Event Communications Pack

What it is

A comprehensive communications framework that covers the entire event lifecycle: pre-event promotion to build attendance, live-event communications to manage expectations and engagement, and post-event follow-up to maximise impact. This template ensures every touchpoint is intentional, messages are consistent, and nothing falls through the cracks.

Event communications is about more than promotion. It’s about creating a narrative arc—building anticipation, delivering a great experience, and extending the impact well after the event ends. This template gives you the scaffolding to do all three systematically.

Whether you’re running a 50-person workshop or a 5,000-person conference, this framework scales.

When to use it

Use this template when:

You’re planning an event (in-person, virtual, or hybrid) with 50+ attendees
You need to coordinate communications across multiple teams or channels
You want to maximise attendance and engagement metrics
You’re managing a recurring event or event series
You need to track and manage attendee communication preferences
You want to create a consistent brand experience throughout the event lifecycle

Do NOT use this template if:

Your event is small, informal, or primarily internal (under 50 people)
You’re just booking a venue and sending an invite; this is for strategic communication
You need crisis communication protocols (use separate crisis docs instead)
The event is purely internal (employee-only; use internal comms template instead)

Inputs needed

Before building your plan, gather:

Event essentials: Date(s), format (in-person/virtual/hybrid), location/platform, expected attendance, duration, main topics/speakers
Objectives: What success looks like (attendance numbers, engagement metrics, lead generation, community building?)
Target audience: Who are we reaching? (Existing customers, prospects, community members, specific industries?)
Key messages: What’s the core value proposition of this event? Why should people care?
Team roles: Who’s responsible for promotion, social media, registration, day-of comms, follow-up?
Budget and channels: What channels can we use? (Email, social, paid ads, partnerships, word-of-mouth?)
Calendar constraints: When do we have time to promote? (8 weeks out? 4 weeks?)

The template

Phase 1: Pre-Event (8-12 Weeks Before)

Week 1-2: Planning & Messaging

Messaging Framework:

Event name: [Name]
Date/format: [When and how]
Core message: [Why this event matters - 1 sentence]

Three supporting messages:
1. [What they'll learn / experience]
2. [Who they'll meet / connect with]
3. [Specific benefit or outcome for attendee]

Call to action: [What do we want them to do? Register? Save the date?]

Sample core messages by event type:

Event type	Core message
Product launch	”See how [product] solves [problem] with live demo and Q&A”
Educational workshop	”Master [skill] in a hands-on environment with expert instructors”
Community summit	”Connect with [community] leaders and discover what’s next”
Industry conference	”Industry experts share insights on [emerging trend] shaping [industry]“
Virtual webinar	”Learn [specific outcome] from [expert name] in 60 minutes”

Approval checklist before proceeding:

□ Core message approved by leadership/product
□ Key speakers/presenters confirmed
□ Date and format finalised
□ Venue booked (if in-person)
□ Platform selected (if virtual)
□ Budget approved
□ Team roles assigned
□ Promotion timeline locked

Week 3-4: Promotion Launch

Announcement Plan:

Channel	Content	Timing	Owner
Email (list)	Announcement email with registration link	Week 3	Marketing/Community
Social media	Teaser posts, speaker announcements, details drip	Week 3-4	Social team
Website/blog	Event landing page with full details and registration	Week 3	Web/marketing
Partners/affiliates	Partner announcement and co-promotion assets	Week 3	Partnerships
Internal teams	Brief your sales, support, and product teams	Week 4	Leadership
Paid ads (optional)	Targeted ads to specific audiences (if budget allows)	Week 4-8	Marketing

Email Announcement Template:

Subject: [Exciting news] Join us for [Event name] on [Date]

Hi [Name],

You're invited to [Event name]—[one-line description of value].

When: [Date and time, with timezone clarity]
Where: [Location or Zoom link]
Who: [Key speakers or guest experts]

What to expect:
- [Specific outcome 1]
- [Specific outcome 2]
- [Networking/community element if applicable]

[Register here: LINK]

Questions? Reply to this email or contact [contact name/email]

See you there!
[Your name]

Social media posting schedule (Weeks 3-12):

Week 3-4: Announcement and teaser posts
└─ "Announcing [Event]" + "Save the date" posts (2-3 per week)

Week 5-8: Speaker highlights and details
└─ "Meet our speakers" + topic teasers + registration reminders (2-3 per week)

Week 9-12: Final push and urgency
└─ "Last chance to register" + exclusive speaker insights + FOMO tactics (3-4 per week)

Live event week: Hype and logistics
└─ Countdown posts + venue/Zoom details + speaker Q&As (daily)

Social media post templates:

Post type	Template	Platform
Announcement	”🎉 [Event] is happening [date]! [One reason to attend]. Register → [link] #[hashtag]“	Twitter, LinkedIn, Instagram
Speaker highlight	”Meet [Speaker name], joining us for [Event]. They’ll be sharing insights on [topic]. Register now → [link]“	All platforms
Value prop teaser	”Ever wondered how to [outcome from event]? Come to [Event] on [date] and find out. Register → [link]“	All platforms
FOMO/urgency	”Only [X spots] left for [Event]! Register before [deadline] → [link]“	Twitter, LinkedIn
User-generated content	”Can’t wait for [Event]? Tag someone you’re bringing or use #[hashtag] to share your excitement!”	Instagram, Twitter

Phase 2: Mid-Stage Promotion (4-8 Weeks Before)

Building momentum

Registration milestones:

Track registration targets at key points:
- 25% registered: 8 weeks out (all promotion channels activated)
- 50% registered: 4-5 weeks out (pivot messaging to FOMO and final details)
- 75% registered: 2 weeks out (shift to logistics and expectations)
- 100% capacity: 1 week out (close registration or pause paid ads)

If tracking behind target:
- Increase email frequency (2-3x weekly vs. weekly)
- Boost partner outreach and affiliate amplification
- Consider targeted paid ads or paid partnerships
- Reach out to warm contacts directly

Confirmation and expectation-setting:

Touchpoint	Content	When
Registration confirmation email	Confirmation + Zoom/venue details + speaker bios	Immediately after registration
Weekly email	Speaker preview or agenda item deep-dive	Weekly starting 4 weeks out
Reminder email	”Event in [X days]—here’s what to prepare”	2 weeks before, 1 week before
Logistics email	Zoom link, dial-in numbers, parking/venue info, timing	3 days before
Final reminder	”See you in [X hours]—here’s the link and what to expect”	Morning of event (in-person) or 30 mins before (virtual)

Email sequence template (4 weeks to event):

Week 4: Value reminder
Subject: Your session is coming up—here's what [Speaker] will cover
Content: Dive deeper into one agenda item; build anticipation

Week 3: Audience Q&A
Subject: Your questions answered—here's what attendees want to know
Content: FAQs, speaker previews, what attendees are excited about

Week 2: Final checklist
Subject: [Event] is in [X days]—here's what to prepare
Content: Logistics, what to bring/expect, timezone confirmation

Week 1: Confirmation & logistics
Subject: See you [date]—here's your Zoom link and final details
Content: Zoom link, call-in number, tech requirements, parking/venue info

Phase 3: Live Event Communications

Pre-event (day before to hours before)

Last-minute checklist:

□ Test all tech (Zoom, slides, audio, video, chat moderator tools)
□ Brief all speakers and moderators on timing, Q&A process, code of conduct
□ Prepare speaker intros and transitions
□ Load chat messages, polls, or interactive elements
□ Assign roles: host, chat monitor, tech support, Q&A handler
□ Send speaker final confirmations (link, timing, mute/unmute protocol)
□ Confirm all panellists/speakers have tested tech
□ Prepare backup speaker or content if someone doesn't show
□ Send attendee reminder email with link and tech tips

Pre-event communication template (sent 1 day and 1 hour before):

Subject: [Event] is tomorrow—here's what you need to know

Hi [Name],

We're excited you're joining us for [Event] tomorrow!

Quick logistics:
├─ Date/time: [Date] at [Time] [Timezone]
├─ Zoom link: [Link]
├─ No Zoom yet? [Download link]
└─ Dial-in: [Phone number and PIN]

Tech tip: Join 10 minutes early to test audio/video.

The agenda:
├─ [Item 1] – [Speaker/topic]
├─ [Item 2] – [Speaker/topic]
└─ [Item 3] – [Q&A/discussion]

Questions before the event? Reply to this email.

See you tomorrow!
[Your name]

During the live event (in-person)

Real-time team communication:

Roles during event:
├─ Host/emcee: Follows agenda, introduces speakers, manages timing
├─ Audience manager: Moves people around, manages energy, checks in on accessibility
├─ Social media: Live-tweeting, Instagram stories, community channel updates
├─ Tech/AV support: Manages slides, audio, video, backup plans
├─ Registration/check-in: Manages attendee entry, merch, name badges
└─ Photographer: Captures content for follow-up marketing

Communication channel: [Slack channel / WhatsApp / Walkie-talkie]
Emergency contact: [Primary organiser number]

Key timings:
├─ [Time]: Setup complete; attendees arriving
├─ [Time]: Official start
├─ [Time]: Break (if applicable)
├─ [Time]: Q&A or panel discussion
└─ [Time]: Wrap-up and next steps

Live social media strategy:

Platform	What to share	Frequency	Purpose
Twitter/X	Key quotes, event updates, speaker highlights	Every 15-30 mins	Live updates for those not attending
Instagram Stories	Behind-the-scenes, attendee candids, energy	Every 30-60 mins	Community engagement and FOMO
LinkedIn	Key insights, speaker commentary, company announcements	Every 30-60 mins	Professional content for B2B audience
Internal Slack	Photos, moments, team celebration	Real-time	Team celebration and morale

Live social media post templates:

Quote tweet: "[Key quote from speaker]" – [Speaker name] at [Event] #[hashtag]

Photo caption: "Check out the energy at [Event]! [Attendee count] leaders gathering to discuss [topic]. #[hashtag]"

Insight: "[Key learning or moment]" The conversation on [topic] is real. Follow along at [Event] #[hashtag]"

Call to action (for those not attending): Missing this? Replays coming to [email/platform]. Sign up → [link]

Live chat/moderation strategy (virtual events):

Moderator responsibilities:
├─ Monitor chat for questions and direct to speaker
├─ Welcome people as they arrive
├─ Manage off-topic or problematic messages (delete, warn, mute if necessary)
├─ Flag particularly good questions for Q&A
└─ Engage with participants (answer FAQs, celebrate participation)

Chat management:
├─ Welcome message: "Welcome to [Event]! Use this chat to ask questions and connect with fellow attendees."
├─ Polling questions: Use polls to drive engagement ("What brought you here?")
├─ Q&A management: "Hold your questions for [time]; we'll have a live Q&A then."
├─ Energy management: "[Name] just asked a great question—[Speaker], over to you."
└─ Off-topic: Delete promotional links, mute for spam, warn for inappropriate content

During the live event (virtual)

Tech contingency plan:

If speaker can't join:
├─ Switch to backup speaker
├─ Show pre-recorded message
├─ Move to different agenda item
└─ Communicate to attendees: "We're switching to [Plan B]. Thanks for flexibility!"

If Zoom crashes:
├─ Immediate Slack/email: "Technical difficulty. Reconnecting now. Link: [New Zoom link]"
├─ Call-in option: Provide dial-in number for attendees to switch to
└─ Have backup platform ready (Google Meet, etc.)

If internet fails:
├─ Switch to phone/dial-in call
├─ Apologise for technical difficulty
└─ Commit to recording/replay access

Attendee communication during event:

If running late:
"We're running 10 minutes behind. Grab coffee—we'll start at [new time]. Thanks for your patience!"

If cutting content short:
"We have amazing Q&A questions, so we're trimming some content to give more time to speakers.
Full slides will be available after."

If pivoting agenda:
"We've changed the order based on attendee interest. Here's what's happening now: [Change summary]"

After the event:
"Thank you for being part of [Event]! Replays, slides, and speaker info coming tomorrow.
See you at [next event]!"

Phase 4: Post-Event (Immediately After to 4 Weeks After)

Week 1 after event

Immediate follow-up (24-48 hours):

Who	What	When
All attendees	Thank you email + recording link + slides	Within 24 hours
Registrants who didn’t attend	”Here’s what you missed” + recording link	Within 48 hours
Speakers	Thank you note + feedback from attendees (quotes, engagement metrics)	Within 24 hours
Partners	Results summary + audience metrics + thank you	Within 48 hours
Internal team	Metrics summary + highlights + learnings + celebration	Within 48 hours

Post-event thank you email template:

Subject: Thanks for attending [Event]—here are the recordings

Hi [Name],

Thank you for joining us at [Event]! We loved having you there.

Here's what you need:
├─ Full recording: [Link with password]
├─ Slides and resources: [Link]
├─ Speaker bios and contact info: [Link]
└─ Next event announcement: [Date and link]

Highlights from the event:
- [Key learning 1 or quote]
- [Key learning 2 or quote]
- [Attendance metric or celebration moment]

Share your feedback: We'd love to hear what stood out for you. Reply here or fill out this quick survey → [Link]

See you next time!
[Your name]

Feedback collection:

Send post-event survey within 72 hours with:
□ Overall satisfaction (1-10 rating)
□ What did you like? (open text)
□ What could improve? (open text)
□ Would you attend next time? (yes/no)
□ Can we share your feedback publicly? (yes/no)
□ Can we contact you about future events? (yes/no)

Incentive: Offer small reward (discount, entry into raffle, exclusive content) for completing survey

Weeks 2-4 after event

Content repurposing and amplification:

Content piece	Possible uses	Timeline
Full recording	Blog post, email series, YouTube video, social clips	1-2 weeks
Speaker quotes	Social media, blog post, case study	1 week
Attendee testimonials	Marketing, website, speaker/event promotion	2-3 weeks
Slides/resources	Blog post, resource hub, LinkedIn posts	1-2 weeks
Photos/videos	Social media series, blog post, recap video	1-3 weeks

Clip and content strategy:

Week 1-2 after:
├─ Cut 30-60 second clips from event recording
├─ Extract key quotes and graphics
├─ Create social media carousel posts
└─ Share on YouTube, Twitter, LinkedIn

Week 3:
├─ Publish full blog post with highlights
├─ Feature speaker takeaways
└─ Include CTA to next event or resource

Week 4:
├─ Follow up with attendees who requested more info
├─ Share success metrics and highlights
└─ Solicit user-generated content from attendees ("Tag yourself in [Event] photos")

Email follow-up sequence (Weeks 2-4):

Email 1 (5-7 days after): "Here are the clips and key takeaways"
Content: Highlight video, key quotes, resource links
CTA: Share on social, give feedback

Email 2 (14 days after): "One attendee's story from [Event]"
Content: Case study or testimonial from attendee
CTA: Apply learnings, share experience

Email 3 (21 days after): "What's next?"
Content: Announcement of next event, related resources, speaker availability
CTA: Register for next event, book speaker for your org

Email 4 (28 days after): "Final reminder—[Next Event] is coming"
Content: Next event announcement, space is filling up
CTA: Early-bird registration

Ongoing engagement

Attendee community building:

Option 1: Email list
├─ Create segment: "Attended [Event]"
├─ Send exclusive content to this group
├─ Invite them to small follow-up events
└─ Ask for referrals

Option 2: Slack/Discord channel
├─ Create private channel for attendees
├─ Share extended recordings and resources
├─ Facilitate connections between attendees
└─ Announce next event early

Option 3: Community meetups
├─ Organise informal follow-ups (happy hours, office hours)
├─ Invite speakers for Q&A
├─ Build relationships for next event

Option 4: Advisory board
├─ Invite high-engagement attendees to feedback group
├─ Give them input on future events
├─ Create sense of ownership

Phase 5: Metrics & Analysis

Key metrics to track:

Metric	How to measure	Target
Promotion efficiency	Registrations ÷ emails/ads sent	5-10% conversion
Attendance rate	Attendees ÷ registered	60-75% for in-person; 40-60% for virtual
Engagement	Questions asked, poll responses, chat activity	20%+ engaging during event
Satisfaction	Survey rating	4.0+/5.0 average
Content reach (post-event)	Recording views, blog post views, social shares	50%+ of attendee base
Follow-on conversion	Attendees who buy, convert, or sign up for next event	10-25%
Amplification	Social media mentions, blog posts, word-of-mouth	[Track volume of mentions]

Post-event metrics report template:

[Event name] – Results Summary

Attendance:
├─ Registrations: [X] (Target: [X])
├─ Attendees: [X] (Attendance rate: [X]%)
├─ No-shows: [X]
└─ Peak concurrent (virtual): [X]

Engagement:
├─ Questions asked: [X]
├─ Poll responses: [X]%
├─ Chat messages: [X]
└─ Satisfaction rating: [X]/5.0

Content (post-event):
├─ Recording views: [X]
├─ Blog post views: [X]
├─ Social impressions: [X]
└─ Generated leads: [X]

Financial (if applicable):
├─ Total cost: [£X]
├─ Cost per attendee: [£X]
├─ Revenue generated: [£X] (if ticketed)
└─ ROI: [X%]

Feedback highlights:
└─ [Top 3 positive comments from survey]

Improvements for next event:
└─ [3-5 things to change based on feedback]

AI prompt

Base prompt

You are an event communications strategist. I'm planning [EVENT TYPE] on [DATE].

Event details:
- Format: [In-person / Virtual / Hybrid]
- Expected attendance: [Number]
- Key audience: [Who they are]
- Main goal(s): [Build attendance / Educate / Generate leads / Community building]
- Main speakers/guests: [Names and topics]
- Budget: [Available budget for promotion]

Create a complete event communications plan including:
1. Pre-event promotion timeline (12 weeks out to event day)
2. Messaging framework and key talking points
3. Email sequence from announcement to confirmation
4. Social media strategy and posting schedule
5. Live event communication plan (speaker briefs, attendee experience, moderation)
6. Post-event follow-up and content repurposing
7. Metrics and success definitions

Requirements:
- Be specific with timing and ownership
- Include templates for key emails and social posts
- Address both attendees and no-shows in follow-up
- Include contingency plans for technical issues
- Make it actionable, not theoretical

Format with clear phases: Pre-event, Promotion, Live, Post-event

Prompt variations

Variation 1: For large in-person conferences (500+)

Design event communications for a large conference including:
- Multi-venue coordination and wayfinding
- Real-time Slack/Discord management during event
- Breakout session promotion and updates
- Speaker coordination and messaging
- Attendee networking facilitation
- Post-event community building and mentorship matching

Include specific comms for sponsors, speakers, volunteers, and attendees.

Variation 2: For virtual product launch event

Create event communications for a virtual product launch including:
- Pre-launch teaser and hype-building sequence
- Live demo and keynote communication
- Exclusive content for attendees vs. recording viewers
- Interactive elements (polls, Q&A, breakout rooms)
- Media coverage and press relations
- Post-launch momentum and availability expansion

Focus on driving awareness and early adoption.

Variation 3: For community workshop or training

Build communications for a community-focused workshop including:
- Participant onboarding and expectations-setting
- Pre-workshop preparation materials
- Hands-on facilitation during workshop
- Attendee connection and networking
- Skills reinforcement and accountability post-workshop
- Alumni engagement and continued learning pathways

Emphasise community building over promotion.

Variation 4: For industry summit or networking event

Design event communications for a summit focused on networking including:
- Attendee profiles and matchmaking communication
- Agenda flexibility and spontaneous connection opportunities
- Live updates and trending topics
- Speaker Q&A and panel participation
- Post-event connection facilitation (introductions, follow-up)
- Ongoing community and next summit announcement

Focus on relationship building and authentic connection.

Variation 5: For recurring event series

Create communications for an ongoing event series including:
- Seasonal or monthly promotion timeline
- Building momentum across multiple events
- Tracking and rewarding repeat attendees
- Community identity and loyalty building
- Scaling comms as event grows
- Feedback loops to improve each iteration

Emphasise consistency, community ownership, and growth.

Human review checklist

Example output

Event Communications Plan: TechForward Summit 2026

Event: Annual 2-day in-person summit, 300 expected attendees, London

Phase 1: Announcement (8 weeks out)

Week 1: Leadership announces speaker lineup via email + press release
Week 2: Social teasers (“Meet the speakers”) and website launch
Week 3: First email announcement to existing community
Week 4: Paid social ads targeting prospects

Email sequence:

Week	Subject	Content
8	”Mark your calendar: TechForward Summit 2026”	Event dates, format, speakers, CTA: Save the date
6	”Meet the speakers—here’s what you’ll hear”	Speaker bios, talk topics, CTA: Register (early-bird pricing)
4	”Last week for early-bird pricing”	Registration reminder, attendee testimonials from last year, CTA: Register now
2	”TechForward is next week—here’s your checklist”	Logistics, parking, WiFi, agenda, speaker bios, CTA: Review agenda
1	”See you tomorrow—here’s everything you need”	Venue address, parking details, check-in times, speaker confirmation, CTA: Download agenda app

Live event roles:

Host/MC: [Name]
Tech/AV: [Name]
Moderator/Chat: [Name]
Registration: [Name]
Photo/content: [Name]
Sponsor coordination: [Name]

Post-event:

Day 1: Recording + highlights video
Day 3: Full blog post with key takeaways
Day 7: Case study from attendee
Day 14: Announcement of next summit

Success metrics:

250+ attendees (80%+ of registered)
75%+ satisfaction rating
50k+ recording views
30+ attendee testimonials for next year’s promotion

Community Response Library – Respond quickly to registrant questions and event day inquiries
Partner Amplification Plan – Get partners to promote the event to their audiences
Moderation Guidelines & Escalation – If hosting live chat or community discussion during event
Crisis Communication Protocol – If event-related issue becomes public
Post-Event Impact Measurement – Measure long-term ROI and outcomes from event

Tips for success

Start promotion earlier than you think you need to Most people decide whether to attend within 2 weeks of the event. But awareness builds over weeks, so start 8-12 weeks out with casual mentions, then ramp up urgency in the final 4 weeks. Early promotion feels like too much because nothing feels urgent—that’s fine. Keep planting seeds.

Make the experience better than the promotion promised The best marketing for your next event is an attendee who felt respected and got value from this one. Oversell in promotion; overdeliver in experience. If they came for the speakers, make the networking exceptional. If they came for learning, include inspiring moments.

Coordinate across teams before the event Misalignment between what sales is saying, what marketing is promoting, and what the event actually delivers creates friction. Get alignment on core message, audience segment, and success metrics weeks before promotion begins.

Test the user journey before going live Register as a test attendee. Go through the email sequence. Click the links. Check if the Zoom link works. Join the event early. Most technical disasters are preventable if someone just tests before launch.

Create a real-time communication plan for day-of Don’t wing it. Brief your team on roles, timing, contingencies, and emergency contacts. Run a tech rehearsal 1-2 days before. Have a Slack channel open during the event for real-time comms. Unclear roles lead to gaps and mistakes.

Common pitfalls

Promoting until the day before, then going silent People forget why they registered. Send a final reminder 24 hours before with the Zoom link and what to expect. Morning-of reminders are even better (though annoying at scale).

Assuming virtual attendance means lower engagement Actually, virtual events often require more active facilitation. People at home are more likely to zone out. Use polls, breakout rooms, chat engagement, and interactive elements to keep them present.

Ignoring the attendee experience in favour of speakers A great speaker doesn’t make a great event if registration is confusing, the venue is bad, or logistics are unclear. Design the experience, not just the content.

Not capturing contact information from attendees You spent all this money and effort to get 300 people in a room. Take their email addresses, job titles, and interests. Build a segmented list for future events and follow-up. That list is the ROI.

Expecting post-event engagement without building relationships “Here’s the recording” isn’t engagement. Create pathways for attendees to stay connected: private community, monthly office hours, early access to next event. Make them feel part of something, not just recipients of content.

Last updated: 2026-01-30