The event brief is your roadmap, guiding every aspect of your user conference from inception to execution. Here's how to construct an event brief that ensures all teams are aligned and moving towards the same goals. (and yes, we promise to keep it 'brief'!)

Define clear objectives

Start with defining what you want to achieve. Whether it’s increasing product adoption, strengthening customer relationships, or launching a new product, your objectives will dictate the format and content of your conference.

Align with key stakeholders

Gather input from across your organization to ensure the event supports broader business goals. This includes discussions with leadership, sales, marketing, and customer success teams to align on the expected outcomes of the event.

Detail logistical elements

Include key details such as potential dates, location ideas, audience segments, and estimated budget. This section should evolve as more decisions are finalized, serving as a living document that updates throughout the planning process.

Set communication guidelines

Outline how updates and changes to the brief will be communicated to the involved parties. This ensures everyone stays on the same page and can adapt to changes efficiently.

Incorporate feedback mechanisms

Plan for feedback from previous events to refine the brief. Continuous improvement will help in fine-tuning both the planning process and the event itself over time.

Here's a free event brief template you can follow

Pro tip: As time progresses, you can keep updating this sacred document with more details about the event and share it with the greater internal team. Closer to the event, when you’re fielding dozens of daily questions from various teams, this can double as a FAQ master doc too!

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