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Workshop overview
In this workshop, Community Academy co-founders will guide you through the fundamentals of creating meaningful IRL experiences. You’ll explore how events and activations fit within your broader marketing strategy, how to define the right programs for your goals, and how to balance creativity with measurement.
The session covers signature brand experiences and collaborative activations, helping you understand when to build independently and when to partner for greater efficiency and impact. You’ll learn how authenticity shapes experiential marketing, how to set objectives before launch, and how to measure success beyond attendance and surface-level metrics.
Workshop outcomes
- Learn how events + activations fit within a broader community marketing strategy
- Know the difference between signature + collaborative events
- Set clear goals and know how you’ll measure the success of your events + activations
- Access a set of tools + resources to support you in planning and execution
What to expect
This session is designed to be interactive and workshop-style, with hands-on exercises, practical tools, and guided discussion throughout. You’ll collaborate with fellow attendees as we move through the material together, whether you’re joining in-person or virtually.
Meet your hosts
Christa + Michelle are the co-founders of Community Academy and longtime practitioners of community-led marketing.
With decades of experience building and scaling community-based strategies, they’ve helped iconic brands like lululemon, Athleta, and Saje Natural Wellness foster deep loyalty, authentic advocacy, and sustained growth.
As workshop hosts, Christa and Michelle bring a rare blend of strategic rigor and real-world application — translating what actually works in practice into clear, actionable learning you can apply immediately.