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An event proposal template is used by event planners, consultants and freelancers to detail their services and costs to a potential client.

Whether it’s for organizing a small comedy night, a business seminar, or a large-scale industry exhibition, an event proposal should comprehensively outline every single aspect of an event.

It should be written at the very early stages of planning, and will often cover the aims and objectives of the event, the individuals and companies involved, and the logistics of successfully running the event from start to finish.

Think of it as a mission statement, business plan, and roadmap all rolled into one.

Image Credit: templatelab.com

1. Why do you need an event proposal template?

A well-structured and easy-to-understand event proposal template allows you to demonstrate to your clients that you have the knowledge and skills required to deliver a successful event. 

Using a template means you can refine your approach over time, rather than writing a new proposal from scratch for each prospective client.

The template should give you the space to convey your experience and inspire confidence in your abilities. You need to take your stakeholders, sponsors and key decision-makers on a journey, helping them envision what the finished event will look like, and how you intend to make that happen.

In short, it needs to be more than line items and their associated costs.

2. What should you include in your proposal?

Your event proposal should contain the following information:

2.1. Your vision

This is your chance to stand apart from your competition. Paint a picture with your words and get your prospects on the hook.

2.2. Your experience

It’s vital that you instil trust in your ability to deliver the event. Provide a concise and confident professional bio, outlining your previous event planning successes and the skills you can bring to the table.

2.3. Your strategy

Following on from your vision for the event, you need to detail your plan for delivering it. This should cover the whens, wheres and hows, the logistics of delivery, and who will be involved and in what capacity.

2.4. The cost

Finally, your proposal must include a detailed breakdown of the costs involved in staging and delivering the event. While some clients will want to skip to the headline figure, most will want to understand how you arrived at that number.

Image Credit: dexform.com


3. Creating a winning event proposal template

Right below you'll discover our 6-step recipe for crafting and sending event proposals that win gigs.

3.1. Bring your vision to life

Your event proposal needs to go beyond the realm of stuffy business documents and instead act as a compelling, narrative-driven story. While your clients will undoubtedly want to know the ins and outs of how you plan on delivering the event, they also want to feel excited. 

This is your chance to make an emotional connection. Write with a clear structure: a beginning, a middle, and an end, and take your reader on a journey.

3.2. Remember, you’re the expert

So act like one! Be confident in your abilities and use an authoritative (yet friendly) tone throughout your proposal. Avoid hedging or weak language, swapping words like “I feel”, “I think” or “I believe” with stronger alternatives, such as “I know” or “I expect”. This will make your message appear more robust, and you more trustworthy as an expert in your field. 

Likewise, don’t be afraid to be contradictory. If you believe this event can’t be delivered within the timeframe or budget, say so. There’s no use bending over backward trying to win the business if you know deep down it’s doomed to fail. 

3.3. Mirror the brief to show you “get it”

If your client has supplied you with a brief outlining their own vision for the event, you need to demonstrate that you’ve listened and understood. The moment your proposal goes off on a tangent and doesn’t match what they had in mind, it will be quickly dismissed. 

Consider recapping the brief to show that you’re on the same page, before delving into the detail of how you plan on delivering the event.

3.4. Design matters

Yes, the content of your proposal is the most important factor in whether or not you win the business, but you can’t underestimate the role the design of your event proposal template can play. 

Don’t submit a boring, run-of-the-mill template that looks the same as every other template out there; this is your chance to really “wow” your prospect. Consider adding branding, images, and attachments to your proposal to elevate the pitch above your competition.

3.5. Be transparent about cost

When you’re writing your event proposal, you can’t skirt around the issue of money. It’s an inevitable part of any business discussion. So, instead, embrace it. Be fully transparent and highlight where and why certain costs are being incurred. This should counter any shock or surprise when your client finally reads the headline figure attached to your services. 

You might also consider including the option to upgrade or downgrade certain services so that your client feels more in control over their budget. 

3.6. Don’t shy away from the detail

You could be tempted to try and cram everything into one page. Don’t be. While that might seem more palatable for the client, they’re only going to end up with more questions than answers. 

Your event proposal template should have ample room for you to detail your plan and demonstrate your abilities. Follow a structure and don’t be afraid to drill down into the nuts and bolts; doing so will inspire confidence that you do in fact know what you’re talking about!

In summary

The next time you’re creating an event proposal template, remember: 

  • Paint a picture with your words and take your client on a journey.
  • Position yourself as an expert, then act like one.
  • Don’t shy away from detail, and be transparent about the cost.

Do that, and you’ll be well on your way to delivering an epic event proposal in no time.

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