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Proposal 20for 20charity 20event 202a 140215052754 Phpapp02
Proposal 20for 20charity 20event 202a 140215052754 Phpapp02
Proposal 20for 20charity 20event 202a 140215052754 Phpapp02
Preface
In phase two, the block Managing an Outlet challenges the students to organise a real life charity
event next to running different outlets of Hotelschool The Hague. The goal is to raise at least 500
Euros for a good cause.
After forming groups of maximum 15 persons, the first step was to create a bid book containing an
extensive event concept.
During the first team meeting, decisions regarding which kind of charity organisation and event had to
be made. Subsequently it was essential to select a core management team of three individuals and
divide the group into several departments (F&B, Rooms Division, Entertainment, Decoration, Finance
and Law, Marketing and Communication and Accountability) with certain assigned tasks. However,
each team member is aware that the key is communication and the continuously exchange of
information.
In week one on Thursday before 17h00 the event proposal has to be handed in and on Friday the
event concept will be presented to the Executive Committee in order to convince them of the projects'
feasibility.
After approval, the team is obliged to hand in an event script by 17h00 on Thursday of week 5. In case
of a GO, the team is allowed to execute the event in week seven.
In week nine the team needs to ensure aftercare, submit an evaluation report and hold a defense.
In order to develop the following Bid Book the team members attended all lectures given and
contacted several charity organisations and possible sponsors. If the feasibility of this proposal is
going to be approved by the Executive Committee, the event team will progress with the organisation
of Move for Syria.
Table of Contents
1.
Executive Summary
The team started off brainstorming ideas regarding the charity event, the team focused on finding a
suitable charity to fundraise for.
UNICEF was chosen as the preferred charity organization to fundraise for due to the suffering war
victims (children) in Syria. The decision was made based on UNICEFs wide international network and
recognition.
The team shared ideas to develop an event called Move for Syria which will be creative, fun, feasible,
but also successful enough to maximize profit for UNICEF.
An evening full of varied dance performances from Latin to Hip Hop, fantastic music (with DJ), great
food and beverages, as well as exciting raffle prices, was designed to ensure an unforgettable night of
entertainment for all attendees, for a significant cause: making a difference in the lives of Syrian war
victims.
The event is designed for at least 100 guests, whom will be invited to let themselves go on the dance
floor and indulge themselves with delicious food and beverages. Adults aged 20-45 who are
enthusiastic for social activities, such as; dancing, is the target market which the team based the event
on.
The team also carefully took into consideration how the event should be marketed in order to attract
sufficient attendees. Flyers, personal interaction as well as social media will be used as promotional
mediums.
In addition, special promotional events such as a flashmob will be held in the city centre of the Hague
to attract more attention. Tickets will be available on sale from a range of locations such as gyms and
schools, and online.
To ensure the success of the event, the team has devised plans to avoid probable risks that may
occur, and also have proper safety and security measures in place.
Funding for the event will be provided by sponsors Sushi & Grill Kokusai, Stielstra en partners, Vitaal
Leefstijlcoaching, and Mr. van Gils, who are generous to make this event possible.
Putting all aspects into perspective, the team believes that Move for Syria, will provide both excitement
and joy to attendees as well as the necessary revenue for UNICEF to aid Syrian war victims in order to
make a significant impact on their lives.
1.
1.1.
UNICEF is an organisation with its main purpose to stand up for the rights of children all over the
world. It was founded in December 1946 after World War II by the United Nations with the intention to
provide food, clothing and health care to the European children. In 1953, UNICEF became a
permanent part of the United Nations and started a successful global campaign against yaws;
disfiguring disease affecting millions of children, and one that can be cured with penicillin. A few years
later (1959), the United Nations General Assembly adopted the Declaration of the Rights of the Child,
which defines childrens right to protection, education, health care, shelter and good nutrition. In 1965,
UNICEF was awarded with the Nobel Peace Prize For the promotion of brotherhood among nations.
Now-a-days, UNICEF is present in 190 countries, known as the worlds leading advocate for children.
Its headquarters is located in New York City, U.S. and its Dutch department is located in Voorburg,
The Netherlands.
UNICEF is supported entirely by voluntary funds. Governments contribute two thirds of their resources;
private groups and about six million individual donors contribute the rest through their National
Committees. A 36-member Executive Board guides and monitors all of UNICEFs work. They establish
policies, approve programmes and decide on administrative and financial plans and budgets.
Members are elected by the United Nations Economic and Social Council, usually for three-year
terms.
UNICEF Nederland has a flat organisation structure, led by General Manager Jan Bouke Wijbrandi
and Operational Manager Ingrid Visscher. They are supported by a management team and staff
officers with a total of 90 paid employees. A Supervisory Board, which consists of eight members, is
responsible for the supervising of the policy implementation, the executive team and its daily business.
UNICEF is reachable by phone (088 444 96 66) from Monday to Friday 8.30 21.00 and on Saturday
from 10.00 15.00. Visits are allowed when an appointment is made at Jacob van den Eyndestraat 73
2274XA Voorburg (UNICEF 2014)
1.2.
We chose UNICEF due to their great awareness throughout the world, their goal to help and support
children all over the world and their launched projects such as helping the child victims in Syria.
One important fact is that UNICEF is granted with the Centraal Bureau Fondsenwerving mark that
ensures that a charity is not using more than 25% of the donated money for own purposes such as
costs. Besides that, we have a contact person Linda Seif who is responsible for Finance controlling
and willing to assist us during our event planning. Another important advantage is the assurance of
how the donations will be used.
1.3.
UNICEF has around 1248 partners worldwide and 11 partners in the Netherlands, such as; ING, IKEA,
H&M and Starwood. Their Dutch office is located in Voorburg, only 20 min away from the centre of The
Hague. UNICEF Nederland has 10 Celebrities as Ambassador, those are:
Nicolette van Dam
Ranomi Kromowidjojo
Paul van Vliet
Monique van de Ven
Trijntje Oosterhuis
Jrgen Raymann
Claudia de Breij
Renate Verbaan
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2.
2.1.
Together with UNICEF Nederland, we will organise a dance event called Move for Syria. At this
moment the crisis in the Syrian Arab Republic is well into its third year, and the daily headlines focus
on military clashes and political efforts to resolve the crisis, however, the world must not forget the
human realities at stake. The risk of losing a generation in Syria grows with every day that the situation
deteriorates, while the progress made for Syrian children in previous years is undone. UNICEF and its
partners are committed to keeping Syrian children from becoming a lost generation. Critical efforts
are being made to minimize the impact of the crisis on children including in the life-saving areas of
health, nutrition, immunization, water and sanitation, as well as in the future of children, through
education and child protection. (Unicef 2014)
th
By supporting UNICEF, we have created this event that will take place Friday the 28 of March at
Grand-Caf Rootz (which can accommodate around 250 people) in The Hague between 20.00
00.00. A minimum of 100 guests is predicted for this event. People will be triggered by the dance
performances, Raffle prices, the location and the goal of the event which is to maximize enough profit
for UNICEF to help the children in Syria.
2.2.
Target Group
In order to raise a profitable charity event, a specific target market has been chosen. People, aged
between 20-45 years old, well-situated, middle-class income,
singles or couples which regularly participate in social
activities.
This target group is considered to be outgoing and wanting to
be part of a community. They want to participate in social
activities and are actually willing to pay money for that.
During the event, the focus will be lying on physical activities.
The day of the event, being a Friday is a day of release for the
target group and the opportunity to get away from work and to
blow off steam after the working week.
2.3.
The event will be hosted at Grand-Caf Rootz, located in the city centre of The Hague. This GrandCaf is well known by the target group and is easy reachable by bike and public transport (Tram 2, 3,
4, 6 and Bus 25). It is also located next to a city parking (kalvermarkt 32G) that offers 354 parking
spots with a rate of 1 Euros per 15 min with a maximum rate of 30 Euros per day. The Rootz provides
space for 175 people on the first floor and 100 on the ground floor. The authentic set-up creates a
perfect ambience to hold a nice dance event. (The Rootz 2014)
th
The event will be held on Friday the 28 of March 2014 and will start at 20.00 and end around 22.30.
19.30-20.00
20.00-20.10
20.15-20.25
20.45-20.55
21.15-21.25
21.30-21.35
21.45-22.20
22.20-22.30
Welcome
Opening and speech
st
1 performance
nd
2 performance
rd
3 performance
Fund raising update
Raffle with prices and dance performances by the audience
Acknowledgements and final performance by team members
During the event and between the performances, music will be played by the DJ and finger food will be
provided. There will be the opportunity to network, donate and most importantly, dance!
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2.4.
Entertainment
When the guest arrives at the event, a welcome drink with one raffle ticket will be provided (buying
more raffle tickets will be possible). There will be three dance performances during the evening (Latin,
Hiphop and breakdance). Between the performances, a DJ will be responsible for the music which will
be a mix of different styles.
Later in the evening, a raffle will be held where the guests can win amazing prices such as
complimentary stays at hotels or free dinners at restaurants; however a dance performance on stage
could be a winning price as well.
The keynote speaker will be Joanna (Evenement manager UNICEF) that will inform people about the
project of UNICEF and what is going to happen with the raised funds.
2.5.
As the event will take place after dinner time only light food will be served during the entire evening.
List of food:
Sushi
Mini sausage sandwiches
Mini cheese sandwiches
The sushi will be provided by a sponsor and the canaps will be purchased by a wholesaler and
prepared by the event team.
List of drinks:
Prosecco as a welcome drink
Water
Cola
Fruit cocktails
Orange juice
Pineapple juice
Grapefruit juice
Beer
Red and white wine
Prices
The sushi as well as the canaps and finger food will be provided by sponsors.
The canaps which will be offered and purchased at the following price;
Fine food mini
worstenbroodjes
Fine food mini
kaasbroodjes
Fine food
saucijzebroodjes
12 pieces
12 pieces
12 pieces
1,49 single
price
1,49 single
price
1,49 single
price
5 packages
(60 pieces)
5 packages
(60 pieces)
5 packages
(60 pieces)
7,45
7,45
7,45
Regarding the drinks, the event team is still negotiating with a potential sponsor called Nick Theurer
who is the key Account Manager at Brown Foreman.
The event team is still considering contacting the Sligro in order to negotiate about sponsoring finger
food in order to save the above mentioned costs.
Prices for drinks will be as follows:
Water 0,5l
0,50
Cola 0,33l
1,50
Fruit Cocktail
2,00
Orange juice 0,2l
1,00
Pineapple juice 0,2l
1,00
Grapefruit juice 0,2l
1,00
12
Beer 0,33 l
Wine 0,2l
1,50
2,00
Depending on the venue, drinks might be provided by the venue so that the event team will receive a
certain percentage of beverage sales.
The food will be served in a manner of flying buffets, which means that five people will serve the
snacks on trays and walk around during the evening.
Welcome drinks such as a glass of prosecco, water or orange juice are included in the ticket price and
will be served in form of a flying buffet in the begin of the event. There will be a bar which will provide
the guests with drinks during the event.
2.6.
(tripadvisor, 2014)
2.7.
While organizing an event, safety and security measures need to be taken beforehand. The following
steps will be taken to assure a safe and secure set up for the Move for Syria event.
Access into the location:
Entry and exit areas need to be easily accessible and locatable to everyone and especially to
a large crowd of people. This will be done by clearing the exit/entrance area from obstacles
(e.g. furniture, tools) and have people in charge which guide the guests inside and outside the
location.
Prior to the event, fire prevention material will be checked upon expiry dates, sufficiency in
amount according to set rules for the chosen venue.
Prior to the event, the emergency lights and common lightning, as well as the emergency
signage will be checked.
Prior to the event, the stage and platforms will be checked and observed throughout the event.
Prior to the event, personal protective equipment will be determined by the trained team in
order to assure security while e.g. setting up the stage, critical incidents during the event etc.
First aid equipment and trained staff will be present during the event in case of critical
incidents.
Hygenic materials will be provided in bathrooms, e.g. handsoap, towels, toilet paper etc.
2.8.
In order to reach the target group, we are going to promote the event using communication tools, for
instance personal promotion, internet and visual promotion. Furthermore, we will draw the attention on
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the event using places and methods that are in the daily use of the target group, such as gyms,
dancing schools etc.
By setting up a marketing plan, we can draw out a precise set-up of when we are using what tool and
keep a clear overview of the prices and progress. When selecting each marketing intermediaries, a
relationship between the target market and the actual event will need to be drawn. For example, we
will promote in gyms, dancing schools and colleges such as Haagse Hogeschool and hotelschool The
Hague.
The link between the event and the guests will be made by the following parties:
Gym and dancing schools - disturber
Embassies
Fellow students
Haagse Hogeschool
Venue
Via Social media, stakeholders will be informed about the goals, targets, objectives of our current
progress with regards to the fund raising, we will draw attention on our Facebook page and with that
tool create awareness about the event and the charity organisation.
In order to create awareness and knowledge about the charity event, we are planning to use the
following advertising methods:
Events: A Flashmob in the city centre of the Hague and at Hotelschool The Hague will be
organized to draw attention on the upcoming event.
Print: Posters will be hanged up in gyms, dancing schools etc. Banners promoting the event
will be hanged up in Hotelschool The Hague and Haagse Hotelschool in order to dramatically
catch the attention of the target group. By adding a free drink coupon per person to the flyers,
they will be kept by people and raise the interest of joining the event.
Newspaper: The goal is to be published in Agenda-sections of Newspapers to increase
awareness of the event.
Sales of the tickets:
Personal ticket sales by the team at HTH and Haagse Hotelschool
Ticket sales at the gym and dancing schools while promoting the event.
Aim to sell tickets online to increase the availability and easiness of buying them.
2.9.
Sponsors
The group will target the sponsors in regards to those that can help with money or help with providing
tangibles that can support the event. They will receive a visit by one of the team members. This will
allow personal contact and discuss all open-ended questions, and benefits that the team can offer the
sponsors. Sponsors will be constantly updated of the progress of the event and two tickets will be
provided to the sponsors to join the event.
Sponsor
Offer
Amount
Stielstra en partners
Money
100 euro
accountants en adviseurs
Kokusai Restaurant, Alkmaar Food
500 euro
Vitaal Leefstijlcoaching
Money
50 euro
Mr. van Gils
Money
50 euro
Rootz
Venue
Sligro
Food
A reward system has been created:
Sponsored Money
0 - 50 euro
50 - 100 euro
100 - 150 euro
150 - 200 euro
200 - 300 euro
Reward
On the flyer
On the poster & flyer
On the poster, ticket & flyer
On the poster, ticket, flyer & banner
All of the above and mentioned at the event
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For aftercare sponsors will receive a thank you card with a personal signature and message from all
team members.
2.10. Finance
Estimated Revenue & Costs
Revenue
Amt Sold
Price
Revenue
Raffle Tickets
150
150
Tickets
100
700
Sponsors
860
Beverages
Total Revenue
0
1710
Costs
Venue
150
Beverages
60
Food
500
Decorations
50
10
Security Fees
100
Raffle Tickets
185
Tickets (bracelets)
15
Total Cost
1075
PROFIT
635
The above table shows the estimated revenue and costs that we expect to incur. We have based the
costs of decorations, security fees, promotion and tickets on price indications from various websites
and price suggested from the team network.
For example we will provide each dancers 2 drinks of choice as compensation and the equipment will
be provided by one of the team members. The 500 Euros of food will be sponsored, as explained in
part 2.9.
Also, we expect the venue to sponsor but keep the revenue from drinks for their selves. We are busy
finding sponsors for the welcoming drinks.
We have based the current estimated ticket sales price on the opinion of our team members. As they
were all willing to pay up to 10 Euros, however, the price per ticket is currently set as 7 Euro. The
actual market research will be done in week 2.
(Online Printers, 2014).
(Polsbandjesfabriek, 2014).
(Roxy Security, 2014).
Worst Case Scenario
Revenue
Amt Sold
Price
Total Revenue
Raffle Tickets
50
50
Tickets
60
420
Sponsors
Beverages
650
0
Total Revenue
0
1120
Costs
15
Venue
300
Beverages
60
Food
600
Decorations
50
25
Security Fees
150
Raffle Tickets
15
200
Tickets (bracelets)
15
Total Cost
1415
Profit
-295
In the worst case scenario, we would only be able to sell 60 tickets and 50 of the attendants buy one
raffle ticket per person. At this moment we already know we will get 150 Euros from sponsors and 500
Euros food sponsoring.
In the worst case, we will be suffering from a loss. In the case of if the venue does not sponsor the rent
and also want to keep all the money made from beverages sales. As for the costs, we took some extra
unexpected expenses into consideration compared to the estimated costs.
Best Case
Revenue
Amt Sold
Price
Revenue
Raffle Tickets
300
300
Tickets
150
1050
600
Sponsors
Beverages 10%
1000
Total Revenue
120
2470
Costs
Venue
150
F&B
50
Decorations
25
Security Fees
Raffle Tickets
30
Tickets (bracelets)
15
Total Cost
275
PROFIT
2195
In the best case scenario, we will be able to sell 150 tickets and all attendants will buy at least two
raffle tickets. For this scenario, we have estimated that we would get 140 Euros more sponsor money
than we already have at this moment. In the best case, the venue will sponsor us by letting us use
their venue for free, including the security and also give us 10% of the beverage revenue. For the
other costs, we have estimated the lowest costs possible.
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17
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3.
The team consists of 14 highly motivated students who are eager to organise an amazing event in
order to raise at least 500 Euros for the charity organisation UNICEF.
Every individual contributes resources and expertise to achieve the best possible outcome.
3.1.
Education level:
Certificates:
Work experience:
Current position:
3.2.
Malika Wertz
Education level:
Hotelschool The Hague (BBA.HM) | Berufsschule
Kaufmnnische Richtung
Certificates:
Diplom Hotelfachfrau
Work experience:
Current position:
3.3.
Tobias Siegel
Education:
Gymnasium Munich
Certificate:
Munich
Work experience:
Current position:
19
3.4.
Joyce Tap
Education:
Certificate:
Work experience:
Current position:
3.5.
Education:
Certificate:
Work experience:
Current position:
20
3.6.
Xiaohui Hu
Education:
Certificate:
Work experience:
None
Current position:
Student Hotelschool The Hague | Part-time waitress at Sushi & Grill KOKUSAI
Alkmaar
3.7.
Henry Mach
Education:
Work experience:
Current position:
3.8.
Kaitlyn Ortiz
Education:
Work experience:
None
Current position:
3.9.
Maartje Eenhoorn
Education:
Work experience:
Current position:
21
21 | Karachi, Pakistan
Education:
Qatar)
Work experience:
Current position:
19 | Eupen, Belgium
Education:
Experience:
Current position:
19 | Aberdeen, Scotland
Education:
Certificates:
Experience:
Airshow Gala Dinner Event at Meydan Hotel Dubai, organizing staff and
serving drinks at the VIP bar.
Hotel Arts Barcelona, F&B Trainee in the casual breakfast/lunch/dinner
restaurant, Bites, and as runner and chef de rang in the two Michelin star
restaurant, Enoteca.
Worked as substitute teacher assistant at Dubai American Academy
Current position:
22
References
Online Printers. (2014).
Productconfiguratie.
Available: http://www.onlineprinters.nl/Flyers,-DIN-A7.htm?websale8=diedruckerei.06aa&pi=PFLA744&ci=001807.
Last accessed 13th Feb 2014.
Polsbandjesfabriek. (2014).
Prijzen.
Available: http://www.polsbandjesfabriek.nl/polsbandjes/prijzen.
Last accessed 13th Feb 2014.
Roxy Security. (2014).
Tarieven.
Available: http://www.roxysecurity.nl/tarieven.
Last accessed 13th Feb 2014.
The Rootz, 2014.
Cafe - Restaurant Rootz.
Available at: http://www.rootz.nl/index.php
[Accessed February 12, 2014].
tripadvisor. 2014.
tripadvisor. [ONLINE]
Available at: http://media-cdn.tripadvisor.com/media/photo-s/04/01/bf/d5/chicoleo.jpg.
[Accessed 13 February 14].
Unicef, 2014.
Help de kinderen in Syri.
Available at: http://www.unicef.nl/wat-doet-unicef/noodhulp/syrie/#
[Accessed February 12, 2014].
UNICEF, 2014.
UNICEF - About UNICEF: Who we are - Who we are.
Available at: http://www.unicef.org/about/who/index_introduction.html
[Accessed February 12, 2014].
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