An effective Event Marketing Plan Template is the foundation of any successful event — because planning an event is exciting, but promoting it and driving attendance is where most teams struggle. A great idea or strong speakers won’t matter if your audience never hears about it. With a structured event marketing plan that shows what to do, when to do it, and how to track results, you can create buzz, attract the right attendees, and turn your event into a real success.
In this guide, you’ll get a free event marketing plan template you can use in Google Sheets, Excel, Notion, or Word. You’ll also learn the exact steps to create and launch a successful event marketing plan across email marketing, paid ads, social, and partnerships — plus real examples, checklists, and an event marketing timeline template.
By the end, you’ll be ready to organize your marketing tasks, drive attendance, assign tasks to your team, track progress, and increase event awareness efficiently.
Event Marketing Strategy Template
A strong event marketing strategy builds awareness, attracts the right audience, and guides them from interest to registration and attendance.
This event marketing strategy template covers:
1) Event Goals and Purpose
Define the event’s purpose and success metrics — registration numbers, attendance goals, lead quality, or revenue.
2) Target Audience & Personas
Identify potential attendees, stakeholders, decision makers, and community partners who align with your event type and goals.
3) Messaging Pillars
Craft messages that highlight the value of the event and capture attention — why this event, why now, and why your brand.
4) Marketing Channels
Use a mix of:
- Email marketing campaigns
- Social media content
- Paid ads
- Partnerships and influencers
- PR & press release distribution
- Event website landing page optimization
5) Budget Allocation
Plan resources for ads, marketing materials, platform costs, and staff time so your marketing budget supports your attendance goals.
Sample Event Marketing Plan (Real Examples)
Seeing real event marketing plans examples makes it easier to visualize how your plan should look in practice. Below are three structured event marketing plan samples for different formats: a tech conference, a SaaS webinar, and a hands-on workshop.
Use these as reference models to shape your own plan quickly and clearly.
Example 1: Tech Conference
Event Name TechCon: Future of Digital Innovation Summit
Objective Position brand as industry leader, drive 5,000 registrations, secure 30+ enterprise leads for sales team
Audience IT directors, CTOs, SaaS founders, enterprise tech buyers
Messaging Angle Your roadmap to staying ahead in AI, automation, and security
Channels LinkedIn, Google Ads, industry media, partner newsletters, speaker cross-promo, developer communities
Content Plan Speaker spotlight series, industry insights emails, pre-event panel teaser, sponsor announcements
Budget $90,000 (Paid ads 35%, PR & Media 25%, Creative & Production 20%, Influencer/Community 20%)
KPIs Registrations, attendee rate, sponsor leads, booth traffic, LinkedIn engagement, sales pipeline influenced
Example 2: SaaS Product Webinar
Event Name AI Playbooks for Revenue Teams: Live SaaS Workshop
Objective Generate qualified SQLs and demo bookings, boost product awareness, educate market
Audience B2B marketers, sales ops leaders, revenue leaders in SaaS startups
Messaging Angle Real AI workflows you can implement today to scale pipeline and conversions
Channels Email list (primary), LinkedIn organic + retargeting, partner co-marketing, product onboarding prompts
Content Plan Short announcement video, 3-email promo sequence, LinkedIn carousel, “what you’ll learn” teaser post, demo CTA at end
Budget $4,500 (Creative: 10%, Ads: 60%, Speakers/Partners: 30%)
KPIs Registrations, attendance rate (goal: 40%+), demo booking rate, pipeline generated
Example 3: Local Business Workshop
Event Name Small Business Growth Bootcamp: In-Person Training
Objective Drive local brand awareness, build trust, convert attendees into consulting clients
Audience Small business owners, retail & service entrepreneurs, local founders
Messaging Angle A practical roadmap to growing your business in 90 days, without guesswork or overwhelm
Channels Facebook groups, Instagram reels, local chamber of commerce, community newsletter, referral partners
Content Plan Value tips series, testimonials, “meet the coach” reel, workshop agenda preview, local influencer story mentions
Budget $1,200 (Paid social 50%, Venue + printing 30%, Local partners 20%)
KPIs Sign-ups, attendance, consultations booked, post-event sales conversion
Event Marketing Checklist Template
A well-organized checklist keeps your marketing efforts structured and ensures no critical tasks are missed. Use this event marketing checklist template to manage your pre-event, live-event, and post-event tasks.
Pre-Event Marketing Checklist
Focus: build awareness, promote, and drive registrations
- Finalize event details (date, event name, speakers, event type)
- Create event website or landing page
- Define target audience and event goals
- Build email marketing sequences
- Schedule social media posts
- Set up paid ads campaigns (if part of your marketing budget)
- Prepare press release and partner outreach
- Design marketing materials (banners, social graphics, templates)
- Finalize influencer and speaker promotions
- Assign tasks to team and vendors
- Confirm event platforms and tools
- Set deadlines and milestones in your event marketing timeline template
Live-Event Checklist
Focus: engagement and driving attendance interaction
- Send live-day email reminders
- Share real-time social updates
- Promote behind-the-scenes content
- Ensure moderators, speakers, and support team aligned
- Monitor chat and Q&A (for virtual events)
- Collect real-time feedback and track attendance
Post-Event Follow-Up Checklist
Focus: nurture leads, measure success, and continue momentum
- Send thank-you email + replay link
- Send event survey
- Publish event recap content
- Follow up with leads and partners
- Share highlights, photos, testimonials
- Review event goals vs. results
- Update CRM and tag attendees
- Track progress and ROI
- Document lessons for future event planning
This 3-stage checklist ensures all marketing tasks, deadlines, and follow-ups are covered from start to finish.
Event Marketing Timeline Template
A clear timeline helps your team stay coordinated, ensures all promotional assets are delivered on time, and prevents last-minute execution pressure. Below is a structured event marketing timeline based on a standard six-week promotion cycle, followed by a calendar-style version for teams who prefer date-based planning.
Six-Week Gantt-Style Promotion Timeline
| Phase | Week | Key Actions |
|---|---|---|
| Pre-Launch | Week 1 | Finalize event positioning, speakers, landing page, creative assets, email sequences, and partner kits |
| Announcement | Week 2 | Launch landing page, publish announcement email and social posts, distribute press note, begin retargeting setup |
| Awareness & Education | Week 3 | Publish speaker spotlights, content previews, blog article, partner promotions, educational social posts |
| Engagement & Conversion | Week 4 | Host preview content (short livestream or teaser clip), expand retargeting, post testimonials, send mid-cycle email |
| Intensified Promotion | Week 5 | Publish countdown content, run direct CTA messages, send reminder emails, increase social frequency, partner push |
| Final Countdown | Week 6 | Daily reminders, short-form video promo, last-chance email sequence, event day messaging, calendar reminders |
This phased approach ensures marketing pressure increases as the event approaches and audience intent rises, optimizing engagement and sign-ups.
Calendar-Style Timeline Example (30-Day Event Cycle)
| Day Range | Activities |
|---|---|
| Day 1–3 | Public announcement, website live, first email, launch social content |
| Day 4–10 | Speaker promo, educational content, retargeting audiences set, partner outreach begins |
| Day 11–17 | Publish case study or insights post, teaser video, blog article, second email |
| Day 18–23 | Countdown begins, FAQs post, early testimonials, partner amplification |
| Day 24–28 | Final reminder emails, short clips, personal outreach to priority segments |
| Day 29–30 | Last-chance messaging, calendar invite push, live social updates |
This version helps teams move from planning to daily execution, especially when working with multiple stakeholders and content deliverables.
Virtual Event Marketing Plan Template
Virtual events rely heavily on digital promotion, content quality, and real-time interaction. A structured virtual event marketing plan ensures every marketing task is aligned with your event goals, increases event awareness, and helps you drive attendance efficiently.
This template gives you a clear workflow to plan your promotional timeline, assign tasks to your team, manage milestones, and create consistent engagement before, during, and after the event.
Key Components of a Virtual Event Marketing Plan
To make your virtual event successful, focus on the following essential steps:
- Clearly define the event’s purpose and event goals
(for example: drive leads, educate potential attendees, launch a product) - Identify the target audience and create audience personas
(industry, roles, interests, pain points, desired outcomes) - Build a strong event website or landing page with event details
(agenda, speakers, date, registration form, FAQs, calendar link) - Map out email marketing campaigns with scheduled invitations, reminders, and follow-up messages
- Develop social content and creative assets to increase event awareness
- Plan paid ads and retargeting to expand reach (optional but effective for webinar funnels)
- Coordinate with speakers, partners, and influencers to amplify promotion
- Add calendar reminders and automated confirmation messages
- Monitor registrations and attendance trends to adjust strategy if needed
- Conduct post-event follow-up with recordings, CTA offers, or additional resources
Example: Virtual Event (Online Summit)
Event Name
Global Virtual Innovation & SaaS Leadership Summit
Objective
Drive 8,000+ registrations, generate SQLs, expand partner network, grow brand authority
Audience
SaaS founders, CIOs/CTOs, RevOps and digital transformation leaders
Messaging Angle
Real AI and automation workflows that accelerate growth and innovation
Value Proposition
Case studies, expert panels, practical playbooks, downloads, certificates
Channels
Email, LinkedIn organic + paid, partners, speakers, PR, retargeting, communities
Landing Page Focus
Clear value bullets, social proof, speaker lineup, countdown, strong CTA, FAQ
Content Plan
Speaker spotlights, teaser clips, countdown posts, email drip, carousels, live tweets, replay hub
Engagement Strategy
Live chat, polls, Q&A, breakout rooms, downloads, certificates, VIP lounge
Budget
$40K (Ads 40%, Creative 25%, Influencers 20%, Tech 15%)
KPIs
Registrations, attendance rate, engagement, SQLs, partner leads, replay views
How to Write an Event Marketing Plan (Step-by-Step Guide)
Below is a simple 10-step process for creating a successful event marketing plan from scratch.
| Step | Description |
|---|---|
| 1. Define goals & KPIs | Clarify event goals, attendance targets, and success metrics |
| 2. Identify audience & positioning | Outline your target audience and event value |
| 3. Craft messaging | Create messaging that captures attention and communicates value |
| 4. Build your event website | Add event details, speakers, agenda, and registration |
| 5. Develop content map | Plan marketing activities: blogs, videos, social content |
| 6. Email marketing strategy | Create sequences for invite, reminder, and follow-up |
| 7. Paid ads (optional) | Run paid ads to scale reach and event awareness |
| 8. Partner & media outreach | Use influencers, partners, and press release promotions |
| 9. Assign tasks & deadlines | Add tasks into your timeline template and assign tasks |
| 10. Post-event follow-up | Send recap email, share content, nurture leads, and track results |
Use Google Sheets, Notion, or project tools like Trello or Asana to organize your plan, assign tasks, and manage vendors or stakeholders.
Event Marketing Tools and Software
Choosing the right tools makes it easier to plan, organize, and execute your event marketing efforts. Below are recommended platforms for building an event marketing plan, managing tasks, creating materials, and tracking performance.
Planning and Project Management
- Asana or Trello for assigning tasks, planning marketing activities, managing deadlines
- Notion or Google Sheets for organizing event details, event goals, and event marketing templates
- ClickUp for timeline planning, milestones, and Gantt chart views
Event Hosting and Registration
- Zoom, Hopin, Airmeet for virtual events and webinars
- Eventbrite or Webex for registrations and attendance tracking
- Webflow or WordPress to create your event website and landing pages
Email Marketing and CRM
- HubSpot or Salesforce for lead tracking, pipeline management, and post-event follow-up workflows
- Mailchimp or Klaviyo for email marketing sequences and promotional timeline automation
Design and Content
- Canva or Figma for event marketing materials, banners, social posts, and templates
- Google Drive or Dropbox to store creative assets and share with stakeholders
A strong tool stack ensures your team stays aligned, tasks are completed on schedule, and every marketing task supports your event goals.
FAQs
What should an event marketing plan include?
An event marketing plan includes event goals, target audience, messaging, marketing channels, content strategy, promotional timeline, budget, team responsibilities, event website plan, and post-event follow-up steps.
When should I start marketing my event?
Most organizations begin promotion 6 to 12 weeks before the event. Large in-person events often need 3 to 6 months. Webinars typically need 2 to 4 weeks. The earlier you build awareness, the higher your attendance.
How many emails should I send for event promotion?
A standard sequence includes invite emails, reminders, last-call messages, and post-event follow-up. Many teams send three to five emails before the event and one to two follow-ups after, depending on event type and marketing strategy.
What is a typical event marketing budget?
Budgets vary by event type, size, and audience, but many teams allocate 10 to 20 percent of their total marketing budget to event marketing. Costs usually include paid ads, creative production, event tools, and speaker or venue fees.
