Step-by-step Event Marketing Template

LESLIE A. MURPHY, FASAE, CAE I lmurphy@raybourn.com

3502 Woodview Trace, Ste. 300, Indianapolis, IN 46268

800.362.2546 I Fax: 317.280.8527 I www.raybourn.com

How to Use This Template

A successful event doesn’t just happen by luck. It requires well-planned marketing that effectively reaches the right audiences with the right messages at the right times.

This easy-to-use template will help an event marketing professional at any level conduct a successful marketing plan from start to finish.

This template is designed to serve as a tool to get your event marketing strategy off to the right start. This plan covers everything from big-picture objectives to specific goals and due dates. Simply fill in the highlighted text and use the examples below as a starting point for launching your event’s marketing plan.

(Insert Your Association Event Logo Here)

Association Event Name Marketing Plan- Date

1. Event Objectives

Use this area to describe the purpose of the event and why attendees would come. These should be pulled from your organization’s strategic plan. Consider objectives like:

· Help professionals in (XYZ industry) operate more efficiently.

· Educate professionals in (XYZ industry) about issues and challenges facing their industry.

· Provide networking opportunities for (XYZ industry) professionals and vendors.

2. Event Marketing Goals

Your goals should be as specific as possible in defining what success looks like for this event. These should be pulled from your organization’s strategic plan. Consider goals like:

· Increase the number of attendees from the previous year’s event by ##%. (Total

Attendees = ##).

· Increase the number of booths sold in the trade show/exhibit hall to ##.

· Meet revenue goals of $XX,XXX in attendee registration fees.

3. Target Audiences

Define the audiences you will be communicating with. Be as specific as possible about who they are. Consider:

· Current members of the association.

· Prospective members of the association.

· Past attendees who are no longer involved in the association.

· Vendor members providing services to (XYZ industry) professionals

· Prospective vendor members who provide service to (XYZ industry) professionals.

4. Messaging

Your event should have concise, compelling messages that tell your audiences exactly why they should attend your event. You will want to repeat these throughout all communications about your event. Examples:

· (XYZ Conference) provides (XYZ industry professionals) with industry-leading education

that will help your company boost revenue and cut unnecessary expenses.

· (XYZ Tradeshow) offers your company the opportunity to connect with some of the most

influential leaders in the industry, all in one place.

*Note: Each of your communications should include a clear call to action to encourage your audiences to take a specific action as a result of this communication. Plan for these calls-to-action with your audiences and messaging in mind.

5. Available Platforms

List all available ways your event will reach target audiences. Your list may be long or short depending on the event, its purpose, and your marketing resources. Examples of platforms include:

· Association Website

· Event Website

· Print mailers

· Email marketing

· Facebook

· Twitter

· LinkedIn

· Google+

· Instagram

· YouTube/Video

· Podcasts

· Social Media Advertising

· Search Engines- Organic Search

· Search Engine- Paid Advertising

· Attendee/presenter word-of-mouth marketing and incentives

· Other industry events that offer advertising opportunities

· Related industry organizations that offer advertising opportunities

· Industry or association newsletters/magazines

6. Key Dates

List key dates for the event so you can begin planning your marketing to support these dates. Examples include:

· (DATE): Online registration opens

· (DATE): Event Programming Determined

· (DATE): Early Bird registration discounts end

· (DATE): Advance registration closes

· (DATE): Event Date

7. Strategies and Tactics

Now that you have the framework of your event solidified, it’s time to set specific strategies and tactics to help you achieve your goals. Examples:

A. Strategy #1: Develop a brand identity for the event.

· Tactic 1: Design logo for event.

· Tactic 2: Develop brand identity standards.

· Tactic 3: Develop event website based on visual identity.

B. Strategy #2: Create targeted e-mail campaigns based on different audiences who will attend the event.

· Tactic 1: Develop e-mail template.

· Tactic 2: Create/review distribution lists for each audience.

· Tactic 3: Develop e-mail distribution schedule.

C. Strategy #3: Create buzz on social media to engage potential attendees.

· Tactic 1: Create, utilize and monitor unique conference hashtag.

· Tactic 2: Run Twitter contest with potential reduction in registration costs as a prize.

· Tactic 3: Regularly post event information on social media to keep the event top-of-mind.

D. Strategy #4: Promote key sponsors and exhibitors to recognize them for their contributions.

· Tactic 1: Send specific emails with information about these sponsors and exhibitors to attendees.

· Tactic 2: Ensure prominent placement of sponsor and exhibitor logos on conference website.

· Tactic 3: Develop on-site signage to prominently display sponsors and exhibitors.

· Tactic 4: Take photos of signage and send to sponsors and exhibitors after the event to demonstrate how they were recognized and thank them for their support.

8. Proposed Budget

Outline the budget required for the strategies and tactics above. Examples:

Tactic

Budget

A.1. Design logo for event.

$XXX for design

B.1: E-mail template development/design

$XXX for design

C.2: Run Twitter contest with potential reduction in registration costs as a prize

$XXX (to cover cost of discounts)

D.3: Develop on-site signage to prominently display sponsors and exhibitors.

$XXX for design

$XXX for printing

9. Timeline Creation

Once you have all of the above information solidified, it’s critical to create a timeline to show how the plan will come together. Consider the following format:

Date

Strategy

Tactic

Message

Audience

Assigned to:

Complete?

Sample dates to include:

· Save the Date postcard mailed

· Conference website launches

· Email blast dates

· Social media post dates

· Review current registrations and report on progress, adjust plan if needed

· Registration brochure print mailer created/distributed

· Post-event communications sent

· Post-event evaluation and review

10. Monitoring and Reporting

Evaluate the success of your plan and determine how to make adjustments in the future. Consider the following metrics for evaluation:

· % increase in attendance

· Number of booths sold

· % increase in attendee company representation

· Page views to the conference website

· Social media engagement

· Post-conference survey attendee feedback

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