There's plenty to think about when planning an event, whether it’s for 10 people or 1,000 people. From the venue and catering to the event speakers and schedule, your conference, trade show, workshop, or gala must be well organized.
One important area you should never overlook is the event program. Even in today’s digital world, having a physical booklet with all the important information your guests might need to know is essential. You can also pair this with an app for your tech-focused attendees!
What is an event program?
An event program is a digital or physical document containing all the relevant information about an event. It typically includes the schedule of the programs throughout the event, listed in chronological order, along with details about event sponsors and any speaker biographies.
The goal of an event program is to give attendees a better understanding of what to expect from the event so they can manage their time accordingly. They’re an essential part of event planning and can typically be created in event planning software ahead of time. This makes it easier for the event team to review and update as necessary during the planning process and distribute the event programs to attendees before the event starts.
Types of event programs
Most event programs have traditionally been in a physical, paperback format, such as a booklet or leaflet. Depending on the type of event, these booklets may be used to review speakers' or sponsor information later or as a keepsake for attendees. This format is still a popular choice for many events, but additional options include:
- An event app: These days, event hosts use a physical and digital event program to keep all details accessible at any point. Apps are a great way to avoid confusion if guests lose their paper booklet or simply prefer to have information on their phone. Many event apps now offer guests the ability to individually select which speaker sessions to attend if at a large conference, meaning they can build a personalized schedule that syncs with their calendar.
- A web page accessible via QR code: A QR code added to the event ID can be a great alternative to a standalone app. All information listed in a physical program can be replicated digitally on this event landing page and then accessed via smart devices through the QR code.
- Sandwich boards or signage at the venue: Having event program details noted on boards around your venue can be helpful for guests looking for information quickly. Whether you’re trying to direct people to the correct room or giving them a look ahead to the events coming up that day, these are useful in a large space with multiple locations.
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Why event programs are important
An event program may feel unnecessary when you’re in the planning process, but it’s a vital part of the event. These programs help structure and organize your event, helping guests navigate and avoid any confusion about where they’re meant to be.
They help people manage their time
Having all of your guests in the right place at the right time is essential, especially if you have multiple options for speakers and workshops or resuming after a lengthy break like lunch. Your event program is the go-to resource for attendees to know what’s happening and what they can expect the day to look like.
They create excitement
People love to know what’s coming up and start looking forward to it, so design your event program to build that anticipation right from the start. Suppose you’re releasing any program information ahead of time. In that case, this can also increase your overall attendance if people see that the event is well organized and has sessions or activities they’re eager to participate in.
They contain important information
Details like times, locations, or contact information for the event hosts should all be key components of your event program. Including an FAQ section may also be helpful. If you’re using a digital format, allowing guests and attendees to submit their questions beforehand and during the event can create a more effective event program.
They build relationships with sponsors
The event program is the place to highlight who’s supporting the event and show your appreciation. This is an important form of marketing for many businesses, especially at large conferences, since all attendees will be looking for information about their company. So be sure to keep your sponsors happy with a well-designed event program that they feel is worthy of the investment they’ve made.
They enhance your brand image
As the event host, everything you do reflects on your brand. A thoughtful and informative event program makes your business look professional and organized and can help you stand out above competitors who may host similar events. You always want your attendees to leave with a positive view of your company, and the event program is a small but vital part of establishing that brand image for your guests.
Best practices for designing an event program
Whether you’re working with an external graphic designer or putting together your event program in-house, there are several important design tips that you’ll want to keep in mind as you’re building out your event program.
While it may seem simple, focusing on the small details can take your program from good to great and leave your guests with an excellent, lasting impression. Such details include:
- Interesting visuals: Graphics, illustrations, or even photos can make your event program more than simply informative. They can be a good talking point between guests or attendees and another way of reinforcing your brand identity visually.
- Typography: There’s nothing worse than overdoing the number of different fonts in your event program and making it difficult for attendees to read. After all, the whole point of an event program is to help them! Stick to 2 or 3 fonts from the same or similar font families to vary your text but still keep it streamlined and visually pleasing.
- Lists and blocked text: Your event program will likely contain plenty of information, so break up large sections of text into blocks or use a bulleted list format. This makes the details easier to read and comprehend. Don’t be afraid of white space, either, as it can be a good place for attendees to jot down notes or reminders while at your event.
- Experimental folds and sizes: You don’t have to stick to a standard half-fold booklet if that doesn’t work well for your event type. Try different formats like a tri-fold brochure or accordion-style paper to make your event program truly unique and distinctive.
Crafting a little book for your big event
Event programs are worth investing time and money into as an added element to your event. Not only are they necessary for giving your guests all the information they need, but they’re an added piece to the larger puzzle that makes your event a success.
Create, market, and execute events of all sizes using event marketing software that helps you at every stage of your event planning, from registration to promotion.
Holly Landis
Holly Landis is a freelance writer for G2. She also specializes in being a digital marketing consultant, focusing in on-page SEO, copy, and content writing. She works with SMEs and creative businesses that want to be more intentional with their digital strategies and grow organically on channels they own. As a Brit now living in the USA, you'll usually find her drinking copious amounts of tea in her cherished Anne Boleyn mug while watching endless reruns of Parks and Rec.
