If you want to break into the top tier of event planning, with big clients, big ideas, and big paychecks, you need to be able to write a great event planning proposal.
As an event planner, you have an advantage when it comes to proposals: it’s what you do. The proposal itself is a plan. This is your opportunity to fully lay out your idea of how the event is going to play out, and draw the potential client into your vision.
Begin with the reason for the event. What does the client ultimately hope to accomplish? Use the answer to that question as your entire foundation. All of the event management elements, from your self-introduction to aesthetic choices to services offered, is built on that reason.
Once you’ve gotten the client to answer a few strategic questions, you’ll have all you need. With the following guidelines and our customizable Event Planning Proposal Template, you’ll be able to craft captivating event proposals with ease.
Each event is unique, but all of your proposals should contain common formal elements. Having a planning checklist and bullet points of proposal inclusions makes it easier to fully present your ideas, and easier for the client decision makers to say ‘Yes.’
Here are a few of the most common proposal sample elements:
For your proposal to have maximum impact, you must build it on the client’s desires.
Sometimes, though, the client doesn’t know what they want when it comes to planning events. Or they might not be able to articulate what they’re looking for.
Here are a few strategic questions to help you tease out what the client is really looking for:
A lot of event planning proposals get dismissed because of strategic errors in execution. Here are a few of the most common:
You have the perfect event in mind, one you’ve been imagining ever since you began your event planning career.
But it doesn’t match the client’s needs.
An event must serve a specific purpose. It’s to raise brand awareness, or attract donors, or some other defined function. The success of an event is measured by how well it accomplishes its purpose.
If your perfect party specifically matches the client’s needs, that’s fantastic. If not, focus on the client first. Use your vision to inform, not to dictate.
The client has requirements for the event.
They might have dates and times. They might have a select guest list. They might have menu specifications.
The client might not even realize they have requirements; you might need to ask a few clarifying questions to make sure all the bases have been covered.
You have your own requirement: protecting your business.
Weather might force event cancellation. Rowdy guests might cause damage to the event space. Some things are beyond your grasp.
Guard against events that are out of your control by including a comprehensive set of event policies in the proposal. Include items such as a cancellation policy, rental/damage policy, and payment due dates. Make all of this crystal clear, to avoid trouble down the road.
Event planning is a service business, and the proposal must reflect your personal touch.
Let your style and hallmarks run through the fabric of the proposal and the event. A boring proposal means a boring party.
Once you’ve established a firm foundation for the event in the purpose and requirements, let your imagination run wild. Present your vision, in all its excitement and glory, and draw the client into it.
Melanie Woodward has written a good basics article on TheBalance.com. Her overview runs from the initial meeting with the client through the presentation of your proposal.
Max Miller’s article on EventPlanning.com includes a video walking you through the proposal writing process.
Jordan McArthur’s article on Guidebook.com focuses a bit more on the style and vision side of an event planning proposal. He includes a lot of suggestions to make sure you’re really selling your artistry.
{client_name} needs to attract an engaged audience of [3000] to its [Client Event Type], and provide attendees with a great experience to generate repeat registrations for future [Client Event Type]s. {client_name} faces a number of obstacles, such as: 1) building attendee numbers, 2) allocating staff resources to the planning process, and 3) successful marketing.
Professional planning for your company’s [Client Event Type] will help you to:
Without a thorough and professionally developed strategy for planning, {client_name} risks losing attendees – and their future business – to competitors.
Here’s are the solutions {my_company}’s planning team offers to help {client_name} hold a great [Client Event Type], yielding higher attendee numbers and increased future business:
Working with {my_company} will allow {client_name} to obtain the professional planning it needs to overcome the challenges it faces. If hired, we’ll break the project down into the following services:
Development of a Professionally Created Checklist with Planning Documents
While every organization’s [Client Event Type] is unique, each can benefit from a comprehensive checklist. The more complex the [Client Event Type], the more detailed the planning documents should be. In addition to an overall checklist and timeline, we will create associated planning documents, including a food and beverage planner that will serve as the order for your venue’s banquet management. Planning documents ensure every last detail of the planning is addressed. It provides timeframes and accountability, with actions leading up to the day of execution. The result is a well-organized, great experience that leaves attendees with a lasting impression, resulting in repeat business and referrals.
Execute the Checklist and Implement a Well-Run [Client Event Type]
Communicating with your prospective attendees is {client_name}s role. Ours is everything else. We will carefully and swiftly execute the planning checklist so that your [Client Event Type] leaves a lasting impression on everyone who attends. We’ll make sure all roles are clearly defined so that there are no avoidable mishaps, and we will be available and on hand for emergency control, should there be a need.
Building Business Through Professional Planning
| $4,580 |
{client_name} needs to establish long-term relationships with its customers in order to generate consistent revenue from its events and allow for long-term growth. {my_company}’s planning team can create excitement while ensuring even the smallest planning details are covered. Here’s why we can help {client_name} achieve its goals better than any other planning agency:
If {client_name} hires {my_company} to plan its event, our timeline would proceed as follows:
| Phase | Activities | Completion |
| Development of a planning checklist with documents | {my_company} will analyze {client_name}’s planning needs and develop a custom designed checklist with planning documents. In addition, {my_company} will be available to help {client_name} implement the action steps. | 03/15/XX |
| Implementation of planning checklist for [Client Event Type] | {my_company} will arrive early to ensure all details are put into place as planned, and will be there through the end of the event to ensure, every step of the way, that each action step is implemented. | 06/01/XX |
To take advantage of this proposal and proceed with the project as outlined, {client_name}’s next steps must be to:
Once completed, {my_company} will contact {client_name} to schedule a project launch meeting to make introductions and gather information before beginning the work.
We’re happy to make changes to project scope on {client_name}’s request at any time, but certain changes may be subject to additional billing.
Once the project fee is paid in full to {my_company}, any elements of text, graphics, photos, trademarks, or other content furnished to {client_name} for inclusion in marketing and promotional activities are owned by {client_name}.
{my_company} assumes {client_name} has permission from the rightful owner to use any code, scripts, data, reports or other content provided by {client_name} for inclusion in its event or company website, and any related materials, and will hold harmless, protect, and defend {my_company} from any claim or suit arising from the use of such work.
{my_company} retains the right to display graphics and other creative content elements related to this planning project as examples of its work in its services portfolio.
This agreement becomes effective only when signed by agents of {client_name} and {my_company}. Regardless of the place of signing of this agreement, {client_name} agrees that for purposes of venue, this contract was entered into in [STATE] and any dispute will be litigated or arbitrated in [STATE].
The agreement contained in this contract constitutes the sole agreement between {client_name} and the {my_company} regarding all items included in this agreement.