Sponsorship & Event Marketing

NETWORKING BREAKFAST (9:00–9:30)
INTRODUCTIONS (9:30–9:45)

I.  HOW A BRAND SPONSORSHIP CAN HELP CHANGE A COMMUNITY (9:45-10:45)
In this session, Deb O'Connor, Senior Manager, Brand Experience – Whirlpool, will share how the KitchenAid brand's presenting sponsorship of the SrPGA Championship not only created new customers and increased awareness for KitchenAid brand, but is helping to transform a community in need. Deb will explore the event activation and public relations plan that brought unprecedented exposure to a small community in Southwest Michigan.

Speaker:
Deb O'Connor, Senior Manager, Brand Experience – Whirlpool Corporation

II.  MEMBER ROUNDTABLE DISCUSSION (11:00-NOON)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics while learning from your peers from other companies. In this session, ANA members will explore the following topics:

• Pros & Cons of Different Measurement & ROI Frameworks
• Digital & Social Media Activation Best Practices
• Cause Marketing Lessons Learned

Facilitators:
Gerald Johnson – American Heart Association and ANA Sponsorship & Event Marketing Committee Co-Chair
Brian Maynard, Director, Marketing – Whirlpool Corporation and ANA Sponsorship & Event Marketing Committee Co-Chair

LUNCH (NOON-1:00)

III. THE BROWNING OF AMERICA: POTENTIAL IMPACT ON THE SPONSORSHIP & EVENT MARKETING INDUSTRY (1:00-2:00)
The most recent U.S. Census figures show that Caucasian births are no longer the majority in the United States. The ever increasing diversity across the nation has a variety of implications for marketers, including changing the ways brands use sponsorships and events to engage with these transforming audiences. In this session, Gerald Johnson, from the American Heart Association, will discuss how the shifting demographics will impact the sponsorships and event marketing industry and share examples of how the American Heart Association is adapting their efforts to better meet the needs of the country’s growing diversity.    

Speaker:
Gerald Johnson – American Heart Association and ANA Sponsorship & Event Marketing Committee Co-Chair

IV.  REVIEW & TOPICS FOR NEXT MEETING (2:00-2:30)