Advanced Event Design & Strategy Certificate

WEEK 1 | Establishing & Developing Your Purpose, Goals, Objectives & Vision

Strategy Development & Analysis Tools

• Defining the purpose and elements of a strategic plan
• Identifying the various components that inform a multi-faceted event strategy
• Using industry, market, competitive, external and internal situational analysis tools, data, and resources
• Conduct market research to assess needs, competitive advantages, and market risks that may impact event success
• Clearly defining your customers, audience, and related segments
• Evaluating financial, operations, technology, and human resource feasibility
• Using analysis to identify event program needs
• Utilizing strategic development and analysis tools according to the event type; in-person, virtual, and hybrid

Establishing A Measurable Vision

• Establishing the event’s direction through vision, mission, and objectives
• Developing and communicating a strategic vision to use as a guide throughout the event lifecycle and that drives results
• Determining the event’s objectives and establishing measurable goals
• Examining the relationship between the organization’s strategy with the event’s goals and objectives
• Developing micro-visions and goals for each multi-channel event segment independently as needed
• Aligning goals between multi-channel event segments to the event’s overall objectives and vision

Multi-channel (Hybrid) Event Concepts

• Defining and differentiating in-person, virtual, and multi-channel events
• Understanding the general benefits and challenges of multi-channel events

WEEK 2 | Financial Understanding & Budget Management

Budget Strategy

• Explore differences in a hybrid event budget compared to a single-channel event
• Establish financial performance monitoring and controls
• Prepare realistic financial projections detailing performance expectations in revenue, expenditures, cash flow, and net margins
• Identify typical costs and budget line items required for virtual and hybrid events, including the virtual platform, staffing, audio-visual production, and technology
• Determine potential revenue streams for each event channel segment
• Discuss pricing strategies for both in-person and virtual participants
• Communicate costs and expectations with internal and external stakeholders
• Prepare a hybrid event budget for project execution and stakeholder approval

Week 3 | ROI & Measurement Strategy—Beyond Financial ROI

• Measure what matters to your stakeholders
• Identify ROI and measurement criteria for each audience
• ROI measurement methodologies and tools
• Establish KPI’s (key performance indicators)
• Segment ROI measurements and KPI’s by event channel
• Data collection and reporting requirements to measure ROI
• Explore data analysis tools and methodologies
• Quantify event success in business terms
• Report event results to key business leaders or stakeholders

WEEK 4 | Content & Engagement Design & Adult Learning Theory

• Establish a creative vision for program design in alignment with the event’s purpose, SMART goals, measurable objectives, and anticipated ROI
• Explore the art and science of learning and its effect on in-person and virtual event channels
• Examine adult learning theory & principles and how they inform content and engagement preferences
• Create audience and participant personas and establish a vision for the participant experience
• Apply learning theory to audience and learner personas and impacts for each event channel
• Perform a needs analysis to determine content and engagement plans for each channel segment based on event goals and objectives, attendee experience, and audience personas
• Develop strategies to connect and engage remote audiences with an in-person audience
• Incorporate audience communication, engagement, and experiences into the hybrid event strategy
• Describe how diverse values and culture can influence content and engagement design
• Learn how to build and sustain event communities
• Design programs while prioritizing participant wellbeing for both in-person and remote audiences

WEEK 5 | Event Marketing Strategy Development

• Review the foundations of marketing strategy and how they can be applied to marketing events to develop a marketing plan.
• Continue to explore how marketing for hybrid events differs from single-channel events.
• Determine the value proposition for each event channel’s audience persona and market segment and align to each channel’s market segment individually and collectively.
• Define the customer or participant value for each event channel and the best way to promote the event based on the value proposition.
• Establish a hybrid event pricing strategy and options while maintaining pricing integrity and value for each segment.
• Explore strategies to differentiate from competitive, free, and sub-par digital or hybrid event alternatives.
• Create revenue, ticketing, sponsorship, marketing, and advertising strategies for each segment.
• Develop a promotion and positioning strategy with clear product differentiation while avoiding confusion or competition between event channel segments.
• Identify and address perceived value inequities between digital and in-person channels at the same event.
• Create a marketing and communications plan for your event and each event channel, as appropriate.

WEEK 6 | Stakeholder Influence, Trust, Communication & Project Management

• Identify the event’s various stakeholders and their role with the event or organization, whether internal or external.
• Understand and apply elements of project management, including how to build a RACI and project management plan, and then align these tools to the event strategy.
• Examine the difference between change and transitions and the role of working through the three phases of transition on the outcomes for any change.
• Understand different types of change models.
• Review the importance of building trust with stakeholders up, down, and across the organization.
• Learn four influence skills to use in managing through change and transition.
• Identify some common stakeholder misunderstandings of the future of events, develop response strategies, and create alignment.
• Evaluate ways to align stakeholder expectations with new strategic approaches.