Summary
The KEEN vision is to be an outdoor brand that delivers industry-changing, high-quality products for all outdoor enthusiasts, and to demonstrate integrity and leadership, especially on social and environmental commitments, while promoting a more inclusive outdoors community.

In September of 2007 KEEN introduced their KEEN HYBRID.STAND branding campaign.

The campaign is an innovative initiative designed to inspire and empower people who are passionate, active and involved – or want to become involved – with making a difference around sustainability.

Hybrid.STAND includes three major components:

· The STAND online contest

· Documentary film

· 50 college campus tour

The campaign culminates at the Hybrid.STAND Festival in Portland, Oregon in June 2008, during which KEEN will announce the STAND contest winners.

At this workshop you will learn about:

• The History of KEEN
• The brand positioning of KEEN
• Creative approach for the STAND campaign

We will share a case study of the execution and messaging vehicles for the STAND campaign and the goals and objectives of the initiative.

Presenters
Bobbie Parisi, Vice President of Marketing at KEEN, Inc., the outdoor performance footwear, sock and bag company, has more than 25 years of leadership experience and passion for building global brands.

Parisi is regarded by her peers as a savvy brand strategist and marketer. Her passion for creativity and innovative brand programs have contributed to the growth and development of KEEN over the past 2 years. She has been the driving force behind the brand’s Hybrid.Life positioning and “STAND”, a consumer program focused on inspiring consumers to become more personally involved with sustainability. The “STAND” program has generated significant media attention and consumer involvement.

Parisi's career began in the wine and spirits industry where she spent 12 years working on such well known brands as Jose Cuervo and Smirnoff Vodka. It was her work with Jose Cuervo that got her recognition as one of Brandweek’s “Marketing’s Most Wanted” for the development of “Cuervo Nation,” an integrated marketing program.

Prior to joining KEEN, Parisi was Global Marketing Director and Board Member for four years at Doc Martens, working in both Oregon and England. She began her footwear career at Nike as Global Marketing Director for Nike ACG, the company’s outdoor performance brand.

Bobbie is an avid skier and enjoys hiking, traveling and snow shoeing.

Erika Bruhn's career and passion is developing brand communications for lifestyle brands with a commitment to sustainability and social responsibility. With over ten years of experience in the outdoor industry and most recently as Marketing Manager for KEEN, Inc., Erika has worked on developing new product launches, consumer communications, brand initiatives and large-scale campaigns that have enduring loyalty. Her current projects include Hybrid.Pedal, a 900-mile cycling event benefiting The Conservation Alliance and Hybrid.STAND, a large-scale brand campaign promoting ideas and awareness around sustainability.

Katja Asaro's 17 year career has been devoted to the live events industry and encompasses large scale live events including multiple city road shows, international product launches and sales meetings, and even the 2001 International Techno Music Awards.

Katja is active in national and international industry associations such as American Marketing Association and Meeting Planners International. She speaks regularly to business and industry audiences.

With her diverse background in developing domestic and international events, Katja brings insight into a constantly changing industry.

She is a passionate spokesperson for Henry V Events, a communications agency specializing in live events and experience marketing.

Pricing:

• Member: Early Bird (Before 11/09) $25
• Member: $30
• NonMember: Early Bird (Before 11/09) $40
• NonMember: $50
• Students - $15

Registration:

I am registering as a:Member (Before 11/09) $25Member $30NonMember (Before 11/09) $40NonMember $50Student $15