EXECUTABLE PLAN

FOR CONDUCTING
WEBINAR

Conferencing

Company: Easy Policy

By: Rishabh Kumar Das
 A successful web event can help strengthen a company’s brand awareness,
increase exposure in the market, and generate qualified sales leads. If done right,
it can elevate an organization’s credibility.

Planning and Strategy (Basic Overview)

Task Timing
Develop an event plan 6 to 8 weeks prior

Finalize event topic, title, abstract 6 weeks prior

and speakers

Set up registration and begin promotion 4 to 6 weeks prior

Strategizing a well- Sending email invite 2 weeks prior

planned webinar will Draft of the slide presentation 2 weeks prior

take about 6 – 8 weeks Full rehearsal and event dry-run 1 week prior

The table on the side shows the Final version of slide presentation
2 to 3 days prior
Tasks we need to carry out
Send reminder email #1
24 hours prior
following the timing
Send reminder email #2
2 to 3 hours prior

Pre-conference with moderator

30 minutes prior
and speakers

Edit recording (if needed)

Within 24 hours after

Send follow-up emails

Within 24 hours after
 WEEK ONE
STEP 1: THE ACTION PLAN

During the first week, we should plan the following:

Details of webinar goals: That Easy Policy wants to generate more leads from this webinar,
Increase our brand awareness in the industry, At least 30 -40 % people out of total sign up
where engaged in the webinar

Framing the topic: Topics are the attractive point of the webinar, it should be creative and
engageable from the audience's perspective. Picking a topic that is path-breaking and hasn’t
been spoken about as much in detail by others. This gives will give our webinar a clear edge
over our competitors.

For example, “How Covid-19 has affected the insurance industry sector” or
“Current economic situation of India, how should we prepare for it”
Topics may subject to change

Identifying the Presenter: The person could be internal or external. If Internal than it should
Be the person who is most knowledgeable about different sectors in India, has a wide variety
of knowledge. Identifying that person is important because they will be a mediator between
the group of panelists.

Who will be the audience: Target audience could be-

a. Existing customers of easy policy
b. Customers of collaborating partner
c. We can target on Facebook who has an interest in the Finance sector as well who has
Looked or searched for insurance or the respective companies through Facebook,
Google.
d. Placement and media committee. Since they are intermediary between companies
and students. Collaborating with them and encouraging them to send out an email to
the students to increase awareness about the webinar.
 WEEK ONE
STEP 2: IDENTIFYING THE TEAM
COLLABORATION
Hosting plan on a shared drive, or Google Doc so everyone on the
team can see where things stand in real time.

Defining the team: We will have to take into account that:

a) Who will handle the technical details

b) Who will promote the webinar

c) Will we need extra manpower to review the content and

Message

At a minimum, it takes three people to manage a successful webinar:

PRODUCER: Responsible for the technical infrastructure.

PROMOTER: Responsible for driving registration.
PRESENTER: Responsible for constructing the content and delivering the presentation.

If we have guest speakers or additional requirements than at maximum, it would be 10 people, and
identifying those 10 people is important.
 WEEK TWO
STEP 3: MESSAGE

TOPIC IS IMPORTANT
The best webinar topic solve problems and address pain points,
letting the consumer know they’ll get useful, valuable advice that
will help them solve specific problems.

The foundation of your webinar: the message. What message that we want to convey
from the promotion to the presentation itself, so it’s important to craft a message
that resonates.

Benefit from the webinar: We have to address to the consumer what they will get out from this
Webinar, what will they understand or do better after our event. Like after the event they will
have:-
 A better understanding of a particular topic
 Learn more valuable insights to it
 The knowledge that they can be turned into actionable or in the practical aspect

Detail these benefits in writing and sharing it with the team so that they can use this
Information in landing pages, event promotion, and emails.
 WEEK THREE
STEP 4: MARKETING DELIVERABLES

AMPLIFY THE MESSAGE

Have to create a template for social posting, including a sample
tweet, to broaden the reach through registrants’ social channels.

Marketing is also an important part of the ongoing process of the webinar, it can take some
to create marketing events to promote the webinar. So, working closely with the marketing team
visioning out the ideas is important as they will execute them

Must-have marketing deliverables

Landing Page: There should be a landing page for the webinar event. What should we include
In landing page:-

a) An Image that encapsulates webinar theme.

b) A video that encapsulates webinar themes.
c) A brief paragraph that summarizes the abstract
d) 3-5 bullet points on the key benefit.

INCLUDE OF REGISTRATION FORM THAT CAPTURE BASIC INFORMATION LIKE –

a) First Name
b) Last Name
c) E-mail
d) Company
e) Job Title

Promotional email: Email is the workhorse that drives event registration.

  To maximize the chances of catching a potential attendee in a moment of receptivity
planning to send at least two or three different emails to the company database
 Sending both HTML and plaintext emails, and position the webinar slightly differently
in each email to appeal to the largest possible audience.

Confirmation email flow: Once people have registered for the webinar, they should get a
confirmation email with details about the date, time, and topic along with a link
to attend the event. One or two reminder emails sent the day before and day of
the event will help drive more webinar attendance

Post-Webinar Emails: After the webinar, send out an email thanking people for attending
and providing a link to the on-demand version of the webinar.
People who registered but did not attend the live webinar should get an email, too,
directing them to the event on-demand.

Other Important Marketing Deliverables

Display ads for web and social: We should do online ads as they are a great way to reach
New audiences that we are not already connected with.
 We have to create display ads in the range of sizes for web pages.
 Sponsored pages on sites like Facebook, Instagram, Twitter will extend our reach

Homepage Banner: Easy policy can create a space on their homepage, for a banner which
Will depict the upcoming webinar that will be happening to let the visitors know about
Upcoming event.