More than 60 percent of corporate marketing executives consider events to be the most crucial marketing channel for reaching their growth objectives according to industry studies.
Future-focused institutions must think about how to make the audience themselves part of the shareable story, by surprising or inspiring them in unexpected ways, potentially with novel technology or production techniques. It takes strategic planning to root these enhancements in your story so they’re not just spectacle for the sake of spectacle but rather something that drives home the message and highlights the mission.
What’s the reward for this type of thoughtful event and experience planning? It’s perpetual content that extends engagement. You and any ambassadors who share on your behalf can easily keep the story going, building the trust that brings in new donors and advances the organization’s cause with those already in the pipeline. From one single event, several dozen additional touchpoints can easily be captured and cast out for engagement for several months.
A massive party for the campaign launch, a grand dinner for the incoming president, these events must be treated as opportunities for content collection to be parsed and distributed. Any social media crew running around with their football team knows the power of one image captured at a game, an event, and shared on Facebook can drum up not just multiple thumbs up but also comments and conversations. And even more deeply — pride.
It’s in that pride, of course, that we find commitment. It’s in the emotion that action is born.
That’s why we are committed to helping you reimagine events, experiences and engagement. We’d love to see your thoughts in the comments below, or reach out to Sarah Winkler, Josh Johns or any of our team.
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