Hybrid Event
August 19 @ 7:30 am - 9:00 am
Hybrid Event

One of the biggest risks on social today isn’t missing a trend—it’s forcing one. By moving beyond chasing what’s popular and instead using trends as a strategic tool, brands can strengthen relevance, credibility and performance with intention, not impulse.

This session will offer a clear, repeatable framework for deciding when to lean into a trend and when to sit it out, so your brand shows up as culturally relevant without feeling forced or tone-deaf. You’ll leave empowered to confidently pursue the right trends and push back on the wrong ones, grounded in audience insight, brand fit and algorithmic impact.

KEY TAKEAWAYS

  • Reframe the role of trends from fleeting moments to a strategic lever that supports your broader social goals when used with intention
  • Learn a fast, repeatable way to evaluate trend fit so you can ensure audience relevance and brand alignment before investing time or resources
  • Build confidence in your decision making, allowing you to thoughtfully merchandise trends and clearly articulate when and why to pass

ABOUT OUR SPEAKERS

Kat Graham, Account Executive, PR, Social & Content – Hiebing

Chicago-area native Kat Graham has built her career around her multidisciplinary interests in storytelling, digital culture and strategic problem-solving. She graduated from Gonzaga University in 2020 with a degree in public relations and has a certification in UX/UI design from Northwestern University, bringing a user-centered lens to her social and content work.

Kat joined Hiebing’s PR, Social & Content team in 2024, leading and supporting social media strategy, PR and content development and community management for national brands across the construction, manufacturing and industrial industries. Her work spans paid social campaigns (including copywriting and ideation), influencer program support and long-form content—helping brands show up online with intention, consistency and cultural awareness.

Outside of work, Kat is active in the local music scene and creative community and is always finding inspiration at the intersection of art, music, history, culture and digital connection.

 

Bri Ugalde, Senior Account Executive, PR, Social & Content – Hiebing

Southwest Wisconsin native Bri Ugalde has built her career around her interest in storytelling, culture and the way people connect with brands. She graduated from Edgewood College with a degree in Communication, with an emphasis in Message in the Media, and a minor in Business, bringing both strategic thinking and creative perspective to her work.

Bri joined Hiebing in March 2025, where she initially worked on the brand development team on the B2B side. She has since returned to her roots in social and content, where she now leads social media and content strategy in the B2C space, helping brands create work that feels relevant, engaging and true to their audience.

Outside of work, Bri spends her time exploring creative outlets including painting and portrait photography, and finds inspiration through travel, culture and visual storytelling.

TIME:

  • 7:30 – 8:00AM – check-in, coffee, and networking
  • 8:00 – 9:15AM – presentation followed by Q&A

If you aren’t able to join us in person, our sponsor, Live Well Video will be LIVE STREAMING this event on our Social Media Breakfast Madison Facebook page, YouTube channel and on LinkedIn beginning at 8:00am.

LOCATION: In-person and virtual options available!

SPONSORS:

NONPROFIT SPOTLIGHT: FairShare CSA Coalition

FairShare CSA Coalition is a Madison-based nonprofit working to build resilient food communities by investing in farmers and empowering eaters. They connect  people to local, organic farms through Community Supported Agriculture (CSA) programs, while also helping make fresh, farm-grown food more accessible through their Partner Shares program, which provides financial assistance to households in need.

Beyond supporting consumers, FairShare plays a major role in strengthening the farming community. They offer education, training, and peer-to-peer collaboration opportunities to help farmers grow sustainable businesses, develop their skills, and build strong support networks across the Midwest. Their work ultimately creates a healthier, more connected local food system where both farmers and communities can thrive.

One of their signature events is Bike the Barns, happening on September 20. It’s a full-day cycling experience through scenic countryside with stops at local farms. Riders enjoy farm tours, incredible local food, craft beverages, and live music, all while supporting FairShare’s mission and raising funds to make fresh food more accessible to all.

Connect with them at:
Website: csacoalition.org
Facebook: @FairShareCSACoalition
Instagram: @fairshare
LinkedIn: FairShare CSA Coalition