Written Program Proposal

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

  Business 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

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� 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 Business 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”

11© Dan Cormany© Dan Cormany 11

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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

How to Write an Event Planning Proposal

How to Write an Event Planning Proposal

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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43© Dan Cormany© Dan Cormany 43

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Sold the
idea for
$2500

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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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