A simple communications plan for your events
Ok, so we’ll start with the bad news! Without clear and consistent communication, you risk low attendance, confused attendees, and missed opportunities to build engagement before, during, and after the event.
The good news is that creating a communications plan, even if it’s just a simple one, can make a big impact by making sure attendees are well-informed, engaged, and prepared.
To illustrate this, let’s take the example of a corporate networking event where guests are invited to register in advance. Below is a basic yet effective example communications plan that could easily be implemented. This is purely email-based, but it could use a multi-channel (print, email, and SMS/WhatsApp) approach depending on the event and the budget!
Example Event Communications Plan: Corporate Networking Event
Pre-Event: Invitations & Registration Reminders
Initial Invitation Email (4 weeks before the event)
Subject: Join Us for an Exclusive Networking Event!
Content: Highlight event details (date, time, location, key speakers, and benefits of attending). Include a clear call-to-action (CTA) with a registration link.
First Reminder Email (2 weeks before the event)
Subject: Time is Running Out – Register for Our Networking Event!
Content: Reinforce the event’s value, mention any new updates (such as confirmed speakers or special guests), and encourage those who haven’t registered to sign up.
Final Reminder Email (3 days before the event)
Subject: Last Chance to Secure Your Spot!
Content: Urge last-minute registrations, provide logistical details (venue, parking, dress code), and remind registrants to bring business cards.
Post-Registration: Keeping Attendees Informed
Confirmation Email (Immediately after registration)
Subject: You’re Registered! Here’s What You Need to Know
Content: Thank the participant for registering, include event details, and provide a calendar invite. Mention any resources they should review before attending.
Event Reminder Email (1 day before the event)
Subject: We Can’t Wait to See You Tomorrow!
Content: Include final logistical details, event agenda, and a point of contact in case of questions.
Morning-of Email (Day of the event)
Subject: Today’s the Day! See You at [Event Name]
Content: A brief motivational message, venue access instructions, and a reminder to network and engage on social media using the event hashtag.
Post-Event: Feedback & Follow-Up
Thank You & Feedback Request Email (1 day after the event)
Subject: Thank You for Attending – Share Your Thoughts!
Content: Express gratitude, share event highlights or photos, and request feedback via a short survey. Offer an incentive (e.g., entry into a giveaway) for completing the survey.
An additional option - A Giveaway communications plan
To increase engagement, a giveaway could be part of the event registration and engagement process. Here’s an example of how it could be communicated:
Announcement Email (2 weeks before the event)
Subject: It’s a WIN WIN at our Relaunch event!
Content: Explain the giveaway, how attendees can enter (e.g., registering, attending, engaging on social media), and reveal the prize.
Reminder Email (3 days before the event)
Subject: In it to win it
Content: Reinforce the giveaway details, include instructions, and generate a bit of buzz and excitement.
Live Event Announcement (During the event)
Method: Social media posts, event host announcements, notifications via an app
Content: Encourage participation, showcase entries (if applicable), and keep their eyes on the prize.
Winner Announcement (Post-event, 1 day after event)
Subject: We have a winner!
Content: Say a big congratulations to the winner, thank all participants and encourage them to stay connected for future events and giveaways.
Why bother?
A well-structured communications plan gets rid of uncertainty and keeps your audience engaged throughout the event journey. Proactive communications create a smoother and more positive experience for attendees. Even with a simple plan, clear and regular communication builds better participation, strengthens attendee buy-in, and increases the overall success of your event.