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More Than A Name: The Power of Event Rebranding

November 8, 2018 @ 11:00 am - 2:00 pm EST


We apologize for the cancellation and will update our

calendar when a new date is confirmed.


Presented by Best in Class Speakers Craig Wood & Neil O’Keefe

Date: November 8, 2018

Location: Greater Columbus Convention Center

Could your event brand benefit from a reboot? We’ll explore how the Data & Marketing Association (DMA) orchestrated a masterful rebranding pivot and achieved growth in attendance and engagement within key segments at their new event: &THEN: The Global Marketing Experience. Participants will come away from this session with a framework for understanding how and when to approach a rebrand. In addition, we’ll share strategies and ideas to help your event reach new levels of success.

Learner Outcomes:

  • Analyze data and audience profiles to build a business case for rebranding.
  • Identify and engage key stakeholder groups to build investment in the initiative.
  • Apply the 6 Rs model ensure event growth and guide continuous improvement.



  • 11:00 am – Registration & Networking
  • 11:45 am – Luncheon
  • 12:30 pm – Presentation
  • 2:00 pm – Program completion and site tour


About our speakers:

Neil O’Keefe is DMA’s SVP, CRM & Member Engagement. As a member of the DMA LeadershipTeam, O’Keefe leads member engagement efforts. This includes managing DMA’s business insights and CRM initiatives as well as DMA Education, Communities and Membership onboarding & retention efforts. Prior to joining DMA, O’Keefe served as the Senior Director, CRM for The Home Depot where he was responsible for developing the strategic approach to customer management and segmentation. O’Keefe implemented new strategies and tactics to increase customer value and engagement. Prior to The Home Depot, O’Keefe served in senior roles with Spiegel Brands, Inc., Hanover Direct, and Regal Greetings & Gifts.

Craig Wood is the Managing Director and Chief Engagement Office at 360 Live Media, a marketing and experience design agency that is transforming how associations, professional societies and companies deliver live brand experiences. A recognized marketing authority and author, Craig has led hundreds of successful client engagements for industry leaders including Starbucks, Sprint, HSN, Chick-fil-A, Walmart and United Way. Craig’s deep industry knowledge stems from two decades’ experience where he successfully launched and built his own consulting company and served more than 250 Fortune 500 companies, offering insights on data-driven marketing, consumer trends and client engagement.

Registration Fees:

PCMA POWER Chapter Member: $35

Non-Member: $45

Student: $10


Thank you to our sponsor!



November 8, 2018
11:00 am - 2:00 pm


Greater Columbus Convention Center
400 N High Street
Columbus, OH 43215 United States
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(614) 827-2500


Registration System URL
Lisa MosesMore Than A Name: The Power of Event Rebranding