Audience Reach: Measuring the Impact of Your Stories

Chad Mitchell is the Vice President and Head of Content and Digital Platforms at TD Bank. In this role, he oversees a team responsible for positioning TD Bank as a leader among major banks in content engagement through elevated thought leadership, brand storytelling and conversation around what makes TD Unexpectedly Human. Since 1994, Mitchell has been designing and managing strategic brand storytelling, integrated communications plans, organizational reputational campaigns, digital experiences, and public policy initiatives and advocacy for some of the country’s largest corporations and advocacy groups. His experience spans work for the world’s largest retailer, a custom software firm, three trade organizations (including a Fortune 25 trade association) and multiple political leaders. For such organizations, he has created campaigns that have built corporate reputations, driven sales, secured passage of legislation, and won elections. His expertise includes digital marketing, reputational advertising, website development, social media, video production, corporate communications (internal and external), public relations, crisis communications, online and offline grassroots advocacy campaigns including predictive modeling, micro-targeting, recruitment and mobilization of activists, campaign strategy and analysis.

Rob Pettit is a Sr. Communications Specialist with Entergy where he focuses on social and digital media within the Corporate Communications department. A certified project management professional (PMP), Rob uses his previous experience working as a digital marketing strategist with government organizations, advertising agencies, non-profits and start-ups to help support the company’s corporate social media strategy and management of 19 social media feeds, with an audience of over 400,000. Rob is currently serving as the Chair of Entergy’s Pride employee resource group. In this role, he and his three-member lead team are focused on creating an inclusive environment that brings awareness and support to LGBTQ employees and allies at Entergy. The ERG supports Entergy’s diversity, inclusion and belonging initiatives through efforts like participating in the annual Human Rights Campaign Corporate Equality Index survey, volunteering with local LGBTQ-supporting organizations and organizing employee events to build awareness around issues that LGBTQ employees face in the workplace.