4 modules that turn concepts into campaigns
This program walks through the mechanics of building event marketing campaigns from scratch. You'll work through targeting decisions, messaging frameworks, channel selection, and measurement systems that matter when budgets and timelines are real.
How the program breaks down
Foundation Strategy
Define your event goals, identify audience segments, and map the customer journey from awareness to registration. You'll learn to set measurable objectives and build a strategic framework that guides all downstream decisions.
Message Development
Craft positioning statements, value propositions, and campaign messaging that resonates with specific personas. Includes exercises in writing headlines, CTAs, and email sequences that actually get opened and clicked.
Channel Execution
Navigate paid social, email marketing, content distribution, and partnership channels. Learn to allocate budget across platforms, set up tracking parameters, and optimize campaigns based on early performance data.
Measurement Systems
Build dashboards that track registration sources, conversion rates, and cost per attendee. Understand attribution models, set up UTM structures, and create reports that inform decisions rather than just fill spreadsheets.
What you'll actually do
Campaign Brief Writing
Draft complete campaign briefs for fictional events, including audience profiles, messaging hierarchies, and channel recommendations. Get feedback on clarity and strategic alignment.
Email Sequence Design
Write 5-email nurture sequences with subject lines, body copy, and CTA variations. Test your sequences against benchmarks from real campaigns across different industries.
Budget Allocation Exercise
Distribute a fixed budget across channels for events with different goals and audiences. Defend your allocation decisions based on expected ROI and risk tolerance.
Performance Analysis
Review anonymized campaign data from actual events, identify optimization opportunities, and recommend tactical adjustments based on conversion funnel analysis.
Tech Conference Launch
Plan a marketing campaign for a 500-person developer conference with a 12-week runway and modest budget. Navigate speaker announcements, early bird pricing, and sponsor integration.
B2B Webinar Series
Market a quarterly webinar program targeting enterprise buyers. Handle registration optimization, reminder sequences, and post-event nurture to convert attendees into sales opportunities.
Retail Product Launch
Promote an in-store launch event for a consumer brand with limited digital presence. Balance online awareness building with foot traffic generation across multiple locations.
Educational Workshop Campaign
Drive registrations for a hands-on training workshop with certification. Address pricing sensitivity, demonstrate ROI, and build trust with first-time attendees through content marketing.
Campaign Planning Spreadsheet
Pre-built Excel template with tabs for budget allocation, timeline management, channel performance tracking, and ROI calculation. Includes formulas for common marketing metrics.
Messaging Framework Template
Structured document for defining value propositions, pain points, positioning statements, and proof points. Helps maintain message consistency across all campaign assets.
UTM Parameter Generator
Simple tool for creating consistent tracking URLs across campaigns. Ensures proper attribution in analytics platforms and maintains naming conventions at scale.
Launch Checklist Library
Comprehensive checklists covering pre-launch, launch week, and post-event activities. Includes timeline recommendations and responsibility assignments for team coordination.
Who teaches this
Viktor Sokolov
Campaign Strategy Lead
Spent eight years running event marketing for SaaS companies and agencies. Built registration systems for conferences ranging from 200 to 5,000 attendees across Europe and North America.
Olena Petrova
Performance Marketing Specialist
Manages paid acquisition channels for event clients with budgets from $5K to $500K. Focuses on attribution modeling and conversion optimization across social and search platforms.
Iryna Kovalenko
Content & Messaging Strategist
Writes campaign copy and builds content calendars for B2B and consumer events. Background in journalism helps translate technical event details into compelling narratives that drive action.