Get an Persuasive Event Planning Proposal Template (Free Sample)

What's in This Template?

  • The ideal proposal structure to win more event planning jobs
  • Three problem/solution sections that focus on what your prospective clients are interested in, and persuasively recommends the right services
  • Sample content that shows you how to give just enough detail to win the job, while still leaving room to be flexible
  • And more!

What Goes Into an Event Planning Proposal?

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.

The Critical Components of an Event Planning Proposal

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:

  • Executive Summary - A one-page summary that briefly describes the event and the important details; helpful for big clients with a long approval chain.
  • Event Purpose - What is the client’s goal for the event? Is it fundraising? Increasing brand awareness? Gaining subscribers?
  • Previous Work - A description of your success with past clients’ successful events, and how this experience will benefit the current client.
  • Event Description - A rundown of how the event will play out.
  • Services Provided - What is included in your event planning services?
  • Event Policies - Payment schedule, cancellation policy, and so on.
  • Proposed Budget - Your fee, and the costs for the event.

Questions You Must Ask the Client Before Writing an Event Planning Proposal

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:

  • What’s the purpose of the event? The ultimate goal?
  • What audience is the event geared towards?
  • What kind of atmosphere does the client envision?
  • How many guests will the event host?
  • Is there an established aesthetic the event should follow?

Mistakes to Look Out For When Writing an Event Planning Proposal

A lot of event planning proposals get dismissed because of strategic errors in execution. Here are a few of the most common:

Personal Vision Overreach

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.

Not Enough Client Input

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.

Undefined Event Policies

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.

Generic Style

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.

Additional Resources and Tools

Melanie Woodward has written a good basics article on Her overview runs from the initial meeting with the client through the presentation of your proposal.

Max Miller’s article on includes a video walking you through the proposal writing process.

Jordan McArthur’s article on 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.

Preview: Event Planning Proposal Template

Event Planning Proposal Template Cover Image

Identifying Your Needs

Identifying Your Needs

{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:

  • Attract a larger, more excited group of attendees
  • Take care of the details so you don’t have to, entertain attendees, and motivate them to do future business with your company
  • Define staff roles, identify event goals, and organize a checklist of action steps leading to a successful [Client Event Type]

Without a thorough and professionally developed strategy for planning, {client_name} risks losing attendees – and their future business – to competitors.

Creating a Solution

Creating a Solution

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:

  • A professionally organized [Client Event Type] – Attention to detail is absolutely essential in the planning process. A professionally developed, comprehensive checklist and planner helps to ensure everything stays on track, from food and beverage selections to speaker contacts to working with venue management.
  • Defined roles for everyone involved– {my_company} will be available to make sure every person involved in the [Client Event Type] has a clear understanding of what their role is so that you can focus on the things that matter: communicating with your attendees.

Recommendations for Your Company

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
  • Development of a professional planning checklist with planning documents – A checklist ensures all details are covered. It provides timeframes and accountability, with actions extending to follow-up once the [Client Event Type] is complete. The result is a well organized [Client Event Type] that offers a great experience for attendees, resulting in repeat business and referrals.
  • Execution of the checklist for a great [Client Event Type] experience – We meticulously take care of every detail, from the photographer, to the food and beverage, so that you can focus on the things that matter most to you, while never having to worry about the great experience your attendees will have at your [Client Event Type].

Why Choose {my_company}?

{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:

  • {my_company}’s planners are experienced professionals – There is more to planning than choosing banquet entrees. {my_company}’s planning includes seasoned professionals from the planning and hospitality industries. These experts will always be available, developing the checks and balances systems that make for a successful [Client Event Type], and offering experienced advice on how to improve your outcomes.
  • {my_company} employs a large team with a wide range of industry knowledge, and experiences – We’ve got experienced professionals on the {my_company} team who have worked or consulted in a wide variety of industries. We understand that every business sector is unique and will not offer cookie cutter approaches to your unique challenges.

Project Timeline

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

Next Steps

To take advantage of this proposal and proceed with the project as outlined, {client_name}’s next steps must be to:

  • Accept the proposal as-is; or
  • Discuss desired changes with {my_company}
  • Finalize and sign the contract
  • Submit an initial payment of 50 percent of total project fee

Next Steps

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.

Terms and Conditions

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.