How to write an event planning and implementation plan?

The essence of the activity is communication. Previously, the industry had descriptions of the IPO event planning process, which stood for Idea, Plan, and Operation.

But these days, attention is a scarce resource . Purely online event marketing can no longer capture consumers' attention. The status of ground activities has been magnified, and the integrated communication based on event scene experience marketing is the greatest value of the event .

Therefore, two factors constitute the key to a "good event planning": on-site experience + spread of voice .

Gudian mentioned in the book "Leap" that the learning logic of today's society has changed fundamentally from that of 20 years ago, and the concept of online brain has become more important. Simply put, the world is now flat , and a good event planning can no longer rely solely on internal forces, but needs to be connected to more open resources .

Therefore, the syllogism of Idea + Plan + Operation cannot fully cover the key links and essence of event planning at this stage. Based on the IPO process, I introduced two links, cross-industry cooperation and event fermentation , to increase the weight of the event's "voice dissemination" and refined this 5 I event planning thinking model. Share below~

Inspiration theme creative stage

The theme creative stage is mainly about conceiving the form of the activity and the theme gameplay. At this time, there may be two situations for the brief.

• 1) Topic-based writing activities . Your boss or the upper-level client (agent or brand owner) directly specifies the form of the event. At this time, you (marketing staff or event company) only need to plan and implement it around the form of the event.
• 2) Topic writing activities . Your boss or client just randomly proposes a public relations and marketing demand, but has not yet decided on the specific form of the activity, leaving a blank for you to develop.

Based on actual practice, the forms of activities are mainly divided into seven types : event marketing, forum press conferences, exhibition markets, brand festivals, performance celebrations, competitions and party team building.

In my opinion, there will be more and more integration platforms for event industry suppliers, and the stage where event companies rely on resources and material price differences as their main profit has passed.

In the future, creative experiential marketing will be the core competitiveness .

Therefore, it is necessary for creative practitioners to browse as many peer cases as possible. The world is so big, you can gossip more about how other brands conduct public relations activities.

This process is a bit like a designer needs to go to Huaban.com to look for design inspiration, or an advertiser needs to go to Shuying.com to look at marketing works.

For example:

• 1) Go to the event announcement or ticketing website to read the event preview;
• 2) Go to the advertising and marketing website to find offline activity case classification;
• 3) In addition, some service provider cases can be found on classified information websites such as Zhubajie.com and 58.com.
• 4) At worst, you can save bookmarks and browse cases on the official websites of various event companies when you need inspiration;
• 5) Now there are some websites that are specifically designed to meet this kind of inspiration needs, such as Yiwen.com and Event Creative Warehouse, etc., focusing on creating an efficient and high-quality event marketing works library.

A good public relations event planning starts with an initial idea, which is then refined through continuous browsing of cases, and then to the deduction of the event logic, and finally becomes a big creative idea .

Regarding the topic of creative planning inspiration, you can refer to the answer I gave before: For example: What websites do creative event planners usually visit?

Intellectual strategy proposal stage

Event planning is not just a matter of pure creativity, but also requires a structured methodology.

The planning of an event must comply with the principles of “ attention-interest-threshold-participation ”. From eye-catching selling points (attention), to interesting activities (interest), friendly participation methods (threshold), and finally the on-site experience during participation (participation), every link must be taken care of.

After generating the activity idea, the planning stage mainly involves determining the activity goals and theme, activity name, time, venue, process, agenda, program settings, design style, on-site production renderings, communication channels, media pricing, performing arts resource determination, registration channels, bill of materials, personnel arrangements, budget preparation, execution node table, etc.

Here are four types of activity plan template frameworks we use internally:

Due to space limitations, the framework of the other three major activity plans is as follows:

• Marketing planning framework for performance activities (performances/annual meetings/parties/concerts/celebrations)
• Interactive event marketing planning framework map (promotion/interaction/ground promotion)
• Marketing planning framework for selection activities (contests/talent shows/selections)

In addition to looking at the proposal resources of peers, it is also an option to browse the planning proposal templates on online document library websites, such as Docin, Doc88, Baidu Document Library, 360doc, etc. (the quality may be relatively uneven and relatively old).

Of course, this type of activity planning template is generally kept within the company. If you ask some colleagues, they will probably have the same answers.

Here are two more resources for download:

[Resource 1] 140 essence versions of event planning plans, public relations and communication proposals, and a full set of annual meeting resources

[Resource 2] 2,000 pictures of event site effects and creative layouts

The above practices, combined with discussions with colleagues, basically cover the blind spots of the event planning process.

Implement management phase

Although the main implementation links have been preliminarily finalized in the planning stage, remember to make flexible adjustments and not limit yourself to the previously formulated plans.

The production and rental of materials and equipment, venue reservation, travel and accommodation, personnel outsourcing, media placement, media contact, registration platform, transportation reservation, etc. In addition to using cooperative suppliers, there are also many Internet products to provide comprehensive and segmented demand solutions .

For example, if the internal staff is unable to handle the design materials needed for an event, they can first find a service provider on a crowdsourcing platform (B2B model, such as Zhubajie.com), or they can use online graphic design themselves (SaaS model, such as Chuangketie.com), and then make the materials on a standardized material printing platform (F2B model, such as Yunyin.com), and have them delivered directly to the event venue. The required material preparation can be completed online. Of course, if time permits, the material details must be confirmed in person .