The Ties that Bind: Event Planning and the Creation of Community

Abstract

In order to determine the impact of event planning on the audiences that different firm-hosted events serve, a selection of individuals spanning from smaller-scale non-profits to large-scale national brands were interviewed and their experiences gathered to dissect the ways in which their events' planning and execution vary. The research uncovered an underlying theme of community that results from events, no matter their method, size, scope, location, implementation, or marketing strategy. It is this all-encompassing theme that defines the content of this paper as it relates to the relationships that exist in all phases of the events, and it is this theme that proves paramount to the success of these organizations in building their brand equity and ultimate resonance to and connection with their stakeholders. By optimizing the impact of this sense of community on an event’s participants, firms will be able to increase engagement with their products, missions, and causes, and will subsequently be able to make a significant impact on their positioning in the consumer’s mind and their relationships with those individuals going forward.