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Business-to-Business

This event has ended.
Begins: Tuesday, November 12, 2013 at 9:00am
Ends: Tuesday, November 12, 2013 at 2:15pm
Location: Advertising Research Foundation
432 Park Avenue South
6th Floor
New York, NY 10016

Meeting notes are available to current, logged in Members only.

NETWORKING BREAKFAST (9:00 – 9:30AM)

INTRODUCTIONS (9:30 – 9:45AM)


I. DELOITTE HEALTH CARE'S SOCIAL MEDIA STRATEGY (9:45-10:35AM)
With marketing budgets getting tighter year-over-year, Deloitte turns to social media to help boost its marketing efforts and to build its brand. Within health care, Deloitte is positioning itself as a thought leader and trusted advisor to its clients, targets and the media. Deloitte will present two campaign case studies that leveraged social media to make an impact at the 2013 HIMSS Conference and during National Health IT Week.

Speaker:
Turner Roach, Health Care Digital Marketing Manager, Deloitte Services LP


II. HITACHI'S BRAND INTEGRATION OF INDYRACING SPORTS SPONSORSHIP (10:45-11:35AM)
How do you leverage a Sports Marketing sponsorship among 15 different companies, achieve brand integration, ROI, manage racetrack hospitality and generate business?  In this session Hitachi will share its strategy for brand integration across multiple channels such as product packaging, digital, Social Media and event management surrounding its sponsorship of IndyRacing with Team Penske and Hitachi/Penske driver, Helio Castroneves, 3 Time Winner of the Indy 500 and 2007 Dancing with the Stars winner! This case study will showcase the strategy behind the campaign, share creative executions and results and management done in-house by Hitachi.

Speaker:
Lauren E. Raguzin, Director, Branding and Corporate Communications, Hitachi America, Ltd.


III. CIT'S PORTMANTEAU CAMPAIGN
(11:45AM- 12:35PM)
Founded in 1908, CIT Group is a Fortune 600 financial services company that provides lending, leasing and advisory solutions to small and middle market businesses globally. Dan Infanti (SVP) and Abby Cohn (VP) of the Marketing and Advertising Group at CIT will present a B2B case study on their innovative "Portmanteau" marketing campaign that clearly differentiates CIT from other commercial banks. Attendees will hear about this integrated campaign involving print, radio, digital, search, social media and employee engagement and how this multichannel approach worked together to ensure the campaign's success.

Speaker:
Daniel Infanti, SVP, Marketing and Advertising, CIT
Abby Cohn, VP-Marketing & Advertising, CIT



LUNCH (12:35-1:15PM)


IV. TOOLKITS TO HELP MEMBERS EFFECTIVELY MANAGE THEIR ANA MARKETING RESOURCES (1:15- 2:00PM)
The ANA made 18 toolkits available to members, on topics including Agency Management, Market Research, and Content Marketing. These toolkits are interactive, simple-to-follow and customizable, making it easier for you to justify marketing resources and meet your unique needs.  The Lead Generation Methodology Toolkit document consists of 6 stages, each with a description, steps, and action items using tools and templates. The ANA's Marketing Knowledge Center will provide an update on these toolkits, how your team can access them, and conduct a live demonstration with Q&A.

Speakers:
Arthur Tharpe, Senior Director, Marketing Knowledge Center, ANA
Catlin Nitz, Senior Knowledge Manager, Marketing Knowledge Center, ANA

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