Professional Services Marketing - Turning Regulations into Captivation - 2018 - Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
4/24/2018 8:30 AM - 4/24/2018 5:00 PM
Register before 3/25/2018 11:59 PM for early registration fee

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Turning Regulations into Captivation


How to create and manage winning brands for professional service companies

Top shelf professional services marketing involves many unique dimensions. It’s a crowded field with very little differentiation; customers of professional services are plagued with buyer uncertainty; professional services firms must show experience in an authentic and powerful way because their customers look for a demonstration of experience as a primary decision driver; and many professional services firms require their non-marketing staff to participate in the business development, necessitating an internal brand plan that everyone (not just the marketing department) can use.

This workshop will help those performing marketing functions in professional services firms as well as agencies and consultants who offer services to professional services firms a focused day to explore these unique challenges.

 

Learn

  • Understand how to construct an eight dimension professional services brand strategy.
    • Tease out the differences in customer-facing brand strategies and internal-facing ones.
  • Learn the realities of buyer uncertainty.
    • Understand what this means for your firm’s website.
      • ​Content
      • SEO
  • Understand the six dimensions of a brand management plan.
  • Learn the power of customer personas.
  • Learn how a brand can facilitate speed-to- trust for better business development.
  • Understand what makes a winning testimonial.
  • Pull away the mystery-curtain from video.
  • Challenge your content management assumptions.
  • Learn why internal brand engagement is critical in professional services settings.

Takeaways

  • Create one of two brand positioning visualizations for your firm.
  • Workshop a positioning statement with peers in the course.
  • Outline a customer persona.
  • Outline a best-practices testimonial for your firm.
  • Take away a powerful brand strategy metaphor that anyone in your firm can understand and use.

See Full Agenda >>


Instructor

Aaron Templer​
Owner, Aaron Templer LLC

Aaron Templer is a 22-year integrated marketing communications professional, experienced in creating and managing brands across many industries including professional services. His marketing consultancy is in its ninth year and is undergoing a rebrand of its own. He is a past president of Colorado’s American Marketing Association and a volunteer leader for the American Marketing Association’s Professional Chapters Council: past-presidents from award winning AMA chapters serving global AMA chapters through mentorship of leaders and providing resources to empower member service.  Aaron is also an occasional adjunct professor in Denver-area universities and is an active musician in the Denver-area music and arts scene. For more information:  aarontempler.com | LinkedIn

Who Should Attend

  • In-house professional services marketers in:
    • Law firms
    • Accounting firms
    • Financial services firms, professional and personal
    • Dental, medical, and pharmacy offices
    • Architecture and engineering firms
    • ​IT consultants
  • Agencies and consultants who serve the same

Why Attend

If you're a professional services marketer, either in-house or through an agency, and you need to understand the essentials for building and managing meaningful brands in this unique space, this course is for you. You'll leave with the beginnings of plans to put you on your way toward building your or your client's organization's brand management process.

Turning Regulations into Captivation Agenda

8:00 to 8:30am. Registration and Continental 
8:30 am to 5:00pm Program (includes lunch, morning and afternoon breaks) 

Morning

Strategy: Brand strategy essentials

  • Useful ways to articulate a brand position
    • ​Workshop: Gap maps and Venn diagrams
  • Turning the corner to customer-facing messages
  • Avoiding genericide: How to choose meaningful words
    • Workshop: Positioning statement that work
  • Inspiring a shared vision: creating and implementing a plan everyone will use
  • The importance of trust (spoiler alert: it’s everything)
  • A sample brand strategy 

Afternoon

Management: Brand management essentials

  • Getting real about “credence goods”
  • How brand management can increase speed-to-trust
    • Workshop: Customer Personas
  • Essential elements of integrated marketing communications plans
    • Going from regulations to automation to captivation

Key Tactics: Demonstrating experience

  • The importance of demonstrating experience
  • Breaking down the corporate wall
  • Testimonial best practices
    • Workshop: Testimonial outlines
  • Elements of winning testimonials
  • Video that can be actually executed
  • Adding and demonstrating value through content management

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$873.00

$698.00

   

Training Series Location 

One Prudential Plaza - AMA Support Center 
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a five to eight minute walk of some of Chicago's finest hotels. Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (5 Minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (7 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: +1.312.836.0100
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago​
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events
Please visit Choose Chicago for additional city information.

ADA 
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Live Experience Team, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

Tower Travel Management 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Parking Garage
Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience. Located conveniently off of Lower Wacker Drive, visitors enjoy direct access to the parking garage.

Parking Garage Directions
Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhower Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows (subject to change without notice):
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special: $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special: $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)
For more information regarding the Parking Garage, please contact:
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 one way
Airport Shuttle: GO Airport Express
Approximately $36.94 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00 one way
Airport Shuttle: GO Airport Express  
Approximately $31.94 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail 

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