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ITT, one of the world's most esteemed companies and brands for the past century, spun itself off into three separate businesses on (of all days) Halloween 2011. Employees, distributors, customers and stockholders needed to be reintroduced, quickly, to the "new ITT" and what it stands for. To successfully accomplish these goals, the rebranding of the"100-year-old startup" took place with the help of digital and social media strategies that engaged employees and other key audiences, and led to a year of sales increases, stronger brand preference and stock market gains.

Anthony D'Angelo will present this case study demonstrating how even an old-line manufacturing company can apply social media strategies to rebrand itself inside and out. In this session, you will learn:

• Digital and social media can empower and accelerate rebranding strategies, and provide actionable data for rebranding efforts.
• Internal and external stakeholders whom you might not expect to be attracted by digital and social platforms can indeed be engaged by them, participating, learning and having fun in the process.
• New technologies can (and must) be effectively integrated into communications and branding strategies to promote consistency, retention and speed.

Anthony D'Angelo, APR, Fellow PRSA, is senior manager, communications for ITT Industrial Process, responsible for internal and external communications strategies and programs. With more than 20 years of corporate and agency experience, he joined ITT in 2011, following service in lead communications roles for Carrier Corporation and Magna International. He is also an adjunct professor of public relations at Syracuse University's Newhouse School of Public Communications.

Connect with Anthony on Twitter.