This guide addresses the needs of a field marketer running a hybrid event series across multiple cities in the United States.

You can follow along in Splash by watching this video or reading the steps, broken out into sections, below. To get started, log in to Splash.

On this page:

1 2 3 4 5 6 7 8 9 10 11 12 13

(Step 1/13) Check your integrations (Step 2/13) Review Brand Library assets (Step 3/13) Create a registration form template (Step 4/13) Create your Hub page (Step 5/13) Create an event page for one location (Step 6/13) Customize your guest touchpoints (Step 7/13) Organize your Guest List (Step 8/9) Schedule your event emails (Step 9/13) Integrate with Slack (Step 10/13) Add your event to the event series hub (Step 11/13) Make on-site preparations (Step 12/13) Create a post-event experience (Step 13/13) Measure the event series impact

Scenario

As a field marketer for Openform, a software company, you’re tasked with using a new product launch as a way to generate leads. You’ve decided to run a roadshow in five key cities across the US to promote the launch to prospect-dense audiences. 

In this guide, you’re going to build two types of resources:

1. A “Hub page,” which houses all events in this series, like a calendar.
2. Multiple “event pages,” where guests can register to individual events in the series and join live if attending virtually.

You’ll build these pages with Branded Themes, which include pre-designed guest touchpoints and email templates.

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(Step 1/13) Check your integrations

Start by checking that Splash is connected to the rest of your marketing tech stack. Most users integrate Splash with their CRM and marketing automation platforms. 

Integrating with platforms like Salesforce Sales Cloud and Marketo equips your Sales and Marketing teams with valuable data needed to drive pipeline and increase revenue. 

To integrate with Splash:

1. Click Integrations from the left-hand navigation.
2. Click New Integration.
3. Locate your preferred platform and click Choose. 

For a full list of step-by-step guides, visit Integrations.

Note: Don’t see your preferred platform listed? Use the HTTP Request integration to create a custom integration with another platform. Learn more.

While you ultimately have the power to choose which Splash data syncs with your connected platform, here’s what field marketing pros most commonly use:

• First name
• Last name
• Email
• Phone number 
• Company
• Job title
• Event title
• Event start date
• Event end date
• Custom questions

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(Step 2/13) Review Brand Library assets

The Brand Library houses your organization’s logos, fonts, and color palette. Once properly implemented, these assets will dynamically pull through to events you create using Branded Themes.

To access Brand Library: 

1. Click Library from the Events Dashboard. 
2. Click Brand. 
3. Open your Brand Library and confirm your assets are up to date.
4. Click Save to close out.

If you need to set up your brand or make changes, visit How to Use the Brand Library.

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(Step 3/13) Create a registration form template

The Form Library is where you can create, manage, and share on-brand registration form templates with your team. 

For your hybrid event series, you should create a form template to collect standardized guest data across all events in that series.

To create a form template:

1. Click Library from the Events Dashboard. 
2. Click Forms. 
3. Click New Form. 
4. Give your form a name that’s specific to your field marketing event series, like Event Series. Then, click Create.
• (Optional) Follow our guidelines for creating a set of hybrid registration questions.
• (Optional) Choose from any other pre-made questions or create your own custom questions. Check out Splash’s recommendations for a field marketing event series. 
5. Connect with your Admin or Integrations Specialist to make sure any new custom questions are appropriately mapped to your CRMs or marketing automation platforms in the Integrations tab.
6. Click Save. Event organizers can now apply your form to any event page.

Pro Tip: If you want this form to appear on all events created from a Branded Theme, then enable the “Set as the default form for my organization” setting.

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(Step 4/13) Create your Hub page

Begin building the visual side of your field marketing event series by creating a Hub page. This is where you’ll house all the events in your series for attendees to access. 

To create a Hub page:

1. Click New Event from your Events Dashboard.
2. Enter the title and finalize the domain.
3. Select Hub from the Event Type dropdown.
4. Click Next: Choose Theme.
5. Click the Branded tab.
6. Use the More Info buttons to locate and choose the Activate theme.

First focus on the actual Hub page, where your event series will be showcased. Click into the Hub Page touchpoint.

The first thing you will notice is that your brand’s colors, fonts, and logo have been pulled in from Brand Library. 

This theme comes with two different versions of a Cover Block, which houses the Event Series Title along with striking imagery. 

Scrolling down the page, you’ll find an opportunity to showcase different content from video, schedule, artists/event hosts, resources, and partner logos. 

You’ll also notice a Sign-Up block that houses all the event pages in your event series. Leave that block alone for now, as adding events to your hub will be the last step after creating all event pages. 

When editing your Hub page:

1. Replace Cover Block imagery with your own.
• There are two (2) different Cover Blocks to choose from on this theme. One is “hidden” in the layout tab by default. Cover Block 1 includes four different images you can swap out. Cover Block 2 includes one edge-to-edge hero image, which could be a better option for your showcase.
• Click into the background image element within your preferred Cover Block to update the imagery. 
2. Add an event description. 
• Add a description of your event series in the Details section. When you promote your event series or when your audience finds this page in search results, this description will be included.
• Because you are not collecting subscribers on your Hub page, hide the subscribe button in the Layout tab.
3. Establish your event series schedule.
• Use the pre-designed Schedule Block to display your event series run of show. Feel free to duplicate and edit it as many times as needed to make it easy for your attendees to digest their impending experience. You can also divide AM and PM sessions visually using different background colors on the blocks. 
4. Include resources.
• Use the Resources Block to direct your audience to content you’ve created that supports your event series, speaks to your brand, or offers a call to action.

Once your Hub page is complete, it’s time to start building out your event pages.

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(Step 5/13) Create an event page for one location

For this event series, you will use the Reinvent branded theme to build each event page. To create your first, follow these steps.

1. Click New Event from your Events Dashboard.
2. Enter the event title and finalize the event domain.
3. Select Launch Event from the Event Type dropdown.
4. Click Next: Choose Theme.
5. Click the Branded tab.
6. Use the More Info buttons to locate and choose the Reinvent theme. 

Splash will now automatically generate five guest touchpoints, outlined below, automatically branded with the fonts, colors, and logos from your Brand Library.

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(Step 6/13) Customize your guest touchpoints

After creating your page, you’ll land in the Event Overview, a bird’s eye view of each attendee touchpoint:

• Event Page
• Registration Form
• Share Card
• Confirmations
• Virtual Event Page (optional for virtual or hybrid events)

Event Page

Click on the Event Page touchpoint. Since your brand assets have already been applied, the only thing left to do is replace default imagery and copy. 

When editing your Event Page:

1. Upload a background image to your Cover Block. This will be your event image and will automatically populate in your event’s share card and email templates.
2. Update the information in the Event Description element, Agenda Block, and Details Block.
3. Upload images of your hosts in the speakers block.
4. Replace any background imagery.

You’ll notice that the information you entered during the event creation process was dynamically inserted into the event title, location, date, and time elements. Update this information at any time directly on-page or from the Settings tab.

Registration Form

Click on the Registration Form touchpoint. This is where you will apply the Event Series registration form template you created earlier. Edits you make to this form can be applied to the template or saved to the event page.

To apply the registration form template:

1. Click on the form dropdown in the upper left.
2. Select Choose Template from Library.
3. Search for the Event Series form, then select it.
4. Click Apply Form.

Note: If you add any new custom questions to your form, consult with your team’s Admin or Integrations Specialist to map these fields in your connected CRM or marketing automation platforms.

Your brand guidelines have already been applied to the form’s design. You can edit the unique headline image that appears above your form.

Share Card

Click on the Share Card touchpoint. This is the first visual your guest sees when you share your page on social media.

Your brand logo, event title, event date, event location, and event image are dynamically included by default. Review the design to make sure it’s correct or use the Layout tab to make any changes.

Confirmations

Click on the Confirmations touchpoint. This is where you’ll customize the on-page and email confirmation. 

On-Page Confirmation:

1. Review the headline. Dynamic tags can be a great way to personalize the messaging.
2. If your event is going to be virtual or hybrid, add the [virtual_event_url] tag, described more below, to the Message section.

Email Confirmation

1. Review the subject line.
2. Enter text for the confirmation email message and consider adding dynamic personalization tags.
3. If your event will be virtual, click Design to be taken into the Email Sender workspace and add a button that links to the Virtual Event URL.
4. Send a test email to review and validate the confirmation email.

Virtual Event Page

Note: If your event will be exclusively in-person, skip to the following step. If there will be a virtual component, continue reading.

Click into the Virtual Event Page touchpoint. This is where guests attending virtually can check-in and access the livestream for your event. 

1. Customize your embed by adding the embed code for your livestream, or link out to a native provider.
2. In the Footer section, utilize the Custom Button to link to any webpage, like a demo request form.
3. Flip through the states in the upper left to confirm the copy and design.

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(Step 7/13) Organize your Guest List

Click the Guests tab. Here is where you’ll import and organize guests. Keep in mind that the choices you make here will influence your email cadence and the on-site check-in experience.

• Import your initial invite list using a CSV file.
• Organize your guests into lists that can be used for targeted email communications.
• Mark guests as VIPs for easy identification in your guest list on web and mobile.
• Filter guests by registration status or by responses to questions on your registration form.

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(Step 8/13) Schedule your event emails

A targeted sequence of emails is the key to combating event drop-off and keeping your attendees engaged post-event.

Splash’s Email Sender provides on-brand email templates for every stage of the event marketing lifecycle. To access Email Sender:

1. Click the Email tab. 
2. Click My Templates. 

Your page comes equipped with the following:

• Invite: The initial invite email template including a call-to-action (CTA) for guests to register and add the event to their calendar.
• VIP Invite: A personalized, plain text email template for VIP guest invitations.
• Reminder: A reminder email template including a countdown to the event start date. 
• Virtual Event Starting Soon: A day-of reminder email template for guests attending the event virtually that comes with [virtual_event_url] tag.
• Event Alert: A backup email template that can be used for any time-sensitive event changes.
• Thank You: A thank you email template where you can include a link to the post-event page, survey, on-demand content, or any desired CTA. Use the Checked In quick list to easily target guests who attended.
• VIP Thank You: A personalized, plain text email template for VIP guests.
• Sorry We Missed You: This email can be used to engage with registered guests who didn’t attend your event. Use the Attending and Not Attending quick lists to target these guests.
• VIP Sorry We Missed You: A personalized, plain text email to engage with VIP guests who did not attend.

Click Start Email within each template to review the design and copy, choose your recipients, and schedule a send date and time.

Pro Tip: Use a combination of the lists you created in the Guest List and the dynamic quick lists based on registration status to target the right recipients.

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(Step 9/13) Integrate with Slack

Integrate your event with Slack to provide your team with important event details, real-time RSVP and check-in updates, and more.

To connect your event with Slack, follow these steps: 

1. Open the event from your Events Dashboard.
2. Open Settings. 
3. Click Integrations.
4. Click New Integration.
5. Click Choose under Slack.

Here, you’ll need to: 

1. Customize your Slack message, username, and icon URL (avatar).
2. Name your integration. 
3. Select which Slack channel the message will be sent to.
4. Choose which Splash activity will trigger the message in Slack (e.g. a guest RSVPing Yes to the event). Only one trigger and action can be selected per Slack integration.  

To create multiple Slack integrations, click on the triple dots icon and select Duplicate. Be sure to update the Slack message, trigger, and action for each integration added.

Pro Tip: Set up RSVP and check-in triggers to let your team know exactly who will be in the room.

To learn more about the Slack integration, check out our guide. 

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(Step 10/13) Add your event to the event series hub

Now that your event page is finalized, it’s time to publicize it to your community at large using the event series hub. Add your event page to the hub by following the steps below:

1. Click the Settings tab.
2. Make sure the Published Status is set to Event is Published.
3. From the “In this Hub” section, click Add to Hub.
4. Search for the event series hub, then select it.
5. Click Add to Hub.

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(Step 11/13) Make on-site preparations

Splash’s offer a powerful mobile app for on-site event management called Splash Host, available on iOS and Android. Equip your team for a seamless on-site experience by following the steps below.

1. Download the Splash Host for iOS or Android on a compatible device(s).
2. Preload your guest lists in the event of any internet disruption.
3. Set up badge printing and enable the “Auto print on check-in” setting.
4. Familiarize yourself with the various check-in methods.
5. Enable Allow Self Check-In, Allow Self Registration, and Require Passcode to Exit in Kiosk (iOS) or On-Site RSVPs (Android).

Looking for other opportunities to engage with guests on-site? Many field marketers use Splash Kiosk (iOS) or On-Site RSVPS (Android) to collect demo requests, sweepstakes entries, and more. To set up this up:

1. Create your ancillary event page.
2. Log in to the Splash Host app.
3. Tap on your event.
4. Choose the Kiosk tab (iOS) or Form tab (Android).
5. Enable Allow self registration (iOS only).
6. Enable a passcode.
7. Launch the form.

Now, the Splash Host app is prepped to power an on-site booth. Prop your device on a stand and let the submissions roll in.

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(Step 12/13) Create a post-event experience

Splash provides many ways for you to design a post-event strategy that continues to engage guests of all registration statuses. 

Surveys

Consider using Splash’s Survey Branded Theme to gather guest feedback. To quickly spin up a survey page, use this link to enter the create flow for a new page, using the preselected Survey Branded Theme.

Once your new event is created, head to the Registration Form touchpoint to customize your survey questions. Recommended survey questions include:

• Why did you choose to attend this event?
• How do you rate your virtual experience? (Virtual guests only)
• Was the event easy to join? (Virtual guests only)
• How safe did you feel with the event’s on-site protocol? (In-person guests only)
• Would you attend an event like this in the future?
• Do you have any questions for the Openform team?
• How likely are you to recommend this event to a colleague?

Once your survey page is finalized, it’s time to get the word out to your guests.

1. Click the Email tab.
2. Click My Templates.
3. Locate the Invitation template, then click Start Email.
4. Review the pre-made designs and copy within the Design Tab.
5. Click Recipients, then click Add Recipients.
6. Choose the My Events folder.
7. Search for your event by title, then click it.
8. Select a custom list or dynamic quick list based on registration status. In this case, the Checked In and Checked Out lists are relevant. 
9. Click Save and Exit.
10. Click to the final Review stage. Then, click Send.

Post-event page and on-demand recording

In addition to the survey, you can also transform your event page into a post-event showcase, complete with an event recap and on-demand recording of your live stream.

1. Within the Event Page touchpoint, create a post-event stage. 
2. Then, use the block and element library to add a social gallery, image carousel, and other post-event elements.
3. In the Virtual Event Page touchpoint, update the Virtual Content element to include a recording of your live stream, in the form of an embed or link out.
4. Be sure to update the CTA (call to action) on your event page's registration button to include language like “Watch On Demand.”

When your post-event stage is ready, go ahead and make it public. Now, you can target attendees and no-shows with your evergreen content. 

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(Step 13/13) Measure the event series impact

Now comes the fun part – measuring the impact of your event series. Splash makes it easy to review key performance metrics for your events using the Return on Investment (ROI) dashboard.

Powered by the Salesforce integration, the ROI Dashboard pulls all of your event and opportunity data into a fully customizable report that connects your events to revenue.

To access your ROI dashboard:

1. Click Reporting from your Events Dashboard.
2. Click the Account Overview dropdown and select Return on Investment.

Note: Need access to the ROI dashboard? Reach out to our team to get set up.

To customize the report for your event series, click the Filters dropdown and follow these steps:

1. Select All under contact_attended.
2. Choose an attribution amount.
3. Select any number of days under post_event_window.
4. Select any number of days under pre_event_window.
5. Select any specific contact titles you want to include in the report.
6. Select the events from the field marketing events series under sfdc_event_program.
7. Enter an amount in the sfdc_event_spend field.
8. Select any specific event types you want to include in the report.

Your dashboard will populate with the pipeline created and won based on the selected filters. 

Note: If you’ve integrated with a platform other than Salesforce, all of your mapped event and guest data from Splash will be available to view and analyze in the corresponding platform.