Select Page

Room 214 recently hosted a webinar on category leadership. If you missed it, you can find the recording here. Webinars are a service we provide for our clients and while executing one of our own, we put together a comprehensive process document to tie together the resources, people, and steps needed to set yourself up for success. 

Establish your Goals: 

  • For Room 214, we wanted to produce a webinar that:
    • Reinforced our people/brand as thought leaders
    • Generates leads for our clients (or Room 214) 
    • Drives awareness of a product or offering
    • Builds contact list
    • Drives traffic to site

Determine Who Needs to be Involved: 

  • Producer – Creates brief, manages schedule, production details, works with creative team for any assets (promotional or for the webinar) and webinar host
  • PM/ Account Person – Generates promotional plan, executes all promotion, works with producer to execute webinar
  • Designer – Creates campaign assets and helps with deck design
  • Digital Marketing Specialist- sets up/ manages paid campaigns
  • Marketing team – Helps establish goals oversees the effectiveness of webinar
  • Employees – promotes to their networks (if internal)
  • Subject Matter Expert(s) – Could be the presenter or the person informing the presentation, also could include 
  • Presenter(s) – The subject matter expert conducting the webinar 

Tools & Resources: 

  • Zoom (or preferred provider) – platform used to execute webinar
  • Email platform – used to send promotional emails, we used Hubspot
  • Social platforms – used to promote webinar, we used Linkedin since our target was marketing executives
  • Employee email template – email copy provided for employees to share directly with their networks

What to Complete Before Getting Started:

  • Project brief
  • Team assignment
  • Webinar title, topic and description
  • Goals (outlined by the client or Room 214) 
  • Webinar host

Outlined Steps

STEP 1: Kick off

  • MEETING: PM/ Account person schedules meeting with entire team
  • Meet with team to discuss the broad objective of the webinar. Once this meeting is complete, the planning phase can begin

STEP 2: Planning

  • MEETING: PM and producer meet to begin planning
  • Determine topic of webinar, who will be the host, and when you’d like the webinar to take place
  • Develop brief for webinar 
  • Get sign off from the team on the brief and project timeline

STEP 3: Designer Kickoff

    • PM/ Account person provides list of assets needed to promote webinar. See below: 
      • Linkedin ads (if applicable) 
      • Social posts
      • Email headers
      • Website popup
      • Presentation deck
      • Webinar platform creative and copy
      • MEETING: Producer meets with designer to go over creative needs and timeline
      • Assets delivered

STEP 4: Paid Promotion

  • MEETING: PM meets with paid media specialist to develop paid plan
  • Paid plan is sent to/ approved by team
  • Paid media is launched according to agreed upon date/ optimized when appropriate
  • We targeted marketing executives on Linkedin

STEP 5: Organic Promotion

Post across platforms to promote upcoming webinar, the following was the cadence we followed. Send out a toolkit of copy and creative and have employees post to their personal networks as well as invite client and professional contacts to the webinar personally via email. 

Social

  • Two weeks before launch: Teaser post asking people to join webinar
  • One week before: Reminder post
  • One day before: Last call post

Email:

  • Two weeks before: Invitation to large list of subscribers inviting them to register
  • One day before: Reminder to register for those who still haven’t registered, be sure to omit those who have from the list
  • One week before: Reminder email for those who signed up for webinar, through Zoom
  • One day before: Reminder email for those who signed up for webinar, through Zoom

Other: 

  • Two weeks before: website popup prompting people to join
  • Two weeks before: ask all employees to invite clients and share on their personal social media
  • Two weeks before: book an inviting room for the webinar 

STEP 6: Final QC

  • Include a list of final things to check to make sure the work is review or client ready. Here are some examples:
    • Think of questions to seed during webinar in case there aren’t any
    • Determine how you would like the flow to be. Questions at the end? Questions throughout? Any polls?
    • Schedule test sessions to practice the webinar and have the team join as participants to test features

STEP 7: Webinar Launch

  • Let other employees know to be quiet during filming
  • Run through a final rehearsal of the presentation within the webinar system of choice
  • Have an inviting background if possible
  • Test internet connection
  • Go live! 

STEP 8: Follow up promo/ drip campaign

Take the list of those who attended your webinar and enter them into a drip email campaign. The following structure is what we used adhering to the “help, help, sell” guidelines: 

  • Email 1: Follow up with registrants with webinar video and presentation deck, add a link at the bottom to set up time with webinar host (if applicable)
  • Email 2: Offer something helpful outside of the webinar, we provided relevant blog post, food and wellness email signup, and button to schedule call with webinar host
  • Email 3: Last email is the “Sell” offers our capability deck

STEP 9: Reporting

In order to pull the report from Zoom, follow these steps: 

  • Log into admin Zoom account
  • Go to “account management”
  • Go to “reports”
  • Select “webinars”
  • Select “attendee report” 
  • Select appropriate webinar 
  • Click “Generate CSV report” Note, this CSV report can be uploaded to Hubspot or other email platforms as an email list for the drip campaign

Now you’re ready to go live, or as ready as you could be.

Vanessa Kahn

Vanessa Kahn

Vanessa loves to help brands excel through a focus on quality content and a finger on the pulse of current trends. When she’s not researching the latest in the food and wellness industry or crafting the perfect caption for social, you can find her driving up to the mountains with a cappuccino in hand.
VIEW ALL POSTS
0 Shares
Share
Tweet
Share