Introduction
Organising an event is a challenge in itself. But publicising it, making it unforgettable and attracting the right audience... that's quite an art. And that art is called the event communication plan. All too often neglected or botched, it's the key to raising the profile of your project, creating excitement and maximising spin-offs.
There's no question of posting two visuals on Instagram in a hurry. A good communications plan is a well thought-out, structured strategy that is in line with your objectives, your targets, your values... and above all your event. Whether you're organising a trade show, a festival, a conference or a product launch, this article will show you how to put together an impactful, coherent and effective communication plan.
Why is a communication plan essential for your event?
Giving your event visibility
You've been working on your event for months, but if nobody knows about it... what's the point? Communication is what turns an internal project into a recognised public event. It's what attracts the right audience, at the right time, with the right message. A well thought-out communications plan will enable you to raise your profile through a variety of channels (social networks, press, posters, emailings, etc.), create a coherent image and position your event in the minds of your target audience.
Mobilise your audience and create engagement
What you want is not just for people to know that your event exists. You want them to register, to come, to participate, to talk about you. In short: you want to engage your audience. Thanks to tools like storytelling, teasing, the use of hashtags, or the use of influencers or ambassadors, a good communication plan helps you to create an emotional relationship with your audience. And that's where the magic happens.
Step 1 : Define your communication objectives
Quantitative vs. qualitative objectives
Before rushing headlong into creating content or printing flyers, ask yourself the essential question: why are you communicating? Your objective can be quantitative (attract 500 participants, get 1000 views on your video, generate 200 registrations) or qualitative (improve your image, create awareness, build a loyal community). Clarifying your objectives from the outset helps you to focus your actions, choose the right tools and measure your results.
Performance indicators (KPIs) and ROI
Once your objectives have been set, identify the KPIs (Key Performance Indicators) that will enable you to monitor the real impact of your communication. This could be the number of visits to your dedicated website or landing page, the open rate of your emailings or the number of registrations or tickets sold. These indicators will be your compass throughout the campaign.
The ultimate goal is often the return on investment (ROI). How much have you invested in your communication? What benefits did you get out of it? New contacts? Increased visibility? Record registrations? Ask yourself what lessons you can learn for your next actions.
Step 2 : Identify your target audience
Understand the participant profiles
Knowing who you are targeting is the most important thing. Are you targeting students, professionals, journalists, families, influencers? Depending on your audience, the tone, channels and media will not be the same. Take the time to draw up typical profiles, to identify their media consumption habits, their expectations and their motivations. This will prevent you from speaking in a vacuum.
Adapt the tone and messages to each audience
An event can have several audiences, and each will have its own codes. You may need to adapt your message: more institutional for funders, more fun for young people, more technical for professionals, more emotional for the general public. Tone is a powerful tool: it creates links and trust, and can even reflect the values of your event. Be consistent and human when you speak.
Step 3 : Determine the key messages
Work on the catchphrases, storytelling and slogan
A good message is also a good hook. You need to be able to sum up the essence of your event in one clear and engaging sentence. Storytelling is the art of giving meaning to your event. By structuring your communication around a coherent narrative, you will reach your audience well beyond the merely informative aspect. A well-chosen slogan can become a real tool for spreading the word.
Add to this a unique, short, recognisable official hashtag. It can be used to centralise online discussions, track mentions and boost virality on social networks. Remember to use it on all your media: posters, website, goodies, photocalls, etc.
Respect the visual identity and graphic charter
Your event must have a strong visual identity: logo, colours, typefaces, visuals, style of photos, etc. All your media must follow a consistent graphic charter, to reinforce the visual recognition of your project. The visual aspect is essential: it immediately conveys the tone and world of the event. Is it fun, serious, eco-responsible, cultural or professional? Your design should reflect this without you even needing to read the content.
Step 4 : Choose the right communication channels
Traditional and digital media
Don't underestimate traditional communication. Street posters, well-placed flyers, a local radio advert or an interview in the regional press can all make a difference. Well-written press releases and press packs are always a great way of attracting journalists' interest, especially if your event has a civic, innovative or social dimension.
These days, it's impossible to ignore digital media. Social networks are great ways of creating links, teasing out content, engaging a community and relaying practical information. Email campaigns are also very effective, especially if you already have a base of qualified contacts. And don't forget the dedicated website or an optimised landing page.
Partnerships, sponsorship and ambassadors
You don't have to carry out all the communication on your own. Think about strategic partnerships with local companies, media, associations or influencers. Their channels then become your relays.
Sponsorship can also bring you not only financial support, but also cross-visibility. And if you have ambassadors for the event (speakers, artists, presenters), involve them in the broadcast: a post from them is sometimes worth more than a whole advertising campaign.
Step 5 : Roll out the content strategy
Teasing before the event
Teasing is the art of creating anticipation. Even before officially announcing your event, you can plant clues, ask your community questions, publish vague visuals or share anecdotes about the preparations. This creates curiosity and commitment.
Content to be broadcast during the event (live, recording, stories)
During the event, your communication doesn't stop - quite the contrary. This is the time to share the event live with those who were unable to attend, or to enhance the experience of participants. Publish real-time Instagram stories, Facebook live streams, video clips, punchy tweets... If you have the resources, think about video recording or streaming.
Post-event : testimonials, replays, press coverage
After the event, it's time to make the most of it. Gather testimonials from participants, share the best moments, publish photos of the photocall, results, participation statistics, behind the scenes footage... The aim? Keep the communication going, thank your partners and build audience loyalty. A shared report on your channels and a post-event press kit are excellent tools for bringing the campaign to a close and preparing for what comes next.
Step 6 : Set up a communications calendar
Good communications cannot be improvised on a day-to-day basis. You need to draw up a precise, structured communication schedule that allows you to coordinate your actions over time. This editorial schedule should cover the phases before, during and after the event. Set milestones for each action. Everything must be anticipated and, above all, realistic.
Planning promotional actions
Each phase of your event has its own purpose :
- Before : publicise, tease, arouse interest
- During : bring the event to life live, create commitment
- After : enhance, thank, build loyalty
Keep all your actions in line with this natural rhythm, so that you don't forget anything and maximise the impact of each publication or action on the ground.
Organise distribution and strategic reminders
Think about reminders too: a reminder to register on D-7, a text message for registrants the day before the event, a summary post on D+1, etc. These strategic touches boost participation and show that your communication is under control right to the end.
Step 7 : Manage physical communication media
Goodies, photocalls, merchandising
Goodies (pens, tote bags, notebooks, etc.) are all useful objects that prolong the memory of your event in the minds of participants. A well-placed photocall encourages people to share your event on social networks, especially if you add your logo and hashtag! And if your event lends itself to it, don't hesitate to create a range of merchandising (t-shirts, mugs, posters, etc.), which can even become an additional source of income.
Visual consistency and impact on site
All your physical media must respect your visual identity. The same graphic style, the same colours, the same key messages. It's this consistency that makes your communication professional and impactful, both online and in the field.
Step 8 : Evaluate the results and adjust for the future
Monitor KPIs and ROI
Use analysis tools to monitor your performance directly: Google Analytics for the website, Meta Business Suite for social networks, Sendinblue for email campaigns, etc. Record everything : click-through rates, impressions, conversion rates, press returns. This will tell you what has worked and what can be improved.
Calculate your return on investment : how much did you spend? How many participants or registrations did you get? What media coverage did you generate? This communications report will help you justify your choices, convince your partners and prepare your next event even better.
Analyse the impact (press, networks, feedback)
Collect as much qualitative data as possible: feedback from participants, mentions on networks, articles published, photos shared, etc. All this will enable you to measure the real impact of your communication. And don't forget to carry out a post-event survey to get concrete feedback.
Conclusion
An event communication plan is not just a to-do list of publications. It's a real strategy, designed to tell a story, mobilise an audience, give meaning to your project, and above all... make it known far beyond its date.
Whether you're organising a small local event or a major national event, these steps will help you to structure your approach to your event.
Q&A
What is the ideal duration of an event communication plan ?
Ideally, start 3 months before the event. This gives you time to tease out and build your audience, and to roll out your messages gradually. Adapt according to the scale of the event.
How do you define your key messages ?
Identify what you want to convey: a benefit, a value, an emotion. Then translate this message into a strong catchphrase, a punchy slogan and an identifiable hashtag. Keep it simple, clear and consistent.
Which channels should be used depending on the audience ?
If your audience is young: Instagram, TikTok, Snapchat; for professionals: LinkedIn, newsletters, specialist press. Local audiences: regional press, billboards, local radio stations. Mix channels according to your target audience's habits.
When should you launch your pre-event communication ?
Launch a teaser 2 to 3 months before the event, then active communication at 30 days, with regular reminders right up to the big day. Don't forget the replay and post-event thank-you notes to maintain the relationship.
How can you assess the effectiveness of your communication plan ?
Analyse your KPIs (clicks, shares, views, registrations), your qualitative feedback (comments, testimonials), and your press and influencer coverage. Compare your results with your initial objectives to measure ROI.
