Contents

Exclusive summary……………………………………………………………4
Profile of the company…………………………………………………………5
Project profiles……………………………………………………………………6
Events Objectives……………………………………………………………….7
Scope of the work ……………………………………………………………..7
Stakeholders………………………………………………………………………8
Site/ Venue*1……………………………………………………………………..13
Resource required………………………………………………………………9
Sales and marketing…………………………………………………………….9
Budget*4…………………………………………………………………………..16
Control management……………………………………………………………10
Schedule on the night…………………………………………………………….11
Environmental impact…………………………………………………………11
Appendices …………………………………………………………………….12

Executive Summary
Modus Vivendi is a health-wellbeing consumer show. It focuses on four major aspects which are food, health, lifestyle and fitness. Our plan is to make £76,533 profit from sponsorships, tickets sales and shell sales. Our main sponsors are Holland&Barrett, Health&Fitness Magazine, Natural Products and Natural Health Services. The show’s target audience is 25 to 50 years old ABC1 house-wives with Children who are interested in living healthier and have disposable income, and tourists. We are going to use internet and print media to reach our target audience by promoting our convenient and special event at the Business Design Centre, at the unique time at the beginning of September which is just after the London 2012 Olympics, with a suitable ticket price of £10. We are also going to get health product samples from the exhibitors for our clients, offering different exercise activities, and cooking demonstrations. Moreover, we list possible risks and how we are going to evaluate it.

Profile of the Event Company:
Modus Vivendi is a brand new and refreshing events company providing health and wellness solutions for employer groups, insured groups, and individuals in the UK. The company’s solutions educate, assist, and motivate users to engage in healthy behaviours. It offers support and extensive reporting services. However, the company was founded in 2012 with no previous experience of hosting a health event and no position in the local market. It has excellent quality staff and hopes to increase its market size in the next few years. It is based in London. Modus Vivendi is such an agency. It serves its clients as a trusted ally, providing them with the loyalty of a business partner, and making sure that all the stakeholders have what they need to run their businesses as well as possible, with maximum efficiency and reliability. Modus Vivendi is a privately-held corporation owned by six partners, including a project manager Giannis, one accountant Laura, two operation managers Danny and Sandu, two marketing managers Cecilia and George. All of them are active participants in management decisions.

Project partners and profiles
Visitors, Exhibitors and Sponsors
Our visitors are London residents and tourists age over 20 and have amount of income who is interested in health food, health beauty, health fitness and diet. Our exhibitors are one stop shop to everything related to health and a healthy diet (organic food shops, healthy restaurants, fitness center, nutrition shops). Our marketing team putting our visitors first, understand their needs, and ensure to reach them by use all sorts of media, including leaflets, brochures, merchandising and social media. They ensure the venue is filled with stand and stand sales target are met. The team plan to give appropriate marketing opportunities for our sponsors to our audience.
Venue, Staff and Media
The BDC is regularly used for various events and exhibitions. It has 2000sq metres of floor space, various conference halls and lots of freedom in decoration and entertainment. It located and experienced of hosting similar events. Our risk department ensure the venue electricity supply, fire and first medical emergency aid, access for disability all work well during the event run. The project team focuses on create a fun environment and pay our staff fairly as it is their labour that will contribute greatly to our success. Moreover, the team will build a rapport with the media as the promotion of the event is what will attract our customers. If we do not advertise correctly we could end up not selling any tickets.
Upper Street Events
The Upper Street Events office has the experiences in host B2B and B2C events, can gives feel and marketing advice. Our project department believe there are potential in it by we creates value for visitors, exhibitors and sponsors.

Events specification
Description
Modus Vivendi is a health, beauty, fitness and wellbeing event for men and women. It has fitness or dance classes, healthy cooking demonstrations, health advice, plan an exciting travel adventure and the ways to get in shape and health. It will have a wide product assortment and makes sure consumers have enough to see. Also it will be inspirational, fun and interactive, while at the same time being laid out clearly and logically. It is hosted by a team, which are passionate on trying out all manner of health treatments. The event will be held at the Business Design centre in Islington which is easily accessible and contains a free specials parking area. The place will be designed to two different shells 9m2 and 20m2 , and to drive by sales per square metre. The show will take place in September which is just after the 2012 London Olympics. The ticket price charge will be at £10 per person which is quite competitive.
There is an increased trend of healthy lifestyles and more people are introducing healthy foods into their lifestyle. Organic and health foods started slowly in specific shops and today they are sold widely in most supermarkets. We are also seeing markets selling organic products. Since the demand is increasing, more and more producers would like to introduce their products and increase their production. Therefore there will be a high demand of participants and this is strong evidence that we will have a high occupancy in our stands sold and at a good yield rate. In addition, visitors will increase since this is an interesting concept and tickets sold will reach high numbers with good revenue. There is a lack of strong competition at the moment in this particular market. Exhibitions held are not at the highest standards and in not many numbers, therefore this will give us the competitive advantage to yield better revenues and create loyalty for our next exhibition.

Objectives 1. To turn into Modus Vivendi which is creates value for exhibitors, visitors and sponsors during the event (e.g. exhibitors find new customers; visitors find products either for their own personal use, or as gifts). 2. To build relationship with our stakeholders, media, sponsors, etc. project partner within and after the event. 3. To generate £765,325 revenue after the event. 4. To generate customers database both exhibitors and visitors for subsequent event marketing & PR use after the event. 5. To build Modus Vivendi ‘brand’ awareness during and after the show. 6. To raise awareness in exercise, healthier eat style and cooking after the show by maximize core target audience (25 to 50 years old ABC1 house-wives with Children), and extend the appeal to reach new audiences.

Scope of Work
From the design, plan execution and closure of project, we ensure the smooth running of all aspect implementation
Marketing
Promotional, publicity, PR, media relation and tickets reach to target audients is going to be committed by our marketing team via various methods and PR strategies ( e.g. running tele-faxing software, cold calling, invitation, press releases and media advertising etc.) Invitations send out to targeted exhibitors participants, which range from corporate organizations, sponsors and entrepreneurs, private owners and retailers etc.
Stand shell, system set up, design, decoration
Develop theme and concept to flow of event, risk evaluation, management, logistic will given the utmost care and attention (prepared electricians and security staff for first aid, fire and emergency crisis, disabilities and safety access, transport routes and parking checking).
Engineering, technical and additional exhibitors requirements
We will carry out engineering technical and additional exhibitors requirement for their sub or mini-event, which include backdrop, stage sets, speakers preparation etc. tailored accordingly towards their needs.)
Terms and conditions
The work commences upon the signing of the agreement between Modus Vivendi and Business Design Centre together with a deposit amounting 50% of the overall project cost. The remaining 50% is to the paid latest 2 weeks before the start of event.
Modus Vivendi reserves the right not to commence the project until the deposit is paid and the agreement is signed.

Site/venue assessment
BDC’s venue is very convenient for travel from different locations. There are various public transport routes to the venue as well as a car park at the venue and just up the road from the event. It is regularly used for various events and exhibitions. Meaning it has experience of hosting similar events. In addition, it provides most of the equipment of the stalls including construction within its cost. Furthermore, there are lots of freedom in decoration and entertainment.

Resources required:
*1Space:
BDC will be used to host team meeting events taking place and for bringing media on site.
Equipment
We list all the equipment and delivery channels we plan to use and what additional equipment or supplies are needed for specific tasks. Making sure they are all available for the event run (eg: Audio, entertainment equipment, fax machine)
People
We believe our team can take their part of responsibility effectively. We also will hire some professional staff that we need. In addition, we will have Contracts and memorandums of agreement with service providers and technical tasks (e.g., media newswire, automated phone menus). Moreover, we will invite health experts to our show giving tips on health. Technological AV support We have thought about all the technological support the event needs to reach our customers. (eg: news pages, links to other sites, online registration/payments, intranet, images/ videos)

Sales and Marketing plans 1. To achieve the volume of ticket sale 180,000 No within the next 4 months
2. To generate 3,000 new enquires each month to create hype
3. To achieve at least 140 exhibiter contracts before the show take place.
4. To sale a minimum of 10,000 tickets for the during Olympics.
5. To achieve £ 765,325 Revenue in the first show.
6. To contract with at least 4 stakeholders (Natural Products, Holland&Barrett, Health Fitness, National Health Services) .
7. To generate awareness of the event & brand amongst at least 40% of the target audience in the first two months (age 25-50).
Promotional schedule*5

Budget *4

Control management

Market Analysis Modus Vivendi focuses on making the event as a one stop shop for lifestyle Choices to the consumers that attend, mainly local markets, small events as it is the first show we host, with special focus on the events success.
Market Segmentation we focus on Over 20 ABCs adults who are interested in heath and well-living.
Industry Analysis we result three competitors Vitality show, Mind body spirit festival and National Organic show.
Venue chooses conceded a place hosted similar events, accessible, parking.
Risk management we evaluate the risks from finance, marketing, site and media.
Marketing strategies we used 7Ps and promotional tools to our implement schedule
Ticket distribution will be selected electronically and physically.
Details of organizational structure* in the appendices.

Schedule on the night*2
We will provide clear communication regarding time, schedules, checklists and runsheets. Each of these will be constructed around each sub-team’s requirements. Within this, we will create task responsibility charts, whereby charts will be created to show each team and their individual targets that they need to achieve for the exhibition.

Environmentally friendly and sustainability
Modus Vivendi group have great pride in providing a quality service to our clients whilst limiting the carbon footprint that our events leave behind. In order to do this: * All catering plates, cups and glasses must be recycled. No waste under any circumstances. * Drinks and food to be served in one time use paper cups, to save packaging. Include our exhibitor’s products (yogurt, food packages) * Separate recycling bins for attendees to use at all catered functions, registration, and especially on the exhibit floor. * All handouts to be printed on two sides using post-consumer recycled paper, or better still, provide all handouts afterwards online. * Recycled-content promotional products when deciding on pens, bags, shirts and caps. * Ask the venue staff to turn down the heat/air conditioning during the day as it not going to be very hot or cold. * Make sure do not leave any food and drinks package in the venue in the exhibition end. Encourage our visitors use public transports.

Appendices

*1Place:BDC
Location

Floor plan

*2Organizational structure

*3Schedule on the night

*4Promotional Schedule 2012 | JUN | JUL | AUG | SEP | 1.Website | Weeks 5-8 | Weeks 9-12 | Weeks 13-16 | Weeks 17-20 | 2. Viral& guerrilla marketing | Weeks 5-8 | | | | 3. industry Website | Weeks 5-8 | Weeks 9-12 | Weeks 13-16 | Weeks 17-20 | 4.health magazines | | Weeks 9-12 | Weeks 13-16 | | 5. poster & pinners | Weeks 7-8 | Weeks 9-12 | Weeks 13-14 | | trans media | | Weeks 9-12 | Weeks 13-14 | Weeks 17-20 | 6. Newspaper | | | Weeks 13-16 | Weeks 17-20 | 7. local radio station | | | Week 14 | | 8. Invitation. | | | Weeks 13-14 | | 9. Fliers | | | Week 16 | Weeks 17-20 |

*5Budget

Budget for Exhibition | | | 140 exhibitors | 18,000 attendees | | £ | | | | REVENUE | | | | | Stand Sales | 515,750 | | | | Ticket Sales | 180,000 | | | | Sponsorship | 68,575 | | | | | | | | | TOTAL | 765,325 | | | | | | | | | EXPENSES | | | | | Venue hire & ops | 459,195 | | | | Promotion | 114,798 | | | | Registration/Box Office | 45,919 | | | | Show guide | 30,613 | | | | Online costs | 38,267 | | | | | | | | | TOTAL | 688,792 | | | | | | | | | NET PROFIT | 76,533 | | | | | | | | | | | | | |

*6Exhibitors and shell charge

| | | | | | 140 stands – 117 shell stands (9m2) | | | | | | 23 space only stands (20m2) | | | | | | Shell stands - £350 per m2 - £368,550 | | | | | | Space only stands - £320 per m2 - £147,200 | | | | | | TOTAL STAND REVENUE - £515,750 | | | | | | | | | | | |

*7Promotion spending and No of attendees are exterminated  | Volume of people/size of audience | Total Cost | 1.Website | 17,000 | £5,000 | 2.Viral & Guerilla marketing | 12,000 | £2,000 | 3.Industry Websites | 18,000 | £5,000 | 4.Health magazines | 23,000 | £10,000 | 5.Poster | 13,000 | £20,000 | 6.Transmedia | 32,000 | £30,000 | 7.Newspaper | 21,000 | £20,000 | 8.Local radio station | 10,000 | £5,100 | 9.Invitation | 10,000 | £7,698 | 10.Flyers | 23,000 | £10,000 | TOTAL | | £114,798 |