1© Dan Cormany© Dan Cormany
2© Dan Cormany© Dan Cormany 2
Only one venue/space is needed
Recommended to be inside event
Event length is recommended to be only one afternoon or
one evening; definitely not more than one weekend
Minimum of 45 in attendance, max 1500
Food and beverage must be included (may be served or as
concession)
Needs to have a “wow” factor
No celebrity appearances as “wow factors” nor “exquisite
meals” (food festivals are fine)
Please, no conferences or conventions or trade shows
No fundraising events for Susan G. Komen Foundation
No weddings (as they are generally done differently)
Just some starter ideas to prime the pump
� BE CREATIVE! – There are no severe budget limits, so
plan the event of your dreams
� http://www.youtube.com/watch?v=i4dQr6hSfQE
Awards Ceremony
Building Dedication
Election Celebration
Fashion Show
Fundraising Event
Incentive Travel Event
Madrigal Feast
Product Introduction
Retail Grand Opening
Smaller event to promote larger event
Tourism location meet and greet
Commemoration / Reenactment
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Proposal Cover page– 25 points
Overall Attractiveness/ Uniqueness of Proposal – 100
points
cover letter– 50 points
Specifications sheet –25 points
Event Description – 100 points
Food and Beverage menu selections– 25 points
Illustration/floor plan– 75 points
Budget Items – 100 points
References– 25 points.
NOTE: This is NOT a separate section of the proposal, but instead
points awarded in an evaluation of how practical the idea is.
Overall Program Concept (is this a “doable” event within the
limitations of budget, etc.?) – 100 points
Creativity – (example: not just “another silent auction”). Show
how you can enhance the guest experience for the client’s
guests – 75 points
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(This is
the
potential
client)
Desire for
Help from
Planner
(formally =
RFP; Request
for Proposal)
Construct and Submit Proposal to Client
History /
Tradition or
Expectations
?
Call or
send RFPs
Catering
Decor
Transportation
Entertainment
Security
Venue
Marketing
Concept
Gather information,
price quotes,
availabilities, etc
Event Planner
(Wedding Planner, Events
Department, Independent
Planner, DMC, etc.)
Budget
Concept
Solidified
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Any sort of
event you
choose,
rather than
client’s
choosing
5© Dan Cormany© Dan Cormany 5
� Capture spirit of the event
� Use proposed color scheme of
event
� Draw reader into proposal
� Consider to whom you are trying
to appeal
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Picture &
Title –
good for
semi-
serious
event
Working Title
into Artwork – a
Preferred style
(can then be
poster, invitation
style, too)
If picture
really
captures
concept,
may be used
alone
6© Dan Cormany© Dan Cormany 6
Your address and contact information
Date
Client’s address
Body of Letter
• No more than 4 paragraphs – single
space, with line between paragraphs
• Present overall idea with enthusiasm
• Express why you are the person to select
for this event
• Wrap up with hope of being invited to
make an oral presentation of concept
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Your Corporate or Logo
Your Signature, also name & title typed
7© Dan Cormany© Dan Cormany 7
� Logo of your firm, border, folded
into envelope in project binding
like an invitation
� Room for creativity
� This letter has nice tone
� Presentation on paper matching
theme – color, texture
� Professional, but may be less
formal than a resume cover letter This letter needs spacing and
formatting work
(this is a nice tone!)
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� Presented to: (Corporation or
Association’s full name, contact
individual, & address, including phone &
email)
� Presented by: (full name & address,
including phone, website & email)
� Date of presentation (not date of event!)
Must Haves:
� For: (Specifically, local office, department,
etc.)
� Function: (event title or type if title isn’t
known)
� Date(s): (of event)
� Time: Start and end
� Location
� In attendance: (est. #’s)
� Admission (if applicable)
� Theme
� Proposed color scheme (optional)
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Assures no misunderstandings
between you and client on basic
scope and style of the event
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ALWAYS add Creative
Property clause!
Have a “tentative”
clause added
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May also add “color
scheme” here
Date of proposal
Your contact
info
Person, Assn or
Corp
who will be
financially
responsible
Date(s) of Event
10© Dan Cormany© Dan Cormany 10
“Please note that the date, products and services in this proposal
are on tentative hold only and cannot be reserved and finalized
without a formal agreement and deposit.”
� Also good idea to add a “drop dead date” (don’t call it that!) of when decision
must be received from client:
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[time], on [date and day] at
which time pricing and
vendor availability will no
longer be assured”
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All ideas and concepts detailed in the enclosed proposal have been developed exclusively by
XYZ Events, Inc. for [client name], on proposal date and are considered by XYZ Events, Inc. to be
of a proprietary nature. These ideas and concepts remain the property of XYZ Events, Inc. [This
identifies exactly who is responsible for protecting your creative property, and exactly when that
person got the information.]
In this respect, [client name] must honor our proprietary rights to the content of this proposal
and refrain from disclosing its contents to our competitors or any third party. Unauthorized use
of these ideas and concepts is strictly prohibited.
Should you wish to produce the ideas and concepts included in this proposal without retaining
XYZ Events, Inc., a Design Consultation Fee of $_______ will be required. [You calculate this
amount any way you want, either your design fee, or a percentage of the “lost business”, or
punitive compensation.]
All documents, written proposals and other materials submitted by XYZ Events, Inc. shall be
returned to XYZ Events, Inc. upon request.
12© Dan Cormany© Dan Cormany 12
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� Area for greatest emphasis and creativity
� NOT an academic report
� Describe your concept as if you are a guest
experiencing it –
Sights – colors, lights, focal points, special
features
Smells and tastes – of event, if they are
distinctive – not necessarily of menu
Touch – textures, sensations (cool, warm,
soft, etc.)
Sounds – music style, ocean waves, sounds
added for effect
� Walk your way through the event sequences
telling narrative
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� Use pictures to convey concepts as well as words
Site source in small print beneath picture – critical,
as otherwise you are apparently claiming them as
events you have previously done (site source)
� Second person format (using “you” is fine)
� Usually 3-6 pages long, with picture insertions, white
space
� Use colors of event (in pictures, type, paper, etc.)
� Be somewhat realistic – too much buildup becomes
unbelievable. Is this really
“Going to be the finest meal you’ve ever had”?
“So over the top that guests will be awed and amazed”?
“The greatest excitement ever”?
� Cleverness and/or sticking to theme is most effective
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1. Start with arrival at event and continue to end
Anything outside? In foyer? Entrance way?
Gifts? Entertainment? Décor?
Anticipated attire of other guests?
Special service or décor elements?
2. Start with the biggest “wow” factor of the
program
3. Start with understanding of client goals
4. Detail features in each part of the event
15© Dan Cormany© Dan Cormany 15
� Hit heavily on concept and your
“wow” factor – illustrate it!
� Presented in such a way the client will
be excited for event
� Pictures develop theme or illustrate
key conceptual elements
� Hard to think of visual? Try Google
images for ideas – even abstract ideas
such as “power” or “love”
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“wow factor” is
industry term –
clients may have
no idea what
you mean – so
don’t write “the
wow factor”
is….”
16© Dan Cormany© Dan Cormany 16
Before and design concept pictures are
very powerful, if you have photo shop
skills.
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� Menu proposal, and drink proposal
Light explanation of why menu was chosen
Themed meal? – May be lightly or heavily themed
Signature Cocktail? (Name?)
Wine selection if unique
� Presentation/service style?
� Table décor (if not already covered in Event
Description)
� Similar narrative style
� Again, use pictures (cited source)
Citations important for portfolio and legal safeguard
� Describe, don’t just use superlative
adjectives- think of menu descriptions in a
restaurant
� 2-3 pages usually – no moreEv
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• Unless it is a VERY special menu, don’t overdo this part
• Food generally is not the WOW factor – although it must be
good and contributing to the overall impression of the event
– NOT to be wow factor in class proposals
• In many cases food would NOT be included in the proposal
as this is something the client generally selects or OK’s
18© Dan Cormany© Dan Cormany 18
� Illustration again sets concept for event,
then pictures of food items
� If event lends itself to a Signature
Cocktail, describe it and its name
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� Comprehensive listing of all items or services involving cost
� Prices do not need to be included (for assignment)
� We will be covering this in detail
� Accounting
Bank account, audits
� Cleaning
Before, during, after
� Travel
Artists, freight
� Documentation
Photos, video
� Volunteers
Party, award, & prizes
Venue
Rental, preparation
� Publicity & Advertising
Ads, programs, artwork, press kits
� Equipment & Production
Sound, lights, tents, tables & chairs, toilets, generators,
uniforms, first aid
� Hospitality
Food, beverage, personnel
� Salaries
Artists, laborers, consultants
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• Administration
• Office rental,
telephone,
stationary,
computers
• Accommodation
Permits
• Liquor, food,
parking, childcare
• Security
• Equipment,
personnel
“Red” Items
are the
easier ones t
o
remember –
brown
are often ove
rlooked
20© Dan Cormany© Dan Cormany 20
Disclaimer: The prices listed in the preceding table are an estimate for the services
discussed. This summary is not a warranty of final price. Estimates are subject to
change if project specifications are changed or costs for outsourced services change
before a contract is executed.
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� Addressing client needs/wants
� Provides ample information
Proposal
PConfidence building in you
PAppropriate
PGenerates Enthusiasm
PAnswer Key Questions
Delivery
Presentation
Style
PEye-catching
PGenerates
curiosity and
attention
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• Attention
• Interest
• Excitement
• Commitment
Sales Presentation
PBe likable
PGenerate Excitement
PAppeal to Emotions
PBe Unique
Delivery
Format
uMail
vElectronic
wHand
Delivery
22© Dan Cormany© Dan Cormany 22
� Create a “wow” interest factor
� Demonstrate creativity
� Get proposal opened
� Tie to theme or concept of event
� This is one or a few proposals – not
the event invitation!
� Careful in use of computer
“originality” –
mistaken for virus
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� See Student Resources on
Blackboard for a PDF document of
some examples by Julia
Silvers
WELL….NOT REALLY…….
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For weddings, proposals
take on a different slant.
In The Canvas
Module for
this topic
26© Dan Cormany© Dan Cormany 26
� Some ideas
from previous
student
projects
27© Dan Cormany© Dan Cormany 27
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Prepared as a bound book,
with intriguing section titles
32© Dan Cormany© Dan Cormany 32
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Use of a “film container”
(candy container)
Note the different sized
proposal pages so they’d fit
in the film cannister
41© Dan Cormany© Dan Cormany 41
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Sold the
idea for
$2500
51© Dan Cormany© Dan Cormany 51
Make Sure to Avoid These 5 Mistakes
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“Unique Selling Proposition”
From: http://www.perfecteventproposals.com
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http://www.perfecteventproposals.com/
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From: http://www.perfecteventproposals.com
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http://www.perfecteventproposals.com/
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