webinar-plan（网络研讨会计划）

/dm: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 (/dm: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

Output

A structured webinar execution package containing:

• Webinar brief: Format, objectives, audience profile, speakers, platform, date/time, and target metrics summary
• Content outline with timing: Minute-by-minute run of show with speaker assignments, transition notes, and engagement cue points
• Registration page copy: Headline, description, takeaway bullets, speaker bios, social proof elements, and CTA — ready for implementation
• 3-week promotion calendar: Day-by-day promotion activities across all channels with content, responsible owners, and spend allocation
• Email sequences: Invitation series (2-3 emails with escalating urgency), reminder sequence (1 week, 1 day, 1 hour before), and post-event follow-up (separate tracks for attendees and no-shows)
• Social promotion posts: Platform-specific posts for LinkedIn, X/Twitter, Facebook, and Instagram — covering teaser, announcement, countdown, day-of, and post-event phases
• Presenter guide: Speaker brief with talking points, brand voice notes, audience context, technical checklist, and rehearsal schedule
• Engagement plan: Specific poll questions, timed chat prompts, Q&A facilitation guide, and interactive elements mapped to the content timeline
• Post-event follow-up sequence: Recording delivery plan, lead scoring matrix, sales handoff criteria, nurture track design, and content repurposing roadmap
• Day-of checklist: Hour-by-hour operational checklist from setup through post-event wrap with contingency plans
• Success metrics dashboard spec: KPI definitions, targets, measurement methods, data sources, and industry benchmark comparisons
• Content repurposing plan: Specific derivative assets to create from the webinar — blog post, social clips, podcast episode, infographic, email content
• Budget breakdown: Promotion spend allocation across channels with expected cost-per-registration estimates

Agents Used

• content-creator — Webinar content outline, registration copy, email sequences, social promotion posts, presenter talking points, engagement prompts
• email-specialist — Invitation and follow-up email strategy, send timing optimization, subject line testing, segmentation logic, deliverability checks
• marketing-strategist — Promotion strategy, audience targeting, success metrics framework, format selection, post-event lead strategy, ROI projection