So, are you looking for something like an Apple Mail Rule, that is triggered when a Calendar item is saved with a specific name?
If so, I don't believe Apple Calendar supports Rules like Mail does. A quick search did not turn up anything, and I don't see any Rules menu or settings in Calendar.
However, what you might be able to do is to use KM Macros with AppleScript to enter a new Calendar item, and then it could test for the keywords of interest, and take whatever action you'd like.
Please provide more details on exactly what you would like to automate, so we can be of more help.