What we record at the briefing

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Gathering people for an event – ​​bringing them from online to offline – is a difficult task, one announcement of the program is not enough. After all, we need to engage the audience so that among thousands of publications people notice yours and perform a target action – for example, register. And then remember to come at the hour X.

How to do it – with unique content and non-standard formats. SMM Group 19agency84 shares its accumulated experience and talks about each stage of work.

Client briefing


promotion task (attract a new audience, inform the yahoo email database current audience, achieve viral promotion, etc.);
event concept (target audience, positioning, distinctive features);
budget for promotion (paid promotion, integration with influencers, in the media);
program and timeline of the event (what, where, when will it happen);
promotion channels.

Example of a brief
Example of a brief

Strategy and concept of promotion
Based on the information from the brief (task, audience, budget), we develop a promotion strategy - a set of measures to solve the problem. The answer to the question of how we will act: will we cover the majority of city residents with targeted advertising, attract the audience with viral content, or involve a specialized audience through microbloggers?

Strategy is not just a list of tools or an action plan. It is an approach to solving a problem.

Promotion strategy

Promotion concept – an idea that will be implemented through a strategy. It seems that we already have a concept of the event itself and a promotion strategy – why come up with something else?

Without a promotion concept, we simply invite people to an event without working out the messages and visuals. A promotion concept reveals the positioning of the event and helps to convey its value to the audience.

Event concept

More examples of concept development for two different events from our portfolio:


Event concept

Concept development process: idea, key message, visual concept, implementation tools.