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  • Out of the Ashes An event for Tammy and Bailey Rector            Table of ContentsOut of the Ashes................................................................................................................. 1Executive Summary..................................................................................................... 3About the Family......................................................................................................... 4About the Agency....................................................................................................... 5Event Description........................................................................................................ 6Rationale for the Event............................................................................................... 7Event Venue................................................................................................................ 8Event Participants........................................................................................................ 9Event Promotions........................................................................................................ 9Event Sponsors.......................................................................................................... 11Event Budget............................................................................................................ 11Event Execution........................................................................................................ 12Event Evaluation and Post-Mortem.......................................................................... 13Appendix A " Floor Plan.......................................................................................... 16Appendix B " Event Poster....................................................................................... 17Appendix C " Event Ticket....................................................................................... 18Appendix D " Media Release................................................................................... 19Appendix E " List of Donors.................................................................................... 20Appendix F - Budget................................................................................................ 23Appendix G " Event Agenda.................................................................................... 24Appendix H " Northern Life Story........................................................................... 26Appendix I " Cambrian Shield Story........................................................................ 27Appendix J " Media Coverage Value....................................................................... 28          Executive Summary             Out of the Ashes was a charity event put on by the second year Public Relations students to raise money for the Cambrian College Public Relations Bursary, and for the Rector family.  The event took place at Respect is Burning.            Detailed in this document is the story of how this event came to be.  Information about the family is provided to give an outline of why they were deserving of this event.  A description of the Public Relations class is included, and gives the story of how they became involved.  Details of the Event are also included to show the reasoning of how the event happened, and who was involved.  A description of the event, the rationale behind it, the venue, the participants, the promotions done, the sponsors, the budget, how the event was executed, and the final evaluation are outlined in detail to show the hard work and the satisfying pay off as a result of Out of the Ashes.           About the Family             Tammy and Bailey Rector lost everything in an apartment fire at the end of February 2008.  They managed to get out safely with only their pyjamas.  Tammy is a single mother currently on disability from work.  She has been living with friends and family, and has been slowly putting back the pieces of her life with their support.Fundraising efforts so far have succeeded in raising $10,000 for Tammy and Bailey, but that is not nearly enough.  They lost everything in this fire, and $10,000 doesn’t cover the costs of buying everything they need.  It takes a lot of moral and financial support in order to start again, and buy the clothes and furniture they lost.  They currently are still without a home of their own, and continued fundraising is a great way to help them get back on their feet.  Every little bit helps.            About the AgencyThe second year Public Relations class took on a daunting task of making this fundraiser the best it could be.  Spurred on with the goal of setting a Public Relations class record for dollars earned, they split the class up into smaller groups that would each cover a specific set of tasks.Kate Kent was voted as Project Manager.  She was responsible for over seeing the entire event details and making sure each group stayed on top of their tasks and completed them efficiently and in a timing manner.Heather Haines, Leo Van Limbeek, and Tamara Dubnewych made up the Sponsorship group.  They had the task of getting the Silent Auction items through donations from local businesses in the Sudbury Community.  They were also in charge of the bidding and distributing the items to their new owners, as well as collecting the winning bids.Nina Khoury, Roxanne Arcand, Lyndsay Bouchard and Adrianna Denduyf comprised the Venue and Food group.  They were in charge of making arrangements with the venue, Respect is Burning, and setting up the menu items and their quantity.  The day of the event, they were responsible for setting up the tables for the auction, as well as for the guests.Amanda Lepine, Holly Lielkalns, Katelyn Jeffery, and Megan Campagna were the Marketing Group responsible for the tickets and advertising of the event.  They designed tickets and poster to be distributed around the City of Sudbury. As well, Holly was the Public Relations person who would be contacted if people wanted further information.Sara Chaput, Kyle Henri, and Afton Hicks were a second marketing group responsible for the Media Relations aspect of the event.  They sent out media releases to the local radio stations, and posted event information on Community Notes. Event DescriptionThe event was a spectacular evening held at Respect is Burning in the Mars room.  It was a night of food, drinks, live music, a silent auction, and most importantly fun.  It was conceived first as a fundraiser for a young man who suffered a heart attack on vacation.  But he was uneasy with the idea of more fundraising done for him.  He was very thankful, but passed on the idea. So Plan B was conceived.  This is how Out of the Ashes for Tammy and Bailey came to be.            The event, from the beginning, took on a relaxed atmosphere.  A place where people could come and mingle, eat and drink, and listen to live music.  The silent auction was the main focus for the event, as this was where most of the profit was made.            Out of the Ashes took place on April 5th, 2008, starting at 7:30 pm and lasting well into the night.            The Comfortable Chairs, played two sets of their jazzy music, which filled the entire venue, and entertained the crowd.  People applauded and cheered after every song, and even danced to a few of their hits.   Rationale for the Event             The purpose for the event was to raise money for the Public Relations Bursary and for Tammy and Bailey Rector.            Every year the Public Relations class fundraises for the program, as do most programs at Cambrian College.  It is a great way to promote the program, and as well, fund students in the program who continue to work hard, and show a drive and commitment to what they are learning.            As well, choosing Tammy and Bailey, as the second recipient, was a choice that was made, to give the event more of a meaning, and as well, to give it a heart warming feel for both the students and the guests involved.  Having such a deserving family be the recipients of what ever we could raise for them, made people more interested in donating items for the auction, donating money towards our cause, and donating their time.  As well, it was a great pitch to sell tickets, as the proceeds were going to a cause that was more then just a bursary for Cambrian Public Relations students.            The goal of the event was to raise $2,500 dollars, to be split between our two causes.     Event Venue            The venue for this event was graciously donated to us.  Respect is Burning let us hold our event in the upstairs Mars room.  Respect is Burning already has a clientele of loyal customers, and is in a great location downtown among many other shops, restaurants, and businesses.            The Mars room itself, as a split level room with a lower level at the top of the stairs, which is where the bar is, and where the food and silent auction tables were set up.The upper level had tables and chairs for people to sit and eat at, and a stage for the band to play on.  Included in the room was a sound system that allowed us to play music in-between the bands sets, and as well to have the band be heard.            The Mars room has a very cool and laid back feeling to it.  With soft red lighting and funky décor, it was a great spot to have people come and spend a fun evening out, without having to go to a crowded and loud location.Floor plan of the Mars room is appendix AEvent Participants             Many people became involved in the event right from its beginning.  The Public Relation students were involved through their Event Management course.  And astoundingly both Respect is Burning and the Comfortable Chairs signed on to donate their time and space to the event before another recipient was decided. Tammy, Bailey, and their fundraising person Claire were involved after their story had been presented, and the class agreed upon them as being the other recipient, and they of course accepted being the recipients.  Respect is Burning played a huge role in the event by having their staff help with set up and take down of the venue, and having servers and bartenders work the Mars room that evening to provide guests with tasty treats.Friends and family, of both Tammy and Bailey, and the Public Relations students were involved as guests of the event.  They contributed by buying tickets, and donating money to Tammy and Bailey, and bidding on silent auction items.  Event Promotions             In terms of marketing this event, posters were made and placed all around the downtown area of Sudbury, in businesses, and areas allocated for posters.  As well, posters were put up all around the Cambrian Campus.            Media releases were sent out to the local radio stations including, Q92, 105.3 Easy Rock, and Big Daddy 103.9, as well as local newspapers including, The Northern Life and The Sudbury Star. Community Notes is a MCTV posting where non-profit events can be advertised for no cost, and Out of the Ashes information was placed there.These strategies were used because they were low cost, and as well, would reach a wide public from the community of Greater Sudbury.            In regards to promotion, more could and should have been done to advertise this event.  Posters did not go up soon enough; they were placed in different locations only two weeks prior to the event.  This was not enough time for people to see the posters and inquire for more information, and therefore buy tickets.Copy of Poster is appendix B.Copy of Ticket is appendix C.Copy of Media Release is appendix D.             Ticket sales lacked because they weren’t sold in locations with higher traffic.  Tickets were sold at Records on Wheels, but this proved to be in vain, as very little tickets were bought.  As a result, tickets were then sold by the individual students.             More could have been done to promote this event, such as more posters in more locations, a regular spot at a high traffic area to sell tickets, which would have added costs but could have resulted in more dollars earned, as well, using the internet to get the word out through websites like Facebook.  Event Sponsors             The event didn’t require sponsorship as the venue, food, and staff were donated, as well were the items for auction.  The costs were covered through our budget, so the sponsorship group did not have to pursue more sponsorship dollars.            Respect is Burning did more then enough to provide us with a great location, all the necessary equipment and a confident and friendly staff who made the night more enjoyable by being personable and circulating the event with the finger foods offered.            For the silent auction, many local businesses donated a wide range of items to be bid on.  Items from Science North and Dynamic Earth, Theatre Cambrian, local restaurants, Rainbow Cinemas, The Ultimate You, and many more were donated. See appendix E for a complete list of donors and items.Event Budget             The total budget for the event was $344.65.  This was well under the estimate of over $2,000.  This was a result of the venue, food and staff being provided for us at a low cost of $300.  For this cost, we not only got the venue, food and staff, but decorations, and linens for the tables.For the venue, the only additional cost were supplies, which was a hand stamp to identify ticket holders as they entered the event.            Also, the costs of printing the posters and tickets was lower then estimated which resulted in a great savings.  Using in-house printing at Cambrian College, saved us an estimated $75, as opposed to using on outside printing company.             Ticket sales and auction items brought in a total of $2, 915.  This was lower then the estimated total of $3,375.  That was because the ticket price was reduced from $25 to $15 dollars for students, and because not all auction items went for their estimated price.             In total the profit of the event was $2,570.35.  This made the event come in under our budget, but over our own expectations. See appendix F for complete budget details.    Event Execution                        The event execution started early the day of the event.  Early in the afternoon, Tamara, Sara, Lyndsay, and Nancy went to Respect is Burning to set up the venue and the silent auction tables.            Later in the evening, the rest of the participating class arrived to put any final touches of the venue, and as well to make sure we were all ready and new our own individual parts.            As a member of the Sponsorship group, I was responsible, as well as my team mates, for the items.  We were to stay close to the table to make sure the items remained there, and to assist guests with any questions they had in regards to any of the items.  As well, we spoke to the guests as the entered and mingled and encouraged them to check out the items, and place their bids.            As the night went on, we kept track of the bidding to make sure that each item had at least one bidder.  However, the 3 month membership to the Brazilian Jujitsu Club, had no bidders, but an interested guest said he would be willing to place a lower bid then the initial start up bid of $80.  After conferring with my team mates, we made the decision to lower the starting bid, and he placed his bid on the item. For full details of the event and participants see appendix G.   Event Evaluation and Post-Mortem             The event, overall, was a complete success.  All items, except one, were bid on and giving to their new owners.  Tickets were all but sold out, and we had a great crowd of people from all over the community.              The staff at Respect is Burning, were kind and courteous to the guests and went around offering them food with smiles.  As well the kept the place clean by picking up the napkins and glasses as they were discarded.              The Public Relations students mingled with guests, but also had a chance to enjoy the fruits of their labour by snacking on the food, having a drink, and enjoying the band.The only draw back, was with so many students involved in the event, and most of their efforts taking place before the event, rather then at the event, they found themselves without much to do, and mostly stayed in one area. The only recommendation to fix this issue, would have been to involve them more in the silent auction by having them work the crowd to encourage people to look at the items, and place bids.  Also they could have added an element of competition by doing this.             The post mortem took place on April 11th, 2008, one week after the event.  Each group was able to do a final evaluation on what they did.  The group in charge of posters and tickets did a really good job designed both items and getting them printed.  The only thing they could have done to improve ticket sales was to get the posters up sooner, and sell tickets in a better location.The media relations group was successful in getting a lot of media coverage.  The Northern Life printed stories before and after the event. And interviews were given by both Sara Chaput and Kate Kent.  And a story was also printed in Cambrian’s newspaper The Shield.  There only downfall was that they waited too long to get the message out about the event, as a result of the group not being able to come together to make decisions.The sponsorship group did more then what there goal was in bringing in items totalling more then $3,000.  There was a good assortment to the items and gave guests a variety of things to bid on.  Although some of the items were given over inflated value by their donors making it look like the overall total value was more then what it should have been.  The only flaw was that not enough competition was constructed between items and bidders.  People didn’t feel the need to keep checking their bids.The venue and food group did an amazing job as everyone at the event enjoyed themselves.  The food was delicious, the band was entertaining, and the Mars room looked incredible.As a class we all worked really hard to make the event come together.  We tackled the issue of finding a new recipient, after our initial choice declined the offer, with speed and made the event something even better for Tammy and Bailey.It was decided though, that in the future, the class should focus more on only one event.  By doing two events, we did gain more understanding of what it takes to put on an event, but by trying to do two, we found the time constraints to limit what we could accomplish.