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
Monday, August 12, 2013
6:00 PM – 8:30 PM
Company, Inc., One Dole Drive, Westlake Village, CA 91362
non-members /Members are free
Provided by our sponsor, ServiceNow
Dress: Business Casual
Contact: Carolyn Trocino, Area VP email:
We are located at One
Dole Drive. Please do not park at Two Dole Drive. Two Dole Drive is the Four
When you arrive at the
building, go to the reception area and reception will direct you to our meeting
via the itSMF USA
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
6:00 PM Dinner,
registration, networking (bring your business card)
itSMF introductions, current business
6:40 PM A
word from our sponsor: ServiceNow
& Marketing IT: Take Control of your "Brand”…If You Don't Others Will” –
Q&A and interactive discussion
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.
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.
more by visiting www.servicenow.com.
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
your customerssay about your IT organization is seen as yourbrand.
In his Keynote
presentation, Joel Manfredo will explore
& Marketing IT"
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
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
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
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
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
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.