Table of Content

I. PROCESS 1: PRE- EVENT ............................................................... 1

1. OVERVIEW................................................................................ 1

2. EVENT DESCRIPTION .............................................................. 2

3. EVENT MANAGEMENT ............................................................ 3

4. APPROVALS AND CONSULTATION:....................................... 6

5. SWOT ANALYSIS....................................................................... 6

6. TIMELINE.................................................................................. 7

7. TICKET AND PRICE PROGRAM .............................................. 8

8. ADVERTISING & PROMOTION................................................ 8

9. MEDIA ACTIVITIES .................................................................14

10. BUDGET .................................................................................18

11. RISK MANAGEMENT............................................................19

12. PRE-EVENT STAFFING.........................................................20

II. PROCESS 2: ON THE DAY ..........................................................22

1. EVENT STAGING......................................................................22

2. AGENDA....................................................................................22

3. ON THE DAY STAFFING. .........................................................24

4. F&B ...........................................................................................26

III. PROCESS 3: AFTER EVENT........................................................26

1. EVENT EVALUATION..............................................................26

2. EVENT FEEDBACK ..................................................................28

3. THANK YOU LETTER..............................................................28

4. GROUP EVALUATION FORM..................................................30

I. PROCESS 1: PRE- EVENT

OVERVIEW

a. Organizer

Organizer of student at NIIE:

- Vo Tan Khai – 2100007854

- Do Huu Nghia – 2100001804

- Vo Phu Quy – 2100005258

- Do Quang Vo – 2100001907

- Ngô Minh Triết – 2100007452

- Mai Xuân Đức – 2200007226

- Nguyen Huynh Nhat Xuan – 2000000769

- Nguyen Vu Hoang Thien – 2000004532

- Vo Thi Thanh Phuong – 2000003227

b. Logo

EVENT DESCRIPTION

a. Event name

- Sự kiện ra mắt của Apple: Iphone thế hệ mới – Iphone 16

 b. Target audience

Age group: from 25 - 40

Gender: All of genders.

Emotional Drivers

Find out what matters to customers and craft messages that touch their emotions so
they can experience smart product features.
Understanding the elements that drive consumer purchase decisions enables you to
create effective marketing strategies.
Customers can use products to assist them address challenges in their personal,
professional, and academic lives. Create compelling stories that evoke client empathy.

Diverse patterns and colors, so buyers have numerous options.

c. Objective

Highlight distinguishing features: Display the features that set the iPhone 16 apart
from prior competitors.
Attract the audience's attention via presentations and performances.
Create buzz: Use media and social media to build excitement and expectation.
Boost sales by promoting pre-orders and first-time purchases with unique deals.
Increase interactions on social networks by placing adverts.

S.M.A.R.T Objective

1. Increase social media engagements and the likes and shares of new product launch
postings by 20% during the first 24 hours.
2. Receive at least 10,000 pre-orders during the first week of launch.
3. Calculate SMART and ensure that the goals are specified, measurable, attainable,
and relevant, with a clear deadline.
4.SMART: Increase the number of subscribers to get new product information on the
website by 15% within one month of product introduction by using email, marketing,
and online advertising campaigns.

d. Main timeline

- Event starts date/s: One-Day Event, September 2024.

(September 20th, 2024 - Friday).

- Event end date/s: September 20th, 2024.

- Event starts at time: 08:00 AM.

- Event ends at time: 9:00 PM.

e. Event organizer contact details

- Vo Tan Khai – 0909010102 – Leader of team

- Email:

SWOT ANALYSIS

a. Strengths:

Owned, produced, and developed by Apple Corporation, the world's most valuable
company.
Easy to use, uniform UI.
The iOS operating system is continuously updated.
Strong security capabilities.
b. Weakness:
Battery - Higher selling price compared to comparable phones, especially at launch.
The distribution system is insufficient: Apple products are only available in huge
stores in major nations.

c. Opportunities:
Vietnam's smartphone market has significant potential. The Prime Minister has
authorized the "National Digital Transformation Program to 2025 with orientation to
2030".
Vietnamese people have a strong interest in new and pricey technology. - They spend
a significant amount of time online.
d. Threats:
Market rivalry from other events: Many other event organizations arrange comparable
events, thereby reducing interest.
Legal Issues: Must adhere to state legal requirements, as well as safety and security
standards governing event management.
There may be unfavorable reactions to event participants, as well as dangers in the
event planning process.

TICKET AND PRICE PROGRAM

ADVERTISING AND PROMOTION

The following marketing initiatives are anticipated:

Create a Facebook social networking page to attract and entice visitors to the event's
fanpage. Advertise the latest release of Apple devices, including the iPhone 16 and
other items running Apple's iOS operating system.
Create banners for shopping malls, technology stores, and e-commerce sites such as
Shopee and Lazada.
Insert advertisements on YouTube, TikTok, and other platforms.

MEDIA ACTIVITIES

Social Media Link Date Budget

Instagram https:// 19/9/2024 100/ngày

 www.instagram.co
m/reel/C-
Hh9i1xZ6L/?
igsh=MTFoa3dma
nI1cXZ3cw==

Tik Tok https:// 19/9/2024 150/ngày

vt.tiktok.com/
ZSYwwADpc/

BUDGET

PROJECTED ACTUAL
CATEGORY COMMENTS
SUBTOTAL SUBTOTAL

SUBTOTAL 350.000,000 350.000,000

Venue
S ₫ ₫

Rent a venue 200.000,000 ₫ 200.000,000 ₫

Decorating and setting up the

70.000,000 ₫ 70.000,000 ₫
stage

Sound, light, and technical

80.000,000 ₫ 80.000,000 ₫
equipment
 Advertising
SUBTOTAL 300.000,000 300.000,000
and
S ₫ ₫
marketing

Advertising on various media

200.000,000 ₫ 200.000,000 ₫
channels

Design and print advertising

50.000,000 ₫ 50.000,000 ₫
materials

Gifts or promotional items 50.000,000 ₫ 50.000,000 ₫

inviting
guests and SUBTOTAL 250.000,000 250.000,000
representative S ₫ ₫
s

Special guest invitation fee,

200.000,000 ₫ 200.000,000 ₫
speakers, artists

Cost of transportation and

50.000,000 ₫ 50.000,000 ₫
accommodation for guests.

Service and
SUBTOTAL 200.000,000 200.000,000
entertainment
S ₫ ₫
costs
 Food and drinks. 100.000,000 ₫ 100.000,000 ₫

Entertainment activities,
100.000,000 ₫ 100.000,000 ₫
performing arts

SUBTOTAL 110.000,000 110.000,000

Staff costs
S ₫ ₫

Staff costs 50.000,000 ₫ 50.000,000 ₫

Event management and

60.000,000 ₫ 60.000,000 ₫
coordination costs

Social media
SUBTOTAL 450.000,000 450.000,000
advertising
S ₫ ₫
costs

Facebook 50.000,000 ₫ 50.000,000 ₫

Youtube 50.000,000 ₫ 50.000,000 ₫

Tiktok 50.000,000 ₫ 50.000,000 ₫

Instagram 50.000,000 ₫ 50.000,000 ₫

 Cost of hiring
150.000,000 ₫ 150.000,000 ₫
Influencers/KOLs

Chi phí sản xuất nội dung cho

50.000,000 ₫ 50.000,000 ₫
social media

Manage and operate social

50.000,000 ₫ 50.000,000 ₫
media campaigns

Legal and SUBTOTAL

40.000,000 ₫ 40.000,000 ₫
licensing fees S

Event license 20.000,000 ₫ 20.000,000 ₫

Liability insurance 20.000,000 ₫ 20.000,000 ₫

Filming and
SUBTOTAL 100.000,000 100.000,000
photography
S ₫ ₫
costs

Hire professional filming and

50.000,000 ₫ 50.000,000 ₫
photography services

Post-event video production 50.000,000 ₫ 50.000,000 ₫

 Catering Staff

SUBTOTAL
Other 80.000,000 ₫ 80.000,000 ₫
S

Backdrops, standees, signs,

20.000,000 ₫ 20.000,000 ₫
and other decorative items

Cost of transporting event

20.000,000 ₫ 20.000,000 ₫
equipment and items

Transportation and guest

30.000,000 ₫ 30.000,000 ₫
arrangement costs

Medical and safety costs 10.000,000 ₫ 10.000,000 ₫

RISK MANAGEMENT

PRE-EVENT STAFFING

II. PROCESS 2: ON THE DAY

1. EVENT STAGING

1.1. Setup schedule:

Time: 6:00 AM - 10:00 AM

 ● Location: Conference/event center in Ho Chi Minh City (Ex: GEM
Center or Landmark 81 Skyview Convention Center).

Activities:

● Receive and check suppliers and staff.

● Set up the event space including stage, seating room and sound and
lighting equipment.

● Check the sound system, brightness and screen.

● Arrange the page according to Apple's instruction signal.

● Ensure all signage and promotional materials are placed in the correct
position.

1.2. Technical check:

● Time: 10:00 AM - 11:00 AM

Activities:

● Final sound check for microphone and speakers.

● Check the image of the projector and screen.

● Ensure all technology devices are working properly and have stable
connections.

1.3. Arrival of guests:

● Time: 11:00 AM - 12:00 PM

Activities:

● Check-in and check-in for guests.

● Event materials distribution (e.g. brochures, gift bags).

● Guide VIP guests to designated areas.

● Set up a soothing space to handle requests and support.

2. AGENDA

2.1. Opening remarks:

● Time: 12:00 PM - 12:15 PM

● Speaker: Event MC/Master of Ceremonies Contents:

● Welcome guests, introduce the event program and overview of iPhone

16.

2.2. Keynote Presentation:

● Time: 12:15 PM - 1:00 PM

● Speaker: Senior Apple Executive (Ex: Director of Product Marketing)

● Content: Detailed presentation of iPhone 16 features, technology

innovations, and future developments.

2.3. Live Demo:

● Time: 1:00 PM - 1:30 PM

● Content: Live demonstration of iPhone 16 capabilities, including live

Q&A sessions.

2.4. Media Engagement:

● Time: 1:30 PM - 2:00 PM

● Content: Open Q&A session for Zoom members and journalists to ask
questions and gather information.

2.5. Lunch Networking:

● Time: 2:00 PM - 3:00 PM Content: Opportunity for guests to network

with food and purchases served.

2.6. Breakout Session:

● Time: 3:00pm - 4:00pm Content:

● Session 1: Deep dive into iPhone 16 technology.

 ● Session 2: Discuss Apple's future products and innovation strategy.

2.7. Closing:

● Time: 4:00pm - 4:15pm

● Speaker: Event MC/Host Content: Thank you, summary of highlights,

and information about post-event activities.

2.8. Post-event wrap-up:

● Time: 4:15pm - 5:00pm

Activities:

● Guests leave the event.

● Remove setup events.

● Collect evaluation forms from attendees.

3. ON THE DAY STAFFING.

3. PERSONNEL OF THE DAY

3.1. Event Manager: Responsibilities: Oversee the entire event, ensure all
speaking engagements, manage staff and vendors, and handle any issues that
arise.

3.2. Technical Team: Responsibilities: Set up and monitor sound and lighting
equipment, manage live streaming, troubleshoot technical issues.

3.3. Registration Staff: Responsibilities: Manage guest registration, analyze

documents, support requests.

3.4. Food and Beverage Staff: Responsibilities: Prepare equipment and serve
food and beverages, ensure proper sanitation and replenishment.

3.5. Security Staff: Responsibilities: Manage guest access, ensure safety

procedures, control crowds.
 3.6. Event Assistant: Responsibilities: Support other tasks as needed, support
guest services, support set up and drop off.

4. F&B

4.1. Breakfast and Coffee:

● Time: 6:00 AM - 10:00 AM

● Content: Light breakfast options (pastries, fruit, coffee, tea) for staff and
early arrivals.

4.2. Lunch:

● Time: 2:00 PM - 3:00 PM

● Content: Buffet with a variety of food options to suit dietary preferences

(e.g. vegetarian, gluten-free).

4.3. Refreshments:

● All day long:

● Content: Continuous drinks (water, soft drinks, juice) and snacks (nuts,
chips).

4.4. Evening reception (if applicable):

● Time: 5:00 PM - 6:00 PM

● Content: Light refreshments with drinks and appetizers for guests who
remain.

III. PROCESS 3: AFTER EVENT

1. EVENT EVALUATION

2. EVENT FEEDBACK

3. THANK YOU LETTER

Purpose: To express sincere gratitude to attendees, stakeholders, and partners for their
participation and support in the iPhone 16 launch event.
 - Key Elements of the Thank You Letter:

Personalized Acknowledgement: Address every individual by name and convey your

sincere appreciation for their presence and attempts.

Detailed Recap: Provide an in-depth account of the the event's important highlights
and accomplishments, focusing on the most memorable events and victories.

Unique Acknowledgements: Recognize the unique contributions of participants,

stakeholders, and partners, emphasizing their respective roles in the event's success.

Future Engagement: Invite recipients to stay connected and informed about future
Apple events and projects, establishing long-term partnerships.

Encourage recipients to share their experiences on social media or offer comments,

which will assist to raise awareness and acquire vital information.

4. GROUP EVALUATION.