ANA Effective Brand Marketing @ Miami Marlins (Members Only Conference)

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Building Brand and Business with Today’s Digital Customer

Today’s consumer is digitally-centered:  Lifestyle, Communication, and Media Consumption are all digitally-dependent across devices that range from smartphone to auto to appliances.  Customers fluidly move between direct response, social, scripted entertainment, and everything in between – seemingly simultaneously.  Data is ubiquitous, facilitating ubiquitous personalization across paid, owned, and earned media.  Measurement and optimization have never been more sophisticated.  Yet, paradoxically, it’s harder than ever to drive both brand health and business (conversion).  This complimentary ANA members-only conference will feature sessions from leading marketers who will share their experiences, innovations, and strategies for building both brand and business in the digital age.

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Agenda

TIME EVENT DETAILS LOCATION
Wednesday, April 26, 2017
8:15am Breakfast

9:00am General Session

WELCOME & OPENING REMARKS

Claudia Lezcano del Campo
Vice President, Marketing Miami Marlins

MIAMI MARLINS: INTEGRATED MARKETING STORY

In this session, the Marlins and MLB Advanced Media (MLBAM) will share how they are designing dynamic functionality for web, mobile applications, and connected devices while integrating live and on-demand multimedia, providing valuable products for Marlin fans around the globe. 

Barbara McHugh
Vice-President, Marketing MLBAM

AVMED: CUSTOMER-DRIVEN BRAND MARKETING THROUGH STORYTELLING

In 1969, AvMed began in South Florida as Aviation Medicine to serve the growing airline industry with pilot physicals. Today, with headquarters in Miami and offices in every major metropolitan area of the state, AvMed aims to inspire its membership of more than 340,000 Floridians to celebrate an active lifestyle and "Embrace better health®."  In this session, the head of brand marketing and member experience will share their powerful journey in content marketing and WELLfluent™ customer relationship marketing to make them the #1 healthcare provider in Florida year over year.

Ana Eberhard
Vice President, Member Experience AvMed
10:40am Networking Coffee Break

11:10am

CARVEL ICE CREAM: BRINGING THE PHYSICAL WORLD TO DIGITAL TO BUILD A CLASSIC BRAND

Focus Brands is a restaurant holding company currently owns Schlotzsky's, Carvel, Cinnabon, Moe's Southwest Grill, McAlister's Deli, and Auntie Anne's brands.  In this session, the social media lead for Carvel Ice Cream will share how they use content marketing and social media to surprise and delight their fans, particularly Moms.  

Matthew Courtoy
Senior Social Media Manager Focus Brands, Inc. (Carvel Ice Cream)
11:55am Luncheon

12:55pm

COCA-COLA: BRAND JOURNALISM BUILDS RELATIONSHIPS

For The Coca-Cola Company, brand journalism has been the key to building meaningful relationships with stakeholders including associates, partners, fans and critics alike. In this session, the Senior Manager, Digital and Social Media Communications at The Coca-Cola Company will discuss the impact of Coca-Cola Journey and how his team measures the success of their content.

Natalie Johnson
Senior Manager, Digital and Social Media Communications The Coca-Cola Company

SOUTHWEST AIRLINES USES SOCIAL MEDIA TO BUILD BRAND AND LOYALTY

In this session, Southwest Airlines will share the innovative work they're doing in social media around storytelling to connect with their customers and build an emotional connection.

Brie Strickland
Social Business Specialist, Communication & Outreach Southwest Airlines
2:25pm

STADIUM TOUR

A 45-minute tour of the Marlins Stadium will follow the conference!  Tour guides will take visitors to see Press Box/Media Level, Bobblehead Museum, Ricoh Diamond Club Lounge and Warning Track behind Home Plate.