Course Description

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This four-session course dives into the core principles of event marketing, equipping participants with the tools and strategies to design, promote, and execute events that resonate with audiences and drive engagement.

By exploring case studies, discussing best practices, and engaging in hands-on exercises, students will learn how to create experiences that leave lasting impressions and align with organizational goals. Key areas will include market research, branding, digital promotion, and measurement strategies, making this course ideal for those seeking to enhance their expertise in event marketing.

Course Outline

Learning Outcomes

By the end of the course, learners will be able to:

• Develop and Apply Event Branding Strategies: Craft a unique, brand-aligned event identity that speaks to target audiences and reinforces organizational values.
• Design Effective Marketing Campaigns: Utilize digital, social, and traditional media channels to promote events, maximizing reach and engagement with defined target segments.
• Implement Audience Engagement Techniques: Execute audience-driven strategies to create interactive and memorable event experiences that increase participant satisfaction and retention.
• Measure and Analyze Event Success: Use key performance indicators and analytics tools to assess the effectiveness of marketing efforts, audience impact, and return on investment (ROI), guiding future marketing improvements.

About the Instructor

Dr. Kelsey Armstrong joined the staff of Elon University in 2022, as the student life communication manager, with over five years of social media expertise. As the student life communication manager, Kelsey leads communication efforts for the Division of Student Life, writes and edits news stories, annual reports, emails, and presentations, and oversees the social media strategy and management of the division’s social media account. She also assists in the communication efforts for HealthEU, Elon’s wellness initiative, which includes co-developing and overseeing the social media strategy and management of the initiative’s social media presence. 

In her previous roles, Kelsey worked extensively with social media. While at Gelia, she served as a social media and content strategist. In this role, she developed and presented social media strategies for clients, supported social media efforts, provided social media reporting, and conducted social listening and tool screen research for social media listening and management tools. At Cooperative Extension at North Carolina A&T State University, she developed social media strategy and content for SNAP-Ed, EFNEP, and the Extension main social media accounts. 

Additionally, Kelsey recently received her doctorate in Communications from Liberty University. Her research focused on how Historically Black Colleges and Universities (HBCUs) used social media in their crisis communication efforts regarding COVID-19 to reduce the anxieties and uncertainties of students.