Resumen de Stakeholder Engagement in Event Planning: A Case Study of One Rural Community's Process
Tricia Jordan, Fred Gibson, Brad Stinnett, Deborah Howard
Stakeholder engagement attempts to develop partnerships in order to assist in problem solving and decision making. The case study attempts to understand how one rural community reengages corporate sponsors in the event planning process. Emphasis is placed on understanding the motives, benefits, and challenges associated with community engagement. Investigators used a case study methodology collecting data from event observations and key stakeholder interviews. The design helped develop an in-depth analysis of a program, event, activity, process, or one or more individuals. Benefits of engagement included brand placement, morale, and community betterment. Resource allocation provided a major challenge while information provided a critical component of stakeholder engagement decisions. Factors that motivated sponsor involvement included mission, community connection, strategic engagement, and having the right partners. The results have important implications for professionals attempting to reengage corporate sponsors in event planning. Findings suggest the value of using social capital found within an event sponsors organization. When events are organized by small nonprofit organizations or single departments located within rural municipalities, the additional social capital is invaluable in meeting both community and corporate sponsor goals.
