Business Plan: Anti-bullying dance event Essay

Business concept Discussions initially took place within the team to find the best possible project we would enjoy planning and eventually to execute. After a number of meetings we decided on a dance event and need to identify how that could benefit the student community. We want to promote health, and upon further discussions we thought of the idea to link anti-bullying. Once we were decided on our event we decided the best place to start was with the Student Union and Student Services to identify what is currently done at the university to provide awareness/information to students and lecturers. Whilst there is a place for students to seek advice when they are being bullied none of us where initially aware of this resource, and this seemed the perfect opportunity to raise awareness to benefit the university community. Discussions with Anwar Azari (Support Services Advice and Representation Manager) and Yasmin Bastow (Vice President of Academic Support and Campaigns) took place who were both keen to assist us with the event. This also led us to Peter Lovatt (Psychologist, Dancer and Lecturer at the University of Hertfordshire) and Marcella Wright (Head of Equality) Objectives 1. Raise awareness of anti-bullying 2. To provide students the opportunity to learn about anti-bullying 3. Create awareness of the University of Hertfordshire’s zero tolerance of harassment and bullying 4. A dance event with different tutorials and a short presentation providing students and lecturers from the University to increase their knowledge on bullying, but do something fun whilst learning through linking dancing and anti-bullying. Market Research Approximately 70% of young people experience bulling (Cyber Mentors, 2011). According to Anti-bulling network (2011) bullying can occur at any time regardless of age. At the University of Hertfordshire there is a zero tolerance of harassment and bullying policy (University of Hertfordshire, 2011). Bullying UK (2011) identify that examples of bullying include name calling, damaging someone else’s possession with intent, spreading rumours, threats and intimidation. At least 20 children each year commit suicide because they are being bullied (Cyber Mentors, 2011). Primary research has been carried out to examine the demographics of students and lecturers at the University of Hertfordshire in terms of age and gender, their awareness of anti-bullying and if they would participate in our event and how much they would be capable of paying to join in. (See appendix 1 for the questionnaire and results of the research). Furthermore Dr Peter Lovatt; Psychologist, Dancer and Lecturer at the University of Hertfordshire, uses scientific research to investigate the relationship between dance and health, dance & self-esteem, dance & thinking, dance & hormones, dance & emotion recognition. He works with choreographers to create new dance works which have a psychological basis (Lovatt, 2011) In honour of International Anti-Bullying Day, two schools, David Lloyd George Elementary and Churchill’s Secondary came together to create a message about acceptance and challenge through a flashmob dance in January 2011 (MrDarrenj88, 2011) The customer groups we will be targeting are: 1. University of Hertfordshire students at Hatfield campus 2. University of Hertfordshire lecturers at Hatfield campus Risks we have identified: 1. Breakages to equipment loaned to us for the event such as the projector or sound equipment 2. Health and safety of students, lecturers and the event organisers leading up to the event and during the event 3. Weather impacting on people travelling to the event 4. No one showing up/limited interest from students and lecturers 5. Unavailable venue or equipment 6. Dance societies not being available to assist with our event Reward we have identified from the event: 1. Community awareness of bullying issues and the effects that it can have on other people 2. Creating an atmosphere for conducive learning Measure success of the event 1. Individuals from the University of Hertfordshire take part in our event 2. To ensure that they are not just taking part for ‘free’ we will also ask for feedback to assess their knowledge of bullying straight after the event. Promotion and advertising The key target market for this event is university community; students and lecturers. We plan to promote the event through a number of marketing vehicles which include: Within the university; TV screens in restaurants, notice boards, social media sites linked to the University, Universe newspaper, support from Yasmin and her team in the Student Union, support from Anwar and his team in Students Support Services, and work with the various Schools at the University to provide awareness of the event. Additionally to ensure we provide direct awareness and opportunity for students to ask questions about the event we will distribute flyers to promote the event two weeks prior to our event. Financial cost of anti-bulling dance event The cost for the event has remained zero following discussions and negotiations with the many people we have met with. A summary of the resources required for the event and how they have effectively been funded is specified below: Resource How fund ed 1. Dancers 1. Student Society and in-kind Zumba teacher 1. Audio equipment 1. Media Students 1. Projector 1. Student Union 1. Posters 1. Student Support Services 1. Printing 1. Student Support Services 1. Speakers about bullying 1. Head of Equality 1. Venue 1. Open space in the Forum 1. 1. 1. 1. ________________ References Anti-bulling network (2011) Information. Available from: http://www.antibullying.net/communitymoreinformation.htm [Accessed 1st November 2011] Bullying UK (2011) Anti-bullying Advice. Available from: http://www.bullying.co.uk/advice/anti-bullying-advice [Accessed 1st November 2011] Cyber Mentors (2011) How many people are affected by bullying? Available from: http://cybermentors.org.uk/index.php?option=com_content&task=view&id=19&Itemid=40 [Accessed 1st November 2011] MrDarrenj88, 2011. Anti-Bullying Flashmob January 2011. Available from: http://www.youtube.com/watch?v=MhYyAa0VnyY [Accessed 22nd October 2011] Lovatt, P. (2011) Psychologist & Dancer. Available from http://dancedrdance.com/default.aspx [Accessed 22nd October 2011] University of Hertfordshire (2011) Student Guide to A Safe and Secure Environment. University of Hertfordshire.