How to manage & communicate your event

The secret to a successful event is being holistically organized. Today, technology is an excellent tool to help organize and plan an event

What are the stages of an event?

  • Concept
  • Pre-Event
  • Event
  • Post Event


The concept phase of event planning is the initial stage where the overarching idea and objectives of the event are developed and defined. It's the foundation upon which the entire event is built. During this phase, event organizers work to create a clear vision of what the event will be, what it aims to achieve, determine the target audience, location, schedule, budget, resources etc. Here are some key aspects one should think and ask questions about:

  • What is the purpose of the event?: Understanding the purpose helps shape other aspects of the event, from planning, organizing, execution and evaluation. These purposes could range from raising awareness for a cause, celebrating an achievement, networking, fundraising, or education, among others.
  • Defining target audience: Knowing who the event is intended for helps in shaping all other aspects of planning process, from selecting venue's and date to designing marketing strategies and content.
  • When will it happen?: Defining event dates is vital for ensuring participant availability, avoiding conflicts, managing logistics, aligning with audience preferences. A well-chosen date sets the stage for a successful event by maximizing attendance, engagement and satisfaction.
  • Event format and concept: A networking event might include icebreaker activities and opportunities for attendees to mingle, while a conference might feature keynote presentations and breakout sessions. The event concept should be unique, engaging, and memorable.
  • Who will participate?: Participants and their involvement, engagement, and satisfaction are essential for events success.
  • Setting the budget: Estimating costs and budget planning is crucial in this phase. Important to determine how much to spend on aspects like marketing, entertainment, transportation etc. One can also always cross-check competitors to evaluate how much expenditure to expect.
  • Initial planning and research: This could include researching potential sponsors, speakers, vendors (providers) and even logistical considerations such as transportation and accommodations.
  • How will the disclosure happen? Marketing plan: incorporating marketing strategies early in the planning process can set the stage for a successful event as it helps clarify objectives, target audience, build awareness, drive attendance, facilitate engagement and enable feedback and evaluations.

The concept phase provides a clear direction for subsequent stages of planning and execution. When all of these questions are answered, you can move on to the pre-event planning stage.


This encompasses all the activities and strategies implemented before the actual event. Now is the time to implement the strategies and plans developed during the concept stage in your event.

Refer to our article on Setting up your events article for a guide on what needs to be set up in your event.
Division of Tasks

In every event organization, there is a team behind, developing and creating different pieces of communication that are necessary for its dissemination.

It's up to you to choose the best way to track deliveries and deadlines, but nowadays many companies choose the method of an interactive checklist integrated with an event management system.

The division of tasks is important in this pre-event phase as it promotes:

  • Efficiency: allows for the efficient allocation of resources and ensures that each aspect of the event planning process receives the attention it deserves.
  • Specialization: By dividing tasks, one can leverage the strengths and expertise of team members, ensuring that each aspect of the event receives specialized attention.
  • Accountability: Each person is responsible for completing their assigned tasks within the specified timeframe. This helps avoid confusion as roles and responsibilities can be pre-defined.
  • Risk management: Dividing the tasks can help identify risks and mitigate them effectively. Identify potential issues early on and take measures to address them, reducing the chances of last-minute crises.
  • Coordination: Regular check-ins and updates ensure that everyone is on the same page and that tasks are progressing as planned.
  • Focus and flexibility: Dividing responsibilities helps team members prioritize their work and focus on what matters most. If certain tasks need to be reassigned or adjusted, having a clear division of responsibilities makes it easier to reallocate and adapt to changing circumstances.

All communication must be made considering the budget available for its execution.

Therefore, it is essential that budget control be performed in a simple, agile and intuitive way, centralizing the data in one place, instead of several spreadsheets. Centralizing budget control offers benefits during the pre-event phase, such as efficiency, accuracy, real-time visibility, improved collaboration, enhanced security and control and compliance.

Communication Disclosure

The communication and dissemination of your event should create interest and attract attendees. This step will ensure the success of your endeavor. By fostering open and transparent communication, one can set the stage for a successful and well-executed event. Open communication builds trust and credibility with stakeholders, including sponsors, attendees, and the broader community. Communication allows for stakeholders to provide feedback and input during the pre-event phase and listening to stakeholders perspective helps ensure that events meets their needs/expectations.

Visual Identity

The visual identity is the beginning. You must determine the color and photos of disclosure. They should have the characteristic of your company, attract the public, let people get interested in the event. Visual elements such as colors, graphics, and design styles contribute to setting the tone and atmosphere of the event. Well-designed visual identity conveys professionalism and credibility.

Refer to our article White label - Increasing your brand awareness for more information.
Direct Disclosure


In times where technology is present in people's daily lives, a strong and effective website is a great way to attract attendees and get your message across.

In the website enter all relevant information: date, time, map, link for registration, photos, speakers, agenda, sponsors, sell tickets and more.

The site is the central point of communication between the organization and the participants. There you can include email addresses, social networks (other effective communication methods today) and publicize the application.

To create a website for the promotion, the organizer must know clearly who your target audience is, and build it based on this ideal. The right time to release the website depends on your communication strategy.

Refer to our Website article for more information on setting up your website.


Direct communication and disclosure should also be done by sending e-mails to your guests and attendees.

The email can be used for different purposes, such as promotion of the event, confirmation of participation, to send relevant information, to obtain information about the person.

However, a strategy must be agreed upon in the organization. Many emails can result in too much information, tiring the guest and resulting in low conversion exchange.

It is good to start the disclosure of your event via email as early as possible, at least 3 months before the event date. Especially if your event has ticket sales. The sooner, the more people will have the opportunity to purchase a ticket.

Before sending, make sure that all items in your event planning are confirmed and ready, avoiding changes in past information.

Refer to our Email creator for more information on sending emails.


The application is a necessary tool not only for the disclosure, but mainly for the participation and interaction of the attendees.

In all media the application must be promoted, as not all people download this immediately. A strategy for promoting it must be created by the organization.

A good way to advertise is by sending e-mails, at least 3 emails sent, 15 days before, 7 days before and 3 days before the event.

When the attendee already has the application installed and is registered, they can receive push messages directly from the platform with information about the event, promotions, and more.

Refer to our Mobile app: User guide for event organizers and App customization articles to learn more about the mobile app.


Now the day of the event has arrived. The most intense part where it reflects all the steps above.

Assembly should be planned in advance, anticipating delays.

If something happens that needs to be communicated, sending emails may not be as effective as some people will not see them during the event. Push messages are a great way to send information to your attendees.

Unforeseen events always happen, so ensure that you have effectively carried out a dry run of your event before the event.

Post Event

Time to analyze and evaluate the results obtained, check if your goals have been achieved. It is always good to get feedback from the attendees, through e-mails, app and analysis of social networks.

You can check the Live Analytics to get a report breakdown of your event.

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