UNITED STATES INTERNATIONAL UNIVERSITY-AFRICA
MARKETING & COMMUNICATIONS
EVENT BRIEF TEMPLATE
The purpose of this event brief is to identify the tasks needed to produce a successful event. There
are a few assumptions that should be clarified here. Whether the event is a trade show, a press
event, or internal company event, you can plan for outcomes and measure the success of the event
based on your business goals.
Another assumption is that events have the ability to drive participation like few other marketing
communications or public relations vehicles. Despite the growing use of online community building,
producing your own events or planning to participate in other events gives you face time with the
people who are important to your business – from employees to prospects to customers, investors,
and community leaders, news media and elected officials.
Finally, another assumption is that corporate events ought to focus on celebrating those you invite
rather than your own interests. In this, however, is the secret. We call it “enlightened self-interest,”
in that your interests will be well served by lifting up those around you. This is, of course, a strategy
rather than a tactic but the point is that successful events as a tactic require thoughtful planning to
engage those you invite.
When you build your events around those you invite, they have a built in reason to attend. Examples
include thanking customers for their business, featuring a partner or customer as a subject matter
expert, celebrating someone’s success, and other reasons.
There are three parts to this event template –
1. The Event Brief
2. The Event Plan
3. Agenda
Event Brief Template
Page 2
[Name of Event] Event Brief
Event Title
[This template can be used as a guide to track all of the necessary aspects of an effective
event.]
Purpose
[From celebrating with a new client to recognizing sales leaders to driving new business
development at a trade show, the event can serve several distinct purposes. In some
cases, there may be one primary and several secondary reasons for the event.]
Goals
[Goals are specific to achieving a successful event. If one of the purposes is to drive
sales at a trade show, than a goal would be to secure a minimum number of meetings
or appointments with key prospects. It is recommended to have 2-3 specific goals – it’s
enough to make the event worth the investment but not so many that you lose focus
and fail to achieve them.]
Date
[Date]
Time
[Time]
Place/Venue
[This is an important decision. Sometimes the venue is overlooked. The environment
has the job of setting the stage for accomplishing your goals. As much as possible set
the table properly and people will not only show up, they’ll enjoy themselves.]
[Company]
Role
Invite List /
Attendees
[Are you hosting, emcee’ing, visiting, or speaking? Define your company’s role and plan
accordingly.]
Agenda
[List the categories of invitees, e.g., customers, board members, employees, etc. A
specific attendee list can be attached to this document.]
[A recap of the agenda in short form can go here – mostly to identify the event
participants. As a rule of thumb, press events and other announcement-based events
ought to have no more than 4 speakers and last no more than 30 minutes. The protocol
for these kind of events has a broad range and should be coordinated with your PR
department.
Logistics
Status
[Track the status of items such as securing the facility, catering, giveaways,
and marketing materials.]
Speaker Status
[Related to your agenda, track the confirmations of your speakers here.]
Photography /
Video Status
[If you plan to photograph or record your event, here is where you track the status of
securing those resources. Be sure to develop a shot list for your photographer – from
posed pictures of your VIP attendees to specific shots relative to the event. For photos
and for potential video, consider using the results in future marketing initiatives or press
releases.]
Media
Coverage /
Status
Key talking
points
List the media outlets you want to reach regarding your event. Depending upon the
event, you may want to include print, broadcast, online, and trade media to garner more
attention for your company and your stakeholders.]
[For your speakers, consider developing a formal script and/or talking points to ensure
the event delivers on the key messages important to your success. This also allows each
speaker to focus on unique points. This will emphasize that each participant’s role is
uniquely necessary to deliver on a successful event.]
Event Brief Template
Page 3
[Name of Event] Event Plan
Action Item
Due Date
Owner
Event Brief Template
Page 4
[Name of Event] Agenda
Theme
[Theme or focus of event]
Meeting Agenda
Welcome .........................................................[name]................................ xx min
Introduction ....................................................[name]...................................... xx min
Subcategory
Subcategory
[Topic] ............................................................[name]................................ xx min
Subcategory
Keynote remarks ..................................... [keynote speaker]
[Topic] [name].................................................xx min
Subcategory
Keynote remarks ..................................... [keynote speaker]
[Topic] [name].................................................xx min
Subcategory
Closing Remarks / Adjournment
.......................[name]...................................... xx min
Total time (minutes)............................................. ...............................................xx minutes