West Des Moines, Iowa – ITA Group, a global events agency, announced the release of a new report in partnership with Skift Meetings: “The new standard for event ROI.”
The report introduces Events 365, a modern framework that moves beyond the traditional “one-and-done” event model and creates sustained engagement before, during and after events.
With rising costs and tighter budgets, events must deliver more value. ITA Group’s Events 365 framework helps organizations extend the lifecycle of their investment.
Rather than starting over from the beginning each year, this approach builds momentum over time, making each event more effective than the last.
“Events should be the catalysts for continuous engagement,” said Ashley Bohnenkamp, Sr. Manager of ITA Group’s Events Solutions. “ITA Group’s Events 365 framework is a more strategic way to design events that connect audience engagement to pipeline growth, behavior change and long-term loyalty.”
“As meeting professionals work to secure a coveted ‘seat at the table’ within their organizations, this report is an essential piece to include in their toolboxes. It offers a road map toward driving bigger business outcomes and articulating the true value of bringing attendees together,” said David McMillin, Branded Content Editor, Meetings and Events, Skift Meetings.
Introducing ITA Group’s Events 365 framework
Events 365 redefines the role of events in business strategy. Instead of focusing on a single moment, the framework guides organizations through five connected phases—Align, Ignite, Extend, Embed and Evolve—to create continuous engagement and drive outcomes over time.
Each phase solves a common gap in traditional event planning, from aligning decision-makers and goals upfront to reinforcing behaviors and sustaining impact long after the event ends.
Related: Ashley Bohnenkamp explains the five phases in a recent Q&A
This approach changes how event planners and event marketers design and measure events across the entire lifecycle. It helps organizations:
- Extend learning, engagement and momentum beyond the live event
- Align event strategy with business goals—not just attendance metrics
- Maximize the value of event investments by extending their lifecycle
Connecting corporate events to business outcomes
Instead of focusing on attendance or satisfaction alone, Events 365 aligns event strategy to outcomes leaders care about, like engagement, behavior change and business growth. It connects events directly to sales, culture, learning and growth priorities.
If you're looking for practical guidance to create more effective, measurable and future-ready event strategies, download the report here.
This collaboration with Skift Meetings builds on ITA Group’s recognition as one of the inaugural Skift Meetings M&I 15, a list highlighting top agencies shaping the future of meetings and events.
About Skift Meetings
Skift Meetings is a leading source of news, insights and research for the global meetings and events industry. It delivers in-depth reporting and strategic perspectives on the trends, innovations and experiences shaping the future of meetings.