Wednesday, December 9, 2015
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8:15am
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Breakfast
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9:00am
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General Sessions
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National Geographic: Pushing the boundaries of a 127-year-old brand
How do you take a world-class brand remembered as the beloved magazine in your grandfather’s basement and transform it into an exciting, relevant brand for every generation? Learn how National Geographic is pushing the boundaries of its 127-year legacy and harnessing the power of science, exploration and storytelling to change the world.
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Dawn Rodney ^
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Senior Vice President, Global Brand
National Geographic Society
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Driving Demand and Building Trust in a Competitive Milk Environment
From milk alternatives to soda to juice and water, the competition for consumer’s share of stomach is cramped. So, what’s a milk marketer to do to stay relevant in a day and age where stomach size remains the same but consumer options grow daily? Led by MilkPEP CEO Julia Kadison, Driving Demand and Building Trust in a Competitive Milk Environment, will share the milk industry’s tactics for remaining relevant and top of mind to consumers and leave you with insights on how to drive demand for your own products, as well.
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Julia Kadison *^
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CEO
MilkPEP
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10:40am
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Coffee Break
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11:00am
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General Session Cont.
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Differentiating in a Sea of Sameness: Defining the Brand Role for Choice Hotels
In an extremely competitive and commoditized category, how does a parent brand with no brick and mortar locations, 11 sub-brands and low brand awareness find a role for the brand that is meaningful to consumers? This is the challenge Choice Hotels faced in 2013 – company executives knew there was an opportunity to build the Choice brand as a gateway to its 11 hotel brands (including Cambria Hotels and Suites, Comfort Inn, Sleep Inn and Quality), to its Choice Privileges rewards program and to its proprietary website, ChoiceHotels.com. All it took was a new brand positioning that aligned with the brand’s heritage and values while orienting it for the future, and a pioneering consumer insight that led to a breakthrough advertising campaign. This session will tell the story of the journey that led to the brand relaunch in May of 2015.
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Amy Ziegenfuss *^
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Senior Director, Advertising & Creative Strategy
Choice Hotels
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The Can That Connects Us: OLD BAY and the Power of Place
For 75 years OLD BAY has ruled the spice rack as the “Definitive Mid-Atlantic Seafood Spice Blend.” McCormick knew they could not rest on the OLD BAY brand. But how do you continue building a brand that is known for its authenticity and cult following? By keeping the best parts of the brand identity while also attracting new users to the brand. In this session, McCormick will walk through the three-year evolution of the OLD BAY brand -- beginning with Baytriotism and moving through to our "Canvert" campaign that just wrapped. McCormick will share their insights that led to focusing usage of OLD BAY in their #1 market of Baltimore, share the unique challenges of solidifying the OLD BAY brand among loyal users, and creating ambassadors, as well as share how with a very small budget McCormick found ways to maximize reach, achieve earned media, and turn consumers into content creators.
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Ben Flood *^
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Marketing Manager
McCormick & Company, Inc.
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12:30pm
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Lunch
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1:30pm
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General Session Cont.
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The Postal Service creates irresistible products to grow their brand
How does a brand that is over 231 years old continue to grow? By continuing to create great products and solutions for its customers. The United States Postal Service (USPS) is committed to staying innovative and growing their brand. In this session, discover how USPS was able to create products that bridge both the digital and direct mail worlds, the marketing support they’ve put behind this successful endeavor, and how they’ve been able to grow their brand from it.
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Beth Fluto *^
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Manager, Digital Brand Marketing
U.S. Postal Service
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United Way: Evolving a global brand
United Way will share how they are evolving their global brand strategy in 2015, the insights that brought them to the shift in strategy, how they’ve managed the process, their lessons learned and next steps.
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Ed Farley ^
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Vice President, Marketing and Brand Strategy
United Way Worldwide
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National Geographic Society: Social Media & The Power of Letting Go
Ad Week recently said that National Geographic remains "king of the social media jungle" and New York Post called National Geographic "the king of magazines" for social media. Today, the 127 year old brand has more than 37 million followers on Facebook and over 1 billion Likes on Instagram. Their overall presence has made it the #1 social media brand in the U.S. according to Shareable and the most followed non-celebrity account on Instagram in the world. In this session, explore National Geographic’s cross-networking social media strategy, how the brand utilizes the power of storytelling through multiple channels, and their secret to mobilizing hundreds of millions of followers online.
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Rajiv Mody
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Vice President Social Media
National Geographic Partners
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3:55pm
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Conference Adjournment
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VIP Access
Registration to the conference includes complimentary day passes to the following exhibits at The National Geographic Museum:
Indiana Jones™ and the Adventure of Archaeology features an exclusive collection of original Indy props, models, concept art and costumes from all the films. Photos, videos, and content from National Geographic's historic archive are featured alongside a remarkable array of archaeological artifacts that will take you on the adventure of a lifetime.
Photo Ark is a multiyear National Geographic project with a simple goal— to create portraits of the world's species before they disappear and to inspire people to care. With ingenuity and wit, National Geographic photographer Joel Sartore has captured portraits of more than 5,000 creatures to date, with more to come. This exhibition allows visitors to follow Sartore around the world on this exciting and important project.
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