Event and Webinar Plan Template (Run of Show)

Goal and funnel targets, agenda, speakers, registration and privacy, platform and accessibility, promotion, run of show, follow-up, budget, results

MarketingStandardCommon practice; WCAG 2.2 SC 1.2.2, 1.2.4, 1.4.3event webinar planMis à jour 29 oct. 2026

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Mode d'emploi: Use it when running a webinar or marketing event. Fill the goal and the follow-up plan first, then rehearse the run of show on the real platform. The main pitfall is sharing registrant data with sponsors without telling registrants.

Aperçu

Event or Webinar Plan: [Event title]

A plan for one marketing event, online (webinar, virtual event) or in person (meetup, workshop, conference session): goal, audience, format and agenda, speakers, promotion, registration and privacy, platform or venue, accessibility, run of show, follow-up and results. Based on common event marketing practice, with accessibility checks referencing WCAG 2.2 success criteria. Replace every [bracketed] value and every row marked Example.

Document control

Field	Value
Event ID	[EVT-YYYY-NN]
Title	[Event title]
Format	[Live webinar / Virtual event / In person / Hybrid]
Date and time	YYYY-MM-DD, [HH:MM time zone]
Duration	[Example: 45 minutes plus 15 minutes Q&A]
Owner	[@event-owner]
Reviewers	[@brand], [@privacy]
Version	[0.1]
Status	[Planning / Promoting / Live / Follow-up / Closed]
Last updated	YYYY-MM-DD

Revision history

Version	Date	Author	Change
0.1	YYYY-MM-DD	[@owner]	First draft
[0.2] (Example)	YYYY-MM-DD	[@owner]	Added partner co-host and data-sharing notice

1. Goal and success measures

Measure	Target (Example)	Actual
Registrations	1,200	[N]
Live attendance rate	40% (480 people)	[N%]
On-demand viewers within 30 days	180	[N]
Marketing-qualified leads	15% of live and on-demand viewers (99)	[N]
Satisfaction score	4.3 out of 5	[N]

Primary goal: [Example: 99 marketing-qualified leads from finance teams in the ideal customer profile (marketing/ideal-customer-profile)].

2. Audience and topic

Audience: [Example: finance managers at companies with 200 to 999 employees]
Promise (one sentence): [Example: "Close the month one day faster: three approval changes you can make this quarter."]
What attendees take away: [Example: a checklist, a benchmark, the recording]

3. Agenda

Time	Segment	Speaker
00:00	Welcome and housekeeping	[@host]
00:05	[Example: Where month-end time goes: survey of 300 finance teams]	[Speaker A]
00:20	[Example: Customer story: approvals across five entities]	[Speaker B, customer]
00:35	[Example: Short product walk-through]	[@solutions-engineer]
00:45	Q&A	All
01:00	Close	[@host]

4. Speakers

Speaker	Role	Topic	Bio and photo received	Recording consent	Rehearsal
[Name]	[title, organisation]	[topic]	[Yes / No]	[Yes, signed YYYY-MM-DD]	YYYY-MM-DD

5. Registration and privacy

Fields collected: [Example: name, work email, company, role; company size optional]
Privacy notice linked on the form: [URL to privacy policy]
Partner or sponsor data sharing: [Example: co-host receives registrant details only for those who tick a separate, unticked box naming the co-host]
Marketing email after the event: [basis per country; see marketing/email-campaign-brief section 3]
Recording notice: [Example: stated on the form, in the confirmation email and at the start of the session; chat and Q&A names visible to panelists only]
Retention: [Example: registrant data deleted after 24 months of inactivity]

6. Platform or venue and accessibility

Item	Choice or check
Platform or venue	[Example: webinar platform with browser join, no download required]
Live captions	[Example: human or reviewed captions; WCAG 2.2 SC 1.2.4 Captions (Live)]
Recording captions	[Example: corrected captions on the on-demand version; WCAG 2.2 SC 1.2.2]
Slides	[Example: contrast checked against WCAG 2.2 SC 1.4.3; shared as an accessible file before the session]
Sign language or interpretation	[On request by YYYY-MM-DD / Not offered]
In-person access	[step-free access, hearing loop, quiet room, dietary needs]
Backup	[Example: second host with co-host rights; backup internet; pre-recorded segment ready]

7. Promotion plan

When	Channel	Action	Owner
Day minus 21	Website, events page	Landing page live (`marketing/landing-page`)	[@web]
Day minus 21	Email	Invitation to consented contacts	[@lifecycle]
Day minus 14	Social, speakers	Speaker posts with disclosure where paid	[@social]
Day minus 7	Email	Reminder and agenda	[@lifecycle]
Day minus 1 and 1 hour before	Email	Join link reminders	[@lifecycle]
[when]	[channel]	[action]	[@owner]

8. Run of show

Time	Action	Who	Backup if it fails
T minus 30 min	Speakers join backstage; sound, camera and slide check	Producer	Switch speaker to phone audio
T minus 5 min	Start recording; holding slide with captions note	Producer	Start local recording
T 0	Welcome, housekeeping, recording notice, poll	Host	Producer reads housekeeping
T plus 5	Speaker A presents	Speaker A	Host plays pre-recorded segment
T plus 45	Q&A; moderator reads questions	Moderator	Answer remaining questions by email
T plus 60	Close; survey link	Host	Survey link in follow-up email

9. Follow-up

Segment	Message	Timing	Owner
Attended	Recording, slides, checklist, offer of a call	Within 24 hours	[@lifecycle]
Registered, did not attend	Recording and a short summary	Within 24 hours	[@lifecycle]
Asked a question or requested a demo	Personal reply from sales	Within 1 working day	[@sales]
Opted out of marketing	Recording only if requested, no further marketing	Not applicable	[@lifecycle]

10. Budget

Line (Example)	Amount
Webinar platform, share of annual licence	$1,800
Paid promotion	$4,000
External speaker fee	$1,500
Live captioning	$600
Contingency	$600
Total	$8,500

Example efficiency: $8,500 / 1,200 registrations is about$ 7.08 per registrant; $8,500 / 99 leads is about$ 85.86 per lead.

11. Results and lessons

Question	Answer
Which goals in section 1 were met?	[answer]
Which promotion channels drove registrations that attended?	[answer]
What did attendees rate highest and lowest?	[answer]
What do we repeat, change or drop?	[answer]

Related templates: marketing/campaign-brief, marketing/landing-page, marketing/email-campaign-brief, marketing/content-calendar, marketing/marketing-measurement-plan, writing/speech, design/accessibility-checklist.

Standard and licence note

Based on common event and webinar marketing practice, with accessibility checks that reference WCAG 2.2 (W3C Recommendation, 12 December 2024, https://www.w3.org/TR/WCAG22/) success criteria by number. The text, structure and fictional example are original. Check the current privacy and accessibility rules where your audience lives; this is not legal advice. Template licence: MIT.

Modèles associés

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