United States International University-Africa
Marketing & Communications
EventBriefTemplate
Thepurposeofthiseventbriefistoidentify thetasksneeded toproduceasuccessfulevent.Thereare a fewassumptionsthatshould beclarified here.Whethertheeventisa tradeshow, a pressevent,or internalcompanyevent,youcan plan foroutcomesandmeasurethesuccessof the eventbased onyourbusinessgoals.
Anotherassumption isthateventshavetheabilityto driveparticipation likefewothermarketingcommunicationsor publicrelationsvehicles.Despitethe growinguseofonlinecommunity building,producing yourown eventsor planning toparticipateinothereventsgivesyoufacetimewith thepeoplewhoareimportanttoyourbusiness –from employeestoprospectsto customers,investors,andcommunityleaders,newsmediaandelectedofficials.
Finally,anotherassumption isthatcorporateeventsoughttofocuson celebratingthoseyou inviteratherthan yourown interests.Inthis,however,isthesecret.Wecallit“enlightenedself-interest,”in thatyourinterestswillbewellserved by liftingupthose around you.Thisis,ofcourse,astrategyratherthan a tactic butthepointisthatsuccessfuleventsas a tacticrequirethoughtfulplanning toengagethoseyouinvite.
When you build youreventsaround thoseyou invite,theyhaveabuiltin reason toattend.Examplesincludethanking customersfortheirbusiness,featuring a partneror customeras asubjectmatterexpert,celebrating someone’ssuccess,andotherreasons.
Therearethreepartstothiseventtemplate –
1.TheEventBrief
2.TheEventPlan
3.Agenda
[NameofEvent]EventBrief
EventTitle / [Thistemplatecanbeusedasaguidetotrack allof thenecessary aspectsof aneffectiveevent.]Purpose / [From celebratingwithanewclienttorecognizingsalesleaderstodrivingnewbusinessdevelopmentatatradeshow, theeventcanserveseveraldistinctpurposes.Insomecases,theremaybeoneprimaryandseveralsecondary reasons for theevent.]
Goals / [Goals arespecifictoachievingasuccessfulevent. If oneofthepurposesistodrivesales at atrade show, thanagoalwouldbetosecureaminimumnumber ofmeetings or appointmentswithkey prospects. Itisrecommendedtohave2-3specificgoals–it’senoughtomaketheeventworththeinvestmentbutnotsomany that youlosefocusandfailtoachievethem.]
Date / [Date]
Time / [Time]
Place/Venue / [Thisisanimportantdecision.Sometimesthevenueisoverlooked.Theenvironmenthasthejobofsettingthestageforaccomplishingyourgoals.Asmuchas possiblesetthetableproperly andpeoplewillnot only showup, they’llenjoy themselves.]
[Company]Role / [Areyouhosting,emcee’ing,visiting,or speaking?Defineyourcompany’sroleandplanaccordingly.]
InviteList/Attendees / [Listthecategories ofinvitees,e.g.,customers,boardmembers,employees,etc. A specificattendeelistcanbeattachedtothisdocument.]
Agenda / [A recapoftheagendainshort form cangohere– mostly toidentify theeventparticipants.Asaruleofthumb,presseventsandotherannouncement-basedevents oughttohavenomorethan4speakersandlastnomorethan30minutes.Theprotocolforthesekindofeventshas abroadrangeandshouldbecoordinatedwithyour PRdepartment.
LogisticsStatus / [Trackthestatusofitems suchas securingthefacility,catering,giveaways, andmarketingmaterials.]
SpeakerStatus / [Relatedtoyouragenda,track theconfirmationsofyourspeakershere.]
Photography/VideoStatus / [If youplantophotographor recordyourevent,hereis whereyoutrackthestatusofsecuringthoseresources.Besuretodevelopashotlist for yourphotographer –from posedpictures of your VIPattendeestospecific shotsrelativetotheevent. Forphotosandforpotentialvideo,considerusingtheresults infuturemarketinginitiatives or pressreleases.]
MediaCoverage/Status / Listthemediaoutletsyouwant toreachregardingyourevent.Dependingupontheevent,youmay want toincludeprint,broadcast,online,andtrademediatogarnermoreattentionfor yourcompany andyourstakeholders.]
Key talkingpoints / [For yourspeakers,considerdevelopingaformalscriptand/ortalkingpointstoensuretheeventdeliversonthekey messagesimportanttoyoursuccess. Thisalsoallowseachspeaker tofocus onuniquepoints.This willemphasizethateachparticipant’sroleis uniquely necessarytodeliver onasuccessfulevent.]
[NameofEvent]EventPlan
Action Item / Due Date / Owner[NameofEvent]Agenda
Theme
[Themeorfocusofevent]
MeetingAgenda
Welcome...... [name]...... xx min
Introduction...... [name]...... xx min
Subcategory
Subcategory
[Topic]...... [name]...... xx min
Subcategory
Keynoteremarks...... [keynotespeaker]
[Topic][name]...... xxmin
Subcategory
Keynoteremarks...... [keynotespeaker]
[Topic][name]...... xxmin
Subcategory
Closing Remarks/ Adjournment...... [name]...... xx min
Totaltime(minutes)...... xxminutes