| 9:00am |
General Session
MUSIC TO A MILLENNIAL’S EAR
The buying power of millennials has never been stronger and the need for marketers to connect with them has never been more important. One of their passion points is music. Sony Music conducted a study of 31,000 consumers to study the music fan, and in this session you will learn how to talk to this consumer more effectively through music, how different kinds of music communicates to different segments within the millennial population and how the millennial music fanatics respond to brand messages vs. the casual music fan.
Jasmine Martin
Manager of Branded Partnerships
Columbia Records
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A 127-YEAR-OLD BRAND WINS OVER MILLENNIALS
Ball Jar evolved its communications and innovation strategies to reach the youngest adult generation, and grew sales 21% last year. Discover how Jarden Home Brands focused on advocacy outreach, personalizing the brand experience, and adopting MVP development principles to engage with the elusive millennials target.
Roberto Carvajal
Associate Brand Manager
Jarden Home Brands
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CITY YEAR REACHES MILLENNIALS THROUGH SOCIAL MEDIA
City Year, an education-focused nonprofit organization, will share how they have leveraged digital platforms for crowd sourced advertising targeting college students. City Year's #makebetterhappen campaign has received more than 30 million impressions and helped the company become a top 100 ideal employer among college students. Discover key lessons learned and insights on how City Year has resonated with millennials and driven significant increases in awareness among this influential group.
Gillian Smith
Chief Marketing Officer
City Year
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| 1:00pm |
General Session (Cont.)
MARKETING TO MILLENNIALS: TOP TRENDS AND WAYS TO REACH THIS ELUSIVE GROUP
The largest and most influential generation of consumers ever, millennials are no longer an unreachable audience. While some brands as well as marketers fear the unknown with this “enigma generation,” the real winners are the marketers who embrace and engage with today’s millennials. Jeff Fromm Co-author of a best-selling new book, “Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever” shares new research and best practices in creating brand engagement for millennials in an entertaining and educational format.
Jeff Fromm
Executive Vice President & Co-Author of "Marketing to Millennials"
BARKLEY
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CONNECTING THE MILLENNIAL GENERATION TO NEIGHBORHOODS THROUGH AN INTEGRATED MULTI-MEDIA APPROACH
The Greater Philadelphia Marketing Tourism Corporation has undertaken a campaign to reach millennials through a campaign called “Philadelphia Neighborhoods.” The campaign encourages locals and visitors to “go one more block” to explore the neighborhoods’ storied streets, buzzed-about restaurants, emerging art galleries, independent shops, intimate music venues, plentiful parks and hip, annual festivals. This digitally-savvy initiative leverages GPTMC’s social media programs to form the foundation of the campaign, with a focus on engaging millennials. Using a variety of social tactics via Facebook, Twitter, and Instagram, GPTMC tapped into vast social networks to highlight each neighborhood through the eyes of people who live there. Leveraging the established and successful With Love, Philadelphia XOXO branding campaign, GPTMC uses paid media to support the neighborhoods campaign targeting millennials through digital advertising. This session will present how these tactics have succeeded in the goal of driving young visitors and residents to spend time (and money) in the neighborhoods and driving traffic to visitphilly.com/neighborhoods.
Betsy Oliphant
Director of Advertising
Visit Philadelphia
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