Building Back Virginia: Ensuring Brand Resilience in the Era of Coronavirus

When:  Jun 17, 2020 from 1:00 PM to 2:00 PM (ET)
Associated with  AFP VA, Central Chapter
Everyone knows that Virginia is for Lovers. But the COVID-19 pandemic has changed every aspect of Virginians’ day-to-day lives: how we work, how we learn, how we consume media, how we spend money and our attitudes about the future. How can brands and fundraisers connect with Virginians in a way that feels authentic and relevant when their worlds have been turned upside down?

To find out, Elevation conducted two bodies of research--polling the commonwealth’s consumers, as well as senior business leaders of both for-profit and not-for-profit organizations in Virginia. With these two snapshots, Elevation uncovered insights that help us to understand how our world is changing and how brands and businesses must adapt to ensure a sustainable future.

Join Carol Williams and Emily Bosket from Elevation Advertising for a discussion on how Virginia’s consumers and business leaders are managing amid the crisis and how we can move forward, together. In this session, you will learn:

1. What the commonwealth’s consumers are thinking and feeling and how the crisis is shifting attitudes, spending behaviors and charitable giving, media consumption habits and brand expectations.
2. How for-profit and not-for-profit business leaders in Virginia are navigating the crisis and how they intend to pivot business efforts in the future.
3. What steps you can take to deliver value to the people and communities you serve, reposition your brand and clarity of purpose and set yourself up for successful fundraising.

Carol Anne Williams, Director of Account Planning, Elevation Advertising
An expert in brand marketing and consumer research, Carol has been helping organizations elevate their brands for nearly 20 years. As Director of Account Planning at Elevation, Carol marries strategic positioning and sound creative, managing successful campaigns for organizations like Virginia Credit Union, Smithfield, Virginia Green, Lewis Ginter Botanical Garden, the Children’s Museum of Richmond, and many more.

Carol began her career at The Martin Agency in client management, later leading research accounts for a wide range of local and national clients at Brooks Adams Research. Working client-side at Swedish Match North America, Carol worked in market research, eventually transitioning into brand management, where she led the creative and strategic development for key marketing and sales programs. Carol has a Bachelor of Business Administration from William & Mary. She lives in Richmond with her husband Todd, daughter Anna Jane, and stepdaughters Sydney and Kaitlyn.

Emily Bosket, Account Planner, Elevation Advertising
A marketer and fundraiser, Emily has expertise in working with mission-driven brands to solve business problems. Prior to joining Elevation’s strategy team, she worked in increasingly complex roles in not-for-profit organizations in Washington, DC—including the National Trust for Historic Preservation, George Washington’s Mount Vernon and the Smithsonian Institution.

As an Account Planner at Elevation, Emily uncovers consumer insights to build brands and businesses. Working across industries and sectors, current clients include Donate Life, Lewis Ginter Botanical Gardens, Evergreen Enterprises, St. Christopher’s School and Thomas Jefferson’s Poplar Forest, among others.

Emily holds an MBA from William & Mary and an undergraduate degree in History and French from Bucknell University. She lives in Richmond with her husband, Jamie, and their new puppy, George Washington.


Ashley Landes