Thursday, February 11, 2016
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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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MAKING QUIZNOS HOT WITH MILLENNIALS *^
Led by Susan Lintonsmith, Global Chief Marketing Officer, the Quiznos Marketing Team has faced the challenge of redefining and rebuilding a brand that was once the "toast" of the industry. To help turn around this once great brand, the team has implemented many strategic initiatives, including targeting Millennials with entertaining content to help build affinity for the brand. In this presentation, Susan will walk through the strategy and tactics that the team is taking to rebuild the brand to once again be a leader in a very competitive industry.
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Susan Lintonsmith
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Global Chief Marketing Officer
Quiznos
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WHAT'S YOUR EDITORIAL AUTHORITY? *^
According to a recent study by eConSultancy, 90 percent of marketers say it is important to have a great content strategy in place but only 38 percent actually have a strategy implemented. We see that as a problem. Jason Parks will share Barkley's strategic approach for building a comprehensive content strategy by identifying your brand's editorial authority, and how that process has led to successful content programs and record results for brands like Dairy Queen, Spirit Airlines and Cargill.
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Jason Parks
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Executive Vice President, Managing Director
Barkley
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10:50am
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Coffee Break
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11:10am
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General Session Cont.
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USAA: CONTENT THAT DRIVES DEEPER MEMBER RELATIONSHIPS
Since 1922 USAA has remained true to their founding values of service, loyalty, honesty and integrity. Today they are one of the only fully integrated financial services organizations in America, serving over 11 million members, of which 92% plan to stay for life. Marketing to their members has proven to drive results. In this session, learn how content plays a role in deepening member relationships. From USAA Magazine, e-newsletters, social, to their new USAA Stories content HUB, you'll discover ways to "edutain" members, capturing their attention and nurturing them through the product purchase funnel to drive business results.
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Sarah Childers
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Assistant Vice President, Integrated Marketing
USAA
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12:00pm
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Lunch
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1:00pm
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General Session Cont.
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BEYOND STORYTELLING: BUILDING CONTENT-DRIVEN EXPERIENCES *^
We’re moving into a new era of marketing, from product-centered content to customer-centric experiences that drive content strategy and performance. Our role as marketers is changing from the basics of storytelling and into understanding how to develop, manage and lead the creation of valuable experiences for audiences. In this session, learn how the brands that are achieving remarkable performances are doing so through delightful, sustainable, content-driven experiences. By delivering value to the customer in and of themselves – rather than describing the value of a product or service – experiences draw people in and make them want to engage more deeply and over a longer period of time with a brand. Content that’s centered on creating meaningful, relevant customer experiences is what differentiates brands and launches them ahead of others in their industry.
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Carla Johnson
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Strategist, Speaker and Storyteller
Type A Communications
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WHITE WAVE FOODS: HOW TO OVERCOME TOP 5 CONTENT MARKETING CHALLENGES
In today's digital world, content marketing has never been more important. Marketers face numerous challenges that can make building effective content marketing programs difficult. From resources to measurement, Lori Ulanoff, Digital Center of Excellence, Manager at WhiteWave Foods, will address the top five content challenges that marketers face and share examples of how WhiteWave Foods brands work to adapt and overcome these challenges to deliver winning, brand content.
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Lori Ulanoff
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Digital Center of Excellence, Manager
WhiteWave Foods
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2:45pm
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Conference Adjournment
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