Personal Branding within the Corporate Workplace: Atlanta

Georgia Tech Global Learning Center - 84 Fifth St. NW
Atlanta, GA 30308
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Listen to a sneak peek podcast by Instructors Bernie Borges, Founder and CEO of Find and Convert and Toby Bloomberg, President of Bloomberg Marketing

Personal Branding within the Corporate Workplace Brochure

Your corporate brand is a valuable asset. Today’s employee also has the ability to be recognized as a brand. This is known as personal branding. When employees successfully brand themselves as experts in an industry, both the employee and the employer can achieve measurable benefits.

Personal branding is becoming recognized as a necessary and valuable strategy for professionals across all industries. Businesses that support employees developing a strong personal brand achieve multiple benefits. This workshop will provide insights and examples from professionals across many industries who have enjoyed significant career achievements while adding tangible brand value to their employer.

Internally the employer benefits from;

- Industry knowledge transfer which may decrease training costs

- Trend identification which may present new product development and
   sales opportunities

- Stronger collaboration with subject matter experts which may increase
  logistic efficiencies

- Increased leadership development which may decrease recruitment
  acquisition costs

- Improved brand perception which can positively affect marketing goals
  and improve recruiting by becoming a more desirable employer within
  your industry segment

- Employees can serve as brand champions increasing visibility within
  your industry and building important relationships with customers,
  prospects and industry influencers

The employee benefits from;

- Increased self esteem, peer recognition and in some cases industry
  notoriety

- Internally, the employee has a unique opportunity to share industry
  information and knowledge with colleagues

- The shared brand equity has a multiplier effect on the employer and
  the employee

- Future leaders within an organization can be identified and groomed
  based in part on personal branding results

Organizations that place a value on encouraging personal branding have found it strengthens corporate branding both internally and externally. However, often there is a learning curve for both parties: the employer and the employee. The employer’s learning curve is usually associated with encouragement and enablement of the employee to build personal brand. The employee’s learning curve is usually associated with strategies on how to build a professional, personal brand that while it aligns with corporate values, is authentic.

Learning Objectives

  • Understand the mutual value of personal branding to the employee and the employer.
  • Explore best practices in building a personal brand.
  • Minimize risk and common mistakes in building personal brand.
  • Understand how to make time for professional social networking to build a personal brand.
  • Develop an appreciation of the importance of a content strategy to build a personal brand.
  • Understand why it’s important to develop (both) professional and social credibility.
  • Learn techniques on how to develop influential connections online.
  • Learn how to leverage offline networking.
  • Understand tactics of how to take online connections offline for the payoff in corporate branding.
  • Explore why monetizing your personal brand benefits your employer.
  • Understanding the role of social networks: Twitter, LinkedIn, Google+, Facebook in building a personal brand.
  • Discover how to leverage blogs and internal intranets to share knowledge and reinforce thought leadership positioning.

Who Should Attend?
This program is for mid and upper level managers of organizations (for-profit and nonprofit) seeking to gain in-depth strategies to build personal brand for mutual gain between the executive and the employer. During the workshop we'll discuss how your personal brand aligns with that of your organization. Attendees should be prepared to discuss their company's brand promise and brand values. Professionals across all industries will gain valuable insights into personal branding strategies that can have a significant impact on personal and corporate branding objectives.

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Bernie Borges
Schedule

Day One
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

I.          Introductions
II.          What is Branding
III.          What is Personal Branding
      a.      Difference/Similarities Between Branding
      b.      Why it is Important in a Digital Age
      c.      Integration with Company PR and Marketing Communications
IV.              Personal Branding Within the Organization
     a.      How Does it Differ/Similar to “Traditional” Personal Branding
i.     Your Goals
ii.     Your Organization’s Benefits
iii.     Internal Branding
     b.      Creating Value 
 i.     Sharing Knowledge
ii.     Networking
    c.      Creating Awareness
i.     Finding your Niche
ii.     Developing Confidence
iii.     Defining your Strategy
    d.      Managing the Brand Called You
i.     Offline and online
V.               Personal Branding Outside of the Organization
    a.      How does it Differ/Similar to “Traditional” Personal Branding
    b.      Creating Value
    c.      Creating Awareness
    d.      Managing the Brand called You

Day Two
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

VI.              Develop the Brand Called You
    a.      Exercise
VII.            The Tools for Building Your Content Assets
VIII.          Challenges
    a.      Selling-in
    b.      Don’t Lose Talent – Develop it
IX.              Leveraging Beyond Social Media Tools
X.                Talent Management
    a.      Selecting Talent
    b.      Managing Self-Appointed Brand Representation
    c.      Supporting Personal Brands
    d.      Damage Control
    e.      Refereeing Internal Strife among Personal Brands
    f.       When a Staffer Becomes More Famous than C Level Execs
XI.              In the Trenches

Registration is not available at this time.
Conference Center Location
Georgia Tech Global Learning Center
84 Fifth St. NW
Atlanta, Georgia 30308
Phone: 1 404.385.6203
Fax: 1 404.385.1408
www.gatechcenter.com

Located in Midtown Atlanta, the Georgia Tech Global Learning Center is a professional meeting and learning facility ideal for corporate meetings, conferences, and seminars.  The center features more than 32,000 square feet of meeting space, including a wireless environment.

Recommended Hotels

Georgia Tech Hotel
800 Spring St.
Atlanta, GA 30308
1 800.706.BUZZ (2899)
http://www.gatechhotel.com/
The
hotel has limited availability during the week. Call early to book your room. 

Regency Suites Hotel
975 W. Peachtree St. N.W.
Atlanta, GA 30309
Reservations:  1 404.876.5003
http://www.regencysuites.com/

The Regency Suites is located directly on the Tech Trolley Line, a free shuttle service.  Board the trolley on the south side of the Midtown MARTA Station. The trolley’s first stop is directly across the street from the Georgia Tech Global Learning Center.

Renaissance Atlanta Downtown Hotel
590 W. Peachtree St. N.W.
Atlanta, GA 30308
Reservations:  1 404.881.6000
http://www.marriott.com/hotels/travel/atlbr-renaissance-atlanta-hotel-downtown/

The remodeled Renaissance Atlanta Downtown Hotel is a three-block walk to the Georgia Tech Global Learning Center.

Georgian Terrace
659 Peachtree St.
Atlanta, GA 30308
Reservations:  1 800.651.2316
1 404.897.1991
http://www.thegeorgianterrace.com/

The Georgia Terrace is located about four blocks from the Georgia Tech Global Learning Center. 

Area Attractions, Events & Tourism
Please visit http://www.atlanta.net/ for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

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 Meeting Services Department, 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.

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 8 a.m. - 6 p.m. CST 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.

Rental Car

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama
or
call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save:
http://www.enterprise.com/car_rental/deeplinkmap.do?bid=002&cust=AMA7745&cm_mmc=AMA-_-Discount-_-AMA7745-_-null
Pick-up
and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com. 
To make a reservation online click here:
https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama
or
call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

Directions
Georgia Tech Global Learning Center is conveniently located in Midtown Atlanta at the intersection of Fifth and Spring streets in Technology Square, right off Interstate 85/75.

Using MARTA
Simply take a north-south train to the Midtown MARTA station. Then catch the free Tech Trolley on the Peachtree Place station exit. We're the first stop before the trolley enters the main Georgia Tech campus. Cross the street, go through the courtyard to enter the Center. The trolley
runs every six minutes from 7:30 a.m. until 7 p.m. Monday through Friday during fall and spring semesters. For more trolley information, visit www.parking.gatech.edu then follow the Tech Trolley link.

Directions From the North Avenue MARTA station: Head north on West Peachtree Street until you reach Fifth Street. Turn left onto Fifth Street and go one block. Cross Spring Street at the pedestrian crossing. You will pass the Georgia Tech Hotel and retail shops until you reach the courtyard. Turn left, go through the courtyard to enter the Georgia Tech Global Learning Center.

Driving
From the Atlanta Hartsfield Jackson Airport ATL or south Atlanta (Interstate 85/75 north): Take Interstate 85/75 north to the 10th/14th Street exit (Number 250). Continue straight for .1 mile on Williams Street and turn right onto 10th Street. Travel .1 mile and turn right onto Spring Street. Travel approximately .4 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed a half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.

From northeast or northwest Atlanta (Interstate 85/75 south)*: Take Interstate 85/75 south to the Techwood Drive/14th Street/10th Street exit (Number 84). Turn left on 14th Street. Travel .2 mile and turn right on Spring Street. Travel about .7 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.
*If you are coming from north Atlanta, take Georgia 400 south to Interstate 85/75.

 From east or west of Atlanta (Interstate 20): Take Interstate 20 to Interstate 85/75 north to the 10th/14th Street exit (Number 250). Continue straight for .1 mile on Williams Street and turn right onto 10th Street. Travel .1 mile and turn right onto Spring Street. Travel approximately .4 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed a half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center. 

Taxicabs
A taxicab to Midtown will cost approximately $30.00-$40.00 from Hartsfield-Jackson Atlanta International Airport, depending on the number of passengers.

Parking
Finding a close and convenient parking space is easy. The Technology Square parking deck, attached to the Center, is accessible from Spring Street. Hourly rates range from $1.50 for less than an hour to $10 for the day. Rates are subject to change without notice.

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