FREE TEMPLATE

Event promotion plan template for social media

An event promotion plan sets out how you'll fill an event using social media: the key details, what to post on each platform from four weeks before to the day after, which link each post uses, and how you'll measure the result. This one is filled in for a fictional garden centre's wreath-making workshop, with made-up results and a blank version to download.

Free, no signup · Updated · Opens in Excel, Google Sheets or Numbers

Download

In Google Sheets: File, Import, Upload, then pick the CSV.

What's inside

  • An event details sheet: what, when, where, who it's for, price, places, booking link and the one-line reason to come
  • A timeline from four weeks before to the day after, with platform, format, post, link and owner
  • Places for a Facebook Page event, a Google Business Profile event post and an Instagram countdown sticker
  • A results sheet: bookings by platform from tracked links, attendance and what to change next time

How to use it

  1. Fill the event details sheet first. Every post will reuse these facts, so get them right once.
  2. Write the one-line reason to come. If you can't, the posts won't be able to either.
  3. Build a UTM link for each platform so you can see where bookings came from.
  4. Work backwards from the event date and fill the timeline: announce, explain, show, remind, then thank.
  5. Create the event listings early: an event on your Facebook Page and an Event post on your Google Business Profile, if you use them.
  6. Schedule the posts, but leave room for live updates on the day, such as Stories.
  7. The day after, fill the results sheet and note what to change for the next event.

Preview: Event details

A filled example for a made-up small business, first 8 of 12 rows.

FieldExampleNote
EventWreath-making workshopExample event, made up for this template
HostHolloway Garden Centre (example business)
Date and timeSaturday 21 November 2026, 10:00 to 12:00
WhereThe glasshouse café, Holloway Garden Centre
Who it's forAdults who want a handmade door wreath; no experience needed
Price£35, including all materials, a hot drink and a mince pieExample price
Places24
Bookinghollowaygarden.example/wreathThe .example address is a placeholder

Preview: Promotion timeline

A filled example for a made-up small business, first 8 of 13 rows.

WhenDatePlatformFormatPost or taskLinkOwnerStatus
4 weeks beforeSat 24 OctFacebookPage eventCreate the event with date, price, photo and booking linkFacebook UTM linkRajDone
4 weeks beforeSat 24 OctGoogle Business ProfileEvent postAdd an Event post with title, dates, photo and an action buttonGoogle UTM linkRajDone
4 weeks beforeSat 24 OctInstagram, FacebookCarouselAnnounce: what you'll make, when, price, how to bookInstagram and Facebook UTM linksGwenDone
3 weeks beforeSat 31 OctInstagram, TikTokShort videoGwen making a wreath in 30 seconds, sped upLink in bioGwenDone
2 weeks beforeSat 7 NovInstagramStoriesWhat's in the box: the foliage, ribbons and dried fruit you'll useLink stickerGwenScheduled
2 weeks beforeSat 7 NovFacebookPhotoMeet your hosts: Gwen and Raj, and why they run itFacebook UTM linkRajScheduled
1 week beforeSat 14 NovInstagramStoriesCountdown sticker to the workshop, plus places leftLink stickerGwenDraft
1 week beforeSat 14 NovInstagram, FacebookSingle imagePlaces left, with the date in the first lineInstagram and Facebook UTM linksRajDraft

Preview: Results

A filled example for a made-up small business.

MeasureWhere to find itTargetResultNote
Places bookedBooking system2424Example figures, made up for this template
Bookings from InstagramBooking system with UTM sourcen/a9Most came after the countdown Stories
Bookings from FacebookBooking system with UTM sourcen/a8Several said they found it through the Page event
Bookings from GoogleBooking system with UTM sourcen/a3
Bookings with no sourceBooking systemn/a4Walk-ins and phone bookings; ask 'how did you hear about us?'
Waiting listBooking systemn/a11Enough interest to add a second date
AttendedHead count on the day2422Two no-shows; send a reminder the day before next time
What to change next timeTeam chat after the eventn/aOpen bookings five weeks ahead; add a second date as soon as the waiting list passes ten

Tips

  • Holloway Garden Centre, its prices and its results are made up. Nothing here is a typical booking rate.
  • People need several reminders, so plan posts at different stages: announce, show what happens, introduce the hosts, then count down.
  • Show the event, not just the poster. A video of the thing being made does more than a graphic with the date on.
  • Menus and steps for event listings change. Check Facebook's and Google's help centres for the current way to add an event before you start.
  • Ask permission before posting photos where people are recognisable, and never post children without a parent's yes.
  • If you use Zolyp's Autopilot, keep event posts under review so dates, prices and places left are checked before each one goes out.

Common questions

How far ahead should I promote an event on social media?

Around four weeks suits most small, local events: long enough for listings and several reminders, short enough that people don't forget. Bigger or more expensive events may need longer.

Which platforms should I use to promote a local event?

Wherever your customers already follow you. For many local businesses that means Instagram and Facebook, plus a Facebook Page event and an Event post on your Google Business Profile so people searching nearby can find it.

How do I know which posts sold tickets?

Use a different UTM-tagged booking link for each platform, and ask 'how did you hear about us?' at booking. Your booking system or website analytics can then show sales by source.

Is the example a real event?

No. The garden centre, workshop, people and results are made up to show what a filled plan looks like.

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