By Margie Dana

Using print as part of your corporate media strategy is one hot topic. The more we can learn from companies who are doing this effectively, the better chance we have at implementing good integrated strategies ourselves. That’s why I have added a couple of sessions on this topic at our September conference in Chicago.

One such session features Sheryl Pattek, a marketing executive for Ryder System Inc. Her session’s called “Driving Success with Multi-Channel Marketing.” I invited Sheryl to cover this important topic to help educate us on how to integrate print with other media.

Sheryl is the Vice President of Ryder FMS Marketing. On September 13^th, she’ll share strategies for developing value propositions, naming architecture, product innovation and sales force collaboration. Attendees will learn what it takes to move very fast in an established organization and a highly competitive market.

Ryder is a FORTUNE® 500 provider of leading-edge transportation, logistics and supply chain management. Ryder’s flagship division, Fleet Management Solutions (FMS), provides leasing, rental and programmed maintenance of trucks, tractors and trailers to commercial customers.

Using integrated communications from print to electronic, Ryder can drive new customer acquisition and enhance retention with leadership messaging on alternative fuels, on-board technology, fuel efficiency, safety, and other issues impacting America’s fleets. Attend Sheryl’s session to learn about the journey – and how to move very fast in an established organization and dynamic market.

I asked Sheryl a few questions to help us understand what we might learn at her session.

1. Our 2011 Conference theme is “Beyond Print Buying: Empowered Roles & Sharpening Skills.” I chose this theme to reflect the evolution of the roles of print buyers & creatives who work with printers. How does your topic relate?

This is an excellent theme for all of us. The way we empower our teams, our roles in the organization and ourselves personally is key to achieving our company and personal goals. My personal goal is for my team to use their skills to make a noticeable improvement in Ryder results and processes quickly. I ask them to focus on excellence with an attention to detail while thinking big, but acting small and moving quickly. My talk will be focused on how to lay out a communications strategy, break it into logical components and schedule the elements in parallel – to deliver results fast.

2. What will attendees learn from your session, keeping in mind we’ll have a mix of print buyers, creatives, and marketers?

I’d like to share how Ryder is using tried-and-true print communications along with the latest online marketing techniques for a truly multi-channel strategy that drives organic growth. I hope that the audience will gain useful information on using integrated communications from print to electronic to drive new customer acquisition and enhance retention of existing clients.

3. Describe your speaking style. What can the audience expect?

I’m a pretty relaxed speaker so they’ll hear the true stories of real-life, practical approaches to taking on big challenges and moving really fast.

4. Is there a chance you can stick around to mingle with attendees during breaks, meals, brainstorming, and the cocktail party (Tuesday)?

Absolutely. It’s my pleasure to meet with participants to compare notes and learn from each other.

5. Finally, do you have any social media accounts you want to share with our readers – so they can follow you?

Ryder System at www.ryder.com is an evolving media source for information about our company’s leadership and innovation. We will leverage it to engage more prospects and customers in learning about us and to support them in achieving their business goals. The latest site we have just launched is www.ryder.com/alternativefuels to discuss the latest innovation in the movement to alternative fuel sources for commercial transportation. I hope you and the Conference participants will tune in regularly to watch the sites evolve and see our programs in action.

Come say hello to Sheryl Pattek! Attend her session on Tuesday, September 13^th, from 2:15 to 3 pm to learn how Ryder System Inc. is driving marketing innovation and collaboration through the use of tried-and-true print communications along with the latest online marketing techniques for a truly multi-channel strategy that drives organic growth.

PS: Register by July 31^st to save big bucks. Start on our main Conference page, where you’ll find all the links you need to register!

©2011 Margie Dana. All rights reserved. Your comments are encouraged. You’re free to forward this email to friends and colleagues. However, no part of this column may be reprinted without permission from the author. Comments?