Turning Ad-Hoc Into a Yearly Ritual
Organisation
Alt Carbon
Practice Areas
Deliverables
Summit strategy framework, event planning timeline, go-to-market strategy, audience segmentation framework, 500+ stakeholder database, external outreach plan, marketing activities plan, weekly execution plan, communication copy.
Project Artefacts
The first edition of the summit had been pulled off through improvisation. It worked, but too much knowledge lived in people's heads. The second edition needed stronger planning, sharper audience logic, clearer outreach, and reusable infrastructure if it was going to become a serious annual climate platform.
Challenge
A summit without an operating system.
The first edition ran on improvisation.
The summit had momentum, but not enough documented structure to make the next edition easier to build.
No reusable event infrastructure.
Planning, go-to-market strategy, audience strategy, stakeholder outreach, and campaign execution needed clearer systems.
A flagship event needed platform thinking.
The second edition had to feel like the beginning of an annual property, not another one-off event.
My Work
Build the spine. Shape the story. Move the right people.
Build the planning spine.
I created the structure the summit could run on.
- —Planning timeline
- —Weekly execution rhythm
- —Documentation systems
Shape the programme narrative.
I developed the thematic direction for the summit and translated it into sharper session and panel ideas.
- —Summit theme development
- —Panel themes
- —Session framing
Map the audience and outreach.
I organised who the summit needed to reach and how.
- —Audience segmentation
- —Stakeholder database
- —External outreach logic
Turn it into a GTM system.
I translated the strategy into communication work and campaigns that could speak to different stakeholders with more relevance.
- —Segment-specific messaging
- —Website content structure
- —Marketing activities plan
- —Social, email, and outreach copy
Value Created
500+ registrations
The campaign garnered strong public interest in the summit.
400+ sustainability leaders
The event attracted climate, policy, business, and sustainability audiences.
3 event partners coordinated
Managed partner communications with global carbon removal brands involved in organising the summit.
Reusable summit framework
The team gained systems that future editions could build on.
Design assistance by Shriram Rajakumar.
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