CENTERS Case Study: Rethinking Event Planning as experience planning
Take a moment and think of an event you attended recently that you really enjoyed. Think about the long-lasting and positive impression it left on you. Now, think about why it left an impression and why you enjoyed it so much. In higher education, creating a strong campus event planning experience requires more than logistics alone. Chances are, it wasn’t because of a single element of the event, but the collective impact of many elements coming together to create something more meaningful.
The most memorable and effective events have to be more than well-executed. While that is important, they must also be deeply immersive, interactive, entertaining, and brand-forward to serve both institutional goals and attendee expectations. They need to be felt by connecting emotion with participation. In short, they need to be experiences. This is especially true when marketing event venues and services on a college campus to external clients who may not immediately consider them viable options.
Enter the Events at CSU Expo.
The inaugural Events at CSU Expo served as the pinnacle of a broader brand relaunch campaign and embodied exactly this approach. The event showcased what can happen when a university combines this philosophy with a key service to create a unique strategic growth opportunity and an unforgettable experience.
A New Era for Events at CSU.
On September 10, 2025, Cleveland State University (CSU) hosted the first-ever Events at CSU Expo in the Student Center’s Glasscock Family Ballroom. It marked the official reintroduction of CSU’s centralized event services brand as Events at CSU (internally, the Conference and Event Services department) and offered stakeholders a full-spectrum view of what is possible with event experiences hosted at Cleveland State.
With more than 110 attendees, the turnout exceeded expectations for the event and reflected the strong appeal of a refreshed event planning approach focused on creating unforgettable experiences through exceptional services, creativity, and ease.
Immersive by Design
The Events at CSU Expo was intentionally crafted to go beyond simple information sharing. More than an event, it was designed to deliver an experience to attendees first-hand by showcasing the range of services, ambiance, and creativity Events at CSU offers.
- More than a showcase, the Expo was positioned as a professional networking opportunity for event clientele, local event professionals, campus constituents, and community partners.
- Museum-style venues exhibit featured photos and historical insights of key CSU venues. Guests explored these displays at their own pace, as if walking through a museum gallery of event possibilities, highlighting unique spaces, significant and historic past events, and hosting ideas.
- An interactive slideshow ran continuously of previous events hosted on campus, interspersed with trivia, polls, and fun facts, that encouraged group conversation and discovery.
- Live performances from student musicians added energy to the space and introduced attendees to entertainment options available through the School of Music for future bookings.
- Catering displays and tablescapes went beyond samples and tastings. They presented different service styles, menus, china, linens, and tablescape concepts to inspire planning.
- Self-guided table displays delivered topic-specific content such as A/V capabilities, how to start a booking, catering packages, team introductions, brand philosophy, and more.
- Partner information tables connected attendees with team members, event partners, and other campus and community collaborators to build relationships and gather information.
- Finishing touches were carefully planned, including plants, flowers, centerpieces, signage, and décor. These small but meaningful details enhanced the atmosphere and elevated the overall experience. Often overlooked in campus events, these design elements played a critical role in making the Expo feel polished and intentional.
Each element reinforced the immersive brand identity of Events at CSU, positioning the team as creative collaborators, as well as event planning experts.
Feedback and Early Wins
According to post-event survey results:
The Expo achieved strong Net Promoter Scores (NPS), with the majority of respondents identified as ‘Promoters’ for both likelihood to book again and to recommend Events at CSU (83%). - The Museum-style Venues Exhibit was selected by 67% of respondents as one of the most valuable elements and received a solid 4.36/5 rating.
- Catering Food Samples were identified by 83% of respondents as the most valuable part of the event.
- The event received an average rating of 4.73 out of 5 for both catering food samples and event venue/decor—making them the top-rated elements of the experience.
- 83% of attendees said they were likely to consider Events at CSU for future bookings.
- 17% of survey respondents requested immediate contact to discuss future events, while 42% indicated interest but not at this time. Combined, this represents a 59% lead generation rate overall from the event.
Respondents valued networking opportunities, venue discovery, and hands-on experience. Several attendees expressed surprise at the breadth of services, including longtime CSU faculty and staff.
One faculty member from the College of Sciences, who was preparing to plan an academic conference for 200+ guests, shared that they had been unaware of CSU’s venue capabilities and were now planning to bring the event in-house.
CENTERS’ Role in Realizing the Vision
The success of the Expo reflects the strength of the CENTERS model:
- Expertise across industries: the CENTERS @ Cleveland State team blended best practices from higher education and professional events with innovative thinking and experiential design to elevate both the concept and the execution.
- Holistic execution: From marketing strategy to floor plan design, the team conceptualized and led every detail.
- Culture-forward planning: Events at CSU offers curated experiences as much as expert event management. That message came through clearly because the event was built to express it.
Formal bookings from the event are still developing, and the team now has a pipeline of qualified leads to engage and cultivate. Just as significantly, the Expo created immense awareness for the depth and breadth of CSU’s event capabilities and addressed lingering confusion about booking processes and who to contact for campus events. By meeting the team in person and engaging with clear, topic-focused resources, attendees left feeling better informed and more confident about planning events at CSU.
With the success of the 2025 event, the team plans to make the Events at CSU Expo an annual client engagement and lead generation event. Building on the momentum, planning for the 2026 Expo is underway and will feature deeper collaborations, more interactivity, and implemented attendee feedback to enhance the experience. Interest from external partners is growing, and a structured follow-up plan is in motion to convert engagement into future bookings.
Rethinking Event Planning as Experience Planning
Make Your Brand Tangible. Don’t just talk about your services, show them. Let attendees interact with and experience your capabilities in ways that reflect your brand promise. Plan for how you want attendees to feel at the event and after it’s over. - Rethink Traditional Formats. Think outside the box and get creative. Share information in unexpected and memorable ways: brochures as exhibits, tastings with dynamic catering displays, immersive activities and tablescapes, and stage programs with live demos or performances.
- Use Self-Paced Learning to Your Advantage. Interactive and informational stations help attendees discover key details on their own terms, which improves retention and encourages engagement.
- Personalize the Journey. Combine institutional invitations with personal outreach. Build a campaign strategy that matches your audience’s mix. Don’t forget the literal event journey, too. Make sure to plan your event’s intended flow and foot traffic.
- Map the Post-Event Plan Before Launch. Know how leads will be tracked, who will follow up, and how success will be measured. Events are most valuable when paired with structure.
More than simply highlighting capabilities and handing out information, the Events at CSU Expo embodied the unforgettable experiences it aims to create. In doing so, it allowed attendees to experience them first-hand and envision what their events could be like, as well. The event positioned Events at CSU as a premier partner for event experiences in and around downtown Cleveland, as well as on campus. And with CENTERS behind the scenes, every moment reflected the operational excellence and creativity that define our partnerships.
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