NAME: RHEMA
OKONOBOH
COURSE : EVENT
MANAGMENT
EVENT MANAGEMENT
FINAL PROJECT
Planning
Idea and Concept
The concept is to have a fashion exhibition themed “Bling Lagosians”
featuring a ten-piece capsule collection inspired by ten statement pieces from
Swarovski and Swarovski crystals. The Ten-piece collection would be
designed by one of Nigerias foremost designers Lisa Folawiyo who is famous
for using local techniques and fabrics to design fabulous pieces for the
uptown city girl. She gives a modern and fresh twist to cultural elements like
local tie and dye fabrics aka ‘adire’ and African wax print popularly known
as ‘Ankara’. Lisa Folawiyo designs for some of the wealthiest and influential
people in Nigeria making her signature pieces a must have for the 1% of
lagos richest women.
On the 14th of March 2020, by 7:00pm the 50 guests would be gathered at
ALARA, the first afrocentric luxury concept store at the heart of Victoria
Island lagos. Fashion influencers, press and other distinguished guests would
be among the few exclusively invited to a very private viewing of the
collection specially designed for this occasion. The ten models would be
strategically placed around the store wearing the Lisa Folawiyos design and
the statement pieces from Swarovski.
Champagne and light refreshments would be served as guest move around to
interact with the exhibition with light music played by the house Dj. The
whole event would be aired on instagram live for Swarovski, Lisa Folawiyo
and the Alara store to spark up instant conversation across all social media
platforms.
Timing and deadlines
Task
Date
Time
Feed back and
action plan
Briefing and meeting with Lisa
Folawiyo
10/01/2020
2:00 pm
Follow up meeting
and design approvals
First design review with Lisa
Folawiyo
24/1/2020
10:00 am
Contact the
modelling agency
with measurements
to book the models
Meeting with Alara event team
3/02/202
12:00pm
Waiting on invoice for
the venue, food and
drinks
Brief with digital marketing team
14/02/2020
11:00 am
Waiting on invoice
and marketing
schedule for the
event
Design presentation of the invites
14/02/2020
2:00 pm
Waiting on clients
feed back to be
effected and final
invoice
Review marketing schedule with the 15/2/2020
client and the digital marketing
team
10:00 am
Final adjustments to
be reviewed in next
meeting
Invite design Approvals
15/02/2020
1:00pm
Contact logistics
company for
invitation card and
gift set delivery
Model fitting with Lisa Folawiyo
15/02/2020
4:00pm
Change two of the
models and send
them back to Lisa
also audition two
extra models for
backup
Final approval for marketing
schedule
19/02/2020
12:00pm
Send final Marketing
schedule to clients
Send out Invitations and gift sets
20/02/2020
10:00 am
Send all invites out
Venue design and menu approval
with Alara team, Oracle experience
and clients
22/02/2020
10:00 am
Makes changes ti the
champagne selection
Second design review with Lisa
Folawiyo and clients
24/02/2020
12:00pm
Follow up with
modelling agency to
confirm final models.
All designs approved
Meeting with media companies and
press
26/02/2020
12:00pm
Collect invoices and
make down
payments
Start of pre advertising campaign
1/3/2020
10:00 am
Rehearsals
12/3/2020
10:00 am
Attendance
The event is scheduled to be very exclusive with a guest list of just 50.The
guest list of 50 will consist of 20 top fashion influencers, top 10 Lisa Folawiyo
clients, top 10 Alara clients, journalists and bloggers alongside Swarovski
executives.
Venue Selection
The event would be held at the Nok By Alara store the first Afrocentric
Luxury concept store in the heart of Victoria Island Lagos. This would be the
perfect venue for the event concept which is fusion of African culture and
Luxury Lifestyle.
Vendor Selection
The food and drinks would be provided by the Nok By Alara restaurant and
music would by their in house DJ while decorations and props would be
done by ‘Oracle experience’ Nigerias finest experiential marketing company.
Budget
Item
Amount ($)
supplier
quantity
Venue, food and
music
7,000
ALARA
Champagne
1,400
Drinks in lagos
30 bottles
Models
2,000
Elite Models
10
Lisa Folawiyo
Dresses
5000
Lisa Folawiyo
10
Electronic Invites
700
Oracle
Experience
50
Decorations and
props
2,000
Oracle
Experience
Logistics and
transportation
300
Media Coverage
1,400
Total
19,800
multiple
5
Promotion
Marketing Action
A. Identify customer characteristics and target audience: The targeted
customer is from the upper middle to upper class. The rage of the
demographical is from 20 years and above. Products and gifts for highly
sophisticated men and women looking to add sparkle to their daily life.
B. State your Objective : The aim of the event is to raise awareness for the
Swarovski store launch in Lagos, Nigeria. Launching with an indigenous
brand would also foster better cultural acceptance to wards Nigerian
customers. It also aims to show diverse use of Swarovski crystals from
fabric embellishment to nails and shoes and bags to actual jewelries that
can be purchased in the store.
C. Marketing strategy : Social media campaigns for ten days using the
events tag “ Bling Lagosians”. Special Swarovski invitations gift set given
to invited guests alongside the e-invite for the event. Print adds and
special advertisement on Local fashion blogs counting down to the event
to create buzz and curiosity.
D. Predicted effectiveness: The tag “bling lagosians” trending two days, on
the day of the event and days after.
E. Potential cost: $12,000
Advertising
1.
Event announcement : Two weeks to the event; adds begin to run on bill
boards to announce the event ahead of time. A black screen appears
2.
3.
4.
5.
followed by a tall model dressed in a long dramatic wax print ball gown
fully bedazzled oil Swarovski crystals. She walks to the end of the run
way, bends to the camera and puts her finger against her lips as though
to say “shh” like you do before telling a secret then she winks and the
screen goes blank again with a dramatic flash showing “SWAROVSKI X
LISA FOLAWIYO”. This creates mystery and buzz about the possibilities
of the event. This also promotes conversations.
Campaign Proper: The campaign would begin across all social media
and Bloggs 10 days to the event to ride on the buzz created by the bill
board adds. With a little more information like the theme of the event.
All 40 invited guests get their Swarovski treasure box for the event.
Containing the program of events, the card pass and souvenirs
beautifully covered in Swarovski crystals and as these celebrities begin to
post, the event trends and this fuels the buzz about this mystery special
event.
Pre- Event Campaign: This involves printed adds in fashion magazines
and premium news papers 3 days to the event. This would be a picture
of the Model from the bill board add with the magnificent ball gown in
African wax print fully jewelled in Swarovski crystals with the tag line “
Swarovski meets the Bling Lagosians” …3 days to go.
Event Day: The whole event would be shared on instagram live and
facebook live of Swarovski Nigerias original page and Lisa Folawiyos
page. Highlights from the preparation of the venue, models and the
whole events can be shown to create anticipation. The event guessed are
asked to tag #Theblinglagosians #swarovskixlisafolawiyo and
#swarovskiinlagos in order to promote activity and conversation on
social media.
Post event : Professional Pictures of the 10 exhibit dresses would be
released to the public from the press to social media and blogs. Also all
media houses would her published the event on their sites. Bill board
campaigns will run for one more week now with information on the
various showing times for the re run of the event on Ebony life Tv. A
lifestyle and fashion station on Nigerian cable. The would be the official
media partner for the event.
Media Coverage
The event would be shown live on official social media pages of both
Swarovski and Lisa Folawiyo. Also live on Ebony Life tv a Luxury live style
and fashion Channel on Nigerian cable and DSTV. Pictures from the Red
carpet would be posted on blog and the sites of all the invited press. The
event would also benefit from the millions of followers of the 40 celebrities
invited.
Timeline
Advertising Task
Duration (Days)
Strat Date
End Date
Event Announcement
14 days
1/03/2020
14/03/2020
Campaign Proper
10 days
4/03/2020
14/03/2020
Pre-Event Campaign
3 days
11/03/2020
14/03/2020
Event Day Proper
1 Day
14/03/2020
14/03/2020
Post Event Campaign
7 Days
15/03/2020
22/03/2020
At Event
Plan Experience:
The event is scheduled to start by 7:00pm with guests arriving at the red
carpet from 6:30 pm all guests are checked in at the door and ushered to be
served drinks and light refreshments which should be abundant through out
the evening . Models would walk out as rehearsed by 8:00 pm to their
respective positions where guests can walk around to have a better view in
true exhibition style. There would be short remarks by the business
development manager of Swarovski, The Executive Director of polo and the
designer Lisa Folawiyo. The event would closed at 9:00 pm after pictures and
dancing. The whole event would be aired live on Instagram and Facebook .
Schedule and times:
Item
Start
Duration
End
Arrival of Guest and
red carpet
6:30
30 minutes
7:00
Welcome refreshments
and cocktails
7:05
40 minutes
7:45
Opening remarks by
BDM of Swarovski
7:50
5 minutes
7:55
Models Runway show
8:00
20 minutes
8:20
Designers Remark by
Lisa Folawiyo
8:25
5 minutes
8:30
Exhibition time
8:35
15 minutes
8:50
Closing Remarks by
the ED of Polo Ltd
8:55
5 minutes
9:00
Crisis Plan
•
•
•
•
Back up generators for power failures
Two Back up models were hired
5 minutes buffer time between items on the program to avoid delays
Use different recording devices for the inter gram and facebook live`
After Event
The day after the event the team gathers with the vendors to settle accounts
and balances shortly after the marketing team meets to review picture and
videos of the outfits and models to approve the official pictures and videos
for media platforms and the press. Plans on how to mention and control the
narrative of the events and review objectives to ensure we are on track and
the event was successful.
Event Breakdown
The event was well attended with just two expected guests in absence.
One model was sick but there was a backup
The run way was magical
The 5 minutes buffer times during items helped to keep the event right on
schedule
• Over 500 thousand view on instagram and facebook live
• All guests were present to the end of the event
•
•
•
•
Survey and Analytics
The event was aired live on the official instagram pages of Swarovski, Lisa
Folawiyo and Polo Limited respectively.
There were a lot more views on Instagram than facebook live
Instagram Statistics
Swarovski : 248,119 Viewers
Lisa Folawiyo : 80,509 Viewers
Polo Limited : 203,425 viewers
Facebook Statistics :
Swarovski : 4,129 Viewers
Lisa Folawiyo : 509 Viewers
Polo Limited : 203 viewers
Feed Back
Both clients and guests were pleased with the event and pictures from the
event have gone viral.
Refine and Adjust
• Budget reconciliations and balance payments to vendors
• Send thank you notes to guests that attended
• Collect professional photographs for the media team for post events media
plan
• Media team to control the narrative of online reactions towards the
objectives of the event