CLIENT

KF Centre for Excellence, the Okanagan’s Aviation Discovery Centre.

PRoject

Optimize workflow and design supporting marketing materials for the event spaces at KF Centre for Excellence.

Deliverables

Event workflow plan, multi-page event marketing package, staff roll-out roadmap

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Summary // TLDR

Research and staff involvement creates marketing tools that are actually used.

The team at KF Centre for Excellence (KFCFE) came to me with a clear need for a better way to support scaling their event inquiries and bookings. We audited the inquiry process to determine where marketing materials could improve the client experience and save staff time.

The outcome: An updated workflow and marketing package that received buy-in and adoption because it solved real problems faced by staff, making the event inquiry and booking process more efficient and empowering for everyone.

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CONTEXT

About the KF Centre for Excellence

The KFCFE is a purpose-built facility offering a world-class aviation-themed experience. The 60,000 square foot building features an immersive aviation exhibit, a vintage aircraft collection and event spaces for hosting meetings, tradeshows, fundraisers and conferences. 

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The Challenge

What is needed to support a strong event space?

To support growing demand and attract the right audience for their event spaces, the KFCFE team needed a more structured, scalable approach to marketing the spaces and guiding bookings from inquiry to event execution.

The challenges the team were facing included:

• Processes varied across team members

• Marketing materials were limited, resulting in missed opportunities 

• Decision-making was slowed by a lack of clear tools and ownership

• The team was spending valuable time answering the same questions over and over again

There was an opportunity to create a clear, repeatable system that would save time and energy internally while improving the experience for event hosts and organizers.

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The Objective

Designing a smoother path from inquiry to booking

The project objective was to design an end-to-end event workflow and supporting marketing that would:

• Maintain a welcoming, high-quality brand experience

• Streamline the path from inquiry to booking to post-event 

• Equip the team with tools to respond quickly and confidently

• Reduce manual, repetitive communication

• Help interested parties self-select based on fit

Specifically, the tools needed to attract and support:

• Aerospace and aviation related meetings, events and conferences

• Local community not-for-profit organizations hosting educational events, career development forums, and fundraisers

• Government agencies providing educational opportunities for the community

• Event planners (freelance and in-house) who organize events for the above groups

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The Strategy

Mapping the experience before designing the tools

Through staff interviews, a discovery session, and a review of existing materials, I mapped the full event journey, from initial awareness sources through to post-event follow-up.

This surfaced key opportunities for:

• Marketing materials to equip interested parties with key information

• Standardization and documented procedures

• Tools and automations

• Autonomy for team members to guide decisions

System Design

A colour-coded visual workflow map was developed to clarify:

• Roles and responsibilities

• Where automation could support the process

• What tools and materials were needed at each stage

This created a shared internal reference point for how event bookings should flow.

Strategic Content Planning

Rather than building assets in isolation, we identified which materials would have the greatest impact on:

• Reducing back-and-forth

• Supporting decision-making

• Improving the client experience

In addition to the workflow maps and planning document (seen below), a project management spreadsheet was created to roll-out all recommendations.

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The Execution

Turning strategy into practical, everyday tools

In the Workflow & Communication Plan, I identified marketing materials that needed updating and creating, including email templates, website landing pages, floor plans, brochures, questionnaires and a marketing package.

The marketing package was selected as the top marketing priority, as it would do lots of the heavy lifting upfront, addressing the most pressing and time consuming issues. It could also be completed independently of planned software purchases.

The resulting marketing package:

• Showcases the full range of event spaces

• Helps prospective clients self-select in or out early

• Clearly communicates who and what each space is best suited for

• Showcases the space empty and in use to help client’s envision their event

• Answers frequently asked questions to reduce back and forth

• Establishes a strong brand for the centre

All materials were designed for practical, day-to-day use by the internal team, meaning:

• PDFs of the package can be accessed and shared by all departments

• The package was designed to accommodate print and digital distribution

• Printed packages are made available for tours and inquiring patrons

• Editable files allow the marketing team to adjust details as things change at the centre

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The new marketing package quickly became a practical tool across multiple areas of the organization resulting in:

• Faster Inquiry Responses & Increased Autonomy: The package can be used by the whole team to respond to venue leads quickly and consistently.

• Elimination of Ad-Hoc Tasks: It replaces one-off communications and document creation with a reusable package, freeing up staff time and creating capacity for future growth.

• Expanded Sales & Partnership Reach: The package is used to confidently bid on events through Tourism Kelowna and engage new commercial partners.

• Client Self-Selection: The package answers key questions upfront, helping prospective event hosts self-qualify at an early stage.

• Unlocked New Revenue Channels: It functions as a sales tool for high-value inbound requests, allowing the team to quickly respond to film production inquiries.

• Higher Brand Consistency & Professionalism: The package introduces the KFCFE brand with the level of professionalism, pride, and industry-knowledge that the team brings to events.

“We have a lot of film producers reaching out about filming at the Centre, and the event package has been a great resource even for those conversations. I recently shared it with a producer, and it gave us such a great starting point. I remember thinking, ‘Thank goodness we have this.’ It makes it so much easier to showcase the space, communicate what we offer and move the conversation forward."
- Emma Jones, Marketing & Communications, KF Centre for Excellence

Implementation of the full workflow is ongoing as new software and tools are introduced. In the meantime, the team continues to apply the system manually, already seeing its value as a sustainable foundation for future growth.