event strategy

Here at The New Black Studio, we like to do things a bit differently. We work on a three-step process, identifying the purpose and KPI’s of an event, then creating an event strategy, before moving onto planning, and eventually delivery. Here’s a real-life example from an event we planned in Glasgow on the 29th August 2019.



  • Networking drinks reception
  • In Glasgow
  • 200 new/existing clients will attend
  • Attendees are BAFTA award-winning TV and film professionals
  • The measure of success: Build stronger connections with existing clients, whilst also introducing the creative and energetic brand to new potential business.
  • Must have a sponsor


Our team used this information to create an event strategy. We needed to create something different, as the attendees would be regularly invited to events across the country. We needed to make sure the host brand stood out from the crowd of boring receptions.



As early as the invites, we set the precedent for the kind of event which was to come. Dogs welcome. Instead of the normal wine and canapés reception in a hotel, we created a rooftop party at The Schoolhouse, a dry hire venue in Glasgow. You would be correct to assume this is a recipe for disaster; without the right backup plan.

rooftop event strategy

With the ever-increasing growth and popularity of street food in the UK, we set upon a vision to create a street food market on the rooftop. After some filling research, we found one of the best festi food suppliers in Glasgow and served delicious filling dishes such as Bahn Mi, Cuban sandwiches and halloumi gnocchi.

We bought in top quality draught beers from local suppliers, with quick and friendly service. The event was sponsored by a local distillery, Harris gin, exactly what guests needed after a day of work. We found a DJ which played the perfect mix of 80s and modern hits. Add to this the right mix of festoon lighting and heaters, and you’ve got yourself an event which literally made people say “wow!”


“The team were a joy to work with. They were a very calm and reassuring presence in the build-up to our client party and they ensured everything ran seamlessly on the night. They were organised, pleasant and communicative. I felt totally confident in their abilities throughout the process and would absolutely work with team NBS again.”


If you’re interested in seeing how we can help you outperform on your next event, book a call with the team today.




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