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Glamour Event (M) Sdn Bhd presents:
The Songket Affairs
A Fashion Show Event Proposal for Hatta Dolmat Couture
2 | P a g e CONTENTS Introduction 3 The Proposal : 4 Event Summary Event Objectives Defining Issues Event Strategy I. The Event II. Target Audience III. PR and Media Plan
IV. Collaboration and Sponsorship V. The Staffing and Administration VI. The Budget
VII. The Evaluation
Conclusion 23
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INTRODUCTION
“The Songket Affairs” is one of its kind event specially developed by our team of experts for Malaysia’s very own aspiring young fashion designer, Hatta Dolmat from Hatta Dolmat Couture; in his effort to introduce his new line of Wedding Couture made from our very own Songket.
This one day fashion show will put Hatta Dolmat in the spotlight as renowned, world-class fashion designer especially in the Wedding industry internationally.
Our main goals are to give powerful name to Hatta Dolmat Couture in the international wedding fashion industry and to introduce Malaysia’s songket as an option for a beautiful, glamorous wedding gown.
OUR CLIENT: HATTA DOLMAT COUTURE
Hatta Dolmat was the Top 3 designer for Project Runaway Malaysia 2007. He was selected as the one of the 15 finalist for the first Malaysian Project Runaway 2007, a franchise of the Project Runaway US.
His tenacity and hard work has proven a success when he was selected a few time as the best designer in the 10 episode of this reality TV show. In 2007, he become the Winner of the Ethnic Chic Design Award 2007 Singapore Design Competition by Singapore Fashion Society, an international fashion competition comprises of designers from Malaysia, Singapore, Indonesia, Thailand and the Southeast Asia countries.
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THE PROPOSAL
1. THE EVENT SUMMARY
Glamour Events team were approached by Hatta Dolmat to specially design a fashion show event to remember. The main intention is to showcase his new gorgeous line of wedding gowns made from combination of Songket and various other luxurious materials.
Not a stranger to the international event industry, we were more than happy to take up this challenge in organizing such prestigious event. We are proposing to have his first fashion show in our neighbouring country, Singapore as the pilot project. Taking small baby steps at a time, upon the successfulness of this event, we foresee more fashion shows to come in other ASEAN countries and Australia to name a few.
Glamour Events consists of all-timers and PR and event management experts with vast experiences in handling local and international events. Our main expertise is in fashion industry where our clients based include MIFA, MATRADE and Zangtoi.
To meet the main objective of this event, we propose to have the fashion show at Marina Bay Sands hotel, Singapore in August 2012. August is chosen as it will give us ample time to carefully co-ordinate and organize this prestigious event. The fashion show will begin at 8pm and expected to end by 10pm which will be followed by a small and private after event party where guests and VIPs have the opportunity to mingle and get connected.
Partnership with big players in media industry such as Astro, Mediacorp and Measat Publication will add more value to this event and will definitely be one of contributing factors in the event’s success story.
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2. THE EVENT OBJECTIVE
When Hatta Dolmat first start on his new project to create a contemporary wedding gown made of combination of songket, silk and laces; his main intention was to bring songket’s name into the international market. He wants to see songket not just being worn in Malay wedding, but also in English wedding, American wedding and many others internationally.
In line with Hatta Dolmat’s intention, the main objectives of this fashion show are:
1. To market Malaysian songket into international level. 2. To promote songket as an option for wedding gown
3. To encourage more designers to use songket in their wedding gown creation 4. To increase songket demand by 50% by the end of the year especially in
wedding industry.
5. To provide a platform for our local designer to be known in international level and to risen his name at par with international designers.
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4. THE EVENT STRATEGY
i. The Event
The Theme
Glamour Events would like to propose “The Songket Affairs” as the theme for the fashion show. The theme was chosen as it is synonym with the young designer’s main intention to introduce Malaysia’s songket to international bridal fashion couture industry.
Colourful, classy and yet very exotic songket materials are combined with laces, silk, satin and other fabrics to create beautiful, sophisticated wedding gowns which will attracts brides from all over the world. Gowns in pastel, white, pink and lilac combined with the green English Garden concept to create a beautiful, serene atmosphere during the fashion show.
Hatta Dolmat’s hope is to see his songket wedding gown couture as the next “in” thing in the international wedding industry for the years to come. The combination of traditional meets modern looks will definitely create a unique style that creates elegance and sophistication to brides all over the world.
The Red Carpet and Opening Ceremony
The event will kick off at 7.30pm with Hollywood style Red Carpet where we can see glamourous celebrities and VVIPs strut in their latest designer wears. Before the show begins at 8.30pm, we will invite our honorary guest, YB Dato' Seri Utama Dr Rais Yatim, Minister of Information Communications and Culture to give a brief opening speech and to officiate the event.
The Fashion Show
For the fashion show, Glamour Events is collaborating with SP Models – a top model management agency in Malaysia in providing experienced models for the purpose of this bridal fashion show. Models are handpicked by the management team and Hatta Dolmat personally to ensure they fit in with the criteria. The models have to represent the diversified Malaysian culture; therefore 10 female models consist of 3 Malays, 2 Chinese,
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3 Indian and 2 Pan-Asian are pre-selected based on the their portfolios presented by SP Models.
These models will be wearing Hatta Dolmat’s Couture bridal gowns made from combination of Songket, french laces, silk and satin.
Glamour Events has also approached actress, Maya Karin and renowned emcee, Mahathir Lokman to be the emcee for that night. They have given their initial agreement and we hope to be able to collaborate with them to ensure the event is a big success.
The guests will be entertained during the interval session of the fashion show by our own songstress, Ning Baizura. She will be performing two of her songs to entertain the crowd.
The After Event Party
The fashion show is expected to end at 10pm and right after that guests and VVIPs are invited to adjourn to the after event party at Marina Sands Bay VIP Lounge where they can mingle and enjoy good food and free flow of drinks catered by the hotel.
ii. Target Audience
Target audiences for the fashion show are listed as below:
VVIP
1. YB Dato' Seri Utama Dr Rais Yatim, Minister of Information Communications and Culture
2. Dato’ Siti Nurhaliza and husband 3. Dato’ Michelle Yeoh
4. Dato’ Rozana Rozhan, CEO of Astro 5. Mr Shaun Seow, CEO of Mediacorp 6. Puan Habibah Zikri, Bibah Songket
Other than VVIPs, we are inviting our media friends both from Malaysia and Singapore to cover the event, fellow designers from both countries, celebrities and other big names from both media and fashion industries. Estimated total guest inclusive of VVIPs are 150-170 pax.
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iii. The PR and Media Plan
In order to achieve the objectives set for the fashion show, the Glamour Event team has developed a comprehensive PR and Media Plan.
Glamour Event has been in the industry for almost 10 years. Over the years we have successfully done our media outreach activities and has establish good working relationship with the media and therefore we had identified the effective ways to promote the fashion show and to reach its target audience to ensure the show is successful.
a. Press release
Our team of PR experts will come out with a press release that contains detail and precise information about the upcoming fashion show by Hatta Dolmat. We target to release the Press releases to major newspapers both in Malaysia and Singapore at least 2 weeks before the event starts to create media buzz. Our team members will do a constant follow ups to ensure that the news of the fashion show will be published before the actual event.
The Press release will also be sent simultaneously with the invites to the actual event in August.
b. Advertisement – Above the Line
We target to start the advertising effort 2 weeks before the event. We had identified the media below based on their wide circulation and popularity.
i. The Star newspaper (Malaysia) – 1 page advertising spread x 7 days
ii. The Straits Times newspaper (Singapore) – 1 page advertising spread x 3 days iii. InTrend Magazine (Measat Publication, Malaysia) – 2 advertorials in July and
August publications
iv. TV advertisements in Astro (Malaysia) – continuous starting 2 weeks prior to the event.
v. Radio advertisement (HItz.FM, Malaysia) – continuous starting 2 weeks prior to the event
vi. Radio advertisement (Mediacorp, Singapore) – continuous starting 2 weeks prior to the event.
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c. Social Media Campaign
Our team will create a fanpage in Facebook and create trending on Twitter - 2 of the most popular social media platforms to promote the event. We will continuously update the pages and we have one dedicated personnel to monitor and update the pages.
d. Post-release
Post release to wrap up the event, and to give proper credit to the sponsors, media partners and supporters. The post release will be done immediately after the event.
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iv. COLLABORATION AND SPONSORSHIP
Glamour Events has approached the below as the main sponsors for this fashion show:
Marina Bay Sands Hotel, Singapore – as the Official Hotel and Official venue. The hotel has also agreed to sponsor 20 twin sharing rooms as accommodation for the participating models and staff.
Astro, Measat Publications, Mediacorp (Singapore) and Star Publication as the Official Media Partner.
InTrend Magazie – Official Magazine (Measat Publication) Htz.FM – Official radio partner
Snips – Official hair team MAC – Official Make-up
Aeroline –Official logistics partner
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v. THE STAFFING AND ADMINISTRATION
OUR STRENGHT
We has successfully conducted events for: Cyberview Sdn Bhd
Bank Simpanan Nasional Prudential BSN
Shell Malaysia (M) Sdn.Bhd. Petronas Dagangan Berhad Secret Recipe (M) Sdn. Bhd. Bank Negara Malaysia Maybank Etiqa Berhad Siti Nurhaliza Production
Wedding for Fasha Sadha & Jejai Deep Purple Concert
KL Fashion Show Zangtoi
MATRADE MIFA
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Board of Directors
General Manager
Manager (Publicity & Events)
NOREHAN RUSLI
Manager (Sales & Marketing) NURUL AKMA CHEK OM
Manager (Administrative) FAIRUZLIZA OMAR
GLAMOUR EVENTS (M) SDN BHD ORGANIZATION CHART
Manager (Operation) NOOR EZLIN SHA’ARI
Manager (Accounts) SITI ROSLIZA IBRAHIM
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STAFFING /ADMINISTRATION /QUALIFICATIONS
STAFF
With 35 dedicated and qualified staffs we will ensure event move smoothly and job task has been delegates to five managers that will lead their team to uphold and to provide optimum performance.
NorehanRusli
Manager - Publicity & Events
She has an extensive in the publicity and event management line as she served as a consultant in the largest event company in Malaysia, Big Apple Groups since 2000 until year 2005. She also had the privilege and opportunity to work with established company before like Maxis, Celcom, Ambank, Maybank Groups and many more. She is holding a MBA in Mass Communication from University of Malaya at 1999 and now age is 32years old.
She will responsible to promote the event to the maximum and organize the whole programme. She also will liase with media and guests and provide PR materials. She will be the person contact for the project.
Nurul Akma CheK Om
Manager - Sales & Marketing
She is one of the expert in IT and having lots of working experience in hotel industry. She is holding a Bachelor Degree in Hotel and Tourism from Taylor College. Advantage of having a lots of contacts make her the most valuable sales person in our company.
She will responsible to manage all sales, promote and market the event up to international level. Promotion materials will come from her end.
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Manager - Administrative
Holding a Diploma in Office Management from University Of Technology Mara Shah Alam. she has an experience in this field when he had the opportunity to work with the famous publishing company before.
She will responsible to provide the update data contact and minutes, compiling expenses, quotation, agreement and all task pertaining to administrative
Noor Ezlin Sha’ari Manager - Operation
32 years old woman and holding a Bachelor of Business & Management from University of London. Currently she look on company operation, supplies and equipment that need to be ready at anytime.
She will responsible to ensure logistic, accommodation, transportation and matter pertaining to operation.
Siti Rosliza Ibrahim Manager -Accounts
31 years old women with 4 years experience as accountant before in legal firm and was started with the company since 2004. As an Account Manager, she is responsible to manage our financial flows. Holding a Bachelor Degree in Accounts from Universiti Sains Malaysia, Pulau Pinang and now age is 32.
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EQUIPMENT AND CAPABILITIES
Paid-up capital : RM 2,000,000.00
Car : 5 cars
Machine : Printing Machine
Able to produce flyers / bunting / banner
Factory : located at No 6, Jalan Pinang, Pinggiran Putra Perdana, Puchong
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vi. THE BUDGET
Budget Proposal for Bridal Fashion Show - 'The Songket Affairs' by Hatta Dolmat Couture
ITEM QTY SUBTOTAL TOTAL (RM)
1
GLAMOUR EVENTS PROFESSIONAL
FEES 1 50,000.00 50,000.00
2 MODELS AGENCIES (SP MODEL AGENCY)
Runway models fee on the event 10 1,000.00 10,000.00
Rehearsel fee for 2 days prior event @ 4hours
/RM100 per hour 10 800.00 8,000.00
3 EQUIPMENTS (AUDIO-VISUAL & STAGING)
26' x 6” gray-carpeted runway & stages
platforms/per stage section 22 200.00 4,400.00
8'x8'x8' Entrance Backdrop 2 800.00 1,600.00
4'x4'x7' center opening Backdrop (Complete with
color & wording) 1 600.00 600.00
PA Systems (Complete with 7 speakers on
Stands, Subwoofers & amplifiers) 1 2,000.00 2,000.00
Mix board & Ipod Cable 1 1,000.00 1,000.00
SM Microphone(s) 4 150.00 600.00
Rostrum 1 100.00 100.00
Stage Light (Complete sets) 1 800.00 800.00
Fresnel Lantern Light Fixtures 4 1,200.00 4,800.00
Spot Light 2 100.00 200.00
Settees (for VVIP,VIP, Press,Guests & 2
emcees) 170 150.00 25,500.00
Walkie-talkie(s) 10 80.00 800.00
Mobile partition(s) - as backstage dressing
room/per section 24 100.00 2,400.00
Space Rental at Convention banquet hall of
Marina bay sands hotel 1.00 10,000.00 10,000.00
(price inclusive amenities and security)
4 CATERING & BEVERAGE
Cocktail/per person includes @ RM50.00 per
pax 170 50.00 8,500.00
VIP Lounge rental 1 1,000.00 1,000.00
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5 DESIGN & DÉCOR
20 X Floral Centrepieces @ RM15/each for
cocktail tables 20.00 15.00 300.00
. PRINTED MATERIALS
Design fee - Invitation (design,panel card,one
color,reply card, & map) 200 5.00 1,000.00
Design fee - Banner (design & three
colors,) 10.00 95.00 950.00
Design fee - Bunting (design, & three
colors) 10.00 120.00 1,200.00
Event signage (logo fashion brand)
6 STAFF 20 1,920.00 38,400.00
Staff involved for the fashion show
preparation
and other task related to the event:
10hours/week for 16weeks@ RM12/Per
hour
7 EMCEE
Emcee involved for the fashion show
preparation: 2 1,500.00 3,000.00
Rehearsel 2days prior & 1day during event
5hours/day @RM100/per hour
8 TRANSPORTATION
Aeroline bus to transport Models and crew/staff
(KL-Spore-KL) 1 2,500.00 2,500.00
9 ACCOMODATION
20 twin sharing rooms at Marina Bay Sands
Hotel, Singapore 20 FOC 0.00
10 PROMOTION Bunting 100 65.00 6,500.00 * 100 pcs within Singapore Advertisement:
The Star newspaper - 1 page spread x 7
days 7 FOC 0.00
The Straits Times (Singapore) - 1/2 page spread
x 3 days 3 250.00 750.00
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August publication
TV Ads in Astro FOC 0.00
Radio Ads - Hitz.FM FOC 0.00
Radio Ads (Singapore) - Mediacorp FOC 0.00
11 MISCELLANEOUS & SUPPLIES
Supplies (pens, nametags,folders,pads) 50 30.00 1,500.00
Telephone and toll charges 20 300.00 6,000.00
Special gifts for VVIP,VIP,guests & media 180 100.00 18,000.00
Press Kits 30 50.00 1,500.00 Invitation cards 150 5.00 750.00
SUBTOTAL
214,650.00
GRAND TOTAL
214,650.00
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vii. THE EVALUATION
The evaluation of this event will be measured through the successful of achieving company objective and goals. Process evaluation targets for measurable objective effective while the show is an ongoing and after.
1. TO MARKET MALAYSIA SONGKET TO INTERNATIONAL LEVEL
The attendance of the below invitees to the actual event will show the results how far the event is successfully accept and appreciated.
International Bridal Designers International Medias
International Photographers International Fabrics Seller
Via above invitees, we will able to see the results via media coverage, photography and more Q&A on songket.
2. TO INCREASE NUMBERS OF BRIDAL DESIGNERS TO USE SONGKET AS THEIR FABRIC MATERIAL
The attendance of the bridal designers to the actual event
3. TO INCREASE SONGKET DEMAND BY 50% BY THE END OF THE CAMPAIGN
Comparing between the sales between before the event and after the campaign period. If the sales show an extra of 50%, the event is successful.
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4. TO BE A WORD OF MOUTH AMONG THE FASHION DESIGNER AND BE THE FIRST SELECTION OF OUTFIT FOR BRIDAL
Monitoring Social Media; the amount of Facebook likes and Twitter followers gained through the publicity activities.
Monitoring Websites Hits
The coverage of the event and the publicity leading up to it in the media including Television
Radio Newspapers Magazines Blogs
5. The below measurement would be able to generate data that meet the objective achievement (informational & motivational) for the program. Part of the measurement use to enhance the credibility of the program objective.
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SUMMARY OF EVALUTION AND MEASUREMENT
BEFORE THE EVENT
DETAILS MEASUREMENT METHODS DURATIONS OBSERVATIONS 1- MEDIA –ELECTRONIC Radio
Promotion via radio
advertising
Television
Media interviews and
coverage
SURVEY 1 month before event
2- MEDIA-PRINTING
Advertorial, Announcement and Advertisement
Magazine
Newspaper
CLIPPINGS / COVERAGE / PHOTOGRAPHY
1 month before event
3 – OTHERS
Pamphlets & Posters
Facebook Twitte
DISTRIBUTIONS LIST & QUANTITY DISTRIBUTED
NO OF VISITORS TO THE WEB & CALLERS
1 month before event
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AFTER THE EVENT
DETAILS MEASUREMENT METHODS DURATIONS OBSERVATIONS 2- MEDIA –ELECTRONIC Radio
Coverage on the event
Television
Coverage on the event
Coverage/ Photography/
interviews
1 month after event
2- MEDIA-PRINTING
Advertorial, Announcement and Advertisement
Magazine
Newspaper
CLIPPINGS / COVERAGE / PHOTOGRAPHY
1 month after event
3 – INVITEES
The attendance of the invited
guest
Book of attendance / comments
1 month after event
4 – OTHERS Facebook Twiiter
NO OF VISITORS TO THE WEB & CALLERS
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CONCLUSION
Organizing an international event is definitely not a walk in the park. It requires teamwork and collaboration from team of people with vast experiences and with the right skills and strategic collaboration with the media partners. We, at Glamour Event have the right package to ensure the event is successful and memorable one.
We strive to excel in every challenge we face. We will design an event according to your requirement and budget. We know the key people from both fashion and media industry, therefore it is only logical to come to us in organizing this fashion show.
Our list of extensive clientele and experiences says it all. It is the right move to come to us and give us the trust to handle such prestigious international event. We have the capabilities and experience to handle an international fashion show, therefore it is only logical to give us your trust.
In short, Glamour Event is the right choice for you and we trust the proposal meets your requirements and expectations.
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