Event Marketing Framework for The Sustainability Community (TSC)
Description
Context
The Sustainability Community (TSC) is a UK-based platform that connects leaders across industry, investment, government, and innovation to accelerate clean industrial growth. Through large-scale conferences, private roundtables, and membership-based engagement, TSC brings together over 20,000 professionals to drive collaboration and real-world impact.
Core Question
With multiple flagship events, including upcoming initiatives such as Regeneration Earth, TSC’s continued success depends on consistently attracting high-quality, relevant attendees. As the number of events grows, there is a need to formalise a scalable and repeatable marketing process that maximises attendance and engagement.
How can TSC design a structured, repeatable marketing framework that can be applied across events to maximise attendance, target the right audiences, and optimise marketing performance?
Objectives (3-Week Scope)
Audience Segmentation & Targeting
Categorise key attendee segments.
Define motivations, decision drivers, and barriers to event attendance.
Channel & Journey Mapping
Analyse the most effective channels to reach each segment.
Map the attendee journey.
Competitor & Benchmark Analysis
Review how similar sustainability or industry events attract audiences.
Identify missed opportunities or underutilised strategies.
Deliverables
Event Marketing Framework
Campaign Examples
Final Presentation (clear summary of strategy and recommendations)
Guidance for Students Taking On This Project
If you’re planning to submit a proposal for this project, here are some pointers to help you build a strong foundation, from academic literature to data sources.
1. Understand the Platform and Its Audience
Start by familiarising yourself with The Sustainability Community (TSC), its events, positioning, and the types of professionals it attracts.
Review similar sustainability, industry, or leadership events to understand how they attract attendees
2. Useful Academic Frameworks
You may use established marketing frameworks to structure your approach. The STP model (Segmentation, Targeting, Positioning) helps identify and prioritise customer groups, while the AIDA or RACE models guide how to design campaigns that move prospects from awareness to action. Competitor analysis is essential to understand how TSC can differentiate its event marketing strategy.
Additionally, review the academic frameworks and research to identify whether there are relevant existing models for service marketing.
3. Useful Data Sources
Depending on your university’s access, these databases are useful.
- Statista (events industry and sustainability trends)
- McKinsey / Deloitte reports – sustainability and industry insights
- Google Trends – interest in sustainability topics and events
4. Next Step
Prepare a short proposal (Project Proposal Guide) outlining your strategy to tackle this project. Your proposal helps you secure a place and a scholarship.
Video
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