Key Web Elements for Event Planners
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Key Web Elements for Event Planners
Kate Gingold
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Key Web Elements for Event Planners

The Sprocket Report

Spring means folks are coming out of hibernation and they’re ready to party! If your not-for-profit or business has an event planned, here’s your checklist for successful digital marketing.

Yes, we design websites but we also use them like any other visitor when looking for a fun or interesting event to attend. We often wind up frustrated because we can’t find the information we need. Seriously, we’ve thought about founding a not-for-profit to help not-for-profits learn how use the web effectively.

Not-for-profit organizations may hold annual fundraisers, but businesses also plan events like grand openings and special presentations. Online marketing is one of the cheapest options out there, but folks fail to put it to work for them and are faced with disappointing attendance. The online options for marketing are many, but the foundation to build upon is your own website. 

It’s surprising how many organizations don’t complete even the most basic tasks of digital marketing. How much of this checklist can you check off for your upcoming event? 

Event Digital Marketing Checklist:

Landing Page
A temporary micro-site for your event would be most advantageous, but a specific page for your event would also work. A paragraph or a calendar listing is better than absolutely nothing, but not by much. 

Mobile-Ready Site
Responsive designs for mobile viewing make it easy for patrons to locate handicapped parking areas, hours of operation, maps, directions and other information they need while en route to your event.

Website Support
Send press release emails to traditional news outlets and post your own articles and calendar events on and similar websites. Be sure to include the URL to your event information. Not only will you get in front of more eyeballs, you’ll lead search engines back to your site. 

Social Media  
Post early and often on Facebook and Twitter, but don’t forget to create an Event on your Facebook page as well because folks aren’t going to scroll through all of your old posts to find event details.

Shareable Links
Do write Facebook posts linking back to your event’s website or webpage, but check the thumbnail posted from the shared URL. Graphics or photos are more eye-catching than plain text, but sometimes the graphic doesn’t show up or Facebook shares the wrong one. 

Searchable text  
Event information should be text on your webpage so it is easily available to search engines. Graphics of text and pdfs need special treatment to optimize them for search.

Consistent Message across Channels
It may seem redundant to you, but please make all information available on all media outlets. There’s a different audience at each outlet needing full details and “same as last year” means nothing to someone who didn’t go last year. 

This year could be your best-attended event ever! The Daily Herald’s Summer Fun Guide is going to press soon if you haven’t already emailed your details to, but remember you can update your website hourly if you want. Contact us today to talk about how to really rock the web for your event. We’re happy to help!

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Kate Gingold

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

Other posts by Kate Gingold
Contact author Full biography

Full biography

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

Previous Article Unconventional Networking
Next Article Move It Or Lose It!

5 comments on article "Key Web Elements for Event Planners"

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I am the even chair for our local Relay For Life Norridge/Harwood Heights event, August 9th beginning at 6 p.m. Please check out our Facebook page RFLNorridge and let me know where I should send info about our event or how to find them and what you think of our site. Thanks Theresa

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Don Gingold

Your Norridge/Harwood Heights page looks quite nice -- it's great for you that national put thought and effort into creating their website, including responsive design for mobile viewing. Your Facebook page is also nicely done and the friendly faces in the banner hoto are very welcoming.

"Content Is King," as they say, so the more content the better. Even if you don't have all the details yet, you can post "check here later for an update about ___." Are non-relay participants also invited? Where can they stand to watch? Where do they park? Is there public transportation nearby or handicapped parking areas? Post all the details you can.

Use as many graphics as possible since people's eyes are drawn to them. Particularly with the events so when folks post the event to their own FB pages there is a graphic other than the big blue number box that is the FB default graphic.

As far as places for publicity, google "news outlets" in Norridge and surrounding areas for email addresses. doesn't have a Norridge page, but they do have a Park Ridge page. Chambers of Commerce and city websites have community calendar pages and Facebook pages of their own. And you may find links there for bloggers or other news outlets.

Best of luck in promoting your event!

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Good idea! I hate websites that don't keep their calendar up to date!

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The summer festival season is coming! Hopefully, they'll heed your message!

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Kate Gingold

Thanks, Joe and Jane, for your comments. We knew we weren't the only ones frustrated by incomplete festival calendars!

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