Our Program

VAFRE and the Richmond Chapter of AMA are pleased to share this luncheon program with our members. Space is limited, so please register early.

The best brands have a clear audience. Knowing exactly who you’re talking to and what drives them makes everything else easier: the strategy sharpens, your messaging lands, and the marketing drives the business. In this practical intro session, you will learn the fundamentals of audience research—from quick surveys to informative discussion groups and beyond —without needing a huge budget or landing in a bunch of data that collects dust. We will cover how to ask the right questions, pick the right research method for your goals - whether you’re collecting data from clients, community partners, donors or volunteers - and how to use that data to better understand your audience and boost your impact.

Pending approval for CFRE credit.

Our Presenter

Noel van Aartrijk has a past life in consumer research, where she designed and fielded custom audience research for brands like GEICO, Benjamin Moore, Kraft Heinz and 3M, leading them to new targets, communication platforms and innovation opportunities. In 2020, she joined Arts & Letters Creative Co. in Richmond, Virginia to continue the agency’s mission to reimagine what a modern creative partner can be. There, Noel has led strategy on brands like Google Pay, DICK'S Sporting Goods, NBC Universal, Zola and Function Health. Noel loves the mystical world of brand strategy and audience research, so much that she has been introducing it to students as an adjunct professor for the VCU School of Communication since 2017, and more recently for the VCU Brandcenter (her alma mater). 

Our Schedule

• 11:30 a.m. In-person Registration & Networking begins
• 12 p.m. Lunch 
• 12:15 p.m. Program begins 
• 1:30 p.m. Adjourn

Registration Fees

• In-person registration is $25 for members of AMA Richmond and VAFRE ($0 for those with a Season Pass or $15 for those with a Virtual Season Pass), $30 for nonmembers who work at a member organization and for members of the Central Virginia Chapter AFP, and $40 for guests. All in-person registrants should select their meal during the registration process.
• Virtual registration is $10 for members of AMA Richmond and VAFRE ($0 for those with a Virtual Season Pass), $13 for nonmembers who work at a member organization and for members of the Central Virginia Chapter AFP, and $20 for nonmembers. The virtual registration fees help support the technology costs associated with offering a hybrid event.

If you are not a VAFRE or AMA Richmond member and do not work in the office of a member, consider becoming a member of VAFRE in order to access reduced registration fees.