Vinnie Polito and Leana Salamah to Speak at PCMA EduCon in Cleveland

June 10-June 13, 2018
Hilton Cleveland Downtown Hotel
100 Lakeside Avenue East
Cleveland, Ohio 15228
PCMA Education Conference

Designing Your Event to Engage and Attract Younger Audience presented by Vinnie Polito, mdg owner and live events specialist.

Tuesday, June 12 | 11:00 AM to 12:00 PM
If you want to launch or grow a health care conference, it is crucial to consider the learning preferences of specific demographic groups. This session will help you increase participation, outcomes and attendance at your next event. In today’s multigenerational health care workforce, millennials have a growing and meaningful footprint in health care organizations. Regardless of the size or budget of your event, this session will provide you with tools you need to engage younger-yet-qualified clinicians of all levels. We’ll explore various ways to engage millennial learners, with a look ahead to Gen Z. And we won’t neglect Baby Boomers.

Learner Outcomes:

  • Discuss market data about millennials representing the largest segment in health care
  • Describe preferences of millennial learners and discover how to engage them at events
  • Explore educational trends for Gen Z that may shape their future event expectations
  • Maximize experience value for current conference participants, primarily Baby Boomers

Vincent Polito

With more than 20 years in senior leadership positions in the industry, Vincent is generally recognized as a content development and execution specialist. During his career, he’s had two international postings, launched events on five continents and developed highly specialized conferences in technology, life sciences and healthcare. Vinnie is also the past Chairman of the International Association of Exhibitions and Events (IAEE).

Walking the Talk presented by Leana Salamah, mdg vice president.

Tuesday, June 12 | 2:00 PM to 3:00 PM
An effective event product stems from the same deep understanding of customer wants and needs that drive the positioning and messaging in an effective marketing campaign. It’s not enough to throw open the doors and hope that your attendees have an experience that lines up with what you’ve promised – today’s event organizers must take responsibility for creating and facilitating opportunities for attendees to live that promise. Accomplishing this means developing a partnership between marketing, sales, programming and operations to ideas and deliver an experience that reinforces the event positioning and delivers on the brand promise.

This session will start with an overview of effective (and not so effective) approaches to developing a compelling event brand promise and then move into an ideation workshop using participants’ events and industry examples to come up with possible on-site experiences that deliver on that position.

Learner Outcomes:

  • Contrast the difference between messaging points and a true brand promise
  • Translate a brand promise into ideas for on-site experiences
  • Describe the roles and responsibilities of various team members in developing brand-driven experiences

Leana Salamah

Growing up, Leana’s passion was theater. With an uncanny ability to get into the heads of diverse personalities and identify their motivations, she seamlessly inhabited characters ranging from Sandra Dee to Lady Macbeth. Today, the skill to identify with various personas fuels her marketing career and helps her quickly and intuitively recognize audience attitudes and needs and develop persuasive brand positioning and messaging to drive demand.

Leana’s formative years were spent at award-winning Chicago B2B agencies. Following a brief foray into “client side” marketing, during which time she oversaw successful marketing and content development for the National Restaurant Association’s annual event, Leana rejoins the agency world with the perspective and insight to become an effective extension of any internal marketing department. Armed with a master’s degree in Integrated Marketing Communications, a passion for data-driven creativity (wait, what?), and a voracious appetite for research and target audience relevancy, she seamlessly integrates strategy, tactics and execution that deliver results.