Advanced Event Design & Strategy

Advanced Event Design & Strategy Certificate

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This advanced certificate course is designed to equip experienced event and meeting managers with the tools, resources, and business savvy to serve as a strategic advisor in designing, planning, and executing multi-channel (hybrid) programs. Expanding on foundational and fundamental skills in event and meeting planning for in-person events, learners will explore progressive approaches to applying program strategy development, market analysis, budgeting, ROI measurement and analytics, content and engagement design, marketing, and stakeholder management techniques to multi-channel events.

Who is this course for?
We designed this course for experienced event and meeting professionals looking to elevate their program design, strategy, and stakeholder management skills in planning and executing multi-channel (hybrid) events.

Are there any pre-requisites?
To be successful in this course, we recommend that learners have mastered the foundations and fundamentals of planning in-person and virtual events and meetings. Prior completion of ELI’s Event & Meeting Management Fundamentals (EMMF) or Virtual Event & Meeting Management (VEMM) is recommended, however not required. Alternatively, prior knowledge of in-person, virtual, and multi-channel (hybrid) event concepts, terms, and strategies is highly recommended.


  • Develop an ROI-focused strategic plan using comprehensive industry, market, and other analysis to design a multi-channel (hybrid) program/event.
  • Prepare multi-channel event budgets accurately and realistically, with financial performance monitoring and controls.
  • Establish ROI measurement criteria and actively monitor and report event performance metrics.
  • Explore adult learning methodologies to design event content and engagement in multi-channel environments.
  • Design and deliver content and engagement experiences aligned to the event’s strategy, goals, and objectives.
  • Create a marketing strategy with clear audience personas, value propositions, and differentiation for each event channel segment.
  • Manage and communicate with internal and external stakeholders to using influencing strategies, gain buy-in and manage expectations.


The Event Leadership Institute understands the urgency and tremendous amount of pressure planners are facing to understand and adapt to the constantly changing industry situation.

To address this need, this course includes bonus resources:

  • Weekly live scheduled online class meetings. Join your instructor and fellow students to ask pressing questions, and hear from industry experts. (If you can’t make a live class, don’t stress! All are recorded and available for viewing at your schedule.) Live classes are planned for Tuesdays at 1pm PST | 4pm EST, (subject to change).
  • A peer-based community forum to exchange ideas, network, and communicate with other learners to support each other during this challenging time.

Event Leadership Institute has been approved by the Events Industry Council (EIC) as a Preferred Provider of continuing education on all professional development certificate courses, which qualifies for CMP continuing education credit. Determination of continuing education credit eligibility or Preferred Provider status does not imply EIC’s endorsement or assessment of education quality.

Tammy Kockaya

Tammy Kockaya, CMP, CMM, has been a leader in the events industry for 20+ years as an in-house corporate event professional, from beginning as a planner with CEB
(now Gartner) to leading a 20+ team of meeting and event professionals with KPMG LLP. Before the events industry, Tammy worked in higher education as student affairs professional with the University of Maryland College Park. As a result, she has a depth of experience driving complex projects and strategic initiatives, developing relationships with stakeholders and vendors, and developing talent.

Tammy joined the Event Leadership Institute in January 2021 as a freelance consultant executing on projects and initiatives, developing strategic partnerships, and building the business development function. In addition, she hosts and moderates panel discussions for the monthly webinars and has been engaged in developing new curriculum and educational offerings for ELI.

View Tammy's Profile

WEEK 1 | Multi-Channel (Hybrid) Strategy, Objectives & Vision Development

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 | Budget Management for Virtual & Multi-Channel (Hybrid) Events

Budget Strategy

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

Week 3 | ROI & Measurement for Multi-Channel (Hybrid) Events

  • Identify event metrics and measurements that matter to your key stakeholders and drive business impact and growth
  • Determining ROI and measurement criteria for each multi-channel event segment independently
  • Explore ROI measurement methodologies and tools
  • Establish key performance indicators (KPI’s)
  • Develop a performance measurement and reporting schedule to actively review KPI’s and take action if/when required
  • Segmenting ROI measurements and KPI’s by event channel

Event Analytics

  • Determine data collection/reporting requirements to measure ROI
  • Exploring data analysis tools and methodologies
  • Analyze, evaluate and report event results to key business leaders and quantify event success in business terms

WEEK 4 | Multi-Channel (Hybrid) Content & Engagement Design

Strategic Event & Content Design

  • Develop an ROI-focused event design strategy
  • Establishing a creative vision for program design with strong alignment to the event’s strategy, objectives, and vision

Understanding Adult Learning & Audience Personas

  • Explore how multi-channel event environments affect adult learning and content absorption
  • Examine different adult learning styles, content consumption, and engagement preferences
  • Understand audience/learner characteristics, including attention spans and distractions for each event channel segment
  • Describe how diverse values and culture can influence content and engagement design
  • Create audience personas for each channel segment and establish a vision for the participant experience

Content & Engagement Strategy

  • Undertake a needs analysis to determine content and engagement plan needs for each channel segment based on event goals and objectives, attendee experience vision, and audience personas
  • Designing programs while prioritizing participant well-being for both in-person and remote audiences
  • Developing strategies to connect and engage remote audiences with in-person audiences
  • Incorporating audience engagement and experiences in the multi-channel event strategy
  • Build and sustain online communities and attendee communication strategies for all event channel segments

WEEK 5 | Multi-Channel (Hybrid) Event Marketing Strategy

  • Exploring how marketing for multi-channel events differ from single-channel events
  • Determining market demand for each event channel’s audience persona and market segment
  • Defining customer value for each event channel
  • Aligning the value proposition to each channel’s market segment individually, as well as together
  • Developing a promotion and positioning strategy with clear product differentiation while avoiding confusion or competition between event channel segments
  • Exploring strategies to differentiate from competitive, free and sub-par digital or multi-channel event alternatives
  • Creating a communications plan to address audience fatigue from digital events
  • Establish a multi-channel pricing strategy and options while maintaining pricing integrity and value for each segment
  • Creating revenue, ticketing, sponsorship, marketing, and advertising strategies for each segment
  • Identify and addressing perceived value inequities between digital and in-person channels at the same event

WEEK 6 | Stakeholder Communication & Management

Stakeholder Communication & Management

  • Managing and communicating change with internal and external stakeholders to gain buy-in
  • Aligning stakeholder expectations with new strategic approaches
  • Coaching internal or external clients to influence content strategy and design
  • Understanding common stakeholder objections and misunderstandings of virtual and multi-channel (hybrid) events
  • Preparing to address and respond to stakeholder objections and questions
  • Develop influence strategies for varying leadership styles

The Event Leadership Institute stands behind all of its content. If you feel you didn't learn what you expected to in this course, just let us know within 30 days of your last lesson and we'll give you a full refund. Click here to view our refund policy and full terms & conditions.

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