Agency Event Brief

Project
Date

WHAT IS THE TASK / OBJECTIVE?

(Why are you doing these events and how do they tie into your company’s business
objectives?)

WHO ARE WE TALKING TO?

(Who are the audience and what makes them tick? Numbers and their
geographies.)

WHERE ARE THEY NOW?

(What is their current mind-set and morale? Any major changes in circumstances)

WHERE DO WE WANT THEM TO BE AFTER THE PROGRAMME?

(How do we want them to feel and act afterwards?)

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Agency Event Brief
WHAT IS THE ARGUMENT THAT WILL TAKE THEM FROM WHERE THEY
ARE TO WHERE WE WANT THEM TO BE?

(What are the key messages that will influence them?)

WHY SHOULD THEY BELIEVE IT?

(Do we have any proof points to use?)

TONE OF VOICE
(How should we talk to them? Who will be the voices/speakers at the events?)

MANDATORY ELEMENTS
What must we absolutely include (or exclude)?

MEASUREMENT
What does success look like?

TIMESCALE AND GEOGRAPHY

When are the events and where?
How long?

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Agency Event Brief
AGENCY RESOURCES
What manpower and services the client needs for the project?

Creative design
Messaging
Scriptwriting
PowerPoint production
Video Production
Logistics
Venue search and liaison
Staging
Exhibition
Interactive games or activities
Equipment supply: lighting sound, projection, video relay
Photographer
Break outs
Speaker training
Evening entertainment

USEFUL TO KNOW
Any background, pitfalls or insights?
What you did at the last conference in terms of theme, venues etc.

BUDGET £
What’s the range – lowest and highest?

DEADLINE
When we need a response to this brief?

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