Marketing Event Plan

Event name: [Event name] Owner: [Name / team] Format: [Webinar / conference / booth / field event] Date: [Date] Plan version: [v1 — date]

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1. Objectives and KPIs

Primary objective: [The single business outcome this event serves, e.g., "generate qualified pipeline for Product X".]

KPI	Target	Deadline
[Registrations]	[Target number]	[Date]
[Attendance rate]	[Target percent]	[Event day]
[Qualified leads]	[Target number]	[Within 1 week after]
[Sourced pipeline]	[Target value]	[Within 30 days after]

2. Audience

[Who this event is for. Describe the target attendee by role, company size, and the problem they have. Note how many people you need to reach to hit the registration target, and where they already are.]

3. Format and date

[State the chosen format and why it fits the objective and audience. Confirm the date, time, time zone, and duration. For in-person events, name the venue and city; for virtual, name the platform.]

4. Budget

Category	Detail	Estimate
Venue / platform	[Room or streaming tool]	[$]
Content / talent	[Speakers, design, slides]	[$]
Promotion	[Ads, email, landing page]	[$]
Catering / hospitality	[Food, drink, staffing]	[$]
Swag / collateral	[Print, giveaways, signage]	[$]
Contingency (10–15%)	[Buffer for surprises]	[$]
Total		[$]

5. Logistics checklist

Task	Owner	Due	Status
[Confirm venue / platform]	[Name]	[Date]	[ ]
[Build registration page]	[Name]	[Date]	[ ]
[Brief speakers]	[Name]	[Date]	[ ]
[Set up reminder sequence]	[Name]	[Date]	[ ]
[Plan day-of staffing]	[Name]	[Date]	[ ]
[Tech rehearsal]	[Name]	[Date]	[ ]

6. Promotion plan

Channel	Asset	Send / launch date	Owner
[Email — announce]	[Subject line / offer]	[Date]	[Name]
[Email — reminder 1]	[Subject line]	[Date]	[Name]
[Email — starting soon]	[Subject line]	[Event day]	[Name]
[Social — owned]	[Post / thread]	[Dates]	[Name]
[Paid — search / social]	[Audience + budget]	[Dates]	[Name]
[Partner / speaker push]	[What they share]	[Dates]	[Name]

7. Run-of-show

Time	Segment	Owner	Notes
[T-30 min]	[Tech check / doors open]	[Name]	[Buffer]
[00:00]	[Welcome and intro]	[Name]	[Keep to 5 min]
[00:05]	[Main session / demo]	[Name]	[Core content]
[00:35]	[Q&A]	[Name]	[Monitor chat]
[00:50]	[Close and next step]	[Name]	[Clear CTA]

8. Post-event follow-up

When	Action	Owner
Within 24h	[Thank-you + recording + next step to all attendees]	[Name]
Within 48h	[Route hot leads to sales; add rest to nurture]	[Name]
Within 1 week	[Team debrief vs. KPI targets]	[Name]
Ongoing	[Repurpose recording into clips / blog / social]	[Name]

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Notes and assumptions

[Dependencies, risks, and anything out of scope. e.g., "Registration target assumes one partner co-promotes."]