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Internal Branding & Internal Marketing 2011: Atlanta 

Georgia Tech Global Learning Center 84 Fifth St. N.W.   
Atlanta , GA  30308-1031  
2/24/2011 8:00 AM  - 2/24/2011 5:00 PM 

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Listen to a sneak peek podcast of this Forum

Internal Branding and Internal Marketing: Strategic Integration for Market Leadership 
Sharpen Your Competitive Edge By Integrating Internal Branding and Internal Marketing.

In today’s economy, marketers’ ability to work BETTER with what they have now can make the difference between surviving and thriving. Every business has employees and customers, but not every marketer leverages those assets to extend brand impact, drive business results and improve loyalty.

In the Internal Branding and Internal Marketing: Strategic Integration to Market Leadership Forum, executives will learn how to effectively integrate and leverage internal branding and internal marketing to improve both the short-term and long-term success of their organizations. Hands-on lessons delivered by leading industry experts will equip attendees with strategies and tactics for converting their most valuable assets – their employees and customers – into brand warriors. Further, attendees will delve deep into proven approaches for taking internal branding efforts to the next level and leveraging internal marketing techniques to ensure full strategic organizational alignment. The Result: Enhanced Brand Impact for an Increased Bottom-Line and Long-Term Business Prosperity 

Discussion Points:
Internal Branding and Internal Marketing: Methods for Achieving Strategic Organizational Goals
Leveraging the Structure of the Brand
Proven Techniques for Exploring and Mapping the YOUR Brand Experience
Bridging Marketing & HR to Garner Full Employee Commitment
Building the Culture: Aligning Employee-Focus with Customer-Focus for Marketing and Organizational Success

Top 3 Take-Aways: Learn How to:
Integrate Internal Branding and Internal Marketing Strategies to Drive Competitive Advantage
Map Your Customer’s Experience & Conduct Internal Audits to Maximize Effectiveness
Apply Tools and Techniques that are Best Suited for Your Organization to Leverage Its Brand and Employees

Facilitators
Sybil F. Stershic
, President, Quality Service Marketing
Debra Semans, Senior Vice President, Polaris Marketing Research, Inc

PROGRAM AGENDA

08:00 AM – 09:00 AM       
Registration & Continental Breakfast
 

09:00 AM – 09:30 AM       
Welcome & Introduction: Understanding the Difference between Internal
Branding and Internal Marketing
These terms are often used interchangeably, but in truth, there are significant differences on how and why companies apply them. We’ll spell out the similarities and differences, including which strategy is most appropriate in a given situation.

09:30 AM – 10:00 AM       
Your Brand: So What, Why Should We Care?
Brands are significant corporate and organizational assets, and yet many brands are not actively managed and leveraged.  We will discuss why brands are important, explore the total make-up of a brand, and give you tips about how to communicate with non-Marketers about the brand.

10:00 AM – 10:30 AM       
The Critical Factor: Brand Experience
As customers become more discerning, they demand more from brands.  By honing the Brand Experience, the brand-customer bond is strengthened – and hence, long-term beneficial relationships are sustained.  In this session, we will explore how different businesses with different situations deliver a Brand Experience.

10:30 AM – 10:45 AM       
Break

10:45 AM – 12:00 PM        
Hands-On Lesson in Brand Experience Mapping: Delving Deep into What Your Customers Actually Experience
What experience are you delivering with your brand?  Using a simple Brand Experience Mapping tool, we will look at the delivery of a common consumer experience.  Participants will simultaneously apply the tool to their situations, identifying brand experience improvements and enhancements they can make to improve brand loyalty.

12:00 PM – 01:00 PM        
Lunch

01:00 PM – 01:30 PM        
Hands-On Audit: How Much Internal Marketing Do You Need? … Plus Foundational Elements of Internal Marketing
In this session, attendees will complete a mini-audit to better assess the level of internal marketing needed in their organizations. Then we’ll outline and discuss the three basic elements underlying an effective internal marketing strategy.

01:30 PM – 03:00 PM        
Relationship-based Internal Marketing Tools for Employee
Customer Engagement
Attendees will be equipped with a sample of practical internal marketing tools & tactics to strengthen employee-customer care and build a positive service culture. Examples and best practices are drawn from a variety of industries and different-size companies. Attendees will be also encouraged to share their experience with and concerns about using these tools.

03:00 PM – 03:15 PM        
Break

03:15 PM – 04:30 PM        
Avoiding Common Pitfalls: Lessons-Learned in Applying Internal Branding
& Marketing
The leading facilitators will share important tips on what works and what doesn’t when implementing internal branding and internal marketing initiatives.

04:30 PM – 05:00 PM       
Q&A

05:00 PM                              
Briefing Adjourn

Hotel Air Travel Rental Car Ground Transportation

Spotlight Forum Conference Center Location
Georgia Tech Global Learning Center
84 Fifth St. NW
Atlanta, Georgia 30308
Phone: 1 404.385.6203
Fax: 1 404.385.1408
www.gatechcenter.com

Located in Midtown Atlanta, the Georgia Tech Global Learning Center is a professional meeting and learning facility ideal for corporate meetings, conferences, and seminars.  The center features more than 32,000 square feet of meeting space, including a wireless environment.

Recommended Hotels
Georgia Tech Hotel
800 Spring St.
Atlanta, GA 30308
1 800.706.BUZZ (2899)
http://www.gatechhotel.com/
The hotel has limited availability during the week. Call early to book your room.

Regency Suites Hotel
975 W. Peachtree St. N.W.
Atlanta, GA 30309
Reservations:  1 404.876.5003
http://www.regencysuites.com/  
The Regency Suites is located directly on the Tech Trolley Line, a free shuttle service.  Board the trolley on the south side of the Midtown MARTA Station. The trolley’s first stop is directly across the street from the Georgia Tech Global Learning Center.

Renaissance Atlanta Downtown Hotel
590 W. Peachtree St. N.W.
Atlanta, GA 30308
Reservations:  1 404.881.6000
http://www.marriott.com/hotels/travel/atlbr-renaissance-atlanta-hotel-downtown/  
The remodeled Renaissance Atlanta Downtown Hotel is a three-block walk to the Georgia Tech Global Learning Center.

Georgian Terrace
659 Peachtree St.
Atlanta, GA 30308
Reservations:  1 800.651.2316
1 404.897.1991
http://www.thegeorgianterrace.com/  
The Georgia Terrace is located about four blocks from the Georgia Tech Global Learning Center.

Area Attractions, Events & Tourism
Please visit http://www.atlanta.net/ for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.
 
Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Directions
Georgia Tech Global Learning Center is conveniently located in Midtown Atlanta at the intersection of Fifth and Spring streets in Technology Square, right off Interstate 85/75.

Using MARTA
Simply take a north-south train to the Midtown MARTA station. Then catch the free Tech Trolley on the Peachtree Place station exit. We're the first stop before the trolley enters the main Georgia Tech campus. Cross the street, go through the courtyard to enter the Center. The trolley runs every six minutes from 7:30 a.m. until 7 p.m. Monday through Friday during fall and spring semesters. For more trolley information, visit www.parking.gatech.edu then follow the Tech Trolley link.

Directions From the North Avenue MARTA station: Head north on West Peachtree Street until you reach Fifth Street. Turn left onto Fifth Street and go one block. Cross Spring Street at the pedestrian crossing. You will pass the Georgia Tech Hotel and retail shops until you reach the courtyard. Turn left, go through the courtyard to enter the Georgia Tech Global Learning Center.

Driving
From the Atlanta Hartsfield Jackson Airport ATL or south Atlanta (Interstate 85/75 north): Take Interstate 85/75 north to the 10th/14th Street exit (Number 250). Continue straight for .1 mile on Williams Street and turn right onto 10th Street. Travel .1 mile and turn right onto Spring Street. Travel approximately .4 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed a half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.

From northeast or northwest Atlanta (Interstate 85/75 south)*: Take Interstate 85/75 south to the Techwood Drive/14th Street/10th Street exit (Number 84). Turn left on 14th Street. Travel .2 mile and turn right on Spring Street. Travel about .7 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.
*If you are coming from north Atlanta, take Georgia 400 south to Interstate 85/75.

From east or west of Atlanta (Interstate 20): Take Interstate 20 to Interstate 85/75 north to the 10th/14th Street exit (Number 250). Continue straight for .1 mile on Williams Street and turn right onto 10th Street. Travel .1 mile and turn right onto Spring Street. Travel approximately .4 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed a half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.

Taxicabs
A taxicab to Midtown will cost approximately $30.00-$40.00 from Hartsfield-Jackson Atlanta International Airport, depending on the number of passengers.

Parking
Finding a close and convenient parking space is easy. The Technology Square parking deck, attached to the Center, is accessible from Spring Street. Hourly rates range from $1.50 for less than an hour to $10 for the day. Rates are subject to change without notice.

No exhibitor or sponsorship opportunities for this event.