Event Brief
A comprehensive document outlining all key details and objectives for an event.
Definition
An event brief is a foundational document that captures all essential information about an event: objectives, target audience, budget, timeline, venue requirements, branding guidelines, and success metrics. It serves as the reference point for all stakeholders and vendors, ensuring everyone works toward the same vision.
Why It Matters
An event brief is the north star document that aligns all stakeholders on objectives, audience, key messages, and success metrics before planning begins. Without a clear brief, events drift toward generic execution rather than strategic impact.
The brief process forces critical decisions early when changes are cheap. It prevents scope creep, misaligned expectations, and last-minute pivots that destroy budgets and outcomes.
Examples in Practice
A product launch brief specifying "generate 500 qualified leads and 50 media mentions" focuses every element on measurable outcomes.
A corporate retreat brief aligned leadership on "rebuild team connections post-merger," informing programming that drove measurable culture improvement.
An annual conference brief redefined success from attendance to engagement, transforming session formats and measuring impact differently.