# 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*.

<!--
Guidance: How to use this template
- Fill the goal (section 1) and the follow-up plan (section 9) first.
  Most of an event's value comes after it ends; plan the follow-up
  before you promote it.
- For an in-person event, add venue, catering, safety and insurance
  details to section 6; for a large conference stand, keep a separate
  logistics checklist.
- Rehearse the full run of show with every speaker, on the real
  platform or stage, at least two working days before.
- Common pitfall: promising sponsors or partners the attendee list
  without telling registrants. Section 5 makes data sharing explicit.
- The worked example is a Larkspan webinar. Larkspan is a fictional
  software company; all figures are invented.
-->

## Document control

<!-- Guidance: Name one event owner who makes the final call on the day. -->

| 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

<!-- Guidance: One primary goal linked to the marketing plan, with funnel targets that multiply out. -->

| 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

<!-- Guidance: Who should attend, what problem the session solves for them, and why they should give an hour. Teach, do not pitch. -->

- **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

<!-- Guidance: Time-boxed agenda for the public listing. Keep product content short and near the end. -->

| 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

<!-- Guidance: Confirm each speaker in writing, including recording consent and how their name and image will be used. -->

| 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

<!-- Guidance: Ask only for the data you need. Tell registrants at the point of sign-up who receives their details, whether the session is recorded, and how to unsubscribe. These are questions for your privacy lead, not legal conclusions. -->

- **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

<!-- Guidance: Choose a platform or venue that every registrant can use. Live captions and accessible materials are part of the plan, not extras. -->

| 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

<!-- Guidance: Plan promotion backwards from the event date. Most webinar registrations arrive in the final week. -->

| 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

<!-- Guidance: Minute-by-minute script for the producer, including who shares screen, who reads questions and what happens if something fails. -->

| 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 |

```mermaid
flowchart LR
  A[Goal and follow-up agreed] --> B[Speakers and agenda confirmed]
  B --> C[Registration page live]
  C --> D[Promotion]
  D --> E[Rehearsal]
  E --> F[Live session]
  F --> G[Follow-up within 24 hours]
  G --> H[Results review]
```

## 9. Follow-up

<!-- Guidance: Send follow-up within 24 hours while interest is high. Segment by attendance and by actions such as poll answers or questions. -->

| 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

<!-- Guidance: Lines must add up to the total. Compare cost per registrant and per lead with other channels. -->

| 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

<!-- Guidance: Fill within two weeks. Record attendance, quality and what to change next time. -->

| 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.