Join the Institute, On Demand, at $349/month before the price rises in
The Institute, For Teams
Marketing talks pipeline. Sales talks revenue. Finance talks return. When your events team doesn’t speak those languages, your biggest brand investments get planned as logistics and judged as line items. We train event teams to connect every event to business goals, work hand in hand with marketing, sales and finance, and prove the return on what you spend.
Now scheduling private team training for 2027.
The disconnect
Plans the experience
Knows the venue, the run of show and the guest journey, but is often handed the goal after the decisions are made.
Needs the story
Wants the event to build the brand, reach the right audience and feed the campaign.
Needs the pipeline
Wants qualified conversations in the room and follow-up that moves deals forward.
Needs the return
Wants to know what the company got for the money, in numbers they trust.
When those four don’t talk, you pay for the event and miss the return.
What your team learns
01
Before planning starts, so the brief is shaped by strategy, not just a date, a budget and a venue.
02
So your events team works as a strategic partner to every department, not a service desk.
03
Measure before, during and after every event with ExpROI, and report results leadership can act on.
04
Present results in the terms executives use, so event budgets get defended instead of cut.
What changes for your organization
The Edgucation Institute exists to help event professionals turn experience into strategic value. For organizations, that means the people running your events can show exactly what they deliver.
Who it’s for
Corporate and association teams who want a seat at the table when goals and budgets are set.
Teams who want to be the strategic partner clients keep, not the vendor they compare on price.
Events, marketing and sales trained together, so everyone plans, promotes and follows up from the same playbook.
Ways to train your team
Self-paced
Give your team The Institute, On Demand, so each person builds the skills on their own schedule.
Live, private
Live training with Jenny for your team, worked on your company’s real events and goals.
For executives
For the leaders who approve event budgets: what events should deliver, and how to hold them to it.
Every team program is shaped around your goals, your events and your timeline.
Your trainer
I’m Jenny Howard-Maxwell, CPES, founder of The Edgucation Institute and HM Experiential. I’ve planned events as a VP of Marketing, for association management companies and for my own clients, so I know what each department needs from an event, and where the handoffs break.
“Experiences without strategy are just expensive parties.”
Jenny Howard-Maxwell, CPES
Brands that have trusted Jenny with their events
Bentley · Freshworks · RSM · Waste Connections · Denver Zoo · Monarch Casino
Meet the Institute Advisory BoardJoin the 2027 list
Share your team, your events and your goals. We’ll follow up with options and timing for 2027, with no obligation.
Prefer to talk it through? Book a team call with Jenny.
Get on the list
Email us your name, company, team size and goals, and we’ll be in touch about 2027.
Email the InstitutePrivate team programs are being scheduled now for 2027. Join the list or book a call to hold your preferred timing.
It depends on your team’s size, goals and format. We’ll walk through options and pricing on your call.
Many organizations fund this from professional development budgets. Email [email protected] for a one-page overview to share with whoever approves it.
Your events team, at minimum. The biggest results come when marketing and sales learn alongside them, so everyone plans and follows up from the same goals.
We’ll talk through what works best for your team on your call.
Yes, it’s available as an optional credential for individuals who want it. We’ll cover how it works on your call.
One conversation about your team’s goals is all it takes to see what’s possible in 2027.