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Assignment Cover Sheet School of Humanities and Communication Arts

Student Name Taylor Newell, Caitlin Smalley, Anastasia Actypis, Jasmine Salmanzadeh

Student Number 17693093, 17008541, 17472526, 17476674

Unit Name and Number 101940 Events Management

Tutorial Group Blue Group 12

Tutorial Day and Time Friday 3pm

Session / Semester Autumn

Lecturer/Tutor Vanessa Campbell

Title of Assignment Event Promotional Plan

Length Approx. 1000 words per person

Due Date Friday 23rd May 2014

Date Submitted

Campus Enrolment Parramatta DECLARATION I hold a copy of this assignment if the original is lost or damaged.

x I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment. xNo part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the subject lecturer/tutor concerned xI am aware that this work may be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking)

Signature:…Taylor Newell, Caitlin Smalley, Anastasia Actypis, Jasmine Salmanzadeh….

Note: An examiner or lecturer/tutor has the right not to mark this assignment if the above declaration has not been signed)

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OPI Great Gatsby Spa Day Event Promotional Plan

2014

Taylor Newell - 17693093 Caitlin Smalley - 17008541

Jasmin Salmanzadeh - 17476674 Anastasia Actypis - 17472526

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Executive summary

This Promotional plan is intended for OPI’s Great Gatsby Spa Day, to promote their new

range of lacquers and to increase overall product sales for OPI on the day of the event.

The Great Gatsby collection is targeting young fashion-conscious females between the

ages of 18 and 24 that aspire to the glitz and glamour of the roaring 20’s era. In doing

so, this will meet the aims of boosting OPI’s social media reach by 10%, while donating

10% of total profits to the National Breast Foundation to maintain their ongoing

relationship.

We intend to do this by holding the product launch Great Gatsby spa day event, which

will be held in the Town Hall building. Use of social media, in particular ‘Twitter’ will be

utilised to carry out our online competition where winners will receive 2 invitations to our

event. By doing this, we hope to improve the brand awareness of OPI’s new line and its

existing nail lacquers. By implementing these tactics, we are confident that we will fulfill

the objectives to hold a spectacular spa day event.

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Table of Contents Title page ………………………………………………………………………………………...2

Executive Summary…………………………………………………………………….………..3

Table of Contents……………………………………………………………………….………..4

Event Concept…..……………………………………………………………………….…........5

Approvals & Consultations…………………………………………………………….………..6

Marketing……………………………………………………………………………….………...7

Sponsorship…………………………………………………………………………….……….10

Financial Management……………………………………………………………….………..12

Risk Management…………………………………………………………………..…………..14

Operational Planning………………………………………………………………...…………18

Event Promotion……………………………………………………………………………..…21

Event Staging………………………………………………………………………………...…22

Staffing…………………………………………………………………………………………..23

Safety & Security……………………………………………………………………………….25

Spectator Management…………………………………….………………………………….27

Event Evaluation……………………………………………………………………….……….29

References………………………………………………………………………………………30

Appendix…………………………………………………………………………………………31

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Event Concept Event name:

OPI Great Gatsby Spa Day

Type of event:

A new product launch for OPI. The new range to be launched is the great Gatsby nail

polish collection. The Great Gatsby collection is inspired by the glitz and glamour of the

20’s.

Event location:

The product launch Great Gatsby spa day will be held in the Town Hall building, ground

floor, at 483 George Street, Sydney, NSW. This location is appropriate as it is a good

size location with facilities for performers as well as day spa equipment.

Date:

Saturday 6th September 2014, from 12pm-4pm

Overview & purpose:

The event will be held to launch a new collection of Great Gatsby inspired nail polishes

to the Australian public. Invited to this event will be winners of the OPI Twitter

competition who will receive two tickets each. There will be 25 winners. The purpose of

this event is to promote our new Great Gatsby nail polish range in collaboration with the

great Gatsby film directed by Baz Lhurmann to generate future revenue of the new nail

polish range, being a long-term investment in the company’s products while promoting

the OPI brand to new potential customers.

Aims:

1. To raise brand awareness for the new OPI nail polish range

2. To increase product sales for OPI

Objectives

1. Launch the new OPI nail polish collection

2. Boost social media reach by 10%

3. Donate 10% of profits made on the day to the national breast cancer foundation

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Approvals & Consultations Public Liability insurance

We will insure that the security and catering companies hired for the OPI product launch

have their own current public liability insurance. We will also ensure that the venue and

our own insurance are valid and up to date.

Responsible service of alcohol

All bar waiters hired will be trained and up to date in their responsible service of alcohol

and we will be providing wristbands for all guests under the age of 18 as some guests

will be minors.

Liquor License

We will ensure that the Town Hall Building has a current liquor license allowing the event

to serve alcohol.

Work, health and safety (W,H,S)

All nail specialists are fully accredited and have up dated training within the last two

years as well as the OPI manager over looking the safety and quality of the treatment.

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Marketing

In 2012 Euro monitor International reported that premium nail polish more than doubled

sales in the retail market and saw nail polish brands such as OPI increase and widen

their distribution. When looking at individual categories within the global beauty industry

as a whole, ‘nail polish was one of the fastest growing (up by 11%) for the third

consecutive year as incremental revenues jumped by an extra US$700 million globally to

reach nearly US$6 billion in 2011’. (Blog.euromonitor.com, 2012).

In primary research done in a survey, we found that the women surveyed were from a

wide age range (under 18 to 54) however with the largest age group being girls between

18 and 24 (see appendix B(i)). This can be seen as our target age group, which is linked

to our reasoning behind the Great Gatsby theme, being attractive to young adults who

have seen the movie. In our second survey question (appendix B(ii)), we found that most

girls don’t get their nails professionally done often, with 40% only getting them done

annually. This shows a potential for OPI to promote its new range for people to buy and

use at home, while still achieving a professional look.

Our third survey question (appendix B(iii)) showed that 62.86% of people surveyed

believed OPI to be their favourite nail polish brand. The other competition brought in

much lower results (Revlon only 14.29%, Sally Hanson 11.43%, Essie 5.71 %, other

5.71%). It is clear that OPI is a leading brand in its industry, with products considered to

be of high quality while also being fashionable. The target market are clearly already

invested in the brand through our findings that 88.57% of girls surveyed own at least one

OPI nail polish, with 14.29% owning over 20 nail polishes (see appendix B(iv). We can

expect from this research that the attendees of the event will purchase new OPI

products, generating revenue for the brand while also passing on positive opinions of the

brand to new potential customers.

Nail polish is becoming increasingly popular as the must have beauty product, replacing

the widely recognised ‘lipstick effect’ as it offers the feel-good factor and the perception

of a luxury makeover at a relatively affordable price. ‘It has grown in profile on the back

of a stronger preoccupation with nail art and customization of colours inspired by fashion

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shows, celebrity influence and generally bolder designs from brand marketers’

(Blog.euromonitor.com, 2012). This trend has played out not only in salons but in retail

outlets too. OPI continues to be a family owned company committed to the highest

quality products and to their customers’ wellbeing. OPI has long been a leader in the

community and within the professional beauty industry and has become dedicated to

excellence while growing to become a world leader in professional nail care.

SWOT ANALYSYS

Parent Company Coty-OPI Inc.

Category Beauty

Target Group Women

Positioning in market High quality nail products

Major competitors Revlon, Sally Hansen

Strengths:

− OPI nail polish collections inspired by celebrities and movies. Such as: Gwen

Stefani, Katy Perry, The muppets and Pirates of the Caribbean. Also an OPI

'Australian' collection. Some names include: 'Tasmanian Devil Made Me Do It',

'Didgeridoo Your Nails?' and 'Fair Dinkum Pinkum' − Wide variety to choose from- over 200 colours which have creative names such

as: 'Coney Island Cotton Candy', 'Hey! Get in Lime!' and 'Purple with a Purpose'. − Customer satisfaction. − Website and app (OPI nail studio) allows customers to virtually 'try on' any shade

of colour on different skin colours. − Family owned. − Focus on trends: The art director of OPI (Suzi Weiss Fischmann) performs colour

forecasting each season to create colours that meet customer demands. − OPI is the world leader in professional nail care. − OPI prides themselves on the quality of their products- long lasting and chip

resistant nail polishes. No animal testing used. − Distribute both domestically and internationally.

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Weaknesses:

− Colours can stain nails if proper base coat is not used

− $8.50 retail cost more expensive than more brands

− Nail salons do not get more money for services that require OPI

− Import/export costs to Australia

Opportunities:

− Capitalise on the bad press on shellac and gel nail UV lamp health risks that are

unassociated with OPI nail polishes

− Brand awareness from the event, bringing in new customers

− Growth of the nail industry in the past 3 years results in an opportunity to boost

sales through growing market (blog.euromonitor.com, 2012)

− Working with celebrities (in this case Lana Del Rey) will position OPI as a

fashionable brand.

Threats:

− Changing market with new style of the gel shellac.

− Risk of other nail companies with lower/ competitive prices

− High number of nail polish brands - larger competition

− Limiting the market due to higher price range (eg. low income owners)

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Sponsorships

The Sponsors for OPI’s Great Gatsby Spa Day include:

− The Great Gatsby Film

− Moet & Chandon

− Cosmopolitan Magazine

− National Breast Cancer Foundation (Charity association, not sponsor)

The Great Gatsby Film:

What does it have to offer OPI?

The theme of the Great Gatsby has been used for the new OPI nail polish range, and will

be incorporated into the event, both promoting the nail polishes and the film.

Why Sponsor OPI?

After the recent screening of The Great Gatsby in cinemas, the use of their theme in OPI

nail polishes and at our event will encourage people to buy the movie as well as OPI

products, buying into the theme of 20’s grandeur that the OPI range and the film inspire.

Moet & Chandon:


Moet & Chandon champagne aids in the presentation of our theme, as the champagne

portrays luxury and celebration. This champagne will be served at our event to guests as

part of the complementary service, sticking to the Great Gatsby theme.

Why Sponsor OPI?

Moet & Chandon would want to sponsor such an event as the guests will effectively be

tasting their product, encouraging sales for them from potential customers. Being

associated with a ‘luxury’ event will promote Moet & Chandon as a quality champagne

brand.

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Cosmopolitan Magazine:


Cosmopolitan Magazine would be able to offer OPI advertisements in their magazine,

promoting their new nail polish range, as their magazine is targeted to beauty-conscious

women.

Why Sponsor OPI?

In return, by sponsoring OPI, Cosmopolitan would potentially gain new readership, as a

free magazine would be given to each attendee as part of their gift bag and their

association with OPI would be noted on invites and promotions.

National Breast Cancer Foundation:

For our charitable contribution for the National Breast Cancer Foundation, we are aiming

to raise awareness of breast cancer and raise funds through donations and a percentage

of our profits made on the day through product sales. This portrays OPI as an

organisation that gives back to a cause, improving our public image while contributing to

a worthy charitable foundation.

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Financial Management Budget: $55,000

Venue: Hiring the Town Hall building will be approximately $20,000 with a $5,000 bond

for the four hour hire. This will include all facilities such as lighting, staging, microphones

and speakers.

Staff: The cost of the staff will be approximately $3,600 for managers, staff and the OPI

nail specialist.

Entertainment: The cost of Lana Del Rey will be approximately $10,000 for three songs

and a meet and greet with the VIP guests. Additional music from a swing band will be

$400.

Gift bags: Will be given to each guest these will be filled with sample products and gifts

from the sponsors, having no cost.

Equipment Hire: This will include the nail spa booths and tables, which will be mainly

supplied by OPI, however cost will include spa equipment moving cost of $1,000.

Event management Fee: $10,000 this will include all management and arrangement of

the day.

Total cost: $52,250

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Budget Management

Item Quantity Price Approx

Venue hire 1 $20,000

OPI staff 20 $2,000

Entertainment 2 $10,400

Catering/ wait staff 20 $1,600

Catering 1 $3,000

Alcohol Sponsors

Security 2

Gift bags Sponsors

Invites 50 $250 Equipment hire (chairs,

tables) Supplied at venue

Spa equipment $1,000

Décor costs $2,000

Insurance 1 $2,000

Event management fee $10,000

Total cost $52,250

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Risk Management

According to WorkCover NSW (2011), in order

for a workplace to be safe, you must ensure

that risks to health and safety are managed

appropriately. Firstly, you must identify any

hazards, and then if possible eliminate the

hazards. In the case that it is not possible to

eliminate the hazards or risks, actions should be

taken in order to minimise them. (WorkCover

NSW, 2011).

Within the WorkCover code of practice, is the

process of risk management (figure 1). Step 1

requires the hazards to be identified, then to

assess any risks, or if already known, continue

to controlling the risks and then review the control measures that have been

implemented.

Health and Safety Concerns

Our event will be held in the Sydney Town Hall building. It has its own public liability

insurance for the venue, as well as employees with first aid certificates and first aid

equipment throughout the venue. In the case of an emergency, there is an evacuation

plan, emergency warning systems and fire detection and protection systems in the

venue. There are sufficient amenities for guests, with toilets throughout the building and

wheelchair access to the venue (The Council of the City of Sydney, 2013).

In addition to the venues Work Health and Safety (WHS) provisions, further hazards

must be identified and the event holders must assess the risks involved. Security must

also be brought in for the event, assuring that all patrons are safe.

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Hygiene is also an important factor of this event, as hand and foot treatments will be

carried out. Trained OPI nail specialists must ensure that all beauty treatment equipment

is clean and sterilized to prevent any health issues to attendees like infections.

Hazard – Alcohol

Level of risk: Medium

How could this could occur?

Patrons at the event will (if over 18) be drinking alcohol as served complementary by

wait staff.

Who might be harmed?

Patrons may be served too much alcohol, resulting in drunken, violent behaviour or

sickness. This can cause harm to both the drinker and OPI who must follow the

responsible service of alcohol.

Patrons under the age of 18 may be served alcohol, which is illegal under the liquor act

of 1992.

What is already being done?

Wait staff will be qualified with their Responsible Service of Alcohol (RSA) certificate,

determining when someone has begun to have enough to drink and preventing any

future service of alcohol to such patrons.

What further action is necessary?

Patrons under the age of 18 must wear a wristband that indicates they are not allowed to

be served alcohol. Security must prevent patrons who are intoxicated from causing harm

to others, or from attempting to drink after being refused by wait staff.

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Hazard – Manual Handling



Crew will be hired to set up and pack up the venue. They will be required to move heavy

equipment in this process.


Injury may be caused to the set-up crew in the process of handling heavy equipment,

most likely back pain. According to WorkCover NSW (2011) “overexertion or repetitive

movement can cause muscular strain.”

These injuries may be at the fault of the organisation holding the event, who potentially

would have to pay insurance for the accident.


The hired crew will be trained in handling heavy items previous to the day.


If an employee believes that lifting a certain object will be too difficult or could cause

them harm, they must tell the manager, who will work out an effective solution that is

safe to all workers.

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Hazard – Gravity



Objects erected for the event may fall, people at the event may slip on the floor or trip

over power cords.


People at the event may be hurt by falling objects from above, which were not safely

attached. Patrons slipping on the floor or tripping on power cords could cause injury to

themselves like broken bones, concussions or in severe cases death.


Employees will be told to be safety conscious when constructing stage equipment for the

Lana Del Rey performance. Wait staff must be conscious of any liquids that are spilt on

the floor and must immediately take actions to remove the spill.


Any equipment at the venue must be regularly checked for safety so as to assure

nothing will fall or break. Faulty equipment must be replaced prior to the event.

Power cords must be placed out of the way of where patrons will be walking, and in the

case of necessary cords on the floor, coloured tape must be placed on them so as to

assure they will not move and catch on peoples feet.

OPI beauty therapists must be conscious of any spills during foot treatments, and dry

them immediately to prevent injury.

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Operational Planning Venue Maps & Plans:

Venue address: 483 George St,

Sydney NSW 2000

The map location of the venue will be

printed on the back of the exclusive

invitation sent to guests.

Logistics & Schedules:

The event will be held at an existing venue, therefore equipment such as the stage,

tables and chairs will already be provided and set up by the staff at Town hall. The only

additional equipment needed for set up will be the portable pamper/spa booths. Hired

staff will do this set up the night before the event. A run sheet will be written by the event

coordinator and then handed out to all staff on the day of the event at the briefing to

assist us in maintaining a smooth and sufficient schedule. To also ensure we are running

on time.

Services:

Main services including power, water and bathroom facilities will be available at the

event location and will not be required to be outsourced.

Transport:

As this is a small day-time event transport requirements are minimal, guests will be

required to make their own way to the event and back. The event will be located in

Sydney's CBD, conveniently opposite to Town Hall train station. This was one of the

reasons why we chose the Town Hall location to hold our event.

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Catering:

The food will be prepared and cooked fresh by the chefs at Town Hall on the event

morning at the event location. Therefore an external catering company will not be

required. Wait staff will be employed from Stedman’s hospitality agency to serve the food

and champagne.

Our menu will be an appetiser styled menu, with vegetarian options available.

The menu will consist of:

-Spring rolls with sweet and sour dipping sauce

-Mini sushi

-Tomato bruschetta

-Cheese & spinach triangles

-Mini gourmet beef burgers

-Satay chicken skewers

-Prawn Canapés

There will also be a chocolate fondue fountain on site, available for self service for

guests to dip skewered strawberries and marshmallows in.

Beverages will include:

Moet & Chandon champagne will be the only alcoholic beverage served at the event, as

they are our event sponsor. Served in champagne glasses provided by Town Hall.

Non-alcoholic beverages will consist of bottled sparkling water and orange juice as well

as soft drinks (coke, diet coke and sprite cans).

Waste & environmental planning:

Any empty champagne glasses will be collected by wait staff, then washed and re used.

There will be rubbish bins on site. Any empty bottles and cans will be recycled. The

hospitality manager will try to minimise food wastage as much as possible, by ordering

the correct amount of food needed.

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Cleaning:

As the event is not a large event, cleaning will be minimal. Cleaning will be taken care of

by the Town Hall management staff. However wait staff will clean up any empty

champagne glasses and empty cans or bottles lying around during the event. We will

ensure that any equipment brought such as the portable pamper/spa booths and audio

material used by the artist performing will be removed from the event site, after the event

concludes.

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Event Promotion VIP Competition advertising

For our event we will be advertising our competition through social media, in particular

Twitter where people can win invitations to our event. We will also distribute our media

kit to our distribution list (see appendix A) in order to spread information about our event

to encourage public awareness of our competition.

Our media kit will include:

− Media Release

− Media Alert

− Invitation

− Brochure

− Website

Invitations will then be sent our to our competition winners for entry to our VIP event.

These invitations will be sent through the mail after receiving address details of winners.

(See appendix C for media kit)

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Event Staging

Theme & Décor

The theme will be inspired by the roaring 20’s era and

Luhrmann’s the Great Gatsby film, filled with sophistication and

elegance. The art deco era was all about glitz, glamour and

luxury as evident in the film. The use of geometric shapes

combined with rich colours created a decadent style. The

prestigious town hall is the perfect venue for this great Gatsby

themes spa day decked out in luxurious red seating, art deco

feature wall, chandelier, marble columns, timber flooring and gold

detailing throughout the venue space. In addition to the theme the

decorations featured at the event will include fancy royal arm

chairs, red roses in the stone bath water of the foot spa as well as

luxurious lamp shades, pillows and extravagant vintage mirrors,

as seen below.

Seating & Layout

There will be no allocated seating however, guests will either be

occupied at the spa / pamper booths, eating appetizers or

watching Lana Del Rey’s live performance. There will be seating

scattered around the venue (luxurious red seating). The floor plan

is seen below

Lighting, Entertainment & Props

OPI wants guests to feel like they are at J Gatsby’s mansion, treated like 1920’s royalty,

we will achieve this through the décor, entertainment, music, props and lighting featured

at the event. Entertainment will include the stunning ‘Young and Beautiful’ singer Lana

Del Rey and a 1920’s inspired swing band. Props will include a red carpet and feather

bowers for guests on arrival.

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Staffing General manager

− In house manager provided by The Town Hall Building - This manager allows the

event manager to speak to someone who is familiar with the venue.

− External complains

− Has their Senior first aid certificate up to date.

− Management of Lana Del Rey performance.

Venue staff

− All have training in the emergency evacuation exit.

− Report to the general manager.

− Organise and control lighting and sound for the stage.

Events manager

− First point of contact for all head managers from the different teams on the day.

− Providing leadership and motivation and team support.

− Planning the arrangements for all entertainment

− Planning room layout

− Overseeing the dismantling and removal of the event and clearing the venue

efficiently in the time allocated.

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OPI Staff

− Will report back to the events manager with update’s or issues

− In charge of all beauty treatments for the event and the health safety of all guest

receiving treatment.

Hospitality Manager

− In charge of all wait staff and catering staff.

− First point of contact for all issues for food, beverages and staff.

− Make sure that all food and beverages are being service responsibly.

− Coordinating and selecting food caterers.

− In charge of food disposal at end of event.

− Organise legal contracts.

Wait staff/ Hostess

− Outstanding customer service

− Making sure all guest are happy by servicing and maintaining food throughout the

event.

− Hostess will meet and greet guests upon arrival and leaving.

Entertainment

− Will be subcontracted

− Provide swing band music for entertainment.

− Provide Entertainment and music.

Security

− Manage entry, making everyone has a invite to the event.

− Eject inappropriate and disorderly patrons

− Maintain a safe and comfortable environment for guests

− Make sure everyone leaves at the end of the event.

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Safety & Security Safety of Event Audience and Staff

− To ensure employers and staff are not exposed to hazards they must maintain a

safe working environment

General duties include:

− Safe work practices

− Staff briefing prior to the event

− supervision of all staff by management

− risk assessment for staff and guests

− incidents should be reported to event supervisor

Security on premises

− All security guards working at the event must carry their security licence and

appropriate liability insurance

− Accreditation badges must be worn at all times by security guards and ensure

they are visible to the guests and staff in the event of a risk

− x 2 Security guards will be on site at the event

Equipment and cash

− Staff must be trained about the procedures relating to cash handling –

− All Equipment should be safely secured to prevent injuries

− All sales will be handled at the colour bar register, EFTPOS will be available

− Proper lifting techniques must be acknowledged when lifting heavy equipment

− Alcoholic beverages must be safely handled to avoid spillage and risks

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Emergency Access and management

− Emergency exists must be acknowledged and visible at all times to staff security

and guests in case of an emergency

− Microphone should be used to reduce chaos in case of an emergency for

communication purposes.

First Aid

− Prior to the event, staff should be properly trained to provide first aid assistance

− At the briefing emphasis duty of care should be focused on particularly. (See risk

assessment for more information).

− Health and safety issues and accidents must be reported to the supervisor

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Spectator Management

Signage

As this is a small exclusive event signage around town won't be needed. Also the fact

that the event is held central to Sydney's CBD, an easy location with majority of guests

already familiar with this location signage will be very minimal.

The only signage featured at the event will be:

− The sign 'OPI's Great Gatsby Spa Day' which will be on a stand outside the

entrance door of the event.

− A banner hanging down from the ceiling, 'OPI's Great Gatsby Spa Day' featured

inside the event space, so guests will see it once they walk in.

− Signage for all the event sponsors, their logo will be featured against the wall.

− Safety signs are already present at Townhall. The night before the event staff will

ensure they are visible. These signs include toilet, exit and emergency fire.

Admission control

− There will only be 50 guests in attendance, at the door there will be one staff

member who will tick each guests name off the list.

− The guest must present their exclusive invitation on arrival to be allowed entry

into the event.

− There will also be security guard at the door, who will have the right to check

guest’s bags once the event concludes.

− All staff will be briefed on their role for the event as well as risk management and

general guidelines prior to the event.

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Contingency plan

− If any guests have any requests from guests on the event day they must be

reported to the event supervisor.

− All staff must attend the briefing and be familiar with their role on event day.

− In case of an emergency situation all meeting points will need to identified.

− The only possible risk will be guests who drink excessively and become

disorderly, if this is the case the guest will be told to leave the premises and

escorted by security.

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Event Evaluation This event will take guests back in time to the roaring twenties, with the theme of 'glitz

and glam', guests will be pampered like 1920's royalty. In order to achieve this the

coming together of all the components as mentioned in the event promotional plan will

be crucial, these include marketing, sponsorship, management (financial, risk and

spectator), safety and security and operational planning. If each component works

effectively this will ensure that the event runs smoothly and will prove to be a success.

The event will celebrate the product launch for OPI's new collection of Great Gatsby

inspired nail polishes as well as further promote the already successful OPI brand to new

potential customers of the Australian public.

Overall, the OPI Great Gatsby Spa Day event will assist us in achieving our aims and

objectives, listed below:

Aims:

1. To raise brand awareness for the new OPI nail polish range

Through the use of media, especially social media. With the use of event related

hashtags such as #opispaday on Instagram and Twitter prior to the event and once the

event concludes. Photos from the event on the official OPI Facebook and Instagram

page and a feature article of the OPI Great Gatsby OPI spa day in Cosmopolitan

magazine.

2. To increase product sales for OPI

There will be a OPI colour bar at the event selling the new OPI Great Gatsby nail polish

collection as well as other OPI products.

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Objectives:

1. Launch the new OPI nail polish collection

Guests in attendance will be the first in Australia to see and purchase the new Great

Gatsby themed nail polish collection. This reveals the exclusiveness of the event.

2. Boost social media reach by 10%

The event and the competition will be highly promoted on social media, therefore it is

expected that followers on both Instagram and Twitter will increase as well as the

number of 'likes' on Facebook.

3. Donate 10% of profits made on the day to the national breast cancer foundation

OPI is pleased to announce the National Breast Cancer Foundation as a partner for the

Great Gatsby OPI spa day event, with 10% of all profits made on the day going to the

foundation. Having a public speaker at the event from the foundation will raise greater

awareness for breast cancer itself. This foundation was greatly suited to our event as our

target market is women.

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References

Blog.euromonitor.com,. (2012). Nail Polish Brings New Affordable Luxury - Analyst

Insight from Euromonitor International. Retrieved 7 May 2014, from

http://blog.euromonitor.com/2012/04/nail-polish-brings-new-affordable-luxury.html

Margaret Gee’s Media Guide (2007) Retrieved May 10, 2014 from

http://live.crowncontent.com.au.ezproxy.uws.edu.au/mediaguide/mg/search.html

The Council of the City of Sydney,. (2013). Sydney town hall risk managment fact sheet

(2nd ed.). Sydney, NSW. Retrieved from

http://www.sydneytownhall.com.au/documents/14112013

Van der Wagen, L., & White, L. (2010). Events management: For tourism, cultural,

business and sporting events (4th ed.). Frenchs Forest, Australia: Pearson

WorkCover NSW. (2011). How to manage work health and safety risks. Gosford, NSW:

WorkCover Publications. Retrieved from

http://www.workcover.nsw.gov.au/formspublications/publications/Documents/how-

manage-work-health-safety-risks-code-of-practice-3565.pdf

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Appendix Appendix A – Distribution List

First Name Surname Name of Media Outlet

Position Email

Edwina McCann Vogue Australia Editor in Chief [email protected] Fiona Legdin InStyle Australia Publisher [email protected] Kellie Hush Harper’s Bazaar Editor [email protected] Jo Walker Frankie Magazine Editor [email protected] Kirsten Rowlingstone The Iconic Editor [email protected] Cherie Herrmann Beauty Heaven Beauty Writer [email protected] Sara Smith ELLE Australia Senior

Fashion Editor [email protected]

Anna Gordon Pacific Magazines Deputy Editor [email protected] Sarah Bowing The Intermedia

Group Pty Ltd Managing Editor

[email protected]

Sophia Wang Professional Beauty Beauty and Online Journalist

[email protected]

Roxy Jacenko Sweaty Betty Founder & Director of Sweaty Betty Public Relations

[email protected]

Mackenzie Dixon Fairfax Media Journalist, Editor

[email protected]

Melissa Emerson Missy Co. Journalist, Editor

[email protected]

Zoe Foster Bauer Media Limited

Author, Columnist

[email protected]

Kate Spies Cosmopolitan Online Producer

[email protected]

Hayley Hughs Fashion Hayley Blogger [email protected] Margaret Zhang Shine By Three Blogger [email protected] Geneva Vanderzeil A Pair and a Spare Blogger [email protected] Zanita Morgan Zanita Blogger [email protected] Kirby Hughs Style Hunter Editor [email protected] Scott Fitzsimmons The Music Editor [email protected] Amy Simmons Blunt Editor [email protected] Nicholas Jones Tone Deaf Editor [email protected] Anton Ballard Forte Publisher [email protected] Erin Moy Groupie Magazine Managing

Editor [email protected]

Ashley Rose This is Ashley Rose Blogger [email protected] Jess Dempsey What Would Karl

Do Blogger [email protected]

Lauren Brain The Cut and Paste Blogger [email protected]

Christina Wang Beautyholics

Anonymous Blogger [email protected]

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Nikki Parkinson Styling You Blogger [email protected] Zara Wong Vogue Australia Content

Producer [email protected]

Natalie Babic OK Magazine Editorial/ Lifestyle Assistant

[email protected]

Xiaohan Shen Zssat Street Fashion

Blogger [email protected]

Lachie Aird Rip It Up Fahsion Editor [email protected] Billy Russell Pages Digital Music Content

Manager [email protected]

Lizzie Herbert Fine Music Magazine

Editor [email protected]

Rohan Williams Festival Channel Editor [email protected] Alex Abela Triple M Sydney Music Director [email protected] Hugh Knight Organ Music

Society of Sydney Inc.

President [email protected]

Peter Vincent The Sydney Morning Herald

National Music Editor

[email protected]

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Appendix B – Primary Research Survey (i)

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(ii)

36

(iii)

37

(iv)

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Appendix C – Media Kit FOR IMMEDIATE RELEASE: OPI Products Inc. will be hosting a Great Gatsby themed Girls Spa Day for VIP competition winners! It will be held on Saturday 6th September, 2014 from 12pm-4pm at the Town Hall Building to launch their new Great Gatsby inspired nail polish collection. There will be a select group of invites for 25 VIP’s and a friend who win our competition. On Twitter, they must say in 140 characters or less, what they would name one of our new nail polishes from the Great Gatsby range, and why. This will be promoted online through our social media pages (Facebook, Twitter, Instagram,)

At the event, there will be OPI nail specialists, who are qualified beauticians from OPI to do the mani-pedi’s. There will also be wait staff to serve champagne and appetisers and security staff for the event. Singer/songwriter Lana Del Rey will make a guest appearance and perform at the event, singing her new song ‘Young and Beautiful’ which is featured in the Great Gatsby Film.

The OPI company is putting on the event to promote their new nail polish range. It is being sponsored by Moet & Chandon, The Great Gatsby film (following their movie being screened in cinemas) and Cosmopolitan Magazine. A promoter of the event is the National Breast Cancer Foundation (to raise awareness of breast cancer and encourage donations).

We are running this event to launch a great new range of OPI nail polishes that promote the Great Gatsby movie, incorporating its 1920’s theme and style, to depict elegance, luxury and grandeur. We will also be able to possibly raise funds for the National Breast Cancer Foundation, who is promoting our event through donations and a percentage of our profits made on the day through product sales.

OPI Products Inc. are a company in the professional beauty industry dedicated to producing high-quality products all around the world.

“We are thrilled to be sponsoring the OPI event, which should be a spectacular day for all,“ said Stéphane Baschiera, President And CEO of Moët & Chandon.

“It is great to see the theme and style of The Great Gatsby to be incorporated into such a great product,“ said Baz Luhrmann, Director of The Great Gatsby.

“OPI is a great supporter of the National Breast Cancer Foundation and we are very grateful for their efforts in raising funds for this organisation,“ Said Janelle Hail, Founder of the National Breast Cancer Foundation.

“OPI shows girls they can always bring back a bit of glamour and the Great Gatsby range and the event should be very exciting!” said Brownywn McCahon, Editor in Chief of Cosmopolitan Australia.

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Invitation

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Brochure

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Media Alert

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Website

The website for the Great Gatsby Spa day will be www.opispaday.com.au.

When guests visit the website, Lana Del Rey’s single, ‘Young and Beautiful’ begins to

play. The websites colour theme will be predominately black, gold and white with a hint

of purple. The website will be titled OPI’s Great Gatsby Spa Day. The Great Gatsby

trailor will also be featured on the website. The website will allow contestants and guests

to keep up to do date with any information regarding the event, competition and the soon

be released Great Gatsby OPI nail polish collection.

The website will be a simple layout with the following tabs, each tab will have the

following content:

-HOME:

An example is shown below.

-WIN:

The link for this tab will be www.opispa/competition.com.au (as advertised in the

newsletter).

This section will list out all the competition details (for twitter) and the terms and

conditions.

-SOCIAL MEDIA:

This section will consist of a link to each of our official social media pages (Facebook,

Twitter and Instagram). As well as the official Great Gatsby Spa Day Facebook event

page.

-ABOUT:

Will include contact details, including a telephone number and email address.

-PARTNERS AND SPONSORS:

Their logos will be attached as below.

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Example of home page:

event-promotional-plan.pdf - WordPress.com

Documents

Transcript of event-promotional-plan.pdf - WordPress.com