TEDxUpwork

4 Title Options:
"The Independent Path: Empowering New Freelancers"

I. LEVERAGING SURVEYS FOR A SUCCESSFUL EVENT

Surveys are essential for event planning, providing valuable insights efficiently. They gauge
expectations, capture participant reactions, and measure message effectiveness. Professionals
leverage surveys to make data-driven decisions, enhance experiences, and drive
improvement. With feedback and opinions, surveys empower successful event planning.
Embrace survey power for exceptional events.
1. PRE-EVENT PLANNING SURVEY QUESTIONS
In order to cater to the audience's needs and expectations, maximizing return attendance and
delivering valuable content are essential goals. Conducting a pre-event survey is the most
effective way to:
- Gather insights
- Determine audience needs and expectations
- Maximize return attendance
- Create a program that provides value
Below are relevant topics and sample questions to consider for this purpose:
 2. COLLECT INFORMATION FROM RESPONDENTS AND MAKE
DECISIONS
Drawing insights from the aforementioned survey questions, our data analysis reveals the
following significant findings:
❖ TEDxUpwork Talks: “The Independent Path: Empowering New Freelancers”
❖ Venue: M.PLEX Studio & Theatre (62 Tran Quang Khai Street, Tan Dinh Ward, District
1, Ho Chi Minh City)
❖ Date: May 27, 2023
❖ Time: 17:00 - 19:00

II. EVENT MANAGEMENT

1. MARKETING STRATEGY (7P or 4P)
“Marketing strategy is not just about finding the right channels to promote your product or
service but understanding the needs, desires, and motivations of your target audience. It's
about creating a meaningful connection that resonates with them on a deeper level”
- Sarah Johnson, Marketing Consultant

The marketing strategy for the "TEDxUpwork" event leverages the 7Ps of the marketing mix:
product, price, place, promotion, process, people, and physical evidence. This comprehensive
approach aligns with company objectives and ensures the event's success by effectively
positioning, promoting, and delivering a compelling experience.
1.1 Product:
Talkshow: “The Independent Path: Empowering New Freelancers”
+ Content:
- Offers a wide range of engaging and informative sessions designed to equip aspiring
freelancers with the necessary knowledge and skills to successfully embark on their
independent career path.
- The content covers various aspects of freelancing, including finding clients, managing
finances, building a personal brand, and leveraging online platforms.
+ Aim:
- Empower and inspire individuals who are new to freelancing by providing them with
practical insights, valuable resources, and networking opportunities.
- Strives to build a supportive community and provide a platform for knowledge
exchange and growth.
+ Target Customer:
 JOB STATUS
50.00%
46.15%
45.00% 43.59%

40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00% 7.69%
5.00% 2.56%
0.00%
College student Full-time Part-time Self-employed
- Based on survey results, the target customer of the event includes individuals seeking
freelance opportunities and willing to attend the freelancing event (64%), with a
significant portion holding part-time jobs (43,59%) and college students (46.15%).
The event caters to their specific needs, providing valuable insights and resources to
support their journey in freelancing.

 The event targets individuals who are students and part-time employees
considering or have recently started their journey as freelancers. It caters to a
diverse range of professionals, including but not limited to writers, designers,
developers, marketers, and consultants. The event aims to address new
freelancers' specific needs and challenges, regardless of their industry or
expertise.

1.2 Price
 Price
45.00% 42.50%
40.00%
40.00%
35.00%
30.00%
25.00% Total

20.00% 17.50%
15.00%
10.00%
5.00%
0.00%
0 VND - 100,000 VND 100,001 VND - 250,000 250,001 VND - 500,000
VND VND
The pricing approach for "The Independent Path: Empowering New Freelancers" event may
be adapted to the following ranges based on the survey results:
 17.50% of respondents felt that a ticket price between 0 and 100,000 VND was
appropriate.
 40% of respondents said they would be ready to spend between 101,000 and 250,000
VND for a ticket.
 42.5% of respondents said they would be willing to purchase tickets for between
250,001 and 500,000 VND.
I will create a pricing structure that gives alternatives within these price ranges to appeal to
the tastes and financial capabilities of the target audience by taking these figures into account.
The event will assure accessibility and increase attendance among people with various
economic constraints by employing a flexible pricing model and making the maximum profit.

The event offers a tiered pricing system with four distinct categories, each corresponding to a
different seating experience within the venue. The ticket options available are as follows:

Economy-150,000 VND: This category provides affordable seating options for attendees
seeking a budget-friendly experience.

Standard-250,000 VND: The standard category offers comfortable seating arrangements at a

moderate price point, ensuring a satisfactory event experience.

VIP-350,000 VND: The VIP category caters to individuals seeking an elevated event
experience with premium seating, enhanced amenities, and exclusive benefits. (Better spot
close to the stage, Better sound quality, Free drink served)

Premium-370,000 VND: The premium category offers the most luxurious and premium
seating options available, providing attendees with an exceptional and unforgettable event
experience. (Best view to the stage, Highest sound quality, Free drink served, Priority Q&A
Sessions, Fast-check-in track, TEDxUpwork pencil and notebook)
1.3 Place
We offer two ticket purchasing options: online and offline.
 Online tickets can be purchased via the provided gg form link, with payment options
including bank cards and Momo e-wallet.
 Offline bookings can be made at media desks in universities. Tickets are delivered via
email for online registrations or directly at the counter for offline registrations.
1.4 Promotion
To raise awareness, engage the target audience, and optimize attendance, our talk show event
will use a thorough and planned promotion approach. The following promotional activities
will be carried out:

Promoting channel
60.00%

50.00% 48.39%

40.00%

30.00% 27.42%

20.00%
14.52%
9.68%
10.00%

0.00%
Email newsletter Social media Website or online Word of mouth
(Facebook, Twitter, ad
etc.)

Based on the survey results, social media platforms, such as Facebook and Tiktok are crucial
for promoting events, with 48.39% of respondents relying on them. To leverage this, our
promotional strategy will heavily focus on developing a strong social media presence. We
will create engaging content, utilize social media advertising, and encourage user-generated
content to generate excitement and reach a wider audience for our talk show event includes:
- Create a TEDxUpwork fan page
- Posting promoting posts about the event on TED and Upwork Facebook and Tiktok pages.
- Use 2 speakers as KOL to promote the event on their Tiktok. (Minh Xin Chào, Hồng
Phương)
These two speakers are the most significant and famous KOL in the freelance industry. Minh
Xin Chào with 590k followers on his Tiktok and Hồng Phương with 168k followers on her
Tiktok. Their contents are mainly about making money and useful tips for anyone who have
intend to be a freelancer on Upwork. By using their Tiktoks as event promotion, we can
approach a lot of people that are potentially interested in freelancing and our event.
  GIVEAWAY “LUCKY NUMBER”
Rules: Participants can leave multiple comments, like the post, and share it before the event
to increase their chances of winning.
Prize Structure:
 First Prize offers a 1-year Freelancer Plus Upwork membership
 Second Prize offers a 6-month Freelancer Plus Upwork membership
 Third Prize offers a 3-month Freelancer Plus Upwork membership
Objectives: Our aim is to extend the reach and engagement of event posts, foster interest,
and create a joyful community atmosphere. The winners will be announced during the talk
show's ending.
1.5 Physical evidence
At our event, we strive to provide a physical environment that embodies professionalism,
modernity, and energy. We understand the importance of creating a positive impression and
engaging the attendees from the moment they step foot into the venue. Here's how we ensure
remarkable physical evidence for our event:

Venue Design: Our event takes place in a contemporary and visually captivating venue
(MPlex Studio & Theatre). The interior design is carefully curated with 3 dominant colors
(Black, Red, and Green) related to TED and Upwork and also reflects a modern and dynamic
ambiance. Stylish furnishings, vibrant color schemes, and innovative lighting arrangements
contribute to an energetic atmosphere that stimulates excitement and curiosity.

Stage Setup: The stage is the focal point of our event, representing professionalism and
sophistication. It is equipped with state-of-the-art audiovisual technology, including high-
definition screens, crystal-clear sound systems, and dynamic lighting effects. These elements
create a captivating backdrop for our speakers and performers, enhancing the overall
experience.

Branding and Signage: We incorporate consistent branding and signage throughout the
event space. Eye-catching banners, digital displays, and strategically placed signs featuring
our event logo and key messages reinforce a sense of professionalism and provide clear
navigation for attendees. The branding elements are designed to leave a lasting impression
and create a cohesive visual identity.

Event Collateral: All attendees receive event brochures as event collateral. For Premium
attendees, they are given an additional TEDxUpwork Pencil and Notebook that have all
Speakers’ signatures. These materials are meticulously designed with modern aesthetics,
showcasing our event's theme and key information. High-quality printing, sleek finishes, and
contemporary graphics contribute to the overall perception of professionalism and attention
to detail.

1.6 People
At our event, we believe that people play a vital role in creating a memorable and enriching
experience for our attendees. We prioritize selecting and training a team of exceptional
individuals who are dedicated to providing outstanding service and ensuring that every
participant feels valued and well taken care of. Here's how our staff contributes to enhancing
your event experience:

Event Staff: Our event staff consists of friendly, approachable, and well-trained individuals
who are passionate about delivering exceptional customer service. From registration and
check-in to guiding attendees throughout the event, our staff members are readily available to
assist with any questions or concerns, ensuring a seamless and enjoyable experience for
everyone.

Speakers and Presenters: Based on the big need for experts (26,79% feel somewhat
important, 60,71% feel very important) through our survey, we carefully curate a lineup of
knowledgeable and engaging speakers and presenters who are experts in their respective
fields. These individuals bring a wealth of experience and insights, delivering informative
and captivating presentations that inspire, educate, and entertain our attendees. Their
expertise and charisma contribute
to the overall quality and impact of IMPORTANCE OF EXPERT
the event.
APPERIENCE
70.00%
Event Partners: We collaborate 60.71%
60.00%
with reputable event partners such
as TopCV (Sponsor); PwC 50.00%
Total
(Sponsor); FTU, UEH, and VLU 40.00%
(Academic Institution-This
partnership can involve inviting 30.00% 26.79%
students to contribute as speakers, 20.00%
12.50%
10.00%

0.00%
Neutral Somewhat Very important
important

panelists, or volunteers, adding an academic perspective to the event). These partners add
value to the event by showcasing innovative products, services, and solutions. Our staff
works closely with them to ensure seamless integration within the event, facilitating
meaningful interactions between attendees and partners.

Hình này edit để thấy nhà tài trợ

 (Đơn vị tổ chức: TED, Upwork. Nhà tài trợ: TopCV, PwC, FTU, UEH, VLU)
Support and Accessibility: Our staff is committed to providing support and ensuring
accessibility for all attendees. We strive to create an inclusive environment where everyone
feels welcome and accommodated. Our team is trained to address special needs or requests,
ensuring every participant can fully engage in the event.

1.7 Process:
Planning and Preparation: Our team initiates the event process by conducting thorough
planning and preparation. This involves defining event objectives, determining the target
audience, selecting the venue, securing necessary permits, and establishing a detailed
timeline. We also develop a comprehensive event plan that outlines key milestones, tasks,
and responsibilities.

Registration and Ticketing: We offer a streamlined registration and ticketing process to

simplify attendee participation. This includes providing online registration through a user-
friendly platform where attendees can easily register, select ticket options, and make
payments securely. Confirmation emails and digital tickets are sent promptly to ensure a
smooth check-in process.

Event Logistics: We meticulously handle event logistics to create a hassle-free experience

for our attendees. This encompasses venue setup, audiovisual arrangements, seating
arrangements, signage, and on-site support services. Our dedicated team ensures that all
technical aspects are tested and ready for flawless event execution.

Event Agenda: We develop a well-crafted event agenda that includes a variety of sessions,
activities, and networking opportunities. Each session is carefully scheduled and coordinated
to maintain a balanced flow, optimize engagement, and maximize the value for attendees.
Clear communication of the agenda is provided through event materials and digital platforms.

On-site Experience: Our team is present on-site to manage the event and ensure everything
runs smoothly. We have dedicated staff available to welcome and assist attendees, answer
queries, and address any concerns. Clear signage, information points, and well-trained event
personnel contribute to a positive and organized on-site experience.

Engagement and Interaction: We incorporate interactive elements throughout the event to

encourage attendee engagement and interaction. This includes Q&A sessions, panel
discussions, networking breaks, and interactive technology tools. Our aim is to foster
meaningful connections, facilitate knowledge exchange, and create a vibrant and energetic
atmosphere.

Post-event Follow-up: After the event, we engage in post-event follow-up activities to

maintain the connection with attendees. This may include sending post-event surveys to
gather feedback, sharing event highlights through social media and newsletters, and
providing resources or follow-up materials related to the event's content.

2. HUMAN RESOURCE REQUIREMENTS FOR AN EVENT

 EVENT TASKS AND RESPONSIBILITIES

 STAFF ASSIGNMENTS FOR EVENT

 ONSITE TIMELINE
III. FINANCIAL DETAILS
 Pre-event
 During event
 BREAK-EVEN POINT
The breakeven point (BEP) in financial analysis is the point at which total costs equal total
revenues. At this point, there is no profit or loss because all costs have been entirely offset.
The breakeven threshold, in particular, denotes the sales volume required to cover both fixed
and variable expenses, assuring cost neutrality. Because of the complicated price structure, I
will use the Contribution Margin Approach additionally to calculate the Break-even point
n

In conclusion, in order to meet the break-even point, I must reach the target of 285 attendees:
+ 18 Economy Ticket
+ 125 Standard Ticket
+ 71 VIP Ticket
+ 71 Premium Ticketd

IV. RISK MANAGEMENT

Safety is a vital aspect of event planning. To reduce possible harm to persons and property,
hazards must be recognized, risks assessed, and appropriate controls applied.
V. CONCLUSION
This report aims to facilitate the preparation and management of the talkshow at the MPLEX
Studio & Theatre. It encompasses the marketing strategy, human resource requirements,
financial information, and risk management considerations. By implementing a
comprehensive and well-defined strategy, the execution of the event becomes more
streamlined, even in the face of potential obstacles. Every aspect of life adheres to specific
guidelines, and event planning is no exception. Following a structured process is crucial for
creating, initiating, and concluding an event. Our agency firmly adheres to this approach,
ensuring that each stage and plan of the talk show "The Independent Path: Empowering New
Freelancers" is executed with precision, leaving a lasting impression on partners and guests.

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Venue cost
Apendix

Statistical Explaination for Venue, Time choice

+ Venue:

+ Time: