ETKM Event Planning System

Purpose: TOFU/MOFU conversion — get prospects into a trial class Duration: 2 hours, paid Stackability: NOT stackable — 4-6 rotating themes per category prevent overlap Conversion goal: Seminar attendee to trial class to membership

Four categories with rotating themes:

The ETKM Seminar Format (TYPE 1 only):

1. Opening slideshow — what will be covered, what to expect
2. Real-life attack videos — 1-2 videos showing the actual scenarios they will learn to defend
3. Training block — 3-3-2 formula:
   • 3 strikes
   • 3 defenses
   • 2 drills
4. Teaching progression: Crawl-Walk-Run
   • Live demo by instructor
   • Break it down step by step
   • Dry run (students solo)
   • Partner work in stages
   • Build into drill when they get the hang of it
5. Close — woven conversion, not a hard pitch

Woven Conversion Strategy: Conversion language is threaded throughout, not saved for the end. At the beginning, let them know there will be a special offer at the end. Peak their interest early so the close feels like a natural next step, not a sales pitch delivered to tired people. They should be able to see themselves doing this on the regular as they work through the seminar.

Post-Seminar: Hand off to standard nurture sequence (etkm-nurture-sequence).

TYPE 2: STUDENT WORKSHOPS

Purpose: Retention and skill mastery for current members Duration: 2 hours, paid Frequency: Monthly Stackability: Stackable — ongoing series, each is a standalone deep dive Conversion goal: Retention, advanced skill development, possible private lesson upsells

Format:

• Pure hands-on. No slideshow, no theory lecture.
• Deep dive into a single skill or scenario
• May include technique PDF as reference material
• Small funnel — retention focused, not lead-gen

Workshop Categories:

• Ground Fighting
• Close Quarter Fighting (CQF)
• Focus Mitt / Thai Pad Work
• Law Enforcement / Security
• Armed Citizen Tactics (ACT)
• Handgun Defense and Retention
• Long-gun Defense and Retention
• Knife Defense and Offense
• Blunt Object Defense and Offense
• Women's Self Defense Training (Fight Back ETX — advanced)
• Youth Self Defense Training (advanced)

TYPE 3: SPECIALTY EVENTS

Purpose: Revenue, positioning, and audience expansion via guest instructors Duration: Variable (half-day to multi-day) Audience: Both current members and public Revenue structure: Flat fee or revenue split — varies by instructor Conversion goal: Revenue, ETKM positioning as the hub for elite training in East Texas

Co-Marketing:

• Nathan leads all marketing on ETKM side
• Guest instructor markets to their audience
• Coordinated messaging but ETKM controls its own brand voice

Known guest relationships:

• John Wilson / CBLTAC — Body language, impulse control, stress management
• (Add others as they are established)

Reference: The WF-003 CBLTAC campaign is the production template for TYPE 3 events. It includes a 10-email HTML sequence, 7-week social calendar (22 FB/IG + 3 LinkedIn), PEACE framework integration, and full Manus install package.

Event Package Intake Questions

When generating a package, gather these inputs first:

All Types

• Event type (1, 2, or 3)
• Event date and time
• Location (ETKM facility or off-site venue)
• Expected attendance
• Ticket price and pricing tiers

TYPE 1 Additional

• Which category (Women's SD, Youth, College Ready, Intro)
• Specific theme or curriculum focus
• Lead magnet topic (or use default for category)
• Attack videos selected (or leave for Nathan)

TYPE 2 Additional

• Skill or topic for deep dive
• Any prerequisite belt level
• Technique PDF needed (yes/no)

TYPE 3 Additional

• Guest instructor name and credentials
• Topic and curriculum
• Duration (single session, half-day, full day, multi-day)
• Revenue structure (flat fee, split, hybrid)
• Co-marketing details from instructor
• Venue if off-site

Complete Event Package — What Gets Generated

1. Master Timeline

Scaled by event type:

• TYPE 1: 8-12 weeks pre-event through 2 weeks post
• TYPE 2: 4-6 weeks pre-event through 1 week post
• TYPE 3: 12-16 weeks pre-event through 2 weeks post

Timeline phases: Foundation, Launch Marketing, Build Momentum, Final Push, Logistics Lock, Day-Of Execution, Post-Event Follow-Up.

2. Email Sequence

All emails written in ETKM brand voice. PEACE slogans integrated as attention anchors where appropriate. Merge tags in [square_bracket] Pipedrive format.

3. Flyer Copy

Content only — design execution happens in Canva following etkm-brand-kit. Includes: headlines, body copy, course descriptions, logistics block, pricing, registration URL, lead magnet callout (TYPE 1).

4. Social Media Calendar

Organized into phases matching the master timeline. Canva image briefs provided for each post following etkm-brand-kit.

5. Lead Magnet PDF (TYPE 1 Only)

Auto-matched to category. Content generated in ETKM brand voice. Delivered as bonus material — advertised as part of the seminar package.

6. Day-Of Run Sheet

Time-blocked schedule including:

• Setup and AV check
• TYPE 1: Slideshow, attack videos, 3-3-2 training block, close
• TYPE 2: Warm-up, deep dive training block, cool-down
• TYPE 3: Per instructor format with ETKM opening and closing
• Conversion moments flagged (TYPE 1 and 3)
• Emergency contacts and logistics

7. Post-Event Package

• Survey questions (customized by type)
• Metrics tracker (attendance, conversion, revenue)
• Testimonial capture prompts
• Contact coordination log (TYPE 3 — instructor follow-up)
• Revenue reconciliation template (TYPE 3)

Production Templates

WF-003 CBLTAC Campaign — TYPE 3 Reference Build

The John Wilson / CBLTAC event (April 24-25, 2026) is the production template for all TYPE 3 events. It includes:

• 10 HTML email files on ETKM branded template
• Send Calendar with schedule, subject lines, preview text
• Manus Install Briefing with step-by-step load instructions
• 7-week social media campaign (22 FB/IG + 3 LinkedIn)
• Canva image briefs for all posts
• PEACE framework slogans integrated as attention anchors
• Core pain point structure: the gap between knowing and doing under pressure

When generating a new TYPE 3 package, use this campaign as the structural reference and customize for the specific instructor, topic, and audience.

Automation Integration

Pipedrive (via Manus)

• Event attendees are managed by Make.com, not a Pipedrive pipeline
• Post-event warm contacts are deposited into P1 Prospects with labels applied
• TYPE 1 attendees who convert move through P1 standard stages
• Label: event name applied to contact record

Make.com (via Manus)

• Registration webhook triggers confirmation email
• Attendance confirmation triggers post-event sequence
• No-show triggers recovery email

Email Delivery

• All emails delivered through Pipedrive
• Merge tags: [first_name], [event_name], [event_date], [registration_url]
• Arc classification not applicable to events — all attendees get same sequence

Rules

• Nathan leads all marketing. Guest instructors market to their own audience.
• ETKM brand voice governs all ETKM-produced materials regardless of guest instructor.
• Claude writes all copy. Manus loads all automation. Nathan approves all content.
• Flyer design happens in Canva. Claude provides copy and image briefs only.
• Lead magnets are part of the seminar package — advertised upfront, not a surprise bonus.
• Woven conversion only. No hard close. No pressure. Advisor positioning throughout.
• The goal of every ETKM event: help people GO HOME SAFE.