Gold Coast Bulletin Fun Run: A Promotional Strategy and Evaluation (Research Paper Sample)

Gold Coast Bulletin Fun Run: A Promotional Strategy and Evaluation
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* An Executive Summary
This paper intends to assess various aspects of the event titled Gold Coast Bulletin Fun Run. This unique event is held once a year and it serves as both entertaining and healthy event. For such an efficient event like this, a strong promotional plan needs to be developed. Therefore, we have to look deep into every dimension of this event and set specific perspectives.
B. Table of Contents TOC \o "1-3" \h \z \u A. An Executive Summary2B. Table of Contents.........................................................................................................21.0. Introduction3 1.1. Background of Gold Coast Bulletin Fun Run3 1.2. Objective of the Event3 1.3. The Event's Scope32.0. An Internal Analysis of the Event43.0. An External Analysis of the Event5 3.1. SWOT5 3.2. PEST6 3.3. The Event's SMART Objectives74.0. The Target Markets9 4.1 The Primary Targets9 4.2. The Secondary Targets9 4.3. The Tertiary Targets95.0. The Strategies for Promotion106.0. The Plan for the Action117.0. The Budget for the Promotion128.0. The Evaluation of the SMART Objectives149.0. Conclusion14 References15
1 Introduction
1 Background of Gold Coast Bulletin Fun Run
Gold Coast Bulletin Fun Run is a popular and famous event in Australia. This event gives scope to people of all ages and of all backgrounds to take part in. This event is a racing event that ends at a popular and iconic place named Cbus Super Stadium. Common individuals, families, athletes, kids -- all of them register themselves as participants in this elite and prestigious competition that is held once in a year. This event is scheduled to take place on 17th April of the current year ( 2016 ). It would be a compact and fun-packed event. The sponsors will try their heart and soul to make this event a successful one. Like every year, Gold Coast Bulletin Fun Run will win every Australian heart this year also.
2 Objective of the Event
The Gold Coast Bulletin Fun Run is not organized without any proper reason, cause, or objective. The primary objective is to engage people in a fun-packed event so that they can have fun with their families and friends. People have huge scope to register their name along with the names of their family members or friends. In this way, they can ensure themselves a good quality time. The secondary objective is to promote health and spread health consciousness. Everyone knows that running is a healthy exercise, but a handful of people are accustomed to the habit of running regularly. The organizers want to convey the message to the people that running does not only help you to keep yourself fit but it also help you to keep away diseases. The third objective is to engage the entire community. If an entire community takes part in this event, then it would be ensured that the communication gap ( if any ) would be reduced among them. That particular community will feel connected through this unique event and it will help to maintain harmony.
3 The Event's Scope
The event targets on multiple objectives. If these objectives are met, then harmony and peaceful progress will be ensured. People of every age and class will be allowed to take part in this event. As a result, Gold Coast Bulletin Fun Run will connect people from diverse social backgrounds and diverse age groups. Health is the most valuable wealth of human beings. This motto influences the organizers to arrange such a unique event that promotes a healthy society. As there is nothing to lose for participating in this event, it can be hopefully stated that every person will probably try to engage themselves in this event one way or the other. Whatever it may be, the event will surely and strongly promote health through the medium of running and it will also help to strengthen the harmony between various communities.
2 An Internal Analysis of the Event
Every event demands an effective and in-depth analysis to determine the possible strengths and weaknesses of the event CITATION Cad14 \l 1033 (Cadle, Eva, Hindle, & Paul, 2014). In order to analyze this event in such a way, it is extremely recommended that we should deeply analyze the implications of this event, what this event offers actually, and where this event might fall short of its expectations. The implications and the services of this event help us to recognize the following strengths:
a) Establishes harmony among multiple diverse communities and their members.
b) Connects people from every corner of the country.
c) Allows the families to have a fun time with their close and near ones.
d) Ensures that the adults and the kids can share the same stage of fun at the same time.
e) The event has gained a good reputation among the people of Australia.
But, the scope of this event has some deficiencies too. Here are some of those:
i) Inability to promote this event throughout the globe. This event is confined within one particular country. People from other countries may be aware of this event, but the event would be more successful if it would engage people from all over the world.
ii) The event promotes running. But running is not the only solution to build a healthy society. If this event could include varied and diverse sections of participation, then it would attract more people.
iii) The promotional strategies lack perfection at some points. Though the event is promoted through all possible mediums, the promotional tactics, and the marketing policies fail to attract people due to their deficiencies at some points.
These strengths and weaknesses are the major characteristics of this event. These points ensure the success or failure of an event. But, it is evident that in spite of multiple weaknesses, this event has come out as a strong one over the years.
3 An External Analysis of the Event
This event is regarded as one of the major events in Australia. Therefore, we have to analyze this event from different viewpoints. These viewpoints might be internal and external. But it is proved that external factors have more impact than internal factors CITATION Jen15 \l 1033 (Jenkins & Williamson, 2015). So, we have to develop an in-depth analysis of those external factors that might influence this event or might have a great impact on it.
4 SWOT
The SWOT analysis looks into the various aspects of this event such as its strengths, weaknesses, opportunities, and threats using all possible relevant data CITATION Fin09 \l 1033 (Fine, 2009). Therefore, this SWOT analysis effectively helps us to evaluate and assess multiple dimensions of the Gold Coast Bulletin Fun Run.
Strengths

Weaknesses

Opportunities

Threats

Strong reputation in the country

Confined within a country. It is regarded as a local event.

Establish harmony among various communities and their members.

Other events are emerging and gaining rapid, huge reputation.

Ability to connect people from diverse backgrounds

Focuses on only running. It does not include any other physical exercise. It is not multi-disciplinary in terms of its offered segments.

Effective and efficient promotion of a healthy society and a healthy lifestyle.

People often look upon this event as an ineffective one because it does not promote diverse physical activities.

Ensure that all the family members can have fun at the same time

Weak promotional tactics that fail to attract every kind of people.

Opportunity for family fun, and fun with other close people. This opportunity is not provided by many events.

Other events are adopting strong and potential promotional strategies that people are feeling much attractive. Therefore, those events are threatening the success of this particular event.

5 PEST
Another determining and influencing factor is the PEST analysis. This analysis allows us to assess the event through more broad and specific dimensions like political, economic, social, and technological factors CITATION Mil11 \l 1033 (Miller, Vandome, & McBrewster, 2011). These factors indeed have a huge impact on the organization and arrangement of the event.
* Political influence:
This event does not primarily have any political hazards. The local political authority helps and supports the organizing authority as much as possible. There is not any notable political interference that may cause any barrier or pose any obstacle to the success of this event. Though the tax policy indeed has a significant event, but that is compulsory and inevitable.
* Economic factor:
The economic factor is indeed a segment to evaluate carefully. The organizing authority spends a huge amount of money in arranging the event successfully. The authority has to import many goods and products to make this event more successful. All these factors have a huge impact on the successful arrangement of this event.
* Social factor
The Gold Coast Bulletin Fun Run allows diverse communities and varied individuals to participate in an event simultaneously. This opportunity allows the society to grow a communal and social harmony. Participation of all the family members ensures that those family members come closer to each other and have more understanding among themselves. To be precise, this event covers all possible social aspects that can connect each and every one.
* Technological factor
The organizing authority also has a great focus on various technological aspects. The whole marathon or the whole event is telecasted on a giant screen inside the stadium. The gates of the stadium are decorated with various technological items like flashing lights. All these actors and items make this event more attractive and ...