Event Strategy Examples
What does an event strategy look like on paper?
An event strategy example shows the parts of a strategy filled in for a kind of event: the goal, the audience, the message, the formats and the measures. A good strategy fits on one page and makes the next decision easier.
The samples below are illustrative templates written for this guide, not descriptions of real events or results. For how to write the strategy itself, see the event strategy guide.
Updated by the Eventdex team
4.7/5 from 39 reviews on each
Three sample strategies
Each sample uses the same five lines, so you can compare them and copy the one closest to your event.
| Line | Conference | Customer event | Product launch |
|---|---|---|---|
| Goal | Bring an industry together to learn and meet | Keep customers and show what is next | Introduce a product to the right people |
| Audience | Practitioners in one field | Existing customers and their teams | Prospects, press and customers |
| Message | One theme the whole agenda supports | You are heard and the product follows your needs | What it does and who it is for |
| Formats | Keynotes, breakouts, networking | Roundtables, demos, a customer panel | Short demo, Q&A, hands-on time |
| Judged by | Agreed attendance and feedback measures | Agreed engagement and follow-up measures | Agreed interest and follow-up measures |
Copy-ready strategy template
Fill in each line in a sentence. If a line takes a paragraph, the idea is not clear yet.
Event strategy on one page
Event: [name, date, place or virtual] Goal: [the one result this event must produce] Audience: [who, and what they care about] Message: [the one idea attendees leave with] Formats: [sessions, meetings, activities and why] Promotion: [how the audience will hear about it] Budget and owner: [amount and named owner] Measures: [what we will count, agreed in advance] Review: [date of the post-event meeting]
How to check a strategy before you commit
Ask these four questions of any strategy, including a sample.
Is the goal one sentence?
More than one goal usually means a scattered event.
Does every session support the message?
Cut sessions that do not.
What makes a strategy usable
A sample strategy is only useful if you adapt it. These checks keep it honest.
Specific audience
Name who you want to attend, not "everyone".
One main goal
A strategy with five equal goals has none.
Written decisions
Record what you chose not to do and why.
The Eventdex platform
Tools that support the plan
“We really appreciated the adaptability of the software to meet our changing needs. For example, we liked being able to create promo codes to offer reduced rates to conference attendees with special circumstances.”
University at Buffalo
Eversource Energy
Georgia Tech
Influence Communications
FAQ
Event Strategy Examples: common questions
What is an example of an event strategy?
A one-page plan stating the goal, audience, message, formats, promotion, budget and measures for an event, such as the three samples in this guide.
Are these samples from real events?
No. They are illustrative templates written for this guide. No results are claimed for them.
What is the difference between an event strategy and an event plan?
The strategy says what the event is for and why. The plan says who does what and when to deliver it.
How long should an event strategy be?
One page. If it is longer, the goal is probably not yet clear.
See how Eventdex supports event planning
Start with a free interactive floor plan, or talk to an event specialist on +1 (866) 434-5088.