LINES RADIATING TO EMPHASIZE MOVEMENT

For organizations

in motion

Aligning your team around shared strategy and execution

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The Throughline Approach

You shouldn’t have to choose between senior strategy and execution.

We give you both.

Founded by two creative collaborators with 40 years of experience executing complex events and campaigns, Throughline is an integrated advisory and execution firm for small-to-medium businesses, nonprofits and associations that need senior level strategy – and ground-level momentum and guidance.

We operate at the intersection of disciplines that are rarely brought together under one roof:

events strategy

community building

marketing and communications

operational systems

That intersection is the Throughline.

What Throughline Delivers

 

  • 365 Impact Strategy

    Event Audit

    Audience & Stakeholder mapping

    Budget planning & resource allocation across events & marketing

    Venue selection strategy

    Sponsorship strategy & prospecting framework

    Reputation, issues and crisis management

    Messaging architecture

    Event conception & design

    Annual event calendar planning & portfolio plan strategy

  • End-to-end event productions – whether it’s a conference, gala, member meeting or a summit

    Logistics Management (venue, F&B, AV, room blocks, transportation)

    Registration & attendee management systems

    Sponsor fulfillment & activation on-site

    Signage, program materials and attendee-facing collateral

    Purposeful event design 

  • Campaign development & execution – across events promotion, membership drives, and fundraising pushes

    Communication that drives engagement

    Email marketing management

    Social media management & content calendars

    Brand strength and cohesion assessment 

    Design coordination (working with freelance designers, keeping brand consistent)

    Internal communications support

    Content creation consistent with brand voice

    PR & media relations

    Media, speaker & presentation training

 
Two women standing in front of large, colorful block letters spelling out "BLI" at an indoor event.

Meet the Co-Founders

Laura Swenson

Co-Founder
Events & Operations Lead

Laura has been orchestrating events since before it was her job — her first was a "Better Than Homecoming" party she threw in high school in lieu of the official one. Over 20 years later, that same instinct still drives her: bring the right people together, sweat every detail, and build something no one forgets.

She spent over a decade as VP of Events with a renowned national non-profit, running an annual conference and event portfolio at scale for thousands while also creating and executing strategic development programs for more than 20,000 virtually and in-person. She cut her teeth at a women-owned marketing agency and television production company. She's just as comfortable holding the big-picture vision as she is chasing down the ten steps it takes to get there. With a vision for building events and connections that create impact after people leave the room, Laura brings a blend of big-picture thinking and the processes that make it work seamlessly.

Outside of client work and a dynamic family life, Laura is a studio potter, a serial hobbyist (knitting, quilting, garment sewing, gardening, baking — ask her about any of them), a Cub Scouts den leader, a five-days-a-week Burn Boot Camp regular and a travel enthusiast.

She's built her career and her life around the same principle: show up, bring your standards, and make it better than everyone expected.

Erin Watson, APR

Co-Founder
Marketing & Communications Lead

Erin combines forward-looking strategy with an innate understanding of what teams need to succeed, connecting people and all the dots. She believes great communication happens when you understand your audience, share similar values, and never lose sight of the story you're trying to tell. That philosophy has shaped her 20+ year career, leading in-house teams and working within integrated marketing firms for national brands including Nickelodeon, Carnival Cruise Lines, The Georgia Aquarium, and Stanley Black & Decker Security.

She has elevated the marketing and communications strategy across a major national non-profit and its in-house consumer initiative, including all programs, events, and initiatives—bringing her deep expertise in strategic planning, digital and traditional marketing, public relations, and corporate relations to amplify the organization's impact. Throughout her career, Erin has led teams that managed every aspect of integrated strategy, from initial vision to flawless execution. 

A Charleston, SC native, Erin starts and ends most days with some combo of water, sunshine, and exercise—and fills the hours between with reading, time with family and close friends, and an unwavering loyalty to the Clemson Tigers.

Purpose-driven both personally and professionally, Erin believes that investing in people, enjoying the journey, and staying positive and solution-oriented can only lead to great outcomes.

  • I have had the absolute privilege of working closely with Laura and Erin for many years on our marketing initiatives and event themes and graphics. They bring exceptional talent and experience to every single project. What truly sets them apart as a team is that they both see the end result clearly and know exact steps it takes to make sure it is a successful outcome. They willingly embrace others’ ideas while bringing their expertise and suggestions to the table that no one else thought of.

    Biddie Webb

    Agency Principal

  • Working with Laura and Erin has been an incredible extension of our team. Laura’s event expertise paired with Erin’s strategic marketing and communications lens brings a powerful combination of creativity, connection and flawless execution. Together, they have helped us maximize our events, sponsorships and brand visibility in ways that create meaningful relationships and real business development opportunities. They understand that it’s not simply about showing up—it’s about showing up with purpose, and they make us better every time we do.

    Cindy Brewer

    LEO Events

  • I worked alongside the Throughline team for nearly a decade, and I saw firsthand how they take an organization's vision and turn it into a clear strategy, strong communications, and well-run events. They are talented, dependable, and a pleasure to work with. I recommend them to anyone, without reservation.

    Lindsey All

    President & CEO, WBEC South

  • With Laura and Erin, you’re not simply executing someone else’s vision. You’re building it together, connecting the dots across every touchpoint and working toward a shared goal. They are trusted friends, collaborators, and visionaries, and two of the strongest sounding boards I’ve had throughout my career. If you’re working with Throughline, know that you’re not just gaining a vendor. You’re gaining a true partner and becoming part of the family.

    Allen Wheaton 

    Executive Producer