The topline fast read summary with the what, why, when, who, how, results, and key insights of the Atlanta Chapter re-launch.

1. Atlanta Chapter Board Serving 1,000+ Alums –
Re-ignition Reflections For Re-application
Harris Fogel
Program 2
Co-leader
David Grocer
Program 3
Co-leader
Michael Lanning
Program 1 Co-leader
Bill SchultzJoe DeLapp
Program 2
Co-leader
Brian Hankin
Program 4
Co-leader
Steve Cook
President,
Program 2 & 4
Co-leader
Darlene Tobin
Co-President,
MarCom Officer & CFO,
Program 1 & 3 Co-leader

2. What The New Board Did To Re-ignite Chapter
• Need: Re-ignite Chapter that was dormant for several years
• Recruited passionate, active Board members
• Understood the ‘Atlanta Chapter consumer’ via survey responses
• Secured sponsors for great food, beverage & space
• Incorporated ‘supporting causes’ as part of our Chapter DNA
• Searched & re-applied ‘Best Practices’ from NYC & Boston Chapters
• Built traction & momentum: executed 1 compelling program/quarter
• Focused on networking & professional development vs. purely social
events based on survey responses

3. ATL Member Profile
- 62% were in Brand or CBD/Sales
- 55% were 4-15 yrs … 29% were >15 yrs
- Roles/industries today:
45% GM
24% Marketing/Sales
50% B2C … 43% B2B
29% CPG
What ATL Alums Want
Professional Development from Alums & other experts
- leadership
- business growth strategies
- building agile decision making capabilities
- recruiting, developing, retaining great talent
- managing org politics, cultural change, restructuring
- partnering to expand business into adjacent space
- cost-effective biz dev & customer acquisition
- entrepreneurship, start-ups, innovation
- digital marketing, social media
- implications of the ‘cloud’
- B2B & B2C branding
- networking
Atlanta Survey Toplines
ATL Chapter … built by us … for us
1 member-centric program per quarter

4. 1/12/16 Program
Rob Lynch
Brand President & CMO,
Arby’s Restaurant Group,
Chairman of the Board,
Arby’s Foundation
Kip Knight
President,
H&R Block Retail.
Whole Brain Marketing:
The Art and Science of
Building a Business

5. 4/20/16 Program
Proven Best Practices From Entrepreneurs & Innovators
That You Can Apply To Your Business
Joe DeLapp
Program
Leader
Brian Hankin Lee Herron Samantha Hodgkins Udaiyan Jatar
(UJ)
Steve Cook

6. 9/7/16 Program
Cheryl Bachelder, CEO, Popeyes Louisiana Kitchen, Inc.

7. 11/3/16 Program
Jamie Turner
Internationally Recognized Author, CNN Contributor
CEO of SIXTY Marketing

8. Results - What Members Said:
Survey Results from Programs 1, 2 & 3
1/12/16 Program:
Kip Knight, President H&R
Block Retail
Rob Lynch, President,
CMO, Arby’s
• 100% - event overall
was very
good/excellent
• 100% - were
very/extremely likely to
attend a future event
• 82% - were
very/extremely likely to
invite a colleague to a
future event
4/20/16 Program:
Proven Best Practices
From Entrepreneurs &
Innovators
That You Can Apply To
Your Business
• 100% - event overall
was very
good/excellent
• 86% - were
very/extremely likely to
attend a future event
• 83% - were
very/extremely likely to
invite a colleague to a
future event
9/7/16 Program:
Cheryl Bachelder, CEO,
Popeyes Louisiana
Kitchen, Inc. –
Dare To Serve
• 100% - event overall
was very
good/excellent
• 100% - were
very/extremely likely to
attend a future event
• 100% - were
very/extremely likely to
invite a colleague to a
future event

9. $1,000 P&Ger
donations
plus $1,000 Arby’s
match that will help
deserving kids
$200 P&Ger donations
for Popeyes Foundation
in support of ProStart, a
career-building program
for high school students
who are interested in
culinary arts &
foodservice
management
$505 P&Ger donations
that will feed 5,000
deserving kids
What We Contributed to Atlanta & U.S. Causes
To Make A Positive Impact Each Meeting

10. Search & Re-apply Key Insights
• Harness best practices from Global & best Chapters (Thank you NYC & Boston).
• Use distributed leadership across Board members.
• Don’t assume you know your market/consumer. Survey your prospective
‘member consumers’ & use insights & wants. Build the product they want.
• Program content is king. Recruit compelling noteworthy thought leaders.
• Build in significant networking time.
• Program announcements:
• send program announcement ‘save the date & register’ 6 weeks prior
• send weekly invites to non-responders
• send multiple reminders week before
• Encourage P&Gers to invite family, work peers as guests.
• If you are re-launching, have ‘No charge’ events upfront to build brand adoption.
• Charging $15 advanced registration & $20 at door price points worked.
• Build in ‘supporting causes’ part of your DNA. The thank you gift to speakers was
a donation to the cause of their choice.
• HAVE FUN & MAKE NEW FRIENDS!