Building Momentum with Strategic Event Marketing
Giant Digital, a digital agency specialising in websites for charities, was gearing up to host a networking event to connect with current and future clients. But with just weeks to go, ticket sales were falling short — and they needed support to spark engagement and get bums on seats.
That’s where Force 4 Events stepped in.
Unlike full-service delivery, this project was focused on event strategy. Partnering closely with Giant Digital’s marketing manager to co-create a tailored event marketing and communications strategy designed to boost attendance, drive engagement, and unlock longer-term brand value.
“4 Weeks out from the event we had only 20% of our desired attendees.
The event plan created was a real help in prompting actions and also gave ideas for future events where there was more time to deliver a more comprehensive event marketing activity.
We had a sell-out event with 80% attendance rate, which was more than we expected and the event was really well received.
Rai definitely adds value to the event marketing process and has a wealth of knowledge and ideas that can benefit any event project.”
Clare, Giant Digital
Background: The events
Giant Digital had planned a networking event designed to bring together their community of charity sector professionals. An opportunity to reconnect with previous clients and build rapport with potential new ones.
But despite the value of the offering, early bookings were low. They needed an experienced event strategist to help identify the gaps and turn things around quickly.
Getting started: Strategic event planning
Force 4 Events began with a deep-dive strategy session. A few hours of focused collaboration to uncover:
- The event’s goal
- The intended audience
- Existing promotional efforts
- Messaging and tone of voice
- Channels used (and underused)
From this session, we mapped out the gaps and opportunities. Providing the insights needed to create an effective plan.
Event delivery and on-the-day execution
Following the session, we developed a bespoke event strategy and communication plan, centred around a series of suggested communication themes and topics tailored to each stakeholder group.
This included:
- Distinct messaging for delegates and prospective delegates
- A dedicated social media content plan
- Specific email content for inclusion in nurturing sequences
- Tailored communication for partners, associates and exhibitors and sponsors
We mapped out what to say, when and where. This covered the lead-up to the event, the day itself and crucially the post event phase.
The clarity helped the team action the strategy confidently across social media, email campaigns and in-person touchpoints. This empowered all involved to talk about the event and help amplify its reach.
And unlike many one-off strategies, this plan didn’t stop at the event doors. Our approach included post-event communications to sustain momentum, drive follow-up and maximise ROI.
A core part of how Force 4 Events delivers long-term value.
Measuring success: Monitoring and evaluation
Thanks to the strategy and messaging rollout, Giant Digital hit their target audience size. 80 Attendees filled the room making the event a success.
More importantly, the post-event communication plan helped sustain momentum. Generating follow-up enquiries and meetings that created additional opportunities for the team.
The project proved how a focused, strategic communications plan can significantly enhance an event’s impact. Event with minimal lead time.
Need help building momentum for your next event?
Whether you need a strategy session, a full marketing plan or someone to lead your campaign from start to finsh. We’d love to support you.