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Thursday, January 30th, 2020

Connecting the Dots: Marketing’s Role in Aligning Brand Experience (BX), Customer Experience (CX), and Employee Experience (EX)

Clark Construction

7500 Old Georgetown Road, Bethesda, MD 20814


8:30 am - 10:00 am



Domain 3: Client and Business Development

Domain 5: Promotional Activity

Today, we all talk about the “experience,” yet there are very few A/E/C firms that truly excel in this area. Why is that? The reason is that firms' experiences exist as a series of disconnected functions with independent decision-makers, agendas, and activities. But an exceptional experience is only possible when it's seen as the sum of the brand experience (BX), customer experience (CX), and employee experience (EX).

What You'll Learn

Connecting the dots requires an alignment of business and marketing, strategy and technology, brand and culture, client and employee. Experience design and implementation must be fully integrated into everything a firm does – from a long-term strategy to daily actions and across all functions, departments, and communications.

This program will examine the three essential building blocks of experience and equip attendees with knowledge required to lead their firms in redefining conventional service-marketing approaches to create and deliver a better brand, customer, and employee experience.

What It Costs
  • Registration deadline: January 28
  • Walk-ins welcome? No
  • Max# of Registrants: 45
  • Member: $40
  • Board Member: $30
  • CPSM: $30
  • Student: $15
  • Non-Member: $60
  • Walk-in: $70
Additional Details
  • Agenda / Timeframe: 8-8:30 AM: Registration, 8:30-10 AM: program
  • CEU credits: 1.5
  • Closest metro: Bethesda (Red Line)
  • Parking: Multiple garages and surface lots nearby
  • Questions contact: Kim Metzinger, 202-471-5148, kmetzinger@eypae.com

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.