Viacom CBS
Event Project Management
BACK TO THE 90’s
Name: Isabelle Gobel
Course: Event Project Management
Study: HEM2e
Lecturer: Nikki Stegink
Location: TIO Amsterdam
Date: 11/04/2021
,Table of Contents
1. Initiative phase...............................................................................................................3
1.1 Expectations & wishes of the client.........................................................................................3
1.2 Target group............................................................................................................................3
1.3 Concept...................................................................................................................................4
1.4 Smart goals..............................................................................................................................4
1.5 Cost breakdown......................................................................................................................5
2. Planning Phase...............................................................................................................6
2.1 Planning the event..................................................................................................................6
2.2 Event program.........................................................................................................................7
Program Table:.................................................................................................................................................7
Program Description.........................................................................................................................................7
2.3 Location...................................................................................................................................9
2.4 Decoration & Technology......................................................................................................10
2.5 Concept & Customer journey.................................................................................................11
2.6 Creative Solutions..................................................................................................................12
2.7 Purchasing Statement Budget...............................................................................................13
2.8 Earning model.......................................................................................................................14
3. Planning phase.............................................................................................................14
3.1 Organisation breakdown.......................................................................................................14
3.2 Work breakdown chart..........................................................................................................14
3.3 Gannt chart...........................................................................................................................14
3.4 Liquidity Budget....................................................................................................................14
4. Planning phase.............................................................................................................14
4.1 Promotional resources..........................................................................................................14
4.2 Promotion Plan......................................................................................................................15
4.3 SWOT Analysis.......................................................................................................................18
4.4 Customer Journey..................................................................................................................19
5. Implementation phase..................................................................................................20
5.1 Floorplan...............................................................................................................................20
5.2 Run sheet..............................................................................................................................21
2
Event Project Management Isabelle Gobel
TIO University of Applied Sciences Amsterdam
, 6. Closing Phase................................................................................................................23
6.1 Final Budget...........................................................................................................................23
6.2 Measuring goals....................................................................................................................24
APA Sources.....................................................................................................................25
Appendix..........................................................................................................................27
Appendix 1: Organizational breakdown......................................................................................27
1. INITIATIVE PHASE
ViacomCBS Benelux is a well-known mass media company that is part of the international
ViacomCBS company, and this specific branch is located in Belgium, The Netherlands and
Luxemburg. Their Dutch office is located in Amsterdam-Noord. ViacomCBS is commonly known for
the popular channels MTV, Spike, Nickelodeon and Comedy Central. The company employs a great
deal of young people, primarily between the ages of 25-40.
1.1 EXPECTATIONS & WISHES OF THE CLIENT
ViacomCBS wishes to throw a staff event once a year, and they have requested for help with
their next event which takes place in October 2021. The main goal of this event is to show the
employees of ViacomCBS Benelux that they are valued and appreciated, resulting in improved
employee retention. The employees must enjoy their time and experience real fun and pleasure
during the event. In order to ensure this, a unique concept must be designed. Further wishes, general
information and expectations will be stated below:
A total of 500 guests will be expected.
Guests originate from Belgium, The Netherlands and Luxemburg.
A suitable hotel proposal with breakfast must be arranged for the foreign guests.
Transportation from and to the hotel needs to be arranged beforehand.
Event is required to take place in The Netherlands.
The event will start at 19:30pm and end at 12:30am.
Snacks must be provided (not in the form of dinner).
A creative plenary part in the program is expected, where guests shall be thanked for their
effort.
Maximum budget for this event is €100,000 (excluding VAT & excluding hotel costs).
1.2 TARGET GROUP
In order to sufficiently organize this event, it is important to analyze the expected target group.
The target group for this event will be ViacomCBS Benelux employees. As previously stated, the
company has a great deal of young employees, primarily between the ages of 25 to 40. Since this
event is only for the Benelux branch, it is expected that the employees work in Belgium, The
Netherlands and Luxemburg. However, it is important to note that it is likely that people from other
nationalities also work there, so it can be assumed that there might also be English speaking guests
attending.
3
Event Project Management Isabelle Gobel
TIO University of Applied Sciences Amsterdam
Event Project Management
BACK TO THE 90’s
Name: Isabelle Gobel
Course: Event Project Management
Study: HEM2e
Lecturer: Nikki Stegink
Location: TIO Amsterdam
Date: 11/04/2021
,Table of Contents
1. Initiative phase...............................................................................................................3
1.1 Expectations & wishes of the client.........................................................................................3
1.2 Target group............................................................................................................................3
1.3 Concept...................................................................................................................................4
1.4 Smart goals..............................................................................................................................4
1.5 Cost breakdown......................................................................................................................5
2. Planning Phase...............................................................................................................6
2.1 Planning the event..................................................................................................................6
2.2 Event program.........................................................................................................................7
Program Table:.................................................................................................................................................7
Program Description.........................................................................................................................................7
2.3 Location...................................................................................................................................9
2.4 Decoration & Technology......................................................................................................10
2.5 Concept & Customer journey.................................................................................................11
2.6 Creative Solutions..................................................................................................................12
2.7 Purchasing Statement Budget...............................................................................................13
2.8 Earning model.......................................................................................................................14
3. Planning phase.............................................................................................................14
3.1 Organisation breakdown.......................................................................................................14
3.2 Work breakdown chart..........................................................................................................14
3.3 Gannt chart...........................................................................................................................14
3.4 Liquidity Budget....................................................................................................................14
4. Planning phase.............................................................................................................14
4.1 Promotional resources..........................................................................................................14
4.2 Promotion Plan......................................................................................................................15
4.3 SWOT Analysis.......................................................................................................................18
4.4 Customer Journey..................................................................................................................19
5. Implementation phase..................................................................................................20
5.1 Floorplan...............................................................................................................................20
5.2 Run sheet..............................................................................................................................21
2
Event Project Management Isabelle Gobel
TIO University of Applied Sciences Amsterdam
, 6. Closing Phase................................................................................................................23
6.1 Final Budget...........................................................................................................................23
6.2 Measuring goals....................................................................................................................24
APA Sources.....................................................................................................................25
Appendix..........................................................................................................................27
Appendix 1: Organizational breakdown......................................................................................27
1. INITIATIVE PHASE
ViacomCBS Benelux is a well-known mass media company that is part of the international
ViacomCBS company, and this specific branch is located in Belgium, The Netherlands and
Luxemburg. Their Dutch office is located in Amsterdam-Noord. ViacomCBS is commonly known for
the popular channels MTV, Spike, Nickelodeon and Comedy Central. The company employs a great
deal of young people, primarily between the ages of 25-40.
1.1 EXPECTATIONS & WISHES OF THE CLIENT
ViacomCBS wishes to throw a staff event once a year, and they have requested for help with
their next event which takes place in October 2021. The main goal of this event is to show the
employees of ViacomCBS Benelux that they are valued and appreciated, resulting in improved
employee retention. The employees must enjoy their time and experience real fun and pleasure
during the event. In order to ensure this, a unique concept must be designed. Further wishes, general
information and expectations will be stated below:
A total of 500 guests will be expected.
Guests originate from Belgium, The Netherlands and Luxemburg.
A suitable hotel proposal with breakfast must be arranged for the foreign guests.
Transportation from and to the hotel needs to be arranged beforehand.
Event is required to take place in The Netherlands.
The event will start at 19:30pm and end at 12:30am.
Snacks must be provided (not in the form of dinner).
A creative plenary part in the program is expected, where guests shall be thanked for their
effort.
Maximum budget for this event is €100,000 (excluding VAT & excluding hotel costs).
1.2 TARGET GROUP
In order to sufficiently organize this event, it is important to analyze the expected target group.
The target group for this event will be ViacomCBS Benelux employees. As previously stated, the
company has a great deal of young employees, primarily between the ages of 25 to 40. Since this
event is only for the Benelux branch, it is expected that the employees work in Belgium, The
Netherlands and Luxemburg. However, it is important to note that it is likely that people from other
nationalities also work there, so it can be assumed that there might also be English speaking guests
attending.
3
Event Project Management Isabelle Gobel
TIO University of Applied Sciences Amsterdam
