What Is a Pre-Pro Deck?
The Pre-Pro (or Creative Proposal) deck is the master document for an activation. It starts as a pitch/proposal and evolves into the operational manual the team uses onsite. Every section should be built with the assumption that someone who has never seen the project can pick it up and understand what's happening.
Standard Deck Structure (In Order)
Every pre-pro deck should follow this section order. Not every project will use every section, but this is the full framework:
1. Cover / Title Slide
- Client logo + project name
- Date range of activation
- "Creative Proposal" or "Operational Deck" label
- IN logo
2. Table of Contents
- List every section with page numbers
- Group into major sections: Experience Overview, Creative & Design, Production & Logistics, Programming, Staffing
- Update this last — after all content is finalized
3. Project Overview / The Ask
- The Ask: What the client wants in 1-2 sentences
- The Solution: What IN is proposing — the big idea
- Key Insight: The strategic or consumer insight driving the concept
- Include event dates, hours, location, and expected attendance
4. Visual Identity
- Graphic ID: Color palette with RGB, HEX, CMYK, and PMS values
- Fonts: Primary and secondary typefaces with specimens
- Logo Lockups: Horizontal and stacked versions
- Spatial Design: Materials, finishes, paint colors (include Benjamin Moore or Pantone references)
- Collateral Templates: Poster templates, signage styles
5. Consumer Journey
- Step-by-step walkthrough of the guest experience from arrival to exit
- Include "How It Works" breakdown with numbered steps
- Specify capacity per session, throughput, and timing
- Call out any discussion points or open questions
6. Experience Design
- Floorplan: Annotated with numbered callouts for each zone
- Entry/Check-In: Registration flow, line management, QR codes
- Zone-by-Zone Renderings: Each activation zone with dims, materials, finishes
- F&B Creative: Menu design, branded disposables, catering layout
7. Creative & Design Details
For each design element, include:
- Rendering or reference image
- Dimensions (W x H x D)
- Quantity
- Materials/Finishes
- Approval status (e.g., "APPROVED 3/20" or "NEED APPROVAL")
8. Signage Plan
- Floor plan with signage callouts (exterior and interior)
- Each sign: type, dims, qty, material, copy, placement
- Include stanchion toppers, A-frames, wall graphics, window vinyl
9. Build Drawings
- Link to final build drawings from fabrication vendor
- Include key elevation views and plan views
10. A/V
- Audio: speakers, zones, playlists
- Video: screens, content, CCTV/photo moments
- Lighting: plot, fixtures, cues
- Tech: interactive installations, photo booths, UX flows
11. Production & Logistics
- Venue: Address, contact, access hours, restrictions
- Permits: Status by jurisdiction
- Production Schedule: Day-by-day with times, actions, locations
- Trash Plan: Waste management, recycling, vendor
- BOH Plan: Back-of-house supplies, storage, crew areas
- Post-Event Plan: Strike schedule, returns, storage
12. Programming
- Activities and experiences by zone
- Giveaways: items, quantities, distribution method
- F&B: menu, vendor, service style, timing
13. Staffing
- Staffing Plan: Name, title, contact, roles (load-in and operational)
- Brand Ambassadors: Count, hours, uniform, training requirements
- Security: Count, placement, escalation protocol
- Escalation Plan: Chain of command for issues
14. Partnerships & Social (if applicable)
- Partner integrations and co-branding
- Social media strategy and content capture plan
- Client gifting
Approval Tracking
Mark every element with its approval status directly on the slide:
- APPROVED [DATE] — Confirmed by client
- NEED APPROVAL — Awaiting client sign-off
- FEEDBACK DUE [DATE] — Client has a deadline to respond
- IN PROGRESS — Still being developed
Transition to Operational Deck
Three weeks before load-in, the Pre-Pro deck is reorganized into the Operational Project Deck. This is not a new deck — it is the same deck rearranged for onsite use. See the Production Decks SOP for the operational structure.