Deep Dive

What’s Your Brand? Why It’s Important to Know It and Use It! (2.5 CEUs)

Wednesday, August 22
3:30 p.m. – 6:00 p.m.
Delta D

When was the last time you thought about your brand promise? In the waste industry, this is often an overlooked, but critical, component to effective outreach with internal and external audiences—no matter your goal.

Every person and organization has a brand, which is composed of an identity and promise. A “brand promise” is the mental picture people have about how someone or some “thing” (product, service, or cause) will improve their life. Even if that thing is new, a brand promise will develop and evolve, whether you intend it to or not. If you aren’t fostering your brand promise, then someone else is.

Knowing your brand promise and nurturing it with your audience is critical to help you stand out. This hands-on, interactive session will provide attendees with an understanding of how to identify and better communicate the value and impact of a particular brand promise, including takeaways on how to implement this effort within their own organizations and communities.


Kathryn Sandoe, Ed.D., Chief Communications Officer, Lancaster County Solid Waste Management Authority

Kathryn Sandoe

Dr. Kathryn “Katie” Sandoe is a 16-year veteran of the communications, public relations, marketing and public education fields. She specializes in helping organizations establish their unique brands, leverage visual representation to shape public perception, and use the power of story to effect change. Currently, she serves as Chief Communications Officer at the Lancaster County Solid Waste Management Authority (LCSWMA), a regional government agency serving Lancaster and Dauphin Counties in Pennsylvania. At LCSWMA, Dr. Sandoe cultivates a strong community focus and proactive public engagement philosophy within the organization. Additionally, Dr. Sandoe directs the long-term communications and community engagement strategies for LCSWMA to foster the local, regional, and national support needed to advance its operations, projects, and initiatives. She serves on the International Board for SWANA, as well as on the Steering Committee for SWANA’s Young Professionals group. Dr. Sandoe holds Bachelor of Science degree in Public Relations from Millersville University, a Master’s degree in Communications from Penn State University, and an Ed.D. in Adult Education also from Penn State University.


Sarah Bolton, New Business Development Manager, Blue Ridge Services, Inc.

Sarah Bolton

Sarah Christine Bolton is new business development manager at Blue Ridge Services and manages all marketing, sales, and client relationship at Blue Ridge Services. She has worked as a writer and photographer for several years, and has experience in marketing, social media planning and execution, public relations, technical writing, copyediting, graphic design, and education. In graduate school, Ms. Bolton focused on sustainability and marketing, and coordinated an in-depth energy conservation project in partnership with Memphis, Light, Gas and Water. At Blue Ridge Services, she focuses on client relationships, marketing, content creation, and new business development. She has extensive experience in creating interactive training material for the solid waste industry and created the industry’s most comprehensive on-demand training library. Ms. Bolton has edited articles, books and training materials related to the waste industry for more than 10 years and has published work in regional and national publications. She currently serves at Training Committee Chair for the Communication, Education & Marketing Technical Division at the Solid Waste Association of North America, has presented at numerous SWANA conferences, and is certified in Zero Waste through SWANA and the California Resource Recovery Association.

Tiffany Dunn, Executive Director, Saline County Regional Solid Waste Management District

Tiffany Dunn

Tiffany Dunn has been with Recycle Saline: A Solid Waste District since 2012 and serves as Executive Director. In this position, she oversees recycling projects, illegal disposal clean-ups, district tire program, as well as overseeing the education program for the Youth Environmental Ambassadors working with teachers and students on school recycling and sustainability education. She currently serves as the Young Professional representative for SWANA’s Communication Education and Marketing Technical Division and in April 2018 was elected to serve on the Arkansas Chapter SWANA Board. Ms. Dunn received her Bachelor of Arts degree in Business Administration in Marketing from the University of Arkansas at Little Rock.

Elizabeth Roe, President, EcoPartners, Inc.

Elizabeth Roe

For three decades, Elizabeth Roe has been helping public agencies and private companies communicate with the public about recycling, waste reduction, water pollution prevention, sustainability, and more. Ms. Roe has led sessions on communications planning and messaging across media channels at various state, regional, and national conferences. Ms. Roe is President of Eco Partners, Inc., a firm devoted to providing high-quality, cost-effective, customized local newsletters designed with residents in mind. Nationally, she is involved with the National Association of Government Communicators and the Solid Waste Association of North America (SWANA), where she serves as the Past Director of the Communication, Education & Marketing Technical Division.

Ramona Simpson, MPA, Environmental Programs Supervisor, Town of Queen Creek, Arizona

Ramona Simpson

Ramona Simpson, MPA, is the environmental programs for Town of Queen Creek, managing the trash and recycling, air quality, hazardous waste and stormwater programs. Ms. Simpson has been with the Town of Queen Creek for more than 12 years. She also is the Director for the Solid Waste Association of North America’s (SWANA) Communication, Education, and Marketing (CEM) Division. She is a past Chair for the Maricopa Association of Government’s (MAG) Solid Waste Advisory Committee, a member of the MAG Air Quality Technical Advisory Committee and a member of the Arizona Recycling Coalition (AzRC). She is a previous winner of the AzRC Recycler of the Year award for her efforts in education and outreach for the Town of Queen Creek’s Recycling “Do More Blue” Program. The Town of Queen Creek also received the prestigious Arizona Forward’s Award of Merit for Environmental Excellence in Environmental Education and Communication for the Town’s “Do More Blue-Jeans” textile recycling campaign in 201. She was also instrumental in helping the East Valley Recycling Alliance receive the 2014 MAG Desert Peaks Award for Regional Partnership.

Veronica Roof, Senior Environmental Policy Specialist, Burns & McDonnell

Veronica Roof

Veronica Roof is a licensed attorney in the State of Georgia and a member of the Environmental Law Section and Local Government Section of the State Bar of Georgia. She has been a speaker for SWANA’s WASTECON® 2015 conference as well as the for SWANA’s state conferences in Texas, Georgia and North Carolina. Ms. Roof serves as the Vice Director for SWANA’s Communication, Education and Marketing Technical Division.