Plan an event marketing campaign

**Campaign Plan: "Scale Summit 2026" (B2B SaaS conference, 800 attendees, Austin)**

**PRE-EVENT**

*Content calendar (6 weeks → day-of):*
- Wk 6: speaker lineup reveal + "why this year" founder post
- Wk 5: agenda drop + early-bird deadline push
- Wk 4: 3 speaker spotlight reels
- Wk 3: attendee testimonial carousel from last year
- Wk 2: "5 sessions you can't miss" + networking app launch
- Wk 1: logistics, what-to-pack, last tickets
- Day-of: live countdown

*Email sequence:* (1) Save the date → (2) Agenda + early-bird → (3) Speaker spotlight → (4) Last-chance early-bird → (5) Final-week logistics → (6) See you tomorrow.

*Paid ad angles:* FOMO ("800 SaaS leaders, one room"), ROI ("one deal pays for your ticket"), authority (named speakers), urgency (price tiers).

**DAY-OF**
- Social plan (hourly): 8am doors, 9am keynote live-quote graphics, 11am session clips, 1pm lunch networking shots, 3pm panel hot-takes, 5pm rooftop reception.
- Roles: 1 photographer, 1 live-tweeter, 1 short-form editor cutting clips in-venue, 1 community lead in the event app.

**POST-EVENT**
- Recap assets: highlight reel, session recordings gated behind email, "best quotes" carousel, attendee stats infographic.
- Lead follow-up: same-week thank-you + recording access; sales-qualified leads routed to AEs within 48h; non-buyers into a 4-email nurture.

**Budget allocation:** Paid social 35%, search/retargeting 20%, email tooling 10%, content/creative 20%, influencer/speaker amplification 15%.