How to Adapt Your Marketing Now for Beyond the Current Crisis
Pat Heffernan (left) and Karen Wilkinson (right)
Marketing Partners | Marketing-Partners.com
Amid unrelenting uncertainty, effective strategy and messaging are more important than ever, but past patterns are obsolete. We will explore how to adapt your marketing for the future beyond the crisis.
- What’s different (latest trends)
- Why knowing your values and your customers are your most important source of insight
- The key to aligning your messaging and media
- How to engage every potential customer with inclusive language and design
Pat Heffernan is a change strategist, writer, and collaborative thinker-doer who leads the team at Marketing Partners, Inc., a creative firm she established in 1992 to create change through communication for mission-driven businesses, nonprofit organizations, and public agencies. Pat believes in the power of aligned community, was founding president of WBON, and founding president of Vermont Businesses for Social Responsibility.
Karen Wilkinson hails from Australia and has over 20 years’ experience in the design, marketing and advertising industry. She draws on her broad international experience in various agencies, along with running her own business, to bring Marketing Partners’ clients graphic design for effective, creative solutions. Karen is passionate about making a tangible difference in the lives of others.
Attendees will take away a toolkit of specific guidelines and checklists for inclusive language and design for their communication in interpersonal, website, print, and digital contexts.
Government Contracting and Woman-Owned Certifications
Elizabeth Adams (left) and Bonnie Sanders (right)
Vermont Procurement Technical Assistance Center | http://ptac.vermont.gov
Elizabeth has been counseling businesses in Southwestern Vermont on government contracting since 2015. Elizabeth is well versed in all aspects of government procurement but excels with DoD NIST cybersecurity compliance, HUBZone certification and capability statements. She has been in public service for 16 years and graduated from the University of Rochester with a double major in Economics and History.
Bonnie has been working with businesses in Central Vermont since 2018. She spent 12 years in state procurement positions, notably with VTrans and Buildings and General Services. Bonnie previously owned two small businesses and worked in the construction/industrial supplier fields. Bonnie takes a rounded interest in her clients and guides their focus towards steady growth through government contracting.
Interested in Learning How to Sell to the Government? Businesses will learn the basics to compete for contracts with federal, state and local government entities while also learning about socio-economic small business programs, including woman-owned certifications, that may provide an advantage when competing for federal contracts.
Discussion topics include:
- Marketing your small business to the government
- How to locate bid opportunities
- Socio-economic small business programs
- State and federal woman-owned certifications
How to Use your Story to Drive Connection (and Revenue)
Root Marketing | Rootmktg.com
Heather is Principal and Founder of Root Marketing, a firm that specializes in connecting businesses with their target audience. She uses her 20+ years of online and product marketing experience to create engaging content that helps small and micro businesses make a greater impact. When she’s not negotiating with her feisty tween or rescue pup, Heather enjoys a good cup of coffee, glass of wine and spending time outdoors (not necessarily in that order).
While “story” might be a recent addition to the business buzzword lexicon, storytelling is anything but new. If you struggle with how to incorporate story into your marketing strategy or still aren’t sold on the value of doing it, this session is for you. Attendees will learn how to discover their story, package it in a way that connects with their target audience and use it to drive revenue.
Attendees will leave with:
- an understanding of how effective use of story can help grow revenue,
- a formula for uncovering their story, and
- tips for how to use it to connect with their target audience.