Programs & Involvement

Professional Development

 

The Business Workshop Series caters to firms at all stages of development, offering practical tools for enhancing overall performance, streamlining business operations, building your professional network, and increasing your organization's bottom line. Recognized leaders and member firms guide these interactive panel discussions targeted to growing small and mid-sized businesses*.

* Member firms receive two tickets for admission to each workshop. Additional tickets can be purchased at the $50 member rate, or $75 non-member rate. This program is capped at 100 attendees.

2009 Business Workshop Series:


Building and Maintaining Strategic Relationships

Lyles Carr, Senior Vice President of The McCormick Group, Inc. and Hilary Fordwich, President of Strelmark, LLC, partnered again to present principles for strategic networking as well as tenets for building lasting professional relationships. Communication, candor and competence play major roles in establishing rapport, especially in a tighter market. Both presenters encouraged the importance of listening, asking questions, making your conversation memorable, delivering on promises and giving first to develop an authentic connection that builds trust.  
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The Business Case for Social Media

Over 90 participants attended this interactive discussion exploring various forms of social media, with real time examples of tools like Facebook, Twitter and Technorati, and their roles in enhancing communication, branding, and marketing strategies. Expert panelists shared that as the new business focus group, social media now allows consumers, target clients and the community at large to weigh in on an organization's services and issues, whether that firm is driving the conversation or not. As a result, it is vital for firms to proactively engage the discussion to connect with customers, convey transparency and solve problems. Also noted, 35-54 year olds have emerged as the fastest growing demographic of Facebook users (276% growth in six months, sourced by iStrategyLabs), so panelists encouraged specifically dedicating time and exploration at both individual and corporate levels to determine the right strategies for online networking and messaging.
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Panelists:

Recommended Resources/Articles:

Green as a Competitive Advantage

This workshop offered insights for leveraging green initiatives to build brand loyalty, enhance marketability, and retain clients, partners, and employees. Panelists explored green building design standards and methods for compliance as well as the long-term growth strategy of sustainability for workforce health and performance.

Panelists:

Effective Communication and Messaging

This workshop identified techniques for strategic communications, focusing on tips for enhancing your firm's core message to connect with your audience, from clients to media. Judy Kirpich, Principal, CEO, Grafik Marketing Communications, explored keys to developing a messaging strategy to maintain a strong, consistent brand identity, such as using taglines, social media and even humor in ways that reinforce your corporate culture and mission, product or services. Tony Bullock, Executive Vice President, Public Affairs, Ogilvy Public Relations Worldwide, provided practical tools for message crafting when engaging media: always prepare in advance; anticipate difficult questions; know the news outlet's focus and primary audience, etc. Download Presentation>>

Panelists:

  • Tony Bullock, Executive Vice President, Public Affairs, Ogilvy Public Relations Worldwide
  • Judy Kirpich, Principal, CEO, Grafik Marketing Communications

Recruiting and Hiring Top Talent in Today’s Economy

To an audience of recruiters and human resources specialists, expert panelists Kevin McNerney, Managing Director, North America Technology & Global Professional Services Markets, Korn/Ferry International, and Kristen Piersol-Stockton, Associate Director, Workplace Solutions, KPMG LLP Mid-Atlantic, offered strategic principals to securing and motivating top talent. Build a mentoring culture, offer opportunities for professional development, ensure recruiters are knowledgeable of internal programming and regularly seek employee feedback through surveys and open forums prove to be effective methods for retaining talent and enhancing workforce productivity. Download Presentation>>

 

2008 Business Workshop Series:

 

Greening Your Business - February 14

More than 100 people attended the launch of the Business Workshop Series to learn diverse ways to green their firms: through practical recycling initiatives, water and energy conservation, clean energy use, green roofing, LEED certification and green building design. Through short-term and long-term strategies, panelists highlighted that going green can lead to a healthier, more productive workforce and bring savings of up to 15-30%. Greening boosts branding too - panelists addressed that having a reputation of greener business practices also helps to strengthen company image and enhance bottom line through customer interest.
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Panelists: Anca Novacovici, President, Eco-Coach; Charles Segerman, CEO, Clean Currents, LLC; Sheila Hogan, Executive Director, DC Greenworks; David Haresign, Partner, Bonstra Haresign Architects.

On the Map: Creating Recognition for Your Firm in Greater Washington - March 12
In this dynamic workshop, a panel of communications experts identified how clear messaging and strong media relations help to establish regional and industry presence. Tate Linden, Principal of Stokefire, shared keys to developing an effective, consistent brand that resonates with target markets and distinguishes a growing firm from its competitors. Robert Tappan, President of Weber Merritt Public Affairs, offered practical insight for crafting a press kit and utilizing social media for increased exposure to diverse markets. Lastly, reporter for The Washington Post, Neil Irwin, emphasized the importance of and keys to building and maintaining relationships with media contacts.
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It’s Who You Know: Building and Maintaining Strategic Relationships - April 15
Hilary Bruggen Fordwich, President of Strelmark, LLC, and W. Lyles Carr III, Senior Vice President of The McCormick Group, Inc. shared strategic principles for networking and establishing meaningful business relationships.  Meeting the needs of others, becoming involved in community organizations and building authentic relationships by getting to know individuals and firms all lend to better business and stronger connections.  Both also emphasized the importance of following up with contacts and making networking part of one's lifestyle and not merely a business tool.
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Creating a Teaming Culture: Partnering with a Federal Government Contractor - May 7
Business development officers from two of Greater Washington’s leading federal government contracting firms – Oberon Associates, Inc. and Science Applications International Corporation (SAIC) – partnered to deliver actionable strategies for small businesses looking to team with primes in this practical workshop. Randy Brooks, Vice President of Oberon Associates, Inc., shared the best practices and tips for marketing to primes that have launched his firm from small business status to a growing, multi-billion dollar firm and Washington Technology’s reigning #1 Fastest 50 awardee. Rick Jackson, Vice President and Deputy for Program Support of SAIC, highlighted SAIC’s procurement trends as well as shared principles for working with the prime, such as building relationships with key contacts and customers, highlighting specific capabilities when marketing your firm, and staying informed of upcoming RFPs.
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Corporate Social Responsibility: Becoming a Triple Bottom Line Firm - June 11
Bringing together a wide range of seasoned perspectives and resources, this panel identified current trends in corporate social responsibility (CSR) from a regional, national and global context as it relates to area businesses. Beginning with an overview of the history and impact of CSR initiatives across industry sectors, panelists highlighted tangible examples of how CSR can benefit diverse community organizations and ultimately, lead to a return on investment through: a retained and motivated workforce, improved stakeholder loyalty and strengthened brand value. Panelists also shared practical tips for building and sustaining a CSR program through best practices and corporate philanthropy that connect to one’s overall mission.
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Panelists: Bennett Freeman, Senior Vice President Social Research and Policy, Calvert; Greg Diamond, Managing Partner, Clovis; and Katy Moore, Membership Services Manager, Washington Regional Association of Grantmakers.
Moderator: Siobhan Canty, President & CEO, Greater DC Cares.

 

Telling Your Story: Presentation Skills to Help Grow Your Business- July 9

Through a distinguished lineup of presenters, attendees discovered how storytelling can be one of the most powerful ways to engage an audience and communicate a message. Susan Peterson and Jan Fox, The Communication Center, explored how stories convey information that audiences remember and relate to, demonstrate organizational values and lessons learned, create and reinforce vision and ultimately, generate ROI. Deborah Marriott Harrison, Marriott International, Inc., Teresa Klaassen, Sunrise Senior Living, Inc., and Jeff Porro, Porro Associates, LLC, shared founding stories and compelling examples of staff leadership, illustrating how stories can be effective tools for forming personal connections between speakers and their audiences.

 

Introduction to Continuity of Operations Planning: Basic Elements of Emergency Preparedness - September 17

Tailored for the private sector, this seminar identified key principles for developing and executing Continuity of Operations (COOP) plans for all types of emergency. Defining basic elements of COOP, Alexandra Podolny, J.D., Associate Director of Policy and Training, University of Maryland's Center for Health and Homeland Security (CHHS) explored proactive steps for emergency preparedness: determine essential functions within a firm; establish delegations of authority among personnel and orders of succession for decision making; secure alternative work-sites and methods of telecommunication; identify and protect vital records, systems and equipment. Businesses are encouraged to also regularly test COOP plans to ensure employees know roles and to confirm the effectiveness of plan.
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Winning Sales Principles - October 8

Through several interactive exercises, Jason Pappas, Principal and Co-Founder of entreQuest, helped participants consider sustainable sales methods through developing mindset, or organizational culture that rewards effective communication as performance. He challenged traditional techniques for closing deals and meeting quota, which focus more heavily on processes, and encouraged attendees to redefine sales as building relationships and listening for client needs. He also offered practical tips, such as asking specific questions and maintaining a journal of conversations with clients and prospects.

Marketing to Primes - November 19

Hosted by Booz Allen Hamilton (BAH), this workshop provided a broad overview of the firm's procurement trends, partnering opportunities and recommendations for marketing as a subcontractor or prime, particularly in the federal healthcare market. Presenters stressed that the key to gaining the attention of large contractors is to tailor marketing for target client and emphasize distinguishing capabilities. Also, leverage strategic relationships with large business partners through membership organizations and community involvement. Small business attendees were encouraged to register and stay current on BAH's online database, which is regularly accessed throughout the firm's 20,000 employees when searching out program partners.
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Presenters: Diane Marsden, Manager, Small Business Office; Craig Starnes, Principal; Beth Meagher, Senior Associate, Healthcare; Charlie Givans, Director for Operations.

 

For sponsorship opportunities with the Business Workshop Series, contact Cheryl Platt.

For information about the Business Workshop Series, contact Nicole Tarnogursky.

 

 

 

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