Sponsorship & Event Marketing

NETWORKING BREAKFAST (8:30 – 9:15)

INTRODUCTIONS (9:15 – 9:30)


I. MEANINGFUL MARKETING: THE NEW HEART OF CORPORATE/NON-PROFIT PARTNERSHIPS (9:30-10:30AM)
Marketers have a new view of the role of nonprofit partnerships, a shift that IEG has named Meaningful Marketing. This presentation will explore the objectives associated with aligning with charities and cause-related organizations in the most efficient and effective way. Corporations are seeking to integrate their efforts behind a singular and truly meaningful idea that can achieve economies of scale and generate significant impact. Equipped with that big idea, they then need to identify the cause or causes that can deliver the brand value and marketing assets needed to live up to the idea's promise, spread its message and achieve the desired results. ConAgra, a longtime leader in incorporating cause initiatives into its marketing partnerships, will share how it takes a "No Lecturing" approach to cause marketing, focusing on hopeful messaging instead.

Speakers:
Jim Andrews, Senior Vice President– IEG
Chris Sinta, Director Consumer Promotions & Sponsorships- ConAgra Foods


II. AMERICAN HEART ASSOCIATION: ENGAGEMENT CAN SAVE LIVES (10:45-11:45AM)
Gerald Johnson, Chief Marketing & Diversity Officer-American Heart Association will present the Go Red For Women engagement strategy and execution that the American Heart Association launched in 2004 as a strategic effort to increase women's knowledge of their risk of suffering from heart disease. Over the past 10 years Go Red For Women has recruited over 1.5 million women for the movement and over $300 million has been raised for much-needed research and education. This session will explain how the American Heart Association succeeded with this campaign.

Speaker:
Gerald Johnson, Chief Diversity Officer and EVP Marketing – American Heart Association


III.  LUNCH ROUNDTABLE DISCUSSION (11:45AM-12:45PM)
During this lunch session, Sponsorship & Event Committee members will be asked to share their experiences and perspectives on the topic of cause marketing. This is a great opportunity to learn from your peers at other companies.

Facilitators:
Gerald Johnson, Chief Diversity Officer and EVP Marketing – 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


IV. WHIRLPOOL CORPORATION ACTIVATES CAUSE MARKETING ACROSS ALL BRANDS (12:45-1:30PM)
In this session, Whirlpool will share how its commitment and dedication to cause marketing activation and sponsorships permeates through all its brands. The presentation will cover the strategy of social responsibility and engagement by Whirlpool and its employees. Case studies will include Whirlpool Corporation's work with the United Way and Habitat for Humanity, Maytag's connection to The Boys & Girls Club, and the KitchenAid Cook for the Cure program. These programs are just a few examples of Whirlpool's culture of community responsibility.

Speakers:
Brian Maynard, Director Jenn-Air Brand Marketing – Whirlpool Corporation
Deb O'Connor, Director Corporate Reputation & Community Relations – Whirlpool Corporation


V. CITY OF HOPE: CAUSE MARKETING 101 (1:30-2:30PM)
Mary Sadeghy, Senior Director Marketing & Business Development- City of Hope will share best practices, methodologies and the fundamentals organizations should explore in cause marketing. You will also hear insightful and successful examples from various industries in the practice of cause marketing, in addition to the efforts at City of Hope.

Speaker:
Mary Sadeghy, Senior Director Marketing & Business Development– City of Hope