event details
what	Anatomy of a Strategic Marketing Plan: Innovation and Rebranding Dissected
when	November 13, 2007 7:30 am - 11:15 am
where	Gibsons Steakhouse 1028 N. Rush Street *valet available $11
cost	REGULAR RATES Member Rate: $110 Non-Member Rate: $160
register	This event is sold out. Waiting List : (312) 280-0449

Anatomy of a Strategic Marketing Plan: Innovation and Rebranding Dissected

When is it time to rebrand? How will you know? What innovative marketing tactics can you employ in your plan? Where do rebranding and innovation fit within the context of the strategic marketing plan? Anatomy returns for the third time by popular demand, where we’ll examine the components of a successful rebranding strategy.

At this year’s Anatomy event, you’ll learn how to:

• Weigh the potential risks and rewards associated with innovation and rebranding
• Prepare the way for innovation to take place
• Gain internal buy-in for your plan

Attend this workshop and receive a Strategic Marketing Toolkit on CD-ROM containing the morning's presentations, additional articles, relevant marketing research, and more!

Program Agenda:

Question and answer session to follow each presentation

7:30 am
Doors Open

7:30 – 8:00 am
Networking and American-Style Breakfast

8:00 – 8:10 am
Program Kick-off

8:10 – 8:50 am
Essential Components of a Winning Strategic Marketing Plan
Eve Geroulis, Clinical Professor, Loyola University Chicago, School of Business

8:50 – 9:40 am
Changing the Conversation: How Corona Became King
Peter Krivkovich, President/CEO, Cramer-Krasselt

9:40 – 9:50 am
Break

9:50 – 10:40 am
Marketing and Innovating in a Brave New World
Aaron Smith, Senior Engagement Manager, Prophet

10:40 – 11:10 am
Panel Discussion: Winning Internal Buy-In for Your Strategic Marketing Plan

11:10 – 11:15 am
Program Wrap-up

Speakers

Eve Geroulis

Clinical Professor - Loyola University Chicago, School of Business

Eve Geroulis joined the faculty of Loyola in 2003 after having worked as an advertising executive at Leo Burnett and BBDO & Bayer Bess Vanderwarker. In 1996, she entered the high-tech arena and co-founded MyEventPlans.com in 1999. She has worked across a variety of industries, managing accounts for Quaker Oats, Wrigley, Johnnie Walker Scotch, Primedia and Cox Interactive Media.

Peter Krivkovich

President/CEO - Cramer-Krasselt

Peter Krivkovich first joined Cramer-Krasselt in 1981 and rose to the rank of CEO in 1998. During that time, Cramer-Krasselt became the third-largest independent ad agency in the nation. A long-time advocate of integrated marketing communications, Peter is frequently quoted on the topic of 360-degree programs in publications, including The New York Times, Crain’s, The Chicago Tribune, The Wall Street Journal, AdWeek and Advertising Age. Peter is on the Board of the American Association of Advertising Agencies and the Ad Council.

Aaron Smith

Senior Engagement Manager - Prophet

Aaron Smith has extensive experience helping clients implement market-driven innovation and brand strategies. At Prophet, he specializes in brand positioning and identity development, brand architecture, and brand implementation. He has worked on engagements for leading companies including DuPont, Sara Lee, Kellogg's, Wrigley, IBM, Mead Johnson, TXU, and BP.

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