The Runway Roadmap: A Timeline for Event Success

One of the most common questions the Quint team gets asked is: "How much time do we need to plan and promote our event?".

Ultimately it depends on the size and type of event you are building, but every event needs a project timeline.

We often refer to this as our runway.?

Think of the event as the jumbo jet that needs to take off. The runway represents the production schedule and everything that needs to be done before your event can liftoff.

Just like airplanes, no runway is the same. Event runways are different based on the event. For example, larger events may require longer runways. Just by the very nature of the event size, more things need to be done before the event can lift off.

For the purposes of this article, we are showing a 1,000-person conference hosted by a company for its customers, partners, and prospects (aka a user conference).

14-18 Months Out

• Develop Budget Strategy. Be sure to include as many known or potential expenses as possible and spend some time thinking about your revenue strategy. Are you selling tickets to this event? What about sponsorships?
• Venue Selection. The demand for events is growing and that means venues are getting booked up fast. If you are considering multiple cities for the event, you may want to outsource the venue selection process to an agency.

12 Months Out

• Get Budget Approval. This includes all of your potential expenses and revenue model.
• Set the Event Date.
• Identify Working Committee. This cross-functional team will work with you throughout the planning process.
• Establish Event Goals and Objectives.
• Make Final Venue Selection. If you opt to do a site visit, be sure to add that to the timeline.
• Define your Audience/Guest List. Depending on the event, this may involve creating a document to define and track.
• Develop an event program/schedule that defines what’s happening at the event and when.
• Decide when to open registration.

10 Months Out

• Identify suitable keynote speakers, emcees, entertainment, plenary speakers, and other appropriate VIPs and special guests. Then, check availability, and book and confirm your choices ASAP.
• Choose other vendors. This could include caterers, hotels, transportation providers, equipment, etc.
• Plan out the event promotion campaign and any associated advertising and marketing. You may want to consider outside event marketing help - this is the time to make those selections.?
• Look at your social media calendar and plan out how and where you can promote your event across your platforms.
• Discuss options for press coverage, if applicable.
• Develop the event branding and identify - this can be done in-house or outsourced to your event marketing partner.

6-8 Months Out

• Research options for vendors not confirmed - such as photographers, videographers, florists, furniture rental, etc.
• Save the date announcement deadline. This can be done earlier if you have everything ready, but make sure it is done by this point.
• Do you have an awards program? Now is the time to think about gifts and award items that will need to be presented.

4-5 Months Out

• Start a list of all marketing materials that need to be printed.?
• Source a local printer for things like agendas, signage, handouts, etc.
• Your program agenda should be close to being finalized at this point.
• Confirm your catering menu and any dietary restrictions that need to be accommodated.
• Determine event security needs and hire personnel, if needed.
• If you have time and budget, do a site visit and walk-through with your vendors. This is a great time to discuss AV and make any final decisions or changes needed.

3 Months Out

• Confirm all event VIPs, speakers, and special guests. Make sure you have all of their contact information, bio details, social media profiles, and anything else you may need for your program, website, and promotion of their participation.
• Confirm accommodation needs with vendors and event partners attending the event.
• Finalize all AV/equipment needs for breakout sessions, special events, and the main stage room. Coordinate any special requests from your speakers.
• Gather final approval on all print/design items.

2 Months Out

• Travel Schedules. This is the time that all staff members traveling to the event should have their travel booked and confirmed.
• Review the venue’s safety and evacuation protocols.
• Go over all of the supplies you will need for the event - order anything not being supplied by a vendor.
• Make sure your custom name badges and lanyards are in production.

4 Weeks Out

• Send printed items to your local vendor to start production.
• Finalize press meetings, if needed.
• Conduct final planning meetings with your vendors and go over all order details.
• Prep a shot list for your photographer and videographer.
• Create a seating chart for any sit-down events or awards dinners.
• Develop scripts or remarks needed for your event host or emcee and get appropriate approvals.

2 Weeks Out

• Finalize your event show flow for your AV vendor (we call this a Q2Q)
• Final Pre-Production Meetings with Vendors & Suppliers. Go through your delivery schedule, and order details, and finalize any last-minute details or changes.
• Book or change any transportation needed for speakers or VIPs.
• Confirm onsite rehearsal times and tech check times with speakers, hosts, and emcees. Create calendar invites for these to ensure they show up.
• Confirm all seating arrangements and headcounts for meal functions - or by the date determined by your vendor.

1 Week Out

• Know Before You Go Meeting (Internal). Go over all of the event details with the team traveling to the event. This is your chance to get everyone on the same page with your messaging and demo plans at the show.

For anything that does not get completed in the planned timeframe, move to the next one and consider it the highest priority of that section. This helps ensure things don't fall through the cracks and get forgotten.

There is no doubt that there are things your event may include that are not featured here, so please consider this a guideline or template to get you started.

I hope you find it helpful.