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 Marketing Conference Keynote Presentation
Truth in Marketing: How Domino’s Broke the
Rules and Turned Itself Around
Facilitated by Tim McIntyre,
Vice President, Communications, Domino’s Pizza Inc.
In a market as competitive as the pizza industry, rebranding a national chain was quite a project...and makes quite a fascinating story. Once a single-store pizza place, Domino's built a name and reputation on 30 minute delivery, but once that went away, they turned to service and value. As the organization took a really hard look at itself, they realized the answer to market growth would have to come from quality, which led to the introduction of an entirely new product line. Domino's listened and responded to consumers and ultimately grew their Facebook presence to 4 million followers in two years. Come discover how the lessons learned by Domino's are applicable to any industry; if an organization is going to claim change and brand itself, it better be real change and be ready to engage the public.
Ideas in Action
- How could your credit union evaluate its "products" the way Domino's did?
- What does it take to really create and deliver what consumers are looking for?
- Are you ready to "let go" of your brand and let it be in the hands of social media?
Talk About It!
Meet the Keynote Presenter!
Tim McIntyre
Tim has served as vice president of communications for Domino’s Pizza, the recognized world leader in pizza delivery, since January 1997. He is responsible for Domino’s internal communications, public and media relations, event management, crisis communications, community involvement and charitable giving. Tim joined Domino’s in 1985.
He is Domino’s chief spokesperson and has represented the company in major national and international media, including the Today Show, Nightline with Ted Koppel, USA Today, The Wall Street Journal, The New York Times and many others. He led media relations during the elimination of Domino’s famous 30-minute guarantee in 1993, conducting more than 300 interviews with media worldwide during a three-day span. Tim is co-author of the book Hire the American Dream: How to Build Your Minimum-Wage Workforce into a High-Performance, Customer-Focused Team, published in 2009 by Wiley & Sons. In 2009, he was named “Crisis Manager of the Year” by PR News for his handling of an unauthorized employee video posted on YouTube, which garnered worldwide attention. In June 2010, he was named “Communicator of the Year” by the Detroit chapter of the International Association of Business Communicators (IABC).
Marketing Conference General Session
Lessons Learned From Branding, Bean Counters & New Beginnings
Facilitated by Kelley Parks
Branding a credit union includes all the emotions that people have about that credit union and crafting a brand can be a harrowing, yet exciting process. Incorporating case study examples, this session will share the dramatic internal and external changes that happened after a credit union's decision to rebrand. Find out why and how a branding strategy should impact everything from the front line to the bottom line during this eye-opening presentation.
Ideas in Action
- How could your credit union redefine its brand?
- What does it take to really stand apart and still serve the needs of members?
- Are you ready to make change that could make a difference?
Talk About It!
Meet the General Session Speaker!
Kelley Parks
 Kelley is a creative catalyst and founder of gira{ph}, a strategic marketing firm that specialized in credit union marketing and brand differentiation. For nine years, she proudly served as the vice president of marketing & business development for Call Federal Credit Union in Richmond, VA. Kelley's love for the credit union movement runs deep as she has been a very active volunteer both on the local and national level and innovated as a member of the Filene Research Institute's i3 (Ideas, Innovation and Implementation) team. She's an avid blogger, as well as an editor for CUWaterCooler.com. Kelley has won numerous awards during her career including the CUNA Marketing & Business Development Council's "Marketing Professional of the Year". Kelley created gira{ph} to help small to midsize credit unions differentiate themselves to create chemistry with consumers and stand taller in order to seize this unique moment in time for our movement. And if you ask her nicely she'll sing the alphabet backwards.
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