Internal Branding and Marketing: San Francisco

333 Bush Street
San Fransisco , CA 49104
11/11/2010 8:00 AM - 11/11/2010 5:00 PM

Details Schedule Registration Travel Exhibitors

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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

Event Registration For:

333 Bush Street
San Fransisco, CA
11/11/2010 - 11/11/2010

Yes, I am a Site Registrant or an AMA Member

No, I do not have an account

You will need to fill out the Marketing Power Registration in the next step.
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Select Attendee Type:

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Non-Member Price	Member Price
$1,020.00	$725.00

Hotel Air Travel Rental Car Ground Transportation

Spotlight Forum Conference Center Location
MicroTek Global Learning Solutions – San Francisco
333 Bush Street
Suite 1200
San Francisco, CA 94104
Tel: 1.415.546.3811
Website: http://www.mclabs.com/facilities/san_francisco.aspx

MicroTek San Francisco Facility
The MicroTek San Francisco computer classroom rental facility is located in the Financial District of Downtown close to the Embarcadero, Union Square, and Moscone Center Convention area. Transportation to the facility is easy with the BART station on the corner and hotels within walking distance.
The building is half way between Montgomery and Kearny on Bush Street, close to Union Square. The facility is a couple of blocks from the Montgomery BART station. We are on the 12th floor.

Area Attractions, Events and Tourism
Please visit the San Francisco Convention & Visitors Bureau at www.onlyinsanfrancisco.com.

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.

Recommended Hotels in Area
Club Quarters San Francisco - Best Value
424 Clay Street
San Francisco, CA 94111
Phone: (415) 392-7400
MicroTek Rate:
Regular: $147 Club, $166 Standard, $189 Superior, & $224 Suite
Season (9/13 - 11/21): $157 Club, $176 Standard, $199 Superior, & $244 Suite
* Rates subject to change without notice.
Distance from Facility: 6 blocks

San Francisco Marriott Union Square
480 Sutter St.
San Francisco, CA 94108
Phone: (866) 912-0972
MicroTek Rate: $189, varies by season
* Rates subject to change without notice.
Distance from Facility: 5 blocks

Orchard Hotel
665 Bush Street
San Francisco, CA 94108
Phone: (888) 717-2881
MicroTek Rate: $169
* Rates subject to change without notice.
Distance from Facility: .3 miles
Parking: $40 Valet Parking

Triton Hotel
342 Grant Ave at Bush Street
San Francisco, CA 94108
Phone: (800) 800-1299 or (415) 394-0500
MicroTek Rate: $159
* Rates subject to change without notice.
Distance from Facility: 0.2 miles
Parking: $43 per night

Travel
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.

Rental Car
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs. Special rates have been negotiated for you. Please contact 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number: D098599.

Directions
From SF International Airport + 101 North:
• Follow the signs for the Oakland Bay Bridge on Hwy. 80.
• Take the 4th Street exit (last SF exit).
• Go straight on Bryant Street (1 Block) until you get to 3rd Street.
• Turn left on 3rd Street and go straight.
• Cross Market St.
• Third becomes Kearny, stay on Kearny.
• Turn right onto Bush St.
• Building is halfway down the block on right hand side.

From Oakland Bay Bridge:
• Take the Fremont Street exit, (first SF exit).
• Go straight on Fremont Street for 1 block until you reach Mission Street.
• Turn left onto Mission Street and go (4 blocks) until you get to 3rd Street.
• Turn right on 3rd Street and go straight, cross Market St.
• Third becomes Kearny, stay on Kearny.
• Turn right onto Bush St.
• Building is halfway down the block on right hand side.

From Golden Gate Bridge:
• Take 101 South to Lombard Street exit.
• Take Lombard Street to Van Ness Ave.
• Turn right on to Van Ness and go straight for 14 blocks until you reach Bush Street.
• Turn left on Bush Street and go straight for 11.5 blocks.
• Building is halfway down the block on right hand side.

Parking
The building has a parking garage but it is $30/day. There are several other options nearby that will run about $20/day. The St. Mary’s Center Garage is on Kearny and California. If you choose to go to this garage stay on Kearney past Bush St. The garage is on the left hand side about 1.5 blocks down.

Transportation
Flights should be booked into San Francisco International Airport. A car is not necessary, and we recommend using BART, a taxi, or the San Francisco Airporter to get to your hotel.
You can get onto BART from the international terminal; it costs $4.95 one way, and departs every 15 - 20 minutes.
Taxicabs are located outside baggage claim.
The Airporter Shuttle has 7 stops outside baggage claim departing every 20-30 minutes, with adult round trip fares at $14.00. Be sure to let the driver know your hotel.

BART - MUNI
We recommend taking BART or MUNI if at all possible. Take the SF/Millbrae line to Montgomery Station. Exit through the Market/Post/Sutter exit. After getting off the escalator, go down the long hallway that leads to Ramzi’s Café & The Businessman’s Haircut, once you reach the end of the hallway go up the stairs. This will put you onto Montgomery St. Turn right and walk to Bush St. Cross Montgomery and walk 1/2 block to 333 Bush St. MicroTek is on the 12th floor.

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