9 10 – 11
Part II Location Analysis Primary Location Floor Plan Event Requirements Amenities Provided Secondary Location Amenities Provided
12 13 14 – 15 15 16 17
Part III Market Identification and Marketing Plan GANTT Chart Analysis to Day of Event Actions/ Timeline Consumer Analysis Demographic Behavioral Analysis Psychographics Press Release Ad/Promo Material Reach and Budget
18 19 – 21 22 – 23 24 25 – 29 30 31 – 32 32
Appendix A Ad/Promo Material
Appendix B Event Risk Assessment
33 - 34 35 – 36
Appendix C Special Event Application Seattle fire Marshal’s Permit Temporary Food Application Event and Food Vendor Req.
37 – 41 42 – 44 45 – 46 47 – 48
Appendix D Infographic
49
Type of Event and Purpose v Fashion Show v Fundraiser Rain or Shine is putting on a Fashion Show to (1) introduce our brand to our target market (2) encourage our consumer to shop at our store and to (3) raise funds for the charity that we are partnered with. (1) Introduce our Brand We are going to be a newly established brand in the Seattle area. In order to have a successful beginning, we intend to educate our potential consumers on our brand. We want them to know that we use high-quality material, pay close attention to detail, take part in the go-green movement, and encourage community growth as well as see to underprivileged lives. A Fashion Show will highlight our clothes and our brand. It will make our product desirable and will visually display the comfort, ease, and strength of our clothes. (2) Encourage Brand Loyalty For our business to thrive, we depend on our customers to shop at Rain or Shine consistently. With this Fashion Show, we hope to grab their attention and interest them on a deep level to shop at our store. We want them to feel the “need” for our product. Putting on a remarkable production will inspire our attendees to visit our store. Seeing the models who emulate our target market will help them to relate to the product and see themselves in it. (3) Raise Funds for Salvation Army Women’s Shelter As a company, we want to go above and beyond by supporting a local charity. Several of our competitors have similar affiliations but what makes us stand apart is that our affiliation is local. Also, we intend to use the money to provide the Salvation Army Women’s Shelter with outerwear and durable shoes. Being an outdoor-based company, one of our missions is to clothe people for the NW weather we expect year round. People like to support a cause and this cause specifically ties in with our region.
Date and Time of Event v Saturday October 4th 2014 v 2:00pm – 4:00pm We have decided upon this date based off of our store opening. Rain or Shine opens on Saturday October 11th 2014, a little over a week after the event. Since one of our Key Performance Indicators includes Brand Awareness, it is essential that the fashion show be not far behind from the opening day. This way, our brand is still fresh in the consumer’s mind and the consumer will have the same fervor for shopping the looks soon after. Each Fashion Show attendee will have received an exclusive “25% off one item” coupon, which will encourage them to come the opening week. The time is set according to various figures. First, it is right after lunchtime. Since we will be only serving light delicacies, this hour range makes the most sense. Secondly, we plan to work with natural lighting and since it gets dark early, we intend to start earlier. Thirdly, our demographic would most likely be able to attend at this time. Most individuals are working during the week and sometimes late hours. We want an energized audience who is eager for a Saturday out. It works for the college student, the young mom, and the artsy woman.
Theme v “Singin’ in the Rain” v Fall Fashion Trends The Theme for Rain or Shine’s Fashion Show is “Singin’ in the Rain”. This song comes from the 1952 American musical comedy Singin’ in the Rain and is still a popular hit across the country. This particular song makes the listener take the weather lightly and enjoy what they can feel on the inside regardless of what goes on outside. Instead of letting stormy weathers put us in a gloom and ruin our day, we want to encourage people to be more carefree. We want to break the relationship between “bad” weather and people’s negative attitudes. There can be something refreshing about rain. If the weather is heavier, we can brace ourselves for its pressure. We need diversity in weather: it is a necessity for nature and welcomes new seasons. If we appreciate our surroundings, we have the weather to thank for it. Seattle Fashion Week, the Neiman-Marcus Show and Bellevue Fashion Week put on their Fall Fashion Shows during the month of September. We want ours to be earlier than theirs. In this way, our consumer can be primarily focused on our show before delving into the immensities of the
other Fashion Weeks. If we were to have it during the same time, our brand would not be the number one focus and it would be less likely our consumer would visit our store solely.
Theme Cont’d October is the time to start presenting the trends for fall. We have to be in line with the trends of the season in order to be up to par and exceed the expectations of our viewers. Our theme “Singin’ in the Rain” will incorporate the colors and styles anticipated for the season. We will be in line with other major designer and brand names, which keeps our status high and is cohesive with the time. Our brand colors are teal and orange. These will be the primary colors of our show. We personify sophistication with an artsy air. From chairs to runway to swag bags, our brand colors will be reflected and our brand reflection will be embodied.
Key Performance Indicators v Full House of 200 Guests v 150 people added to Facebook Page v $3,500 raised for Women’s Salvation Army Our specific Key Performance Indicators identify what will lead to the highest success for our Fashion Show. Since it is our overall aim to introduce our brand, encourage attendees to shop our brand, and to support a local charity, these indicators will be most effective. (1) Full House of 200 Guests §
If our Fashion Show is going to gain the highest amount of recognition, we need to reach the maximum capacity at our show.
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Full house will ensure that our brand is seen and displayed by the most number of people we can hold in our vicinity.
(2) 150 people added to Facebook Page §
Online identification is vital to our company’s growth. If we want our customer to be connected to us, we need to latch on to them through various outlets.
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Facebook is one channel we know will further promote Rain or Shine’s success. The more media attention we get, the more brand awareness we will receive.
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Not only does our Facebook page benefit our attendees but there friends as well. If every Fashion Show attendee has an average of 350 friends on Facebook, then we would be reaching 70,000 viewers indirectly.
Key Performance Indicators Cont’d (3) $3,500 raised for Women’s Salvation Army §
Since our Fashion Show is a fundraiser, we intend to raise enough money to provide Women’s Salvation Army with an ample supply of coats for the season.
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$3,500 is a reasonable amount to set as our goal. That would require our tickets to sell for a minimum of $17.50. We plan to set the number higher to cover costs of the show.
Anticipated Unknowns v Trespassers v Challenging Weather Conditions v Construction Interference As we take measures to ensure the follow through of our event, we fully intend to be prepared to face any challenges that come our way. Considering the potential threats that may inhibit our Fashion Show will provide us an opportunity to act against them. The following anticipated unknowns call for enforcement and/or an alternative. (1) Trespassers As we anticipate having a local luminary appearance at our show, we must be prepared for the response of the audience and passerby. This being so, we are responsible for hiring a reputable security team to ensure the safety of the personality and the attendees. For our Fashion Show, we are hiring security services from Seattle Central Protection. There “attention to detail ensures that every private venue or special event is secured from beginning to end”. The Seattle Security Company is “uniquely qualified to provide protection for Special Events that require a more sophisticated & refined presence”. This specifically caters to our Fashion Show and will make certain our venue is secure. (2) Challenging Weather Conditions Although we anticipate and encourage rainy weather, it is important to respect and understand that attendees still need protection from the elements. In this situation, we will construct the groundwork in a way that will provide undercover areas for people to sit and watch the show from.
We are hiring Pacific Party Canopies to provide us with push-pole tents. We will need a minimum of three for either side of the runway and for the music station. Considering the length of the stage and the number of attendants will determine the size of the tents.
Anticipated Unknowns Cont’d If the weather is unbearable, we will move indoors. Medium to heavy winds, heavy downpours, and grey overcast will be our markers for changing the venue. The venue chosen allows for an indoor setting so we will utilize this space. Appendix C is a floor plan should this occur. (3) Construction Interference Downtown Seattle is a constant place for construction work. Construction work on streets, buildings, structures, etc. near the site of our Fashion Show could affect traffic patterns, parking, and the venue itself. We do not wish to inconvenience our guests, make parking a challenge, or let construction work near the venue be a distraction to their overall experience. That is why we fully intend to know at our first chance what construction work will be done downtown Seattle at the time of our show. Utilizing seattle.gov/transportation/constructionlookahead will keep us informed of any upcoming construction near our venue. If it be the case that our venue could be drastically interrupted by construction work, we will be prepared to move our location. Our second venue location will be the Washington State Convention and Trade Center. There are ample parking spaces nearby as well.
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Sponsors ID v King5 v PCC Natural Markets v The Seattle Times For our Fashion Show, we need sponsors both financial and in-kind. Sponsors will help decrease our operational expenses and/or provide their product for our show. We are calling upon (1) King5 to provide us with financial backing as well as (2) The Seattle Times. For in-kind, we ask that (3) PCC Natural Markets provides us with beverages for the event. We will be offering several levels of agreement and specific contracts to all three of these companies in order to receive the most we can.
(1) King5 We want the support from our local news channel King5. Since they are one of our top sources for weather updates, King5 ties in well with our weather-based brand. As their company is always in support of community outreach goals, we know that they will be interested in sponsoring us. Our money is going to providing Seattle’s Women’s Salvation Army with protective outerwear and this will have a good reputation for King5. As a bonus to our show and to promote crowd interest, we intend to ask their Weather Reporter Lisa Van Cise to appear as a local guest to our event. In our production process of the Fashion Show, we intend to have a speaker at our event and would like to incorporate King5 as our host. It will tie in perfectly since we are an outerwear company that encourages heavy rains.
(2) The Seattle Times The Seattle Time is a well-known magazines and has sponsored multiple events in the past and currently. As we’ve seen the diversity in which type of businesses and events they have latched on to, we intend to propose our event to them. They focus on building partnerships with organizations that are essential to the community’s “economic health and the quality of life in the Northwest”. We fall right under that category. We are a company that wants to provide growth in the community and to keep people enjoying life in its most natural state.
(3) PCC Natural Markets We are all about taking on a natural holistic lifestyle and we know that PPC Natural Markets has a common goal as us. We want to be affiliated with them because they promote a healthy lifestyle and sell products that are green and eco-friendly. Since we intend to only have light refreshments at our show, we think that PCC Natural Markets would be interested in supporting us. Upon agreement, we would choose three to four beverages that would be most suitable at our venue and show.
Event Production Roles This is a complex event and it requires multiple players as well as efficient teams. It is vital to our success that everyone involved is performing in such a way to create an exceptional show. With this being our goal, we have created an outline of what positions are to be established and each of their given responsibilities. Here are the positions to be organized: v Event Production Manager v Event Production Assistant v Marketing Administrator v Stylist/Wardrobe Manager v Equipment Administrator
Event Production Roles Cont’d Although there are assignments allotted to each of these particular positions, we still intend to communicate information and updates as a whole. For efficiency purposes and to prevent confusion in any area, we expect a flow of information to be running through all roles. Each head of the department listed is required to relay information to each other head of the departments. There will be several sources used to post this information and make sure all can see. Dropbox, Email and direct contact will be required as a tool for communication.
Event Production Manager
Equipment Administrator
Communication
Stylist/ Wardrobe Manager
Event Production Assistant
Marketing Administrator
Because all areas of our fashion show are interrelated, these modes of contact are necessary. These tools will ensure that our fashion show will go according to plan and that when conflicts do arise, they will be seen to immediately. When implemented, we can count on the consistent flow of information and keep all heads informed.
Organizational Chart
Pre-Fashion Show Titles
Event Production Manager
Event Production Assistant
Marketing Admin.
Stylist/ Wardrobe Manager
Equipment and Design Admin.
Team
Team
Team
Team
Fashion Show Titles
Event Producer
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Ticket Desk
Event Producer Assistant
Back of House
Front of House
Team
Team
Team
Team
Pre-Fashion Show Titles and General Tasks
Event Production Manager (Event Producer) Creative direction of show and overall theme Oversees the production process, drawing up a production schedule Ensures that the production is cost effective Monitors the production processes and adjusting schedules as needed Assists all other departments when inquiries arise Contacts outside sources when situations and/or problems occur Assigns roles, disperses tasks, and prepares for fill-in positions
Event Production Roles
Event Production Assistant: (Event Producer Assistant) Follows careful instruction of Event Production Manager Takes vigrous notes at every stage and disperses information as necessary Checks with all departments to make sure work is done efficiently Creative and artistic input to overall Fashion Show Sees to celebrity tie-in
Marketing Administrator: (Ticket Sales) In charge of all promotions, advertising, and media releases Makes necessary phone calls and posts to all marketing outlets Finds sponsors and stays in direct contact with them throughout Ticket sales, seating arrangments, swag bags, etc.
Stylist/Wardrobe Administrator (Back of House) Makes sure that products are produced on time and are of good quality Hires models, make up artists, and hair stylists Considers all necessary equipment needed for models, make up and hair stylists
Equipment and Design Administrator (Front of House) Works out the human and material resources needed Responsible for the selection and maintenance of equipment Secures venue location as well as backup venue location Creates floor plan for the event (from backstage to audience)
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Fashion Show Titles and General Tasks
Event Producer (Event Production Manager) Oversees entire production of the show day of Provies a prompt checklist for all committee members Ensures that all tasks are being done accordinly and efficiently Informs assistant producer of any necessary improvements Handles any questions and/or concerns with attendees
Fashion Show Roles
Event Producer Assistant: (Event Production Assistant) Follows careful instruction of Event Producer Takes vigrous notes at every stage and disperses information as necessary Checks with all departments to make sure work is done efficiently Handles all celebrity concerns and accomodations
Ticket Sales: (Marketing Team) Awaits guests at front desk to provide check in Answers any questions regarding tickets and show sequence Reports to event producer assistant in case of high concern Updates computer inventory of guests as they enter
Back of House (Stylist and Wardrobe Team) Heads all models and their preparation with hair and make up Stays in constant connection with front of house on performance level Sees to any necessary changes and/or improvements backstage
Front of House (Equipment Team) Oversees the equipmeant team's set up of entirety of show Checks to see if all equipment is present and set to floor plan standard Greet and leads guests to their seats and regards all their questions Searches for attendees who appear to need assistance or other service
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