Owner and Operator

Julie John owns and operates Be Inspired! Events and Event Planning. Julie is from the Little Shuswap Lake Indian Band, part of the Secwépemc Nation. Before starting her own business, Julie worked for the Secwépemc Health Caucus as an event planner and later went to school at TRU for event planning.

As an Indigenous business owner, her work benefits from her cultural knowledge and awareness, as well as the established connections through family, relatives, and her local First Nations community. She credits her work at the Secwépemc Health Caucus among her most valuable learning experiences.

Most of my learning was done during my job at the Secwépemc Health Caucus, when I actually got put into that position and role of an event planner, and I remember when I started that job […], and at that time I was thinking I'm not an event planner. I don't know how to plan events.

A coworker had seen her organize community events and had full confidence in her skills as an event planner. At the time, Julie was also doing regular fundraisers for her son’s participation in hockey, making sure fees and travel expenses were paid for. Without really knowing it, she had developed event planning skills and felt more and more confident doing this as a job. Nevertheless, she calls it “a huge learning curve on that job,” also realizing that networks and connections are critical.

Besides the work experience, her academic background influenced her to get the “business part” in order, to understand processes, and to learn how to run a business. It taught her the confidence that she could start her own business organizing events.

The biggest education is just life experience, more than anything.

Her studies resulted in accomplishing the following:

• Events and Convention Management Diploma (TRU)
• Bachelor of Tourism Management, Major in Entrepreneurship, Minor in Marketing (TRU)
• Executive Master of Business Administration in Indigenous Business and Leadership (SFU)

History

Julie John came up with the idea and business plan for Be Inspired! while working on the Events and Convention Management Diploma at TRU. During her studies, BIE was still a side business, with a job here and there, providing extra income when needed. While studying for her Bachelor of Tourism Management, she actually operated a gift store, with the event planning still on the side. After finishing the EMBA at Simon Fraser University (SFU), the event planning business started to pick up; she got more and more contracts, and it turned into a full-time position.

She still stays in contact with other students from her studies, mostly with the Indigenous group at SFU. She calls on them to discuss ideas or share events, getting the word out. That degree also made the biggest difference in her learning, since the education was based on Indigenous experiences and with a context she can relate to. Currently, she uses that network at SFU more than the TRU network.

Going to school with students from across Canada, and hearing about what they were doing and the levels they’re at, […] was so inspiring to me, to want to learn more, or to want to stay connected.

Julie’s office is in Chase, BC, close to the lake and Quaaout Lodge. She has been operating this business since 2013. Before the COVID-19 pandemic, Julie hired a part-time employee who helped with the event planning workload, sometimes planning up to four events at the same time. During the COVID-19 pandemic, these events were cancelled, and the part-time employee had to be terminated. At the time of the interview in March, 2021, Julie started to pick up some contracts here and there as the light at the end of the COVID-19 tunnel was starting to be visible. Those contracts were mostly based on word-of-mouth referrals and came from organizations and companies she had worked with before.

The name for her business, Be Inspired!, originated from her previous job and her experience of invited speakers inspiring, uplifting, and empowering event participants. Julie appreciated that “inspired” feeling after a motivating talk, wanting to learn more and do better. Julie wanted to put on her own events that would be inspirational and rewarding.

Originally, Julie thought she would be organizing mostly her own events, inviting guest speakers and selling tickets. However, the contracts from other organizations started to roll in and increased through word-of-mouth referrals. This put her idea of creating her own events on the backburner; the plans still exist, but the contract business keeps her busy. In addition, she now provides mentoring work, offering sessions with individuals who would like to learn more about action planning.

As part of a contract for event planning, Julie takes care of all aspects of the event—such as accommodations, speakers, catering, marketing materials, and so on—providing peace of mind for her clients. She uses her network to invite people and groups, connecting the event to the local communities. She is flexible to include what the organizers require.

I have been requested to do weddings, and, I'm like, no way! I would not touch a wedding. So, my passion is more for the conferences, the meetings. I can do trade shows—anyevent—anything but a wedding.

She has worked on family retreats, staff retreats, large conferences, smaller meetings, grassroots events, and more. She has planned the Squilax Pow Wow as well as other pow wows and festivals. She has brought in comedy shows for the community and kids’ magician shows. At her previous job at the Health Caucus, the events she planned were often limited to particular First Nation members, instead of being open to everyone, mostly because there were restrictions on the funds used for the event. That means that large events, such as talks by Dr. Martin Brokenleg or Dr. Gabor Maté, were restricted to a particular audience, an aspect that Julie did not like. Her own events are all-inclusive, open to anybody who can benefit from them. Julie’s events eventually included Dr. Maté, sessions for female entrepreneurs, and motivational speakers “who could uplift and inspire our people.”

When companies organize their own events, they often run into staff or skill limitations. Hiring BIE means they do not have to worry or stress about it and can spend their time elsewhere. The fear is gone, and outsourcing it to BIE provides a huge relief. Julie reviews what these organizations want, considers the budget available, and determines how to fit it all into their financial plan.

Julie has organized events of all sizes. A 3-day outdoor Secwépemc gathering a few years ago, for example, attracted 600 people. With no running water and no infrastructure, participants camped on the empty land, and a lot of services were improvised. It was a challenge, but Julie succeeded in coordinating a big group of people to make it happen.

[caption id="" align="aligncenter" width="889"] Figure 2 - Source: https://www.juliejohn.ca/. This image may be subject to copyright and doesn’t fall under the CC licensing of this OER.[/caption]

The subcontractors, such as caterers, are preferably Indigenous businesses as well, as Julie likes to support other Indigenous entrepreneurs. If difficulties arise, Julie is quick to think of solutions and will not let that threaten the event. Quick thinking and problem solving are critical, as are backup plans and constant movement and adjustment.

In addition to planning events, Julie has facilitated action planning sessions as well as debt planning with a few clients. She is helping these clients overcome their fear of even looking at their credit report and understanding how they can approach debt situations. This work led to one of her goals for the future, to facilitate workshops around money and to help Indigenous entrepreneurs with the financial side of their businesses while sharing her own story.

Watch Video Clip 3 - Workshops (Transcript Available) (CC BY-NC-ND 4.0):   [video width="1280" height="720" mp4="http://beinspired.pressbooks.tru.ca/wp-content/uploads/sites/87/2022/01/Video-4-Workshops.mp4" poster="http://beinspired.pressbooks.tru.ca/wp-content/uploads/sites/87/2021/12/4_workshops.png"][/video]

After operating out of her current small office for a long time, Julie has plans to move into a storefront location in Chase, BC. The space is currently being renovated by family members, including bringing in Indigenous art work. Besides office space for her event planning business, this location will also host My Sisters Closet, a professional clothing assistance program, and a small Indigenous entrepreneur co-op space. Julie is creating an Indigenous Entrepreneur Hub where entrepreneurs can come in and do their research using the space and the computers.

[caption id="" align="aligncenter" width="761"] Figure 3 - Source: https://www.juliejohn.ca/. This image may be subject to copyright and doesn’t fall under the CC licensing of this OER.[/caption]

While Chase has cafes and restaurants, there aren’t really any suitable spaces for small business owners to hang out and use the WiFi to conduct their business; a gap that Julie plans to fill with her hub. There will also be a meeting/conference room that can be rented out or used by the entrepreneurs, and her logo will appear big and bold in the window!

I know with Indigenous people, they feel more comfortable if it's an Indigenous person they're talking to, especially around vulnerable ideas and thoughts. It's different than going to a non-Indigenous person and sharing. So, having that cultural space, and to feel the culture when you walk in, that's one of my hopes, is that I can build a space where you walk in and you know it's an Indigenous business, an organization.

Julie is always attentive and open to further her learning as every contract and every event provide a learning opportunity.

Watch Video Clip 4 - Learning (Transcript Available) (CC BY-NC-ND 4.0):   [video width="1280" height="720" mp4="http://beinspired.pressbooks.tru.ca/wp-content/uploads/sites/87/2022/01/Video-3-Learning.mp4" poster="http://beinspired.pressbooks.tru.ca/wp-content/uploads/sites/87/2021/12/3_learning.png"][/video]

While her services are intangible, Julie tries to include items that event participants can take home. For example, she included sage pouches at a TRU event that she planned and hosted. As with the suppliers she uses for the event planning, she also selects Indigenous gifts and authentic, meaningful keepsakes for her event items.

Julie makes sure that her events are authentic and support Indigenous communities, being open and welcoming to all. She also includes important aspects of the Indigenous culture into her events. For example, there is always a prayer included at the beginning of an event. An elder, Chief, or Council member will provide a welcome. It is important to her to embrace and support the Secwépemc protocol into her Indigenous events where she focuses mostly on the Secwépemc heritage and traditions.

To see a recorded performance of Julie talking about being an Indigenous female entrepreneur, please watch this video on Vimeo, uploaded by Raven Institute (2019).

The main customer base for BIE are organizations, specifically Indigenous organizations such as local bands. Examples include the Shuswap Nation Tribal Council (SNTC) or bands within the Secwépemc Lakes area. Sometimes non-Indigenous customers contact her, such as TRU or the Village of Chase, since they are looking for the connection to Indigenous communities and people. That is clearly Julie’s strength and skillset.

These organizations typically do not have the staff available to put time and energy into planning an event, and when it is added to an employee’s workload, it often does not receive the care and attention that it needs. BIE’s customers range from local bands with 50 employees to universities such as TRU with hundreds of employees. Her reach is focused on Southern BC and, more specifically, the Interior of BC (e.g., Kamloops, Salmon Arm). Through networking and meeting people, out-of-area customers might contract her services, such as an organization in Vancouver planning an online event.

Julie notices that the Indigenous organizations that are her customers are looking to focus on connection, on family, and on learning. It is important to Julie and these customers that event participants feel welcomed and feel comfortable participating. The bridging of the gap between people of Indigenous and non-Indigenous backgrounds is dear to Julie’s heart, and even the connection between bands.

The Village of Chase here, it's surrounded by three local bands. So, if our band has an event, no one from Chase non-Indigenous will go to the event or vice versa, and it's very separate. And even working with the local bands here, they have the same funding, but they're doing all three separate events because they're divided by the funding. I always encourage them, “Why don't you connect with the other two bands and make a bigger event?” But because funding, there's some restrictions there.

Julie stated that BIE gets the most business from, what she calls, the “Moccasin Telegram,” or word-of-mouth referrals between Indigenous people and companies. Sometimes people she worked with years ago, who have since moved on to other positions or organizations, will contact her about their next event. In addition, the organizations she plans the events for often promote her during that event, such as announcing on stage that the event was done by Julie John from Be Inspired! While Julie is still getting used to being publicly acknowledged, putting a face to the business and putting herself out there more will definitely help her business.

I am the worst at self promoting, but I’m learning to get better.

Competing with other event planners is not something that causes Julie concerns. She states that her uniqueness is established by being an Indigenous owner and operator, and her connections to the Indigenous community and to the Nation solidify this distinction. Especially when the customers are non-Indigenous organizations, they value her insights, her experience, and her connections to her community.

It has happened that Indigenous community members offered event planning services on an individual level, especially when “expressions of interest” were published by larger organizations, but these individuals typically do not carry insurance and are not registered, and that is something the organizations require due to their policies and rules.

Because of her unique experience and skills, and her professional business setup, there are no direct competitors in her local area. A secondary level of competition might be organizations that have the funds and human resources to put on their own events; they are typically well-executed. Sometimes Julie notices details of these well-planned events that she would have liked to provide and organize, but she also sees this as a learning opportunity. It gives her ideas for new items or speakers to bring to her local area.

Establishing prices for event planning services is an interesting exercise for the business owner. When Julie first started the business, she did not have the experience nor confidence to honestly value her services. Especially for Indigenous female entrepreneurs, a bad habit is often to offer services for free.

Oh, you don’t have to pay me. I’ll do it for free.

Without prior knowledge or a history of education with regards to money, determining prices was a scary necessity. There is always the fear that one charges too much, even though Julie mostly had the opposite experience where she named a price and customers readily agreed. She learned over time that she didn’t charge enough. Valuing her time, her skills, and knowledge is still a challenge for her today, but she is getting better at it. This includes feeling confident about her academic background benefiting the business.

Through education, Julie developed a “formula” and created her price list from there. Even rate increases, such as a recent rise after the losses caused by the COVID-19 pandemic, are typically readily accepted by new and past customers. Promotions to claim being “affordable” or less than other event planners are not necessary or advisable for her business. Julie is still not 100% confident with the price discussions and sometimes fears potential customers would complain about the prices being too high, but “they are more than happy to pay what I’m asking,” and negotiations are not required.

It’s just the stories that I make up in my own head!

Another benefit and reason that prices are readily accepted is the fact that her business is registered and insured, while other providers and individuals in her area are not. That means that qualifications that are often laid out in “expressions of interest” sought by organizations can often only be fulfilled by her because of her insurance.

With regards to rebates or deviations from her regular rate, Julie has a particular approach.

Current and Past Marketing Activities

Word of Mouth

By far the most effective marketing for BIE is word-of-mouth referrals. Given the local area Julie is working in and the unique nature of her services and background, that is not surprising. Before the COVID-19 pandemic halted most events, BIE was maxed out in terms of customers that Julie could accept. Currently, at the back end of the pandemic, contracts are starting to be offered to Julie again, and through word-of-mouth referrals, organizations she’s worked with in the past are starting to get in touch. She reaches out to former customers regularly, and when they mention events “down the road,” she makes sure to check in again and to follow up.

Social Media

To actively encourage new contracts, BIE uses social media, mostly Facebook and some posts on Instagram and LinkedIn. Other options, such as TikTok, at this point do not line up with BIE’s typical customer base. Julie was fortunate to be trained in the design of posters and other marketing materials; a skill she treasures and uses often.

Julie John’s business—Be Inspired! Events and Event Planning (BIE)—provides a wealth of information for this case study on marketing of Indigenous businesses. As an accomplished entrepreneur, Julie shared the marketing issues and challenges she experienced starting and operating her business from Chase, BC. In this case study, we will explore topics such as target markets, competitors, marketing channels, Indigenous business ownership, entrepreneurship, marketing support, and social media marketing.

Exploring and showcasing Indigenous local culture has been a focus for Thompson Rivers University (TRU) for years. Accordingly, we strive to include Indigenous content into our business courses, which this case study supports by exploring issues experienced by Indigenous businesses. As a significant and important niche business in British Columbia and in Canada, Indigenous business ownership is growing and flourishing. The following case outlines the current situation for BIE, setting the scene for students to assess marketing opportunities, justify marketing recommendations, and rationalize strategic marketing approaches.

Course Fit

A lot of information is shared by the business owner in this case study. Students will analyze this information and conduct research into topics such as Indigenous businesses, unique marketing challenges faced, approaches to create brand identities and competitive advantages, services offered, pricing, marketing affiliates as well as marketing opportunities, and relationship building. Students will suggest marketing strategies that can overcome challenges from the past and keep BIE successful. By analyzing this case, students will be exposed to the following marketing topics

• Marketing Strategy
• Marketing Research
• Competitive Advantage
• Distribution
• Brand Identity
• Indigenous Business
• Strategic Alliances
• Affiliate Marketing
• Social Media Marketing
• Positioning
• Consumer Behaviour
• Decision-Making Processes
• Marketing Communication

A wide range of business courses can benefit from the information presented and discussed here. Analysis can be part of any advanced marketing course, whether graduate or undergraduate, assuming students have had exposure to basic marketing courses as well as specific marketing topics such as marketing strategy, marketing research, and consumer behaviour.

Suggestions for Use

The information in this case is suitable for specific assignment questions in multiple marketing areas. Instructors using this case may provide students with their own questions, based on the topic of their courses and the content they have covered before providing this case. Below are some suggestions on the topics that can be covered through an analysis of this case.

Consumer Behaviour:

• Apply decision-making concepts to BIE’s potential customers
• Determine steps an organization would go through when hiring BIE
• Apply attitude models to this situation and the B2B target audience
• Apply concepts of cultural values and reference groups to this case
• Identify cultural influences on the behaviour of BIE’s B2B customers
• Identify trends in corporate bookings of experiences and team building events
• Research how to affect the experiences and behaviours of event participants

E-Commerce:

• Research the objectives and components of an improved website
• Determine a priority list of expenditures, and justify by estimating the effect on the business
• Research opportunities to tie into other e-commerce operations based on target market
• Identify alternative uses and goals for the website given the target market and product
• Outline how to increase traffic to the website

Advertising:

• Recommend appropriate online advertising for BIE given target market and business size
• Design an advertising plan and budget for social media ads (e.g., Facebook, Google)
• Identify suitable print publications for advertising
• Evaluate research on the effectiveness of radio advertising for local businesses
• Investigate additional service directories that could be beneficial for BIE
• Determine advertising channels that best support word-of-mouth marketing

Services Marketing:

• Determine trends in services marketing
• Identify networks and cooperations BIE could join to attract business
• Evaluate additional services to be offered to the company’s B2B customers
• Determine appropriate channels for marketing to customers outside of the local area
• Identify the benefits BIE can communicate to potential customers
• Research extensions of the services provided
• Compare and assess BIE’s product with other event planners

Teaching Notes

Below, please find some select marketing ideas that students can be prompted to identify and research, especially if the case is used in a classroom setting:

• Using the website to create a brand and brand expectations in the B2B target market
• Including references to past events, popular speakers, or well-received themes
• Establishing a “members only” area on the website that connects past participants
• Analyzing the benefits of various media, such as websites, podcasts, email, and so on
• Connecting with companies outside of the local area, and marketing the local knowledge of a special Indigenous environment
• Establishing ties with tourism attractions in the area that can be incorporated into the event planning
• Specialize in a certain type of event, such as team-building involving Indigenous concepts and culture
• Including outdoor activities into corporate events
• Creating a very unique and limited “give away” for BIE-branded events

Sample Instructions for Students

Considering the information given in this case study, your task is to apply marketing concepts to recommend a marketing strategy and approach for Be Inspired! The goal is to research options that are available to BIE, to explain suggestions and recommendations, and to justify your chosen marketing approach. Research into trends, B2B markets, and cultural developments should be integrated. The emphasis is on justifying your choices by utilizing your knowledge of marketing theories and concepts, as well as supporting your choices with academic sources.

Time frame: 2 years

Budget: CA$ 3,000 per year

Components: Marketing channels, marketing messages, timing/schedule, brand personality, target audience

The goal is to increase exposure and contracts for Be Inspired! while also growing the brand. Establishing a reputation for quality events, integrity, and authenticity is more important for the owner than quick growth. Your analysis should apply marketing and consumer behaviour concepts, keeping in mind the limited human resources currently available; if applicable, expenditures for additional staff have to be justified. Students should also focus on suggestions that create customer loyalty and form long-term relationships for Be Inspired!

All recommendations should be based on a detailed analysis of the target markets and services provided. Key performance metrics should be recommended and justified. Benefits and challenges for any suggestions and recommendations need to be clearly stated. Students are expected to research marketing concepts, assess brand positioning, analyze competitors, research trends and local/national politics, and justify any service strategy modifications. Recommendations should integrate multiple marketing channels with a combination of mass communications—such as advertising or promotions—as well as personal communications—such as direct marketing or word-of-mouth referrals.

Information included in this case study was collected during a personal interview with Be Inspired! Events and Event Planning’s owner, Julie John. All quotes listed in this case study are from the video interview with Julie.

John, J. (2021, March 10). Personal interview.

Resources

Information included in this case study was collected during a personal interview with Be Inspired! Events and Event Planning’s owner, Julie John. All quotes listed in this case study are from the video interview with Julie.

John, J. (2021, March 10). Personal interview.

References

Credits

Julie John, MBA, Owner, Be Inspired! Events and Event Planning

Biggi Weischedel, PhD, Open Learning Faculty Member

Marie Bartlett, MA, Instructional Designer, Learning Design and Innovations

Justin Frudd, MA, Editor, Curriculum Services

Nicole Singular, BEd, Graphic Designer, Curriculum Development

Jonathon Fulton, BFA, Video Producer, Learning Technology and Innovations Group

Stephanie Gountas, BCS, Curriculum Multimedia Developer