Wednesday, May 16, 2012

Location
The University Club
One West 54th Street
New York, NY  10019

Who Should Attend

• CEO/President, Chief of Staff
• CFO’s CMO’s, Vice Presidents,
• Directors and Managers of Communication,
• Public Affairs, Public Relations
• and Marketing

Schedule at a Glance

• 7:45 AM
  Registration & Continental Breakfast
  
  
• 8:30 AM
  Relaunch your Brand!
  
  
• 10:00 AM – 10:15 AM
  Break
  
  
• 10:15 AM
  Protect Your Brand:
  Issues Management & Crisis Communications
  
  
• 11:15 AM
  Measure Your Brand:
  Social Media Intelligence
  
  
• 12:00 PM: – 2:00 PM
  Cocktail Reception &
  Annual Luncheon Meeting
  Sponsored by
  Puerto Rico Convention Bureau
  
  

Member - $99 ea.
Additional Member - $65 ea.
(from same org.)
Non-Member - $145 ea.
Additional Non-Member - $85 ea.
(from same org.)

CLICK HERE TO REGISTER

Communications Institute

The ABC’s of Rebranding:
How to Relaunch, Protect and Measure Your Brand

We Ask a lot of our brands:

• Succinctly convey who we are through colors, images and text
• Communicate our vision and mission to our stakeholders
• Be consistent throughout all of our marketing and communications channels
• Be memorable. Resonate. And, while you’re at it, elicit a positive emotional response from members, prospects, legislators, donors, sponsors, media and consumers!

It’s no wonder the prospect of “rebranding” can send a shiver through our spines! But brands need to stay current with our evolving organizations and oftentimes a rebranding is essential.  How do you kick off a rebranding effort?  And, in a world of rapid fire social media, how do you protect your brand, a commodity that some would argue is your most valuable asset?  Finally, how do we measure the impact of our brands and capture the almost infinite supply of discourse enabled by today’s social media tools?

Please Join us for:

Relaunch your Brand!

We all understand the Power of our Brands and the intrinsic value in the emotional resonance our brands have with our stakeholders. But many organizations choose to “rebrand” themselves for a variety of strategic reasons including capturing greater market share or following a revised mission. How do we know if we need to “rebrand” and what are benefits and risks of a rebranding campaign? Please join our illustrious panel where we’ll discuss their recent rebranding efforts and the strategies and tactics involved including:

• The internal politics of rebranding
• The pros and cons of working with an external agency or branding consultant
• How to handle “revealing” the new brand
• Measuring the impact of your brand

Whether you’re considering a shift in logo and tagline or a major pivot in messaging, this panel will leave you brimming with new ideas and concepts!


Moderator: Michael Cummings, Vice President, Kellen Company
Panelists:

• Lance Helgerson - Director of Strategic Marketing, Professional Liability Underwriting Society
• Kelly A. Koczak - Vice President, Marketing, Produce Marketing Association
• Noel Mick - Director, Public and Professional Education, The Eye-Bank for Sight Restoration
• Denise Pesich, Vice President, Communications, Girl Scouts of the USA

Protect Your Brand: Issues Management & Crisis Communications

Today, more than ever, a “situation” can spread like wildfire into an epic crisis. Non-profits are most vulnerable because even if an organization is eventually absolved of any wrongdoing, the damage has been done and a mistaken perception can affect fundraising, consumer confidence and organizational morale. Think of it as the opposite of the “halo” effect. Joan Cear is a veteran of issues management and crisis communications. She has worked with the Toy Industry Association during massive product safety concerns and recalls, with the Juice Products Association addressing high profile media attention about arsenic in apple juice and fungicide in orange juice, and with the International Formula Council on infant formula safety issues. Joan will take us through steps that can help you to protect your brand.
Joan Cear – Vice President, Kellen Communications; Director of Communications for Juice Products Association; International Formula Council

Measure Your Brand: Social Media Intelligence

LinkedIn®, Facebook®, blogs and Twitter®? With the advent of Social Media, perception of your brand can go from a whisper to a shout in a matter of hours. How can you possibly monitor all of the social media chatter out there and what do you do with the data? Varian6, the leading provider of Social Media intelligence and analytics will share with us their strategy for measurement and the actions you can take in response to both the positive and negative feedback regarding your brand.
Jon McGinley - Director of Marketing, Salesforce Radian6

Annual Meeting Reception and Luncheon
Sponsored by Puerto Rico Convention Bureau

As the Puerto Rico Convention Bureau prepares for its upcoming 50th Anniversary, its Acting President & CEO/Senior VP Sales Neil Mullanaphy will take us through Puerto Rico’s exciting rebranding initiatives!