πŸš€ The Event Playbook: Proven strategies to level up your next event!

πŸš€ The Event Playbook:
Proven strategies to level up your next event!

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Event Brief Format Guide: Plan Your Event Like a Pro

With a meticulous event brief serving as your guide, you'll craft an unforgettable experience that your attendees will remember for years to come.

You’ve got a massive conference or blowout celebration on the horizon, and just thinking about that epic to-do list is probably giving you heart palpitations.

Hiring an all-star vendor team, locking in top speakers, and nailing all those logistics – it’s a lot to juggle!

But here’s the deal: if you want to pull off a flawless, stress-free event that has guests raving, creating a detailed event plan right from the start is an absolute must.

This crucial planning document will serve as your guiding light, illuminating the path as you bring that grand event vision roaring to life.

By capturing all the key info like goals, target audience, budget, and timelines in one central hub, your plan ensures your entire team stays laser-focused and marching in unison towards the same objectives.

It’s the glue that holds everyone together and prevents those critical event details from falling through the cracks.

We get it - putting in the work upfront to build a comprehensive plan isn't exactly the sexiest task.

But trust us, it’s honestly one of the most important investments you can make for your event’s success.

And the great news?

With the right mindset and approach, crafting an effective plan can actually be an enjoyable creative process.

Ready to knock your event planning out of the park?

Let’s dive in.

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One Event. Two Experiences.

Skillfully engage both your in-person and online attendees through our cutting-edge hybrid event production services.

Why Your Event Needs a Solid Plan (No, Really)

When you’re juggling a million event tasks, keeping track of all the little details can feel like just another tedious chore that keeps getting pushed down your priority list.

But hear us out β€” having a clear roadmap is completely non-negotiable if you want your event to be a total success.

Here are some of the biggest reasons an event plan isn’t just nice to have β€” it’s 100% critical:

It Gets Your Whole Team on the Same Page

Your event outline acts as the single source of truth to get everyone, from the decision-makers to the staff executing things behind the scenes, moving in unified formation.

Without that clear briefing to refer back to, it’s far too easy for team members to start going rogue in different directions.

You DO NOT want those miscommunication headaches!

It Streamlines Your Planning Process

Instead of constantly gathering scattered details, your comprehensive plan compiles everything about your event into one cohesive document.

This makes the entire process smoother and more organized, allowing your team to quickly connect the dots on how all the different moving parts fit together.

It Keeps Your Branding Consistently On Point

In-person events are prime opportunities to amplify and reinforce your brand β€” but only if you deliver a cohesive, consistent experience across every single touchpoint.

Having a plan that clearly defines the look, voice and vibe you want to create allows your unique brand personality to shine through from start to finish.

It Helps You Pivot Like a Pro

No matter how carefully you prepare, unexpected issues are pretty much inevitable when pulling together something this complex.

A solid plan gives you the flexibility to proactively spot potential problems early and build in smart backup strategies.

So when curveballs start coming your way (and they will), you’re able to quickly adapt while keeping everything on track.

It Keeps Your Eyes on the Prize

When you’re deep in the event planning weeds, it’s easy to lose sight of the core goals driving this whole operation.

Having those objectives clearly defined in your plan ensures every decision you make ladders up to achieving your unique definition of success.

We’ve seen the chaos and disappointment over and over when event planners try to just wing it without a solid game plan.

Trust us, it’s not a lesson you want to learn the hard way β€” creating a detailed event plan is Event Planning 101.

Get “The Event Success Playbook”

Our proven event planning playbook has step-by-step strategies to increase qualified leads 25%+, grow revenue, and boost engagement.

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Every Awesome Event Plan Needs These Key Ingredients

Now that you’re fully convinced how vital having an event plan truly is, let’s dig into exactly what yours needs to include.

We’ve fine-tuned this master blueprint of all the mission-critical elements:

1. Event Overview

  • Type of event and core themes
  • Dates, times, and total duration
  • Venue name and location
  • Expected number of attendees

2. Goals & Objectives

  • What are the key reasons you’re hosting this shindig?
  • Common examples: raising brand awareness, generating leads, providing education, fundraising, facilitating networking

3. Target Audience

  • Key demographic details (ages, locations, job titles, etc.)
  • Their core interests, pain points, and motivators
  • What specific selling points will get this group jazzed to attend?

4. Programming Rundown

  • Detailed schedule with sessions, activities, breaks, etc.
  • Keynote speakers and presentation topics
  • Entertainment and attendee engagement activations

5. Branding Roadmap

  • Color palette, typography, visual identity
  • On-site branding elements (signage, swag, etc.)
  • Overall aesthetic look and thematic through-line

6. Marketing & Promotion Plan

  • Communication channels and promo tactics
  • Key messaging and unique selling proposition
  • Registration goals and promotional timelines

7. Budget Breakdown

  • Line item expense projections
  • Funding sources (ticket sales, sponsorships, etc.)
  • Padded numbers for unexpected costs

8. Venue & Logistics

  • Venue layout, capacity, accessibility details
  • A/V and production requirements
  • Catering, transportation, parking plans
  • Load-in/out and set-up/strike timelines

9. Team & Partners

  • Names and contact info for all staff, vendors, volunteers
  • Who owns what areas and specific tasks
  • Communication protocols between teams

10. Risk Mitigation Strategy

  • Potential risks or challenges to plan for
  • Contingency plans for every scenario
  • Emergency procedures and safety measures

While the specific ingredients may vary slightly based on your event’s size and format, taking the time to thoroughly tackle each of these core areas provides the solid foundation you need.

With all these key details laid out, you’ll have everything required to kick your planning into high gear!


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How to Craft Your Epic Event Plan

Even with a clear template to follow, the prospect of actually mapping out every aspect of your event can feel pretty daunting when you’re staring at a blank page.

Not to worry – we’ve got a simple step-by-step process to help guide you in crafting a pro-level plan like a total boss.

Here’s our go-to method for building out a bulletproof event plan without wanting to start pulling out your hair:

1. Get Crystal Clear on Your “Why”

Before you dive into any of the nitty-gritty details, take a step back and really dig deep on the core purpose driving this whole event.

  • Why are you bringing this particular group of people together?
  • What goals and outcomes are you hoping to achieve?
  • What would make this entire endeavor a rousing success in your eyes?

Getting hyper-focused on your “Why” upfront is crucial, since it will ultimately inform and shape every other decision you make.

Once you’re rock-solid on those core objectives, you’ll have a clear north star to guide you as you fill out the rest of your plan.

2. Slip On Your Attendees’ Shoes

As you start mapping out all the details of your attendee experience, make a conscious effort to look at every single element through the lens of your guests.

  • What specific details and wow-factors would really wow and delight these people?
  • What truly memorable moments will create a standout experience for this unique crowd?

The more you can tap into the wants, needs, and mindsets of the people you’re planning for, the easier it will be to craft an event that blows their wildly exceeded expectations clear out of the water.

Dig deep into who your attendees really are and what makes them tick – it’ll pay huge dividends.

3. Map the Full Attendee Journey

From the very first email pinging their inbox to the follow-up communications after the event wraps, take a close look at all the stages and touchpoints your attendees will go through.

  • What kind of experience do you want them to have at each step along the way?
  • How do you want them to feel throughout their entire journey?

Be on the lookout for opportunities to elevate those ordinary touch points into something extraordinary.

It’s those delightful unexpected “wow” moments sprinkled throughout that take an event from just “nice” to a truly transcendent, buzz-worthy experience they’ll be raving about for years.

Roll out the red carpet from start to finish!

4. Buckle Down on the Key Logistics

With that high-level experience vision outlined, it’s time to start locking in all the key logistical details around execution.

Nail down the precise run-of-show timing, book your hit-list vendors, coordinate the moving parts around A/V, food and bev, transportation, and more.

Just be sure to loop in your core team and any stakeholders who need to sign off during this process.

That way you can proactively smoosh any gaps or hairy issues before they snowball into real problems.

5. Map Your Promotion Game Plan

Figure out your exact attack plan for drumming up hype and getting those registrations rolling in hot.

  • Which channels and promo tactics will be most effective for reaching your target attendees?
  • What killer messaging will really showcase the value and get people psyched to attend?

Outline your promotional calendar and set some concrete goals to measure if you’re on track.

6. Assemble Your A-Team

Let’s be real – pulling off an exceptional event takes a huge amount of talent and expertise across a wide range of disciplines.

As you’re building out the specifics, make sure you’ve got the perfect balance of all-star skills and experience powering your squad.

Do a pulse check on each team member’s unique background and strengths to divvy up ownership areas in a way that lets people shine.

If you identify any gaps, that’s your cue to call in some additional hired muscle to round out the crew.

7. Pressure Test for Flaws

With those first drafts out of the way, it’s time to put your event plan through the wringer to sniff out any potential weaknesses or issues you may have missed.

Walk through each section with a critical eye, constantly asking yourself:

  • “What could possibly go wrong here?”
  • “What if X, Y, or Z happened?”

Then you can start proactively mapping out clever workarounds and back-up plans, so you’re ready to adapt quickly if any curveballs get thrown your way.

An ounce of prevention is worth a pound of cure when it comes to event planning hiccups!

8. Rinse and Refine

Remember, your plan isn’t just a static deliverable that gets created once then gathers dust.

It’s a living, breathing document that should constantly evolve as you firm up more details and new variables emerge.

Keep circling back to gather feedback from your team and partners, and be willing to pivot your approach if you stumble across an even smarter way of handling things.

Awesome events require constant iteration and refinement!

The key thing to remember is that building out a pro-level plan doesn’t have to be a panic-inducing marathon.

By taking it step-by-step and simply focusing on one piece of the puzzle at a time, you can make this critical task way more manageable (maybe even kinda fun!).

Whenever you feel that overwhelm trying to creep back in, revisit your “Why” and use that as your guiding light.

Before you know it, you’ll have a game plan that sets you up to absolutely crush your event.

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Your Ultimate Planning Template

To give you a running start on crafting your own killer event plan, here’s the go-to template outline that we recommend.

Feel free to run with this and make it your own!

[Event Name] Plan

Event Snapshot

☐ Format:
☐ Date(s):
☐ Time(s):
☐ Venue:
☐ Expected Attendance:


☐ Goal 1:
☐ Goal 2:
☐ Goal 3:
☐ Goal 4:
☐ Goal 5:

Target Audience

☐ Demographic Profile:
☐ Psychographic Profile:
☐ Key Motivators:

Run of Show

☐ [Time] – [Session/Activity Description]

Creative Direction

☐ Visual Branding:
☐ On-Site Branding:
☐ Thematic Elements:

Promotion Roadmap

☐ Channels:
☐ Messaging:
☐ Timeline:
☐ Registration Targets:


☐ Venue Specs:
☐ A/V & Production:
☐ F&B:
☐ Transportation:
☐ Setup & Strike Schedule:


☐ [Category] – [Forecasted Spend]

Team & Partners

☐ [Name] – [Role]

Contingency Plans

☐ [Risk] – [Mitigation Strategy]

With this template giving you a solid foundation to build upon, you’re already well on your way to bringing those epic visions roaring to life!

Now it’s just a matter of rolling up your sleeves and filling in all those blanks.

Pull Off the Unbelievable with We & Goliath

You’ve put in the hard work – poring over every last detail, aligning your internal teams, executing a killer promotion plan to drive registrations.

Your comprehensive event plan is practically overflowing with all the mission-critical information and insights to bring your wildest visions roaring to life.

But let’s be real: even with that rock-solid roadmap in place, pulling off a truly show-stopping, talk-of-the-industry event experience is no easy feat.

It takes a level of production prowess, creative firepower, and undying passion that few in-house event teams simply have access to.

That’s where partnering with the right agency can be an absolute game-changer.

With over two decades of battle-tested experience and a rockstar team of seasoned experts, We & Goliath has cemented itself as the premier event agency for such powerhouse clients as GitLab, the United Nations, AFL-CIO, and more.

We’re talking Fortune 500 companies, major associations, even foreign governments – all turning to We & Goliath to bring their biggest events roaring to life in ways that leave attendees in awe.

So if you’re looking for a safe, cookie-cutter event that checks some boxes but fails to really move people, We & Goliath probably isn’t the right fit.

There are plenty of vendors out there who can give you exactly that.

But if you’re ready to go big and blow your audience away with an immersive, game-changing experience that disrupts their expectations and exceeds even their wildest dreams?

Then join the growing roster of industry titans who trust We & Goliath to consistently raise the bar and set a new standard for world-class events.

Give us a shout and let’s get started on making your event visions an unforgettable reality!

We & Goliath

We & Goliath is an award-winning, top 100 worldwide event agency known for increasing conference attendance by 7X and profits by 3X through beautifully designed virtual, hybrid, and in-person events. Since 1999, their team of innovative strategists and creative designers has worked with global enterprises, SMBs, non-profits, and other organizations to engage audiences and exceed expectations.

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