Best Practices Workshops at the 2015 NEMOA directXchange conference in Boston March 11th.

You missed it, join the mailing list to get updates on future workshops!

When: March 11th 8:30 AM to 12:00 PM
Where: Renaissance Boston Waterfront Hotel – Boston, MA
Cost: $149 for the Best Practices Workshops, lunch and the opening session of the NEMOA directXchange Conference. $99 if you are a registered directXchange attendee.

Cat-U is teaming up with NEMOA and the directXchange conference to bring you live, hands-on catalog best practices workshops. You can attend just the workshops, or add one to your directXchange conference package and SAVE $50. Taught by the Catalog University Deans and leading industry experts, these interactive workshops will teach you the tried and true catalog best practices that really work AND you will take that knowledge and apply it to YOUR catalog. No messing around with “ACME Catalog” or “Widget X”. This amazing combination of sound theory and solid application lets you ask questions, and get peer input and insight into your own catalog. This is a unique opportunity to roll up your sleeves, dig deep, get actionable advice, find missed opportunities, and develop real strategies that will work for your catalog. Registration is limited to 30 students per workshop so register today—this is something you won’t want to miss!

Register for Workshops Only  Workshop and Conference Registration


3 interactive workshops to choose from:


Find out how to develop your brand to improve recognition and engage customers. Then dial in your creative with strong messaging, brand driven design and ease of shopping. Imagine what a lift that would be for your creative efforts.

Brent Niemuth

Brent Niemuth, J. Schmid & Assoc.


Brent is considered a thought leader in the world of multichannel marketing. He has spent over 20 years in the industry, working with top-tier brands such as Microsoft, Disney, Hallmark, Hershey’s, eBay, House of Blues and American Express. Brent has gained a national reputation for challenging industry norms and is known for his pragmatic methods and strategic acumen. He’s devoted his entire career to helping companies differentiate their brands, develop their messaging, and create breakthrough campaigns that get noticed and get results.

Brent is an award-winning designer and nationally-recognized speaker on the topic of branding. He often gives dynamic presentations at conferences across the globe, and has been a guest lecturer at the Johns Hopkins University MBA Marketing program. He writes frequently for industry publications. He is a graduate of the University of Kansas. And he still claims to be the fifth Beatle.


Sarah Fletcher

Sarah Fletcher, Catalog Design Studios


Sarah, whose mother was an art director, literally grew up in the art department of an advertising agency. After a brief rebellion she began her career at age six, stripping boards and organizing type. To date she has worked in almost every capacity of the business, from production assistant, to copywriter, to photographer, to creative director. Her main focus for the past twenty years has been catalog design and development. Her clients have included International Paper, Scholastic, Mrs. Beasley’s, Harrington’s of Vermont, The Vermont Country Store, Smith+Noble, Junonia, Wyeth Pharmaceuticals, SmartPak Equine and Penn State Industries. Her articles have appeared in Catalog Success Magazine, Multichannel Merchant, and DM News. She has spoken at The Annual Catalog Conference, The National E-tailing & Mailing Organization of America (NEMOA) conference and the GCIC/GPC. Sarah is a judge for both the MCM Awards and the International Echo Awards. Sarah’s a Stones fan, don’t tell Brent.



Learn how to apply proven and practical approaches to your catalog’s merchandise. This workshop covers assortment planning, item selection, setting retail price and margin, assigning catalog space, unique selling benefit positioning, and the initial buy. Success is all about great merchandise, this is a unique opportunity to learn from two industry leaders.

Larry Shaw

Larry Shaw, Merch Success


Larry has been responsible for overseeing the merchandising for some of the most product focused retail and direct marketing companies during his 25 year retail tenure. His is currently developing world class merchandising solutions for the retail industry with Merch Success, a company he helped found. Past President of Southern Season in Chapel Hill, NC, the gourmet specialty food and gift store, restaurant, and cooking school boutique chain that is consistently ranked as one of the top destination retail concepts in the United States. Larry was responsible for expanding the 70,000 item product assortment across specialty food, gift, housewares, kitchen, home, gift basket, wine and beer, health and beauty, and floral categories. Prior to Southern Season Larry was Executive Vice President of The Vermont Country Store, where he oversaw the strategic development and execution of their product concepts across numerous product categories, including clothing, domestics, food, gift, personal care, household, kitchen, and holiday. He developed a lot of innovative merchandising programs during his 12 years there, including bringing back to the marketplace many nostalgic dormant brands such as Gee Your Hair Smells Terrific and the Caroler Candles. Larry has also held senior executive positions at Nordstrom and Hanover Direct and provided counsel for companies such as Green Mountain Coffee, Eddie Bauer, J Jill, Stoneycreek Brands, and 1-800 Homeopathy.


George Mollo

George Mollo, Cohere One


A 30+ year veteran of the direct marketing, wholesale and retail industries, George has served in senior executive positions for several direct mail companies, including start-ups and turn-arounds. These companies included Lillian Vernon Corporation, Genesis Direct, Disney Direct, and J. Crew Group, Inc.. George has hands-on experience at all levels of management, including financial, operational, systems and merchandising.



The first portion of this workshop will teach you how to find customers, develop a testing program, isolate key data points, and more. The second, online portion of the workshop covers how to identify and implement techniques that increase email productivity. Students will learn strategies for building a seamless catalog to e-commerce shopping experience.  And will discuss best practices for modern e-commerce site development, aimed at optimizing conversions. Think about how helpful it would be to get top leaders to coach you, show you what worked for them, and show you how to apply it to your company.

Gina Valentino

Gina Valentino, Hemisphere Marketing


Gina’s 20 years in the catalog industry leverages experience and multi-channel disciplines. She has worked with catalogers such as Road Runner Sports, Disney Direct, Barrie Pace, Spiegel, See’s Candies, Home Depot Direct, Hickory Farms, and Spanx. Gina is a featured writer for MultiChannel Merchant Magazine. She serves as a judge for the Annual Catalog Awards and is also a member of the Printery House Advisory Board.


Carey Kegel

Carey Marston Kegel, SmartPak Equine


Carey Marston Kegel serves as Email Marketing Manager at SmartPak Equine, a leading equestrian retailer with an online and catalog presence. Carey has been with SmartPak for seven years, and over her five year tenure leading the email channel, she has led several initiatives that catapulted email into a multimillion-dollar annual revenue driver. An avid equestrian herself, Carey truly knows her audience.


Halley Silver

Halley Silver


Halley Silver grew up in London and Cleveland, and is a graduate of Wesleyan University. Since 1995, she has managed online development at several companies, including the former Excite@Home, where her career in managing search technologies and interfaces began.  She moved into the world of catalog and e-commerce as Director of Online Services at King Arthur Flour, where during her tenure they saw tremendous growth in both traffic and revenue.  She also guided King Arthur Flour’s mobile strategy, web-based content marketing programs, social media efforts, and its very successful email marketing program.  Halley currently works as a consultant, helping businesses evolve and optimize their e-commerce initiatives.


Register for Workshops Only  Workshop and Conference Registration