CARLA REYES: “Universities Must Raise Awareness on ENERGY SUSTAINABILITY”
The UPB executive believes that, in order to reduce the energy footprint in event organization, aspects such as efficient LED lighting, waste reduction, and, among other factors, the selection of suppliers committed to sustainability should be considered.
ISSUE 146 | 2025
Vesna Marinkovic U.
1How important are institutional events for building and strengthening UPB’s image?
Every event must have a clear objective and the intention to make an impact. The main advantage of events is their flexibility and the high level of creativity that can be applied. This allows the brand to be built and/or strengthened, providing visibility, recognition, and the creation of networking.
“…events are an excellent tool for connecting and interacting in different settings.”
2How are marketing and advertising integrated into the planning and execution of an academic or institutional event?
In fact, the event humanizes marketing and advertising. It turns them into an experience. When a person participates in an event, in one way or another, they become part of it and turn into potential word-of-mouth for the brand or institution.
Carla Reyes Postigo holds an MBA from the Bolivian Catholic University – Harvard Institute for International Development. She also completed the Senior Management Program at INCAE, Costa Rica. She earned a Bachelor’s degree in Marketing and Corporate Communication from Saint Edward’s University in Austin, Texas. She served as Export Manager for Latin America and Canada at AMETEX, and as External Marketing Director for McDonald’s in Bolivia, where she received recognition for the best opening of the year in Latin America, awarded by McDonald’s Corporation. She also held managerial positions at La Papelera S.A. and at UPB, where she has been a faculty member since 2007. Currently, she is National Manager of Public Relations and Events at the same university.
3 From your experience, what strategies are most effective for attracting and retaining the university’s audiences (students, faculty, partners, and society in general) through events?
Without a doubt, events allow people to feel closer, and each event must take into account who its target audience is. Only then can you design a tailored event that is remembered and, hopefully, widely talked about. The best strategy in events is to generate the “SURPRISE FACTOR.” Doing things in the best possible way, with extreme attention to detail.
4What are the main challenges you face when organizing events at UPB, and how do you overcome them?
An event is a living being; everything happens simultaneously and live. Therefore, the main challenge we face at UPB is to create unique and impeccable events. Every event, regardless of its size, becomes a challenge from planning to execution and closure.
5What role do innovation and the use of digital tools play in the promotion and development of university events today?
Today there are no events without innovation and without technology—it’s a symbiosis. Innovation helps us improve the attendee experience, and digital tools allow for greater reach and interaction.
6Could you share an example of a successful event organized by UPB and what elements you believe made a difference in its impact?
Events at UPB have become part of our everyday life. We could mention many of them. Among the largest and most impactful are the Graduation Ceremonies, “100 Scholarships for the 100 Best,” UPBTalks, to name a few. What makes the difference in our events is the attention to detail, creativity, elegance, and sobriety. At UPB, we never lose respect for any event, even if it is repeated every year.
7 Looking to the future, what trends in marketing and event organization do you think will transform the way universities engage with their environment?
As the question states, events are an excellent tool to connect and interact in different settings. In short, an event is about seeing, feeling, and experiencing firsthand.
“What makes the difference in our events is the attention to detail, creativity, elegance, and sobriety.”
8From the perspective of academic and event management, how can UPB help raise awareness and encourage good practices regarding energy sustainability among students and participants?
By experimenting, raising awareness, and engaging in an interactive way. Events can generate positive reactions among attendees, as well as collective awareness.
9 What concrete actions could be incorporated into the organization of institutional events to reduce the energy footprint and serve as an example in the university sphere?
There are several actions that can be taken in this regard. For example: efficient LED lighting, waste reduction, selecting suppliers committed to sustainability, and communication and education, to name a few.
