Project: Event Management

Challenges Faced

 

Before automation, ME360's event management process was manual and time-consuming. Due to the volume of events, seminars and retreatesthey were organizing, this started become inefficient, error-prone and not scalable:

• Manual Registrations: Handled through emails and Excel spreadsheets.

• Communication Overload: Endless emails for confirmations, reminders, and follow-ups.

• Scheduling Conflicts: Manual calendar entries led to errors and overlaps.

• Lead Management Issues: Difficulty in tracking and nurturing leads effectively.

• Delayed Notifications: Real-time updates were challenging, leading to participant confusion.

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This is how the process looked like in order to build the infrastructure and tackle these issues for ME360:​​
 

Analysis

 

A thorough examination of ME360's existing event planning and communication processes was conducted to identify their pain points, and the steps which needed the most attention to be streamlined in order to avoid routine, repetitive and error-prone work.

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Infrastructure Development

 

A modular communication and management system was designed, digitally mapping each phase of the event process:

Event details backup,  Manage signups and subscribing attendees for emails, Create and update events in event management platforms, Automate calendar updates and scheduling, Automate lead management, Automate notifications for real-time updates

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Automation Implementation​

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1. Back Up Event Details

 

ME360 used Google Sheets and Airtable to automatically back up all event registration details. Connected via automation platforms like Zapier and Make, every new registration and update was logged in real-time.

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- How could this work for me?

- The more attendees you have, the easier it is to lose track of critical event details. And the more events you run, the more details you have to manage. Automatically backing up event data in a spreadsheet stores every registration, update, and attendee action in one centralized, easily accessible place. That way, your event management process stays streamlined and error-free, even as it scales.

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Tools: Google Sheets, Airtable, Eventbrite, Zapier

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2. Manage signups and subscribing attendees for emails

Mailchimp and ActiveCampaign were connected to registration tools (like Eventbrite) to instantly subscribe attendees to segmented mailing lists for pre- and post-event communication.

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- How could this work for me?

- Automatically send attendee details from your event platform to a spreadsheet or database. By keeping your data organized and updated in real time, you'll always have an accurate record to reference for tasks like checking attendance, contacting guests, or analyzing your event's success.
Add new or updated attendees to your email marketing tool so you can focus on crafting personalized, timely communication. Whether sending pre-event reminders, sharing event materials, or following up with a thank-you email, having your mailing list ready and organized lets you deliver a professional and engaging attendee experience. 

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Tools: Mailchimp, ActiveCampaign, Eventbrite, Zapier

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3. Create and update events in event management platforms

A centralized automation via Zapier linked Zoom, Google Calendar, Eventbrite, and Airtable, ensuring real-time sync between registration, scheduling, and communications.

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- How could this work for me?

Event management often involves juggling multiple platforms, including ticketing systems, webinar tools, calendar integrations, and attendee management software. Manually synchronizing these systems is unsustainable as your business (and event attendance) grows. Instead, automate the information flow between your event management tools to keep your records up to date and streamlined.

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Tools: Zapier, Zoom, Airtable, Google Calendar, Eventbrite

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4. Automate Calendar Updates and Scheduling

Calendars were updated automatically with each new event or session through tools like Calendly, Google Calendar, and Arlo. This gave ME360 a real-time visual timeline.

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- How could this work for me?

- Automating calendar management gives you a centralized view of your event timeline and makes sure you never miss a registration deadline, meeting, or important task. It also helps your team stay informed and aligned, since they can easily access up-to-date event details in a shared calendar. This streamlined approach keeps your schedule organized, reduces stress, and helps your event planning run smoothly from start to finish.

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Tools: Google Calendar, Calendly, Arlo, Eventbrite

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5. Automate Lead Management

Leads from events were instantly pushed to HubSpot CRM and Pipedrive with contact tags based on event type, enabling the sales team to trigger tailored sequences.

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- How could this work for me? 

- Events are a powerful way to generate leads, but manually tracking and organizing attendee information can be a logistical headache. Automating your lead management process lets you capture every attendee, form submission, and update in your CRM or lead tracking tool. That way, you can focus on nurturing relationships and driving engagement instead of wrestling with spreadsheets and data entry.

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Tools: HubSpot, Pipedrive, Eventbrite, Zapier

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6. Automate Notifications for Real-Time Updates

Real-time alerts were created using Slack, Twilio, and Gmail integrations. Automated confirmation and reminder emails were sent using Gmail and SendGrid triggered by actions in Airtable or Google Sheets.

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- How could this work for me?

- It's important to stay aware of significant changes so you can respond quickly and avoid overlooking anything that could affect your event's success. Creating notifications enables faster responses, better collaboration, and a more organized event management process. Automated confirmation emails are a great way to display professionalism, send important event information, and stay in touch with guests—all without extra effort on your end.

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Tools: Gmail, Slack, SendGrid, Twilio, Google Sheets​

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Handover and Training

 

The system was handed over to ME360's team with clear processes and training, ensuring independent usability.​

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Results Achieved

 

Post-implementation, ME360 experienced significant improvements:

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• Efficiency: Reduced manual workload, allowing the team to focus on content and participant engagement.

• Professionalism: Consistent and timely communication enhanced the participant experience.

• Scalability: The system supported growth, accommodating more events without additional administrative burden.

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