0 Items

The Emotional Side of Brand (Webinar)

Today, almost every offering is a commodity. While companies are looking for ways to gain a loyal following and charge premium pricing, they can no longer do so simply based on customer service and ‘innovation’ of the offering. They must create a unique brand position which distinguishes them from every other company in their industry. Their brand must evoke emotion in and establish a connection with their audience. Eliciting emotions doesn’t always equate to a tear-jerking message but, rather, helps the audience to care. And when the audience cares, they are much more willing to act.

This webinar will focus on the essential role branding plays in business, one unique approach to branding, and how it impacts a company’s overall success. The session will highlight the importance of creating emotional connections between brands and their target audience, and how this connection will ultimately impact the bottom-line.

Attendees will leave the webinar with:

  1. Steps to assess their current business practices and how their audience perceives them
  2. Practical tools to create a unique, powerful emotional connection with their target audience
  3. Strategies to position them for long-term success in their industries, and impact their bottom-line

 

Click below to view webinar:

About our presenter: Shana Harris, COO, Warschawski.

In her role as COO, Shana oversees and manages the agency’s operations while playing an active role in account management, new business and HR. Shana has successfully delivered outstanding results for a broad scope of national and international clients and high-profile brands. A thought leader in the branding and marketing communications spaces, Shana is frequently sought out for comment and her expertise, often quoted by the regional and national media on PR/Crisis Communications and branding issues, and is regularly invited to speak at regional, national and international conferences. Click here to learn more. 

Exploring the emotional side of brands

Who hasn’t heard the stat 70% of emotionally connected consumers spend twice as much on brands they have an emotional attachment to than those who do not?

Research stats also confirm that connections based on feelings last longer any made based a need.

These findings have driven Shana Harris, COO, Warschawski, to explore how to create emotional connections between brands and their target audience will ultimately impact the bottom-line. She will share her learnings and experience in the PRSA Maryland webinar “The Emotional Side of Brand” on Thursday, October 24 at 12pm.

She will cover how to assess your audience perceives your current business practices along with practical tools to create a unique, powerful emotional connection with your target audience. The webinar is free to members and $15 for guests. Register here! 

Reverse Case Study Method: Analyze, Build Backward, Compare

Registration is closed. Please register onsite. 

Too often we measure outcomes, but we don’t look back and prove that we built what we set out to build. Applying the Reverse Case Study Model to a PR campaign provides unbiased feedback, and a look at your plan from a new perspective through critical thinking and creative problem solving. Your communication plan will be re-built, based on nothing but research. Findings and a proposed plan will validate or disprove your intended baseline, measurements, audiences, influencers, platforms, methods, timeline, and more.

Join us as Captain Katie Cousins, Lead Instructor with the Defense Information School, shows us how to apply this model providing areas of improvement for campaign performance and long term efficiency. You’ll learn to …

  • Analyze any public PR campaign or event using the Reverse Case Study model.
  • Deconstruct available public information and design what you believe to be the public affairs communication plan through the use of the ABCs (Analyze, Build Backward, Compare).
  • Evaluate PR campaign objectives and identify areas of improvement and learned efficiencies.

When: Friday September 13, 2019 | 8 a.m – 10 a.m.
Where: The Conference Center at Sheppard Pratt | 6501 North Charles St.
Parking: Click here for site map
Investment: PRSA Member – $30; Non-members – $45 (includes light breakfast)

About our presenter:

Capt. Katie Cousins is a Public Affairs Qualification Course instructor at the Defense Information School. She entered the Air Force in 2010 as a graduate of the U.S. Air Force Academy in Colorado Springs, Colorado. Her Air Force experience includes serving as the Deputy Chief of Public Affairs for the 60th Air Mobility Wing at Travis Air Force Base, California and the Chief of Public Affairs for the 97th Air Mobility Wing at Altus AFB, Oklahoma. Following wing-level public affairs assignments, she served as the Commander, Detachment 2, 336th Training Squadron at Fort Meade, leading approximately 1,500 enlisted active duty, reserve, and national guard broadcasters and photojournalists in technical training. Captain Cousins earned a Bachelor of Science Degree in Foreign Area Studies from the U.S. Air Force Academy, and a Master’s Degree in International Relations and Conflict Resolution from American Military University.

Successful Marketing Campaigns by Boeing

Registration is closed. No walk-ins are permitted.

The summer of 2018 was a remarkable period in the defense industry. There were a few once-in-a-generation program proposals and some other key opportunities, all being chased by companies used to working in a highly competitive environment.

Boeing’s Defense, Space & Security division shocked the industry by winning the two future franchise programs (the U.S. Air Force T-X trainer, the long-awaited replacement for the T-38 Talon; and the U.S. Navy MQ-25 Stingray unmanned refueling aircraft) and a U.S. Air Force reconnaissance helicopter program (MH-139) few believed was a legitimate opportunity for the company.

How did this happen? The groundwork was laid months and years before in a collaboration among the company’s sales, program and Marketing teams and support of company leadership. The foundation of all of these pursuits were carefully crafted, multidisciplinary marketing plans that incorporated research, customer feedback and input, multi-channel tactics using traditional and digital media, continual evaluation and regular adjustment.

Join Jon Douglas, senior manager, Brand and Market Positioning, as he gives an overview of the company’s T-X marketing plan. Jon will take your questions as you get a sense of the thought process and elements behind Boeing’s successful approach.

The event will be held at Defense, Space & Security headquarters in Arlington, Va. Following the presentation participants will be given a tour of Boeing’s state-of-the-art Collaboration Center.

Date: August, 21, 2019
Time: 3:00 – 5:00 p.m.
Place: Boeing Defense, Space & Security, 929 Long Bridge Drive, Arlington, VA 22202-4208
Investment: $15 for PRSA Members; $30 for guests

*Registration will close at 5 p.m. on Aug. 19 to allow for security checks and badge processing by Boeing security. Please use your full name as it appears on your drivers license. (No nicknames please). Because visitors must be pre-registered, there will be no walk-up registration for this event.

Please contact us at info@prsamd.org for any questions regarding registration.

Note:

  • Street and garage parking is available near Boeing’s Arlington facility. Plan to arrive early to secure a space. On-site parking is not available for this event.
  • There is a café/coffee shop in the lobby where you can wait if you arrive early. We will meet you in the lobby at 2:45 to escort you to the event.
  • Boeing Arlington is a secure facility. Use of mobile phones and other devices is limited to the café and lobby areas.

 

 

Become a Project Management Ninja (Webinar)

Today, 4 out of 5 organizations struggle to find qualified talent to lead projects. 37% of an organization’s projects are at risk of failure. Meanwhile over $2 trillion is wasted every year in businesses around the globe due to poor project management. On this webinar, we will discuss the knowledge, skills and traits that you need to have to be a great project manager. Today’s public relations professionals are well positioned to lead cross-functional teams and execute complicated campaigns that involve multiple stakeholder groups. We will cover the technical, leadership and strategic/business management expertise that is required to be successful. You’ll learn “NINJA” tips and best practices for ensuring your next project stays on track so you are viewed as innovative, versatile and strategic by your organization’s leaders.

Thursday, August 15 at 12 noon (ET) via Zoom*
*You will receive an email with instructions to log in.

Free to PRSA members; $15 for guests

About our presenter …

Tracy Imm, ABC, APR is a business communications leader that loves to train others in the areas of corporate communications, social media and digital marketing as well as leadership. She is the CEO of Tracy Imm Worldwide, LLC, a leadership development consultancy. She also has a consulting practice where she works to empower women on their personal life journeys. Her two self-published books, Brave Girls Guide to Work That You Love and Conquer Shame + Claim Success: Three Keys to Abundance, Love and Leadership can be found on Amazon.

Learn more about Tracy on her website.

 

Thank You to Our Chapter Sponsors

Thank You to Our Chapter Sponsors