Event Analysis

This report identifies the key areas of the event planning process through demonstration with The MS Colour Run event. This event involves participants of the charity walk to go through five color stations where brightly colored rainbow dust is thrown at them. The event caters to a large audience of participants who come from many different ages and backgrounds. Through the use of strategic event management this event has its vision to increase the care of Australians who live with MS. The event objectives follow the SMART principle and after a situational analysis, it has been critical that the event stands out from its competition and is adequately staffed for the day. The goal of the event is to raise funds for MS Australia which is achieved by charging participation fees and setting example fundraising targets for each participant. On a business level, the strategy is to adequately staff the event through volunteers to save on labour costs. Marketing is focused on creating the event ‘experience’ by satisfying participant needs and offering an engaging event. Sponsorship opportunities exist to raise more awareness and funds for the cause. The event logistics require all participants and staff to be on the same page and a final event report is completed after the event to review budgets and set up future controls if required. Finally, implementing programs such as recycling and public transport options created a sustainable event which ensure the event can be repeated. The MS Colour Run is a very well organized event and can be expected to run for years to come with further improvements to the event strategy and growing the event to a larger scale.

It is recommended that The MS Colour Run event:

• Utilize a strategic event management approach in the event to implement SMART objectives to reach the event goals and achieve higher fundraising levels.

• Align the event to meet consumer needs by reaching potential participants through a multitude of...