Whether it’s a grand opening for a new location, a seasonal celebration, or catering towards more events and group tours, events require more than just creativity. It demands a strategic approach. An event playbook can be your ultimate guide.
From pre-event planning to post-event follow-up, a well-thought-out playbook ensures every detail is executed flawlessly, leaving your guests impressed and coming back for more. It all boils down to the art of experiential marketing, which, as you have it, is also known as event marketing.
This strategy focuses on creating an emotional connection with customers through memorable experiences. In this guide, we’ll walk you through the essential components of an event playbook, a planning tool that will help you do just that.
- What is an event playbook?
- Should you have an event playbook as an attraction?
- What should be in your event playbook?
- Pre-event planning
- Marketing your event
- During the event
- Post-event follow-up
What is an event playbook?
An event playbook is a comprehensive guide that outlines everything that needs to be done to effectively throw an event. Think of it as your go-to manual for event marketing — a detailed blueprint that ensures no detail is overlooked and keeps your team on the same page.
Event marketing is a powerful way to build brand recognition and guest loyalty. For tours and attractions, an event playbook might include everything from how to market the experience to event logistics, like staffing, ticketing, and safety protocols.
A strong event playbook allows your team to replicate successes or pivot based on feedback, ensuring the event improves year after year. In other words, it’s a key resource for any attraction looking to create consistent, high-quality events that bring guests closer to your brand.
Should you have an event playbook as an attraction?
Whether you’re hosting seasonal events or exclusive experiences for large groups, having a structured playbook helps you rinse and repeat, no matter the size or type of event.
For example, if your attraction hosts a Halloween-themed night every year, a playbook could include vendor agreements, a marketing schedule, team assignments, guest engagement strategies, and a contingency plan for bad weather. The result? A well-executed event that not only meets expectations but also makes guests want to come back.
A well-crafted playbook also keeps your team aligned: Everyone’s roles and responsibilities are neatly laid out, and deadlines help prevent last-minute scrambling. The more prepared your team is, the smoother the event will run and the happier your visitors will be.
Another major benefit of a strong event playbook is that it demands post-event evaluations. You’ll have access to a step-by-step guide on collecting guest feedback and insights on the key metrics you should track.
In short, an event playbook is an investment in your attraction’s success. It provides the structure needed to deliver seamless events year after year.
What should be in your event playbook?
Whether hosting a museum gala, a seasonal festival at your theme park, or a guided tour anniversary celebration, an event playbook provides structure and clarity. At its core, it should break down the entire event lifecycle into key manageable phases:
- pre-event planning
- marketing your event
- event-day execution
- post-event follow-up
Within each of these phases, the playbook should feature checklists, timelines, responsibilities, budgets, and contingency plans. Below, we’ll break down each section to give you a solid idea of what this looks like in practice.
Pre-event planning
The pre-event planning stage lays the groundwork for your upcoming event. Here, you’ll clarify your vision, align resources, and set the tone for the guest experience. This section will guide you through the crucial steps to prepare for your event, with actionable strategies and best practices to keep your planning organized and on track.
Defining your event objective
Every successful event starts with a clear purpose. Defining your event’s objective gives you a solid foundation to plan effectively and measure success later on.
Ask yourself: Why are we hosting this event?
Is it to increase brand awareness, boost bookings, celebrate a milestone, or introduce a new product? Your objective will influence everything from the theme and audience to your marketing strategy.
Use the SMART framework to ensure your objective is Specific, Measurable, Achievable, Relevant, and Time-bound. For example, your goal might be something like, “We aim to boost brand awareness by increasing social media mentions by 30% during the event.” This goal focuses on social media engagement, giving you a clear metric to measure before, during, and after the event.
Setting a budget
Money matters. Defining a clear budget early on prevents unexpected expenses from piling up. This includes everything like venue rental, marketing costs, catering, and equipment.
Once you’ve defined your objective, you’ll have a better idea of what kind of event you’ll be hosting. Then, you’ll create a spreadsheet with categories like venue, catering, tech rentals, marketing, decor, staff, and contingencies. The next step is to get quotes for each category; this will help you set realistic estimates. Then, allocate a portion of your budget (around 10% to 15%) for unforeseen expenses.
Allocating resources
An event isn’t a one-person job. You must establish a dedicated team and delegate tasks to each staff member. This section of the event playbook will ensure every detail is accounted for.
Start by identifying the necessary roles to host your event. This might include an event coordinator, marketing lead, tech specialist, and logistics manager. You’ll then assign specific team members their tasks and provide them with clear deadlines. It helps to use project management tools like Trello, Asana, or Slack to keep track of progress in each area.
Choosing a venue
Your venue is incredibly important, as it sets the stage for the entire event! From location to logistics, the right venue can make or break your guest experience. When considering where to host your event, keep this checklist in mind:
- Location and accessibility (parking, public transport availability)
- Capacity to accommodate the expected number of guests comfortably
- Availability of A/V equipment and WiFi
- Catering facilities or partnerships with local vendors
- Adequate restroom facilities
- Weather backup plans for outdoor events
- Does it align with the overall concept and theme of your event?
Event concept and design
The concept and design of an event refer to the creative framework and visual execution that brings it to life. It’s the “big idea” behind the experience, combined with design elements that support your theme, purpose, and brand identity. This translates to how the event space is laid out and decorated. Essentially, it’s about crafting a cohesive experience that leaves a lasting impression on attendees and ties back to your goals.
Let’s say an outdoor adventures operator wants to host A Wildlife Conservation Gala. The event’s concept would be to raise awareness and funds for wildlife conservation efforts. The theme could be “A Night in the Wild,” transporting guests to the heart of nature to connect them emotionally with the cause.
Design-wise, the venue is transformed into a lush, jungle-like environment with plenty of plans and a faux waterfall. LED-lit trees and projections of wildlife are used to enhance the ambiance. Circular tables arranged with centerpieces featuring small sculptures of endangered animals and information cards about conservation. As for activities, there’s a photo booth where guests can “stand” next to a virtual elephant. Meanwhile, the menu highlights sustainably sourced ingredients to align with the event’s conservation message.
By tying the design back to the event’s concept and purpose, you create a cohesive experience that resonates emotionally with attendees.
Event branding
Your event is an extension of your brand, so make it memorable. As highlighted in the example mentioned above, there are several opportunities to make your brand stand out when thinking about the concept and design of the event. From aligning the decor with your brand to creating a playlist that sets the right mood, your brand should be present in every aspect of the event.
Take it a step further and consider creating a logo or tagline specifically for the event. Be sure to use consistent branding across all your marketing materials, including invites, signage, social media, and merchandise. Speaking of merchandise, creating event-specific products like tote bags or water bottles can help boost the event’s bottom line and drive more brand awareness. That being said, branded giveaways are also a great way to send your products home with your guests.
Event software and tools
Technology simplifies every aspect of event planning. From ticketing to managing RSVPs, the right software can make a world of difference. Here’s a list of potential tools that can help you manage your event efficiently:
- Event Registration: Eventbrite, Splash, or booking software like Xola
- Marketing Automation: HubSpot or Mailchimp for email campaigns
- Social Media Scheduling: Hootsuite or Buffer for pre-scheduled posts
- On-Site Check-In: Zkipster or Boomset for efficient guest entry
Selling sponsorships
Sponsorships provide a mutually beneficial relationship: you gain financial support or in-kind resources to meet the needs of the event, while sponsors receive valuable exposure to your audience. By partnering with like-minded brands, you can offset event costs as well as build credibility through association with recognized brands. Meanwhile, your sponsors benefit from engaging with a specific audience in a more meaningful way.
To secure a partnership, first create a sponsorship proposal highlighting your audience demographics and the potential ROI of the event. Consider offering tiered sponsorship packages with varying levels of visibility. For instance, a “gold package” could include prominent logo placement on event materials, while a “bronze package” might offer logo placement on promotional emails only.
This approach creates opportunities for smaller, local businesses to participate, while still providing premium opportunities for larger brands seeking more exposure.
Preparing your event agenda
A well-crafted agenda is the backbone of any successful event, ensuring every moment flows seamlessly. Map out every moment, from setup to teardown. Here’s a template you might use, adding the necessary activities under each section:
- Setup and Preparation (Pre-Event): 2-4 hours before the event starts
- Venue setup (staging, seating arrangements, AV equipment, and decor)
- Registration desk setup, including attendee lists and badges
- Attendee Arrival and Registration (Start of Event) 30-60 minutes before the main event begins
- Event Opening (Kickoff: First 15-20 minutes of the event
- Main Sessions or Activities: Core blocks of 30-60 minutes each, depending on the agenda format
- Breaks and Networking Opportunities: 15-30 minutes between major sessions
- Lunch or Dinner (for full-day events): 60-90 minutes, depending on the format
- Afternoon Activities or Closing Sessions: 1-3 hours
- Wrap-Up and Closing Remarks: Last 15-20 minutes of the event
- Teardown and Post-Event Cleanup: 1-2 hours after attendees leave
- Post-Event Follow-Up: Send thank-you emails to attendees, speakers, and sponsors
Training your event staff
Your event staff are the face of your attraction during the event. Ensure they’re well-prepared to deliver exceptional service and address any challenges. Make sure to host at least one training session to go over the event plan and individual roles. Provide each staff member with a cheat sheet with FAQs, including detailed actions to take if problems arise. The sheet should also contain key contact information detailing who to contact, when, and for what. Finally, equip your staff with the right tools, whether walkie-talkies or mobile real-time communication apps.
Marketing your event
Below, we break down key strategies to market your event effectively.
Building a marketing strategy
A solid marketing strategy serves as the foundation for promoting your event. It outlines who you’re targeting, the message you want to communicate, and the platforms you’ll use to reach your audience. Here’s an overview of what that might look like:
- Define your audience. Identify your ideal attendee personas. Outline their characteristics, including age, interests, and location. For example, a museum might target families with children from 5 to 12 years old interested in science.
- Set clear goals. Determine what success looks like. Are you aiming for a specific number of attendees, ticket sales, or social media mentions?
- Set your timeline. Create a marketing timeline that starts well before the event and builds momentum as the date approaches. Include pre-event promotions, on-the-day engagement, and post-event follow-ups.
- Craft key messaging. Develop messaging highlighting your event’s unique selling points. For instance, if there’s an exceptionally unique interactive exhibit, focus on that.
- Allocate resources. Determine your marketing budget and assign roles to your team. Ensure someone is managing social media, email campaigns, and partnerships.
Social media marketing
Think about your social media presence and how you might use it to promote your event. Focus on platforms where your audience is most active. Instagram is especially effective for visual storytelling, while Facebook can be great for event pages and RSVPs.
Every successful social media campaign thrives on a content calendar. Make a cohesive social media schedule detailing when and where posts should be published leading up to the event. When creating your social content, consider sharing teasers and countdowns or other fun content that will engage your audience.
Finally, invest in targeted social media ads to reach a wider audience. Social media ads let you promote your posts to those not following you.
Influencers / local partnerships
Collaborating with influencers and local partners can amplify your event’s reach. Look for influencers in your niche who can showcase your event to their followers. For example, a food festival might work with local food bloggers or chefs to generate excitement. Give them free passes and behind-the-scenes access to encourage authentic promotion.
Another idea is to collaborate with local businesses or even your tourism board to spread the word. For example, a vineyard hosting a wine-tasting event could partner with nearby hotels to offer discounted stays for their guests. Strategic partnerships help reach a wider audience as they authentically promote your event to their audience members on their channels.
Traditional marketing tactics
Let’s not overlook traditional marketing methods, especially if your audience spans different generations or includes those less active online. Eye-catching flyers in high-traffic areas such as cafes and restaurants can still attract new visitors. Banners and billboards near your venue can also catch the attention of passersby. You can add a QR code on these flyers to send guests to your website, combining traditional marketing with digital tactics. An integrated marketing approach combining digital, influencer, and traditional tactics will help you reach a wider audience and maximize attendance at your event.
During the event
When event day arrives, your playbook will ensure you have everything you need to execute the experience flawlessly. Now, let’s look at the best practices that will guide your day-of-event operations.
Day-of-event execution
A successful event starts with a solid day-of checklist. Use this step-by-step plan to ensure all logistics are taken care of:
Example Event Day Checklist
- Staff briefing: Review assignments, schedules, key contact numbers, and emergency protocols with your staff before the event.
- Setup checklist: Ensure all equipment, signage, and displays are set up and tested early (including AV systems, lighting, seating, etc.)
- Registration desk: Double-check the guest check-in process.
- Tech check: Test microphones, screens, live streams, and other technology well before attendees arrive.
- Venue walkthrough: Do a final walkthrough.
- Team communication tools: Ensure everyone on your team knows how to get in contact with you and/or other supervisors.
- Signage: Confirm directional signage is displayed to guide attendees.
- Vendor coordination: Confirm arrival and setup with all vendors, such as caterers.
- VIP guests: Assign a dedicated staff member to look after VIPs, speakers, or performers, ensuring they have everything they need.
- Emergency supplies: Have a kit of essentials ready like first aid items, extra chargers, duct tape, scissors, and backup pens.
Coordinating with sponsors and partners day of
Confirm all sponsor booths, banners, and branded materials are displayed correctly and in the right location. Ensure that your sponsors have a final schedule of events and know who to go to if any issues arise. It may be helpful to assign a liaison from your team to assist them with any questions or needs. Throughout the event, check in with your sponsors to ensure everything is running smoothly. Are they happy with their level of visibility? Are your guests engaging with them? Post-event, this feedback will help you improve future collaborations.
Managing attendee experience
Your guests are the heart of your event! First impressions matter, so make sure to greet them warmly as soon as they arrive. Clear signage and a smooth flow of movement through the event will help prevent bottlenecks, and strategically staged staff members will ensure all visitors are cared for. Depending on the size of your event and venue, it may be helpful to include a visible help desk where guests can go for help.
Providing your guests with ways to interact with your brand is very important. Think of interactive elements such as photo booths, live demos, or games that will make them feel like they’re a part of the event, thus creating a more memorable experience. Most importantly, have fun! Encourage your staff to smile and interact with your guests, creating a light and enjoyable atmosphere.
Putting out fires
Unexpected issues can always appear, no matter how solid your event playbook is. This is why the playbook should also have a section dedicated to putting out fires. The key to handling event-related problems is to stay calm and address them quickly, making this part of the playbook so important.
Here are some ways to be ready for the unexpected, whether it’s a late vendor or a technical glitch:
- Assign someone on your team to serve as the go-to problem solver.
- Have a backup plan for worst-case scenarios. For example, if a speaker cancels at the last minute, have another team member step in.
- Create a protocol on how to best communicate amongst your team when issues arise.
- Have a tech-savvy team member or hired professional on standby.
- Train staff to handle upset attendees gracefully and offer resolutions where possible, such as refunds or upgrades.
Post-event follow-up
Surprise! The playbook doesn’t end when the last guest leaves. We want to ensure we have a robust post-event follow-up strategy that lets you capture feedback from attendees. This feedback will help you improve future events. Now is your opportunity to evaluate how things went, as well as keep the momentum alive for just a bit longer.
Post-event survey
Of course, the most effective way to collect feedback is through post-event surveys. You can use digital tools like Google Forms, SurveyMonkey, or Typeform to create and distribute your survey. Keep your questions concise and easy to answer: Ask about specific aspects of the event like the venue, content, speakers, and activities. Give them some room to evaluate the overall experience.
Example survey questions:
- “What was your favorite part of the event?”
- “How would you rate the venue and facilities?”
- “Were the event activities engaging and valuable?”
- “Do you have any suggestions for improvement?”
Post-event communication
Reaching out to attendees after the event helps you build long-lasting customer relationships. Something as simple as a follow-up email keeps your brand fresh in their minds — and can lead to future bookings.
Best practices say to send a thank-you email within 24-48 hours after the event, including a personalized note expressing gratitude for their participation. You may also share photos and other content from the event. Don’t forget to include a link to the post-event survey in this email.
Pro Tip: Use social media to publicly thank attendees and sponsors while also sharing event highlights. Social sharing keeps the buzz alive even after the event has happened.
Analyzing survey feedback
What to do with all those survey responses? Without the proper analysis, customer feedback is useless. Here are some tips to analyze your post-event surveys:
- Categorize feedback into themes (positive, neutral, negative)
- Look for trends in responses. For example, it’s a clear area to address if multiple attendees complain about long wait times at check-in.
- Create a “lessons learned” document highlighting successes and improvement areas.
- Host a post-event debriefing meeting to share key insights with your team.
- Take action based on the customer input for your next event.
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An event playbook is your go-to guide for event planning. It’ll outline pre-planning activities, execution, and follow-up strategies. A playbook ensures consistency and minimizes errors. Now, it’s time to put your playbook into action.
