Whether you have an existing brand or you’re starting a new one from scratch, this workshop will provide you with the tools and framework you need to build an effective brand strategy. Join Rochelle Goodwin, Tsai CITY’s communication and marketing director, and learn how to define your core values, link them to your brand, and launch and communicate the brand successfully. Rochelle recently joined the Tsai CITY team as the Communications & Marketing Director. As director, Rochelle oversees all aspects of both internal and external communications for the center, including brand strategy, media relations, advertising and marketing, and creative editorial and design services. Her work is rooted in the deep understanding of audiences, and using constituent behavioral data to establish marketing plans that achieve business goals. She will provide leadership on communications strategy and will counsel the executive officers regarding communications issues. Rochelle earned her B.S in business management from the University of New Haven in 2012 and her M.S. in interactive media and communications from Quinnipiac University in 2019. Rochelle has experience in the areas of social media, communications, business development, brand identity, marketing, and emerging digital communications tools — having served previously at Yale School of Nursing, Yale School of Management, and Yale School of Medicine.