WIFF 2026: A Hub for Student Engagement
The Windsor International Film Festival (WIFF) has grown into one of Canada’s largest volunteer‑driven film events, drawing thousands of moviegoers over 11 days. While the screenings are the headline attraction, the real magic happens in the spaces between frames. In 2025, the University of Windsor partnered with the Odette School of Business to give students hands‑on experience in event marketing, operations, and community outreach.
Odette Business Students Take the Lead
Thirty‑five Odette students, including MBA interns and finance majors, stepped into roles that blended marketing strategy with frontline service. Fatima Rizvi, a marketing and merchandising coordinator, managed community outreach booths, scheduled volunteer shifts, and designed brand‑experience activities that turned waiting lines into interactive moments. Her work illustrates how monitoring attendee engagement can transform a passive queue into a dynamic social space.
Students also oversaw merchandise inventory, created eye‑catching gift‑shop displays, and trained 24 peers in brand‑experience techniques. The result was a cohesive atmosphere that reflected WIFF’s core values of connection and inclusivity.
International Exchange Students Build Cultural Bridges
Exchange students from Switzerland, Belgium, and the Netherlands brought fresh perspectives to the festival. Selina Seiler and Luka Japing organized themed film activations, photobooths, raffles, and casual conversation starters. These activities not only entertained guests but also fostered cross‑cultural dialogue, helping newcomers feel welcomed in a new country.
Beyond the festival floor, the students joined intramural volleyball teams and other campus clubs, further integrating into the University of Windsor community. Their experiences underscore the importance of creating spaces where cultural exchange can thrive.
Key Takeaways for Event Marketing Professionals
WIFF’s success demonstrates that atmosphere and experience are as critical as programming. By monitoring real‑time feedback and encouraging spontaneous interactions, event organizers can:
- Enhance attendee satisfaction through engaging line‑management activities.
- Build a strong, inclusive brand identity that resonates with diverse audiences.
- Provide students with practical, career‑relevant experience in marketing and operations.
- Leverage volunteer enthusiasm to create a vibrant, community‑driven event culture.
How to Replicate WIFF’s Community Model
Organizations looking to emulate WIFF’s approach should consider the following steps:
- Partner with local educational institutions to tap into a pool of motivated volunteers.
- Assign clear roles that blend marketing, logistics, and guest engagement.
- Use simple, low‑cost activities—games, quizzes, photobooths—to transform waiting periods into memorable interactions.
- Monitor engagement metrics and adjust activities in real time.
- Celebrate volunteer contributions publicly to reinforce a culture of appreciation.
By following these guidelines, event planners can create an environment where every attendee feels seen, heard, and part of a larger community.
Apply to the Odette School of Business now and gain hands‑on experience that prepares you for a career in event marketing and operations. Learn more about admissions.
Interested in volunteering at WIFF? Explore volunteer opportunities and discover how you can contribute to a vibrant cultural event.
Have questions about integrating student volunteers into your event? Contact the University of Windsor for guidance and support.
Share your own experiences with community‑driven events in the comments below and connect with fellow professionals who value inclusive, engaging event design.
