High Center Leadership Speaker Series: "Competitive Strategy and Market Planning"

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John Bowser

• Mike Mitchell

ELIZABETHTOWN, PA (11/08/2013)(readMedia)-- The High Center Leadership Speakers Series continues Thursday, Nov. 14, with "Competitive Strategy and Market Planning," featuring executive director of the High Center, Mike Mitchell, and president of Target Media, John Bowser. The event, at The High Center at Elizabethtown College, begins with breakfast at 7:30 a.m., followed by the speakers at 8:15. The event is free but requires advanced registration at fbc@etown.edu or 717-361-1275.

The often overused word "strategy" has different meanings to different people, but begins with the creation of a unique, valuable and sustainable competitive position.

Mike Mitchell, former owner of Amelia's Grocery Outlets, serving as president and CEO from 1997-2012, and former marketing executive with H.J. Heinz Co., Unilever and General Mills, introduces a simple but powerful exercise called the "value proposition" to help better define the competitive advantage. The idea is to create a clear, concise strategy statement that includes an objective scope and advantage.

John Bowser, who has more than 20 years of experience in the marketing, media and client service fields, is deeply involved in strategic results, providing extraordinary service to client-partners, while building strong relationships at Target Media. He shows how to use the statement learned from Mitchell to build a marketing message and marketing plan that reaches a targeted customer base in a cost effective way.

Be prepared to leave the program with several practical tools and exercises that can be easily incorporated into your own strategic planning process.

Established in 1995, the High Center at Elizabethtown College is one of largest resource organizations for family business in the United States. Created by a group of business people, family business owners and representatives of Elizabethtown College, the Center is dedicated to helping family businesses achieve their goals of family unity and prosperity, continue their legacy of entrepreneurship and create social and economic wealth across multiple generations. Serving south central Pennsylvania and beyond, the Center believes that strengthening entrepreneurial families enhances the community and the economy.

Media Contact:

Elizabeth Harvey

Communications Manager

Office of Marketing and Communications

Elizabethtown College

harveye@etown.edu

717-361-6412 (o)

717-371-2631 (c)