Thursday, March 16th, 2017

Brands in Action

SER Restaurant

1110 N. Glebe Road, Arlington, VA 22201


7:30 am - 9:45 am



Domain 1: Marketing Research

Domain 2: Marketing Planning

Domain 3: Client and Business Development

Domain 5: Promotional Activity

Among marketers, there is no doubt that brands have true power. In today’s digital, social and crowd-driven world, we no longer see traditional advertising as the best tool to harness the power of a brand. Today’s most influential brands create broad communities of brand advocates to inspire buyers and drive business to the firm.

What You'll Learn

During this lunch program, you’ll learn from four local firms who are building impactful brands, both for their own firm and their clients. Senior leaders from Hickok Cole, Ballston BID, Streetsense and Substance151 will share insights on how they create brands that influence our community, create brand believers, and ultimately drive revenue.

Attendees will enjoy a three-course lunch beginning promptly at 12:00 pm. Appetizers and desserts will be served family style, and each guest will choose an entree (vegetarian, vegan, and gluten-free options offered).

Learning objectives include:

  • Explore how different marketers in the industry truly live their brand, and encourage their employees to do the same.
  • Learn how to make the most out of your marketing dollars through strategic marketing events and sponsorships to support your brand.
  • Learn tangible ways to support and reinforce your brand message.
  • Explore the power and influence of brand in building a community of brand advocates.
  • Learn the power of brand to influence change.

Speakers: Yolanda Cole, Senior Principal and Owner, Hickok Cole Tina Leone, CEO, Ballston BID Donna Oetzel, Director of Brand Strategy, Streetsense

Moderator: Ida Cheinman, Principal and Creative Director, Substance151

Additional Details

Event Information

11:30 – Registration and networking

12:00 – Program and lunch begins

Metro: Ballston-MU (Orange, Silver)

Parking: Parking in the garage underneath the building,located at the Glebe Road entrance (3rd floor is the closest level); proceed to 1100 Glebe Road stairwell

CEU / AIA credits: 1.5

Questions?: Molly Statler | 703.836.0588 |

What It Costs

Registration deadline: March 14

  • Member: $65
  • Non-Member: $85
  • Board Member: $45
  • CPSM: $55
  • Student: $35

Event Speakers

Ida Cheinman

Principal and Creative Director, Substance151


Ida Cheinman is Principal and Creative Director of the brand strategy, design, and digital firm Substance151. She uses her 20+ years of experience as a brand strategist, designer, marketer, and educator to help business leaders and marketing professionals make sense of trends, tools, and best practices in order to position their firms to win in the 21st century’s fast-changing and extremely competitive marketplace. Ida is a sought-after speaker who presents nationally; she is a frequent contributor to industry blogs and publications, including SMPS Marketer.

Yolanda Cole LEED AP

Senior Principal and Owner


Yolanda Cole is a Senior Principal and Owner of Hickok Cole Architects, an award-winning, 100-person commercial architecture and interior design firm located in Washington, DC. Ms. Cole has over 30 years of base building and interior design experience in projects ranging from large-scale, mixed-use developments to small commercial interiors in the Mid-Atlantic region. She is widely recognized for spearheading research and innovation in the profession through the cultivation of a collaborative practice. Ms. Cole is the incoming 2017 District Council Chair of ULI Washington and has served as the Chair of Mission Advancement, a member of the Advisory Board, the Governance Committee, and as Chair of TAP Committee and Annual Trends Conference. She is a Past President of AIA|DC and served many years on its Board of Directors. She was also a long-time Director at the Greater Washington Board of Trade (BOT) where she chaired and served on a number of committees. In 2013, Ms. Cole was one of the Washington Business Journal’s 25 Women Who Mean Business. She has been a featured speaker at the ULI Trends Conference, the ULI Leadership Institute, and a number of ULI programs. She moderated a panel at the National AIA Convention in Boston, has presented many years at the NeoCon World Trade Fair, and has been rated as one of the top speakers at AIA|DC. She has been tapped to speak at regional AIA venues, and presents ongoing lectures at Georgetown University, Catholic University, University of Maryland and Columbia University. Ms. Cole is a registered architect, Fellow of the American Institute of Architects (FAIA), and a member of the International Interior Design Association (IIDA), and is a LEED Accredited Professional by the US Green Building Council. Ms. Cole has a Master of Architecture degree from Columbia University and a Bachelor of Music Education degree, summa cum laude, from The Ohio State University.

Tina Leone

Chief Executive Officer


Tina Leone, a Certified Public Accountant and Chartered Global Management Accountant, has more than 20 years of consulting, financial and management experience. She became the Chief Executive Officer of the Ballston BID in December 2011. The BID works to attract support and connect the most creative and ambitious minds in our region. In only 5 years, the BID has: Created an award-winning brand for and raised the profile of Ballston Grown the annual Taste of Arlington from 10,000 to 50,000 attendees Touched more than 16,000 employees in Ballston in the last year alone Created and grown Farmers Market attendance from 5,000 to 20,000 visitors Implemented fast, free, seamless outdoor wi-fi throughout 25-block area of the BID (completion Feb 2017) Launched BallstonConnect mobile app and Ballston360, an online atlas for everything Ballston Created a charitable arm, BallstonGives, to partner with and support social service charitable organizations working in Ballston to have an even higher impact on the community Won 9 awards for communications, media placements, public art, and outstanding support of the business community Prior to joining the BBID, she was the President/CEO of the Alexandria Chamber of Commerce beginning in July 2009. Her former positions included that of the President/CEO/CFO of The Lorton Arts Foundation for nearly seven years, and several accounting and business consulting positions in various organizations. Ms. Leone is a member the American Institute of Certified Public Accountants and the Virginia Society of CPAs. She has an MS in Management Information Systems from George Washington University and a BS in Accounting from the University of Scranton.

Donna Oetzel

Director of Brand Strategy


As Director of Brand Strategy, Donna collaborates with Streetsense teams and clients to distill research and insights into compelling, relevant frameworks that clarify opportunities, build brands, and drive business. She has more than fifteen years experience in branding, creative copywriting, and strategic marketing and has worked for world-renowned brands and organizations such as Marriott International, Ford Motor Company, Motorola, the National Restaurant Association, the National Geographic Society, Kimberly-Clark, and Harvard Business School. Prior to starting her own consultancy, Donna was an Associate Creative Director at Ogilvy & Mather, New York. Originally from California, she has an MFA in creative writing and BA in English literature.