1. 
BRANCH OPENINGBRANCH OPENING
PR & EVENT PLANNING
Bessy Mastrantoni
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2. OPENING OF DELTA BANK’ S NEW BRANCHOPENING OF DELTA BANK’ S NEW BRANCH
SITUATION ANALYSIS
The openings of Branches are a main element in a Bank’s timetable. The process starts with the decision from the
Board of Directors and after the official approval, the PR department organizes the event. The planning involves
the pre-event (all the tasks required for better results), the event itself (the action time) and the post-event (the
evaluation of the effectiveness of the event). The Bank had its last Branch opening 4 months ago and the Branch at
Chania is open for 3 months already. The Bank is having the opening now that the local community is familiar with
the new premises. The Guests are 200, Board of Directors, Staff, Members of the local Community, Press and
prospective buyers. They were given invitations but the actual event is rather open. The size of the site is 700
square meters, it is at Chania, Crete and the Opening is on Friday the 14th of June, at 19:30 p.m.
The Opening of a new Branch of a Bank is a loss leaders or hosted event, as it does not generate any revenue. It is
designed from the very beginning to lose money. The Bank has pre-estimated the cost of this particular event when
it made the budget for the year. The estimated cost is 15.450 Euro. The Opening of a Branch is combined with the
appearance of an important guest of the financial field. In this case there will be a well-known and respected
member of the Stock Market.
OBJECTIVES
They are mostly informational. The Bank wants to inform the public that the Branch is now open, to differentiate
from the competition and to reinforce its image, to increase awareness and ensure attendance.
SWOT ANALYSIS
Strengths Weaknesses
 Good media relation  Poor attendance from the personnel
 Excellent site
Opportunities Threats
 Developing more loyal customers  Simultaneous celebration of a congruent event
 Weather-Problems in transportation
 Celebrity appearance  Celebrity canceling
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3. PRE-EVENT
In order to successfully organize the tasks the managers that have to cooperate are the ones mentioned
below:
PUBLIC
RELATIONS
ADVERTISIN
G
THE
INVITATION
STREET
PROMOTION
Media Release
to Banking press
Radio
advertising
Print invitation
to the press
Celebrity announces
opening at mall at
Chania 2 weeks
before the opening
Media kit Advertising
specialties –
clothing as a gift
to guests
Electronic
invitation to the
Personnel
Audio News
Release at
Chania local
station
PRE-EVENT EXPENSES
The opening of the Branch belongs to the category of fixed expenses that the PR department of the bank takes into
account, when it makes the Budget of the year to come. In this case, the budget expenses for the ceremony are
15.450 Euro. The transportation of the representatives from each Branch will be included in their budget expenses
as a Branch, for example each Branch can justify an amount for transportation for its employees.
SERVICE DESCRIPTION TOTAL COST
Pullman Rental 1 for 30 people 176 Euro
Floral rental Bouquets 295 Euro
Balloon rent Explosions 585 Euro
Lodging 1 night plus breakfast (30 people) 2.640 Euro
Invitations Printing & distribution 60 Euro
Technology Sound system
Big screen
Optical readers
2.900 Euro
Food and Beverages 295 Euro
Printed material for Press Printing & Distribution 60 Euro
Fireworks 4.400 Euro
PRE-EVENT TIME MANAGEMENT
TASK
START
TIME
STOP
TIME
DETAILS PERSON
Inspect venue 15:00 16:00 Check out Event manager
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MEDIA
MANAGER
Press & Printed
Material
PR
MANAGER
Event
planning
-Guest
Service
MARKETING
MANAGER
Research
Advertising

4. Security arrival 15:00 16:00 Check for problems Event coordinator
Lighting & DJ
arrivals
16:00 16:20 Arrivals and load in
Truck drivers &
stage manager
Lighting & DJ install 16:30 17:20 Installations Technicians
Arrivals &
installations of
screen & fiber optic
17:20 17:40 Installations Event coordinator
Catering preparation 17:40 18:00 Arrival preparation Caterer
Florist & balloon
decoration
18:00 18:30
Balloons, flowers,
photographs
Event manager
Sound check 18:30 18:50 Final check Technicians
Waiters in position
to open doors
18:50 19:00
Waiters ready to open
doors for guests
Event
manager/waiters
PROMOTIONAL SUB-EVENT
Branch
Opening
Sub-Event Target market Purpose Total cost
PRE-
EVENT
Press Dinner Mass media
people (Banking
sector)
Generate
publicity
450 €
PERMITS FOR THE OPENING
LEGAL PERMIT SOURCE
PARKING TRANSPORTATION & PARKING DEPT.
PYROTECHNICS FIRE DEPT.
LICENCE SOURCE
ALCOHOL ALCOHOL BEVERAGE CONTROL BOARDS
FOOD HEALTH DEPT.
MUSIC HELLENIC SOCIETY OF COMPOSERS
EVENT SITE INSPECTION
Amenities
Ability to display banner in prominent location
Parking
Catering
Full service
Well designed plates
Capacity
Parking
Trucks
Storage
Buffet
DJ Booth
Size & number of restrooms
Equipment Adequate number of tables/chairs
Registration Sufficient well-trained personnel for check-in
Safety/Security
Full time security team
4 fire extinguishers
1 danger exit door
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5. Utilities
Electrical power capacity
Power distribution
Responsible person for operation of electrical apparatus
EVENT
HR DURING THE EVENT
HR INDIVIDUALS DESCRIPTION COST TOTAL
COST
CATERING 2 bartenders
4 waiters
1 truck driver
Prepare and serve the
food & beverages
Deliver the food for the
buffet
30
30
30
60
120
30
DECOR 1 man Floral preparation 30 30
ENTERTAINMENT 1 DJ
2 animators
1 pantomime
Play music
Animate guests
Serve as mascot
733
117
88
733
234
88
TRANSPORTATION 1 transfer man &
Pullman driver
1 person
Get people from the
airport to the hotel &
bring people in the
Branch
Parking vehicles
30
30
30
30
CLEANING 1 person Clean before and after
the event
30 30
TECHNOLOGY 2 people Install the equipment 30 60
SECURITY 2 people In charge of the safety
and surveillance
30 60
RECEPTION/MATERIAL
SUPPLY
3 people 1 for guests – 1 for the
Press
1 at the Entrance
GRATIS
Bank staff
0
CARD LAUNCHING 2 employees Presenting the new card GRATIS
Bank staff
0
1.505
The Bank has managed to find sponsors for the technical equipment ⇒ Pan Systems, the liquor and beverages ⇒
United Distillers and the buffet ⇒ Olympic catering.
TECHNICAL SPECIFICATIONS
TECHNICAL
EQUIPMENT
LIQUOR &
REFRESHMENTS
BUFFET
Sound system 4 waiters 2 bartenders
3 microphones 1 truck driver (delivery)
Dinner buffet for 200
guests
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6. 2 laser readers
Alcoholic drinks and
beverages for 200 guests
Delivery, serving and
clearing
1 big screen Coffee and tea service
Equipment and labor for
load in and installation
Lights
Stage manager
PRODUCTION
TASK
START
TIME
STOP
TIME
DETAILS PERSON
Open doors 19:00 19:15 Guests enter Event coordinator
Invocation 19:15 19:17
President of board
delivers invocation
Stage manager
DJ starts 19:17 19:20 Music starts Stage manager
Coffee & candies
served
19:20 19:30 Waiters serve guests Caterer
Arrival people 19:30 20:15 Arrivals Event coordinator
Arrival priest 20:15 20:20 Arrival Event coordinator
Welcome speeches 20:20 20:30 Silence, speeches Event manager
Priest blessing 20:30 21:00 Blessing Event manager
Entertainment 21:00 21:45 Animators, pantomime Stage manager
Food served from
buffet
21:00 21:45 Food served Caterer
Dancing 21:45 22:45 Dancing Stage manager
Fire works, balloons
drop
22:45 23:00 Finale of event Stage manager
Give gifts to guests 23:00 23:00 Gifts Event manager
Give printed
material to press
23:00 23:15 Printed material Event manager
EXTERNAL EVENT MARKETING
Branch
Opening
Sub-Event Target market Purpose Total cost
EVENT Launching of
new credit card
Personnel Introduce new
service ♦
Prospective card
owners
POST-EVENT
POST-PRODUCTION
TASK
START
TIME
STOP
TIME
DETAILS PERSON
Close bars 23:30 23:45 Stop serving Caterer
End of event 23:45 00:00 Light up full Event manager
Dismantle & load
out
00:00 00:30 All equipment removed Event coordinator
Pay people 00:30 00:45 Pay vendors Event manager
Re-inspect venue 00:45 01:00 Venue checked for Venue official
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7. damages
EXTERNAL EVENT MARKETING
Branch
Opening
Sub-Event Target market Purpose Total cost
POST
EVENT
Mail survey All people
invited
Reach those who
could not attend
♦
Mail survey will be conducted after the event. The PR department surveys the spectators and participants of the
opening after the event through mail survey. By waiting a few days after the Event in order to collect the data, you
determine the respondent’s knowledge, opinions and attitudes before and after the event. It is the phase that you
realize if the results you expected match reality. Information about the event will be posted on the Intranet (the
Bank’s network). The research will be conducted by a consulting company, which will provide the information to
the PR Department of the Bank before the planning phase and after the Event. In order to do that both parties need
to sign a consulting agreement.
AGREEMENT
This agreement is between Delta Bank (otherwise known as Event Manager) and Connective
Corporation (otherwise known as Consultant).
Consultant agrees to provide the following services:
1. 50 hours of research regarding the Branch opening at Chania
2. 10 hours of evaluation regarding the opening after the Event
Consultant will provide a total of 60 hours of consulting.
Event Manager agrees to provide:
A total fee in the amount of 2.000 €.
Terms:
The Event Manager agrees to provide a nonrefundable deposit in the amount of 2.000 €,
to officially retain the services of Consultant.
Cancellation:
In the event of cancellation, notice must be received in writing. Should Event Manager cancel 60 days or
more prior to event, Consultant shall be entitled to retain all funds paid as of this date. Should Event
Manager cancel less than 60 days prior to event, Consultant receives full payment as specified in the
agreement above.
Force Majeure:
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8. This agreement is automatically null and void if event is cancelled due to an act of God, including
hurricane, earthquake, flood, volcanic eruption, tornado, famine, or war. In this case, neither party shall
be liable for any further payments.
Insurance:
Both parties shall maintain in full force per occurrence comprehensive general liability insurance.
Hold Harmless and Indemnification:
Both parties agree that if either party is negligent, they will defend the nonnegligent party and hold them
harmless against future action.
Arbitration:
Both parties agree that if a dispute arises concerning this agreement, a professional arbitrator certified by
the Hellenic Arbitration Association will be used in place of normal litigation.
Reputation:
Both parties agree to use their best efforts to preserve and protect each other’s reputation during the
conduct of the event.
Time is of the Essence:
This agreement must be executed by 20 June 2003. After this date this agreement is considered null and
void and a new agreement must be created.
Assignment:
This agreement may not be assigned to others. The persons executing this agreement have the full
authority to sign this agreement on behalf of the organizations they represent.
The Full Agreement:
The agreement and any riders attached represent the full understanding between both parties. Any
amendments to this agreement must be approved in writing and separately attached to this agreement.
Execution:
The signatures below confirm complete understanding and compliance with the terms and conditions
described in this agreement.
Connective Corporation, Consultant Date
Delta Bank, Event Manager Date
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