One of my summer classes was Strategic Event Planning with Dr. Lacanienta. Our class had the opportunity to practice strategic thinking with a project ultimately pitched to the travel incentive company, Site Global, regarding their annual young leader's conference. My group created a hypothetical event company, the Little Light Company, and proceeded with our mission from there.

1. LITTLE LIGHT INC.
Amelia Puhek, Amy Preston, Francesca Tiesi
The Little Light
Company

2. AMY PRESTON
I will be there to help the company and advise any team member or guest that needs
it. I am comfortable with stepping up to contribute new ideas or alternatives in
making the event most desirable for our clients. My favorite thing is seeing how each
person has their own light and through collaboration on these projects we see
everyone shine along with a spectacular event.
AMELIA PUHEK
The way I identify within the Little Light Company is by contributing creative and
flexible ideas that can be built into a beautiful event. This includes utilizing simple
pleasures and adding finishing touches that make the event pull together in a unique
way. I am always excited to collaborate with my team on new ideas and also use our
customer’s mind to build that personalized event from the ground up.
FRANCESCA TIESI
My passion in life is to bring joy to others. The Little Light Company was created to do
just that. We work with a wide variety of individuals to create unique experiences
tailored to their greatest dreams. I love working for a company who is willing to go
above and beyond for their customers to ensure the utmost satisfaction.
Leaders

3. The Little Light Company is dedicated to giving our guests memorable
experiences and tailoring each event to you!
MISSION
STATEMENT

4. The Little Light Company wants to be more than just an event, we want to
be a milestone and a team that shines light on the important moments.
VISION STATEMENT

5. Everyone is authentically themselves, and at The Little Light Company we
embrace our differences. We celebrate And instill kindness in every event
we touch. Each person has their own inner light, let it shine!
VALUES STATEMENT

6. INTEGRITY
We pride ourselves in fulfilling the duties we are tasked with. We will follow each
event through with our mission, vision, and values in mind.
What We
Value
SUSTAINABILITY
We will do right by environmental procedures with events. However an event is
tailored, we will make sure to have proper sustainable measures in place.
AUTHENTICITY
With us, what you see is what you get. We will never be anything but ourselves and
what we have promised to you as a company, and we don’t expect our guests to be
anything else.
There is no need for anything but kindness in our company. Our hope is that
through our teams actions and constant smiles on their faces you will feel the love
we put into making each memory count.
KINDNESS
INCLUSIVITY
Everyone has a right to express themselves! We value making everyone’s
experiences memorable for them no matter what their preferences are.

7. CREATION STORY
The Little Light Company began
with three women who came
together with the intentions of
creating a company that would
celebrate every moment in life,
large or small. At The Little Light
Company we realize each person
has their own experiences and
challenges, their own lights within,
we wanted to create a platform that
would allow for these lights to
shine bright, no matter the color,
size or shape.
Primal
Branding

8. Icons

9. Rituals
SOURCING LOCAL
Because sustainability is something we value at The Little Light Company, locally soucing vendors from
the area is always a main goal of ours. By doing this we reduce our carbon footprint as well as support
local businesses.
PINK JUMPSUITS
At The Little Light Company, we want to be easiily recognizable by our clients, by wearing our signature
pink jumpsuits were more easily found, as they are somewhat hard to miss :)
SIGNATURE COCKTAILS
Our focus is always on how we can make the attendee feel special at their events. We curate signature
cocktails to the special occasion, and serve them out of our handcrafted mobile bar. The bar is easily
convertable to match the theme of the evening and can even be transported to multiple locations, if the
event so needs.

10. TRENDY BUT WE MEAN BUSINESS
While its aparent that at The Little Light Company we do things a little different, we are very serious
about our craft. This creative and value based style of planning may seem untraditional to some of our
more corporate focused competitors, but that's okay! We love the way things are here, and know you will
too!
Pagans

11. Sacred
Words
LET IT SHINE
The phrase let it shine is scared to The Little Light
Company because we feel as if it expresses our
emphasis on individuality and our passion for
making every moment special
BE THE LIGHT
At The Little Light Company, we believe everyone is
empowered to create change. Each of our team
members are encouraged to test their creativity
and make change where they see needed.

12. Conclusion
Our highest hopes for The Little Light Company Is
to spread happiness and excitement to a person's
life through a single event. We hope that single
event holds an Influence to spread the word about
the light we shine through our business and
continue to create extravagant memories for
everyone.

13. Young Leaders
Conference
STAKEHOLDER ANALYSIS
Fall 2020

14. StakeholderAnalysis
CHOOSINGWHOTODESIGNFOR

15. SITE EventStaff
EMPATHYMAPBEFOREEVENTS

16. SITE EventStaff
EMPATHYMAPAFTEREEVENTS

17. YoungLeaders
EMPATHYMAPBEFOREEVENTS

18. Young Leaders
EMPATHYMAPAFTEREEVENTS

19. SITEVisonaries

20. YoungLeaders

21. Narratives
SITE STAFF:
HTTPS://DRIVE.GOOGLE.COM/FILE/D/1XA2QPENR
AJPAN61B0T8ZCHRWGIGNECFW/VIEW?
USP=SHARING
YOUNG LEADERS:
HTTPS://DRIVE.GOOGLE.COM/FILE/D/15MT_NLU
WXKX_KMFMJLAFRTXCSPAJL4YH/VIEW?
USP=SHARING

22. STAKEHOLDERS
DESIGN
SITE Visionaries and Young
leaders have to most to gain
and lose from this event.
These are our main
stakeholders that we want
to please and provide them
with their needs and wants.
EVENT CANVAS
Our event canvas's help us
take what we learned from
our empathy maps to
finalize what we need to
know about our
stakeholders. We can now
determine some of the
different things we should
have happen at the event.
EMPATHY MAPS
This Allows us to drop into
the minds of our
stakeholders and truly get to
know them better. Since
doing this, we've concluded
that this is all about
opportunities for the young
leaders and having an online
platform reach a larger
audience for the SITE
visionaries.
Conclusion

23. The Hero's Journey

24. Call to Adventure
Previous Young Leaders (Mentors) will be
connected with current Young Leaders
and connect with them personally to
invite them to the conference.

25. Marketing Timeline
Personal
invitations sent
out
Later in the summer
mentors reach out to the
attendees
Call to public Recap the
conference
via social
media
Winter 2020Summer 2020 Fall 2020
Registration and
event reminders;
Insta, facebook,
linkedin
Young
Leaders
Conference
2020

27. Refusal of the Call
Young Leaders may be skeptical to attend
the conference due to its online nature,
feelings of isolation, and potential costs.
However, the previous young
leaders/mentors will be there to talk to
them about any skepticisms they may be
feeling and reassure them about the
benefits of the conference .

28. Refusal of the Call
COST VIRTUAL NATURE FEELING ISOLATED

29. Meeting the Mentors
Mentors act as a sidekick to the Young
Leaders and offer them any support.
Teams are developed to relieve
anxieties over connecting online.
Teams are created based off interest
adn similar time zones to be more
inclusive.

30. TheMentors
ISOLATION
Mentors will engage with participants and
welcome them to the SITE Global
community.
VIRTUAL NATURE
Restructuring the conference towards the
project will mean participants meet in
smaller groups and are engaging more with
each other throughout the conference.
COST
Participants will be reminded of the
nonprofit status of the organization. Any
cost incurred will be minimal and
participants will recieve physical care
packages from SITE global.

31. Care Package:
SITE Global Hoodie
SITE Global Resume Folder
SITE Global Networking
HandbookInformational Link to download
themed video conferencing background
The Conference will begin with a drone
video footage showcasing the previous
conferences
Crossing the
Threshold

32. Agenda
DAY ONE
Opening Ceremony
Breakout into Teams/ Skill Building
Speakers
Networking Sessions
DAY TWO
Group Presentations
Networking Sessions
Closing Ceremony

33. Tests, Enemies,
and Allies
The young leaders debrief with the mentors
about the collaborative goal of the event
Allies Include the Mentors and the group that
you are put In during your breakout rooms
Enemies Include competing groups, LinkedIn
Learning and competing employee positions
This promotion itself is a test of one's willingness
to put themselves out there. It may test one's
confidence and self acceptance, but hopefully
creates a safe and welcoming community.
Skills gained Includes networking, budgeting and
collaborating

34. SPEAKERS & ACTIVATIONS
Incentive Travel Company CEO Brent VanderWaal
speaks about his experiences
Sarah Parkinson is SITE global alumnus that had a
successful experience with their past events and wants
to discuss her journey.
Virtual activations includes a Facebook group page that
new members can be added into to feel included
WORKSHOPS
The workshops for the new members are going to
be within the breakout sessions.
They will Include specific tests that lead up to their
main project so they can build skills In networking,
budgeting and collaborating with their team.
Tools and templates will be Included In the
workshops so the members can keep them stored
and reflect.

35. The Inmost Cave
The young leader has Internal struggles Including
self doubt and personal developement.
The inmost cave Is the breakout rooms with your
group where you're faced with the ultimate tests
and you're feeling the most vulnerable.
The participants are provided an opportunity to
synthesize all of this Information by having their
self efficacy put to the test during the first day and
then sitting on what they experienced that night to
be prepared for the next day.

36. The Ordeal
The main challenge is when the teams work together to
develop an incentive trip that they present to companies.
The companies vote on which projects are best and gives
an opportunity to work with that company moving
forward on the idea.
The young leader has the realization of being a capable
young leader who is confident enough to work in the
Industry and become confident In their efficacy In
organizing an Incentive trip.
Pains include learning new skill sets and having
frustrations, the possibility of not getting a new job and
other companies voting on projects.
Gains Include new skill sets, new job opportunities and
new networks.

37. The Reward
This Is the young leader's peak of self
actualization In the industry. They feel the sense
of overcoming all their tests and struggles and
that Is was well worth the tough experience.
The young leader lands a job or Internship that
they worked hard for, gains new connections and
benefits from the bonds.
The young leader's Internal struggles are finally put
to rest. Feelings of success and satisfaction bestow
the young leader.

38. The Road Back
The young leaders network with the
professionals that they met at the
conference.
They make sure to do follow-ups to
connect to potential promotions or
mentorship opportunities.
SITE Global will provide the young leader
with a networking handbook that they
will utilize through their journey post-
event.

39. The Road Back
End moment: At the beginning young
leaders wrote down their fears. To end
the event they will take their fears and
crumple them up and toss them over
their sholder never to think about it
again.
Mentors final email: As a way to ensure
our young leaders recieved the most out
of the event, mentors will be sending out
a final emial. This will include an
opportunity hand out for a dream job or
recomendation.

40. The Resurrection
BECOMING INFLUENCERS
AND SPOKESPEOPLE
Through their journey the young
leaders have been molded into what
they can truly become. The goal is that
the young leaders will be able to
empower and educate new young
leaders through their social media
platforms.

41. TheResurrection
The influencers will use linkedin and
other media platforms to emphasize
their skills and what they got out of the
conference. They will continue posting
about the event and SITE Global.
Influencers and spokespeople are
passionate about their experience. They
will encourage others to test
themselves, apply for jobs, and connect
to new young leaders. It is their desire
to build the brand.

42. WHAT CAN THEY BRING
BACK OR SHARE?
Bring back: New skills and
experiences, handbook, new
connections, new outlook on where
they fit in the industry, and a
continued mentorship.
Share: Utilizing social media to
promote experiences/success
stories. Spread the call to
adventure to others to attend the
conference.
The Return with
the Elixir

43. Transformation Arch
EXITING BEHAVIOR
At the end, the young
leaders have reached a form
of self actualization in their
industry. They are ready and
excited for what comes next.
This experience has been
enlightening and very
helpful.
MIDDLE BEHAVIOR
At the time of the inmost cave,
young leaders can be feeling
overwhelmed. The test may have
caused an information overload, but
they are able to control it. They are
intrigued to learn more, happy for
the new connections to come.
ENTERING
BEHAVIOR
In the beginning our young
leaders are nervous,
potentially reluctant to
attending, excited, ready to
learn

44. Conclusion
The Little Light Company and SITE
Global wants to...
Create a successful event for the
attendees to truly find themselves
This hero's journey is the outcome
we want to see for all the young
leaders
See this experience soaring through
the young leaders and for them to
spread the word

45. Appendix

46. Prototypes
MISSION STATEMENTS
At The Little Light Company we strive to create memorable experiences through unique excitement.
At the Little Light Company we strive to create memorable experiences by providing them with a unique environment to
enhance their experience.
The Little Light Company is dedicated to giving our guests memorable experiences and using professional expertise to
empower them to embrace the light of life.
VISION STATEMENTS
More than just an event, a memory and a company, we are here for you.
We want to be a main company in the industry for others to connect with and find their light through our events.
We want to build our company off of inspirational events and become a significant milestone in their life.
VALUE STATEMENTS
At the Little Light Company we believe that each person's experience is unique, we value authenticity, kindness and
inclusivity.
We want to pursue our goals with authenticity by doing everything with kindness.

47. Prototypes
THE HERO JOURNEY
Call to
Adventure
Refusal of
the Call
Meeting the
Mentor
Crossing the
Threshold
Test,
enemies,
and allies
Intimate
experience, send
personal invite,
inform them
No friend to go
with
Cost
will the
conference help?
Site former
leader
separate by
timezones
goodie bags
screen personal
backgrounds
screen share and
video?
Allies: put in groups
Enemies: competing
groups, linkedin
learning
Tests: skills learned,
self efficacies,
networking

48. Prototypes
THE HERO JOURNEY
The Inmost
Cave
The Ordeal The reward The road
back
Resurrection
Internal struggle
Breakout rooms-
where young
leaders work in
teams
Realization of
capability, teams
compeate by
creating incentive
trip.
Goodie bags
Finding
their way
Potential
job or
internships
Networking
with
professionals
followups
Heroes
become
influencers,
help others,
become new
leaders made;
connections,
experiences,
success stories
Return with
elixir