People Profile: Noelle Provencial of Camp Groupon

Marcia L. Callaghan

Illinois Meetings + Events Magazine

Issue:

Summer 2012

Noelle Provencial is relatively new to the events industry, but boy does she already have a lot under her belt. Since stepping in as experiential marketing & events manager at Groupon, she’s hosted a Hangover Brunch, World-Record Breaking Speed Dating, Wrigley Field Movie Night and more.

ILM+E: How did you begin your career in the events industry?

NP: After graduating with a degree in journalism from Northwestern University, I began my career in the hospitality industry- but on the sales end. I started at the Marriott, and then moved on to the Fairmont Chicago to manage their large corporate groups. Although I wasn’t executing events, it was here that I gained an understanding of the overall guest experience, from arrival to departure.

ILM+E: After, you launched your own company. What is PLRG?

NP: Two partners & I launched Poor Little Rich Girls, an online lifestyle magazine targeted at women with high style and low budgets. We expected to generate most of our revenue from ad sales; but to our surprise, events became our primary source of income.

ILM+E: Next, you joined Groupon. How would you describe your experiential strategy?

NP: My goal is to create a unique, scalable event experience that can become synonymous with our name and really bring the Groupon brand to life. It’s no secret that it’s a constant struggle for event marketers everywhere to prove the value of the programs they’re running, but I’m determined to strengthen brand loyalty through my team’s initiatives. National press covering our events has helped deliver the brand message: “We make life less boring,” but social media has really helped my team track how consumers engage with the brand pre-, during & post- event. I create an event hashtag whenever possible and always encourage users to post updates.

ILM+E: What’s your next challenge?

NP: We’re bringing 2,000 adults from all over the country to Chicago this summer for camp: Camp Groupon. Participants will arrive to a full weekend itinerary with customized schedules anchored by two large-scale events at iconic venues in the city. The best part? We’re doing what we do best—finding the best deals in town—so attendees will experience Chicago in all its glory, at half the price.

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