INTERNATIONAL EVENT

PLAN: PROFESSIONAL
NAIL CAMP

Name: Thu Anh Thi Bui

SI: 6119126

305SEM – International Event Management

TABLE OF CONTENTS
1.0 Introduction __________________________________________________________________ 3
2.0 Comprefensive Event Plan_____________________________________________________ 4

2.1 Professional Nail Camp ____________________________________________________________________ 4

2.2 Sponsorship _______________________________________________________________________________ 5

2.3 Management of PR & Marketing ___________________________________________________________ 7

2.4 Management of Staff in an International Capacity __________________________________________ 8

3.0 Reflecting Writing _____________________________________________________________ 9
4.0 Conclusion __________________________________________________________________ 11
5.0 Reference ___________________________________________________________________ 11
6.0 Appendice __________________________________________________________________ 12
1.0 INTRODUCTION

According to Dean (2012), reflective report can be seen as a learning approach strategic knowledge
can be transformed into experiences that can be assessed and feasible. Reflection is also compared
as ‘connective tissue’ between different learning sites, resulting in further professional development
and creating more of relevant opportunities in the industry. The purpose of this report is to provide a
comprehensive international event plan along with critical reflection on managing and organising
international events. The report firstly provides a short analytical consideration of the nature of the
event. Following this, key frameworks to produce an international event will be included. After that,
the next part of the report regards the personal experience accumulated throughout seminars,
reflecting my personal skills and performance throughout the process. Finally, the conclusion will sum
up event planning process and reflective experiences regarded in the report.
2.0 COMPREFENSIVE EVENT PLAN

2.1 PROFESSIONAL NAIL CAMP

Professional Nail Camp is organised to gather all nail students and technicians from European which
attendees learn to advance a number of nail techniques. The event will be organised in two big cities
in the UK, London and Birmingham. Professional Nail Camp will be instructed by four master international
educators which will be guiding delegates through technical and art-based techniques. For each class
sessions, participants will be given the opportunity to test and perfect their newly learnt skills under the
supervision of the Nail Camp educators. On the final day, participants will be invited to take part in an
assessment to showcase their new skills and the result of this, plus evidence from the previous days,
collated by the educators to award special certificates to participants who had shown outstanding skills
in certain techniques. ABT accredited certificates will be granted to each participant on completion of
the Nail Camp. This year’s event will be held on Sunday 19th May to Wednesday 22nd May. Each day
different sessions, activities and small contest will be available between 10 am and 5 pm with 2 breaks
during the day. The list of educators will be included in table below,

Name of
Position Background
educator

Kim Nail Porn is popular among nail

Global Educator – Kiara Sky Professional technicians for her talent and nail design
Kim Quy Ho
and Glam and Glits Nail Design techniques. Her Instagram have 107k
followers.

Gemma Lambert is well-known educator

International Educator and Competition for the complexity of her nail techniques
Gemma Judge and skills. Having won UK Nail Champion
Lambert
Owner of The Nail Team 12 times, she is now global educator and
competition judge (Inspirationail 2011)

Annabel Nail Artist used to be recognized

by her talent while she was brand
Annabel Owner of Glitterbels Nails System ambassador for Glam and Glits UK, she
Maginnis Global Nail Educator now has her own nail brand. She is one of
the nail artists having the most followers in
the UK: 370K

A nail artist, global educator and owner of

a nail and beauty wholesales based in
Owner of Tony Ly Nails Design America, Tony Ly becomes well-known
Tony Ly
Global Nail Educator among nail artists for his experience in nail
art technique. His Instagram followers is
848k

Figure 2.1.1: Global educator list

2.2 SPONSORSHIP

Sponsorship is considered as one of marketing communication’s tools. The key objective of sponsorship
for many event organisers is to develop the event know-how. In order to attach the public attention, it
is considered vital to attaining sponsorships for the event. Sponsorship offers the opportunity to gain
exposure through high visibility and name recognition to the event’s targeted market. Sponsorship can
be considered as indirect communications as it pursues to have an impact on a target which has a
positive attitude to the sponsorship target itself. According to Bowdin et al. (2010), the development of
sponsorship can result in the considerable changes in marketing itself where the relationship has been
made instead of a simple transaction. Thus, organising a successful event will establish a requited
relationship between the organisation providing sponsorship and the event; this relationship also links to
the audience which is illustrated by Figure 2.2.1.

Figure 2.2.1. Sponsoring as a marketing communications tool (Takala and Pietilä 2012)
According Takala and Pietilä (2012), following the appreciation of the influence of sponsorship on event
audiences, it is essential to determine accurate sponsors that comprehend the engagement of sponsors
and the Nail Camp with nail technicians. Sponsorship plan involves creating a list of sponsors whose
objectives and targets compatible to Nail Camp, following by a sponsor compatibility matrix used to
perform a reality check which is illustrated in Figure 2.2.2. The main sponsor having the highest
compatibility figure is Kiara Sky Professional Nails, a nail brand originated in California for over 15 years.
In 2008, Kiara Sky expanded to the European market and had been become one of the most popular
nail brands in the UK (Kiara Sky 2019). Therefore, having Kiara Sky Professional as Nail Camp sponsor has
brought various benefits to the event and the company itself. The sponsoring company which in this
case namely Kiara Sky gives its sponsorship input to the sponsorship object (Professional Nail Camp). As
an exclusive sponsor, nail products need to be used in the Nail Camp are equipped mainly by Kiara Sky
Professional. On the other hand, one of the main educators of the Nail Camp is Kiara Sky Professional
global educator (Kim Nail Porn) which is shown as another advantage of having Kiara Sky as sponsor.
From that Kiara Sky receives the possibility to use the Nail Camp target in its marketing communication
and receive media publicity. Figure 2.2.3 shows the sponsorship packages available for the selection of
sponsors for the Nail Camp.

Cay Tre Soho

Sponsors Kiara Sky TNBL UK Ltd Restaurant HAT Media VN Events

Relationship 8 8 4 7 9

Objectives 9 7 6 6 7

Audience 7 5 3 9 3
Sponsorship Compatibility Matrix

Competition 6 4 6 9 4
Practical Sponsorship Ideas

Attributes 7 7 5 7 7

Geography 9 6 4 8 7

Comfort 8 7 6 6 8

Size 6 3 3 6 3

Total 60 47 37 58 48

% 75% 59% 46% 73% 60%

Figure 2.2.2: Sponsor compatibility matrix

 Gold Sponsor Silver Sponsor Bronze Sponsor

Naming rights to the event

Opening and closing speech

Brand promotion

Free VIP tickets Free VIP tickets

Flyers, banners and invitation Flyers, banners and invitation Flyers, banners and invitation
promotion promotion promotion

Website, email and video Website, email and video Website, email and video
promotion promotion promotion

£3000 £1500 £500

Figure 2.2.3: Sponsorship packages for the Nail Camp

2.3 MANAGEMENT OF PR & MARKETING

According to Ferdinand and Kitchin (2016), when it comes to an event, PR and marketing is very
important. To successfully host an event, event managers need to use different marketing techniques
to attract as many guests as possible. Initially, a marketing plan requires an investigation of the event’s
target market. The appropriate target segments should be nail and beauty students or technicians
wishing to advance their skills. The promotional activates for Professional Nail Camp is also a
considerable element that contribute the success of an event. It should be able to reach the highest
number of audiences and produce benefits for the company. The promotional activities can be
advertised on common media platforms for nail techniques and artists, namely magazine, social media,
emails, poster, etc. Ticketing will be proceeded through Eventbrite booking system which allow event
organiser to keep information of customers. ‘Early Bird’ special discount will be applied on the first month
of launching with limited availability. Allen et al. (2013) highlight 4 steps of promotional activities: raising
awareness of the forthcoming event, the process of sending invitations, email and finally sending text
messages to attendees reminding about the event.
2.4 MANAGEMENT OF STAFF IN AN INTERNATIONAL CAPACITY

According to Tarique, Briscoe and Schuler (2016), staffing management is the function of managing
people in the organisation, involving recruiting right candidates to right position, development of
employee’s skills through training and other forms of staff development. Human resource plays a vital
role in the planning of an event regardless the scale or size of the event. However, managing staffs in
an international environment are evidently more demanding and requiring more complexity than
managing staffs in single-country operated event. One of the main tasks for the organisation is to handle
different challenges of the drive to integration and differentiation. Staffing planning can provide an
organisation a number of benefits; it can enable efficient employees which make realistic budgeting
staffing projects available and it assist in developing career counselling and recruitment efforts. Staffing
planning process initiates with determining aims and objectives of the event which basis of a Human
Resource strategy is formed based on.

Job description may be accomplished with responsibility summaries for all roles, skills required to perform
specific role. A more detailed job description will cover how success is measured in a role so it can be
effectively used during performance assessments. Recruiting process for Professional Nail Camp will be
mainly proceeded online where candidates would be asked to fill the application form. By requesting
applications to take choices for their preferable functional areas, locations and shifts at the early stage
of recruitment process, the organisation of allocations can proceed more rapidly. Interviewing is another
essential process in hiring the right candidates. Interview will be in form of face to face meeting or phone
interview based on the condition of situation.

Volunteer recruitment also plays a vital role in event planning process. Volunteer recruitment can be
considered as a tough task and easily cause problems for Human Resources. Volunteering are regularly
employed as valuable additional support and input in the event. They are usually brought in for specific
tasks or short-term projects. Therefore, the recruitment of event staffs is considered challenging for an
organisation. Before the recruitment, it is important to be aware of volunteers’ experiences, skills,
education background and their personalities; therefore, volunteer positions will be assigned based on
these elements. Operational volunteers refer to specific operating personnel who attain general
background and skills in nail industry. Nail and beauty students that are willing to learn and experiencing
new skills in nails area can be aimed for this position.
3.0 REFLECTING WRITING

Gibb’ (1988) reflective process can be defined as the productive tool to reflect the process of working
or learning. Gibbs’ (1988) cycle may be applicant for individuals at work or university, hence, they can
have deeper understanding of incidents or events and learn lessons or experiences in which they can
perform better if that situation happens in the future. Gibbs (1988) suggested there are four steps which
are description, feelings, evaluation, analysis, conclusions and action plan. This model is designed to
systematise reflections and feelings. These different stages help to slow down thinking process so
conclusion might not be decided so quickly. The reflection circle of Gibbs is displayed as bellow,

Figure 3.1. Gibbs’ reflective cycle (Gibbs 1988)

With the help of this effective strategy of Gibbs, I made observation of activities that occur in the
workshops and seminars in more detail way, rather than just focusing on my work. I realised that I learned
better and perform better teamwork when taking note of the work activities and thoroughly evaluating
them by the end of the seminar. The reflective cycle of Gibbs (1988) includes six steps which are
description, feelings, evaluation, analysis, conclusion and finally action plan. The initial stage is to point
out ‘description’ of my experience by questioning problems surrounding the areas that the seminar
focuses on, for example, during the second week, while I was assigned to choose a sponsor for an
international music concert, I had to give explanation the reason for choosing Heineken as the sponsor
for the event. I was formed into a group with other classmate that I haven’t got a chance to
communicate before. Therefore, I was hesitant to contribute my opinions to the group. The next step is
to identify my feelings toward the activity. This model allows me to further describe my feelings at that
time and how my emotions alters after I review the activity. After that, I ‘evaluate’ whether that activity
gave me a positive or negative experience and identify the challenges I faced during the activity, what
factors that I need to pay more focus to provide improvements in the future. I realised working in a group
can be challenging for me at the first step, however, through communicating with other members, I
learned some information and knowledge that I was not aware before. Therefore, overall, it was a good
experience. The step of ‘analysis’ allows me to examine the task more intensively and to reflect my
practical experience on the theory that I had learned from university. And as I had done this task in the
past, I compared both experiences and indicated if there were any improvements I had made since
the last experience. Following that, I come to ‘conclusion’ of how I experienced throughout the activities
and finally come up with an action plan that indicates essential skills and knowledge that I need to
prepare to deal with this task more effectively in the future. I recognised myself as an introvert person, I
am not willing to start a conversation with strangers, therefore, I find challenging working in a group. As
the first two week, I was assigned to do a test to check my team role, the result came out that I am more
of a team player who always avoid conflict and foster harmony in a group. This can be seen as an
advantage to share the common voice in the team, however, I found this trait brought me some
drawbacks sometimes, especially when my idea being rejected by the team, instead of trying to defend
for my opinion, I normally decided to sit back and agreed with majority of ideas were given. This
happened when my team were assigned to design recruitment programme for an event.

I find the learning cycle of Gibbs (1988) extremely useful for my learning process. I realise that I learn
better after evaluating experiences and mistakes I have made. I also believe that self-reflection not only
helps me in improving my performance in the future tasks but observing other team and individuals
performing their group work also help me to learn from their mistakes and experiences.
4.0 CONCLUSION

In conclusion, planning an event in the international context can be an excruciating task which
demands event managers full of their attention. Among all of important aspects that event planning
should cover, sponsorship management, marketing management and human resources should also be
considered vital in the event.

This reflecting report give me an opportunity to reflect my learning process so that I am be able to define
knowledge gap and missing skills that I need to improve and to be ready for my future career.
Furthermore, through this reflective writing, I am more motivated to work harder and expected myself
to keep reflecting myself in the coming period of my journey.

5.0 REFERENCE
Allen, S., Bettesworth, D., Buchanan, L. and Cook, R. (2013). Event Coordinators' guide to large-scale
events. [ebook] The Guide Association. Available at:
https://www.girlguiding.org.uk/globalassets/docs-and-resources/residentials-and-going-
away/event-coordinators-guide-to-large-scale-events-2013.pdf [Accessed 12 Mar. 2019].

Bowdin, G., Allen, J., O'Toole, W., Harris, R. and McDonnell, I. (2010). Events management. 3rd ed.

Bussell, H. and Forbes, D. (2002). Understanding the volunteer market: the what, where, who and why
of volunteering. International Journal of Nonprofit and Voluntary Sector Marketing, 7(3), pp.244-
257.

Ferdinand, N. and Kitchin, P. (2016). Events management.

Inspirational (2009). Gemma Lambert: The Nail Team Co-founder Interview. [online] Inspirationail.com.
Available at: https://www.inspirationail.com/gemma-lambert/ [Accessed 12 Mar. 2019].

Kiara Sky (2019). Our Story. [online] Kiarasky.co.uk. Available at: https://www.kiarasky.co.uk/our-story/
[Accessed 14 Mar. 2019].

Takala, E. and Pietilä, P. (2012). Sponsorship Development Plan. [online] Theseus.fi. Available at:
https://www.theseus.fi/bitstream/handle/10024/39853/Sponsorship+Development+Plan.pdf;jsessio
nid=A9E413DC54788D262BDD871251D47EB0?sequence=1 [Accessed 12 Mar. 2019].

Tarique, I., Briscoe, D. and Schuler, R. (2016). International Human Resource Management. New York,
N.Y.: Routledge.