The event model canvas employs a visual chart with elements that describe an event’s promise and how the event will help stakeholders get their jobs done, resolve pains and create gains within an established framework of commitment and expected returns.  

The canvas articulates how analysis changes as a result of having participated in the event and states the required levels of satisfaction against expectations.  The canvas also outlines the costs and expected revenues in relation to the customer journey and the instructional design of an event.

The canvas helps organizations align their activities by illustrating potential trade-offs of their events. Building a thorough event model canvas can be achieved through a sequential, 10-step methodology in which the event team systematically analyses, describes and outlines the inputs for the components in the final canvas prototypes.

The methodology employs a range of visual thinking techniques, including empathy mapping, value proposition canvassing, return on investment methodology, business model canvassing, service design canvassing and instructional design modelling.

The event model canvas is available for download under a Creative Commons 4.0 license.

Ruud Janssen and Roel Frissen, Co-creators of Event Model Canvas delivered an insightful session at EIBTM 2014, you can watch this full session on demand here.