Sponsorship & Event Marketing

NETWORKING BREAKFAST (8:30–9:15AM)
INTRODUCTIONS (9:15–9:30AM)


I. DATA-DRIVEN DECISIONS TO SUPERCHARGE YOUR SPONSORSHIP PORTFOLIO (9:30-10:30AM)
In this session, IEG will show how you can use research and analytics to make data-driven decisions regarding your sponsorship portfolio.  Kristen Pelachyk, Senior Director of Research and Analytics – IEG, will walk you through several real-life examples of how brands have used data to supercharge their strategies, make real-time adjustments and track performance of their sponsorships.

Speaker:
Kristen Pelachyk, Senior Director of Research – IEG


II. BMO HARRIS:  HOW A FINANCIAL INSTITUTION ACTIVATES AND MEETS SPONSORSHIP GOALS (10:45-11:45AM)
In this session, Amy Potter, Senior Manager, U.S. Sponsorship and Heather Grant, Manager, U.S. Advertising – BMO Harris Bank will share their insight into creating a fully integrated sponsorship and advertising plan to meet the goals and objectives of the bank through the Chicago Bulls and Blackhawks sponsorships.

Speakers:
Amy Potter, Senior Manager, U.S. Sponsorship – BMO Harris Bank
Heather Grant, Manager, U.S. Advertising – BMO Harris Bank


III. LUNCH ROUNDTABLE DISCUSSION (11:45AM-12:30PM)
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 Marketing & Diversity Officer – 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. ALLSTATE:  EXTENDING THE BRAND PROMISE THROUGH SPONSORSHIP (12:45-1:30PM)
Learn key insights into how into how one the nation's leading insurance companies integrates their sponsorship portfolio into their overall marketing efforts.

Speaker:
Dan Keats, Director, Integrated Marketing Communications – Allstate Insurance Company


V. HOW SPONSORSHIP HELPED CHOCOLATE MILK TRANSFORM ITS IDENTITY (1:30-2:15PM)
In this session, Miranda Abney, Marketing Director Chocolate Milk – MilkPEP will share how chocolate milk has reinvented itself and carved out a new audience through a fully integrated sponsorship and advertising plan.  Learn key insights around the bold new strategy, Built with Chocolate Milk, and how it has transformed chocolate milk's identity and purpose into a training recovery tool driving consumption and advocacy among athletes.

Speaker:
Miranda Abney, Marketing Director Chocolate Milk – MilkPEP