By Mary Tucker | Senior Communications and Content Manager | IAEE
When Brendon Winters joined the IAEE Washington, D.C. Chapter Board of Directors in January 2024, he brought fresh energy and innovative thinking to the chapter’s digital strategy. Despite having no prior experience in social media campaigns, Brendon dramatically transformed the chapter’s online presence and helped establish it as a thought leader in the DMV (District of Columbia, Maryland, Virginia) region.
One of Brendon’s most significant accomplishments was spearheading the chapter’s adoption of the Gather Voices platform. Under his leadership, the D.C. Chapter became the first IAEE chapter selected to implement this innovative tool, which they now use regularly for video content creation and distribution.
The impact of his digital strategy has been nothing short of extraordinary with the chapter’s LinkedIn following surging from 164 to 563 followers – a 350% increase! His consistent output of approximately 15 posts per month covered a diverse range of content, from IAEE headquarters updates and event coverage to holiday greetings and industry news. In fact, many of his postings (Meet the BOD, Member Spotlight, Job Postings) were adopted by local PCMA, MPI and AMPS organizations and are now part of their marketing efforts.
Brendon also launched several successful content series such as featuring past chairpersons and their leadership journeys as well as spotlights on current Board members discussing the value of chapter involvement.
The chapter’s enhanced digital presence yielded tangible benefits beyond just social media metrics. Sponsor interest increased significantly, with the chapter seeing a 50% rise in sponsorship opportunities. This growth in partnership potential directly correlates with the improved visibility and engagement Brendon achieved through his strategic content approach.
By uniting the chapter’s voice while maintaining a diverse content strategy, Brendon created a comprehensive digital presence that not only elevated its profile but set a new standard for chapter communications.
Brendon’s outstanding work earned him the 2024 IAEE Chapter Merit Award, which was presented to him this past December at Expo! Expo! IAEE’s Annual Meeting & Exhibition in Los Angeles, California.
Here, Brendon shares insights into his digital transformation strategy, discusses the power of authentic storytelling in association leadership, and reveals how he turned inexperience into innovation to create a model for chapter engagement in the digital age.
You joined the chapter Board with no prior social media experience yet achieved remarkable results. What inspired your innovative approach to digital engagement, and what was your strategy for learning the ropes so quickly?
Brendon: As a supplier of creative production and event technology services, I’ve spent over 30 years focused on the customer journey, putting myself in their shoes and making it as seamless as possible to do business with me. My approach has always centered on creating exceptional audience experiences, and I brought that same mindset to my role on the IAEE Board. I asked myself: What would I want to see? Why would I join or engage with this community?
As the chapter’s Director of Communications and Outreach, my passion for digital media and event production naturally intersected with my role, allowing me to explore new technology and create content that was both thought-provoking and engaging. As someone new to social media marketing, I initially struggled with perfectionism, often wondering, Is this good enough? I quickly realized that no one has to be perfect; the key is to be authentic and just post regularly.
To amplify our efforts, I formed a communication committee, bringing together industry peers to brainstorm ideas and collaborate. “The Comms Team Bunch” is always there for a story and collaboration. Shout out to Woody Weaver and Tony Ward! Beyond generating engaging content, this committee fostered meaningful connections and strengthened our community. Our chapter is a hub of thought leadership, and it’s been an honor to showcase that brilliance in a way that inspires fellow event professionals. Through consistency, relevance, and a commitment to authentic engagement, we’ve achieved remarkable growth, and it’s only the beginning.
The chapter became the first to implement the Gather Voices platform under your leadership. Could you walk us through how you convinced members to embrace this new technology and what challenges you faced during the implementation?
Brendon: It’s been a wild ride! I attribute much of our success to a supportive and passionate board of directors who share a common vision for our chapter. As an industry, we have access to incredible tools for event marketing and engagement, and we saw an opportunity to leverage the latest in digital media to propel our mission forward. Gather Voices allowed us to create a space where members could freely share their stories and connect in an authentic, engaging way.
Video is second nature to the younger generation – it’s how they engage, communicate and build community. We wanted to integrate this powerful medium while ensuring all members, regardless of comfort level, had options for participation. Not everyone embraces video right away, and that’s okay. We offered multiple ways for members to share their voices in a way that felt natural to them.
There were challenges, of course. Some members hesitated to put themselves on camera, feeling unsure or self-conscious. But we focused on creating a welcoming environment, emphasizing that authenticity matters more than perfection. As the saying goes, a picture tells a thousand words, but a video tells a thousand pictures. In an era of AI-driven content, it’s our unique personalities and real, unscripted moments that truly resonate. By fostering a culture of storytelling through video, we’ve strengthened our connections and elevated engagement within our chapter.
Your content initiatives have been widely (and wildly!) successful. What insights about storytelling and community building have you gained from your creative process?
Brendon: Storytelling and community building, much like event production, are collaborative efforts. I’ve learned that success isn’t just about one person’s vision, it’s about surrounding yourself with the right people, drawing inspiration from their perspectives, and creating something greater together. I rely on my network and committee for ideas and feedback because the best content comes from collective insight. I have immense respect for the role each of us plays in contributing to our shared success.
My passion for storytelling began early. I attended film school in Hollywood and started my career working in television and film production. Those experiences taught me that great stories don’t just inform; they connect, inspire and leave a lasting impact. Whether through events or digital content, my goal is always to create moments that resonate on a personal level.
At the heart of it all, I believe that if you can make a meaningful impact on even one person’s life, you’ve done a good day’s work. Whether through events or digital content, my goal is to foster genuine connections, spark inspiration, and build a community where everyone feels seen and valued.
The nearly 350% increase in LinkedIn followers is awe-inspiring. Beyond the numbers, how do you measure the quality of engagement and what types of content have you found resonate most with your audience?
Brendon: Our DC Chapter is rich with thought leadership; my role is to package and present it in a way that truly connects with our audience. Beyond the impressive growth in followers, we measure success by the depth of engagement: Are people commenting, sharing and starting conversations? Are they finding value in what we post?
We’ve found that content bridging the professional and personal journey resonates most. Stories that showcase real experiences, challenges, and wins create deeper connections. With our membership being 65% planners and 35% suppliers, we aim to deliver a mix of educational insights, industry trends, member spotlights and event highlights that cater to both groups.
Our audience craves both knowledge and interaction, and that comes with the responsibility of consistently delivering high-quality, relevant content. By staying authentic, highlighting the incredible talent within our community, and fostering real dialogue, we’re building not just a following, but a truly engaged and inspired network.
How do you see the role of digital communication evolving in how the chapter uses it, and what advice would you give to other chapters looking to enhance their online presence?
Brendon: It’s an exciting time to be in the events industry! With the rapid adoption of event technology and AI, data will play a crucial role in shaping how we engage and communicate moving forward. For chapters looking to grow their online presence, my advice is start with a strong foundation: build a passionate team, embrace technology, and stay the course.
Actively listen to your members and seek their input to understand their priorities. Develop a digital media strategy rooted in authenticity, inclusivity and diversity. By nurturing authentic connections and truly listening to each other, we can elevate ourselves both professionally and personally. Your voice matters, use it to create positive change and inspire those around you.
