The Edgucation Institute
Earn more. Land better roles. Build a business that’s truly profitable.
It starts with proving your own success. The Edgucation Institute teaches event professionals, whether you work in-house or run your own business, to prove what your events accomplish, so you can earn what you’re worth, work with the clients you want, and step into the roles you’ve been working toward.
Dream bigger. Your experience can take you further than you think.
Lifetime access. Start anytime, in as little as 30 days.
Where you are now
You’ve built the experience. Now build the proof.
If you own an event business
Happy, paying, and never asking what the event did
So they don’t see why you’re worth more.
Lined up next to cheaper planners
And the lowest number keeps winning.
Booked solid, same revenue
More work is the only lever you have.
If you work in-house
Defended every year
But you can’t show what last year’s events did.
Great events, little credit
Leadership sees logistics, not strategy.
More work, same title
Promotions go to people who can show results.
Reported as attendance and smiles
Not as what the event did for the company.
Experience alone doesn’t always turn into higher pay, better clients or bigger roles. The professionals who move up can show more than what they delivered. They can show what it accomplished.
Where you want to go next
What changes when you can prove the value of your work.
Land the role you’ve been working toward
Show leadership or a hiring manager the business results behind your events, not just the logistics.
Attract the clients you want
Stop competing on price. Show prospects why your thinking is worth a bigger investment.
Earn more for your expertise
Back up higher fees, a raise or a bigger budget with evidence instead of adjectives.
Build a more profitable business
Write stronger proposals, keep clients longer and grow without simply taking on more events.
Become a strategic partner
Get brought in when the goals are set, not after the decisions are made.
The curriculum
Four weeks from event planner to strategic partner.
Each week builds on the last, using your own real event. By the end, you don’t just think differently about your work. You can prove it.
Purpose to Profit
From taking orders to setting the goals. You’ll know what every event needs to achieve before anything is booked, and people will start coming to you for direction.
The Competitive Edge
From competing on price to being the obvious choice. You’ll see value others miss and turn small asks into bigger, smarter proposals.
The Experiential Edge™
From “it went great” to proof. You’ll measure what your event changed and turn your own work into a case study.
Put your proof to work
From doing great work to being known for it. You’ll walk into proposals, interviews and reviews with results that speak for you.
The transformation
Same experience. A completely different career.
Judged on logistics and price
Valued for the results you create
Brought in after the decisions are made
In the room when the goals are set
Defending your fee or your budget
Backing it up with proof
Busy all year, same income
Earning more for your thinking
Great work no one can measure
A case study that shows what you’re capable of
Your education and deliverables
Don’t just leave with new knowledge. Leave with proof.
Your main deliverable is your own case study, built from a real event you worked on. It’s evidence of your expertise that you can put in front of a client, a hiring manager or your leadership team.
- Your own case study, built from a real event
- Three courses: Purpose to Profit, The Competitive Edge and The Experiential Edge™
- The book, Make Them Feel That Way On Purpose
- The Experiential Strategist’s Workbook and the journal
- Bonus: The Event RFP Response Sheet
- Bonus: The Event Sales Objection Guide
- Bonus: The Experiential Strategist Marketing Playbook
- Optional CPES certification: submit your case study for Advisory Board review to earn the designation and a LinkedIn badge
- Lifetime access, at a 30, 60 or 90-day pace
Where your case study goes to work
Your resume and portfolio
Show results, not just a list of events.
Your website and LinkedIn
Give better clients a reason to reach out.
Proposals and RFPs
Back up a higher fee with evidence.
Your next review
Support a promotion, raise or bigger budget.
Job interviews
Walk in with proof of how you think.
Client meetings
Talk about business outcomes with confidence.
Our graduates
Different paths. The same advantage: proof.
Some grew their businesses. Some stepped into bigger roles. They all learned to show the value of their work, and to say it with confidence.
Glenda Ann Robertson, CPES
St. John’s, Canada
Started: running a corporate event planning company. Now: used strategy to turn it into an experiential marketing agency.
Joshua Pennebaker, CPES
Something Amazing Events, Colorado
Started: a wedding planning company. Now: turned it into a corporate event planning company.
Aurora Maier, CPES
California
Started: intern at HM Experiential. Now: founder of Lost Coast Getaways, a corporate retreat company.
Caitlyn Duff, CPES
Washington, D.C.
Started: running her own event company. Now: Senior Events & Experiences Manager, EDENS.
Emily Bennett, CPES
Colorado
Started: in events and catering. Now: leads event business development and programming for a Colorado city government.
The Edgucation Institute prepared me to walk into those meetings with confidence and clearly connect creative ideas to business objectives.
Caitlyn Duff, CPES
For in-house professionals
Invest in the professional you want to become, or ask your employer to.
Many companies pay for professional development. The Institute fits that budget because what you learn comes back to the team.
- Professional development and career advancement
- Leadership development
- Building the team’s ability to measure events
- Strengthening the company’s experiential marketing
The founder and the framework
Built from 25 years of proving what events are worth.
The Edgucation Institute was founded by Jenny Howard-Maxwell, CPES, to teach event professionals what it took her two decades to learn: great events don’t speak for themselves. Professionals who can show what their events did get paid, promoted and trusted.
Every course is built on the Experiential Edge Blueprint™, her framework for connecting experiences to business goals and proving the results. CPES case studies are reviewed by the Institute’s Advisory Board.
25 years and 150+ events · Four NACE awards · Top 50, Event Planner Expo · MBA in marketing · Author, Make Them Feel That Way On Purpose
Questions
Before you enroll.
How long does it take?
The program is built for 30 days, one week per step. Busy season? Choose a 60 or 90-day pace. You keep lifetime access.
Can I take this program if I work in-house?
Yes. The method works the same whether you run your own business or manage events inside a company. Instead of proving value to a client, you prove it to leadership, with the same steps and your own real event.
Will this work for my kind of events?
Yes. It works for corporate events, conferences, meetings, brand activations, retreats, nonprofit events, weddings and more. You build your case study from your own real event.
Will this help me get a promotion or a new role?
No program can promise that. What you get is what those conversations need: a case study that shows how you think and what your work accomplished, plus the language to present it.
Do I have to get certified?
No. CPES is optional. It’s awarded after you submit your case study and the Advisory Board reviews it, so it recognizes expertise you’ve shown, not just a course you finished.
Can I pay over time?
Yes. Pay $1,497 in full, or 3 payments of $533 ($1,599 total). Both options are on the checkout page.
Can my company pay?
Yes. Email [email protected] and we’ll send a one-page overview to share.
Want it live instead?
The four-week Live Intensive, with CPES included, opens February 2027. On Demand is open now.
The Edgucation Institute, On Demand
Your experience got you this far. What you can prove takes you further.
Whether you want a bigger role, better clients or a more profitable business, the next step is showing what your work accomplishes.
Lifetime access. Recommended pace: 30 days. Need more time? Take 60 or 90.