2024 IAEE Award winner Brendon Winters is an engagement

Mary Tucker | Senior Communications and Content Manager | Iaee

When Brendon Winters joined IAEE Washington, DC Chapter’s Board of Directors in January 2024, he brought new energy and innovative thinking to the chapter’s digital strategy. Despite having no experience in the social media campaign, Brendon drastically changed the online presence of the chapter and helped establish it as a thought leader in the DMV (D.C., Maryland, Virginia) area.

One of Brenden’s most important achievements was the first to adopt the chapter’s “Gathering Sound Platform”. Under his leadership, the DC chapter became the first chapter of the IAEE chapter to implement this innovative tool, which they now regularly use for video content creation and distribution.

The impact of his digital strategy with 164 followers soaring to 563 followers, this chapter’s LinkedIn is nothing more than – a 350% increase! His consistent output for approximately 15 positions per month covers a wide range of content, from IAEE headquarters updates and event coverage to holiday greetings and industry news. In fact, many of his posts (with BOD, Member Spotlight, Job Posting) have been 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 featured past hosts and their leadership journeys, as well as attention to current board members, discussing the value of chapter participation.

The enhanced digital image in this chapter is more than just social media metrics, which brings tangible benefits. Sponsor interest increased significantly, with sponsorship opportunities in this chapter increasing by 50%. This growth in partnership potential is directly related to the visibility and engagement achieved by Brenden through his strategic content approach.

By uniting the voices of chapters while maintaining a diverse content strategy, Brenden created a comprehensive digital image that not only improves his profile but also sets new standards for chapter communication.

Brendon’s outstanding work won him the 2024 IAEE Chapter Merit Award, which was awarded to him at the Expo in December this year! Hobby! IAEE’s annual conference and exhibition in Los Angeles, California.

Here, Brendon shares insights into his digital transformation strategy, discusses the power of true storytelling in association leadership and reveals how he transforms inexperienced innovation into innovation to create a Chapter Participation Model in the Digital Age.

You join the chapter board without prior social media experience but achieved significant results. What inspired your innovative approach to digital engagement, and what are your strategies to learn ropes so quickly?

Brenden: As a supplier of creative production and event technology services, I spent over 30 years focusing on my customer journey, putting myself into my shoes and making it as seamless as possible to do business with me. My approach has been focusing on creating great audience experiences, and my role on the IAEE Board brings the same mindset. I asked myself: What do I want to see? Why should I join or interact with this community?

As the chapter’s Director of Communications and Advocacy, my passion for digital media and event production naturally intersects my characters, allowing me to explore new technologies and create content that is both thought-provoking and engaging. As a newbie in social media marketing, I initially struggled with perfectionism and often wondered, Is this good enough? I quickly realized that no one had to be perfect. The key is to be authentic, just publish it regularly.

To expand our efforts, I set up a communications committee that brings industry peers together to brainstorm and collaborate. “Comms Team Bunch” is always there for storytelling and collaboration. Scream to Woody Weaver and Tony Ward! In addition to producing engaging content, the committee has built meaningful connections and strengthened our community. Our chapters are a hub for thought leadership and it’s a privilege to showcase this glory in a way that inspires other event professionals. Through consistency, relevance and commitment to real engagement, we have achieved remarkable growth and it’s just the beginning.

This chapter is the first person to implement a sound aggregation platform under your leadership. Can you guide us through how you convince members to embrace this new technology and the challenges you face in implementing it?

Brenden: This is a crazy journey! I attribute our success to a supportive and enthusiastic board who share a shared vision for our chapters. As an industry where we can use incredible event marketing and engagement tools, we see an opportunity to leverage the latest digital media to move our mission forward. Collecting sounds allows us to create a space where members can freely share their stories and connect in a real, engaging way.

Video is second nature for the younger generation – it’s how they participate, communicate and build communities. We want to integrate this powerful medium while ensuring that all members, regardless of comfort level, have an option to participate. Not everyone hugs the video immediately, it doesn’t matter. We provide members with a variety of ways to share their voices in a natural way.

Of course there are challenges. Some members are reluctant to put themselves on the camera and feel uncertain or self-conscious. But we focus on creating a passionate environment, emphasizing authenticity is more important than perfection. As the saying goes, A picture tells a thousand words, but a video tells a thousand pictures. In the era of AI-driven content, what really resonates is our unique personality and real, scriptless moments. By fostering a storytelling culture through videos, we strengthen our connections and increase engagement in our chapters.

Your content plan has achieved extensive success. Did you gain insights on storytelling and community building from the creative process?

Brenden: Storytelling and community building, like event production, is a collaborative effort. I learned that success is not only a person’s vision, but also around yourself with the right people, drawing inspiration from their perspectives and creating something bigger together. I rely on my network and committees to get ideas and feedback because the best content comes from collective insights. I have a great respect for the role each of us plays in contributing to our shared success.

My passion for storytelling has long begun. I attended a film school in Hollywood and started working in TV and film production. Those experiences tell me that great stories are more than just information. They connect, inspire and leave lasting impact. Whether through events or digital content, my goal is always to create moments that resonate on a personal level.

I believe that if you can make a meaningful impact on a person’s life, you have a great day. Whether through events or digital content, my goal is to create real connections, inspire and build a community where everyone feels seen and valued.

Nearly 350% of LinkedIn followers are awesome. Apart from numbers, how do you measure the quality of engagement and what type of content you find that resonates the most among viewers?

Brenden: Our DC chapter is full of thought leadership. My character is to package and present it in a way that really connects with the audience. In addition to the impressive growth of followers, we measure success by the depth of engagement: Are people commenting, sharing and starting a conversation? Have they found value in what we posted?

We found that bridging professional and personal journeys resonate the most. Stories that show real experiences, challenges and victory create deeper connections. Since our membership is 65% planners and 35% suppliers, we aim to provide a variety of educational insights, industry trends, membership spotlights and highlights of events that should fit both groups.

Our audiences are eager for knowledge and interaction, which assumes the responsibility of continuously providing high-quality relevant content. By staying authentic, highlighting the incredible talents in our community and promoting real conversations, we not only build a follower, but also build a truly engaging and inspiring network.

How do you view the role of digital communication in the use of this chapter, and your advice on other chapters seeking to enhance your online presence?

Brenden: This is an exciting time to enter the event industry! With the rapid adoption of event technology and AI, data will play a crucial role in shaping how we engage and communicate forward. For chapters that want to add online presence, my advice is to start with a strong foundation: build a passionate team, embrace technology and keep the course.

Actively listen to your members and seek their opinions to understand their priorities. Develop digital media strategies rooted in authenticity, inclusion, and diversity. By fostering authentic connections and truly listening to each other, we can improve ourselves professionally and personally. Your voice is important, use it to create positive change and inspire those around you.

The phone number for nominations in 2025 is open! The deadline for submission of nominations is August 29, 2025. Get full details hereWoolen cloth