Capstone – Project

Brand impact analysis to further simplify/promote automated accounting’s value.

A Collaboration Between

Engagement Synopsis

Since 2004, Evention has continued to build its marketing division as demand for its automated solutions grow and as the company further diversifies its products, its global presence, and its target markets. Additionally, Evention continues to scale its marketing efforts to meet new and evolving marketing channels.

To optimize its efforts and place the department in a more proactive position overall, Evention’s marketing division undertook a significant brand overhaul during which it focused on the following (among other initiatives):

1. Developing individual brand icons for each of its four solutions
2. Defining primary and secondary brand colors in a formal style guide
3. Refining and streamlining commonly used company-specific terms in a formal style guide
4. Creating a formal tagline and brand mission
5. Renaming some solutions
6. Redesigning the website to incorporate the above

Throughout these various brand-centric initiatives, Evention marketing focused on incorporating a relatable, almost human element to a product line very much centered on robotics and automation. As we close out this project, we’d like to better define marketing metrics/benchmarks, measure brand perception, determine areas of effectiveness and opportunities for improvement, and develop both a short and long-term strategic plan for promotion and sales.

Company Information

CompanyEvention LLC
StageSmall Business
Hiring PotentialFollow-on Projects

Company Overview

Evention LLC, based in Chicago, IL, is a leading software company reinventing accounting processes for wide-ranging industries, including hospitality, retail, grocery, museum, and more. The company's automated solution suite extends to gratuity payroll, cash management, group billing, and credit card reconciliation. By replacing legacy manual processes with modern automation, Evention streamlines operations for back offices globally.

Industry Mentors

Company Admin

Claire Kenney

[email protected]

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA APPLY Interterm (FALL 2020)
Students Enrolled120 Enrolled, 4-5 per group per project
Meeting Day & Time10/5 - 10/8/2020
Student Time Commitment1-3 Hours Per Week
Company Time Commitment3-5 Hours
Duration0.43 Weeks

Project Topics

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

There are currently no students assigned.

Program Timeline

Touchpoints & Assignments Due Date Submission
Official Project Kickoff

Official Project Kickoff

We'll web conference company senior leadership into class to introduce the company, meet the students, and discuss the project goals.
September 22nd, 2020 Event na
Final Presentations Final Presentations
Students will present final insights to the company's senior leadership. Please upload the final deliverables.
December 21st, 2020 Submission Required submission-required

Key Milestones & Project Process

Project Resources

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