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Los Angeles LIG | Branding Marketing IT: Take Control of Your "Brand"...If you don't, others will!
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Joel Manfredo will explore "Branding and Marketing IT" in your business and discuss how to conceive and build your "IT brand" so it resonates with your customers and amplifies your organization's relevance. The phrase, "...running IT like a business" ahs been popular for some years now; but have we succeeded?

When: 8/12/2013
6:00 PM until 8:30 PM
Where: Dole Food Company World Headquarters
1 Dole Drive
Westlake Village, California  91362
United States
Contact: Carolyn Trocino

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Branding and Marketing IT: Take Control of Your "Brand”

…If You Don't Others Will!

itSMF GLA Dinner Meeting – August 12, 2013

Dole Food Company, Inc., Westlake Village, CA


Date: Monday, August 12, 2013


Time: 6:00 PM – 8:30 PM


Location: Dole Food Company, Inc., One Dole Drive, Westlake Village, CA 91362


Cost: $20.00 non-members /Members are free


Dinner: Provided by our sponsor, ServiceNow


Parking: Free


Dress: Business Casual


Contact: Carolyn Trocino, Area VP email: mobile: 805.341.6108


We are located at One Dole Drive. Please do not park at Two Dole Drive. Two Dole Drive is the Four Seasons. When you arrive at the building, go to the reception area and reception will direct you to our meeting room.


Registration: via the itSMF USA link


Free advice from proven industry experts! Following this engaging presentation, you will have an opportunity to participate in an interactive discussion with our speaker Joel Manfredo and your peers on the topic of Branding and Marketing IT. This is your opportunity to ask questions or seek advice on real world issues to help you with your ITIL/ITSM transformation initiatives.




6:00 PM Dinner, registration, networking (bring your business card)  

6:30 PM itSMF introductions, current business

6:40 PM A word from our sponsor: ServiceNow

7:00 PM "Branding & Marketing IT: Take Control of your "Brand”…If You Don't Others Will” – Joel Manfredo

8:00 PM Q&A and interactive discussion

8:30 PM Meeting adjourned




ServiceNow enables the Citizen Developer. What does that mean? ServiceNow is the App Creator that empowers mere mortals to stand up to new apps in just minutes! Rolling out a new IT service has never been easier. ServiceNow is the end of "no” and the beginning of Now.


Our speaker topic is branding and marketing IT. As a leading provider of cloud-based services that automate enterprise IT operations, ServiceNow helps you get there. The system brings together IT strategy, design, transition and operation on a powerfully simple cloud platform. The ServiceNow platform offers a consistent and intuitive user experience through the entire IT infrastructure Library (ITIL) Lifecycle. With ServiceNow, you can deliver world-class IT service and transform IT.

Learn more by visiting

Branding & Marketing IT: Take Control of Your "Brand"...If You Don't Others Will!

The phrase, "...running IT like a business” has been popular for some years now; but have we succeeded? What business runs without a brand or thrives without a marketing plan? There may be many definitions of "brand", but what your customerssay about your IT organization is seen as yourbrand.

In his Keynote presentation, Joel Manfredo will explore "Branding & Marketing IT" as well as explore some of the world's most valuable brands. Is there value in a brand? Business and financial experts think so and Joel will share evidence supporting this notion. Most importantly, he will discuss how to conceive and build your "IT brand" so it resonates with your customers and amplifies your organization's relevance, arguably necessary as the risk of irrelevance of internal IT departments continues to gain momentum in the eyes of their customers.

  Joel Manfredo – Guest Presenter

Joel Manfredo's executive leadership and vision is a result of over thirty years of experience working for major organizations in a broad spectrum of functions. Relating specifically to his Symposium Keynote, Joel had marketing and sales responsibilities running two different businesses: an IT Service Delivery business and a commercial real estate business. He spent the last 16 years in transformational Chief Information Officer roles and the prior 18 years in a variety of functions in commercial real estate including leasing, finance, development, operations, marketing, acquisitions, construction and utilities.

As the Chief Technology Officer of the County of Orange, Joel ran an IT Service Delivery business for the central shared service IT function. Results included increasing customer satisfaction by a sustained 16% over two years and achieving a top 10% industry benchmark for IT operations while simultaneously reducing costs by 27%. Operationally, Joel improved the Power Usage Effectiveness (PUE) of the County's 66,000 square foot data center by 10%.

Earlier, in the CIO role at The Irvine Company, Joel managed hyper growth while quadrupling output and achieving technical reliance on system-generated financial statements. At The Rouse Company, he orchestrated the $9.1 million turnaround of a large commercial real estate business including executing energy saving initiatives that resulted in $4.0 million in annual energy cost savings and $3.0 million in utility company rebates. Joel consulted with the EPA in the early 1990s and was instrumental in the applicability of the EnergyStar program to commercial real estate; he had one of the first EnergyStar buildings in the US. In addition, he created the first CRM system for the real estate industry targeted at retail (from the landlord side).

In 2007, Joel was named one of the top 100 CIOs in the US acknowledging work in Green Technology and he received a Digital Impact award "for consistently demonstrating leadership qualities related to the Real Estate IT industry, for willingness to test and implement leading-edge technologies and for persistence in the quest for international best practices”.

Joel currently serves on the Board of Directors for the Southern California chapter of the Society of Information Management, on the Advisory Board of the Technology Business Management Council, on the Advisory Board of CleanTecOC, on the Corporate Committee of the Dean's Leadership Circle at UCI's School of Information and Computer Science and on the Trojan Club of South Orange County. Joel is also a mentor for UCI's Executive MBA program and Chapman University's MBA program.

Previously, Joel was the founding Chairman of the CIO Roundtable sponsored by the University of California at Irvine's CRITO Consortium (Center for Research on Information Technology and Organizations) and The Paul Merage School of Business. He was also was the Chairman of the Advisory Council of Realcomm and on the CIO Advisory Board for UCLA's Wireless Internet for the Mobile Enterprise. Joel is an active speaker at industry events and a Graduate level lecturer at both USC and UCI on a broad range of topics including Cloud Computing, Green Technology, IT Strategic Planning, IT Trends, IT Business Management, Enterprise Architecture, IT Governance, Portfolio Management, IT Service Management (ITIL) and IT Controls.