EVENT

PLANNING
SPRINT
WORKBOOK

Tämä työkirja on tekijänoikeussuojattu ja tarkoitettu ainoastaan Haaga-Helian opiskelijoiden koulutuskäyttöön.

© Event Planning Sprint 2023
Event Planning Sprint

1. 1. Define your audience

1. 2. Brainstorm the content of the touch points

3. Choose the most “catchy” content ideas

1. 4. Identify the moments that matter in the event

5. Build an event experience

 STEP 1

1 DEFINE YOUR
AUDIENCE EVENT BASICS AND AUDIENCE PROFILE
Designing a memorable event experience EVENT NAME EVENT AUDIENCE AUDIENCE ASPIRING
AND TYPE PROFILE EXPECTATIONS FEELINGS
requires a good knowledge of the target DURATION

audience.
In step 1, we define the basic information
about the event, as well as the profile of the
target audience, using the following
questions:

What type of event do you want to plan?

Who will attend the event?
How long does the event experience last?
What is the relationship of the participants with each other?
Why are they attending the event?
What kind of feelings should the event evoke?
Duration up to 30 min
-. Use the template on the next page to gather background information
- Finally, transfer the key information from step 1 to the draft event plan
 STEP 1 TEMPLATE

1 DEFINE YOUR AUDIENCE

What type of events do you want to plan? Who will attend the event? Gender and How long does the event experience last?
Seminar, product launch, customer event? age distribution, expertise? 30 min. / 2 days / not specified?

What is the relationship of the participants with Why are they attending the event? What kind of feelings should the event evoke?
each other? Power dynamics, relationships, history? Expectations, motivation, goals? Unwanted and unwanted feelings?
 EXAMPLE – STEP 1.

1 DEFINE YOUR AUDIENCE

What type of events do you want to plan? Who will attend the event? Gender and age How long does the event experience last?
Seminar, product launch, customer event? distribution, expertise? 30 min. / 2 days / not specified?

Networking event for Approx. 60% men Morning factual portion from 9
entrepreneurs Age range 20-55 am to 11:30 am
Entrepreneurs
Service providers Networking lunch from 11:30 am
to 1:00 pm

What is the relationship of the participants with Why are they attending the event? What kind of feelings should the event evoke? Unwanted
each other? Power dynamics, relationships, Expectations, motivation, goals? and unwanted feelings?
history?
Entrepreneurial colleagues in Traditional opportunity "with Enthusiasm,
the same area the same formula“ a sense of belonging
More contacts, Collaboration, and new knowledge
Potential competitors to each and even trade
other
They´ve met in similar kind of
events
first-timers are also involved
 STEP 2

2 BRAINSTROM THE CONTENT

OF THE TOUCH POINTS MEETING POINTS AND EVENT CONTENT
Touch points are interactive moments EVENT NAME EVENT AUDIENCE AUDIENCE ASPIRING
EXPECTAITON
between the event audience and the event AND TYPE DURATION PROFILE FEELINGS
TYYPPI S

experience.
In step 2, we list the main touch points of the
event and brainstorm event content that Touch point Touch point Touch point Touch point Touch point Touchpoint Touch point Touch point Touch point Meeting point

affects them. Content

Content Content Content Content Content Content Content Content Content
ideas
ideas ideas ideas ideas ideas ideas ideas ideas ideas

The ideas can cover everything from the

invitation and pre-marketing of the event to
the feedback survey.

Duration up to 45 min.

- When brainstorming, focus on quantity instead of quality at first – any idea will do!
- Fill in event meeting points and content ideas for a draft event plan
 DRAFT EVENT PLAN – EXAMPLE STEP 2.
ASPIRING FEELINGS
EVENT NAME AND TYPE TYYPPI EVENT DURATION AUDIENCE PROFILE AUDIENCE EXPECTAITONS

Networking event for 4 hrs Approx. 60% men More contacts, collaboration, courage, inspiration,
entrepreneurs Age range 20-55 and even trade appreciation
Entrepreneurs
Service providers
MERKITYKSELLISET
HETKET
KOHTAAMISPISTEET

Pre-marketing Inclusion Arriving at Event Lunch Networking Contact pool Thank You!
Invitation Workshops
the venue
opening

Event Intro Experient Business Work Lunch Speed Electronic The "thank
Hand
ducing manager shops on conjured contact you
written website ial date
practical of net up by package"
card with A series of arriving appointm informati
problem entrepre working wild food
CEO's video ents on pool will be
-solving Great neurs and chef
Welcome greetings from delivered
models event opens problem Sami Mapping
SISÄLTÖIDEAT

from a Tallberg participa the next

and space / the solving, of
peer-to- nts morning to
giving Modern event continui common
peer everyone.
new tips virtual ng the interests Taking
network for net platform theme of into Link to
of the working the pre- account after-movie
target through videos the GDPR with event
audience videos summary
Linkedin
 STEP 3

3 CHOOSE THE MOST “CATCHY”

THE MOST “CATHCY” CONTENT
CONTENT IDEAS IDEAS
EVENT NAME EVENT AUDIENCE AUDIENCE ASPIRING FEELINGS
AND TYPE DURATION PROFILE EXPECTAITON
In step 3, we evaluate the impact of content ideas based on TYYPPI S

the criteria below. In a "catchy" idea, at least 3 of the

following criteria are realized.
Touch- Touch- Touch- Touch- Touch- Touch- Touch- Touch- Touch- Touch-

SIMPLE Easy to remember and describe

point point point point point point point point point point

Content Content Content Content Content Content Content Content Content Content
ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas

SUPRISING Breaks the pattern and steals

attention
CONCRETE Easy to perceive and share

CREDIBLE Easy to identify

So authentic that it causes emotion
EMOTIONAL and caring
You get involved and inspired and
NARRATIVE
included by the story, get you
going!
Duration up to 20 min.

- Assess the impact of content ideas and tag the most “catchy” content ideas in the draft event
plan
 DRAFT EVENT PLAN – EXAMPLE STEP 3.
ASPIRING FEELINGS
EVENT NAME AND TYPE EVENT DURATION AUDIENCE PROFILE AUDIENCE EXPECTAITONS
Networking event for 4 hrs Approx. 60% men courage, inspiration,
entrepreneurs Age range 20-55 More contacts, collaboration,
appreciation
Entrepreneurs and even trade
Service providers
Workshops Speeddate meetings
MERKITYKSELLISET

A series of video greetings

> Enthusiasm > Learning new things > cohesion
HETKET
KOHTAAMISPISTEET

Pre-marketing Inclusion Arriving at Event Lunch Networking Contact pool Thank You!
Invitation Workshops
the venue
opening

Event Intro Experient Business Work Lunch Speed Electronic The "thank
Hand
ducing manager shops on conjured contact you
written website ial date
practical of net up by informati package"
card with A series of arriving appointm
problem entrepre working wild food
CEO's video ents on pool will be
-solving Great neurs and chef
Welcome greetings from delivered
models event opens problem Sami Mapping
from a Tallberg participa the next
SISÄLTÖIDEAT

and space / the solving, of

peer-to- nts morning to
giving Modern event continui common
peer everyone.
new tips virtual ng the interests Taking
network for net platform theme of into Link to
of the working the pre- account after-movie
target through videos the GDPR with event
audience videos summary
Linkedin
visibility
 STEP 4

4 IDENTIFY THE MOMENTS

THAT MATTER IN THE EVENT
MEANINGFUL MOMENTS
Your event audience will remember the 2-3 most
meaningful moments of your event afterwards. EVENT NAME AND EVENT DURATION AUDIENCE AUDIENCE ASPIRING FEELINGS
TYPE PROFILE EXPECTAITONS

MEANINGFUL MEANINGFUL MEANINGFU

By recognizing those moments and making them as MOMENT MOMENT L MOMENT

experiential as possible, you can make a significant

contribution to the emotional experience that remains
from the event.
Kohtaamis- Kohtaamis- Kohtaamis- Kohtaamis- Kohtaamis- Kohtaamis- Kohtaamis- Kohtaamis- Kohtaamis- Kohtaamis-
piste piste piste piste piste piste piste piste piste piste

Sisältö- Sisältö- Sisältö- Sisältö- Sisältö- Sisältö- Sisältö- Sisältö- Sisältö- Sisältö-
ideat ideat ideat ideat ideat ideat ideat ideat ideat ideat

In step 4, we will go through our most catchy content

ideas, highlighting 2-3 of them into the most meaningful
moments of the event.
UPLIFTING IMPRESSIVE
IMMERSIVE START
MIDDLE ENDING

Vaiheen kesto enintään 20 min.

- Among the catchy ideas, identify the relevant moments of the event and add
them to the draft event plan
 DRAFT EVENT PLAN – EXAMPLE STEP 4.
EVENT NAME AND TYPE EVENT DURATION AUDIENCE AUDIENCE ASPIRING FEELINGS
Networking event for PROFILE EXPECTAITONS
4 hrs Approx. 60% men courage, inspiration,
entrepreneurs Age range 20-55 More contacts, collaboration,
appreciation
Entrepreneurs and even trade
Service providers
Workshops Speeddate meetings
MERKITYKSELLISET

A series of video greetings

> Enthusiasm > Learning new things > cohesion
HETKET
KOHTAAMISPISTEET

Pre-marketing Inclusion Arriving at Event Lunch Networking Contact pool Thank You!
Invitation Workshops
the venue
opening

Event Intro Experient Business Work Lunch Speed Electronic The "thank
Hand
ducing manager shops on conjured contact you
written website ial date
practical of net up by informati package"
card with A series of arriving appointm
problem entrepre working wild food
CEO's video ents on pool will be
-solving Great neurs and chef
Welcome greetings from delivered
models event opens problem Sami Mapping
from a Tallberg participa the next
SISÄLTÖIDEAT

and space / the solving, of

peer-to- nts morning to
giving Modern event continui common
peer everyone.
new tips virtual ng the interests Taking
network for net platform theme of into Link to
of the working the pre- account after-movie
target through videos the GDPR with event
audience videos summary
Linkedin
visibility
 STEP 5

5 BUILD AN EVENT
EXPERIENCEYour event plan is
Congratulations! BUILD AN EVENT EXPERIENCE

unfinished. EVENT NAME AND

TYPE
EVENT DURATION AUDIENCE
PROFILE
AUDIENCE
EXPECTAITONS
ASPIRING FEELINGS

In the final step, we create a "transcribed" MEANINGFUL

MOMENT
MEANINGFUL
MOMENT
MEANINGFUL
MOMENT

version of the draft event plan that is easy

to share with different stakeholders.
Touch point Touch point Touch point Touch point Touch point Touch point Touch point Touch point Touch point Touch point

Do the following: Content Content Content Content Content Content Content Content Content Content
ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas

• Make a copy of the Draft Event Plan –

slide
• Remove any extra markup and ideas
from the draft that didn't meet the
criteria for a catchy idea
• Title the slide as Event Plan
• Make the plan a PDF of the plan for
sharing
Duration up to 30minif necessary
 DRAFT EVENT PLAN – EXAMPLE STEP 5.
TAPAHTUMAN ONNISTUMISEN
TAPAHTUMAN NIMI JA TYYPPI TAPAHTUMAN KESTO YLEISÖPROFIILI YLEISÖN ODOTUKSET KANNALTA TÄRKEÄT TUNTEET

Yrittäjien 4 tuntia n. 60% miehiä, 20-55 v. Innostusta, yhteenkuuluvuuden rohkeus, inspiraatio, arvostus
verkostoitumistapahtuma Yrittäjiä, Palveluntarjoajia tunnetta ja uutta tietoa

Videotervehdysten sarja Workshopit Speeddate -tapaamiset

MERKITYKSELLISET

-> Innostus -> Uuden oppiminen -> yhteenkuuluvuus

HETKET
KOHTAAMISPISTEET

Tapahtuma-
Ennakko- Osallista- Tapahtuman Verkostoitu- Yhteystieto Kiitos!
Kutsu paikalle Työpajat Lounas
markkinointi minen avaus minen -pooli
saapuminen

Päällikkö Workshopit Villiruoka Speeddate - Elektroninen “Kiitos-paketti”

Käsin- Tapahtuman Esitellään Kokemukselli-
avaa verkostoitu- kokki Sami tapaamiset yhteystieto- toimitetaan
kirjoitettu web-sivu käytännön nen sisääntulo
tapahtuman misesta ja Tallbergin pooli seuraavana
kortti, jossa ongelman-
ongelman- loihtima osallistujilta aamuna
TJ:n Tervetulo- Video- ratkaisu-
ratkaisusta, lounas jokaiselle.
toivotus tervehdysten malleja ja
sarja annetaan jatketaan
kohderyhmän uusia vinkkejä ennakko- Linkki after-
vertais- verkostoitumi videoiden movieen, jossa
verkostolta seen teemaa tapahtuman
SISÄLTÖIDEAT

videoiden kooste
välityksellä
 DRAFT EVENT PLAN – EXAMPLE STEP 5.
EVENT NAME AND TYPE EVENT DURATION AUDIENCE AUDIENCE ASPIRING FEELINGS
PROFILE EXPECTATIONS
Networking event for 4 hrs Approx. 60% men courage, inspiration,
entrepreneurs Age range 20-55 More contacts, collaboration,
appreciation
Entrepreneurs and even trade
Service providers
Workshops Speeddate meetings
MERKITYKSELLISET

A series of video greetings

> Enthusiasm > Learning new things > cohesion
HETKET
KOHTAAMISPISTEET

Pre-marketing Inclusion Arriving at Event Lunch Networking Contact pool Thank You!
Invitation Workshops
the venue
opening

Event Intro Experient Business Work Lunch Speed Electronic The "thank
Hand
ducing manager shops on conjured contact you
written website ial date
practical opens net up by informati package"
card with A series of arriving appointm
problem the working wild food
CEO's video ents on pool will be
-solving event and chef
Welcome greetings from delivered
models problem Sami
from a Tallberg participa the next
SISÄLTÖIDEAT

and solving,
peer-to- nts morning to
giving continui
peer everyone.
new tips ng the
network for net theme of Link to
of the working the pre- after-movie
target through videos with event
audience videos summary
 DRAFT EVENT PLAN
EVENT NAME AND TYPE EVENT DURATION AUDIENCE AUDIENCE ASPIRING FEELINGS
PROFILE EXPECTATIONS
Text Text Text Text Text
MERKITYKSELLISET

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HETKET
KOHTAAMISPISTEET

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SISÄLTÖIDEAT
 EVENT PLAN
EVENT NAME AND TYPE EVENT DURATION AUDIENCE AUDIENCE ASPIRING FEELINGS
PROFILE EXPECTATIONS
Text Text Text Text Text
MERKITYKSELLISET

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HETKET
KOHTAAMISPISTEET

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SISÄLTÖIDEAT