Similar to developing a business identity, it is necessary to apply the same brand treatment to large events and substantial marketing campaigns. These entities have enough weight behind them to warrant the development of their own identity so they may stand on their own. Cohesion among all aspects of your messaging will yield positive results. Start with the basics and establish the desired goals and purpose and then finalize timelines, writing and graphic details. It is important, especially if multiple team members and vendors are involved, to establish an identity guide to maintain consistency in execution. It is always advisable to keep good records so that upon success or failure, you'll be able to assess your ROI.