Lauren Ianuzi Event Planning Project 11/27/06 Intro to PR

1. Lauren Ianuzi Event Planning Project 11/27/06 Intro to PR

2. Event Goals • 1) Expose the audience to Macy’s new clothing merchandise and get them excited about shopping at Macy’s in the future by providing them with a full on entertainment experience and social event. • 2) To educate our credit customers about our charities from representatives themselves and also give them the opportunity to give back to one of our most valued charities, The American Heart Association.

3. Event Objectives • 1) OUTPUT- To put on a charity fashion show to provide entertainment for our most valued customers, exposing them to our new Summer ’07 clothing before anyone else, while also providing the opportunity to contribute to the American Heart Association. • 2) IMPACT (behavioral)- Convince the audience as to how involved Macy’s is with various charities and hopefully get customers to donate to them in the future. • 3) IMPACT (informational)- Inform our customers about our new lines of clothing coming out for Summer ’07 before the public sees them and to also inform them about one of our most valued charities, The American Heart Association and how you can help.

4. Strategies • 1) Special Event • How? • Inviting our credit card customers to join us for a fashion show in New York City • There will be celebrity models • Also food stations with delicious hors d’oeuvres will be provided in the including registration cost. • Why? – • By providing a day of fashion entertainment for our valued credit card customers it allows for us to interact with them outside of our stores

5. Event Audience Invited • Credit card customers in good standing • 60-70% women to 30-40% men • Designers for brands sold in Macy’s and will have clothes in show Michael Kors, Tommy Hilfiger, Ralph Lauren, Calvin Klein, Kimora Lee, BCBG, DKNY, Guess & J.LO • Models in the actual show & their agents • Media ABC, NBC, Reuters.com, People Magazine, local NYC radio stations, MTV News

6. Checklist • Come up with 5 possible event dates • Come up with 3 possible venues for the event with at least a 400 person capacity • Call to confirm with Hilton Garden Inn for banquet room on 3/23/07 • Contact stationary company to design invitations • Go to monogramming company about having Macy’s logo and AHA’s logo put on cocktail napkins • Contact American Heart Association about having a representative speak at event • Contact modeling agency out of NYC • Contact and book DJ • Go to Hilton Garden Inn to go over temporary floor plan • Book hotel rooms for out of town guests • Design raffle baskets, gift bags and center pieces for tables • Select food and beverage choices with hotel caterers • Have models come in for clothing fitting • Tally up final RSVP & confirm w/ hotel

7. Checklist • Send out press releases to any and every media in NYC and surrounding cities 2 weeks before show • Do several run through entire fashion show, including speakers and raffles • Run through procedures with wait staff, parking lot attendents & volunteers • Give hotel a 2nd confirmed RSVP list to make sure there is the correct amount of tables, chairs, food, etc. • Set up sign in/registration table, decorations, signs w/ Macy’s & AHA’s logos • Go over any last minute details with staff and employees • Guests start arriving at 6pm Friday, March 23rd 2007, show starts at 7pm

8. Budget • Hours- 83 hours estimated x $100.00= $8,300.00 • Out of Pocket Expenses- • Hotel- $3,500 (just to rent room) • DJ- $2000.00 • (D.J. Foosh, c/o Elegant Records • 646-327-0202; foosh.com) Specializes in fashion shows for NYC, Milan and Paris • Invitations- $600.00 • Monogramming-$250.00 • Gift Bags-$1,000.00 • Modeling Agency-$10,000.00 • Total Out of Pocket Expenses- $17,350.00