In 2023, Westfield State University engaged Envision Strategies to conduct a feasibility study for expansion and formalization of a Conference and Event Services program, creating an additional revenue stream to support University programming and initiatives. While a small summer conference program did exist pre-pandemic, issues such as limited dedicated full-time employees, cohesive, inter-departmental vision and communication, and the absence of a marketing strategy restricted its full potential. Envision assisted the University in developing a formalized year-round conference and event services business and marketing plan to address key areas. The study was organized into the following phases:  

• Initial and Campus Research and Program/Organizational Assessment  
• Business Competitor Benchmarking  
• Visioning and Strategic Positioning   
• Business Plan Development  
• Summer Conferences Marketing and Branding  

The project provided the framework by which WSU could budget and plan a timeline for implementation. Recently, Envision Strategies was asked to assist in full implementation of a Conference and Event Services program as outlined by this work.