The workshop is for better understanding of marketing, promotion, and branding in order to compete at the more strategic level.
The biggest challenge is that many Ukrainians have not had exposure to sophisticated marketing and what it can do for building brands and attracting clients. We haven't seen good examples of Brand Identity and don't know how to do it for us or for our clients (sometimes, we don't even know that we don't know how to do it).
Speaker — Christine Porter Graf, Marketing Consultant, Lviv Convention Bureau, City Hall.
For companies who have grown nicely and want to cross the terrain to the next level of growth and reputation. Targeted to C-level executives and marketing decision makers, for their ability to approve and incorporate new practices. They are willing to walk from biases and look at new standards of marketing, communication, and employee attraction and retention.
09:15 – 10:00 Coffee and Greeting
10:00 – 11:30 MARKETERS DON’T KNOW WHAT TO CALL THEMSELVES
— Advertising Agencies
— Brand Identity Consultants
— Corporate Identity Consultants
Session I: Marketing and Branding U.S. style, marketing as a process, b2b vs. b2c, effective marketing to build sales.
11:30 – 12:00 Coffee Break
12:00 — 13:00 MARKETING DOESN’T WORK
Session II: It doesn’t work in Ukraine now, because Engineers are running Marketing Departments. This leads to feature vs. benefit, push over pull, ineffective written communication. Skill writing code does not mean skill at marketing.
13:00 – 14:30 Lunch
14:30 – 16:00 SO WHAT’S NEXT?
Session III: Human Capital and talent retention is the most important global dialogue in business. You must be bold, open-minded, and willing to be different to be competitive.
16:00 – 16:30 Coffee Break
16:30 – 17:30 ‘THINK DIFFERENT?’
Session IV: ‘Think Different’ is the Apple campaign that changed their brand image forever. You can ‘Think Different’ if you can jump out of your bubble and widen your lens. This is not a daily scrum, but a major strategy shift.
17:30 – 18:00 Wine, Cheese, and Thank you for Coming
Christine Graf is a marketing specialist who worked at large, global Advertising Agencies in New York, such as, Ogilvy & Mather, Grey Worldwide, LINTAS / Interpublic and others.
During 30 years’ experience with world-class clients such as Procter & Gamble, Kraft Foods PR, Hanes Consumer Apparel, and PepsiCo @Wines and Spirits, she launched Oil of Olay in Mexico for Procter & Gamble, introduced the Haneswear collection
for Hanes, grew the Hanes business and profit for 12 consecutive quarters, and many other initiatives. Her expertise in strategic planning and consumer research was and continues to be essential to her success.
Christine came to Ukraine seven years ago as a Peace Corps Volunteer and lived and worked in Kerch, Crimea until February, 2014 when all Peace Corps Volunteers in Ukraine were evacuated after the escalation of Maidan. Christine returned to Ukraine twice with Peace Corps Ukraine, and now works independently at City Hall and more recently with IT companies, including Intellias, Symphony Solutions, and The Gradient.