webinar-plan

/digital-marketing-pro:webinar-plan

Purpose

Plan a webinar or virtual event from concept to post-event follow-up, including content structure, promotion strategy, registration optimization, engagement tactics, and measurement framework. Produces a complete execution package that a team can implement without further strategic planning.

Input Required

The user must provide (or will be prompted for):

• Topic/theme: Subject matter and angle for the webinar — what specific problem or opportunity will be addressed
• Target audience: Who should attend — role, seniority, industry, company size, experience level, and pain points
• Objectives: Primary goal — lead generation, education, product demo, thought leadership, customer retention, or partner enablement
• Preferred platform: Webinar tool in use or under consideration (Zoom, Teams, Webex, GoToWebinar, Livestorm, StreamYard, etc.)
• Date/time: Proposed date and time with timezone (or ask for optimal scheduling recommendation based on audience)
• Speakers: Presenters, panelists, or hosts — internal team members and/or external guests with their expertise areas
• Budget for promotion: Available spend for driving registrations — paid ads, sponsorships, influencer partnerships, etc.
• Expected attendance: Target registration and attendance numbers for goal-setting and promotion planning
• Content assets available: Existing slide decks, research reports, demos, or content that can be repurposed for the webinar
• Follow-up goals: What should happen after the webinar — sales meetings booked, free trial signups, content downloads, community joins

Process

1. Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice, compliance rules for target markets (skills/context-engine/compliance-rules.md), and industry context. Also check for guidelines at ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json — if present, load restrictions and relevant category files. Check for custom templates at ~/.claude-marketing/brands/{slug}/templates/. Check for agency SOPs at ~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/digital-marketing-pro:brand-setup)?" — or proceed with defaults.
2. Define webinar format: Select the best format based on objectives, audience preferences, and speaker strengths — presentation, panel discussion, interactive workshop, product demo, AMA, fireside chat, or hybrid format with multiple segments
3. Create content outline with timing: Build a minute-by-minute run of show — opening hook, speaker introductions, content segments with transitions, audience interaction points (polls, Q&A breaks), and closing CTA with time allocations for each block
4. Design registration page copy: Write headline, subheadline, 3-5 key takeaway bullets, speaker bios with credibility markers, urgency elements (limited spots, countdown), and social proof (past attendee quotes, company logos) optimized for conversion
5. Build multi-channel promotion plan: Create a coordinated promotion strategy across email sequences, organic social posts, paid ads (LinkedIn, Meta, Google), partner/speaker cross-promotion, blog/website banners, community outreach, and internal employee advocacy
6. Create presenter prep materials: Develop speaker brief with key talking points, slide structure recommendations, audience profile context, brand voice reminders, Q&A preparation, and technical setup/rehearsal checklist
7. Design attendee engagement strategy: Plan interactive elements — specific poll questions tied to content, Q&A facilitation approach, chat prompts to spark discussion, breakout room activities (if applicable), live resource sharing, and real-time feedback mechanisms
8. Plan post-event sequence: Design the complete follow-up funnel — recording availability timeline, segmented email sequences for attendees vs. no-shows, lead scoring criteria based on engagement, sales handoff process for high-intent leads, and content repurposing plan (blog post, social clips, podcast episode, infographic)
9. Define success metrics: Set targets for registrations, show-up rate, engagement rate (poll participation, questions asked, chat activity), leads generated, pipeline influenced, and attendee satisfaction — with industry benchmark comparisons
10. Create day-of checklist: Build a comprehensive run-of-day timeline covering tech setup and testing, dry run schedule, backup plans for speaker or tech failures, moderator duties minute-by-minute, recording confirmation, and immediate post-event actions