OCED Training: Marketing & Branding

Join us for OCED Training #8: Marketing & Branding!

This in-person training will cover key marketing topics such as Developing a Marketing Plan, Branding Strategy, Using Data to Make Your Case, and more, featuring expert instructors from across the Marketing and PR spectrum.

Attendees can expect a packed learning schedule consisting of detailed lesson plans, group activities, assignments, quizzes, Q&A, and more.

OCED’s Marketing & Branding course will be held IN PERSON at the Chemeketa Center for Business and Industry in Salem, OR

• Doors open at 7:45 am
• Class begins promptly at 8:15 am and will conclude at 4:30 pm
• Continental breakfast and catered lunch are included!
• Snacks and refreshments provided throughout the day
• Pop Quizzlers and Extra Credit Assignments for special treats and prizes!

ENROLLED OCED STUDENTS:

• Attendance is taken 15-minutes after the start of class and again following the lunch break.
• Complete attendance and timely assignment submissions are required for course credit, as well as full participation in all course activities, Q&A, and group discussions.
• If completed, this training equals eight (8) credit hours toward certification.

COURSE AGENDA

8:00 am - 8:15 am | BREAKFAST & STUDENT CHECK-IN

• Doors open at 7:45 am
• Attendee Check-in Table near classroom entryway
• Students must sign in by initialing the Attendance Clipboard upon arrival
• Create your student nametag using materials provided at Check-in Table
• Breakfast table opens at 8:00 am
• Find a seat and prepare for class

8:15 am - 8:30 am | WELCOME & INTRODUCTIONS (15 mins)

COURSE MODERATOR: Naureen Khan, Marketing & Engagement Manager, SEDCOR | OEDA Conference Planning Committee Member | nkhan@sedcor.com | @naureenakhan

• Class Introductions & Icebreakers
• Housekeeping - Preparing for Today’s Lessons at CCBI
• Overview of Agenda and Course Structure

8:30 am - 8:45 am | 1.0 MARKETING OVERVIEW (15 mins)

INSTRUCTOR: Naureen Khan, Marketing & Engagement Manager, SEDCOR | OEDA Conference Planning Committee Member | nkhan@sedcor.com | @naureenakhan

• What to Expect in today’s course
• Why Communities do Marketing & Branding
• Types of Marketing Media Overview
• Websites, Social Media, Print, PR, Direct Outreach
• Why is this important?

8:45 am - 10:00 am | 2.0 ESTABLISHING A MARKETING PROGRAM & BRAND: 101 (75 mins)

INSTRUCTOR: Nick Triska, Head of Business Development, Greater Portland Inc. (GPI)

• Establishing a Brand
• Brand Elements
• Organizing Framework
• Branding Around an Industry Cluster
• Brand/Value Communications (Internal vs. External)
• Marketing for Economic Development
• Marketing for Different Sectors (Real Estate, Development, Business Development, Tourism, etc.)
• Identifying Marketing Mediums
• Rural and Urban Perspectives and Applications
• Do’s and Don’ts of Marketing & Branding
• Why does this Matter?

10:00 am - 10:15 am | 15-MIN BREAK

10:15 am - 11:45 am | 3.0 CREATING A MARKETING CAMPAIGN: Storytelling (90 mins)

INSTRUCTOR: Emmanuel Goicochea, Marketing Director, City of Independence

• Telling your story
• Identifying key messages
• Identifying target audiences using data
• Rural and Urban Perspectives and Applications
• Garnering support
• Leveraging Partners
• Importance of Internal & External support for your campaign
• Working with Creative Agencies vs. DIY
• Implementing Your Plan
• Benchmarking, evaluating, and monitoring your plan
• Do’s and Don’ts
• Why does this matter?

11:45 pm - 12:45 pm | LUNCH BREAK

• Catering by Little Lois Cafe
• Lunches Pre-ordered by each attendee
• Pop Quizzes for a Prize!

12:45 pm - 1:45 pm | 4.0 PUBLIC RELATIONS: Branding Your Public Image (60 mins)

INSTRUCTOR: Nicole Steen, Communications & PR Strategist, Founder, Word’s Out PR

• Branding your Communities’ Public Image
• The Importance of Messaging
• Crisis Communications
• Branding Your Organization Through Events: How to Directly Communicate with Your Community
• Email Marketing Best Practices
• Tips and Tricks for media presence
• Putting your best self forward during interviews
• Best Practices for engaging with the media
• Case studies / PR Success Stories & Lessons Learned
• Do’s and Don’ts of PR

1:45 pm - 2:00 pm | 15-MIN BREAK

2:00 pm - 4:00 pm | 5.0 MARKETING TOOLS & TACTICS: Guided Round Tables (120 mins)

Attendees rotate between four (4) instructor-led table discussions, each focusing on a unique element of marketing and/or branding for economic development.

TABLE #1 | USING DATA TO MAKE YOUR CASE

INSTRUCTORS:

• Natalie Walker, Project Manager, ECOnorthwest
• Henry Fields, Economist & Workforce Analyst, Oregon Employment Department (OED)

TABLE #2 | PR TACTICS & BEST PRACTICES

INSTRUCTOR: Nicole Steen, Communications & PR Strategist, Founder, Word’s Out PR

TABLE #3 | STORYTELLING: Marketing Success Stories & Lessons Learned

INSTRUCTORS:

• Jamie Zamrin, Economic Development Specialist, City of Woodburn
• Kara Zuh, Chief Marketing Officer, Travel Salem

TABLE #4 | USING SOCIAL MEDIA TO INSPIRE ACTION

INSTRUCTOR: Naureen Khan, Marketing & Engagement Manager, SEDCOR

4:00 pm - 4:30 pm | COURSE SYNTHESIS

• Lesson Summary:
• What did we learn today?
• What’s Next? How to apply these lessons
• Key Takeaways: attendee feedback
• Homework/Assignment reminder
• UPCOMING Training(s) and Events
• Closing Comments & Acknowledgements
• CLASS PHOTO: 2026 OCED Marketing & Branding Class!

GET INVOLVED

The Professional Development Committee identifies, organizes and delivers educational training opportunities and manages the Oregon Certified Economic Developer (OCED) certification program.

As a member of the Professional Development Committee, you collaborate with a network of your peers across the state to design and produce the educational offerings that you would like to see. Committee members serve important leadership roles in the field of economic development. Members can participate from anywhere in the state. We invite you to join this dynamic and collaborative volunteer committee!

THANK YOU TO OUR PROGRAM INVESTORS!