Welcome to IABC Orange County
Identify, share and apply the world’s most effective communication practices

Know Thy Customer: Using the Power of Research to Achieve Maximum Impact

Research is often a step in the development of a marketing or communications strategy that is overlooked, forgotten, skipped over, sidestepped or simply omitted altogether.  Even seasoned professional communicators and marketers tend to make critical business decisions based either on previous experience or gut feelings. Sometimes, we’re right on target.  But when we’re not, those decisions can cost our companies and clients thousands (or even millions) of dollars!

If you’ve ever found yourself second-guessing the outcomes of your campaigns, it might be time to consider adding a sound research component to your strategy.

On Tuesday, October 14, IABC-OC invites you to join us for our Second Tuesday Luncheon to learn more about how you can develop your own winning research strategy. Angelo Ponzi, Co-Founder, Chief Marketing & Strategy Officer at Strategic Market Intelligence, will share his best practices on research methodologies from various business-to-consumer (B2C) and business-to-business (B2B) clients including Kendall-Jackson Wines, Callaway Coastal Wine, H-E-B Grocery Company, Western Digital and IQMS, a leading developer of manufacturing and enterprise resource planning (ERP) software.

When
Tuesday, October 14, 2014
11:30 AM – 1:00 PM
Where
Scott’s Seafood
3300 Bristol St.
Costa Mesa, California 92626-1806
USA
(714) 979-2400
Costs
IABC Members
$35.00
NAWBO Members
$35.00
Non-member Registration
$45.00
Student (with proof of full-time student status)
$25.00

REGISTER NOW

Aponzi 2About the Speaker
Angelo Ponzi
Co-Founder, Chief Marketing & Strategy Officer
Strategic Market Intelligence
www.strategicmarketintelligence.com

Angelo brings more than 25 years of business experience in sales, marketing, branding, strategic planning and research to Strategic Market Intelligence. His expertise includes developing and directing comprehensive market/product research, branding and communications plans for a variety of business-to-business, consumer, medical, package goods, general retail, fast food, financial and high-tech clients.  He has led both small and large teams at global, national, regional and start-up companies, in addition to leading initiatives at all stages of the product lifecycle, from inception to implementation. Prior to founding Strategic Market Intelligence, he was a senior level business/marketing consultant, a director of client services & business development, and an executive vice president/director of marketing services.

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September 9 – Winning Ideas from OC Corporate Social Responsibility Champions

What does corporate responsibility mean to your organization?
Join us on Tuesday, September 9 for a conversation about corporate social responsibility (CSR) with a panel of executives from pioneering Southern California companies—Chicken of the Sea, Ford Motor Company, Earth Friendly Products and Sempra Energy.

Tyler Wagner from Think Parallax will lead the conversation to share experiences in developing a company’s culture around giving, environmental responsibility, program development, and employee engagement.

We also invite you to participate in the IABC/OC 9/11 National Day of Service tribute activity.  IABC is pleased to partner with Habitat for Humanity of Orange County as we create welcome baskets for families who recently secured a Habitat OC home. Your contribution to the welcome baskets is appreciated. You may bring your items to the meeting and we will provide them directly to Habitat.  Learn more about the families and their needed items.

Bring your questions and learn how to help develop an organization’s positive impact through its activities involving the environment, communities and stakeholders.

Where
Scott’s Seafood
3300 Bristol St.,
Costa Mesa, CA 92626-1806
Get Directions

Cost
IABC Members: $35.00
NAWBO Members: $35.00
Non-member Registration: $45.00
Student (with proof of full-time student status): $25.00

Register Now

Our Guest Panel
Tyler WagnerTyler Wagner– Moderator Account Strategist, Think Parallax
As an Account Strategist at Think Parallax (a full-service creative agency located in Encinitas) Tyler is passionate about “building brands with purpose.” With a wealth of experience in creative strategy, copywriting and design, Tyler enjoys transforming big ideas into tangible results, and sharpening fuzzy concepts into focused messages for clients like International Paper, Hammermill, NextEra Energy, and Qualcomm among others. Originally from Lincoln, Nebraska, he earned his BA from the University of Missouri, Columbia; holds professional certificates in graphic and web design from the Digital Arts Center at UC San Diego; and completed the GRI Certified G4 Sustainability Reporting Course in 2014. Outside the office, Tyler has chronicled his journey as a cancer-survivor on his blog (GoTeamTyler.com) and enjoys spending his free time on his bike, in the great outdoors, or in the kitchen with his wife Natasha and their dog Bernell.

David RozsmanDavid Roszmann Chief Operating Officer, Chicken of the Sea
As chief operating officer, David Roszmann plans and manages all operations for San Diego-based Chicken of the Sea. Prior to joining Chicken of the Sea in 2013, Roszmann was a principal with Boston Consulting Group for seven years, specializing in consumer goods and corporate transformations. His previous experience includes 13 years in the U.S. Air Force as an F-16 fighter pilot. During his Air Force career, he served in a variety of capacities including personal assistant to the Secretary and Deputy Secretary of Defense, deputy command of the U.S. Air Force’s Global Crisis Response Centers, and speechwriter and strategy officer for the Office of the Chief of Staff of the U.S. Air Force. He also was a member of an F-16 air show demonstration team. Roszmann holds a bachelor’s degree from the U.S. Air Force Academy and a master’s degree in Organizational Management from The George Washington University and a master’s in Military Science and Logistics from the U.S. Marine Corps Command and Staff College.

Debra HDebra Hotaling Ford Motor Company
Debra Hotaling leads Ford Motor Company’s communications team in the western United States. Prior to her tenure with Ford, Hotaling was a partner with the public relations firm Fleishman-Hillard specializing in corporate reputation management. She also served as global co-chair for the organization’s sustainability and renewable energy practice group. Earlier, Hotaling headed the communications team for LA-based homebuilder KB Home. During her career, Hotaling has worked as features writer for the Los Angeles Times, was a regular commentator for American Public Media’s “Marketplace” and taught at the University of Southern California while completing a Ph.D. in American literature. Hotaling currently serves on the board of the California Women’s Law Center. She is a fourth generation Southern Californian.

Vivian Panou Director of Special Events and Projects, Earth Friendly Products
Vivian Panou is the director of special events and projects at Earth Friendly Products: the manufacturer of ECOS, the world’s top selling green laundry detergent. In her post, Panou communicates Earth Friendly’s sustainability mission and products with the press, school children, parent groups and professional organizations through live presentations and events. Panou also organizes relationships between the company and non-profit organizations which strive to improve people’s health and that of the environment like Grades of Green, Sustainable Business Council, the National Women’s History Museum, Cystic Fibrosis Association, Autism Hope Alliance, and the Nancy Yeary Women’s Cancer Research Foundation of which she serves on the board of directors. Prior to joining Earth Friendly Products, Panou was a television reporter in Chicago and Greece and today puts “ink to paper” as an online writer for EXAMINER.com. Vivian Panou is fueled to spread the news of leading a sustainable business and life by her two daughters, Katerina, age 10 and Aria, Age 8.

Erich KochErin Koch Corporate Responsibility and Communications Manager, Sempra Energy
Erin Koch is corporate responsibility and communications manager for Sempra Energy, a San Diego-based Fortune 500 energy services holding company whose subsidiaries serve more than 31 million consumers worldwide. Koch writes the company’s annual corporate responsibility report and describes the company’s performance and business approach to a wide range of audiences, from investors and elected officials to employees and community leaders. Before joining Sempra, Koch was director of a PR agency where he worked to support several contentious regional infrastructure projects including an effort to relocate the San Diego International Airport to a military base and a proposal to build a toll road through the edge of a state park in southern Orange County. Koch also served as communications director to a U.S. congressman, field representative to a state assembly member and communications and policy aide to two county supervisors. A graduate of Stanford University, Koch lives in Chula Vista, California with his wife and three children.

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Advanced Reservations
We accept reservations online with credit card payment only. Payment must be received online by credit card at time of reservation.

Student Fee
Students, please provide proof of full-time student status.

Refunds
If you pay online by credit card, we will refund 100% of your registration fees if notice of cancellation is received by the Friday before the event. Due to catering guarantees, no-shows will be billed.

Walk-ins and payment by check
Walk-ins and payments by check are welcome, but must pay an additional $15 at the door. If you are paying by check, please make it payable to IABC-OC.

August 12 – IABC Summer Mixer

Join us on Tuesday, August 12, from 6 p.m. to 9 p.m. for an evening of networking with good food and good friends at the Studio at ROYCE — a fun and funky event space with an eclectic array of decorations, furniture and memorabilia, plus an open-air atrium. It’s the perfect place to spark your creativity!

When:
Tuesday, August 12, 2014
6 p.m. – 9 p.m.

Where:
The Studio at ROYCE
Royce Multimedia Productions
17500 Red Hill Ave., Ste. 160
Irvine, CA 92614

Cost:
IABC & NAWBO Members: $25 with online registration, $35 at the door
Non-Members: $40 with online registration, $50 at the door
Students:* $25 flat fee

REGISTER

Refunds If you pay online by credit card, we will refund 100% of your registration fees if notice of cancellation is received by the Friday before the event.

*Must be a full-time student and will be asked to provide a valid student ID. Students also must be 21 to enter and provide a valid drivers license.

July 8: Second Tuesday Luncheon — Celebrate Our ‘Independents’ with IABC-OC

Creating Winning Partnerships with Solo Practitioners
This July, we’re recognizing the value of independent contractors, solo practitioners, and small services firms. These focused, specialized collaborators make the most of their time and talents helping corporate clients maximize outreach and meet deadline-driven deliverables and objectives—all while doing more with less!

Hear our panel of experts cover the top partnership strategies your company should adopt to gain the most from client–‘independent’ relationships, such as:

  • Determining whether to hire an independent practitioner or employee
  • Keeping the partnership and lines of communication running smoothly
  • Maximizing your ROI with independent contractors

Where
Scott’s Seafood
3300 Bristol St.
Costa Mesa,
California 92626-1806
(714) 979-2400

Get Directions

Cost
IABC Members: $35.00
NAWBO Members: $35.00
Non-member Registration: $45.00
Student (with proof of full-time student status): $25.00

REGISTER NOW

About Our Panel of Experts:
The ‘Independents Day’ Panel will include perspectives from both the solo practitioner and corporate client sides.

Mike MahoneyMike Mahoney
Orange County Copywriters
Mike is an award-winning copywriter and veteran business communicator with 20+ years of agency, client-side and freelance writing experience. He has crafted marketing communications, websites and integrated campaigns for more than 150 B2B and B2C brands, in industries ranging from healthcare and
medical devices to financial services and IT. Mike’s background includes work for many notable local corporations, including Experian, Toshiba, CoreLogic, Ingram Micro, Emulex, First American and Spireon.

Cara StewardCara Stewart
Remarx Media
Cara Stewart is a freelance writer, editor and content strategist with 19 years of experience. Before going solo in 2011, she developed a knack for knowing what clients want while owning and running two successful Orange County PR and marketing agencies. On the flip side, she learned how to hire (and fire)
communications professionals during a six-year stint working client side at the City of Anaheim, Ingram Micro and a tech startup. She cut her teeth as a staff reporter with the Orange County Register in 1995.

Denise DentonDenise Denton
Franchise Services, Inc.
As an assistant vice president of marketing communications, Denise leads the internal and external communications efforts in support of more than 400 franchisees worldwide for Franchise Services, Inc. She is a seasoned marketing professional with experience in all facets of marketing and communications
across a wide range of industries. She holds a Bachelor of Science in Marketing Management from Bentley University. Half of her current content marketing initiatives are being deployed with the help of a team of freelance writers.

Amy BrandaisModerator: Amy Brandais 
Amy The Writer
Amy Brandais, a.k.a. Amy The Writer, is passionate about strategic communications. She believes that any message important enough to be printed, posted, published or pontificated should be meticulously planned, painstakingly developed, and just as carefully delivered—no matter the medium. Amy holds a
Masters in Advertising and Public Relations from Michigan State University and is a three-time Helios winner for writing excellence.

REGISTER

Advanced Reservations We accept reservations online with credit card payment only.

Refunds If you pay online by credit card, we will refund 100% of your registration fees if notice of cancellation is received by the Friday before the event. Due to catering guarantees, no-shows will be billed.

Walk-ins and payment by check Walk-ins and payments by check are welcome, but must pay an additional $15 at the door. If you are paying by check, please make it payable to IABC-OC.