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Explore the discussion topics!

"The Brand: 50 Years of a Brand- Tradition blending with new generations"
50 Years of Love. Virginia is for Lovers was established in 1969, and has become one of the most beloved and well-known slogans in the world. While it has meant a lot of different things to a lot of different people, one thing hasn’t changed – the LOVE. Rita McClenny, President & CEO, Virginia Tourism Corporation will discuss the staying power of a brand that has endured the test of time and the evolution of Virginia is for Lovers.

"Brand Promise: The one thing you want people to know about YOUR brand"
How to use your brand promise to organize your marketing and keep messaging on track throughout the customer journey.

"Target Audience: How to map the purchase process for your particular product, including the influencers in the decision to buy, and decide on the appropriate marketing actions at each stage.

"The Reach: How to attract, inform, engage, and sell to your Audience
Bringing two leading experts to the Shenandoah University School of Business stage, Nancy will serve as moderator for a powerful discussion by Shannon Johnson, Brand Director of Virginia Tourism and Susan Zirkle, Planning Supervisor of the Martin Agency.

Shannon and Susan will discuss all things advertising and paid media – what advertising channels there are and the purpose they serve, advertising trends and things to consider and avoid. They will present examples of paid media plans for companies and organizations with advertising budgets ranging from big and small.

The SU Experience

Break Out Sessions

These break out sessions are designed to assist the attendees with 2019 marketing trends that they will need to address in the upcoming year. These are question and answer sessions offering top leading panelists to enrich the discussion.

Session 1-

Internship Workshop: How to develop a successful internship experience from Shenandoah University
Internships offer the opportunity for students to experience real job experience in the field of their interest. In the competitive job market, students need this experience as much as they need the courses they are completing. Dr. Jackson will be running this workshop to get you initiated in the process of having a Shenandoah University Business Student intern as soon as Summer 2019!

How to work with a limited marketing budget
This breakout session was created based on a need that we have heard from partners and businesses alike. Some have expressed they don’t know where to begin and some don’t know what to even spend on marketing. We have put together a panel of speakers who own different sizes of businesses and even a business coach to try and answer your pressing questions. 

Some questions we will try to answer include: 

  • Where to start
  • “Old Fashioned” Marketing, is it still relevant?
  • Why we’re all here. Where should the $$$ be spent?
  • We want to hear from the audience. What do you need to know to conquer your marketing needs in 2019?

Photography Tips: What you need to know
Learn about the advantages of having professional product images, headshots and a video marketing campaign.

Session 2- 

#Hashtags: How to use them to your advantage
What are they and how should you use them to promote your brand? This is a hands-on workshop where participants work in groups to plan campaigns for fictional brands.

Hottest Marketing Trend for 2019: How to have an Influencer Campaign
In today’s marketing world, you have to constantly be pushing the envelope. If you’re finding little success with your current marketing tactics, it may be time to find out what working with an influencer can do for your business.


Interactive Case Study- video marketing

Been a while since you’ve been a classroom or are you curious about how companies jut like yours are featured in business case studies? Join us for a master class to learn how Squatty Potty, a US company that sells a unique footstool, launched it’s first ever viral video campaign in October, 2015. During this interactive case analysis/discussion, you will gain a better understanding of how digital marketing, social media campaigns, social media influencers and social media analytics are relevant for any business in today’s market.

If you are interested in marketing strategy, marketing analytics, entrepreneurship, and digital marketing, this is the session for you. Upon leaving this session you will be able to:

  • perform financial analysis on marketing activities and tie those activities to sales;
  • understand the creative and promotional process behind the making of a viral marketing video;
  • develop a deeper understanding of earned, versus paid, social media strategies; and
  • create actionable insights from marketing data.

Note: Bring your Smartphone to participate in the interactive questions and real-time opinion polls. Be prepared to win some fun prizes !

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