The NorCal chapter of EDPA’s first meeting of 2018 will be a luncheon presenting the “State of the Exhibition Industry: Systems, Processes and Tools for Maximizing Success” with industry veterans Dan Greene (pictured right) and Pat Friedlander (pictured below). The event will be Jan. 18, 11:30 a.m.-2 p.m. at the Jamison-Brown House, 1505 Warburton Ave., Santa Clara, Calif. (next to the Triton Museum of Art). Featuring benchmark statistics from the annual EDPA economic survey, they will cover compensation strategies for staff; a holistic approach for building a workforce; modern, cost-effective marketing for your business; and rentals, an ecological client driven profit center.
Greene is the managing director of Nolan Advisory Services, a management advisory firm focused on helping exhibit and event marketing companies solve the complex challenges facing their company. Greene has helped clients build successful businesses and achieve performance goals through sound strategies and financial practices. His work includes acquisitions, refinancing and operational improvements. He has served in executive roles at prominent exhibit marketing firms and has experienced the privilege of serving the EDPA in various roles including board member, chapter president and chair of economic research.
Friedlander is an accomplished marketer, published writer, and speaker in the exhibit industry, particularly in the healthcare segment. She has developed programs; marketing strategies and campaigns, websites and social media tools; sales aids; product introductions; and branding/corporate identity initiatives for clients—many of them award-winning—over the past 25+ years. She has participated in many industry associations including TSEA, CEIR, EDPA, HCEA, E2MA, and BMA as a speaker and the author of content. She has received HCEA’s Distinguished Service Award as well as EDPA’s highest honor, The Hazel Hays award. Her client list includes Forest Labs, Bausch & Lomb, Boston Scientific, American Medical Systems, Celgene, Genentech, St. Jude Medical, Berlex, Siemens, Fisher, Hitachi, Novo Nordisk, Waters Corporation, and many other companies. She won a Focus Award from TSEA, Exhibitor Magazine’s Best of Show award for exhibit programs, Business Marketing Association’s prestigious ProComm award for integrated marketing and Tradeshow Week’s Best Interactive Website award. A former college professor, she holds an M.A. from the University of Wisconsin and has done post-graduate work at the University of London, the University of Chicago, Loyola University (Chicago) and the Kellogg School at Northwestern. In her free time, she reads, bicycles, Fitbits–and plays with her grandchildren.