ESTABLISH AND MANAGE

EFFECTIVE STRATEGIC
PLANNING

By;
Muhammad Hanis Rahim
Nadrul Syahida Bt Mohd Roslan
 INTRODUCTION
 Originally introduced in 1987
 Objectives: (1) To commemorate Flora (Flo) Hyman, a
former U.S. Olympic Volleyball team member. (2) A long-
standing advocate for girls and women in sports, who
passed away unexpectedly in 1986.
 Specific event management activities: volunteer
recruitment and organization, facility planning, promotion
and risk management.
 EVENT STRATEGIC PLANNING

 According to Thompson (1997), strategic planning

process is about determining the current situation faced
by the event, the strategic options available to event
manager AND the mechanism for implementing the
chosen strategies.
 This process takes place of the purpose, vision and
mission of the event.
 STRATEGIC PLANNING
PROCESS
(a) Establishment of event purpose, vision and mission
statements
PURPOSE ;
 provide sufficient direction and focus
 For event that are more complex and involve many stakeholders,
such as large public events, it can be beneficial to reflect more
deeply on the event purpose.

VISION ;
 According to Thompson (1997), vision usually describe what the
events seek to become and to achieve in long term future
 Those who are involved with the event should understood the vision.
 Example;
Event : Sydney Gay and Lesbian Mardi Gras
Vision : Achieve equality and social acceptance
 Cont…
MISSION ;
 Broad the task that the event organization has set for itself
 Indicate organization conducting the event
 Fulfill the vision statement
 Example;
Event : Cherry Creek Arts Festival, Colorado
Vision : Create access to a broad array of arts experiences.
 Cont..
(b) Development of event goals and objectives

GOAL
 provide event direction and focus.
 useful when the event is complex and involves many stakeholders.
 provide direction to those who engaged in Event organization
 Example;
Event : Greek Orthodox Folk Dance Festival
Goals : To bring people together in Orthodox Christian Fellowship
Objective : Achieve highest participation for this event

OBJECTIVE
 more detail and it help in evaluate event progress, despitefully make
sure there are in line with event goal.
 allowed them to assess what aspects of their planning have
succeeded or failed.
 Cont..
5 criteria that can be applied to establishment of the objective
by the acronym SMART:

 Specific
 Measurable
 Agreeable
 Realistic
 Time specific
 Cont..
(c) Conduct of situation analysis

 SWOT analysis
 Strength & Weaknesses : Events internal factor. Ex; Examine PEST
analysis, access the quality of event, event reputation, the size of
event
 Opportunities & Threats : External environment and have potential
to impact on events. Ex.; Event programming, target market, when to
do the event
 Cont..

(d) Identification of strategy options

Growth Strategy
 Make the events bigger than previous event in case of similar event.
But getting criticism when the quality of event was decrease by
increasing the number of event size / component
 However growth strategy may be appropriate if historical data suggest
there is a growing demand for the typed of event planned, or getting
increase of revenue

Consolidation or Stability Strategy

 In certain condition it may appropriate to adopt consolidation strategy
that is maintaining a number of event attendance at a given level
 High demand has greater pricing freedom.
 Cont..

Retrenchment strategy
 By looking at environmental condition it may suggest that suitable
strategy is to reduce the scale of event BUT add value to its existing
components
 Ex; exhibition may remove a seminar program and focus for the core
aspect of the exhibition

Combination Strategy
 Includes more than one element by using combination of two strategy
in one event
 Such as adopted consolidation and growth strategy in one event
 Cont..
(e) Evaluation and selection of a strategy

Criteria of evaluation and selection strategy;

Appropriateness / Suitability
 Strategies should complement each other and consistent with the
environment, resources and values of the event organization.

Acceptability / Desirability
 capable of achieving events objectives on environment condition
and not to overlook the potential risks involved in the strategy

Feasibility
 feasible by consider the availability of resources (ex. Human
resource, finance)
 meet key success factor (ex. Quality of event, level of service)
 Cont..

(f) Development of operational plans

 Operational plans are needed in achieving objective which have set

and implement the selecting strategy.
 Should be flexible in order to facing any changes.

(g) Control System

 make sure that event progress in line with goal and objective which
have set for the event.
 If facing any problem during event progress, immediate action
should be taken to solve a problem.
 IMPLEMENTATION OF STRATEGIC PLAN &
ASSOCIATED OPERATIONAL PLANS

 Refinements : Any changes could be done

 Problem Solving : Any problem occurred have to be settled
immediately
 Information Collection In Line with needs of evaluation: Any
information during event progress have to record and keep it for
evaluation purpose and as references on the future.

FEEDBACK

 Are important in determine either the event success or failure.

 It will give positive impact on future event by identifies what is the
most suitable strategy which will use on further event in term of
human resources, finance, marketing, administration and logistic.
 INITIAL PLANNING
The successful event planning for NGWSD event are:

• Choose a date and select an appropriate facility

• Recruit planning-team members and volunteers

• Systematically prepare event-planning activities

 INITIAL PLANNING
 Choosing a date
- schedule it to coordinate with and capitalize on
associated local, regional, and national events,
activities and promotion.
- to creative and plan activities that will make the
event exciting, engaging, and fun.
 INITIAL PLANNING
 Selecting a facility:
- finding and reserving a multi-use facility is critical

- facility can accommodate several different sports

and activities at the same time

- factor to consider in choosing a facility is participant

capacity
 INITIAL PLANNING
 Systematically prepare event-planning activities
- associated with organization and management,
promotion, and risk management
MANAGING SPECIAL EVENTS
 Tips to save your headaches:
- forming a working or resource group of
representatives of existing events.
- prepared a special events contact list
- use a letter of understanding to spell out all
provisions the permit holder must meet
- description of event permit requirement
 TYPOLOGY OF VOLUNTEERS
A CASE STUDY ON CHERRY CREEK ARTS
FESTIVAL

1.0 Cherry Creek Arts Festival

 is Colorado signature cultural event and juried arts festival

2.0 Retention
 this festival encourages volunteers to remain ‘connected’ to the
event by involving them in event preparation.
 Volunteer need their own committees / organization for connection
in upward movement
 To ensure volunteers are effectively managed, there have one
committee to monitors volunteer food services and ensures
volunteers are in the right place and the right time.
 Cont..
3.0 Recruitment
 While efforts at volunteers retention have been very successful,
there is still the need to maintain a number of volunteers
 A ‘Get involved with art’ volunteer recruitment are announce on
radio and television. The details information and registration form
are included in newspaper and websites in making recruitment
process becoming easier.

4.0 Benefits
 There are various of food and beverages provided for volunteers
such give meals per day, supply tea and pastries at the morning,
provided cold water throughout the event
 The festival also offers a discount on all event merchandise and a
complimentary T-shirt.
 Cont..

5.0 Training
 Volunteers are frontline of the festival, so their performance is a key
criterion by which patrons evaluate the festival.
 Event training is conducted before the festival to familiarize
themselves with their respective tasks.
 A training handbook for volunteers has been distributed

6.0 Appreciation
 Appreciation must be frequent, meaningful and from the heart to
maintain a number of volunteers.
 PROMOTION
 Event promotion – various channel of media to used for
promotion
 Early marketing involves city and state proclamations
 Flyers distribution contains of information of the event ie:
date, time, venue
 Market segments – to whom should the flyers be
distributed
 PROMOTION
 Distribution – where should be distributed, within
university, private schools, residents
 Promotion via online or website. Information technology
is another platform to promote or market example social
networking like facebook, twitter and You-tube
 Press release or press conference- to ensure that
information to public are correct and genuine
 Press release thru local newspapers, radio and
newspaper
 Creating T-shirt to promote the event indirectly
 ON-SITE MANAGEMENT AND
ONGOING PROMOTION

A high level of organization is needed in order to successfully this

number of participants in a save and efficient manner

 registration consideration
- offers both pre-registration and on-site registration for
participants
- assigning girls to activities and determining their
schedule is a critical aspect of the registration process
- the registration form includes the details about the
event activities (figure 1)
The Registration Form Includes The
Details About The Event
 ON-SITE MANAGEMENT AND
ONGOING PROMOTION

 event rotation
- girls are organized into their respective session
- activities are listed on their name tags in session order,
they know what they will be doing
- the second session is announced and the girls are led
to their next event
- this process is repeated three times, last event they will
return to the main gym
EVENT ROTATION (DIAGRAM)
Main gym

Opening remarks

First clinic session

Move to first activities (location)

Participant back

Second session

After last event

(return to the main gym)
 THE EVENT PLANNING
PROCESS
external marketing
environment customer demand budgeting
Partnership
Feasibilit Aims & Implementat
Idea Implementat
y Objective ion
proposal ion plan
study s requirement

internal environment Corporate plan resources availability logistics

Future Monitoring &
practice evaluation

During and after

event
Figure 2 : the event planning process
Risk Management
 What is Risk Management?

• Good management practice

• Process steps that enable improvement
in decision making
• A logical and systematic approach
• Identifying opportunities
• Avoiding or minimizing losses
 What is Risk Management?

logical and systematic method of

identifying, analyzing, treating and
monitoring the risks involved in any
activity or process.

a methodology that helps managers

make best use of their available
resources

Most obvious risks is injury to participants

 How to manage risk?

 All key people, including board members,

management and volunteers should be
involved in every step of the risk
management process.
 To make the process easier, break the risk
manangement process into achievable steps
 Basic RM process

Establish the context

Identify the risks

Analyze the risks

Evaluate the risks

Treat the risks

‘Risk’ is dynamic and subject to constant
change, so the process includes
continuing:

Monitoring and review

and

Communication & consultation

Minimize & Manage Participants injuries

 Essential to have leaders who are

experience and qualified.
 Asses the risks and special
consideration for each sport and
activities
 Coordinate with legal counsel and create
a participants waiver that release from
liability those who organize, promote
and sponsor the events
‘Risk’ is dynamic and subject to constant
change, so the process includes
continuing:

Monitoring and review

and

Communication & consultation

Minimize & Manage Participants injuries

 Essential to have leaders who are

experience and qualified.
 Asses the risks and special
consideration for each sport and
activities
 Coordinate with legal counsel and create
a participants waiver that release from
liability those who organize, promote
and sponsor the events
 CONCLUSION

 A NGWSD event provides and opportunity for: students, faculty,

staff
 As a result, it will promote and engage in:
• meaningful education-based
• Community connected service-learning
 REFERENCE
 CONDUCTING A SUCCESSFUL
NATIONAL GIRLS AND WOMAN IN
SPORT DAY EVENT
KAREN M APPLEBY, CYNTHIA LEE A PEMBERTON
JOURNAL OF PHUSICAL EDUCATION, RECREATION & DANCE;
FEB 2010; 81, 2; PROQUEST EDUCATION JOURNALS