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

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

Event planning how to.

Master Event Planning: How to Make Your Event Stand Out

Craft memorable events that wow attendees by clearly defining your goals, deeply understanding your audience, meticulously planning every detail, creatively promoting across channels, verifying flawless execution, and continuing to engage your community long after.

Have you ever organized an event that flopped?

Maybe no one showed up or things fell apart at the last minute. If so, you’re not alone. Event planning is tough.

But with the right guide, you can make your next event a smashing success.

We’ve helped hundreds of organizations plan and execute winning events of all types and sizes.

And today we'll walk you through the key steps of planning a memorable event that wows attendees.

Planning events doesn’t have to be painful.

With some smart strategies, you can create buzzworthy events that exceed your wildest expectations and have attendees raving for years.

So let’s get started on making your next event the hot ticket in town!

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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.

The Keys to Planning a Memorable Event

You’ve decided to plan an event, but you likely have endless questions swirling in your head.

Where do I start? How much does it actually cost? What about the zillion little details that go into making a function run flawlessly?

Is hiring an event planner even feasible in my budget?

Relax. With some strategic insight and these fundamental keys firmly in place, you’ll be well on your way to event planning nirvana:

  1. Set clear goals. Outline exactly what you want to achieve from the very start. If your vision isn’t crystal clear, how will you know when you’ve achieved success? Define what a win looks like for you both quantitatively (such as a fundraising target) and qualitatively (like attendee satisfaction).
  2. Create a thorough, achievable budget. Your budget impacts nearly all decisions on entertainment, catering, venue and every expenditure along the way. Research options thoroughly, account for contingencies, and avoid getting locked into agreements you cannot sustain.
  3. Promote in synchronized waves. Awareness doesn’t happen in a vacuum. You need a ripple effect through targeted promotion on multiple channels over time to drive registrations, with messaging tailored to intrigue your audience.
  4. Meticulously track details. Using project management tools or good ole’ spreadsheets, input all your unending to-do’s, deadlines, vendor contacts and roles and responsibilities. Details fall through the cracks when you improvise an event game plan.
  5. Build an exceptional team. Surround yourself or work with pros who infuse passion, positivity and possibility-thinking into conquering obstacles while also embracing smooth sailing scenarios.
  6. Deliver wow factor magic. At the event itself, surprise and delight around every corner. From unique entertainment and decor touches to a genuine brand experience, craft an event that attendees excitedly chat about for weeks after.
  7. Execute with flexibility. Despite extensive preparation, things can and will veer off-plan. Adapt seamlessly by listening and adjusting while remaining committed to your event purpose.

With these pillars firmly cemented into your planning approach, let’s break it down step-by-step.

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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Developing a Vision: Define Your Event Goals and Purpose

Not all events are created equal because not all event goals are identical.

Defining your vision includes understanding your priorities, knowing your target audience intensely, and crafting messages that align with their interests or needs.

This section covers how to clarify your event mission.

Figure Out What You Want to Achieve

You may have an initial concept in mind based on past events or other influences.
But until you crystallize what fulfillment looks like for you, you cannot convey a compelling vision to excite others into participating or sponsoring.

Some key facets to explore:

  • Identify your priorities upfront. Rank what matters most to you such as fundraising totals, attendee numbers, media impressions, net profitability targets, brand awareness lift, lead generation or other metrics vital to you. These become your North Stars guiding all planning decisions.
  • Specify event focus and positioning. Are you educating, motivating, entertaining, activating community, fostering connections, driving sales? Your positioning sets parameters for content development, outreach campaigns, and more.
  • Set S.M.A.R.T. goals. Quantify what success looks like in every priority area using goals that are Specific, Measurable, Achievable, Relevant and Time-bound. Something like “generate $40,000 net profit and 200 new donor prospects” keeps your efforts aligned.
  • Nail down non-negotiables. Apart from your top-level goals, certain elements may be must-haves for you. For example, having an inspiring keynote speaker might be fixed while final attendance count may fluctuate.

With clarity around your vision and firm success metrics fueling it, you can pursue event strategies and tactical elements designed to bring that purposeful future into reality.

So before jetting forward, lock this down.

Know Your Audience

Understanding attendee psychographics, demographics, interests and values enables you to develop targeted messaging and program content finely tuned to hit the right notes.

Skipping this audience alignment risks developing an event without committed participation essential for success.

Some tips on event audience insight gathering:

  • Research target demographics. Traditionally this meant basic attributes like gender, age range, income, location and so forth. But today’s data reveals lifestyle priorities, purchase behavior and media/channel usage now accessible through tools like Google Analytics.
  • Understand their interests and values. Survey past or prospective attendees to map out exactly what intrigues them and what messaging triggers positive emotions or intent to act. Gauge their level of eco-consciousness for example, or philanthropic spirit to help guide programming that resonates.
  • Determine their desired takeaways. An incentive for participating often centers on what attendees hope to get out of it, from learning or networking to entertainment and social opportunities. Quantify these through polling.
  • Assess event perceptions. You may assume everyone adores your annual fundraiser gala because attendance keeps growing. But candid feedback may reveal declining satisfaction or specific areas for improvement you would otherwise miss.

With audience insights meticulously gathered and analyzed, you can fine-tune event plans to delight your guests and fulfill their desires for participation.

Craft Your Key Messages

When promoting any event, the language, sentiment and imagery you deploy sets expectations while spurring action.
Spend time developing messaging tied directly to your event purpose and audience aspirations unlocked above.
Some elements to integrate into your messaging blueprint:

  • Lead with what resonates. which could be escapes or exclusive VIP access, connecting with community, or indulging in decadence. Speak to their predominant emotional and practical drivers.
  • Reinforce shared values. Especially for association or non-profit events, underscore your organization’s raison d’être and how it aligns with attendee principles.
  • Spark curiosity. Pose interesting questions, highlight fascinating speakers, tout celebrity appearances and generally create intrigue without giving away all your content.
  • Flaunt your uniqueness. Showcase one-of-a-kind components visitors won’t find at just any industry event or local 5K race. Blast your differentiators.
  • Emphasize the experience. For consumer focused events, emphasize not just amenities but the feeling and fun to expect in messaging and imagery. Highlight photo-worthy moments sure to flood social media feeds.
  • Refine via testing. Try multiple message variations across different channels to determine what incentivizes your audience to take action whether it’s registering, donating or sharing event details with peers.

When your messaging strategy strikes the right chords, you amplify reach as participants essentially deliver promotion for you via word-of-mouth advocacy.

So take the time to get your language and sentiment right.

Want insights for producing hybrid events that matter? Our experts provide custom guidance tailored to your vision.

With our insider tips & industry know-how, we’ll uncover ways to create an unforgettable experience that aligns with your budget.

Building Your Event Blueprint

With your vision defined and audience insights clarified, blueprints become the natural next step on event build.

Think through critical planning facets like budgeting, venue selection and vendor coordination early to set your event’s foundation.

Create a Realistic Budget

Every event decision ties back to available capital.

So step one entails detailing both income and expense projections to steer choices that align with financial realities.

Some best practices on the money management side:

  • Research all potential costs thoroughly. Leave no stone unturned across things like permits, insurance, venue, F&B, rentals, entertainment, staffing, security, A/V, decor and infinite others. historical data gives you an accurate starting point.
  • Build in reasonable contingencies. Inevitably, unexpected costs pop up so assume 10-20% more across multiple budget lines to cover surprise expenditures that emerge.
  • Model multiple options. Perhaps you dream of hosting 1,000 people poolside at a luxury resort. But the budget may only support a more modest venue. Quantify the incremental impact of scaling plans up or down.
  • Revisit income drivers honestly. If fundraising depends heavily on corporate sponsorships, vet targets to confirm their probability of signing on at needed amounts before banking on wishful thinking.
  • Monitor early signals. Initial response levels to early promotions or sponsor pitches indicate whether assumptions pan out or require adjustments. Adapt quickly but without knee jerk overcorrections.

With a built-in buffer and achievable figures driving planning, create alignment on resources available and cost implications of decisions throughout event development.

Pick the Perfect Venue

Function spaces establish so much about the event experience, from seating capacity and layouts to restrictions, amenities and accessibility.
Location also impacts attendance and logistics costs so optimize this pillar with wisdom.Ideas on securing the ideal venue:

  • Ensure capacity fits plans. Accurately projecting registration levels prevents cramped quarters or cavernous empty ballrooms. Also assess room configurations to enable desired group interactions whether classroom-style or reception mingling.
  • Vet all amenities upfront. Dig into not just square footage but built-in features like staging, lighting, AV, catering capabilities and storage that minimize rental needs down the road. Have crystal clarity on what’s included.
  • Thoroughly inspect potential sites. Kick the tires through in-person tours before committing, checking sight lines, acoustics, backstage areas, decorative state and other elements noticeable only on location.
  • Clarify all restrictions. Home in on policies around outside food/beverage, noise, load-in procedures, insurance rules and other fine print that govern what you can actually do in the space.
  • Evaluate accessibility. Consider convenience factors for both locals and out-of-town visitors via proximity to hotels, airports and parking availability. Make things easy on your guests.

Choose thoughtfully here as your venue sets the stage for everything layered on top.

Vet options against preliminary plans and budget before locking in space.

Construct an Event Timeline

Meticulous planning prevents poor performance, especially for more complex events.

That's why constructing a detailed timeline across multiple planning phases helps you orchestrate effectively.

Some tips on building effective event timelines:

  • Map out milestones backward from event date. Plot fixed points like invitation mailing date, final headcounts, site load-in, technical rehearsals and other immutable activities before filling in tasks leading up to them.
  • Schedule critical path tasks smartly. Identify interdependent actions that would stall progress if delayed like securing certain permits or booking travel for a headline entertainer. Build in appropriate lead time and predecessor task alignment.
  • Factor in review and approval cycles. If key decisions require client input or board approvals, ensure adequate windows for feedback are built into your chronology so these gates don’t induce unworkable delays.
  • Assign owner accountability. Clarify not just what must happen when but who will make each task or deliverable happen to instill responsibility.
  • Allow time for the unexpected. When creating schedules, assume everything will take longer than initially estimated, because it often does. Having white space to handle surprises or setbacks reduces stress when the unforeseen strikes.

Revisit timelines actively as the event comes together, tracking progress and adjusting course as needed if delays pop up.

Use tools providing visibility to all team members for maximum coordination.

Assemble Your Dream Team

They say it takes a village to raise a child.

Well, the same applies to orchestrating events.
You need an army of pros across countless specialties handling everything from food to fiber optic internet.Build in lead time to gather bids and lock in availability.

Some guidelines on recruiting your event A-team:

  • Prioritize chemical compatibility. Sure, having 6 caterers all offer competitive pricing seems ideal until you experience the behind-the-scenes drama materializing. Find partners who mesh cooperatively.
  • Vet vendors thoroughly upfront. Request references and read reviews to verify service reliability beyond assuming based on polished websites or initial Sales calls. Dig deeper through client conversations.
  • Clarify roles early. Avoid confusion by explicitly documenting responsibilities between interdependent suppliers like determining whether event rentals or florists handle table and linen procurement.
  • Book early, especially for peak dates. Whether securing A/V techs or event lighting crews, specialists get snatched up quickly for popular event days. Have relationships and backup options in place.

Pulling together the right set of pros makes all the difference in seamless event orchestration.

And having essential suppliers confirmed early provides immense peace of mind as the big day draws near.

Easy starting packages • Advanced options • Proven results

Spreading the Word: Event Promotion Essentials

You’ve set your event purpose, made attendee insights actionable through relevant programming, constructed timelines and budgets while rallying an expert vendor army into formation.

Now it’s go time on marketing your gathering to the masses using tailored messaging refined earlier.

Let’s explore promotional essentials.

Develop a Marketing Strategy

With countless channels now accessible for event amplification, coordination takes thoughtful precision across touchpoints and customer journeys.

Map tactics to targets over time for best ROI.

Some elements to build into your high level plan:

  • Leverage various channels. Employ email marketing, social media, SMS and remarketing ads, direct mail, radio and community partnerships determined by your audience sweet spots for maximum impact.
  • Introduce via “save the date” notices. Early warnings pique interest, allow time for travel planning and collect opt-ins for further nurturing. Share highlights but leave some mystery.
  • Build early promotion momentum. Offer tiered discounts on super early bird registrations or announce special guest appearances to incent action shortly after announcements.
  • Create excitement and urgency. Share video teasers on entertainment acts or panelist reveals using countdown posts and limited time calls to action to spark sign-ups.
  • Reinforce consistently. Establish an always-on presence with regular event content shares across media platforms, community calendars and influencer seeding.
  • Remarket past attendees. Upload CRM contact lists for targeted promotional ads keeping your brand top of mind among proven event devotees.

With channel clarity, amplification should crescendo until event time for maximal turnout, so plot strategies thoughtfully.

Utilize Grassroots Tactics

Apart from broad reach advertising, spark awareness through tried and true local level activations.
These community-focused forums also foster deeper attendee engagement beyond mere event transactions.Some ways to spur grassroots groundswell:

  • Encourage word-of-mouth buzz. Equip your fans, partners and teams with shareable event posters, sample social posts and email templates to spread via their personal networks.
  • Cultivate media relationships. Pursue earned media exposure by pitching editors on unique event happenings and providing complimentary access to journalists and influencers.
  • Sponsor peripheral events. Explore tie-ins encompassing pre and post parties at local venues, branded bar takeovers or hotel welcome receptions for extended exposure.
  • Provide shareable content. Whet appetites by releasing speaker bios, session sneak peeks, venue fly throughs, charity partner spotlights and other informative or awe-inspiring updates kept top of mind through sharing.
  • Mobilize street teams. Appoint brand devotees as street team captains to orchestrate strategies like poster runs, guerilla chalking, campus tent events and other on-the-ground installations.

When fans assume advocacy roles through peer sharing, this organic amplification pushes your event directly into targeted social spheres prompting sign-ups.

Activate your community accordingly!

Follow Up Relentlessly

Driving registrations entails playing the long game through perpetual nurturing beyond initial invites or promotional posts.

Pursue high-touch personalization to convert interest into commitments.

Some ways to continually engage your pipeline:

  • Segment contacts appropriately. Group prospects by past event attendance, website visitors vs. cold calls, social followers, email non-responders, and other filters to deploy messages matched to their status.
  • Share new speaker or content announcements. As you unveil more of what makes this event uniquely exciting, push updates to segmented lists prompting re-evaluation from those wavering.
  • Sprinkle surprise incentives. Keep the element of unpredictability and scarcity alive by offering flash sales, random upgrades, or exclusive swag to incent undecided prospects still on the fence about committing.
  • Automate email drips. Load segmented contacts into systems sending scheduled messaging touching on registration reminders, new additions to the agenda or reasons to get involved tailored to their buyer stage.
  • Use email, social media and more. Hit across a mix of platforms since people often silo personal versus professional networks differently. Reach them everywhere through coordinated omnichannel sequences designed for cut through.
  • Provide payment plan options. Offering installments for ticket purchases accommodates budget-conscious buyers able to absorb smaller increments despite higher full prices driving incremental sign-ups.

As the big day nears, communications become increasingly urgent to push stragglers across the finish line into confirmed headcounts.

Pull out all the stops creatively here to hit attendance goals.

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Managing Event Logistics Like a Pro

Without buttoned-up planning execution, events easily veer sideways regardless of vision or promotion efficacy.
Savvy logistic management separates smoothly run productions from overwhelmed fires putting out preventable snafus.Some ways to lock down operational details:

  • Secure necessary permits, licenses, insurance. From liquor licenses to fire permits, plan around extended application timelines that government processes often entail factoring final approvals into site advance visits.
  • Refine venue logistics. Finalizing load-in, parking plans, vendor staging areas, bridal/green rooms, accessible accommodations, emergency plans and detailed floorplans enables smooth site execution.
  • Have Plan A and Plan B contingency plans ready. Outline back up directions for potential scenarios like speaker travel delays, tech failures, food shortage or inclement weather forcing creative adaptations. Hope for the best, prepare for worst case outcomes.
  • Install signage for wayfinding. Prominent directional signage placed strategically ensures guests effortlessly locate parking, reception halls, exhibits, bathrooms and after parties preventing confusion.
  • Prepare staff across all key posts. Conduct advance briefings on responsibilities whether manning registration, distributing programs, cueing speakers, directing attendees or handling incidents. Verifying understanding avoids day-of scrambling.

While known wow moments captivate audiences at events, the behind-the-scenes activity making them possible often goes unnoticed.

That’s why experienced planners obsess over logistics that directly enable flawless execution.

Dot your i’s and cross those t’s ahead of go-time.

A large group of people watching a large screen.
A yellow and black square on a black background.
An orange and black arrow with a black background.

One Event. Two Experiences.

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

Ensuring Flawless Event Execution

After months of dedicated planning, your event week arrives and showtime nears.

From technical run throughs to vendor verification, smooth execution relies on ensuring every detail snaps into place before the curtain rises.

Some ways to confirm the ultimate production preparedness:

  • Conduct final walkthroughs. Gather department leads to methodically review every functional area onsite verifying completion while documenting remaining action items or changes required before attendee arrival.
  • Verify vendor readiness. Circle back with each supplier as event week kicks off to validate staffing levels, load-in schedules and that custom rentals, catering orders or production requests match your requirements.
  • Assign staff roles and critical path duties. With your crew assembled, specify exact assignments related to time-sensitive tasks like assisting with speaker arrivals and presentation uploads or distributing giveaways during the program. Accountability drives timely execution.
  • Prepare to adapt as needed. When managing live productions involving so many moving parts, realize that not everything unfolds according to script. Empower your front line staff with guidance on offering creative solutions or alternatives to keep things progressing smoothly.
  • Anticipate guest needs proactively. Scan event flow through an attendee lens to provide easily accessible coat and bag check areas, quick grab and go food options for those with tightly scheduled conference agendas, convenient power charging stations and intuitive wayfinding signage.
  • Exude infectious calmness. As problems inevitably flare up, maintain composure, listen actively to understand issues fully, then offer clear decisions delegating resolutions tactfully. Your unflappable presence keeps everything on track.

When participants finally stream into your perfectly polished event, they should perceive absolutely seamless execution even if your heart races at times behind the curtain.

So verify perfection pre-show.

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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After the Final Curtain Call: Post-Event Follow Up

The decorations come down, vendors haul off the last rental items, staff collapse in exhaustion, and Owners breathe sighs of relief that it’s over.

But a few crucial responsibilities remain even after the final round of applause.

Show Appreciation

Before dissolving your trusty team whose tireless efforts made everything shine, be sure to express genuine gratitude for their dedication while top of mind.

Some ideas on event staff appreciation:

  • Thank all contributors and staff. Handwrite cards or craft video messages to let everyone behind the scenes know their individual efforts made positive impact on your important event.
  • Highlight standout superstars. Call out any staff going particularly above and beyond normal expectations for public praise online or directly to their employers/companies.
  • Send appreciation gifts if appropriate. For planning committee members volunteering personal time or loyal vendors donating extra services, deliver gift baskets, gift cards or heartfelt notes of your gratitude.

Showing this authentic appreciation keeps motivation and morale high while strengthening relationships for future events.So put some thought into meaningful gestures.

Gather Feedback

While fresh memories linger, collect attendee reactions plus behind-the-scenes team insights to help debrief event wins and improvement areas for next year.

Ways to capture helpful post-event feedback:

  • Issue post-event surveys. Create online assessments for both participants and staff to efficiently consolidate opinions on logistics, content, vendors and overall satisfaction ratings tied to your initial event goals.
  • Solicit testimonials. Reach out directly to loyal sponsors, speakers or influential attendees gathering powerful written or video sound bites praising their experience for promotional use driving future events.
  • Analyze data for behavioral insights. Review hard data like website click paths, sales conversion rates, sponsor lead counts, social media engagements, email open metrics and demographic registration patterns that reveal impact beyond anecdotal survey commentary alone.
  • Identify what worked and what didn’t. Lead an insightful debrief meeting with stakeholders dissecting successes versus shortcomings while brainstorming possible solutions or alternatives to continually improve.

Constant enhancement relies first on accurately assessing current effectiveness through reviews post-event.

So cast your net wide harvesting constructive feedback via multiple channels both subjective and empirical.

Continually Engage Your Audience

Instead of disappearing until next year’s event promotions begin, nurture newly bolstered social media followers, email subscribers and first-time attendees with value adding content that sustains involvement.

Some ways to keep fans hooked in:

  • Share professional photos and videos. To prolong social buzz, publish gorgeous images from speaker presentations, award ceremonies, concert sets or activity stations for attendees anxious to spot themselves looking amazing.
  • Promote exclusive behind-the-scenes footage. Go deeper publishing raw “making of” clips revealing how incredible lighting design or pyrotechnic shows came together alongside interviews of normally unseen players.
  • Send personalized thank you notes. Follow up individually with key registrants like big corporate sponsors or VIP guests expressing gratitude for contributions to event success through personal emails.
  • Share session content from thought leaders. For educational events, repurpose presentations from influencer speakers into gated landing pages, blog posts or social clips spreading their wisdom further.
  • Start planning the next event. Capitalize on freshly stimulated excitement by announcing next year’s high level plans or exclusive early bird registration opportunities fans can access first as loyal community members.

Sustaining year-round dialogue is the best catalyst for converting new friends into devoted brand champions who eagerly await your next gathering.

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Join the Virtual Event Revolution!

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Key Takeaways on Planning Standout Events

We’ve covered extensive ground mapping event planning intricacies spanning from initial goal setting and budgeting fundamentals through to masterful marketing and flawless event execution.

Let’s recap the most vital tips to mastering unforgettable events:

  1. Clarify your specific purpose. Outline exactly what success looks like from attendee experience to revenue targets before embarking on strategies not clearly mapped to priorities.
  2. Understand your audience profoundly. Connect programming, promotions and messaging tightly to the psychographics, interests and values driving your crowd’s event buying behaviors through research.
  3. Construct an airtight budget. Account for every foreseeable expense while building in contingency overflow to handle surprises that inevitably materialize no matter the planning caliber. Cashflow is oxygen.
  4. Promote across synchronized waves. Strategic marketing employs multiple channels and customer journeys tailored to personas over time, combining early announcements, growing momentum and urgent hype driving registrations.
  5. Map exhaustive planning timelines. Meticulously plotted schedules ensure critical path execution of interdependent tasks meeting firm deadlines for deliverables like permits or volume-sensitive orders locked in.
  6. Verify every last detail. Flawless events only happen through extensive piloting from all vendors confirmed, staff briefed on responsibilities, contingencies prepared, guest needs anticipated—and calm confidence exuded when adjusting.
  7. Show appreciative recognition. Before disbanding your efficient event task force, express gratitude for the team whose flexibility and devotion enabled such a polished production.
  8. Continue engaging attendees. Capitalize on radically expanded social followings, email lists and community goodwill by nurturing fans year-round with insider content, early access opportunities and personalized shout outs.

We hope these tips, tools and lessons learned from our collective expertise make envisioning, coordinating and executing show stopping events much more conquerable.

May your next gathering generate rave reviews and accelerate your organization goals monumentally.

Here’s to your brightest memories yet to come!


Craft Your Blueprint for Event Greatness

Dreaming up a showstopping event feels impossible. But it doesn’t have to be.

We’ve helped hundreds craft events that blow revenue targets out of the water while amazing attendees.

Our battle-tested frameworks, paired with the world’s most effective platforms, establish clear goals, laser focus who you serve, optimize timing and touchpoints, verify flawless execution, and drive community excitement long after.

Schedule your free event strategy session now to start mapping your roadmap to success today.

With decades of expertise at your fingertips, you’ll leave pumped up, armed with a custom blueprint for victorious events that get people talking for years.

Let’s start crafting your masterpiece!

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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