Project Plan Class A Group 2

Dragonfly Entertainment Project Plan
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TABLE OF CONTENTS
1 INTRODUCTION.............................................................................................................................4
2 MISSION .........................................................................................................................................5
2.1 Target Group...........................................................................................................................5
2.2 SMART Outline .......................................................................................................................6
2.3 Positive Outcomes ..................................................................................................................6
2.4 Negative Outcomes.................................................................................................................6
2.5 Project Boundaries..................................................................................................................6
3 PROJECT CONCEPT AND CONTENT..........................................................................................8
3.1 Basic Information ....................................................................................................................8
3.2 Moodboard ............................................................................................................................10
3.3 PMCs.....................................................................................................................................11
3.4 Event Model ..........................................................................................................................12
3.5 Location.................................................................................................................................13
3.6 Event Worksheet – 24 October 2015....................................................................................14
3.7 Event Worksheet – 25 October 2015....................................................................................15
3.8 Gantt Chart............................................................................................................................16
4 RISK ASSESSMENT ....................................................................................................................17
4.1 Risk Ratings ..........................................................................................................................17
4.2 Risk Control plan...................................................................................................................18
4.3 Risk Control Aspects.............................................................................................................20
5 SWOT ANALYSIS.........................................................................................................................22
6 MARKETING MIX .........................................................................................................................24
7 SPONSORSHIP PLAN .................................................................................................................26
7.1 Supplier Lists.........................................................................................................................27
8 COMMUNICATION STRATEGY...................................................................................................28
8.1 Organogram of Dragonfly Entertainment Solutions ..............................................................28
8.2 Flow Chart of Organisational Communication ......................................................................28
8.3 Communication Matrix ..........................................................................................................29
8.4 Communication Plan - Target Group ....................................................................................30
8.5 Communication Plan - Suppliers...........................................................................................32

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8.6 Communication Plan - Sponsors...........................................................................................33
9 MANAGEMENT RELATED ASPECTS.........................................................................................34
9.1 Quality Control - Facilities We Require .................................................................................34
10 BUDGET ...................................................................................................................................36
10.1 Location costs .......................................................................................................................37
10.2 Production costs....................................................................................................................37
10.3 Indirect production costs .......................................................................................................37
10.4 Facilities ................................................................................................................................38
10.5 Technical production costs....................................................................................................39
10.6 Promotional costs..................................................................................................................39
10.7 Revenue................................................................................................................................40
10.8 Entertainment costs ..............................................................................................................41
11 APPENDICES ...........................................................................................................................42
11.1 Initial Draft Moodboard/Flyer.................................................................................................42
11.2 Final Flyer with Tear-Off Form ..............................................................................................43
11.3 Bij-1 Registration Form .........................................................................................................44
11.4 Design of T-Shirts & Hoodies (Sponsorship) ........................................................................45
11.5 Sponsorship Letter – Vingino................................................................................................46
11.6 Sponsorship Letter – Puma...................................................................................................47
11.7 Sponsorship Letter – Omroep West......................................................................................48
11.8 Sponsorship Letter – Wilmar Harting Fotografie...................................................................49
11.9 Sponsorship Letter – Municipality .........................................................................................50
11.10 Sponsorship Letter – Intertoys ..........................................................................................51
11.11 Targeted Schools ..............................................................................................................52

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1 INTRODUCTION
Dragonfly Entertainment would like to introduce Bij-1, a family-
focussed, non-profit organisation based in Spoorwijk, The
Hague. Started in 2010 by Debby Harting-Koning, the
organisation supports local families by providing play and
learning activities for two afternoons each week, simultaneously
helping the children in its care to develop social skills vital to their
development and future learning, and allowing their parents
freedom to work. As well as volunteer-run childcare, the centre welcomes parents to attend and play
with their children, giving them the opportunity to bond in a way that may not be available to them in
their home environment.
The client has posed the question of expanding its membership in both children and volunteers, and
has asked that we apply our expertise to organising an event that might reach more families, while
giving to the community a whole-weekend activity to enjoy with their children.
In response to this, Dragonfly Entertainment propose to welcome these families to Ballorig
‘Speelparadis’ in Westland over one weekend of the school half-term, for two free playdays. The
objective, with the support of existing Bij-1 volunteers, would be to give children of primary school age
the opportunity to play together without restriction, and to give their parents valuable social time in a
relaxed meet-and-greet environment. The context would be to raise awareness of the organisation’s
goals, encouragement for the parents to bring their children to Bij-1 in future, and even volunteer
themselves in order to achieve Debby’s dream.
This project plan is on behalf of the organisation “Bij-1”. In the further document, we will identify the
means by which we will facilitate the event in terms of organisation, promotion, budget and
implementation. The client will at every stage be clear about our motivation, actions and purpose.
For the purposes of this document, Dragonfly Entertainment Solutions may be referred to as ‘DES’.
“Als één kind positief verandert, verandert de maatschappij!”
-“If a child changes positively, society changes too!” (Harting-Koning, 2010)

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2 MISSION
Dragonfly Entertainment’s mission is to provide a high standard of service to our client, Bij-1. The
means by which we will achieve this will be clearly and concisely described in detail forthwith.
Our vision is closely aligned with that of Bij-1. We will expand the membership of the organisation by
spreading a positive message to the local community that Bij-1 exists to help them. Together, we will
spread the word through local schools that no matter how difficult a situation you are in, Bij-1 is here to
take some of the load. Equally, with an increase in service users and volunteers, Bij-1 can expand its
outfit and improve existing facilities.
The event we have organised will be family-oriented and fun and relaxed for both the parents and the
children. We want to create a stress-free environment which will kick-start the half-term week with
positive energy and optimism for both the client and their existing and potential service users.
Our key words: Community; Family; Entertainment.
In Spoorwijk, an average of 205 children under the age of 13 live in one parent families. 270 families
are living on minimal income of €16,500 a year - the average income is €21,000 a year in the area. This
is significantly lower than the average of €26,500 of the entire city of The Hague. Only with
organisations such as Bij-1 can the children and families living in these situations identify ways to
change and to achieve in later life. Often, children living in poverty have limited scholastic success (Ten
Broeke, 2010) and difficulty in social situations as teenagers and in adulthood. Studies also show that
the neighbourhood where children grow up has a far great influence on them than society as a whole.
Community organisations can help guide this generation in understanding the value of education and
develop vital social skills which will enable them in later life to exceed their demographic expectations.
2.1 Target Group
The target group for this event project is ‘families’. Clearly, this incorporates more than one individual,
but Bij-1’s vision is of the family as a unit. Therefore, we will use this as our target in a single format.
The families we will target will be:
 Families with children up to 12 years of age from Spoorwijk in The Hague.
These will incorporate both families who are already Bij-1 service users and families who are not.

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2.2 SMART Outline
Produce a two day event in October 2015, targeting parents with children up to 12 years old from the
Hague. There will be place for 200 children each day in Ballorig (venue). The children will be able to
play, eat and drink and the parents will be able to socialise and get familiar with the organisation Bij-1,
with the objective of informing the parents about the existence of the services offered by Bij-1. The
promotional material will include a signup-sheet to monitor interest and attendance. There will be further
signup opportunities during the event, which will be a guide measure of the success of the event.
2.3 Positive Outcomes
Local businesses will be positively affected by increased traffic in the local area, including petrol
stations and supermarkets. Ballorig will benefit from additional income in the form of catering to the
parents, who are not already provided for in the package. The public transport system will have an
influx of business over these days.
2.4 Negative Outcomes
These will be environmental, such as heavy traffic for the local residents. Crowded public transport
facilities. Also, the regular attendees of Ballorig may be displaced that weekend.
2.5 Project Boundaries
The project is constrained to the following:
Physical boundaries – the event will be held in a location that is already designed to be child and family
friendly. This does mean we only have a limited number of places but equally, we want to maximise
the reach of the event by having as close to the maximum number of attendees as possible.
Of course, we have a deadline for the project. The event will be held on the first weekend of the half-
term holiday. This is an absolute deadline therefore all internal deadlines must be met.
It is an important aspect of the event’s organisation that the role of each party is clear. We will manage
the budget, deadlines, creation and production of promotional material and the surveillance of interest
and subsequent attendance with a view to analysing the impact of the event.

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Our third-party company hosting the event, Ballorig, have been hired on the premise that they have
responsibility for adherence to health and safety law, appropriate insurances and the provision of food
and drinks. Moreover, they will provide a safe, appropriate and enjoyable environment for the
attendees.

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3 PROJECT CONCEPT AND CONTENT
3.1 Basic Information
Bij-1 and Dragonfly Entertainment present ‘Free Holiday Playdays’
When: 24th/25th October 2015;
10:00 – 19:00
Where: Ballorig Speelparadis, Monsterseweg 129B, 2691JE, ‘s-Gravenzande;
Bij-1 has asked Dragonfly Entertainment to create an event to raise awareness of the service with the
desired outcome of an increased attendance and eventual expansion of the organisation.
Dragonfly Entertainment presents ‘Free Holiday Play-Days’, a two-day event at ‘Ballorig’, an indoor
playground. On each day, we anticipate the attendance to be 200 children with their parents. The
venue will be open from 10am until 7pm. As outlined in the further plan, there will be designated
activities and allocated times for drinks and snacks, however families can attend at any time and for
any duration within the opening hours. The children can also ‘free play’ rather than take part in activities
if they prefer.
Activities:
 Car Racing  Climbing Hall
 Ball Pit  Carousel
 Toddler Area  Kids meet with mascot
During the event, parents will be welcomed by Bij-1 volunteers in the lounge area, where they can
experience an adult-friendly environment, in which they can interact with Bij-1 volunteers, Ms Harting-
Koning and socialise with each other in a relaxed atmosphere.
In the venue, there will be a projector placed in the main area, displaying images and information about
Bij-1. This will run all day, for both days.
The marketing for the event will involve flyer circulation in the schools of the existing service users, with
the target being both existing and potential custom. Flyers will be distributed and collected by Bij-1
volunteers in advance of the event. An advertisement will also be placed in the local online news site
‘denhaag.nl’.

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The success of the event will be measured in two stages. Primarily, the flyers will include a tear-off
form which the interested parents will fill in and submit to the school where they received the flyer. This
will give us a projection of the likely attendance. The second stage would be during the event – the
volunteers who are greeting the parents will encourage them to fill in a form (see Appendices 11.2 for
flyer and 11.3 for form) where they will either register their child to use Bij-1, or register themselves as
volunteers (preferably both). This will provide actual, physical data which can be used by Bij-1 to make
a future strategy.
We have unique selling points. This event is free. The families we are targeting will rarely have the
opportunity to take part in these types of activities without having to pay. Secondarily, we are providing
an environment for the parents that is not dominated by children, so while being in the vicinity of their
kids, seeing that they are enjoying themselves, the parents can enjoy adult social interaction.
Dragonfly Entertainment will be provided with 10 volunteers. The volunteers from Bij-1 will act as
ambassadors, managing the children but also interacting with and informing the parents.

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3.2 Moodboard
For the mood board we chose a selection of different pictures showing children playing in colourful
surroundings. We chose to use colourful pictures because Ballorig, the venue we selected to hold our
event in, is a very colourful venue with a vibrant atmosphere. The mood board also contains the Bij-1
logo and a picture of the representative of Bij-1, Debby Harting-Koning. It was very important to have
her as part of our mood board because she is the heart and head of Bij-1. We chose to use the flyer we
made for the event as well to give an indication of what the event will be about and give an indication
of what potential attendees can expect from the event.
With the mood board we would like to leave an impression of the kind of atmosphere we would like to
create around our event, but also represent the kind of atmosphere Bij-1 will have, besides the event;
an educational surrounding with young children playing and learning at the same time.

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3.3 PMCs
Target Group Product/Approach Purpose/Effect
Parents and children Free Holiday Play-Days Raise awareness and
membership of Bij-1
Parents Meet-and-greet in Ballorig
lounge
Bij-1 volunteers inform of
services, parents socialise with
each other
Children Play-Day Children play in a safe, fun
environment

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3.4 Event Model
1. Lounge Area
2. Car Racing
3. Trampoline
4. Climbing Hall
5. Slides
6. Carousel
7. Toddler Area
8. Toilets
9. Entrance
10. Kitchen & Cafe

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3.5 Location
Arriving from The Hague without a car, the best option is to go with tram 2 towards Kraayenstein, exit
the tram at the stop called Buitentuinen. After leaving the tram, Bus 51 towards Naaldwijk via Monster.
Exit the bus (after 16 stops) at the stop called Monsterseweg. After leaving the bus, there is a three-
minute walk to Ballorig.
Coming from The Hague by car, directions can be followed by taking Kempstraat, Vreeswijkstraat and
Meppelweg to Lozerlaan/N211 in Escamp. Having reached N211, follow to Monsterseweg in s’-
Gravenzande. After reaching Monsterseweg, Ballorig will be on the left hand side.

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3.6 Event Worksheet – 24 October 2015
Time: Action:
08:30 Bij-1 volunteers and Dragonfly entertainment solution team are on site
08:45 Volunteers and DES-team decorate Ballorig
09:15 Projector is been delivered by 1001Beamers
Projector is been installed by 1001Beamers on the right spot and the presentation is
installed to the projector.
Volunteers set up Meet and Greet lounge for parents.
Music for the day is already available via Ballorig’s PA.
09:30 Brief emergency plan is discussed with staff, volunteers and DES- team
09:45 Drinks for the kids are made ready
09:50 Photographer arrives on site
Photographer gets mini tour of the venue
10:00 Doors of the venue open to the visitors
10:15 The first families arrive at Ballorig
Children consume their first free drink
Children start Free Holiday Playdays
10:30 Parents gather up at Meet and Greet lounge
12:00 Lunchtime with snacks for the Children
14:00 Children meet Ballorig Mascot
16:00 Children are served with Ice cream
18:30 Wrap up
Clean venue and gather sign up sheets
19:00 End of first Free Holiday Playday

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3.7 Event Worksheet – 25 October 2015
Time: Action:
09:00 Bij-1 volunteers and Dragonfly entertainment solution team are on site
New volunteers get brief tour of venue
09:15 Volunteers set up Meet and Greet lounge for parents.
Music for the day is already available via Ballorig’s PA
09:30 Brief emergency plan is discussed with staff, volunteers and DES team
09:45 Drinks for the kids are made ready
09:50 Photographer arrives on site
10:00 Doors of the venue open to the visitors
10:15 The first families arrive at Ballorig
Children consume their first free drink
Children start Free Holiday Playdays
10:30 Parents gather up at Meet and Greet lounge
12:00 Lunchtime with snacks for the children
14:00 Children meet Ballorig mascot
16:00 Children are served with ice cream
18:30 Wrap up
Clean venue and gather sign-up sheets
19:00 End of second Free Holiday Playday

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3.8 Gantt Chart

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4 RISK ASSESSMENT
4.1 Risk Ratings
People at risk A - Worst case outcome B - Likelihood Rating
Hazard Children Parents Volunteers
Slight
1
Serious
2
Major
3
Rare
1
Possible
2
Likely
3
AxB
1 Injury in the venue x x x x x 6
2 Children get lost in the venue x x x 1
3 Children fight x x x 4
4 Volunteer Absence x x x 4
5 Overcrowding in event venue x x x x x 3
6 Lower attendance than expected x x x x x 4
7 Not enough food ordered x x x x 2
8 Not enough merchandise ordered x x x 1
9 Power failure x x x x x 2
10 Projector failure x x x x x 2
11 Fire in the venue x x x x x 3

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4.2 Risk Control plan
Hazard
found
Existing control measures
Additional control measures
required
Priority
Person responsible
for measure
Complete
by
Action
taken
Review
date
1
Bij-1 volunteers and Ballorig staff
will provide first aid and if necessary
call emergency for assistance
Bij-1 Volunteers must be trained
in first aid
x
Human resources
representative
18/10/15
2
Bij-1 volunteers will call the parents’
attention announcing the position of
the children via PA,
Bij-1 Volunteers must be trained x
Human resources
representative
18/10/15
3
Bij-1 volunteers will act as
mediators
None, action adequate
Human resources
representative
4
DES staff will step in and help the
volunteers
None, action adequate
Human resources
representative
-
5
A research conducted by DES will
determine the amount of people we
are expecting
A DES representative will contact
surplus interest, demarketing the
demand of the product
x
Marketing and
Communication
Manager
11/10/15
6
A research conducted by DES will
determine the amount of people we
are expecting
DES will pursue a second wave
marketing strategy
x
Marketing and
Communication
Manager
11/10/15

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7
A meeting between DES and
Ballorig will order appropriate
provisions
Research conducted by DES will
determine necessary supply
quantities
x Financial Manager 11/10/15
8
A meeting between DES and the
sponsors will determine the amount
of merchandise we require
Research conducted by DES will
determine how much
merchandise we require
x Financial Manager 11/10/15
9
Ballorig will provide an emergency
power supply
None, action adequate DES representative
10
A DES representative will check the
projector before the event start
None, action adequate DES representative 24/10/15
11
The facility will be evacuated
according to Ballorig safety plan
None, action adequate Ballorig 24/10/15

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4.3 Risk Control Aspects
Of course, with any event of this type, the risks must be considered. These can be physical as well as
organisational. We understand that it is possible that this event may be over-subscribed. Although this
would pave the way for future events, it also may lead to disappointment and an unmanageable influx
of service users.
Although every effort has been made to put appropriate staff and provisions in place, the above
eventuality could lead to a ‘not-enough’ situation – for example, not enough volunteers (we understand
the ratio is currently 20:1 children to volunteers, although this ratio of children will be greater to allow
volunteers to interact with the parents in attendance).
As we are using a third-party company for our venue, there are unpredictable and unforeseeable
circumstances on their part – for example, if they do not order enough food despite knowing expected
attendance or if their health and safety measures are not to their own standards. Both of these could
mean that preventable accidents happen and attendees leave the event feeling unhappy or dissatisfied.
Conversely, the event could have limited success, and not attract enough families for the event to be
feasible either immediately or in the future. This would also be the case if families attend but do not
register as service users or volunteers. It is not mandatory for all to do so, but to improve the ratio of
volunteers to children in future, there would need to be a significant proportion of both.
How to avoid these scenarios:
On investigation of the venue’s safety policy, Dragonfly Entertainment have found that there are
measures in place to theoretically keep all the families safe and comfortable. The company will maintain
its excellent professional relationship with Bij-1 and Ballorig to ensure that there is no
miscommunication. It has been agreed that in case of power failure, Ballorig will provide energy from
their emergency generators.
At the event itself, the Bij-1 volunteers will maintain a positive and forward thinking attitude. They should
be aware of the purpose and context of the event and be aware of the positive and negative possibilities,
and be prepared accordingly. Accordingly to Bij-1 the event managers will be provided 10 volunteers a
day for this event, in case of the absence of one or more volunteers, the members of Dragonfly
Entertainment will take their place.
In terms of attendance, Dragonfly Entertainment will monitor interest and recognise that an upper
capacity may be reached. This will include a margin of 10% for oversubscription to accommodate no-
shows. However, in the opposite circumstance, where there is not enough interest, Dragonfly
Entertainment will pursue more aggressive marketing strategies such as re-targeting the same schools,
or expanding our postcode area to include schools from further afield.

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Venues are vulnerable to external factors. In the unlikely situation that Ballorig is unavailable on the
chosen dates, the event will take place at a different venue: KIDS Eiland.

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5 SWOT ANALYSIS
Strengths
 Free entrance for children and Parents
 Free snacks and drinks for children
 Indoor playground
 Facility provider takes main
responsibilities
 Volunteers of Bij-1 available
 Parents registered at Bij-1
 It will be easy to have an expected
number of guests (signing forms)
 Target group is reachable at schools
 The event takes place on a holiday
 The event takes place two days
 Our promotion methods are well
chosen according to the target group
Weaknesses
 Event taking place outside the city
 Small budget
 Facility provider has strong decision
power regarding to F&B and activities
 No F&B budgeted for parents
 No much awareness of Bij-1
 Takes place on a holiday and some
families could choose to travel
elsewhere
Opportunities
 Parents who are not aware of Bij-1 but
that might be interested in knowing that
this organisation actually exists.
 People being aware and loyal to
Ballorig
 Schools can let Bij-1 promote their
event
 Parents having the desire of meeting
other parents
 Bad weather (TG looking for indoor
facility)
 Families trying to do something special
during a weekend/holiday.
 Local newspapers having space for
free advertisements for NGO’s.
Threats
 Parents not interested in Bij-1
 Families with another plan
 Not enough attendance
 Problems with public transport
 Bad weather (people don’t like to
travel)
 People who already had a bad
experience at Ballorig
Strengths: To identify the strengths, the focus is on the internal factors that will help Bij-1 to achieve
their objectives. Firstly, this event is taking place in an indoor facility in which the major responsibilities
(e.g. game areas, food and beverages, safety measures, and staff) are already taken by Ballorig.

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Additionally, volunteers of Bij-1 will be available to provide extra-support for the guests to maintain a
hospitable atmosphere. It is important to mention that there is also an ideal place (primary schools) in
which promotional material will create interest; and it is also the location where our target group will be
directly reached.
Opportunities: These are the external facts that will contribute to a successful event organisation; by
external it is understood that opportunities will depend on the circumstances we cannot control. To
summarise our opportunities we start by recognising that Ballorig is a well-known attraction and that
parents without a plan for half-term will be attracted to the “Free Holiday Play-Days” concept, even if
they are not familiar with Bij-1. Schools and the local newspapers are active in promoting non-profit
organisations.
Weaknesses: For a successful outcome, it is also important to be aware of the weaknesses that this
particular plan might have. As with the strengths, weaknesses are internal and can result in negative
outcomes (see page 3). The primary weakness in this instance is the budget, and other weakness
factors are subsequent to this. It is important to understand that outsourcing responsibilities to the facility
provider (Ballorig) is a feasible option in this case, as even in the case of a loss of control of food and
beverages, they already have facilities to provide these.
Threats: Factors that have a negative impact based on external influences. These are things that
Dragonfly Entertainment and Bij-1 itself are not able to control. As event organisers, we are prepared
to implement a contingency plan of second-wave promotion and also expansion of the catchment area.

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6 MARKETING MIX
Product
From the point of view of the consumer, the ‘product’ is the playdays themselves. The overall target
group (families) can be split into subgroups – parents and children. The product for the parents would
be the opportunity to have their children play safely with other children, while simultaneously enjoying
an adult social environment. For the children of course the product is much simpler – a fun, care-free
day at a purpose-built centre. The children also have the benefit of snacks, drinks and ice cream as
part of their product.
Price
Part of the unique selling point of our event is the price – at point of use, it is free. The parents – who
will be the decision makers, and considering our target demographic – will be drawn by the ‘free’ aspect
of the event. Children have little grasp of the value of money, therefore this part of the event marketing
is aimed directly at the parents subgroup. The children also receive free provisions whilst at the event,
however if parents wish their children to have more or better sustenance during their time at Ballorig,
they will need to provide this themselves. This may involve buying from the café at the venue. Likewise,
if parents wish to eat or drink anything themselves, they will need to purchase both, as we do not provide
either for parents. Each franchise manages its own café prices, and these will be available in the venue
itself.
Promotion
Our promotional strategies are relatively simple as with a low budget, a small target group and limited
places available at the event, Dragonfly Entertainment are aware that promotion needs to be
appropriate to our limitations. Our creative manager has developed flyers that will be distributed by Bij-
1 volunteers to the schools attended by existing Bij-1 service users. The flyers feature a tear-off, which
will be completed by interested parents and submitted back to the school. The Bij-1 volunteers will
collect submitted forms from the schools four weeks before the event so we can monitor interest and
identify whether there has been sufficient interest, or whether further promotion is necessary.
Alongside the flyers, we will place an advertisement in the online local news site ‘denhaag.nl’. The
placement of such an advertisement is free, and there will be an enquiry form with the placement which
can be submitted digitally.

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In the circumstance there is not enough interest, we will target schools outside the immediate catchment
area of Bij-1 for a further three weeks. We will endeavour to maintain the target demographic however.
Place
Dragonfly Entertainment have chosen Ballorig Speelparadis at Monsterseweg, The Hague. The venue
was selected on the basis that it provides a safe indoor environment for children – which is in keeping
with the mission of Bij-1. It is appropriate to the event as it is purpose-built, has an area for adults, is
accessible and local, and has a café and all necessary facilities. With a small budget, it was a matter
of efficiency to find a venue that provided the above without the need for external suppliers.
The venue has clear hygiene and safety regulations already in place, as outlined in the Management
Aspects in this document (see 10.1), and in entering into an agreement with Dragonfly Entertainment,
Ballorig verify that it can be held accountable if any of these regulations are not met.
Personnel
As Bij-1 is not-for-profit, the budget does not allow for external suppliers or staff. This was a
consideration made when Dragonfly Entertainment selected the venue – Ballorig already have a full
complement of staff including First-Aid representatives. Bij-1 will supplement this both in the
promotional strategy (distributing and collecting material) and in the implementation of the event itself.
At Ballorig, the Bij-1 volunteers will act as ambassadors for the cause and inform the parents of Bij-1’s
mission, and encourage the parents to join. Dragonfly Entertainment staff will also be on hand to ensure
the smooth execution of the event and to provide second line support in the case of short-staffing.

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7 SPONSORSHIP PLAN
Companies approached for potential sponsorship:
 Puma;
 Vingino;
 Omroep West;
 Wilmar Harting Fotografie;
 Intertoys;
 Municipality.
Puma and Vingino are both companies who produce hoodies and t-shirts. Their target groups are
children and adults.
Omroep West is the regional broadcasting company for South Holland North and is based in The
Hague.
Wilmar Harting Fotografie is a professional photographer.
Intertoys is a toy company.
The municipality is for The Hague.
Puma will be sponsoring our event using goods and publicity. Puma will provide us with 100 hoodies to
hand out to the families for free during the event. The benefit for Puma will be: they will receive free
promotion through recognition, with their brand name printed on the hoodies; we will also have the
Puma logo on our flyers, banners, posters, which will be distributed to schools and displayed at the
venue.
Vingino will also be sponsoring our event in goods and publicity. They have been approached to supply
the funds for printing of the flyers and to provide 100 t-shirts printed with their logo and the logo for Bij-
1. The benefit for Vingino will be: their brand names will be printed on all of the t-shirts which they will
provide us. We will also have Vingino’s brand name visible on our flyers, banners, posters, which will
be distributed to the schools and displayed in the venue.
Omroep West will be supporting our event by making a small report following the event called ‘Free
Holiday Playdays’. The benefit of this to Bij-1 would be future promotion. For Omroep West, the
program will garner recognition among the local community.
Wilmar Harting Fotografie will be sponsoring our event by making the event memorable for the families
by taking photographs of the day, with the option for the parents to purchase prints and products directly
from Wilmar Harting. Bij-1 will also use these photographs for future marketing campaigns, as the

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organisation is keen to expand. The benefit to Wilmar Harting Fotografie will be the promotion of his
business with local families.
Intertoys will be sponsoring our event by making a donation of educational toys to Bij-1 at the event.
Because Intertoys has had previous partnerships, it is well known that Intertoys is involved with
children’s organisations. Our target out group is parents with children up to 12 years old, which is also
the same target group of Intertoys. This means that Intertoys will benefit from a positive reputation
among local families.
The local municipality will be sponsoring our event by promoting our event “Free Holiday Playdays” in
their local newspaper ‘The Hague Stadskrant’ for one week. Bij-1 will be more than grateful with this
collaboration from municipality. This promotion will benefit Bij-1 as it is a local community paper and
likely to be accessed by potential service users. The municipality is committed to supporting local
causes and as such, this kind of sponsorship is in their interest.
7.1 Supplier Lists
ID
Supplier
name
Contact name
Contact
title
Address
Postal
code
Number Comments
1 Vingino
Nicholas
Hurenkamp
Vingino
Sourcing
Manager
Marienhoef 6
3851
ST
DES0000001
Vingino will
sponsor the
cost of
promotion
and provide t-
shirts
2 Puma Mirna Donkers
Puma
Marketing
Manager
De Waterman 2
5215
MX
DES0000002
Puma will
provide
hoodies
3 Intertoys
Mr van
Nieuwenhuijze
Intertoys
Manager
Handelseweg 15
2742
RD
DES0000003
Intertoys will
provide
educational
toys for Bij-1
4 Ballorig -
Ballorig
Manager
Monsterseweg
129B
2691
JE
DES0000004
Ballorig will
provide food
and
beverages
5 Blokker - - Spuistraat 14
2511
BD
DES0000005
Blokker will
provide
balloons
6
1001
Beamers
- -
Haarlemmerweg
317L
1051
LG
DES0000006
1001
Beamers will
provide a
projector

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8 COMMUNICATION STRATEGY
8.1 Organogram of Dragonfly Entertainment Solutions
8.2 Flow Chart of Organisational Communication

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8.3 Communication Matrix
Target Group Profile
(Detailed)
Communication Objective Promotional Activity
Sub-group: The Parents
Parents (single and couples)
from Spoorwijk with limited
income and with a tight
schedule who do not have
enough time to spend with their
children because of their
situation.
Before the event
We want to let parents know
that there is a free event during
half-term, and that they can
bring their children for free, so
that they can have a memorable
experience.
During the event
We want parents socialising
with the other parents and
volunteers and meet Ms.
Harting-Koning, so they can be
informed about Bij-1.
(awareness)
 Forms
 Flyers
 Volunteers at school,
talking with parents who
are picking up their
children
 Volunteers
 Special area for parents
and volunteers
 Socialising with Ms.
Harting-Koning
Sub-group 2: The Children
Children from Spoorwijk (up to
12 years) who after school do
not have any activity and
therefore they are more
vulnerable to be involved in
inappropriate activities after
school because of their family
situation.
Before the event
We want to express the
happiness that Bij-1 wants to
project by providing a special
party for them, they will
convince their parents.
During the event
We want children play and be
happy and let them know that
the doors of Bij-1 are open for
them after school.
 Volunteers going to school
to encourage children to
attend with the intention
that they show the flyer to
their parents
 Flyers
 Volunteers inform them
about Bij-1 on each
playground station.

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8.4 Communication Plan - Target Group
The Parents (Sub-target group 1)
Single parents from Spoorwijk with limited income and with a tight schedule, who do not have enough
time to spend with their children because of their situation. They cannot afford a babysitter and they
have worries about their child’s future.
Style and tone
Friendly, enthusiastic and simple. This is more appealing to the sub-target group because it inspires
trust.
Objective
We want parents to know that there is a free event during the half-term weekend, and that they can
bring their children for free, so that they can have an enjoyable time together at Ballorig. We also want
them to know that this is a great opportunity to know how much Bij-1 cares for their children, involving
them in after-school activities.
Message
It’s almost half-term and you still haven’t planned anything with your children, is that right? Come to the
Free Holiday Playdays and be part of our celebration! Bij-1 has good news to share with you and
therefore has created this event with free-entrance at Ballorig. For the children, there will be an indoor
playground with fun activities and volunteers who will care for them; and a social lounge for parents
where you can have relax and socialise with other parents. Snacks and drinks are included for the
children.
Means of communication
Visits during pick-up time Volunteers of Bij-1 will visit the targeted schools while the parents
are collecting their children.
Execution: 21/22/23 September 2015 (one day)
Flyers Flyers are going to be distributed in the targeted schools (See
appendix 11.2) by the volunteers of Bij-1.
Execution: 24/25 September 2015
Confirmation forms This is a form for the parents to confirm which of the two days they
would prefer to attend (See appendix 11.2). This will also make

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parents feel that they will be expected to come, making them feel
welcome and reducing no-shows.
Execution: 28/29/30 September 2015
Registration forms Another form will be used for parents who want to join as volunteers
for Bij-1 and/or register their children.(See appendix 11.3)
Execution: During the event.
The Children (Sub-target group 2)
Children from Spoorwijk (up to 12 years) who do not have any planned activities and may be more
vulnerable to becoming involved in inappropriate activities outside school because of their family
situation. These are children with talent who still need a motivation in their lives to develop their
creativity.
Style and tone
Joyful, colourful and friendly; stimulating the interest of our sub-target group.
Communication objective
Generating excitement within the sub-target group about the Free Holiday Playdays concept. Our goal
is to project all the joy that Bij-1 wants to share with the children of Spoorwijk by providing a special
party for them; because they are special. It is important to remark that we want children to know about
the celebration so that they can influence their parents’ decision. To reach this objective, tools we use
to promote the event have to be appealing for children (i.e. happy images and bright colours).
Message
Hey kids! Do you already know about the Free Holiday Playdays? It’s a party at Ballorig where you will
have lots of fun! Convince your parents to take you there and don’t forget to tell them it’s for free! There’s
going to be snacks and drinks for the children of Spoorwijk. Come and play together!
Visits during school time Volunteers wearing shirts of Bij-1 will visit the targeted schools (See
appendix 11.4) during recess or assembly period and inform them
about Free holiday Playdays.
Execution: 21/22/23 September 2015 (one day)

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Flyers Flyers are going to be distributed in the targeted schools (See
appendix 11.2) by the volunteers of Bij-1.
Execution: 24/25 September 2015
Confirmation forms If a parent is not collecting their children, they can take the flyer home
and can be returned when their parents have filled it in.
Execution: 28/29/30 September 2015
8.5 Communication Plan - Suppliers
Suppliers
 Printerette
 Ballorig
 Blokker
 1001 Beamers
Communication objectives
To maintain successful working
relationships with the companies.
Having them in our professional
network for future projects/events.
Message
N/A
 Style and tone
Business language
Business visits If it’s the first time with a particular company; the project leader
together with the secretary will meet with the sales executive of the
supplier to negotiate a price and maintain the relation.
Corporate e-mail The financial manager of DES will send purchase order to the
supplier, asking an email in return for confirmation.
Telephone calls To monitor the status of the orders.
Physical mail To receive the invoices.

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8.6 Communication Plan - Sponsors
Sponsors
 Vingino
 Puma
 Photographer
 City hall
 Intertoys
 Omroep
Communication objectives
To maintain successful working
relationships with the companies.
Having them in our professional
network for future projects/events.
Message
See Appendix 11.5 onwards:
Letters
Style and tone
Business Language.
Business visits If it’s the first time with a particular company; the project leader together with
the secretary will meet with the sales executive of the supplier to negotiate a
price and maintain the relation.
Corporate e-mail The marketing manager will send a thank you email to the organisation.
Telephone calls To have direct contact with the sponsors.
Physical mail A sponsorship letter will be sent to the directors of the organisations.

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9 MANAGEMENT RELATED ASPECTS
9.1 Quality Control - Facilities We Require
Trampoline We require a safe and clean facility, according to Ballorig Hygiene and
Safety plan, and we require a volunteer who pays attention to the
children.
Car racing We require a safe and clean facility, according to Ballorig Hygiene and
children.
Climbing hall and ball pit We require a safe and clean facility, according to Ballorig Hygiene and
children.
Carousel and toddler area We require a safe and clean facility, according to Ballorig Hygiene and
children.
First Aid We require the first aid station to be functional and clean according to
Ballorig Hygiene and Safety plan.
Kitchen and Cafe We require a safe and clean facility, according to Ballorig Hygiene and
Safety plan, the staff to give good service for anyone, and we require
the food to meet the customer's expectation.
Toilets We require a safe and clean facility, according to Ballorig Hygiene and
Safety plan.
Lounge Area We require a safe and clean lounge area, maintained according to
Ballorig Hygiene and Safety plan.
We require every facility to be clean and safe, in accordance with the following:
Kinderspeelparadijs Ballorig 's-Gravenzande is cleaned daily
● Kitchen cleaned;
● Playground vacuumed;
● Tables and chairs tidied;
● Outside area swept;
● Toilets cleaned several times a day.

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Ball pit hygiene
For many years, Ballorig has used the following system - once every eight weeks, the balls are cleaned
with a specially designed washer. If a child has had an accident in the ball pool, then the same evening
the ball pool is cleaned. In addition, all balls will be disinfected and the ball pool itself is thoroughly
cleaned.
In each facility there is an easily visible certificate of hygiene where the visitor can see exactly when the
ball pools were last cleaned.
The kitchens works according to the guidelines of the HACCP food audit, a process initiated by the
European Union.
The playground is periodically washed.
The balls in the ball pits are cleaned regularly in a special washing machine.
Safety
The playground is checked weekly and periodically for safety. This is done according to the guidelines
of the Liftinstituut.
There is always a member of staff present with a degree in BedrijfsHulpVerlening (BHV) and a First Aid
diploma (EHBO). The staff maintains the safety of everyone, reports the accidents, provides first aid to
victims and helps contain fire until rescuers are present. Every year the staff take part in an emergency
course.
All facilities have an evacuation plan and meet the requirements of the fire department. There are
smoke detectors installed, and in various places there are manual call points that will report a fire on
the control panel. Fire extinguishers are present and are inspected annually.
Both for your safety and ours, Ballorig 's-Gravenzande has CCTV.

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10 BUDGET
COST TYPE DESCRIPTION No. of Units Cost per Unit Total
1000
1100 Ballorig Westland 2 € 1,500.00 € 3,000.00
2000
2100 Bij - 1 staff ( volunteers ) € 0.00 € 0.00
2200 Ballorig staff € 0.00 € 0.00
3000
3100 Bij - 1 staff transport € 0.00 € 0.00
3200 Ballorig staff transport € 0.00 € 0.00
3300 Projector transport 1 € 17.50 € 17.50
3400 Photography € 0.00 € 0.00
4000
4100 Balloons 2 € 2.99 € 5.98
4200 Banner decoration € 0.00 € 0.00
4300 Chips € 0.00 € 0.00
4400 Beverage € 0.00 € 0.00
4500 Ice cream € 0.00 € 0.00
4600 Hoodies 200 € 0.00 € 0.00
4700 T-Shirts 200 € 0.00 € 0.00
4800 Educational toys € 0.00 € 0.00
5000
5100 Projector rental 2 € 25.00 € 50.00
5200 Projector montage € 0.00 € 0.00
6000
6100 Printing Flyers 1000 € 0.17 € 170.00
6200 Printing Bij - 1 assessment forms 200 € 0.73 € 146.00
6300 Printing on hoodies 200 € 0.00 € 0.00
6400 Printing on T - shirts 200 € 0.00 € 0.00
6500 Distribution of flyers and Registration Forms € 0.00 € 0.00
6600 Internet advertisement 1 € 0.00 € 0.00
6700 Tv report 1 € 0.00 € 0.00
6800 Newspaper advertisement 1 € 0.00 € 0.00
7000
7100 Mascot € 0.00 € 0.00
8000
8100 Sponsorship (cash) 1 -€ 316.00 -€ 316.00
Total Actual Cost € 3,073.48
Actual Cost per Day € 1,536.74
Total Expenses € 3,389.48
Budget € 3,500.00
Margin € 426.52
Entertainment costs
Revenue
Location costs
Production costs
Indirect production costs
Facilities
Technical production expenses
Promotional costs

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10.1 Location costs
Ballorig Westland
The event will take place at Ballorig Westland indoor playground venue. The sum given in the actual
costs column represents the price reached in negotiation with the venue for hiring the complete indoor
playground for two days. Price for hiring venue for one day is €1,500. As it is a two-day event, total
actual costs for the location is €3,000. The price will be paid by Dragonfly Entertainment Solutions
regardless of the actual number of attendees.
Total actual costs for the location are €3,000 for two days.
10.2 Production costs
Bij-1 staff
Volunteers which are already within the Bij-1 community will contribute to the event by presenting Bij-
1’s organisation and its goals to the parents. The price is €0.00 as they are volunteers.
Ballorig staff
Employees of Ballorig Westland will keep an eye on the children and entertain them throughout the
event. They are included in the €3,000 sum paid for two days’ exclusive occupation of Ballorig Westland.
Total actual costs of the production costs are €0.00
10.3 Indirect production costs
Bij-1 staff transport
There is a major organisational advantage to using Bij-1’s volunteers - they all live in the local area,
meaning the venue is reasonably accessible for them. The volunteers will therefore arrange their own
transport.
Ballorig staff transport
Ballorig employee’s transport is included in the price we are paying for the venue.
Projector transport
The projector will be delivered to the venue by 1001Beamers. However the price for the transport is not
included in the price for renting the projector, and we have an additional actual cost of €17.50.

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Photography
During the event itself, there will be a photographer which will make this event memorable by taking
pictures of children, parents and Bij-1’s representation. Since the photographer from Wilmar Harting
Fotografie is already a member of the Bij-1 community, he is willing to sponsor us with his contribution
for free.
Total actual costs of the indirect production costs are €0.00
10.4 Facilities
Balloons
Balloons will be bought by Dragonfly Entertainment Solutions out of the budget the company has been
given for the event. The price of one pack containing 18 balloons is €2.99 and they will be bought from
Blokker. There will be two packs bought and actual cost for the purchase of the balloons is €5.98.
Banners decoration
Bij-1 will provide us with banners which will be set up around the venue for two days. Set up will be
done by Bij-1 volunteers so they place the decorations as they wish. For that reason, the price is €0.00
Chips
Snacks will be provided by Ballorig. Chips are included into the price of the venue for both days which
brings the actual costs to €0.00.
Beverages
Beverages for children (only) will be provided by Ballorig. The price of €3,000 that we are paying for the
venue, also covers beverages costs. This made our actual costs on beverages €0.00
Ice cream
Children will receive ice cream which will also be provided by Ballorig. This is included in the price of
the venue for both days which gives us actual costs of €0.00
Hoodies
Puma is a well-known brand which will provide us with 100 hoodies for the children and their parents.
We proposed this sponsorship by writing a letter to Puma (see appendix 11.6).
T-Shirts
Vingino will provide us with 100 t-shirts which will have the Vingino and Bij-1 logos on them. They will
be handed out to any attendees at the event who wish to have one (see appendix 11.5).

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Educational toys
Intertoys will support and sponsor us with educational toys for the children at the end of the event. The
negotiation was made with Intertoys after sending them a sponsorship proposal letter (see appendix
11.10)
Total actual facility costs are €5.98
10.5 Technical production costs
Projector rental
Projector rental has been calculated based on prices given by www.1001beamers.nl for the InFocus
2500 ANSI model. Renting this model per day costs €25.00.
Projector montage
Projector will be positioned appropriately by the trained staff from 1001Beamers. Bij-1’s slides and
pictures will be projected on the wall for parents to see Bij-1’s achievements so far and its goals for the
future. Montage and placement of the projector is included in the rental price of the projector for both
days which made the actual cost for montage €0.00
Total actual technical production costs are €50.00
10.6 Promotional costs
Flyer printing
Flyers include basic information about the event, date, time and place. It also consists of the cut out
form for organisers to estimate total attendance and date of attendance. Calculation for the cost of
printing flyers was based on the rates of Printerette. Actual cost for flyer is €0.17 per piece, there will
be 1000 pieces printed which gives us the actual cost of €177.83. Vingino was kind enough to offer to
cover this cost as sponsors in exchange for promotion of their brand.
Assessment forms
Assessment forms include information about parents who are willing to join Bij-1. Prices have been
calculated and are based on rates of Printerette. Actual cost for printing out one assessment form is
€0.73. As we will require 200 forms, actual cost for printing all assessment forms is €146.00. This will
also be covered by our sponsor Vingino in exchange for promotion of their brand.
Hoodie printing

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While Puma is our sponsor, they are going to print 100 hoodies with Bij-1 logo on them. Hoodies are
going to be given to the kids to take home as a memento of their experience at Ballorig. After the event,
other children will see the Bij-1 logo with ‘Free Holiday Playdays’ slogan on the sweaters, which will
give Bij-1 publicity they need to expand their project.
T-shirt printing
Vingino as a sponsor will provide us with 100 t-shirts for the children with the Bij-1 logo as well. Children
will take their t-shirts home as a memento of the day they had and also to spread the word about Bij-1.
Subsequently, actual cost for printing the logos on shirts is €0.00
Distribution of flyers
Distribution will be made by Bij-1 volunteers. They will visit schools in the area of Spoorwijk and hand
out flyers for the children. Actual cost of the distribution is €0.00.
Internet advertisement
Since the promotion will also consist of internet ads, we found a way to promote this event for free on
The Hague’s municipal website.
TV report
As Omroep West is a local TV station, they were willing to cover the story about this event and showcase
it in one of their programs. This small report would make quite of difference for Bij-1’s organisation as
the event would be seen by a lot of people in the area of Spoorwijk and all of The Hague.
Newspaper advertisement
Municipality of The Hague gave us the unique opportunity to promote our event through the local
newspaper ‘Stadskrant’ in The Hague. Of course, it will be free since they are one of the sponsors for
our event.
Total actual promotional costs are €323.83
10.7 Revenue
Sponsorship (Cash)
The sponsorship by Vingino was in the form of a cash donation. This will cover the expense for printing
out flyers and assessment forms which estimates to €323.83. That is the reason why total actual cost
of revenue is: -€383.83

Page 41 of 53
10.8 Entertainment costs
Mascot
Ballorig will provide with a mascot act for the children which is also included in the price of the venue.
Total actual cost for entertainment costs comes to €0.00

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11 APPENDICES
11.1 Initial Draft Moodboard/Flyer

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11.2 Final Flyer with Tear-Off Form

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11.3 Bij-1 Registration Form

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11.4 Design of T-Shirts & Hoodies (Sponsorship)

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11.5 Sponsorship Letter – Vingino

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11.6 Sponsorship Letter – Puma

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11.7 Sponsorship Letter – Omroep West

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11.8 Sponsorship Letter – Wilmar Harting Fotografie

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11.9 Sponsorship Letter – Municipality

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11.10 Sponsorship Letter – Intertoys

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11.11 Targeted Schools
Targeted Schools Address Postcode
Basisschool Jeroen Guido Gezellestraat 51 2524 CK
De Spoorzoeker Busken Huetstraat 22-24 2524 TT
OBS Dr Willem Drees Capadosestraat 9-11 2523 AB
Elsenburgschool SBO Laboucherelaan 3 2283 EG
De Piramide Monseigneur P.J. Willekenslaan 143 2283 CP
Het Prima Generaal Vettenstraat 40 2283 LK
De Beer Actief & Creatief Karel Doormanlaan 210 2283 AZ
Mariaschool Van Vredenburchweg 75 2282 SE
Basisschool Kronenburgh Mr. D. Fockstraat 4 2283 JA

Page 53 of 53

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