Understanding, Building, and Standing By Your Brand

Tuesday, July 22, 2008
9:30 am – 12:30 pm
Baker & McKenzie, One Prudential Plaza
130 E. Randolph Drive, 39th Floor

Cost: $40/$60

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What is a brand?
An unbreakable promise between your organization and your patrons.

It’s not just a logo or a color scheme or the posters you create for your production or event - every aspect of your marketing and audience development efforts has an effect on your brand.

Your organization must know what this promise is and continually live up to patron expectations. Is the culture of your organization reinforcing the brand promise?

This workshop will feature Case Studies and Group Break-Out Sessions to begin work on key phases of branding for your organization.

Workshop objectives and take-aways:
•    An overview of marketing trends in the nonprofit sector
•    Review of key principals of brand differentiation
•    Review of brand building methodology
•    Sharing methods of market assessment to arrive at a stronger brand positioning
•    Discussing the role and importance of marketing planning

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Julia M. Brady, Vice President, Lipman Hearne
Julia Brady is a marketing professional with extensive experience working with nonprofit and for-profit organizations. Her career experience includes significant brand development and marketing communications expertise, having conducted brand identity studies, managed national PR initiatives, developed award-winning advertising campaigns, and created marketing plans for a broad spectrum of products and service organizations.

Since joining Lipman Hearne, Julia has led several client teams on branding and marketing strategy development initiatives including organizations such as The University of Chicago Graduate School of Business, The College Board YES Scholars Competition, and The Orthopaedic Research and Education Foundation. Prior to joining Lipman Hearne, Julia was a senior marketing manager on the Gatorade brand at PepsiCo Beverages and Foods in Chicago. During her tenure at PepsiCo, Julia led growth initiatives for a number of brands, including Gatorade, Quaker Oatmeal, and Cap’n Crunch.

Julia began her career in international marketing and sales, working for Dow Jones Company Inc.’s global division to market The Wall Street Journal’s overseas publications. In addition to her corporate roles, Julia has worked with Junior Achievement, the Ashoka Foundation, the Coolidge Center for Environmental Leadership, and the Mercy Home for Boys and Girls. Julia also serves on the advisory board for Reading in Motion, an arts-based literacy program which was a past Arts & Business Council of Chicago award winner based on their partnership with Quaker Oats. Julia received her bachelor’s degree in political science from Tufts University and her M.B.A. in marketing and business policy from the University of Chicago’s Graduate School of Business.

Jim Hirsch, Executive Director
In August of 2004, the Chicago Sinfonietta named music industry veteran Jim Hirsch as its new Executive Director.

Hirsch most recently served as Vice-President of the Chicago Association for the Performing Arts (CAPA) and Executive Director of the Chicago Theatre, managing a 15-person staff and a theater budget of $4.8 million, from September of 2000 until the Chicago Theatre was sold to a new ownership group in March of 2004.  Prior to his work at CAPA, he was the Executive Director of the Old Town School of Folk Music from 1982 until 2000. During his tenure at Old Town School, the organization became the largest institution of its kind in the country and its budget grew from $300,000 in 1986 to $7 million in 2000. In 1999, Hirsch completed work on a $10.2 million capital campaign that funded the Old Town School’s expansion to the new Chicago Folk Center, a 43,000-square-foot building that the City of Chicago donated to the School, and established a $1 million endowment fund.

In addition to his work for CAPA, Hirsch has served as a grants panelist for the Illinois and Oregon Arts Councils and as a member of NARAS (Grammy) Awards and Nominations committee. He produced a nationally syndicated radio program for NPR and has released three albums. Hirsch has acted as a consultant for a number of arts and social service agencies. He was chosen by Crain’s Chicago Business for their annual 40 Under 40 article that honors Chicago’s up-and-coming business executives under 40 years of age, was named Chicago Arts Entrepreneur of the Year in 1996, and was chosen as one of Chicago Magazine’s Chicagoans of the Year in 1998. He is currently a member of the Board of Directors of the Inspiration Café.

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Host Sponsor:  

  

This program is part of the National Arts Marketing Project, sponsored by American Express.