One of the most fruitful questions we ask of clients at the beginning of the briefing process is, “what do you want your audience to think and feel at the end of this event?”
Establishing your organisation’s intended messaging and related content at the very start of the planning process, is crucial to delivering on event goals. When executed well, this clarity leads to content that resonates with employees at every stage of their event journey, constantly reinforcing your key messaging.
Consequently, planning your messaging and related content comes first. More crucial than choosing the venue, lighting, and entertainment. Essentially, this means getting clear on what your organisation is aiming to convey to your audience before, during and after their event experience.
Building your event around the messaging and engagement goals for your employees may seem obvious, but all too often, the consideration given to content as a driver of success and emotional impact is left until the end of the preparation funnel. Yet, these goals should be influencing every other decision – from speakers and topics to the design of breakout sessions, even the venue itself.
At Pluto LIVE! we have our own bespoke audience journey framework. We use this to design employee content that maximises audience engagement with the organisation’s intended commination. We do this by tapping into the audience themselves, their wants, needs and values. We start at the end – how should the audience think and feel when the event concludes? From there, we map their journey across the entire experience; pre-event, onsite, and post-event, shaping their experience at each stage. Using this framework, we get specific on how to convey the organisation’s comms goals through a compelling audience journey. We then support design of the related messaging across a range of content throughout the event journey.
Instigating upfront messaging and content consideration is an important way in which we support our clients as strategic partners in event design and execution.
