Marketing Event Planning Checklist

Events offer a unique opportunity for people to interact with brands to get a firsthand sense of a company’s focus, perspective, and personality.  Event marketing can be an integral part of the demand generation mix.  Use this framework to capture all the details for your next event.
How often should this be used?
When planning a new event.
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Marketing Event Planning

Local Government Requirements

Inform local government of event and gain approval (if required)
Check with your local Visitor Information Centre to see if there are any other events scheduled for the same date and location.


Prepare an event budget and monitor your spending


Select a location or venue for your event
Transportation – will people travel long distances to your event?
Is there parking and easy access from mass transit?
When is your location available?

Event Agenda

What is the goal of your event?
Develop event timeline
Book entertainment and MC if needed
Collect written confirmation from entertainment or MC
Submit deposit for their services if needed


Create sponsorship proposal
Identify potential sponsors
Deliver sponsorship packages and follow up within 1 week
Use sponsor testimonials and always acknowledge sponsors

Marketing & Promotion

Develop Marketing / Communication Plan
Design promotional material, basic text, logo
Build a website and optimise it for search engines
Distribution of flyers/posters/email/brochures to community
Submit event information to local events calendars and websites
Submit a press release

Participant Registration and Invitations

Build an online event registration form
Host your online registration form on your website
Determine what is included in the cost of registration (event t-shirt, pre-event dinner, etc)
Deliver an email announcement to your past participants with link to your online registration form

Permits & Licences

Apply for any food permits required
If using music, apply for a noise permit
Request for approval to erect promotional signage
Road closures – send applications early


Order equipment e.g. stage, lighting, PA system etc
Book portable toilets, fireworks, marquee, generators
Book and confirm all contractors in writing
Check insurance – public liability, staff, volunteers etc

Risk Management

Book first aid officers
Conduct risk assessment involving all key stakeholders
Create risk management plan
Obtain relevant insurance and send copy to Council if required
Contingency Plans – wet weather, low attendance

Security Plan

Book Security & two way radios
Crowd control
Cash security

Essential Services

Notify Police, Ambulance Service and Fire Brigade

Waste Management

Develop Waste Management Plan
Promote reducing waste in marketing material

Traffic Management

Design traffic plan including:
Signage, disabled parking, VIP parking, pedestrian access, marshals, car parking area, entry and exit points, lighting, road closures, promote alternative transport

Food Vendors

Book Food Vendors and confirm in writing
Request details of electrical requirements
Request copy of Health Department Registration Certificate
Application for temporary food premises permit

Site Preparation and Plan

Design plan of venue / event site
Cleaning and Maintenance Plan
Book toilet cleaners and extra paper if appropriate
Clean up venue/mow lawn/clear area of debris


Organise volunteers and staff
Prepare scripts or run sheets for ceremonies
Organise awards/trophies/certificates & decorations

On the day

Gather staff for full briefing
Organise volunteer registration area & entertainers area
Circulate contact list with mobile numbers to all staff / volunteers
Review chain of command in case of emergency

After the event

Removal of all equipment and rubbish
Thank you letters to staff, volunteers, performers
Thank you presentation to sponsors
Evaluation / debrief with key stakeholders
Close off budget
Hold a de-brief session to look at ways of improving the event
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