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How do you write an event's proposal? Event proposal template

May 5, 2022

Events and sponsored events require lots of budgeting and planning. And no matter how small your company or events department, you can always expect the collaboration of different participants, which includes the person who approves on the various expenses to get the planning process underway.

Whoever the main person responsible for budgeting your events strategy, the best way to convince them and get the plan in motion is through the creation of an event plan. The creation of an event plan that contains the most basic outline of what you are planning to do, your budget allocation, and what you hope to gain by the event through concrete metrics, can help in securing the funding to help you make it happen.

If you're planning to design an event that is unique or even pitch an event that is sponsored or organize a series of events throughout the year, we'll break down the steps to create an event plan to secure buy-in from the necessary people.

In this article:

What is an event proposal?

An event proposal is a vital part of any company's procedure for planning events. It's basically a pitch, fact sheet, as well as a manual.

Because so many resources go in to an event, you want to make sure that you have specific goals and measures for the event's success. For this reason, most events begin with an event proposal, or an event sponsorship approval request. This proposal outlines the scope and details of the event, its budget breakdown, and key stakeholders and ties this information to objectives of the business and tangible results.

How to write an event's proposal?

On its face the event plan is nothing more than a sheet of paper summarizing the plan and logistics of the event. However, when it comes to filling out this form it becomes more complicated.

It's similar to making an omelet -- only the first step is to hatch chickens to lay eggs.

Therefore, let's start with the components of an event proposal, or (for the sake of the metaphor of omelet):

The ingredients for an event's proposal

Here, we've listed all the essential elements you require for a successful Event or event sponsorship plan to the main stakeholder.

 Basic event info

  • Partner Organization:Your proposal should include the name of your planned event or, if you're pitching sponsorship opportunities include the name of the company that will be hosting your stand, talk or even an event.
  • Type of Event: Please specify what nature of the event. This could be a conference, trade show and film festival for instance. It is also possible to determine if the event is a virtual or an in-person gathering, or both.
  • Dates Identify the dates that the event will take place.
  • Location:Identify where the event will be held.
  • The target audience:You'll want to connect to attendees of the event for a discussion about your service. Think about who you're hoping to get in touch with. When you're thinking about the finer details, outline the target market as clearly as is possible. Also, consider the possibility of the firmographic information such as company roles, industries or case studies. This is an essential field, because it will directly impact your overall marketing strategy for your product.

 Overview of the event

  • The is recommended by Depending the way budget approval is managed at the company, you might need to identify who is in charge of the event. It could be the sales department for the product you're promoting.
  • The details of your event or sponsorship of your event:Describe the space of your celebration. If you're planning to host an event, provide details about the event theme along with the program for your event as well as the venue. If you're writing a sponsorship proposal, be sure to include information regarding your contribution. If, for example, you want to set up a booth at a trade fair, you should specify the size of your booth's space as well as the location where it's situated, as well as other information.
  • Cost of the event or sponsorship feePrepare your expected event cost when you are planning to host an event or the fee you're paying your partner organization for hosting you.
  • Additional estimates of cost:Check the breakdown of charges for building as well as swags, marketing, or other collateral.

 Event goals

  • Estimate of total cost:Sum up all your expenses for your event.
  • Focus on the product:Identify the service or product you are promoting for your business.
  • ARPU is "Average Revenue per User." This term is mostly employed for sales-related events and is a reference to the cost/benefit assessment of your event. For example, if you're expecting 1,000 guests to attend the event, what revenue could you reasonably expect to generate out of those leads?
  • Goals for the event:Summarize what you hope to gain through this event. Do you want to raise awareness for your company? Capture more leads? Launch a new product? Having a crystal precise idea will help you communicate why this event is necessary for everyone who is involved.
  • KPIs (i.e. press/social, deals closed for sales, etc.): Here is where you detail out the larger goals of your business in simple-to-understand metrics.

Free event proposal template

Here's a sample event proposal to assist you in capturing every detail needed to pitch your next branded event or sponsored event. Create the template in a doc to share with the team, or construct an idea for a slide deck to present.

 Event Proposal

Basic details
Event's name, or Partner Event Organization:
Type of event:
Date:
Location:
Target Audience:

Event Summary

The details of the event, sponsorship, or brand activation
Event or Sponsorship fees:
Additional cost estimates:

Event Goals

Highlights from the Product:
Product ARPU:
Overall goals:
KPIs (i.e. press, social, leads, sales, etc):

Budgeting

The cost of the event
Remaining budget:

 Additional Information

How to write an event plan

1. Learn about your company's objectives and identify your target market

Prior to planning the event, you should consider having a set of meeting sessions on strategy. It will enable you to educate everyone involved with the important goals, target audiences and forthcoming product launches which can help inform your overall plan for the event.

2. Gather your research

Once you have a comprehensive idea of the goals you have set for yourself then you can begin to conduct research.

A good example of an subject of interest could include a brand new that has its own target audience.

While you are conducting your analysis on your target audience, products, or bigger business objectives, keep an an eye out for recommendations from other groups (like your sales staff) that can help you determine the types of events to prioritize.

Pro advice: A good rule of thumb when looking at sponsored events is asking for testimonials, fact sheets and reports from the event's coordinators. It will give you a good idea of how your company can gain from every event, and balance that information against your objectives and/or desired public.

3. Create a calendar

There's always a calendar exercise to map your sponsored events during the year. This is especially true with regard to live events. It helps to understand exactly how much time will go into the planning and organizing of each particular event.

A major tradeshow or conference might require more than 6 months to organize, whereas a smaller meetup might only require a few months or even two. Here's where you'll want to confer with all the people who are involved to plan your time and manage expectations regarding bandwidth for all those that is.

Generally, sponsored virtual events can be planned much more easily than live, in-person sponsored events. They are usually speaker-driven occasions and sometimes virtual trade show booths. Therefore, the teams are able to designate less point-people for each event and schedule many of them throughout the year.

4. Work out the budget

Once you have the details of your events, including the location you'd like to attend begin calculating the budget. Compare it to the total amount you're planning to set aside for the year.

5. Be clear and precise in your proposition

You've got your strategy, your calendar planned out as well as a rough plan of your budget as well as ideas and suggestions from the various teams involved. Now is the time to put all of the elements in order to develop your event's pitch.

Although the event plan template above can be used as a single sheet, you should include as much information and details as you can, especially with regards to your budget, design assets, and return on investments.

The ability to give concrete data on the expected number of attendees and costs for the event can help justify the event, as well as establish the expectations of important stakeholders.

6. Make sure your proposal for your event is saved and accessible to all

If your event is later accepted, your event's proposal will be a great building block for other documents- like a creative brief or even a slide show to kick off the event -- which will further define the overall plan of your event , including additional details regarding various departments.

You can even templatize your event proposal so you and your staff can refer to it in future events. You can also rapidly plan out your event to plan the years or months ahead.

It can be a handy way to evaluate your goals and expectations following the event has ended, as well as aid the new team members in locating details on events that will be repeated in the near future.