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In this Higher Ed Careers interview, Kelly Cherwin speaks with Kerri Johnson, events manager at Rochester Institute of Technology's College of Liberal Arts, about the strategic depth behind higher education event management, how she keeps communication aligned across departments, and why creating memorable student experiences is at the heart of everything she does.
Kelly Cherwin, HigherEdJobs: Many people only see the final event, not the planning behind it. What is one common misconception about event management in higher education that you would like to dispel?
Kerri Johnson, events manager, Rochester Institute of Technology: One of the biggest misconceptions about event management in higher education is that it's all about logistics -- booking a room, ordering food, sending invitations, and collecting RSVPs. It's very strategic and people-centered work.
Every event has a university goal: student engagement, retention, or community building. Behind the scenes, planners are balancing competing priorities, navigating university policies, ensuring accessibility and inclusion, managing budgets, and preparing for all the "what ifs" that hopefully go unnoticed if you must pivot.
There's also a significant amount of emotional intelligence involved -- understanding different audiences (students, faculty, alumni, families, leadership), anticipating needs, and creating an experience where everyone feels welcomed and considered.
When it comes down to it, it's not just event planning. It's project management, relationship building, and strategic storytelling rolled into one.
Cherwin: What first sparked your interest in event management within higher education, and how did your early roles in admissions and student services influence that path?
Johnson: I've always been drawn to event management -- my educational background reflects that passion. I hold a bachelor's degree in Printing Management and Sciences and an associate degree in Communication and Graphic Design, fields that naturally intersect through creativity, innovation, and audience engagement.
I often say that everyone in higher education should begin their career in admissions. It provides a foundational understanding of what higher education is truly about and offers firsthand insight into what prospective students and their families hope to experience when they visit campus. That perspective is invaluable.
My experiences in student services further shaped my approach. In that role, you hear everything -- from academic concerns to campus life preferences, along with what excites students, what draws them in, and which giveaways resonate most. Those everyday conversations become powerful data points. Together, they've helped me design events that are not only well-executed but also relevant, engaging, and highly attended.
Cherwin: In a LinkedIn post, you mentioned being a "human reminder system no one listens to the first time." Why is that such a common part of the role, and how do you ensure important details still get through?
Johnson: Being a "human reminder system" is such a common part of event management because every event depends on timely, detailed input from multiple stakeholders. Programs, participant lists, name pronunciations, and materials all rely on others providing accurate information, often while they're balancing many competing priorities.
To keep things on track, I use a structured and collaborative approach. My assistant dean sends the initial communication outlining event details and expectations to department chairs and program directors. From there, I follow up about a month or two out from the event with a clear reminder of what's needed and when.
As deadlines approach, I send targeted, friendly reminders only to those who haven't yet responded. This helps avoid overwhelming inboxes for those who have already completed their tasks, while also giving me the opportunity to clarify details and answer questions. More often than not, that personalized nudge is all it takes to prompt a quick response.
This process is especially critical for large-scale events like commencement, where precision and timing are everything.
Cherwin: Your work requires coordination across multiple departments and stakeholders. How do you keep communication clear and ensure everyone stays aligned throughout the planning process?
Johnson: Clear communication and alignment come down to having strong systems in place and using them consistently. We start with regular planning meetings to keep everyone on the same page and address questions in real time. We also use a project management platform to track logistics, assign tasks, manage budgets, maintain reservation documents, and keep visibility across our team, including our student workers.
Standardized forms have been especially valuable in coordinating event details, ensuring we capture accurate information such as names, spellings, and presentation titles upfront. While email is still part of the day-to-day process, we're intentional about limiting it to essential communication. Whenever possible, we keep updates and quick questions within the project management tool to streamline communication and reduce clutter.
Cherwin: You've said there is "zero room for panic" in event management. Can you share a specific moment when something unexpected disrupted an event, and how you adapted in real time to keep things moving?
Johnson: There are always small, unexpected moments in event management, but one that stands out happened during New Student Orientation. We had a large tent, along with tables and chairs, scheduled for delivery when I received a call at 5 p.m. -- fortunately, I was still on campus -- that the tent needed to be moved to a different location.
I immediately connected with the assistant dean and director of orientation, and we quickly shifted into problem-solving mode. Together, we mapped out multiple contingency plans and worked efficiently to secure approval for a new location. Once that was finalized, I moved into execution -- updating all event documentation and communicating the change to faculty, staff, interpreting services, and catering to ensure everyone stayed aligned.
The next morning, I arrived early and stationed team members at the original location to redirect anyone who may have missed the update. From the students' perspective, everything ran seamlessly. They had no idea a major change had occurred just hours before. Our team adapted, stayed positive, and delivered the experience as planned.
Moments like that reinforce why there's truly no room for panic -- just preparation, communication, and the ability to pivot quickly.
Cherwin: Looking ahead, how do you see the role of events evolving in higher education, especially as student expectations and campus priorities continue to shift?
Johnson: I see the role of events in higher education continuing to evolve in both scale and expectation. Students are looking for more engaging, high-value experiences, while universities are often being asked to deliver those experiences with fewer resources. That tension is pushing event professionals to be more strategic, creative, and intentional in their planning.
As campus priorities shift, our approach within colleges must adapt as well. Students are drawn to events that feel like a complete experience -- something that combines meaningful content with elements of fun, connection, and added value. In response, we're thinking more creatively about what we offer, when we offer it, and how we design events to minimize impact. It's less about simply hosting an event and more about creating experiences that resonate with students and make their time on campus feel worthwhile.
Cherwin: What is a moment or aspect of event management that reminds you why you love this work?
Johnson: The students, without a doubt. One of my favorite moments is seeing them at commencement -- right before they walk across the stage. They'll often stop, say thank you, and share how much they appreciated the events throughout their time here.
Hearing that they felt welcomed, engaged, and connected because of those experiences is incredibly meaningful. It's a reminder that the work we do behind the scenes truly shapes their journey. Being even a small part of that milestone moment is what makes me love this work.
