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[ra_team_member template=”border-bw” name=”Erno Ovaska, CED” position=”Director Finland, Sweden, Estonia” socials=”%5B%7B%22network%22%3A%22facebook%22%7D%5D”]Gerrit Jessen CED CMM CMP is an experienced entrepreneur and well-connected in the event industry. He was Managing Director of MCI in Germany from 2007 to 2016 and continues to act as a strategic consultant. For many years Jessen has held honorary board positions in trade associations in the meeting industry. He is currently a member of the board of directors of the German Convention Bureau. He is based in Berlin and leads the development of the Event Design Collective in Germany. Jessen is a Certified Event Designer and helps companies and associations to organize their events and congresses strategically and target group-focused with the #EventCanvas method. His mantra: listening to understand, not to answer.[/ra_team_member]

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Have you been trying for some time to document the value-added potential of your events?
You know that Events can make a profound change, but have no tool to prove it?
Involving the most important decision-makers in the development of your events and reconciling their various goals is often difficult for you?
Do you have enough of page-long briefings and would like to have a one-sider whom everyone can read and understand?
Are you a professional in the implementation, but would like to know more about the strategic direction of events?
Do you think that everyone wants to be innovative, but only a few know how it works?
Would you like to master a practical event design process?
You wish to be able to actively shape and control the results of your events?
Are you interested in how to focus on the actual value of events while reducing their complexity?
If any of these questions or statements cause you to think or apply, then you are ready for the #EventCanvas.


The #EventCanvas method is designed for innovative thinking event planners who want a hands-on approach to understanding, designing and delivering effective events to generate real value for all involved stakeholders.


The #Event Canvas is a visual chart that lets you customize your next event. You guide your team through the design process and work together to create the added value of the event for the participants. You can strategically use the method in the future, or simply plan your conferences or events more consciously. They analyze the involved stakeholders in a team and then design different event prototypes with #EventCanvas. With the visual language of the #Event Canvas, you can then clearly describe the event on one page.


Mit dem #EventCanvas können Firmen und Verbände mögliche Zielkonflikte ihrer Events im Vorfeld klar benennen und somit ihre Marketingaktivitäten im Bereich LiveCom optimieren. Der Fokus liegt auf der gewünschten Veränderung von Denken und Handeln der beteiligten Stakeholder und wie der Event diese Veränderungen bewirkt.


Sie und Ihr Team treffen sich im Design Raum. Der hat viel Platz zum Bewegen in der Mitte und an den Wänden hängen ein Stakeholder Canvas, je 2 Empathy Maps und ein #EventCanvas pro Stakeholder. Weiter braucht Sie noch einen Ideen Parkplatz und dann einen Bereich für die Eventprototypen, die Sie entwickeln wollen. Post-It‘s und Filzmarker bereit? Los gehts!

Wer sind die Stakeholder Ihrer Events? Machen Sie ein Brainstrorming. Wählen Sie dann die Top 3 – 4 aus, die wirklich wichtig sind! Wer hat die Macht, wer das Geld, wer entscheidet wirklich?

Versetzen Sie sich nun mittels der Empathy Map in den ersten Stakeholder!  Ungewohnt, aber sehr wichtig!

Was sagt er, was fühlt er, was denkt er, was tut er vor dem Event? Was sind seine Sorgen und Wünsche?

Was soll er Ihrer Meinung nach nach dem Event sagen und tun?

Jetzt haben Sie für diesen Stakeholder das Anfangsverhalten, das Zielverhalten seine Sorgen und Wünsche definiert und können diese in die entsprechenden Felder des #EventCanvas übertragen.

Danach befüllen Sie nacheinander die andern 10 Felder des #EventCanvas: Die non-monetären Rahmenbedingungen, wie Engagement und erwarteter Gegenwert. Fokus liegt auf der gewünschten Veränderung von Denken und Handeln und wie der Event diese Veränderungen bewirkt. Definieren Sie anschließend die erwarteten Kosten und Einnahmen, überlegen Sie welche Aufgaben der Stakeholder erledigen muss und wie der Event ihm dabei helfen kann. 

Jetzt haben Sie den #EventCanvas für einen Stakeholder erarbeitet. Wiederholen Sie den Prozess für die weiteren 2- 3 Top Stakeholder.

2 Phasen des Prozesses sind jetzt geschafft: Sie habt gewünschte Veränderungen definiert und den Rahmen gesetzt. Bleibt das Event-Prototyping, die eigentlich Designphase des Prozesses.

Übertragen Sie dazu den #EventCanvas der 3 – 4 einzelnen Stakeholder auf einen gemeinsamen #EventCanvas (Eine Post-It Farbe pro Stakeholder). Euer #EventCanvas Master ist fertig!   

Schauen Sie jetzt auf den Ideen Parkplatz. Setzen Sie diese ersten Ideen in Bezug zum Experience Journey und dem Instructional Design des Events. Welche Maßnahmem oder Tools können welches Verhalten verändern und wie kann man die Veränderung messbar machen? Entwickeln Sie mehrere Event Prototypen, hinterfragen Sie kritsch, verlieben Sie sich nicht gleich in den ersten Prototyp!! Behalten Sie dabei immer die gewünschten Verhaltensveränderungen pro Stakeholder im Blick. Beschreiben Sie Ihren finalen Prototyp auf einer A4 Seite: Wie und mit welchen Methoden und Ressourcen verändert er das Verhalten der Stakeholder messbar in die gewünschte Richtung? 

Sie können nun jederzeit mit Ihrem #EventCanvas Master und dem Executive Summary Ihr strategisch entwickeltes, ausschließlich zielgruppenfokussiertes Event Design visuell darstellen und dem internen oder externen Kunden präsentieren.   


With the #EventCanvas, companies and associations can clearly identify possible target conflicts of their events in advance and thus optimize their marketing activities in the area of LiveCom. The focus is on the desired change of thinking and acting of the involved stakeholders and how the event effects these changes.


You and your team meet in the design room. It has plenty of room to move in the middle and on the walls hang a Stakeholder Canvas, two Empathy Maps and one #EventCanvas per stakeholder. Furthermore, you need an idea parking lot and then an area for the event prototypes that you want to develop. Post-it’s and felt markers ready? Here we go!

Who are the stakeholders of your events? Make a brain streaming. Then choose the top 3 – 4 that are really important! Who has the power, who the money, who really decides?

Put yourself in the first stakeholder with the Empathy Map! Unusual, but very important!

What does he say, what does he feel, what does he think, what does he do before the event? What are his worries and wishes?

What do you think he should say and do after the event?

Now you have defined for this stakeholder the initial behavior, the target behavior of his concerns and wishes and can transfer these into the corresponding fields of #EventCanvas.

Then you fill in the other 10 fields of the #EventCanvas one after the other: The non-monetary framework conditions, such as commitment and expected value. Focus is on the desired change of thinking and acting and how the event brings about these changes. Then define the expected costs and revenues, what tasks the stakeholder needs to do, and how the event can help.

Now you have developed the #EventCanvas for a stakeholder. Repeat the process for the other 2 to 3 top stakeholders.

Two phases of the process have now been completed: you have defined desired changes and set the framework. Remains the event prototyping, which actually design phase of the process.

Transfer the #EventCanvas of the 3 – 4 individual stakeholders to a common #EventCanvas (one Post-It color per stakeholder). Your #EventCanvas Master is ready!

Now look at the Ideas Parking. Put these initial ideas in relation to the Experience Journey and the Instructional Design of the event. Which measures or tools can change which behavior and how to make the change measurable? Develop several event prototypes, question them critically, do not fall in love with the first prototype !! Always keep an eye on the desired behavioral changes per stakeholder. Describe your final prototype on an A4 page: How and with what methods and resources does it change the behavior of stakeholders measurably in the desired direction?

With your #EventCanvas Master and the Executive Summary, you can now visualize your strategically developed, target group-focused event design and present it to your internal or external customers.

[ra_google_map style=”aeropuerto” show_infobox=”yes” si_style=”” si_size=”” zoom=”10″ map_controls=”fullscreenControl” address=”Keilaranta 17 C, 02150, Espoo, Finland”]


Phone: +358405857672
Address: Keilaranta 17 C
02150 Espoo Finland
Hours: MON-FRI: 9AM – 6PM.[/ra_google_map]

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Event Design 
Level 1 | English