For event professionals
Prove what your events are worth.
Become worth more.
Learn how to connect events to business goals, measure what they do, and show people why your work matters.
Then turn that proof into more income, more influence and more opportunity.
For event business owners and in-house event professionals.
Sound familiar?
You work hard. Your events get produced. But do people see what you’re really worth?
You ask for more money.
But you can’t show what the last event accomplished.
You deliver great events.
But the people you work for don’t see you as a strategic partner.
You’re doing more work.
But your income and opportunities aren’t growing.
The problem isn’t that you’re bad at events. It’s that no one taught you how to prove what they accomplish.
Reporting vs. proving
Same event. Different story.
How most planners report it
150 people came, and they loved it.
That’s what happened.
How you’ll report it
150 people came, and 108 booked a follow-up meeting.
That’s what it accomplished.
Same dinner. Same budget. Which professional is worth more?
What we teach
Five steps from event planner to strategic partner.
Learn to connect your events to business goals, prove your results and show people the value you create. This isn’t about better logistics. It’s about being worth more.
Connect every event to a goal that matters.
Know what the event needs to accomplish before planning begins.
Find and name your competitive edge.
Know the value you bring and what makes your thinking different.
Build a case study that proves your results.
Turn your real event work into proof of what you accomplished.
Use your proof to show your expertise.
On your website, LinkedIn, proposals and RFP responses.
Show people why your work matters.
Talk about results, not just logistics, so clients and decision-makers see the value you create.
“Proving your event results is the key to more revenue, more influence and more success in your events career.”Jenny Howard-Maxwell, CPES · Founder
Two paths. One opportunity.
Start where you are. Build from there.
Whether you own an event business or work inside a company, proving what your events do can change your future.
If you own an event business
Want to build a more profitable business?
Learn to show clients what your events do, so they see your value before they see your price.
- Win better clients
- Show why your fees are worth paying
- Stop competing only on price
- Write stronger proposals and RFP responses
- Create case studies that sell your expertise
- Turn client results into repeat business
If you work in-house
Want to become a more valuable professional?
Learn the language of leadership, so you feel at home in the rooms that decide the budget.
- Connect events to company goals
- Show your impact to leadership
- Prove why event budgets matter
- Build a stronger case for promotions and pay
- Earn a seat at the strategy table
- Become known for the results you create
Different careers. Different goals. The same skill: proving event success.
Our graduates
They were great at the work. Now they get paid for their thinking.
Our graduates use what they learned to grow businesses, step into new roles and lead bigger work.
Glenda Ann Robertson, CPES
St. John’s, Canada
Started: running a corporate event planning company. Now: used strategy to turn it into an experiential marketing agency.
Joshua Pennebaker, CPES
Something Amazing Events, Colorado
Started: a wedding planning company. Now: turned it into a corporate event planning company.
Aurora Maier, CPES
California
Started: intern at HM Experiential. Now: founder of Lost Coast Getaways, a corporate retreat company.
Caitlyn Duff, CPES
Washington, D.C.
Started: running her own event company. Now: Senior Events & Experiences Manager, EDENS.
Emily Bennett, CPES
Colorado
Started: in events and catering. Now: leads event business development and programming for a Colorado city government.
Meet Jenny
I designed amazing events. Nobody ever asked me to prove what they did.
My clients were happy and paying me, but my business wasn’t growing. When I learned to show clients what their events did, everything changed: more revenue, clients who kept coming back, and the freedom to say no.
I built the Edgucation Institute because event professionals deserve to be valued for the results they create, not just the events they deliver.
Today, from Soho, New York, I teach event professionals to connect their work to business goals, prove what their events accomplish, and turn that proof into more opportunity and more income.
Brands I’ve designed events for
The Institute, On Demand
In 30 days, learn to prove what your events are worth.
Build the skills to connect your events to business goals, prove your results and show the value you bring.
$1,497 paid in full, or 3 payments of $533
What you get
- Three courses, at your own pace
- The book, the workbook and the journal
- Three bonuses: how to write an RFP response that stands out, how to answer common sales objections, and your complete guide to marketing yourself and standing out in the industry
- A real case study from your own work
- Optional CPES certification
- Lifetime access. Start anytime.
Want your employer to pay? Email [email protected] for a one-page overview you can share.
Prefer to learn live? The Live Intensive starts February 2027, with CPES included.