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NETWORKING BREAKFAST (8:30 – 9:00)
INTRODUCTIONS (9:00 – 9:15)
THEME: CONTENT MARKETING
"Content is King" has been echoed by marketers time and time again, but how brands leverage original content to achieve business objectives is easier said than done. With the proliferation of social media and mobile devices, consumers are increasingly demanding the availability of new content at every touch point and marketers are making significant investments to ensure that it is their brands that hold audience's attention. Learn from senior marketers and industry leaders about how they are successfully producing original content that engages their core audiences while delivering on brand metrics.
I. DEVRY: CONTENT MARKETING CASE STUDY (9:15-10:15AM)
By 2025, we could have 20 million jobs without enough college graduates to fill them. The future isn't what it used to be. It's a new world, a new tomorrow with new careers and new challenges coming every day. This is a new reality for those with the right kind of education.
DeVry University will present their current integrated campaign – Know How for a New Tomorrow – and how branded content, used in the paid, owned and earned space, is helping them elevate this issue and prepare Americans for the careers of tomorrow.
Jenni Nelson, Brand Director – DeVry
II. KRAFT FOODS: BEST PRACTICES ON GENERATING INSIGHTS FOR CONTENT MARKETING (10:15-11:15AM)
Julie Fleischer, Director, CRM Content Strategy & Integration – Kraft Foods, Inc. will share how Kraft has become best-in-class in generating insights for content marketing.
Julie Fleischer, Director, CRM Content Strategy & Integration – Kraft Foods, Inc.
III. SONY/COLUMBIA RECORDS: ENHANCING YOUR CONTENT WITH MUSIC (11:30AM-12:30PM)
"Every time a brand uses music — in marketing, sales or in a PR context, regardless of the music, genre, style, artist, or channel through which it is played, the music is influencing a customer's perception about the brand. It is effectively creating an asset or liability for its overall brand equity." — Ruth Simmons and Rachel Simmons, Sound Branding Consultants
From Madonna to Lady Gaga, leading brand marketers understand the power that music has on consumer behavior and the influence that artists have over their fans. For decades, savvy brand marketers have used music to build emotional connections with their consumers and align themselves with popular artists. Hear how today's brand marketers are using music to enhance their content, drive awareness and good will, and differentiate themselves In the digital world.
Elliot Lum, Vice President Strategic Marketing – SONY/Columbia Records
IV. TRENDS AND BEST PRACTICES IN CONTENT MARKETING (1:00-2:00PM)
Joe Pulizzi, author, speaker and evangelist, is a content marketing expert dedicated to helping companies grow profits by creating better content. One of the founders of the content marketing movement, Joe launched what is now the Content Marketing Institute back in 2007 as a true online resource for those interested in content marketing and brand storytelling. In this session, you will learn best practices and the latest trends in content marketing.
Joe Pulizzi, Founder– Content Marketing Institute