Brand evolution is critical to maintaining relevance with the changing demographics of our customer bases. Market research shows that millennials increasingly gravitate towards purpose-driven brands.

Given the collective purchasing power of this rising generation, brands must show up in a way that both inspires good and compels audiences to take actions that will help meet business goals.

Communicating about a mission and generating revenue can often seem like competing organizational priorities, especially as an admission-based cultural institution. Join Emma Wesoloski, Director of Marketing Programs, and Nabila Chami, Director of Brand Strategy, at the National Aquarium for a candid discussion about how to create integrated, reputation-advancing campaigns that can help an organization bridge the gap between—and ultimately achieve—both mission and business goals.

Key Takeaways

• Discuss how purpose-driven work builds long-term brand affinity among millennials
• Learn how to build the foundation for an impactful brand
• Understand how to integrate core brand elements and an optimized, multi-channel approach to generate results

Many thanks to our event partner, National Aquarium!

Event Details
Thursday, November 29, 2018 | 8:00 – 10:00 am
National Aquarium | 501 E. Pratt Street | Baltimore, MD 21202

Event Schedule
8:00 – 8:30 am | Registration and Networking
8:30 – 9:30 am | Presentation and Q&A
9:30 – 10:00 am | Networking

Meet the Presenters

Emma Wesoloski
Director of Marketing Programs, National Aquarium
As the National Aquarium’s Director of Marketing Programs, Emma leads marketing efforts to drive attendance and revenue for the organization as well as to enhance the organization’s brand within the community. Emma has been working in both the tourism industry and the nonprofit sector for over ten years, having worked at some of Baltimore’s other notable nonprofit attractions, like the Maryland Science Center and Port Discovery Children’s Museum prior to bringing her skills to the National Aquarium. Emma leads the Aquarium’s paid media strategy and most recently led an extensive RFQ process to find a new agency partner to help the Aquarium develop a new integrated campaign that would achieve brand alignment between the Aquarium’s owned and paid channels as well as drive attendance and revenue. The Water is Calling launched in June 2018 and successfully bolstered the Aquarium’s peak summer season.

Nabila Chami
Director of Brand Strategy, National Aquarium
In her current role as the National Aquarium’s Director of Brand Strategy, Nabila works to connect millions online with the important work the Aquarium’s dedicated staff and volunteers are doing to change the way humanity views and cares for our ocean planet. Her team achieves this by leveraging impactful storytelling campaigns to drive brand affinity and build community between online audiences. The Aquarium’s latest content campaign, Empowerment Through Experience, is a four-part video series that highlights how the Aquarium brings Baltimore city students to a diverse array of ecosystems across the United States in an effort to inspire them to pursue STEM education. Before entering the nonprofit world, Nabila worked to establish social media presences for ABC and CBS radio affiliates in Washington, DC. Nabila has a Bachelor of Arts degree in Journalism from American University.

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