Project Plan Class A Group 2

Dragonfly Entertainment Project Plan

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TABLE OF CONTENTS

1 INTRODUCTION ............................................................................................................................. 4

2 MISSION ......................................................................................................................................... 5

2.1 Target Group ........................................................................................................................... 5

2.2 SMART Outline ....................................................................................................................... 6

2.3 Positive Outcomes .................................................................................................................. 6

2.4 Negative Outcomes ................................................................................................................. 6

2.5 Project Boundaries .................................................................................................................. 6

3 PROJECT CONCEPT AND CONTENT .......................................................................................... 8

3.1 Basic Information .................................................................................................................... 8

3.2 Moodboard ............................................................................................................................ 10

3.3 PMCs ..................................................................................................................................... 11

3.4 Event Model .......................................................................................................................... 12

3.5 Location ................................................................................................................................. 13

3.6 Event Worksheet – 24 October 2015 .................................................................................... 14

3.7 Event Worksheet – 25 October 2015 .................................................................................... 15

3.8 Gantt Chart ............................................................................................................................ 16

4 RISK ASSESSMENT .................................................................................................................... 17

4.1 Risk Ratings .......................................................................................................................... 17

4.2 Risk Control plan ................................................................................................................... 18

4.3 Risk Control Aspects ............................................................................................................. 20

5 SWOT ANALYSIS ......................................................................................................................... 22

6 MARKETING MIX ......................................................................................................................... 24

7 SPONSORSHIP PLAN ................................................................................................................. 26

7.1 Supplier Lists ......................................................................................................................... 27

8 COMMUNICATION STRATEGY................................................................................................... 28

8.1 Organogram of Dragonfly Entertainment Solutions .............................................................. 28

8.2 Flow Chart of Organisational Communication ...................................................................... 28

8.3 Communication Matrix .......................................................................................................... 29

8.4 Communication Plan - Target Group .................................................................................... 30

8.5 Communication Plan - Suppliers ........................................................................................... 32


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8.6 Communication Plan - Sponsors........................................................................................... 33

9 MANAGEMENT RELATED ASPECTS ......................................................................................... 34

9.1 Quality Control - Facilities We Require ................................................................................. 34

10 BUDGET ................................................................................................................................... 36

10.1 Location costs ....................................................................................................................... 37

10.2 Production costs .................................................................................................................... 37

10.3 Indirect production costs ....................................................................................................... 37

10.4 Facilities ................................................................................................................................ 38

10.5 Technical production costs .................................................................................................... 39

10.6 Promotional costs .................................................................................................................. 39

10.7 Revenue ................................................................................................................................ 40

10.8 Entertainment costs .............................................................................................................. 41

11 APPENDICES ........................................................................................................................... 42

11.1 Initial Draft Moodboard/Flyer ................................................................................................. 42

11.2 Final Flyer with Tear-Off Form .............................................................................................. 43

11.3 Bij-1 Registration Form ......................................................................................................... 44

11.4 Design of T-Shirts & Hoodies (Sponsorship) ........................................................................ 45

11.5 Sponsorship Letter – Vingino ................................................................................................ 46

11.6 Sponsorship Letter – Puma ................................................................................................... 47

11.7 Sponsorship Letter – Omroep West ...................................................................................... 48

11.8 Sponsorship Letter – Wilmar Harting Fotografie ................................................................... 49

11.9 Sponsorship Letter – Municipality ......................................................................................... 50

11.10 Sponsorship Letter – Intertoys .......................................................................................... 51

11.11 Targeted Schools .............................................................................................................. 52


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1 INTRODUCTION

Dragonfly Entertainment would like to introduce Bij-1, a family-

focussed, non-profit organisation based in Spoorwijk, The

Hague. Started in 2010 by Debby Harting-Koning, the

organisation supports local families by providing play and

learning activities for two afternoons each week, simultaneously

helping the children in its care to develop social skills vital to their

development and future learning, and allowing their parents

freedom to work. As well as volunteer-run childcare, the centre welcomes parents to attend and play

with their children, giving them the opportunity to bond in a way that may not be available to them in

their home environment.

The client has posed the question of expanding its membership in both children and volunteers, and

has asked that we apply our expertise to organising an event that might reach more families, while

giving to the community a whole-weekend activity to enjoy with their children.

In response to this, Dragonfly Entertainment propose to welcome these families to Ballorig

‘Speelparadis’ in Westland over one weekend of the school half-term, for two free playdays. The

objective, with the support of existing Bij-1 volunteers, would be to give children of primary school age

the opportunity to play together without restriction, and to give their parents valuable social time in a

relaxed meet-and-greet environment. The context would be to raise awareness of the organisation’s

goals, encouragement for the parents to bring their children to Bij-1 in future, and even volunteer

themselves in order to achieve Debby’s dream.

This project plan is on behalf of the organisation “Bij-1”. In the further document, we will identify the

means by which we will facilitate the event in terms of organisation, promotion, budget and

implementation. The client will at every stage be clear about our motivation, actions and purpose.

For the purposes of this document, Dragonfly Entertainment Solutions may be referred to as ‘DES’.

“Als één kind positief verandert, verandert de maatschappij!”

-“If a child changes positively, society changes too!” (Harting-Koning, 2010)


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2 MISSION

Dragonfly Entertainment’s mission is to provide a high standard of service to our client, Bij-1. The

means by which we will achieve this will be clearly and concisely described in detail forthwith.

Our vision is closely aligned with that of Bij-1. We will expand the membership of the organisation by

spreading a positive message to the local community that Bij-1 exists to help them. Together, we will

spread the word through local schools that no matter how difficult a situation you are in, Bij-1 is here to

take some of the load. Equally, with an increase in service users and volunteers, Bij-1 can expand its

outfit and improve existing facilities.

The event we have organised will be family-oriented and fun and relaxed for both the parents and the

children. We want to create a stress-free environment which will kick-start the half-term week with

positive energy and optimism for both the client and their existing and potential service users.

Our key words: Community; Family; Entertainment.

In Spoorwijk, an average of 205 children under the age of 13 live in one parent families. 270 families

are living on minimal income of €16,500 a year - the average income is €21,000 a year in the area. This

is significantly lower than the average of €26,500 of the entire city of The Hague. Only with

organisations such as Bij-1 can the children and families living in these situations identify ways to

change and to achieve in later life. Often, children living in poverty have limited scholastic success (Ten

Broeke, 2010) and difficulty in social situations as teenagers and in adulthood. Studies also show that

the neighbourhood where children grow up has a far great influence on them than society as a whole.

Community organisations can help guide this generation in understanding the value of education and

develop vital social skills which will enable them in later life to exceed their demographic expectations.

2.1 Target Group

The target group for this event project is ‘families’. Clearly, this incorporates more than one individual,

but Bij-1’s vision is of the family as a unit. Therefore, we will use this as our target in a single format.

The families we will target will be:

Families with children up to 12 years of age from Spoorwijk in The Hague.

These will incorporate both families who are already Bij-1 service users and families who are not.


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2.2 SMART Outline

Produce a two day event in October 2015, targeting parents with children up to 12 years old from the

Hague. There will be place for 200 children each day in Ballorig (venue). The children will be able to

play, eat and drink and the parents will be able to socialise and get familiar with the organisation Bij-1,

with the objective of informing the parents about the existence of the services offered by Bij-1. The

promotional material will include a signup-sheet to monitor interest and attendance. There will be further

signup opportunities during the event, which will be a guide measure of the success of the event.

2.3 Positive Outcomes

Local businesses will be positively affected by increased traffic in the local area, including petrol

stations and supermarkets. Ballorig will benefit from additional income in the form of catering to the

parents, who are not already provided for in the package. The public transport system will have an

influx of business over these days.

2.4 Negative Outcomes

These will be environmental, such as heavy traffic for the local residents. Crowded public transport

facilities. Also, the regular attendees of Ballorig may be displaced that weekend.

2.5 Project Boundaries

The project is constrained to the following:

Physical boundaries – the event will be held in a location that is already designed to be child and family

friendly. This does mean we only have a limited number of places but equally, we want to maximise

the reach of the event by having as close to the maximum number of attendees as possible.

Of course, we have a deadline for the project. The event will be held on the first weekend of the half-

term holiday. This is an absolute deadline therefore all internal deadlines must be met.

It is an important aspect of the event’s organisation that the role of each party is clear. We will manage

the budget, deadlines, creation and production of promotional material and the surveillance of interest

and subsequent attendance with a view to analysing the impact of the event.


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Our third-party company hosting the event, Ballorig, have been hired on the premise that they have

responsibility for adherence to health and safety law, appropriate insurances and the provision of food

and drinks. Moreover, they will provide a safe, appropriate and enjoyable environment for the

attendees.


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3 PROJECT CONCEPT AND CONTENT

3.1 Basic Information

Bij-1 and Dragonfly Entertainment present ‘Free Holiday Playdays’

When: 24th/25th October 2015;

10:00 – 19:00

Where: Ballorig Speelparadis, Monsterseweg 129B, 2691JE, ‘s-Gravenzande;

Bij-1 has asked Dragonfly Entertainment to create an event to raise awareness of the service with the

desired outcome of an increased attendance and eventual expansion of the organisation.

Dragonfly Entertainment presents ‘Free Holiday Play-Days’, a two-day event at ‘Ballorig’, an indoor

playground. On each day, we anticipate the attendance to be 200 children with their parents. The

venue will be open from 10am until 7pm. As outlined in the further plan, there will be designated

activities and allocated times for drinks and snacks, however families can attend at any time and for

any duration within the opening hours. The children can also ‘free play’ rather than take part in activities

if they prefer.

Activities:

Car Racing Climbing Hall

Ball Pit Carousel

Toddler Area Kids meet with mascot

During the event, parents will be welcomed by Bij-1 volunteers in the lounge area, where they can

experience an adult-friendly environment, in which they can interact with Bij-1 volunteers, Ms Harting-

Koning and socialise with each other in a relaxed atmosphere.

In the venue, there will be a projector placed in the main area, displaying images and information about

Bij-1. This will run all day, for both days.

The marketing for the event will involve flyer circulation in the schools of the existing service users, with

the target being both existing and potential custom. Flyers will be distributed and collected by Bij-1

volunteers in advance of the event. An advertisement will also be placed in the local online news site

‘denhaag.nl’.


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The success of the event will be measured in two stages. Primarily, the flyers will include a tear-off

form which the interested parents will fill in and submit to the school where they received the flyer. This

will give us a projection of the likely attendance. The second stage would be during the event – the

volunteers who are greeting the parents will encourage them to fill in a form (see Appendices 11.2 for

flyer and 11.3 for form) where they will either register their child to use Bij-1, or register themselves as

volunteers (preferably both). This will provide actual, physical data which can be used by Bij-1 to make

a future strategy.

We have unique selling points. This event is free. The families we are targeting will rarely have the

opportunity to take part in these types of activities without having to pay. Secondarily, we are providing

an environment for the parents that is not dominated by children, so while being in the vicinity of their

kids, seeing that they are enjoying themselves, the parents can enjoy adult social interaction.

Dragonfly Entertainment will be provided with 10 volunteers. The volunteers from Bij-1 will act as

ambassadors, managing the children but also interacting with and informing the parents.


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3.2 Moodboard

For the mood board we chose a selection of different pictures showing children playing in colourful

surroundings. We chose to use colourful pictures because Ballorig, the venue we selected to hold our

event in, is a very colourful venue with a vibrant atmosphere. The mood board also contains the Bij-1

logo and a picture of the representative of Bij-1, Debby Harting-Koning. It was very important to have

her as part of our mood board because she is the heart and head of Bij-1. We chose to use the flyer we

made for the event as well to give an indication of what the event will be about and give an indication

of what potential attendees can expect from the event.

With the mood board we would like to leave an impression of the kind of atmosphere we would like to

create around our event, but also represent the kind of atmosphere Bij-1 will have, besides the event;

an educational surrounding with young children playing and learning at the same time.


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3.3 PMCs

Target Group Product/Approach Purpose/Effect

Parents and children Free Holiday Play-Days Raise awareness and membership of Bij-1

Parents Meet-and-greet in Ballorig lounge

Bij-1 volunteers inform of services, parents socialise with each other

Children Play-Day Children play in a safe, fun environment


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3.4 Event Model

1. Lounge Area

2. Car Racing

3. Trampoline

4. Climbing Hall

5. Slides

6. Carousel

7. Toddler Area

8. Toilets

9. Entrance

10. Kitchen & Cafe


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3.5 Location

Arriving from The Hague without a car, the best option is to go with tram 2 towards Kraayenstein, exit

the tram at the stop called Buitentuinen. After leaving the tram, Bus 51 towards Naaldwijk via Monster.

Exit the bus (after 16 stops) at the stop called Monsterseweg. After leaving the bus, there is a three-

minute walk to Ballorig.

Coming from The Hague by car, directions can be followed by taking Kempstraat, Vreeswijkstraat and

Meppelweg to Lozerlaan/N211 in Escamp. Having reached N211, follow to Monsterseweg in s’-

Gravenzande. After reaching Monsterseweg, Ballorig will be on the left hand side.


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3.6 Event Worksheet – 24 October 2015

Time: Action:

08:30 Bij-1 volunteers and Dragonfly entertainment solution team are on site

08:45 Volunteers and DES-team decorate Ballorig

09:15 Projector is been delivered by 1001Beamers

Projector is been installed by 1001Beamers on the right spot and the presentation is

installed to the projector.

Volunteers set up Meet and Greet lounge for parents.

Music for the day is already available via Ballorig’s PA.

09:30 Brief emergency plan is discussed with staff, volunteers and DES- team

09:45 Drinks for the kids are made ready

09:50 Photographer arrives on site

Photographer gets mini tour of the venue

10:00 Doors of the venue open to the visitors

10:15 The first families arrive at Ballorig

Children consume their first free drink

Children start Free Holiday Playdays

10:30 Parents gather up at Meet and Greet lounge

12:00 Lunchtime with snacks for the Children

14:00 Children meet Ballorig Mascot

16:00 Children are served with Ice cream

18:30 Wrap up

Clean venue and gather sign up sheets

19:00 End of first Free Holiday Playday


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3.7 Event Worksheet – 25 October 2015

Time: Action:

09:00 Bij-1 volunteers and Dragonfly entertainment solution team are on site

New volunteers get brief tour of venue

09:15 Volunteers set up Meet and Greet lounge for parents.

Music for the day is already available via Ballorig’s PA

09:30 Brief emergency plan is discussed with staff, volunteers and DES team

09:45 Drinks for the kids are made ready

09:50 Photographer arrives on site

10:00 Doors of the venue open to the visitors

10:15 The first families arrive at Ballorig

Children consume their first free drink

Children start Free Holiday Playdays

10:30 Parents gather up at Meet and Greet lounge

12:00 Lunchtime with snacks for the children

14:00 Children meet Ballorig mascot

16:00 Children are served with ice cream

18:30 Wrap up

Clean venue and gather sign-up sheets

19:00 End of second Free Holiday Playday


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3.8 Gantt Chart


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4 RISK ASSESSMENT

4.1 Risk Ratings

People at risk A - Worst case outcome B - Likelihood Rating

Hazard Children Parents Volunteers Slight

1

Serious

2

Major

3

Rare

1

Possible

2

Likely

3 AxB

1 Injury in the venue x x x x x 6

2 Children get lost in the venue x x x 1

3 Children fight x x x 4

4 Volunteer Absence x x x 4

5 Overcrowding in event venue x x x x x 3

6 Lower attendance than expected x x x x x 4

7 Not enough food ordered x x x x 2

8 Not enough merchandise ordered x x x 1

9 Power failure x x x x x 2

10 Projector failure x x x x x 2

11 Fire in the venue x x x x x 3


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4.2 Risk Control plan

Hazard

found Existing control measures

Additional control measures

required Priority

Person responsible

for measure

Complete

by

Action

taken

Review

date

1

Bij-1 volunteers and Ballorig staff

will provide first aid and if necessary

call emergency for assistance

Bij-1 Volunteers must be trained

in first aid x

Human resources

representative 18/10/15

2

Bij-1 volunteers will call the parents’

attention announcing the position of

the children via PA,

Bij-1 Volunteers must be trained x Human resources

representative 18/10/15

3 Bij-1 volunteers will act as

mediators None, action adequate

Human resources

representative

4 DES staff will step in and help the

volunteers None, action adequate

Human resources

representative -

5

A research conducted by DES will

determine the amount of people we

are expecting

A DES representative will contact

surplus interest, demarketing the

demand of the product

x

Marketing and

Communication

Manager

11/10/15

6

A research conducted by DES will

determine the amount of people we

are expecting

DES will pursue a second wave

marketing strategy x

Marketing and

Communication

Manager

11/10/15


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7

A meeting between DES and

Ballorig will order appropriate

provisions

Research conducted by DES will

determine necessary supply

quantities

x Financial Manager 11/10/15

8

A meeting between DES and the

sponsors will determine the amount

of merchandise we require

Research conducted by DES will

determine how much

merchandise we require

x Financial Manager 11/10/15

9 Ballorig will provide an emergency

power supply None, action adequate DES representative

10 A DES representative will check the

projector before the event start None, action adequate DES representative 24/10/15

11 The facility will be evacuated

according to Ballorig safety plan None, action adequate Ballorig 24/10/15


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4.3 Risk Control Aspects

Of course, with any event of this type, the risks must be considered. These can be physical as well as

organisational. We understand that it is possible that this event may be over-subscribed. Although this

would pave the way for future events, it also may lead to disappointment and an unmanageable influx

of service users.

Although every effort has been made to put appropriate staff and provisions in place, the above

eventuality could lead to a ‘not-enough’ situation – for example, not enough volunteers (we understand

the ratio is currently 20:1 children to volunteers, although this ratio of children will be greater to allow

volunteers to interact with the parents in attendance).

As we are using a third-party company for our venue, there are unpredictable and unforeseeable

circumstances on their part – for example, if they do not order enough food despite knowing expected

attendance or if their health and safety measures are not to their own standards. Both of these could

mean that preventable accidents happen and attendees leave the event feeling unhappy or dissatisfied.

Conversely, the event could have limited success, and not attract enough families for the event to be

feasible either immediately or in the future. This would also be the case if families attend but do not

register as service users or volunteers. It is not mandatory for all to do so, but to improve the ratio of

volunteers to children in future, there would need to be a significant proportion of both.

How to avoid these scenarios:

On investigation of the venue’s safety policy, Dragonfly Entertainment have found that there are

measures in place to theoretically keep all the families safe and comfortable. The company will maintain

its excellent professional relationship with Bij-1 and Ballorig to ensure that there is no

miscommunication. It has been agreed that in case of power failure, Ballorig will provide energy from

their emergency generators.

At the event itself, the Bij-1 volunteers will maintain a positive and forward thinking attitude. They should

be aware of the purpose and context of the event and be aware of the positive and negative possibilities,

and be prepared accordingly. Accordingly to Bij-1 the event managers will be provided 10 volunteers a

day for this event, in case of the absence of one or more volunteers, the members of Dragonfly

Entertainment will take their place.

In terms of attendance, Dragonfly Entertainment will monitor interest and recognise that an upper

capacity may be reached. This will include a margin of 10% for oversubscription to accommodate no-

shows. However, in the opposite circumstance, where there is not enough interest, Dragonfly

Entertainment will pursue more aggressive marketing strategies such as re-targeting the same schools,

or expanding our postcode area to include schools from further afield.


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Venues are vulnerable to external factors. In the unlikely situation that Ballorig is unavailable on the

chosen dates, the event will take place at a different venue: KIDS Eiland.


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5 SWOT ANALYSIS

Strengths

Free entrance for children and Parents

Free snacks and drinks for children

Indoor playground

Facility provider takes main

responsibilities

Volunteers of Bij-1 available

Parents registered at Bij-1

It will be easy to have an expected

number of guests (signing forms)

Target group is reachable at schools

The event takes place on a holiday

The event takes place two days

Our promotion methods are well

chosen according to the target group

Weaknesses

Event taking place outside the city

Small budget

Facility provider has strong decision

power regarding to F&B and activities

No F&B budgeted for parents

No much awareness of Bij-1

Takes place on a holiday and some

families could choose to travel

elsewhere

Opportunities

Parents who are not aware of Bij-1 but

that might be interested in knowing that

this organisation actually exists.

People being aware and loyal to

Ballorig

Schools can let Bij-1 promote their

event

Parents having the desire of meeting

other parents

Bad weather (TG looking for indoor

facility)

Families trying to do something special

during a weekend/holiday.

Local newspapers having space for

free advertisements for NGO’s.

Threats

Parents not interested in Bij-1

Families with another plan

Not enough attendance

Problems with public transport

Bad weather (people don’t like to

travel)

People who already had a bad

experience at Ballorig

Strengths: To identify the strengths, the focus is on the internal factors that will help Bij-1 to achieve

their objectives. Firstly, this event is taking place in an indoor facility in which the major responsibilities

(e.g. game areas, food and beverages, safety measures, and staff) are already taken by Ballorig.


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Additionally, volunteers of Bij-1 will be available to provide extra-support for the guests to maintain a

hospitable atmosphere. It is important to mention that there is also an ideal place (primary schools) in

which promotional material will create interest; and it is also the location where our target group will be

directly reached.

Opportunities: These are the external facts that will contribute to a successful event organisation; by

external it is understood that opportunities will depend on the circumstances we cannot control. To

summarise our opportunities we start by recognising that Ballorig is a well-known attraction and that

parents without a plan for half-term will be attracted to the “Free Holiday Play-Days” concept, even if

they are not familiar with Bij-1. Schools and the local newspapers are active in promoting non-profit

organisations.

Weaknesses: For a successful outcome, it is also important to be aware of the weaknesses that this

particular plan might have. As with the strengths, weaknesses are internal and can result in negative

outcomes (see page 3). The primary weakness in this instance is the budget, and other weakness

factors are subsequent to this. It is important to understand that outsourcing responsibilities to the facility

provider (Ballorig) is a feasible option in this case, as even in the case of a loss of control of food and

beverages, they already have facilities to provide these.

Threats: Factors that have a negative impact based on external influences. These are things that

Dragonfly Entertainment and Bij-1 itself are not able to control. As event organisers, we are prepared

to implement a contingency plan of second-wave promotion and also expansion of the catchment area.


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6 MARKETING MIX

Product

From the point of view of the consumer, the ‘product’ is the playdays themselves. The overall target

group (families) can be split into subgroups – parents and children. The product for the parents would

be the opportunity to have their children play safely with other children, while simultaneously enjoying

an adult social environment. For the children of course the product is much simpler – a fun, care-free

day at a purpose-built centre. The children also have the benefit of snacks, drinks and ice cream as

part of their product.

Price

Part of the unique selling point of our event is the price – at point of use, it is free. The parents – who

will be the decision makers, and considering our target demographic – will be drawn by the ‘free’ aspect

of the event. Children have little grasp of the value of money, therefore this part of the event marketing

is aimed directly at the parents subgroup. The children also receive free provisions whilst at the event,

however if parents wish their children to have more or better sustenance during their time at Ballorig,

they will need to provide this themselves. This may involve buying from the café at the venue. Likewise,

if parents wish to eat or drink anything themselves, they will need to purchase both, as we do not provide

either for parents. Each franchise manages its own café prices, and these will be available in the venue

itself.

Promotion

Our promotional strategies are relatively simple as with a low budget, a small target group and limited

places available at the event, Dragonfly Entertainment are aware that promotion needs to be

appropriate to our limitations. Our creative manager has developed flyers that will be distributed by Bij-

1 volunteers to the schools attended by existing Bij-1 service users. The flyers feature a tear-off, which

will be completed by interested parents and submitted back to the school. The Bij-1 volunteers will

collect submitted forms from the schools four weeks before the event so we can monitor interest and

identify whether there has been sufficient interest, or whether further promotion is necessary.

Alongside the flyers, we will place an advertisement in the online local news site ‘denhaag.nl’. The

placement of such an advertisement is free, and there will be an enquiry form with the placement which

can be submitted digitally.


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In the circumstance there is not enough interest, we will target schools outside the immediate catchment

area of Bij-1 for a further three weeks. We will endeavour to maintain the target demographic however.

Place

Dragonfly Entertainment have chosen Ballorig Speelparadis at Monsterseweg, The Hague. The venue

was selected on the basis that it provides a safe indoor environment for children – which is in keeping

with the mission of Bij-1. It is appropriate to the event as it is purpose-built, has an area for adults, is

accessible and local, and has a café and all necessary facilities. With a small budget, it was a matter

of efficiency to find a venue that provided the above without the need for external suppliers.

The venue has clear hygiene and safety regulations already in place, as outlined in the Management

Aspects in this document (see 10.1), and in entering into an agreement with Dragonfly Entertainment,

Ballorig verify that it can be held accountable if any of these regulations are not met.

Personnel

As Bij-1 is not-for-profit, the budget does not allow for external suppliers or staff. This was a

consideration made when Dragonfly Entertainment selected the venue – Ballorig already have a full

complement of staff including First-Aid representatives. Bij-1 will supplement this both in the

promotional strategy (distributing and collecting material) and in the implementation of the event itself.

At Ballorig, the Bij-1 volunteers will act as ambassadors for the cause and inform the parents of Bij-1’s

mission, and encourage the parents to join. Dragonfly Entertainment staff will also be on hand to ensure

the smooth execution of the event and to provide second line support in the case of short-staffing.


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7 SPONSORSHIP PLAN

Companies approached for potential sponsorship:

Puma;

Vingino;

Omroep West;

Wilmar Harting Fotografie;

Intertoys;

Municipality.

Puma and Vingino are both companies who produce hoodies and t-shirts. Their target groups are

children and adults.

Omroep West is the regional broadcasting company for South Holland North and is based in The

Hague.

Wilmar Harting Fotografie is a professional photographer.

Intertoys is a toy company.

The municipality is for The Hague.

Puma will be sponsoring our event using goods and publicity. Puma will provide us with 100 hoodies to

hand out to the families for free during the event. The benefit for Puma will be: they will receive free

promotion through recognition, with their brand name printed on the hoodies; we will also have the

Puma logo on our flyers, banners, posters, which will be distributed to schools and displayed at the

venue.

Vingino will also be sponsoring our event in goods and publicity. They have been approached to supply

the funds for printing of the flyers and to provide 100 t-shirts printed with their logo and the logo for Bij-

1. The benefit for Vingino will be: their brand names will be printed on all of the t-shirts which they will

provide us. We will also have Vingino’s brand name visible on our flyers, banners, posters, which will

be distributed to the schools and displayed in the venue.

Omroep West will be supporting our event by making a small report following the event called ‘Free

Holiday Playdays’. The benefit of this to Bij-1 would be future promotion. For Omroep West, the

program will garner recognition among the local community.

Wilmar Harting Fotografie will be sponsoring our event by making the event memorable for the families

by taking photographs of the day, with the option for the parents to purchase prints and products directly

from Wilmar Harting. Bij-1 will also use these photographs for future marketing campaigns, as the


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organisation is keen to expand. The benefit to Wilmar Harting Fotografie will be the promotion of his

business with local families.

Intertoys will be sponsoring our event by making a donation of educational toys to Bij-1 at the event.

Because Intertoys has had previous partnerships, it is well known that Intertoys is involved with

children’s organisations. Our target out group is parents with children up to 12 years old, which is also

the same target group of Intertoys. This means that Intertoys will benefit from a positive reputation

among local families.

The local municipality will be sponsoring our event by promoting our event “Free Holiday Playdays” in

their local newspaper ‘The Hague Stadskrant’ for one week. Bij-1 will be more than grateful with this

collaboration from municipality. This promotion will benefit Bij-1 as it is a local community paper and

likely to be accessed by potential service users. The municipality is committed to supporting local

causes and as such, this kind of sponsorship is in their interest.

7.1 Supplier Lists

ID Supplier

name Contact name

Contact title

Address Postal code

Number Comments

1 Vingino Nicholas

Hurenkamp

Vingino Sourcing Manager

Marienhoef 6 3851 ST

DES0000001

Vingino will sponsor the

cost of promotion

and provide t-shirts

2 Puma Mirna Donkers Puma

Marketing Manager

De Waterman 2 5215 MX

DES0000002 Puma will provide hoodies

3 Intertoys Mr van

Nieuwenhuijze Intertoys Manager

Handelseweg 15 2742 RD

DES0000003

Intertoys will provide

educational toys for Bij-1

4 Ballorig - Ballorig

Manager Monsterseweg

129B 2691 JE

DES0000004

Ballorig will provide food

and beverages

5 Blokker - - Spuistraat 14 2511 BD

DES0000005 Blokker will

provide balloons

6 1001

Beamers - -

Haarlemmerweg 317L

1051 LG

DES0000006

1001 Beamers will

provide a projector


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8 COMMUNICATION STRATEGY

8.1 Organogram of Dragonfly Entertainment Solutions

8.2 Flow Chart of Organisational Communication


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8.3 Communication Matrix

Target Group Profile

(Detailed) Communication Objective Promotional Activity

Sub-group: The Parents

Parents (single and couples)

from Spoorwijk with limited

income and with a tight

schedule who do not have

enough time to spend with their

children because of their

situation.

Before the event

We want to let parents know

that there is a free event during

half-term, and that they can

bring their children for free, so

that they can have a memorable

experience.

During the event

We want parents socialising

with the other parents and

volunteers and meet Ms.

Harting-Koning, so they can be

informed about Bij-1.

(awareness)

Forms

Flyers

Volunteers at school,

talking with parents who

are picking up their

children

Volunteers

Special area for parents

and volunteers

Socialising with Ms.

Harting-Koning

Sub-group 2: The Children

Children from Spoorwijk (up to

12 years) who after school do

not have any activity and

therefore they are more

vulnerable to be involved in

inappropriate activities after

school because of their family

situation.

Before the event

We want to express the

happiness that Bij-1 wants to

project by providing a special

party for them, they will

convince their parents.

During the event

We want children play and be

happy and let them know that

the doors of Bij-1 are open for

them after school.

Volunteers going to school

to encourage children to

attend with the intention

that they show the flyer to

their parents

Flyers

Volunteers inform them

about Bij-1 on each

playground station.


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8.4 Communication Plan - Target Group

The Parents (Sub-target group 1)

Single parents from Spoorwijk with limited income and with a tight schedule, who do not have enough

time to spend with their children because of their situation. They cannot afford a babysitter and they

have worries about their child’s future.

Style and tone

Friendly, enthusiastic and simple. This is more appealing to the sub-target group because it inspires

trust.

Objective

We want parents to know that there is a free event during the half-term weekend, and that they can

bring their children for free, so that they can have an enjoyable time together at Ballorig. We also want

them to know that this is a great opportunity to know how much Bij-1 cares for their children, involving

them in after-school activities.

Message

It’s almost half-term and you still haven’t planned anything with your children, is that right? Come to the

Free Holiday Playdays and be part of our celebration! Bij-1 has good news to share with you and

therefore has created this event with free-entrance at Ballorig. For the children, there will be an indoor

playground with fun activities and volunteers who will care for them; and a social lounge for parents

where you can have relax and socialise with other parents. Snacks and drinks are included for the

children.

Means of communication

Visits during pick-up time Volunteers of Bij-1 will visit the targeted schools while the parents

are collecting their children.

Execution: 21/22/23 September 2015 (one day)

Flyers Flyers are going to be distributed in the targeted schools (See

appendix 11.2) by the volunteers of Bij-1.

Execution: 24/25 September 2015

Confirmation forms This is a form for the parents to confirm which of the two days they

would prefer to attend (See appendix 11.2). This will also make


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parents feel that they will be expected to come, making them feel

welcome and reducing no-shows.

Execution: 28/29/30 September 2015

Registration forms Another form will be used for parents who want to join as volunteers

for Bij-1 and/or register their children.(See appendix 11.3)

Execution: During the event.

The Children (Sub-target group 2)

Children from Spoorwijk (up to 12 years) who do not have any planned activities and may be more

vulnerable to becoming involved in inappropriate activities outside school because of their family

situation. These are children with talent who still need a motivation in their lives to develop their

creativity.

Style and tone

Joyful, colourful and friendly; stimulating the interest of our sub-target group.

Communication objective

Generating excitement within the sub-target group about the Free Holiday Playdays concept. Our goal

is to project all the joy that Bij-1 wants to share with the children of Spoorwijk by providing a special

party for them; because they are special. It is important to remark that we want children to know about

the celebration so that they can influence their parents’ decision. To reach this objective, tools we use

to promote the event have to be appealing for children (i.e. happy images and bright colours).

Message

Hey kids! Do you already know about the Free Holiday Playdays? It’s a party at Ballorig where you will

have lots of fun! Convince your parents to take you there and don’t forget to tell them it’s for free! There’s

going to be snacks and drinks for the children of Spoorwijk. Come and play together!

Visits during school time Volunteers wearing shirts of Bij-1 will visit the targeted schools (See

appendix 11.4) during recess or assembly period and inform them

about Free holiday Playdays.

Execution: 21/22/23 September 2015 (one day)


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Flyers Flyers are going to be distributed in the targeted schools (See

appendix 11.2) by the volunteers of Bij-1.

Execution: 24/25 September 2015

Confirmation forms If a parent is not collecting their children, they can take the flyer home

and can be returned when their parents have filled it in.

Execution: 28/29/30 September 2015

8.5 Communication Plan - Suppliers

Suppliers

Printerette

Ballorig

Blokker

1001 Beamers

Communication objectives

To maintain successful working

relationships with the companies.

Having them in our professional

network for future projects/events.

Message

N/A

Style and tone

Business language

Business visits If it’s the first time with a particular company; the project leader

together with the secretary will meet with the sales executive of the

supplier to negotiate a price and maintain the relation.

Corporate e-mail The financial manager of DES will send purchase order to the

supplier, asking an email in return for confirmation.

Telephone calls To monitor the status of the orders.

Physical mail To receive the invoices.


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8.6 Communication Plan - Sponsors

Sponsors

Vingino

Puma

Photographer

City hall

Intertoys

Omroep

Communication objectives

To maintain successful working

relationships with the companies.

Having them in our professional

network for future projects/events.

Message

See Appendix 11.5 onwards:

Letters

Style and tone

Business Language.

Business visits If it’s the first time with a particular company; the project leader together with

the secretary will meet with the sales executive of the supplier to negotiate a

price and maintain the relation.

Corporate e-mail The marketing manager will send a thank you email to the organisation.

Telephone calls To have direct contact with the sponsors.

Physical mail A sponsorship letter will be sent to the directors of the organisations.


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9 MANAGEMENT RELATED ASPECTS

9.1 Quality Control - Facilities We Require

Trampoline We require a safe and clean facility, according to Ballorig Hygiene and

Safety plan, and we require a volunteer who pays attention to the

children.

Car racing We require a safe and clean facility, according to Ballorig Hygiene and


children.

Climbing hall and ball pit We require a safe and clean facility, according to Ballorig Hygiene and


children.

Carousel and toddler area We require a safe and clean facility, according to Ballorig Hygiene and


children.

First Aid We require the first aid station to be functional and clean according to

Ballorig Hygiene and Safety plan.

Kitchen and Cafe We require a safe and clean facility, according to Ballorig Hygiene and

Safety plan, the staff to give good service for anyone, and we require

the food to meet the customer's expectation.

Toilets We require a safe and clean facility, according to Ballorig Hygiene and

Safety plan.

Lounge Area We require a safe and clean lounge area, maintained according to

Ballorig Hygiene and Safety plan.

We require every facility to be clean and safe, in accordance with the following:

Kinderspeelparadijs Ballorig 's-Gravenzande is cleaned daily

● Kitchen cleaned;

● Playground vacuumed;

● Tables and chairs tidied;

● Outside area swept;

● Toilets cleaned several times a day.


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Ball pit hygiene

For many years, Ballorig has used the following system - once every eight weeks, the balls are cleaned

with a specially designed washer. If a child has had an accident in the ball pool, then the same evening

the ball pool is cleaned. In addition, all balls will be disinfected and the ball pool itself is thoroughly

cleaned.

In each facility there is an easily visible certificate of hygiene where the visitor can see exactly when the

ball pools were last cleaned.

The kitchens works according to the guidelines of the HACCP food audit, a process initiated by the

European Union.

The playground is periodically washed.

The balls in the ball pits are cleaned regularly in a special washing machine.

Safety

The playground is checked weekly and periodically for safety. This is done according to the guidelines

of the Liftinstituut.

There is always a member of staff present with a degree in BedrijfsHulpVerlening (BHV) and a First Aid

diploma (EHBO). The staff maintains the safety of everyone, reports the accidents, provides first aid to

victims and helps contain fire until rescuers are present. Every year the staff take part in an emergency

course.

All facilities have an evacuation plan and meet the requirements of the fire department. There are

smoke detectors installed, and in various places there are manual call points that will report a fire on

the control panel. Fire extinguishers are present and are inspected annually.

Both for your safety and ours, Ballorig 's-Gravenzande has CCTV.

https://translate.googleusercontent.com/translate_c?depth=1&hl=it&rurl=translate.google.nl&sl=nl&tl=en&u=http://nl.wikipedia.org/wiki/HACCP&usg=ALkJrhhQMh3F48OWzGkxvm-g8g5hqsaheQ

https://translate.googleusercontent.com/translate_c?depth=1&hl=it&rurl=translate.google.nl&sl=nl&tl=en&u=http://nl.wikipedia.org/wiki/HACCP&usg=ALkJrhhQMh3F48OWzGkxvm-g8g5hqsaheQ

https://translate.googleusercontent.com/translate_c?depth=1&hl=it&rurl=translate.google.nl&sl=nl&tl=en&u=http://www.liftinstituut.nl/keuringen-en-certificeringen/21/&usg=ALkJrhip_bfQ7WMNGMISkoKk1qH5hQWlBA

https://translate.googleusercontent.com/translate_c?depth=1&hl=it&rurl=translate.google.nl&sl=nl&tl=en&u=http://www.liftinstituut.nl/keuringen-en-certificeringen/21/&usg=ALkJrhip_bfQ7WMNGMISkoKk1qH5hQWlBA


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10 BUDGET

COST TYPE DESCRIPTION No. of Units Cost per Unit Total

1000

1100 Ballorig Westland 2 € 1,500.00 € 3,000.00

2000

2100 Bij - 1 staff ( volunteers ) € 0.00 € 0.00

2200 Ballorig staff € 0.00 € 0.00

3000

3100 Bij - 1 staff transport € 0.00 € 0.00

3200 Ballorig staff transport € 0.00 € 0.00

3300 Projector transport 1 € 17.50 € 17.50

3400 Photography € 0.00 € 0.00

4000

4100 Balloons 2 € 2.99 € 5.98

4200 Banner decoration € 0.00 € 0.00

4300 Chips € 0.00 € 0.00

4400 Beverage € 0.00 € 0.00

4500 Ice cream € 0.00 € 0.00

4600 Hoodies 200 € 0.00 € 0.00

4700 T-Shirts 200 € 0.00 € 0.00

4800 Educational toys € 0.00 € 0.00

5000

5100 Projector rental 2 € 25.00 € 50.00

5200 Projector montage € 0.00 € 0.00

6000

6100 Printing Flyers 1000 € 0.17 € 170.00

6200 Printing Bij - 1 assessment forms 200 € 0.73 € 146.00

6300 Printing on hoodies 200 € 0.00 € 0.00

6400 Printing on T - shirts 200 € 0.00 € 0.00

6500 Distribution of flyers and Registration Forms € 0.00 € 0.00

6600 Internet advertisement 1 € 0.00 € 0.00

6700 Tv report 1 € 0.00 € 0.00

6800 Newspaper advertisement 1 € 0.00 € 0.00

7000

7100 Mascot € 0.00 € 0.00

8000

8100 Sponsorship (cash) 1 -€ 316.00 -€ 316.00

Total Actual Cost € 3,073.48

Actual Cost per Day € 1,536.74

Total Expenses € 3,389.48

Budget € 3,500.00

Margin € 426.52

Entertainment costs

Revenue

Location costs

Production costs

Indirect production costs

Facilities

Technical production expenses

Promotional costs


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10.1 Location costs

Ballorig Westland

The event will take place at Ballorig Westland indoor playground venue. The sum given in the actual

costs column represents the price reached in negotiation with the venue for hiring the complete indoor

playground for two days. Price for hiring venue for one day is €1,500. As it is a two-day event, total

actual costs for the location is €3,000. The price will be paid by Dragonfly Entertainment Solutions

regardless of the actual number of attendees.

Total actual costs for the location are €3,000 for two days.

10.2 Production costs

Bij-1 staff

Volunteers which are already within the Bij-1 community will contribute to the event by presenting Bij-

1’s organisation and its goals to the parents. The price is €0.00 as they are volunteers.

Ballorig staff

Employees of Ballorig Westland will keep an eye on the children and entertain them throughout the

event. They are included in the €3,000 sum paid for two days’ exclusive occupation of Ballorig Westland.

Total actual costs of the production costs are €0.00

10.3 Indirect production costs

Bij-1 staff transport

There is a major organisational advantage to using Bij-1’s volunteers - they all live in the local area,

meaning the venue is reasonably accessible for them. The volunteers will therefore arrange their own

transport.

Ballorig staff transport

Ballorig employee’s transport is included in the price we are paying for the venue.

Projector transport

The projector will be delivered to the venue by 1001Beamers. However the price for the transport is not

included in the price for renting the projector, and we have an additional actual cost of €17.50.


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Photography

During the event itself, there will be a photographer which will make this event memorable by taking

pictures of children, parents and Bij-1’s representation. Since the photographer from Wilmar Harting

Fotografie is already a member of the Bij-1 community, he is willing to sponsor us with his contribution

for free.

Total actual costs of the indirect production costs are €0.00

10.4 Facilities

Balloons

Balloons will be bought by Dragonfly Entertainment Solutions out of the budget the company has been

given for the event. The price of one pack containing 18 balloons is €2.99 and they will be bought from

Blokker. There will be two packs bought and actual cost for the purchase of the balloons is €5.98.

Banners decoration

Bij-1 will provide us with banners which will be set up around the venue for two days. Set up will be

done by Bij-1 volunteers so they place the decorations as they wish. For that reason, the price is €0.00

Chips

Snacks will be provided by Ballorig. Chips are included into the price of the venue for both days which

brings the actual costs to €0.00.

Beverages

Beverages for children (only) will be provided by Ballorig. The price of €3,000 that we are paying for the

venue, also covers beverages costs. This made our actual costs on beverages €0.00

Ice cream

Children will receive ice cream which will also be provided by Ballorig. This is included in the price of

the venue for both days which gives us actual costs of €0.00

Hoodies

Puma is a well-known brand which will provide us with 100 hoodies for the children and their parents.

We proposed this sponsorship by writing a letter to Puma (see appendix 11.6).

T-Shirts

Vingino will provide us with 100 t-shirts which will have the Vingino and Bij-1 logos on them. They will

be handed out to any attendees at the event who wish to have one (see appendix 11.5).


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Educational toys

Intertoys will support and sponsor us with educational toys for the children at the end of the event. The

negotiation was made with Intertoys after sending them a sponsorship proposal letter (see appendix

11.10)

Total actual facility costs are €5.98

10.5 Technical production costs

Projector rental

Projector rental has been calculated based on prices given by www.1001beamers.nl for the InFocus

2500 ANSI model. Renting this model per day costs €25.00.

Projector montage

Projector will be positioned appropriately by the trained staff from 1001Beamers. Bij-1’s slides and

pictures will be projected on the wall for parents to see Bij-1’s achievements so far and its goals for the

future. Montage and placement of the projector is included in the rental price of the projector for both

days which made the actual cost for montage €0.00

Total actual technical production costs are €50.00

10.6 Promotional costs

Flyer printing

Flyers include basic information about the event, date, time and place. It also consists of the cut out

form for organisers to estimate total attendance and date of attendance. Calculation for the cost of

printing flyers was based on the rates of Printerette. Actual cost for flyer is €0.17 per piece, there will

be 1000 pieces printed which gives us the actual cost of €177.83. Vingino was kind enough to offer to

cover this cost as sponsors in exchange for promotion of their brand.

Assessment forms

Assessment forms include information about parents who are willing to join Bij-1. Prices have been

calculated and are based on rates of Printerette. Actual cost for printing out one assessment form is

€0.73. As we will require 200 forms, actual cost for printing all assessment forms is €146.00. This will

also be covered by our sponsor Vingino in exchange for promotion of their brand.

Hoodie printing


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While Puma is our sponsor, they are going to print 100 hoodies with Bij-1 logo on them. Hoodies are

going to be given to the kids to take home as a memento of their experience at Ballorig. After the event,

other children will see the Bij-1 logo with ‘Free Holiday Playdays’ slogan on the sweaters, which will

give Bij-1 publicity they need to expand their project.

T-shirt printing

Vingino as a sponsor will provide us with 100 t-shirts for the children with the Bij-1 logo as well. Children

will take their t-shirts home as a memento of the day they had and also to spread the word about Bij-1.

Subsequently, actual cost for printing the logos on shirts is €0.00

Distribution of flyers

Distribution will be made by Bij-1 volunteers. They will visit schools in the area of Spoorwijk and hand

out flyers for the children. Actual cost of the distribution is €0.00.

Internet advertisement

Since the promotion will also consist of internet ads, we found a way to promote this event for free on

The Hague’s municipal website.

TV report

As Omroep West is a local TV station, they were willing to cover the story about this event and showcase

it in one of their programs. This small report would make quite of difference for Bij-1’s organisation as

the event would be seen by a lot of people in the area of Spoorwijk and all of The Hague.

Newspaper advertisement

Municipality of The Hague gave us the unique opportunity to promote our event through the local

newspaper ‘Stadskrant’ in The Hague. Of course, it will be free since they are one of the sponsors for

our event.

Total actual promotional costs are €323.83

10.7 Revenue

Sponsorship (Cash)

The sponsorship by Vingino was in the form of a cash donation. This will cover the expense for printing

out flyers and assessment forms which estimates to €323.83. That is the reason why total actual cost

of revenue is: -€383.83


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10.8 Entertainment costs

Mascot

Ballorig will provide with a mascot act for the children which is also included in the price of the venue.

Total actual cost for entertainment costs comes to €0.00


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11 APPENDICES

11.1 Initial Draft Moodboard/Flyer


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11.2 Final Flyer with Tear-Off Form


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11.3 Bij-1 Registration Form


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11.4 Design of T-Shirts & Hoodies (Sponsorship)


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11.5 Sponsorship Letter – Vingino


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11.6 Sponsorship Letter – Puma


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11.7 Sponsorship Letter – Omroep West


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11.8 Sponsorship Letter – Wilmar Harting Fotografie


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11.9 Sponsorship Letter – Municipality


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11.10 Sponsorship Letter – Intertoys


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11.11 Targeted Schools

Targeted Schools Address Postcode

Basisschool Jeroen Guido Gezellestraat 51 2524 CK

De Spoorzoeker Busken Huetstraat 22-24 2524 TT

OBS Dr Willem Drees Capadosestraat 9-11 2523 AB

Elsenburgschool SBO Laboucherelaan 3 2283 EG

De Piramide Monseigneur P.J. Willekenslaan 143 2283 CP

Het Prima Generaal Vettenstraat 40 2283 LK

De Beer Actief & Creatief Karel Doormanlaan 210 2283 AZ

Mariaschool Van Vredenburchweg 75 2282 SE

Basisschool Kronenburgh Mr. D. Fockstraat 4 2283 JA


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Documents

Project Plan Class A Group 2