Integrated Marketing @ Lowe's (Members Only Conference) presented by USPS

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Agenda

TIME EVENT DETAILS LOCATION
Wednesday, June 4, 2014
8:15am Breakfast

9:00am General Session

LOWE’S “SPRING IS CALLING” INTEGRATED CAMPAIGN DRIVES MULTI-CHANNEL AWARENESS

In the home improvement industry, Spring is a big deal.  To be successful, Lowe’s has to constantly find new ways to make the Spring message break through the seasonal clutter regardless of good weather or bad.  This session will take a look at Lowe’s Spring 2014 integrated campaign, “Spring is Calling”, which included messaging designed for mass channels as well as a more personalized approach to a new season of home improvement projects. You’ll also learn how Lowe’s marketing innovations are bringing this campaign to consumers in new and different ways.

Alton McLellan
Director, Seasonal Marketing & Content Strategy Lowe’s
Shannon Versaggi
Director, Marketing Strategy Lowe's

COCA-COLA’S INTEGRATED APPROACH TO THE SUPER BOWL

Following the successes of their Polar Bowl campaign in Super Bowl 2012, and their Coke Chase Campaign in 2013, Coca-Cola raised the bar in 2014.  This session will explore the integrated marketing strategy behind Coca-Cola's “It’s Beautiful” Super Bowl Campaign. The campaign, which celebrated modern America and featured bi-lingual American girls singing “America the Beautiful” in different languages, generated much attention on social media when it aired during the Super Bowl. Learn how Coca-Cola developed the content and created an integrated marketing campaign around the idea that America is beautiful and Coke is for everyone.

Jennifer Healan
Group Director, Integrated Marketing Content Coca-Cola

Fidelity Investments: Integrated Marketing Channel Evolution

Integrated marketing is not as easy as taking one message and placing it across several channels. Consumers and technology have changed, and as a result marketers have to be innovative and creative to break through the clutter. This session will take a look at Fidelity’s newest advertising campaign, the cross channel use tailored for mediums, especially digital, and how various mediums pertain to the purchase and consideration process. It will also illustrate how success metrics vary depending on the type of creative execution, placement and where in the purchase funnel a consumer is.

Bonnie Eadie
Account Director, Integrated Marketing + Communications Fidelity Investments
12:00pm Lunch

1:00pm General Session Cont.

CHIQUITA: ENERGIZING BRAND RELEVANCY THROUGH INTEGRATED MARKETING PARTNERSHIPS

Faced with shrinking marketing budgets and an increasingly commoditized product, Chiquita was forced to get creative with marketing and more precise with who they target. While Chiquita enjoys strong brand awareness with baby boomers, the millennial generation is not as familiar with them. In this session learn how Chiquita develops partnerships and builds integrated marketing campaigns to extend their brand relevancy through partnerships such as the their one with Universal Studios and their franchise hit; Despicable Me 2.

Rob Adams
Director, Marketing and Channels Chiquita Brands

POSTAL SERVICE AND SPIDERMAN: AN INTEGRATED PARTNERSHIP

What does the Postal Service and Spiderman have in common?    Speed, agility and reliability.  Discover how Sony and the Postal Service partnered to develop an integrated marketing campaign using a well-known figure, Spiderman, to help promote Priority Mail and the launch of the latest Spiderman movie.

Betty Su
Executive Director, Brand Marketing USPS
Kasha Cacy
EVP, Managing Client Business Partner Universal McCann

NASCAR: THE EVOLUTION OF A BRAND

Universally regarded as one of the world’s most successful sports entertainment properties, NASCAR possesses the most brand-loyal fans and the largest sustained television audience across the season in sports. But in 2009, NASCAR faced softening demand and a weakened economy that hit NASCAR fans and sponsors particularly hard. In response to these industry-wide headwinds, NASCAR commissioned perhaps the most comprehensive research undertaking ever by a sports league to uncover insights that would lead to a business strategy called the Industry Action Plan.  Discover how NASCAR is rebranding itself to maintain loyalty among avid fans and attract new followers through an integrated strategy rooted in research and consumer insights.

Brian Moyer
Managing Director of Market and Media Research NASCAR
3:30pm Conference Adjournment