Event Promo 101: How to Nail Your Event Marketing & Keep Your Branding on Point
Becki Peckham is a graphic designer by trade, self-taught photographer, and YouTuber who transforms adventures into captivating films. After running her own marketing company for eight years, she shifted to full-time content creation, turning her passion for storytelling into a career. When she’s not filming, Becki enjoys still photography, using it as another way to document the moments and places that inspire her.
Planning an event is more than just locking in a venue and hoping people show up. You need a solid marketing plan, cohesive branding, and the right tools to pull it all together without absolutely losing your mind in the process.
Sounds overwhelming? Don’t worry!
I’m here to share tips that will help you crush your event promotions. With Adobe Express, you can design, promote, and execute event content seamlessly, with no design experience required.
Yep, you read that right — NO EXPERIENCE NECESSARY.
Let’s dive into how you can level up your event marketing and keep your branding on point across every platform.
Branding That Feels Like You - Why Consistency Matters
The word 'branding' might sound a bit intimidating, but it doesn’t have to feel that way. A strong, consistent identity helps you stand out and create a memorable experience. When your marketing materials all have a unified style, your audience will instantly recognize your event and connect it with your business.
So, how do you pull that off? Glad you asked!
When it comes to design consistency, there are a few key things to keep in mind:
1: Don’t go overboard with fonts
General rule of thumb, pick one or two coordinating fonts for your event marketing, then use them consistently across all your promotions. It can be tempting to try a new font here and there (trust me, I get it — there are so many great options), but sticking to one or two clean, legible fonts will keep your designs polished and cohesive. Try playing with different sizes and spacing for a dynamic look.
Above is “The Focus Lab” brand board, serving as a guide for fonts, colors, logos, and elements in event assets. I chose a display font for headings and a sans-serif font for readable body text.
2: Choose consistent colors
Design is like getting dressed. Just like putting together a nice matching outfit, color in your design should work together, too! Make sure color schemes are consistent throughout all the pieces you make for a good visual flow, and double check that they meet accessibility guidelines with the Color Blindness Simulator in Adobe Express.
3: Templates ALL the way!
Remember I said no design experience needed? Take advantage of reusable templates so every piece of content aligns visually and looks pro. Oh, don’t forget to add your logo!
TIPS - Keeping Branding on Point with Adobe Express:
- Brand Kit: Set up your logo, fonts, and colors once using Brand Kit, then apply them instantly to everything you design.
- Templates: Again, templates are key to keeping things simple! Grab a template, apply your brand, tweak it, and boom — you’ve got custom event graphics in minutes.
- Graphics That Work Everywhere: Social posts, banners, email headers — design once and change sizes with ease in the resize tab.
One design template, many sizes using the “Resize” function in Adobe Express.
Create a Range of Informative Event Assets
Great event materials do more than just look good—they grab attention, communicate key details, and make your event feel professional.
Whether you’re designing for social media, print, or on-site signage, the key is to keep everything visually consistent and easy to read. Don’t forget important details about your event like pricing, dates, times, etc.
I can't tell you how many times I've looked at an event website, struggling to find its location, start time, or date. Try to look at your assets from the point of view of someone who has never heard of you before. Do your promos answer who, what, where, when, and why? This will help you figure out what else you might need to add (or remove) from your designs.
So, to promote your event properly, you’ll want a mix of digital and print assets depending on the type of event you’re hosting. Here are some ideas:
1: Social media posts
Countdowns, speaker announcements, giveaways, and behind-the-scenes content are all great ways to maximize fresh content and keep promoting your event. The lifespan of a social post can be anywhere from 5 - 48 hours, so don’t post once and ghost!
Example post for a featured speaker on social media. Use “Resize” to convert it into a presentation slide.
2. Flyers and posters
If you're hosting an in-person event, think about creating posters and flyers to share with your target audience — whether it's on a university bulletin board or at the event venue ahead of time.
3. Email invites and headers
Keep it short, exciting, and to the point! Include date, time, location, and a call to action (CTA) like “RSVP Now”.
4. On-site signage, badges, brochures
On-site materials help create a professional and organized experience for attendees. Well-designed signage makes navigation easier (especially if your event is in a confusing or large location). Cool badges and brochures can also add to the overall impact of your event.
Using your logo, fonts, and color schemes, you can create simple but eye-catching event name tags.
5. Presentation slides and promo videos
A great presentation or promo video can elevate your event. This is especially true when hosting virtually. Keep it consistent using the tips above and don’t forget your logo!
With one click, turn your social media templates into a presentation for your event.
Using the brand guidelines above as a reference, you can match the event presentation for a cohesive look.
TIPS - The Adobe Express Features to Make It Happen:
- Print-Ready Designs: Get your designs ready for print by optimizing them for different formats and save time by printing directly through the app.
- Lock Elements: Locking elements in your design helps prevent accidental changes while working on other parts of the project, especially when working with a team!
To lock an element, right click and select “Lock”.
- Webpage Design: Build a sleek event landing page easily and don’t forget all key event information!
- Review: Easily share your designs for feedback with your team, allowing others to review and suggest edits.
- Animate: Bring your social media content to life with animations.
Cohesive event schedule to match branding.
Getting Your Event in Front of the Right People
The strategy? Be EVERYWHERE often.
Great designs won’t matter if no one sees them, so use a mix of:
- Social Media: Schedule content in advance, use event hashtags, and post updates regularly. Photos, speaker features, videos, teasers, and FAQ add value, so get creative!
- Email Marketing: Send out eye-catching invites and follow-ups.
- Webpage: Keep all event info in one easy to share place.
- Paid Ads & Collabs: Boost your reach through partnerships and targeted ads if that works for your budget and business.
TIPS - How Adobe Express Makes This Easy
- Social Templates: Quickly create posts for event highlights, schedules, and speaker features. Easily resize these for different platforms using the “Resize” feature.
- Content Scheduler: Plan and automate social posts directly in Adobe Express so you’re not scrambling the day of to figure out what to post.
- Video Editing Tools: Make short promo videos or recap reels to keep momentum going before and after the event. (And, yes, Adobe Express has templates for this, too.)
Good branding that adds value combined with solid promo materials makes all the difference to the success of your event! With Adobe Express, you can design professional level materials, stay on-brand, and publish content effortlessly without needing a full-time designer, a huge budget, or a massive team. Give it a try and start creating polished event promotions in no time!