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Freeman | 11 Canal Center Plaza Suite 100, Alexandria, VA

 Join us Tuesday, March 28, 2023 from 9:00 a.m. to 11:00 a.m. EST

Register today for our annual Breakfast and Blossoms event, Defining Your Why: Know Your Purpose Before Adopting the Trends.

You’re three months into the year, possibly in the middle of your annual meeting planning phase or reviewing evaluations from a recent event. You’ve attended countless webinars on the latest meetings trends and predictions of attendee behavior.

Before you dive into planning mode and adopt the buzziest meeting trend, have your re-evaluated your organization’s WHY and whether it aligns with the events you’re producing? Are you meeting your KPIs? Are you increasing attendee loyalty and reaching the breadth of your membership? If your answer was “no” to any of these questions, it may be time to step back and re-evaluate your organizational why: your brand’s purpose.

Join us for a morning with two women leaders of their organizations. We’ll begin with a brief look at national meeting trends led by Kimberly Hardcastle-Geddes, President of mdg, A Freeman Company. Next hear from Shay Onorio, President and Owner of Red Thinking, a woman owned multi-faceted creative agency, on how understanding your WHY will help redefine your event branding, marketing, and engagement.

  • Branding creates loyal customers: WHY is your brand important and to WHOM?
  • WHAT does your service or organization say that others cannot? WHY and HOW?
  • WHY are you marketing your services or organization in one place vs. another? Instinct, research, or somewhere in between?

Participants will:

  • Discuss your brand marketing plan and how it’s meeting your goals and objectives.
  • Have interactive conversations with peers on what trends your organization has adopted.
  • Receive an update on the how the business events industry and predicted trends have fared in Q1.


Registration is free!

  • Date: Tuesday, March 28, 2023
  • Time: 9:00 a.m. to 11:00 a.m. EST
  • Location: Freeman | 11 Canal Center Plaza Suite 100, Alexandria, VA
  • CMP EIC Pending Approval: 1 Clock Hour


Featured Speakers & Topics:

Kimberly Hardcastle-Geddes

President at mdg

With 18 years of event marketing experience, a Master of Science in Business Administration, and an uncanny ability to switch from left-brain to right-brain thinking (and back again), Hardcastle blends focus and discipline with innovative thinking and creativity to craft unique solutions for agency clients. She’s a CEM faculty member, a Krakoff Leaders Institute alumna, the editor of mdg’s marketing newsletter, a presenter of industry seminars on strategic marketing planning and, most importantly, an integral collaborator for several prominent association and event clients across in the country. She’s also a mom, runner, reader, lover of east coast cities and west coast beaches and is known to eat lunch at her desk as early as 9:15 a.m. Marketing Strategy Archives - mdg, A Freeman Company

Learn more about mdg, a Freeman Company here.  



Shay Onorio

President & CEO at Red Thinking

Red Thinking is a woman-owned, privately held brand strategy, creative and digital firm located in the D.C. Metro area. Red Thinking believes that real conversations lead to real connections, and creating connections is what changes the world. Their team is full of thinkers who are fun, thought-provoking, and organized.

“Often asked WHO we are as a company, not just what we do, I continue to lean into what our Red Thinkers share when we discuss it (rather regularly), and, I take great consideration in what our clients share from their experiences working with us. It allows me to be more pragmatic in our ongoing goals, and ensure our values are intact. Combined opinions leave me confident telling folks that Red Thinking is a multi-faceted creative agency that has honed in on what we love most, and do best: thoughtful branding, design, digital, and thinking. We listen, push boundaries, and collaborate. From that, we provide award-winning creative, data driven and strategic digital prowess, and content that resonates. On top of that, we’re a bunch of likable and fun folks. Ahem, subject matter experts.”

Learn more about Red Thinking here. 


Questions or Comments: If you have any questions, please contact the sales team at: [email protected].


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