RICHFIELD, MN – On Saturday, May 2, 2026, marketing expert and community builder Juan Llerena took the stage at the Best Buy Headquarters for Minnebar20, delivering a transformative session titled “The Community Connection: Strategic Marketing, Outreach, and PR for Community Leaders.”
The session, held in the Florida Room, addressed a critical challenge for modern leaders: the difference between simply “making noise” and executing a strategic vision that builds a bridge to the community. Llerena, the founder of JLLB Media and the nonprofit Vamos Impact, drew on over 20 years of experience to move attendees from a reactive “firefighting” mindset to a proactive, roadmap-driven strategy.
Transforming Philosophy into Action
During the workshop, Llerena introduced the “Triple Threat” Strategy, emphasizing the intersection of Marketing (the what/how), Outreach (the who), and Public Relations (the why). By mastering these three pillars, leaders can move beyond operating in silos to create authentic, sustained community awareness.
“Being stuck doesn’t mean you’re broken; it means you’re ready for a shift in strategy and mindset,” Llerena shared during the presentation. “You are not behind. You’re just getting started.”
Strategic Frameworks for Modern Leaders
Key highlights of the session included:
- The PESO Model: A deep dive into utilizing Paid, Earned, Shared, and Owned media to meet audiences where they are.
- Inclusive Communication: Strategies for looking “beyond the lens” to ensure messaging is accessible and culturally aware, particularly for non-English speaking community members.
- The Elev@te Framework: A practical three-step process to clarify paths and simplify priorities while protecting personal energy—a framework featured in Llerena’s book, Elev@te: Lessons to Master the Balance of Entrepreneurship, Personal Growth, and Self-Care.
The session was designed for a diverse group of attendees, from tech-interested leaders and entrepreneurs to decision-makers in the nonprofit and government sectors. The goal was simple: provide the tools to become an “Ultimate Connector” in the local ecosystem.
A Successful Collaboration
The event’s success was made possible by the incredible efforts of the Minnesota tech and professional community. A special thank you goes to Minnestar, Best Buy, and the dedicated team of volunteers and supporters who made #Minnebar20 one of the most valuable and well-attended events in the region.
Partner with JLLB Media
As organizations look to move from strategy to implementation, JLLB Media remains a premier partner for those seeking to deepen their local impact. Whether you are a government agency, a for-profit corporation, or a nonprofit organization, JLLB Media provides comprehensive support in:
- PR Strategy and Earned Media Support
- Brand Reputation Management
- Inclusive Outreach and Cultural Communication
To discover how your organization can stop reacting and start leading, visit the JLLB Media PR and Reputation Management page or contact juan@jllbmedia.com to explore tailored support for your next project.
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