Breakout session presented by Sam Churich and Anita Fitzhugh

1. Leveraging Events and
Building Engagement
Through Storytelling
Anita Fitzhugh, Senior Communications Specialist
Sam Churich, Communications Specialist

3. Good stories
stand the test
of time and
unite us

4. • Identify stories within events
• Leverage those stories internally and
externally
– Guests
– Sponsors
– Community
– Media

5. • Dan Griffis, VP Experiential Marketing at Target
Corporation
Asks if events:
• Will be warm?
• Will be cool?

6. How do you find a story that will make your
event stand out?
• Storytelling isn’t about you.. it’s about who’s
listening.
• Find an overarching message that helps create
a compelling narrative and lasting impact.

7. March of Dimes March for
Babies
Story Sample #1
“Join us at the Capitol for a
walk with friends to help
raise money for babies born
too soon.”

8. March of Dimes March for
Babies
Story Sample #2
“Meet Hazel Day. She’s
two-years-old and an
ambassador for March of
Dimes. She was born
weighing two pounds, 11
ounces. The smallest
diapers didn’t fit her and
she spent five weeks in
the ICU. She’s alive thanks
to people like you who
believe in the March of
Dimes’ mission- and in
Hazel.”

9. American Cancer
Society
Making Strides Against
Breast Cancer
Unique Story Angle #1
“Meet John DiMichele,
male breast cancer
survivor.”

10. American Cancer Society
Making Strides Against
Breast Cancer
Unique Story Angle #2
“Meet Randy. She’s a breast
cancer survivor who is now
giving hope to others
fighting the disease. She
volunteers at the American
Cancer Society’s free “Look
Good.. Feel Better”
makeover sessions,
providing patients with wigs,
make-up tips and a boost of
confidence.”

11. Changing Perception
– What if the event needs a refresh?
– What if the event has decreased attendance?
– What if trust needs to be built?
– Stories can change narratives and public
perception
– With the right message, stories can inspire action

13. The best storytellers embrace:
Empathy

14. The best storytellers embrace:
Vulnerability

15. The best storytellers embrace:
Simplicity

17. Before:
• Identify a story that will make your event
memorable
• Begin telling your story via social media, blogs,
the event website and any publications
• Create a unique and memorable hashtag for
your event to start building buzz on social media

18. Before:
• Use your story in any invitations and emails to
keep the message consistent
• Post photos of event prep or go live on
Facebook for a sneak peak

19. • During:
• Harness your audience’s enthusiasm and invite
them to “check in” and use the event’s
hashtag and tag themselves
• Provide real-time customer service

20. • During:
• Recruit attendees to act as social media
ambassadors to promote the event from their
experience

21. After:
• Post photos and videos
• Keep your website and social networks fresh
with content reinforcing the story of your
event
• Create your photo galleries in Facebook and
SmugMug
• Be sure to reinforce your story and message in
any follow-up communication and emails

22. After:
• Take a look at your analytics for websites and social
media
• Identify reach, trends, popular posts and new
followers
• What stories were your attendees posting in their
networks and are those in line with your goals?