What it includes

• Outcome definition (KPIs, sponsor value targets, success metrics)

• Audience segmentation and attendee needs mapping

• Theme and narrative arc (what the audience should feel/remember)

• Program strategy (formats, session mix, flow)

• Risk planning (Plan B/C triggers, dependencies)

• Experience vision workshop (stakeholder alignment)

Typical deliverables

• Event brief and creative north star

• Attendee journey and moment map

• KPI plan and reporting framework

• Service mix and production scope recommendation