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AMA-Madison New Year’s Marketing Workshop

January 16 @ 9:00 am - 10:30 am

Join us for a virtual New Year’s marketing workshop on January 16 with three industry experts.

Event Schedule

  • 9:00 – AMA Welcome; Carrie Brown
  • 9:05 – 9:25 – Identity Aligned Branding by Laura Hulleman
  • 9:25 – 10:25 – Breakout Sessions
    • Option 1: Integrating Design Justice into Content & Marketing Narratives by Karen Baker
    • Option 2: The Power & Potential of Performance AI for Marketing & Customer Connect by Peter Prodromou
  • 10:25 – Closing

About the Sessions

Identity Aligned Branding by Laura Hulleman

One of the basic needs of all people is to feel seen, to feel heard. So ask yourself, “How does my marketing allow clients to feel seen and feel heard? How do I know who my ideal clients are?” Most marketing programs want you to GUESS who your ideal clients are. That will not work!

Stop guessing and use the Endotype Formula to not only determine WHO your clients are, but HOW they think, WHY they buy, and WHAT to write in your marketing.

Breakout Option 1: Integrating Design Justice into Content & Marketing Narratives by Karen Baker

Knowing how to harness the power of content has changed. Content planners must use tools that drive attendance, define, and engage high-value target audiences to extend the experience and build brand recognition beyond the camera. Today curating content and engaging with followers/influencers/users of marginalized and underrepresented communities with unbiased message and creative with the goal to empower these communities, is more than just social good.

Companies who want to ensure their content and marketing initiatives are inclusive can take inspiration from a movement in the design community, known as “design justice.” Created in 2015, Design justice is not a theory, it is a practice to create more equitable products and services to market to an audience typically marginalized. Companies have an opportunity to avoid the biases that can be baked into brands marketing products and services.

In this presentation we will:

  • Re-evaluate the cultural landscape of your organization to answer the question, are we addressing how to develop content that shapes a new narrative?
  • Identify the principles that most impact our current client business and new businesses to shape inclusivity and integration into the narrative.
  • The opportunity here lies in asking, How might we…? and How should we…? instead of content that is driven with assumptions and biases.

Breakout Option 2: The Power & Potential of Performance AI for Marketing & Customer Connect by Peter Prodromou

There’s a lot of chatter out there about the power of generative AI. Products from ChatGPT, Google, Baidu and more promise to transform how we access information and fulfill major research, product discovery, and customer innovation initiatives, among other things. Some communications and marketing companies are responding with home-grown solutions. Others are piloting ChatGPT to see about its ability to write and research as well as – and in effect, to replace – staff.

This presentation will describe a perspective for organizations to ponder: that this early- stage stuff, while cool, is a bit of a parlor trick. The real current power of AI is in its ability to source massive amounts of data and automate collection and rationalization through things like natural language and machine logic. Smart users then augment it with human intelligence (HI) for actionable insights and superior campaign planning.

The new marketing formula is AI + HI = Actionable Business, Marketing and Customer Engagement Insights. The true power of the possibilities of AI lies in providing an honest, reality-based approach to leveraging AI for business outcomes. In this presentation you will hear a vision of how to combine an AI platform with augmented human intelligence, to transform results for your organization.

Register soon–This is an event you don’t want to miss! The virtual event begins on Tuesday, January 16th at 9 a.m. CST with networking.

  • AMA Madison members: $35
  • Non-members: $55
  • Early bird discount: $10 off before December 15

Presentations will be recorded and available on-demand after the event.

See our cancellation policy for details.


About the Speakers

Laura Hulleman | Endotype Branding, Creator

Laura Hulleman is the creator of Endotype Branding, the branding system based on the Endotype Formula. Her superpower is helping business owners understand that being themselves as they are designed is more than enough.

Laura spent years researching and recognizing the patterns that created the Endotype Formula, the most comprehensive and advanced personality assessment available at this time. Right now she assists branding and marketing professionals to become recognized as experts in their field, by harnessing the power of the Endotype Formula.

She and her two boys live in a tree house in Merrimac, Wisconsin where they enjoy cozy fires in the winter and camping, fishing and kayaking all summer long.


Karen R. Baker | Boathouse Group DC Office, Founder & President

Karen R. Baker (she/her) is an accomplished executive, honing 25+ years of experience inspiring marketing innovation and advancing the redesign of corporate organizational programs, projects, and performance-related initiatives in the public, private, and academic sectors. Karen has worked in multiple industries, including media (publishing and broadcast), arts and entertainment, higher education, spirits, nonprofits, technology, DEI, and community and economic development. She has been a mission-driven strategist, trusted consultant, and zealous advocate for change in pursuing organizational growth and development.

After serving 27 years as 7Concepts, Inc., CEO, Karen established Boathouse Group’s DC office in late 2021 as its founder and president. Within the first four months, Karen began work with the American Diabetes Association as a client, providing research, strategy branding, creative, social media, and digital acquisition. The outcome was increased program enrollment of at-risk, marginalized, and underinsured communities with prediabetes and type 2 diabetes.

After completing her bachelor’s degree at Howard University, Karen pursued multiple master’s degrees from George Washington University and Savannah College of Art and Design. In a recent move, Karen has chosen to work towards a Doctorate in Design from North Carolina State University—further affiliating herself with highly visible industry organizations and associations, including the Design Justice Network, American Institute of Graphic Arts, CHIEF, and the African American Intellectual History Society. Karen, an influential thought leader and former professor for 16 years, has carved out a niche for herself in the marketing-centric development and consulting space, earning the title of subject matter expert (SME) while notably contributing to the design, implementation, and execution of short- and long-term strategies for growth.

Karen is an award-winning innovator who has spent more than two decades working with decision-makers at an array of companies, such as Pernod Ricard, Black Entertainment Television, National Park Service Capital Region, Minority Business Development Agency, and the  DC Commission on the Arts and Humanities, to name a few. Karen has been featured in Harvard Business Review, AdAge, Campaign US, Axios, Technical.ly, and American Urban Radio Network on equity and inclusion in tech innovation (Web 3 and the Metaverse) and the future of work.


Peter Prodromou | Boathouse Group, Founder/President of Strategic Communications Practice and West Coast Lead

Peter Prodromou is a seasoned marketing and communications practitioner, C-suite executive and strategist with expertise in technology, healthcare/life sciences, CPG, consumer technology, and real estate. Currently he is Founder/President of the Strategic Communications Practice and West Coast Lead for Boathouse Group, an integrated marketing and communications agency with offices in Boston, Menlo Park, CA and Washington, DC.  In these roles Peter leads growth strategy, client acquisition, PR and executive level communications for clients in a range of categories.

Peter is a visionary who recognized the early influence of social and digital and helped found and build integrated marketing and PR agencies focused on understanding how these platforms would fundamentally shift engagement and outcomes.  His approaches have been used in corporate and product marketing and communications, public policy, presidential campaigns and regional economic development programs across five continents.  As part of this, he led concepting and development of an early-stage AI platform focused on language-driven analysis of influence and engagement.

Prior to joining Boathouse, Peter was CEO and president of Boston Digital, a global digital marketing and interactive experience development company. Before that, he was CEO and president of Racepoint Global, an international marketing services company. He created Racepoint by merging two companies – Racepoint Group (a PR and PA consultancy) and Digital Influence Group (a media marketing and creative services company) – to create a content-driven marketing strategy and services leader. He is an experienced international business executive, having augmented Racepoint’s US presence with growth and presence in China and the UK, and the formation of a strategic partner network that included market research and analytics.

A graduate of Boston University, Peter lectures at Boston University, University of New Hampshire, Emerson College and the Hult International School of Business on the transformative trends redefining marketing and communications. He is a frequent speaker at strategic marketing and digital marketing events. Peter has addressed the PRCA, Silicon Dragon, Provoke, and several governing associations on the escalating role of marketing strategy in driving ethics in the business sector. In his spare time, he has been working on the manuscript for a book on the social responsibility of technology companies in helping to reinvigorate a balanced and competitive US economy.


January 16
9:00 am - 10:30 am
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