9:30 – 9:45 | Welcome, Introductions & Workshop Overview
9:45 – 10:30 | Turning Strategy into Action
Learn how to translate your marketing strategy into a practical delivery plan.
The session will cover:
- Translating strategy into marketing activity
- Identifying key campaign objectives and deliverables.
- Prioritising activity based on impact.
- Defining campaign milestones.
- Ensuring your marketing plan is realistic and deliverable
10:30 – 10:45 | Break
10:45 – 11:30 | Building Your Campaign Timeline
Create a realistic campaign schedule that keeps activity on track.
The session will cover:
- Creating a campaign schedule that works in practice
- Working backwards from event day
- Planning the right activity at the right time
- Keeping activity on schedule and meeting key deadlines
- Building flexibility into your plan
11:30 – 12:15 | Planning Content and Marketing Activity
Map the communications and promotional activity needed throughout the campaign.
The session will cover:
- Mapping content to key campaign stages
- Coordinating email, social media and digital activity
- Working with exhibitors, sponsors and partners
- Making the most of the content you create
- Maintaining consistency across channels
12:15 – 1:00 | Lunch
1:00 – 1:45 | Managing Budgets and Resources
Learn how to build a marketing plan that is realistic, practical and achievable within your available time, budget and resources
The session will cover:
- Allocating marketing budgets
- Prioritising activity when resources are limited
- Working effectively with agencies and suppliers
- Assigning roles and responsibilities
- Monitoring budgets and adjusting where needed
1:45 – 2:30 | Monitoring Performance and Optimising Campaigns
Learn how to keep campaigns on track and respond to results.
The session will cover:
- Tracking performance against your goals and KPIs
- Identifying opportunities to improve results
- Recognising when to adjust your campaign
- Adjusting activity during the campaign
- Reporting on marketing performance
2:30 – 2:45 | Break
2:45 – 3:30 | Workshop: Building Your Tactical Marketing Plan
Pull together everything you've developed throughout the day to create a practical marketing plan for your own event.
The session will cover:
- Bringing together timelines, channels and activities
- Reviewing responsibilities and resources
- Identifying risks and dependencies
- Creating a practical marketing plan ready to put into action
3:30 – 3:45 | Wrap-Up & Key takeaways
