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Brand Activation For Good - Specialized Bikes' "First Gear Initiative"

You'll learn why First Gear was born, the purpose of the effort, and the effect of a single message to rally employees and partners around the goal, how to find a balance between philanthropy vs. cause marketing, how tight to connect your brand to your cause-related initiatives and why Specialized chose to "let the leash out on First Gear", and what the hope is for the program for the future. But even more powerful than taking home a checklist of how to think about and manage a highly effective, brand-sponsored, cause related effort will be what you get out of experiencing the program first hand. Curious? We promise this will be one perfect way to close the lid on SB'11.

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