The Four P’s of Personal Branding

Wednesday, October 16, 2013

Time: 11:30am until 1:00pm
Location: TBD

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Whether you are just getting started with building a personal brand or have built a solid foundation, these proven strategic practices will take your personal brand to the next level. Learn the four P’s of personal branding, plus a few awesome tips and tricks for growing a personal brand that resonates with the audience you are trying to reach. Think of this as action-driven personal branding.

Questions Answered

  • What is a personal brand and how does that compare to a digital footprint? Is there a difference?
  • What are two signs that a person’s personal brand needs a makeover?
  • What type of personal brand are you?
  • How does one successfully manage building their personal brand with all their other commitments in life (work, family, clubs, causes)?
  • What’s the difference between owned, earned, and paid media, and how can they each help or hurt someone’s personal brand?
  • What social media platforms can deliver the highest returns (qualitative or quantitative) from a personal and business perspective?

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Casey Knox Bio:

Casey Knox is a Marketing Communications, Social Media, and Public Relations practitioner with more than a decade of experience. Casey has worked for both the agency and corporate side of marketing and has brought measurable success to clients within hospitality, tourism, non-profits, consumer-packaged goods, technology, and financial services industries.

Over the past 5 years, Casey has been building her personal brand network and even helps executives begin and build their digital brands. She does spoken to and led workshops for college students, advertising professionals, international corporations on marketing,

Casey is currently President of the American Advertising Federation Chattanooga- a 75 member advertising industry focused non-profit dedicated to bringing professional development, legislative support, diversity and multiculturalism, creative work recognition, and more to the Chattanooga community.

Find Casey anywhere online by visiting her splash page:


September 19th at VENUE in downtown Johnson City

Join us to interact with the region’s leading journalists and corporate communicators as they discuss how social media plays a role in news gathering, public relations, advertising and our everyday lives.

In the first-of-its-kind panel discussion, our speakers will join in a lively discussion of the pros and cons of our ever-changing communications ecosystem.

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Digital Strategies for Marketing with Gene De Libero


Join us Thursday, August 15th for an in-depth discussion on Digital Strategies for Marketing at BoneFish Grill in Johnson City.

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Gene De Libero is a business-driven marketing exec, digital strategist, and technologist, developing digital businesses and innovative products/services since the mid-80’s. He has served in senior leadership roles in public and private companies, on both the agency and brand side. Gene founded a number of digital media start-ups, including: East Coast MIDI, an early commercial social network for musicians; TxtEdge, a SMS mobile marketing company; and Ambient Media Inc., a developer and owner of digital-out-of-home networks.

Gene is currently the founder and principal at Digital Mindshare Inc., a digital marketing R&D think tank and consultancy in New York. He has also served as an adjunct instructor at New York University’s School of Continuing and Professional Studies since 2000, and currently teaches in the SCPS Marketing and Public Relations program. Gene is co-author of “Strategic Networking”, a definitive text about how computer networks can be used as a tool for learning, communication, and eCommerce, and blogs semi-regularly at

The Art & Science of Content Marketing with John Lane

Heisenberg’s Uncertainty Principle let’s us know that we can’t possibly know both the exact location and the exact velocity of an object. People operate on the same level: Us marketers rarely know both where our audience is going and how fast they’ll get there. Content Marketing is a way to improve your aim and better connect your message with your target audience. But actually making the connection? That’s more art than science. In this session, we’ll look at some case studies of how science and art came together for success.

About John

Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline.

Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, DuPont and CEI.

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Learn more about Centerline Digital


The Future of Media Planning with Crawford Miller

May’s monthly meeting will feature guest speaker Crawford Miller of Centro discussing the rate of change in the media industry and the convergence of social media and traditional media.

How will we define the future in our industry? This discussion will get people thinking about when and how to integrate modern media into their overall strategy.

The luncheon is open to the public and will be held at the Bonefish Grill in Johnson City, on May 23rd beginning at 11:30 a.m. for networking, with lunch from 11:50 a.m. to 1 p.m. Reservations are required. Please RSVP your interest by Tuesday, May 21st.

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This event is free for AAF NETN members, $25 for non-members and $15 for students with a student ID.

2013 Addy Awards Drop-Off Party


Move over New York Avenue, step aside St. James Place, it’s Addy season on Northeast Tennessee Boulevard!

This is your Chance to PASS GO! Slide down to the Pennsylvania Railroad, watch out for the dreaded Income Tax and park your fortunes right here as we call for entries for the 2013 American Advertising Awards.

The American Advertising Awards recognize creative advertising excellence of all forms and from media of all types. The award-of-note of the American Advertising Federation, the ADDY® award, is the only creative awards program administered by the advertising industry for the advertising industry, and is recognized and supported by the 200 member advertising clubs and 15 districts.

To prevent continued NETN entry issues, the NETN deadline has been extended to Wednesday, Jan. 23rd at midnight. Please continue to check the entry website periodically. The drop off party has been rescheduled for Thursday, Jan 24th at Bonefish from 5:30-7:30. You can enter your best work and learn more about the entry process here:

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Single entry fees are $75 for members and $100 for non-members; campaign entry fees are $105 for members and $135 for non-members. Student entries are $25. Deadline for entry is Midnight January 23rd, 2013.

For more information about the drop off party or the 2013 ADDY® awards, contact Drew Beamer at (423) 914-4561 or at

ETSU Student Presentations

ETSU Communications Logo

Here’s your chance to be on the client side of a pitch and offer feedback to ETSU students

December 6th from 11:30am – 1pm at the DoubleTree in Johnson City – RSVP on Facebook

Join us! For the December 6th AAF NETN meeting, we professionals will host ETSU communication students as they present to the club.

There will be three professional presentations by students, each lasting 20 minutes, to attendees as if in a real sales pitch/client situation. Attendees will act as the client. Attendees will be given a score card and will be asked to score each presentation providing feedback and suggestions. After all teams have presented they will collectively open the floor for questions.

Please RSVP by December 4th » RSVP on Facebook or email Sarah Clevinger (

Coats for Kids Social at Gourmet & Company

The American Advertising Federation of Northeast Tennessee is hosting a social event for a great cause to benefit local children in need at Gourmet & Company on October 18, 5:30 to 7:00pm. AAF Northeast Tennessee will provide appetizers and non-alcoholic beverages and asks that attendees bring a coat to donate to Coats for Kids or make a $10 donation in exchange for entry to the social.

Coats for Kids Foundation has been a long time partner of Operation Warm, Inc. Founded on similar principles, both organizations have made it their mission to provide new winter coats to children in need. Across the United States, these organizations run one of the largest coats for kids programs in the country, distributing coats in 37 states. Giving a child a new, or “gently used”, winter coat has a dramatic and measurable impact on a child’s self-esteem, on their participation in school and school activities, and in their ability to learn.

“Every year AAF Northeast Tennessee strives to aid the community through some type of fundraising event. This year we chose to participate in Coats for Kids. It is one of the goals of our organization to give back, and this event allows our members to do just that.” says AAF Northeast Tennessee President Sarah Clevinger. Clevinger adds, “All coats donated at the event will go to help children in need in our region.”

For more information and to RSVP visit our Facebook page or email

Bonnaroo and Gentlemen of the Road Promotions Director to Share Secrets to Success

Jeff Cuellar Head ShotJOHNSON CITY, Tenn. – Jeff Cuellar, the Director of Connectivity for AC Entertainment, the Director of Community Relations for the Bonnaroo Music Festival, the Director of Marketing and Business Development for Great Stage Park, will join AAF Northeast Tennessee to discuss “The Event Experience: It’s more than just putting artists on a stage, it’s about building and engaging a community.” The lunch discussion is open to the public and will be held in the Eastman Board room at the Kingsport Chamber of Commerce in Kingsport starting at 11:30 am on Thursday, September 20.

Cuellar is a graduate of the University of Tennessee, Knoxville. Jeff has been the Community Relations Director for Bonnaroo since 2002 and has actively tried to encourage a positive and open working environment for all of Manchester/Coffee County, Tennessee and Bonnaroo. Since his return to AC, Jeff’s role has morphed from solely new business to marketing director and now most recently Director of Connectivity where his focus is on setting up key relationships for festivals both within host communities as well as business partnerships.

“We are thrilled to bring Jeff here to speak to our community,” says AAF Northeast Tennessee President Sarah Clevinger. “The Gentlemen of the Road event featuring the famed Mumford & Sons band was one of the most successful events our region has hosted and Jeff and AC Entertainment played a large role in its success. I am looking forward to learning the secrets to his success and how he has helped grow such successful revenue making events. Our region’s marketing, tourism and business experts could all learn from his highly successful strategies. It is apart of the mission of the advertising federation to provide advertising education to our region and I know that this session will be invaluable to individuals and businesses alike.”

As the Director of Community Relations for Bonnaroo and Director of Marketing/Business Development for Great Stage Park, Jeff has been instrumental in the development of several programs such as the local organization volunteering, impact zones, charity works, etc. all to ensure the community feels that they are apart of the festival and not just hosts.  To learn more about Jeff Cuellar join AAF Northeast Tennessee for this exclusive lunch and learn event.

The AAF lunch and networking session featuring Jeff Cuellar will begin at 11:30 am. Lunch is free for AAF Northeast Tennessee members, and $25 for non-members. For more information and to RSVP visit

AAF Northeast Tennessee is a chapter of the American Advertising Federation.

Tips & Tricks with Adobe CS6

Thursday, August 23, 2012 from 9:00 AM to 1:00 PM (EDT)

Millenium Centre, Johnson City, TN

Adobe CS6 expert, Kevin Stohlmeyer, a certified Adobe Instructor will join AAF Northeast Tennessee to unveil Adobe CS6 latest capabilities and enhancements. There will be an interactive training session in the morning followed by a tips and tricks networking luncheon. During the morning session Kevin will answer questions and provide insight into utilizing the latest technology to create eye-catching content. The afternoon session will provide additional insights and an opportunity to network. The workshops are open to the public and will be held at The Millennium Centre at 2001 Millennium Place in Johnson City starting at 9am on August 23.Stohlmeyer is a designer specializing in digital images with more than 20 years of experience in the field. He has been teaching professionally since 2000 in higher education and at C2 in Milwaukee. He has been featured in Photoshop User, Layers and Adobe Inspire Magazines and is a guest blogger for Photoshop World Conference. Stohlmeyer speaks to conferences on Creative Suite and design nationwide.“We are thrilled to bring Kevin here to speak to our community,” says AAF Northeast Tennessee President Sarah Clevinger. “So often keynote speakers discuss the business side of marketing and advertising. We have been trying to diversify our speakers this year, and bringing in an Adobe CS6 Expert provides our creative and design experts with the opportunity to fine tune their skills. It is apart of the mission of the advertising federation to provide advertising education to our region and this type of interactive session will be invaluable to individuals and businesses alike.”

Kevin travels the country speaking to groups about digital design and has been integral in helping individuals and businesses make the Adobe CS6 the ultimate tool-kit for success. To learn more about Kevin Stohlmeyer and Adobe CS6, join AAF Northeast Tennessee for this exclusive lunch and learn event.

The AAF interactive training session will run from 9am to 11:30am, the lunch and networking session featuring tips and tricks will begin at 11:30am. Both sessions are open to the public, but reservations are required. Please purchase tickets, or make your lunch reservation online by Friday, August 17 at The morning session and lunch is $125 and $50 for students with a student ID. The lunch only session is $25 for non-AAF members. Advance tickets are available for a discounted price at if purchased by end of day August 1. Lunch is free for AAF Northeast Tennessee members, but online reservations are also required.