Event Promotion Timeline

12-WEEK PROMOTION PLAN

Phase	Weeks Out	Focus	Goal
Announcement	12-10	Awareness	Buzz + early registrations
Early Bird	10-6	Incentive	50% of target
Regular	6-3	Value	75% of target
Final Push	3-1	Urgency	100% of target
Last Chance	Week of	FOMO	Overfill waitlist

EVENT PROMOTION TIMELINE

WEEK 12 - ANNOUNCEMENT:
☐ Save the date email
☐ Event page live
☐ Social announcement
☐ Internal announcement

WEEK 10 - EARLY BIRD LAUNCH:
☐ Registration opens email
☐ Early bird pricing active
☐ Speaker announcement #1
☐ Social campaign begins

WEEK 8 - SPEAKER PUSH:
☐ Speaker spotlight emails
☐ Speaker social posts
☐ Press outreach
☐ Partner promotion begins

WEEK 6 - EARLY BIRD DEADLINE:
☐ Last chance early bird email
☐ Urgency social posts
☐ Sales team outreach
☐ Agenda released

WEEK 4 - CONTENT PUSH:
☐ Session highlights email
☐ Blog posts on topics
☐ Customer testimonials
☐ Paid ads increase

WEEK 2 - FINAL PUSH:
☐ Limited spots email
☐ Waitlist messaging
☐ Direct sales calls
☐ Final social blitz

WEEK 1 - LAST CHANCE:
☐ Day-by-day countdown
☐ Walk-up available
☐ Final confirmations
☐ Logistics communications

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EMAIL SEQUENCES

Registration Email Sequence

Email	Timing	Subject Focus	CTA
1	Announcement	Save the date	Add to calendar
2	Registration open	Be first to register	Register now
3	Speaker announcement	Who's speaking	See speakers
4	Early bird deadline	Price going up	Register now
5	Agenda release	What you'll learn	See agenda
6	Social proof	Who's attending	Join them
7	Limited spots	Don't miss out	Secure spot
8	Final deadline	Last chance	Register today

Email Templates

ANNOUNCEMENT EMAIL

Subject: Save the date: [Event Name] | [Date]

[First Name],

Mark your calendar for [Event Name] on [Date] in [Location].

This year's theme: [Theme]

You'll discover:
• [Benefit 1]
• [Benefit 2]
• [Benefit 3]

Registration opens [Date]. Reply to get early access.

[CTA: Add to calendar]

EARLY BIRD DEADLINE EMAIL

Subject: [X] hours left for early bird: [Event Name]

[First Name],

Early bird pricing ends TONIGHT at midnight.

Save $[amount] by registering now for [Event Name].

After tonight: $[regular price]
Right now: $[early bird price]

[X] spots remaining at this price.

[CTA: Lock in early bird rate →]

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CHANNEL STRATEGY

Channel Mix by Phase

Channel	Announcement	Early Bird	Regular	Final
Email	★★★	★★★	★★★	★★★
Organic social	★★☆	★★★	★★★	★★★
Paid social	☆☆☆	★☆☆	★★★	★★★
Sales outreach	☆☆☆	★☆☆	★★★	★★★
Partner	★☆☆	★★☆	★★★	★★☆

Social Media Calendar

SOCIAL MEDIA PROMOTION CALENDAR

DAILY POST TYPES (rotate):
• Speaker spotlight
• Session highlight
• Past event photo
• Attendee testimonial
• Countdown post
• Registration CTA

POSTING FREQUENCY BY PHASE:
Announcement: 2-3x/week
Early bird: 3-4x/week
Regular: 1x/day
Final push: 2-3x/day

PLATFORMS TO PRIORITIZE:
☐ LinkedIn (B2B)
☐ Twitter (Tech/SaaS)
☐ Instagram (Visual events)
☐ Facebook (Community)

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MESSAGING PROGRESSION

Message Evolution

Phase	Primary Message	Secondary Message
Announcement	What it is	Save the date
Early Bird	Why attend	Save money
Value	What you'll learn	Who's speaking
Social Proof	Who's attending	Don't be left out
Urgency	Limited spots	Now or never

Urgency Tactics

URGENCY MESSAGING GUIDE

SCARCITY:
• "Only [X] spots remaining"
• "Limited to [X] attendees"
• "Waitlist forming"
• "[X] tickets left at this price"

DEADLINE:
• "Price increases in [X] days"
• "Early bird ends tonight"
• "Last day to register"
• "Registration closes [Date]"

SOCIAL PROOF:
• "[X] leaders already registered"
• "Join [Company 1], [Company 2]..."
• "Selling out faster than last year"

FOMO:
• "What you'll miss if you don't attend"
• "[X] new sessions just added"
• "Exclusive content available only to attendees"

Sales Enablement

Asset	Content	Usage
Email template	Personalized invite	1:1 outreach
Event one-pager	Overview + agenda	Send to prospects
Customer list	Who's attending	Social proof
Discount code	Account-specific	Target accounts

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