Attendees will receive a comprehensive workbook that includes a messaging matrix, brand promise template, marketing plan outline, press release examples, media relations tips, social media guidelines, product development worksheets, sample marketing materials and an extensive roster of online resources. Speakers will conduct guided hands-on sessions so that everyone leaves with the beginning of a strategic go-to-market blueprint for growing their business.
- Messaging & Branding: Developing and trademarking your unique brand promise
- Put Your Best Foot Forward: How to maximize direct marketing & value-added products
- Partnering for Expansion: Connecting to restaurants, caterers, schools etc.
- Getting Noticed in a Noisy World: Optimizing products, place, price and promotion
- Building a Community of Loyalists: Using social media to spread the word
The all day workshop will take place on November 5, 2010 at the Santa Cruz Live Oak Grange, located at 1900 17th Ave. Santa Cruz, CA. Registration opens at 8:30, with the workshop running from 9:00 am to 5:00 pm. A locally-sourced, organic lunch is included. Early Bird pricing is $169 through Oct. 15. For more information about the event, visit: http://harvestnewrevenue.eventbrite.com/
About the Presenters
Sandy Skees, CEO and founder of Communications4Good, is creating a language of goodness that gives business a way to focus, talk about, share, motivate and implement change in the world -- change that values people, respects planetary resources and fosters prosperity. Her trademarked methodology assesses organizational assets, legacy, vision, human capital, business goals and market conditions to unlock the goodness inside of business through the power of language, stories, and communication. With more than 20 years experience at global and boutique agencies, as well as corporate marketing experience at an international technology company, Sandy is recognized for highly developed problem solving skills that bring communications solutions to Fortune 100 corporations.
Susan Ditz, Food/Ag Practice Lead at Communications4Good, has successfully worn three professional hats in her 25+ year career: writer, communications executive, organic farmer. Strong instincts as a working journalist have been integral to building a solid reputation as an innovative public relations strategist. An insider's understanding of how the media works and a knack for finding interesting story angles has helped obtain optimal exposure for clients in a wide range of industries including consumer products, lifestyle, technology and non‐profits. She writes for magazines, newspapers and online with a focus on agriculture, sustainability, emerging trends, healthcare, travel, and philanthropy. As a fifth generation farmer, Susan brings a unique perspective on the opportunities and challenges present while the world strives to become more economically viable, environmentally sustainable, and socially responsible. Susan is a member of the American Agricultural Editors Association, the Dude Ranchers Association and the Education Writers Association.
Irma Mitton, CEO of The Mitton Group, learnied about farming from her grandparents in Arizona and is a veteran professional writer, web developer, marketing and social media consultant and sales agent. She contributes a pragmatic visionary approach to helping organizations discover, refine, express, and broadcast their unique triple‐bottom line value to the world, particularly with social networking channels. A skilled dog and horse trainer, Irma also is helping her young children raise chickens, vegetables and turkeys on her coastal ranch.
Patrick Reilly is an intellectual property attorney, an IP rights marketing consultant and the founder of the Intellectual Property Society (www.ipsociety.net)
Carmen Kubas, founder of Lightfoot Industries, has worked all over the country carving out a path as an educational entrepreneur and social innovator. As the LFI Founder she brings over 20 years of experience in the education of at-risk teens, sustainable restaurant management, and strategic administrative and consulting roles. Supporting her work is a BA in Political Science with an emphasis in Economics, and a MA in Education with a CLAD teaching credential. Carmen also presents strong vocational Spanish, a commitment to personal wellness, and a tenacious entrepreneurial spirit to BE the change she wants to see in the world.
About Communications4Good Food/Ag Practice Specialty:
As a group of seasoned farmers, marketers and journalists, we apply diverse expertise to support clients along the entire food supply chain; from organic farms and agritourism , to agricultural entrepreneurs and non‐profits, to branded foods and beverages. We are skilled at identifying key stakeholders and influencers, and adept at leveraging a wide field of communications channels to obtain optimal results.
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Based in Santa Cruz, CA, we offer a full range of strategic marketing communications, branding and positioning services for small and medium sized agriculture, sustainability, consumer, cleantech and social innovation enterprises. Our teams work with entrepreneurs, early stage and legacy companies, NGOS and governments to help develop their sustainable brand promise. We build critical stakeholder engagement using two-way conversations that are relevant, authentic and transparent. At the core of our work is a focus on the value of a triple bottom line approach (people, planet, profit) and a belief in helping our clients create the kind of thought leadership that increases support, encourages advocacy and ensures success.