Whether you’re flying solo or growing your startup, there's a community of changemakers eager to connect and support you along your journey. Join us at these events — many virtual so you can attend from anywhere in the world — and start engaging with our global impact + innovation ecosystem!


Jul 17
Open Project Night @ Impact Hub Houston
808 Travis St ste 102 - 808 Travis Street #ste 102, Houston, TX 77002



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Customer Journey Mapping for Marketing Success

June 12 @ 11:00 - 12:00 CDT

Learn how customer journey mapping can enhance your brand strategy and drive impactful marketing outcomes with Samantha Carroll.

Entrepreneurs are consistently educating others about their products, services, or successes, utilizing any channels that may help them connect with their buyers. So, why do so many entrepreneurs still feel like their messages and actions are falling flat? How can they pinpoint where and how to interact with their buyers to promote action and influence their decision-making processes? It starts with understanding the customer journey and how it intersects with your brand-building efforts.

The Nasdaq Center is delighted to be joined by Samantha Carroll, CEO and Principal Consultant at Once Upon a Brand and Milestone Circles Participant, for a deep dive into how you can optimize your marketing and brand strategy through the lens of customer journey mapping. Drawing from her expertise in communications, Samantha will guide you on how to think about the customer journey, assess your audience’s understanding of your brand, and plan activities that drive action or response. Join us to learn how customer journey mapping can work hand-in-hand with your brand strategy to create successful marketing outcomes.

Key Takeaways:

  • The Customer Journey: learn how to map out each stage, identify and optimize key touchpoints where consumers interact with your brand, and align your marketing strategy to ensure a targeted approach.
  • Your Audience and Your Brand: learn how to collect and analyze customer data to identify gaps, create targeted communication strategies for different segments, and explore strategies for measuring brand awareness and recognition.
  • Driving Action: learn how different marketing tactics resonate with different consumer segments, understand the key elements to crafting a compelling call-to-action, and explore strategies for long-term planning and execution.


Samantha Carroll

CEO & Principal Consultant, Once Upon A Brand

As CEO and Principal Consultant of Once Upon A Brand, Samantha drives high-profile communications projects, ideates strategies, and defines messaging development for mature and growth-stage clients in healthcare, health and social advocacy, higher education, and technology sectors.

She has advised and supported global, national, and regional organizations like Walden University, Prevent Child Abuse America, Historic Ships on behalf of the Maryland Office of Tourism for Maryland Fleet Week, IPS Learning (now part of Korn Ferry), KenCrest, and many more impact-driven clients. During her time at Booz Allen Hamilton, she won several corporate awards for her work on behalf of large-scale communications projects in the federal sector.

Samantha has been a Featured Expert on Mark Cuban-backed technology platform, Catalant, a Series Writer for Bloomberg BusinessWeek’s MBA Journal, and created curriculum content for The George Washington University Center for Entrepreneurial Excellence and Center for Integrative Medicine on behalf of the mindfulness program.

In 2023, she led Once Upon A Brand to win a PRSA (Public Relations Society of America) Pepperpot Award for excellence in Executive Communications.

Samantha has been an invited Speaker at Georgetown University McDonough School of Business, where she also obtained her MBA, lending her experience to graduate students interested in entrepreneurship. She is a Communications Advisor with Emory University Advancement and Alumni Engagement, providing executive communications to C-suite and senior leaders and is also a featured webinar speaker. She graduated cum laude with Honors in Economics from Emory University.

Samantha also lends her expertise to local youth education and arts advocacy organizations in Bucks County, Pennsylvania.

You can learn more about Once Upon A Brand at www.OnceUponABrandLLC.com.

The Nasdaq Entrepreneurial Center is a 501c(3) public charity whose mission it is to make entrepreneurship accessible to all. We deliver world-class resources and mentoring to enable every entrepreneur across the globe to realize their maximum potential. Please join us and make your gift to ensure these transformative programs may continue to reach the underserved.

All Nasdaq Entrepreneurial Center programs and services are extended to the public on a nondiscriminatory basis. Reasonable accommodations for persons with disabilities will be made if requested at least 48 hours in advance of this event; please send an email to [email protected] with the subject header ACCOMMODATION REQUEST. For assistance with registration or other technical difficulties, please contact [email protected]


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