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Event Description
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Dates & Times
Starts: Tuesday, November 18, 2008 at 8:30am
Ends: Tuesday, November 18, 2008 at 2:30pm
Venue/Location
Franklin Resources, Inc.
One Franklin Parkway
H. L. Jamieson Auditorium - Building 920
San Mateo, CA 94403
Agenda
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This ANA Western Region Workshop is being hosted by Franklin Resources and sponsored by Google
8:30 am Continental Breakfast
9:00 am Welcoming Remarks - Virginia Marans, SVP Marketing Admin & Planning, Franklin Resources and Tracy Owens, Senior Director, Western Region, ANA
9:15 am Become a Growth Champion - Marketing is the ultimate economic rescue package. It stimulates growth for each of your businesses ... and for the country overall. And growth champions ... the movers and shakers who deploy marketing strategies with creativity and precision to achieve brand and business growth, are the fuel for the marketing engines within each of your companies. Michael Palmer, dean, ANA School of Marketing, will demonstrate why Growth Champions are truly Masters of Marketing - how by framing specific, measureable growth objectives, and by monitoring performance continuously - often in real time, they can achieve measureable brand and business growth - consistently and impressively.
9:45 am Building a Brand-Driven Business - What are the keys to brand success? How do you get ahead of the curve? How can you optimize your consumers' brand experience? In this interactive session we will discuss how your company can benefit from aligning your brand and business strategy and managing all critical interactions with consumers. Jay Milliken, Partner in Prophet's San Francisco office will discuss how to use brand to transform your organization, the role of touchpoints in the consumer experience, and how to assimilate a consumer-centric strategy throughout the organization to create brand-driven value and improve business results.
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10:45 am Charles Schwab engineered a very successful turnaround by dramatically changing their business and marketing model. They brought Chuck Schwab back, they learned what their customers wanted and they delivered. A Case Study delivered by Nicole Portet, Director, Brand Advertising from Charles Schwab & Company Inc. will highlight the challenges the Charles Schwab brand team faced and how they successfully incorporated highly targeted brand advertising to return their brand to world-class status.
11:45 am Building Brands Through Social Media Networks- Frank Dudley, CMO, 'mktg' will discuss rethinking the marketing mix on how to build your brands.
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12:30 pm Networking Luncheon - an opportunity to meet your peers
1:30 pm It Comes Down to Strategy - The success or failure of many marketing campaigns hinge on one thing - relevancy. In a market where it is becoming more and more difficult to serve ads that will reach and resonate with target audiences, how do you plan for success? This presentation delivered by Andreas Roell from Geary Interactive will outline how advertisers - both online and offline can use digital formats as part of their strategic advertising campaigns to increase their brand's ability to affect consumers. It will explore best practices in online market segmentation and budgeting for the digital marketing ecosystem. Attendees will learn how to strategically utilize untapped but viable outlets to control and track how users perceive their messaging. Finally, the group will walk away with a comprehensive understanding of how to use the opportunities in the digital environment to enhance their marketing campaigns.
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2:30 pm Adjournment