How to write an Event Proposal

For all of you who work in Marketing, Advertising, Public Relations or Retail and have no experience in Event Planning, here you have a simple template on how to write an Event Proposal. The table was created for a Fashion event but of course, you can customize it, adding or deleting the information you need.

NAME OF EVENT

EVENT PROPOSAL

Try to keep the name short and straight to the point. If the event is about the launch of a special collection, use the name or the theme of the collection, e.g., Fun Japan (Marina Rinaldi S/S16 in collaboration with Tsumori Chisato); Afternoon tea with a stylist (Marina Rinaldi April 2016), etc.

– Background. Explain the idea behind the event, what links the event to your company and why is important to host that particular event.

– Objectives. What is your company getting from it? Is it an opportunity to invite prospective clients, achieve money targets, networking or is about reputation? You will have to explain a bit more the objectives further down so just give some highlights on what is in for the company, what will they get from this activity.

These tables below will help you present your proposal to your superiors clearly.

GENERAL
Name
Date and Time
Location
Description/ Theme
Partners Budget Are you hosting the event with some other company?
Budget Estimated costs – you will give some numbers in the following table
Projected number of attendees How many people do you expect to attend?
OBJECTIVES Objectives Message Target Audience
Objectives
  • Write them down with bullet points and remember that they must be realistic and measurable. E.g., “To launch the capsule collection in London store and show it to 20 customers during the event”.
Message COST BREAKDOWN  

Again, what is that you want to communicate during the event? Do you want to launch a new product or to entertain your clients? Do you want to promote a service you already provide?

Target Audience  Who is attending the event?
COST BREAKDOWN
VENUE
CATERING
CLOAKROOM SERVICE
PHOTOGRAPHER
DJ
MODELS
MAKE UP AND HAIR
GOODIE BAGS AND PRESS KITS
INVITATIONS AND POSTAGE
SOCIAL MEDIA AND PR ETC.
ETC.
ESTIMATED COSTS SUGGESTED SCRIPT The final costs will be provided after the event
SUGGESTED SCRIPT
From … to … Outline the programme for the duration of the event. First the welcome, then maybe an introductory speech, etc.

If necessary, you can include here how long it would take you to organise the event. Do you need to allocate 10, 15 or maybe 30 hours to book the venue, choose the catering, send the invitations and wait for the RSVP?

Do keep it simple, the most important thing is to have a clear message and to invite the right people. Make sure that if you are launching a new product, you invite your loyal clients and future partners but if you are celebrating or promoting a service you already provide, it would be interesting to invite prospective clients -for them to see what you`ve achieved- and loyal partners to share the celebration with them.

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