Just like a resume, an event proposal showcases all your skills and experience so potential stakeholders will consider you when deciding who will host the event. Use our event proposal template and follow these seven steps to write an effective proposal.
Whether you’re organizing a company-wide seminar or finding sponsors for a trade show, a perfect event proposal will show why others should trust the event will be a success.
However, putting together an effective proposal requires more than just good event management skills. To truly impress potential clients or stakeholders, your event proposal must balance descriptive writing, visual elements, and comprehensive logistics. With these seven steps and best practices for creating your proposal, you’ll undoubtedly stand out.
What are the components of an event proposal?
Table of Contents
An event proposal is a comprehensive document that includes all the necessary elements for organizing a new event. Typically, you’ll create it in response to a request for proposal (RFP) from a manager. However, you can also use it to present a new company feature or to attract sponsors for an upcoming event.
A proposal for an event includes the following:
- The purpose of the event
- The people or suppliers involved
- The logistics to carry out the event
Just as you showcase your background in a CV, an event proposal showcases your unique skills and organizational abilities to potential clients or stakeholders so they’ll consider you when planning an event. It gives them the opportunity to review the elements you’ll consider to make the event a success.
Effective event proposals provide a clear, concise, and comprehensive vision of what the event will be like. Think of it as something similar to an elevator pitch . Make a good impression with these seven steps to crafting a truly captivating proposal.
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1. Meet with potential clients or stakeholders
Before you begin designing your proposal, you should clearly understand your potential clients’ expectations for the event. Set up an initial meeting to discuss what they have in mind.
Clarifies some points such as:
- The name of the event
- The type of event
- The purpose of the event
- The total number of guests
- The desired date, time and location
- The theme, the general aesthetic, the color or the setting
- What they hope to achieve with the event
It’s very important to keep in mind that your potential clients or stakeholders likely don’t have clear expectations at this point in the project. That may be why they’re seeking out an event planning expert. Be prepared to inspire your client with a portfolio of your previous work, color swatches, a collage , etc. Include elements you think will spark their interest, and don’t be afraid to contribute your own ideas.
As with any other business meeting, you want your potential clients to leave you with a good impression. Conduct yourself according to business etiquette whenever you meet with stakeholders.
2. Sell yourself
The first step in developing a realistic event proposal is to introduce yourself and your team.
Your presentation should include:
- A brief description of your background
- Your experience and skills in event management
- The scope of your work
- Your company name (if applicable)
- Any certification you have that is relevant
- Licenses (if applicable)
- Professional references
- Business partners
- Federal Employer ID (if applicable)
- Past successes that exemplify why you are the right person for the job
Keep in mind that your client may be looking for more than one event proposal and may have asked different planners. In this section, focus on the skills that distinguish you from the competition and which ones would be best suited to meet the client’s needs for this event.
3.Write an engaging description of the event
Once you’ve made your introductions, you can focus on the core of the proposal: the event description. This provides a summary of how you plan to run the event.
The description should include:
- The objective of the event
- Any details or expectations you have addressed in previous meetings with the client
- A general timeline for the project
- Possible venues, caterers or other suppliers
- The overall picture of how you plan to carry it out, including theme, colors, setting, etc.
The event description shouldn’t just cover logistics. It’s your opportunity to persuade the client or other stakeholders that your event will be a success. If you’re not a good writer, consider hiring someone to help you put your vision into words and make this section as compelling as possible.
It’s probably also a good idea to include reference photos, collages , and color palettes to help the client get an idea of what you have in mind for the event. Remember to put their needs first when crafting your description.
4. Make a list of all the services offered
The list will give potential clients or interested parties a more precise idea of the services that will be provided at the event. It will also include the vendors you plan to work with. You’ll need to do your due diligence to prepare the list, as it will include everything from linens to souvenirs. You’ll want to make sure you include absolutely everything necessary for the event.
If it’s something smaller, like a dinner party or a baby shower , use bullet points or a table to list the services you and your team will provide. Divide the list into sections based on different aspects of the event if there are many to-dos, such as a wedding or a company holiday party.
5. Showcase your previous work
If stakeholders aren’t entirely convinced that your vision is ideal, now’s the perfect time to convince them that your events are the best they’ve ever been. If you’ve planned other events before, include photos and testimonials from other clients to showcase your work.
Visual representations of past work can help potential clients recognize your skills. They’re also great for proving that your style matches what they have in mind. Past events serve as a benchmark for interested parties to see what they might or might not want to include in their own events.
6. Include the proposed costs
Of course, the client or interested party will want to know how much the event will cost. After describing the event in a visual way, create a detailed summary of how much each component will cost and what it will serve.
Again, it’s very important to include as many details as possible in this section. You don’t want unexpected costs to arise later that weren’t included in the proposal. Don’t forget to detail even the smallest items, such as hot plates or transportation costs for transporting your rental equipment. You should also include any possible discounts, such as ones for booking early enough.
Read: 6-Step Requirements Gathering Guide to Ensure Your Project’s Success
7. Be aware of event policies
If applicable, at the end of the proposal, detail the event policies so that your client’s expectations are adequate.
You may want to include requirements such as the following:
- The minimum number of people
- The proposal’s limited-time offers
- The cancellation policy
- Policies for damages or rentals
- Payment due dates
Finally, close your proposal by thanking potential clients or interested parties for the opportunity to work with them. Don’t forget to include your contact information so they can reach you if they have any questions (or, better yet, if they’d like to hire you).
Event Proposal Template
Use this template as a general guide for writing your proposal. Since every event is unique, you’ll likely need different information for each case; adapt this event proposal template to best suit your client’s needs.
Personalizing your proposal will also help you stand out from the competition. If possible, incorporate your client’s logo and brand colors throughout the document.
Free event proposal template
Best practices for writing your event proposal
An event proposal should be more than just information on paper. Aim to entertain, inspire, and inform your audience with these event proposal best practices.
Tell a story
A well-told story evokes emotion and enthusiasm, two factors that can help tip the balance in your favor. When writing your event description, your client should be the hero of the story. Describe what they can achieve with your help and what they risk if they choose a different event option.
To start putting the story together, try to answer the following questions:
- What emotional, social, and practical benefits would it bring to the hero of the story (your client or other stakeholders) if you were in charge of organizing their event ?
- What obstacles might they encounter? How would you help them anticipate and overcome these challenges?
- What will the hero of this story gain when everything turns out well?
For example, add some theatricality to the story to bring the event to life. Include yourself in the narrative to create an emotional connection with the client that might be difficult to establish with a planner from another company.
Attracts and informs
The perfect event proposal should be comprehensive and detail-oriented. A cluttered, text-heavy proposal can give your client the wrong impression of your organizational skills.
Instead, focus on creating an aesthetically pleasing proposal to impress stakeholders and save them time. People retain 80% of what they see , so incorporating creative visual elements can easily differentiate you from the competition. Consider the following options:
- Graphic Design Elements : Try adding a little playfulness to your proposals by adding fun graphic elements using Adobe Illustrator or other design tools. You can also hire a freelance graphic designer if you want to leave it to the professionals.
- Visual presentations : No one wants to be forced to wade through a mountain of text. With compelling visual elements like logos, photos from past events, color palettes, charts, and diagrams, your proposal will be easier to understand. Clever images and headers will also help define the meaning of your offer.
- Motion Graphics : Videos, animated slideshows, and image carousels are great for capturing and holding attention while reinforcing key points.
Keep in mind that the purpose of the proposal is to showcase how well you can align your vision for the event with the client’s expectations and goals. Consider the elements the client will be most interested in seeing and be careful not to overwhelm them with too many images.
Write for your audience
Your event proposal should show what your clients or stakeholders will gain from the event. The more details you provide about the topic, the more effective it will be.
Take the time to thoroughly research the event, the client’s vision, business needs, and expectations. Demonstrating your understanding of these points will be essential to laying the groundwork for your event proposal. If you’re having trouble putting yourself in your client’s shoes, consider how you want the reader to perceive you and your company.
Tip: When writing your event proposal, use the client’s terminology. For example, if they refer to an office gathering as a “happy hour,” use that term in your proposal.
Emphasize the values that distinguish you
While writing with your client in mind, you should prioritize highlighting in your proposal what’s valuable and sets you apart from the rest—what you’re capable of contributing to the event.
Highlight your unique value throughout your proposal to give readers concrete reasons why they should invest in your event.
Diagram the logistics
Your qualifications and a well-crafted event description can make a good impression, but you also need to prove that you will execute the event effectively and efficiently.
In your proposal, provide a detailed overview of the event to highlight your ability to manage logistics. Explain how you plan to bring all the elements together to deliver a cohesive and successful event.
Show transparency regarding the budget
Many people are afraid to talk about money, but not discussing the budget upfront could cause serious communication problems later. Fortunately, there are ways to present this section of the proposal tactfully.
Following the same tone as the rest of the event proposal best practices, you can introduce the proposed budget by linking it to the client’s values. Costs should align with the client’s needs, their vision for the event, and the expected impact. For example, a five-course dinner might be appropriate for a royal wedding, but it would likely be too much for more casual events.
Remember that transparency is essential when proposing a budget for the event. Being honest and realistic about your options can help you build trust with your potential client. A good practice is to divide your list into three sections:
- Flexible costs with higher and lower level options
- Fixed costs
- Service costs
If you’re concerned about cost being the determining factor for your client or other stakeholders, include a quote with top-tier and lower-tier options so they can decide what best suits their needs. Create a top-notch proposal and your hiring will be guaranteed.
The best event proposals show a clear balance between research and detailed lists, with descriptive writing and compelling images. When preparing your proposal, remember to highlight not only your suggestions and vision for the event, but also how it connects to your client’s values and expectations.
