Event Marketing Brief

Company (Organization) Name: Enter company or organization name here. Event Name: Enter event name here. Event Dates: Enter dates of event here. Event Location: Enter event location here. Date Brief Prepared: Enter date brief prepared here. Brief Prepared by: Enter names and titles of individuals who prepared this brief. Brief Approval Routing: Name of Individual Name Name Name Name Title Title Title Title Title Date Submit ted 00/00/0 0 00/00/0 0 00/00/0 0 00/00/0 0 Date Approv ed 00/00/0 0 00/00/0 0 00/00/0 0 00/00/0 0

Instructions: The following categories and questions are provided to help you prepare an event brief for a specific business show or event. These are only guidelines. Please include any additional information that will help in communicating your plans in the notes section at the bottom of this document template. The cells under each topic/heading will expand or contract to accept the text you enter, but they cannot be deleted from this form. These instructions can be deleted from the brief once completed. Opening Statement What single outcome do you expect to achieve through the Company's participation at this event? This should be a succinct, declarative sentence or two. Market Situation Specifics on the market you are addressing through this event including statements on positioning, competitive situation, challenges the Company faces, and other information that can normally be found in a marketing plan. Market Objectives Served by the Event

Event Marketing Brief

Event Marketing Brief

What specific marketing objectives will the event directly serve? Reference the original plan. Event Strategy, Event Objectives, Key Messages, Target Audience(s) Off-Floor Activities e.g seminars, hosting, At-Show Merchandising/Promotion/Advertising Activities e.g. Show Daily Advertising, Banners Pre- and Post-Event Marketing Activities e.g. Pre-show mailings, post-show invites to special seminars Marketing Communications Integration What leverage is planned, if any, with press relations, consultant relations, advertising, direct marketing? e.g. keynote speaking, local advertising, product announcements

Business/partner integration What plans, if any, are there to coordinate and/or integrate business partners into the event or Company exhibit? Line item budget This should be a summary of expenses for the event, broken down by major expense categories: Factors to consider: Salaries Travel expenses Show / conference expenses Support advertising expenses Entertainment Marketing collateral materials Promotional items Measurement plan How will you determine that the event objectives have been accomplished? e.g. Return on Objectives Analysis, Post-event qualitative research, sales lead analysis and verification

Event Marketing Brief

Event Marketing Brief

Next Year Outlook Are you thinking about resigning this show for the following year? What issues are you facing with this event in the future? Notes or Additional Information Enter any additional notes about the event, preparation and follow up here. PRELIMINARY LINE ITEM BUDGET SUMMARY: (This should be a summary of expenses for the event, broken down by major expense categories.) LINE ITEM (EXPENSES CATEGORIES) Salaries Travel expenses Show / conference expenses Supporting advertising expenses Entertainment Marketing collateral materials Promotional items Enter other expense types here. Enter other expense types here. Enter other expense types here. Enter other expense types here. Enter other expense types here. Enter other expense types here. Enter other expense types here. Enter other expense types here. TOTAL EXPENSE Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount. Enter amount.

Event Marketing Brief