Integrated Marketing presented by NBC Universal

This event is over.

Integrated Marketing ranks as a top concern among client-side marketers. The development of new communications and the evolution of traditional communications have shifted power from the marketer to the consumer. This shift has created enormous opportunities, providing marketers with the ability to better target their customers. However, the explosion of choice has also complicated the lives and practices of marketers, creating massive challenges for effective integration.

Discover how top marketers such as The Dial Corporation, T-Mobile, Live Nation, and Outrigger Enterprises Group develop, execute, and evaluate their overall marketing communications strategy based on consumer insight. Join us at Universal Studios Hollywood Theme Park where NBC Universal will present a fun and informative day as top client-side marketers will share best practices in Integrated Marketing and will include “additional park activities” after the conference. This is free to ANA members and limited to ANA members and invited guests.

Agenda

	* 3:15pm group visit to Universal Studios Hollywood Theme Park with full access to all shows and attractions until park closure including the Universal Studio Tour featuring the all new King Kong 360 3-D, Created by Peter Jackson - the world's largest, most intense 3-D experience. DIRECTIONS TO UNIVERSAL STUDIOS HOLLYWOOD FRANKENSTEIN SELF-PARKING From the 101 North: Exit Lankershim Blvd. and turn right off of the exit. Turn right onto Universal Hollywood Drive (look for the electronic billboard sign). Proceed up the hill and make a left into self-parking. Once self-parked take the elevator to the 8th floor and then proceed to the green iron gate and the entrance of the Globe Theatre. From the 101 South: Exit Lankershim Blvd. and turn right - you will be on Cahuenga Blvd. Stay on Cahuenga until Lankershim Blvd. Turn right onto Lankershim Blvd. Turn right onto Universal Hollywood Drive (look for the electronic billboard sign). Proceed up the hill and make a left into self-parking. Once self-parked take the elevator to the 8th floor and then proceed to the green iron gate and the entrance of the Globe Theatre.
8:15 am	Breakfast
9:00 am	General Session
	THE DIAL CORPORATION – A ROADMAP FOR INTEGRATED MARKETING SUCCESS Integrated marketing can help to provide a competitive advantage with creative, choiceful and synergized communication platforms that excite consumers and drive brand growth. The Dial Corporation, is working to develop a road map for success in integrated marketing and will share some of their key learnings and future implications. Kara Tobin Director Media and Integrated Marketing The Dial Corporation, A Henkel Company T-MOBILE: HOW TO IMPROVE THE MARKETING INTEGRATION PROCESS The process for developing successful integrated marketing plans can be challenging at times as there are many internal and external partners to manage. T-Mobile will share their definition of integration, their organizational structure, integration process and best practices. Lisetta Sobaski Senior Project Manager-Integration, Brand Communications and Experience Marketing T-Mobile USA SPOTLIGHT ON BRANDED ENTERTAINMENT & INNOVATIVE INTEGRATED MARKETING SOLUTIONS From custom content, to multi-platform, integrated campaigns, marketers will share successful examples of innovative programs for companies such as Honda, Pepsi and TurboTax, that helped them amplify their marketing messages and deliver ROI. Discussion will highlight the importance of collaboration among marketers, agencies and media partners when it comes to generating creative ideas and building strategic cross-platform campaigns. Moderator: Ronald Grover Bureau Chief Reporter Bloomberg Businessweek Panelists: Claudia Cahill Executive Vice President, Corporate Development Medium Sharon From National Advertising Leader, TurboTax Intuit Inc. Lisa Herdman Vice President, Director of Programming RPA: Rubin Postaer and Associates Kevin McAuliffe Vice President, Cable Branded Entertainment Group NBC Universal
12:10pm	Luncheon
	THE HOUSE OF BLUES: USING INTEGRATED MARKETING TO DRIVE SALES AND ROI The House of Blues, established in 1992, now has 13 locations across the country that are home to live music, original folk art, and delta-inspired cuisine. The House of Blues will share their successful integrated marketing strategy which includes utilization of surveys, email campaigns, tradeshows, advertising and an outsourced sales organization, coupled with their in-house team, to drive incremental special event sales. The House of Blues will also discuss how they use an integrated platform that includes ExactTarget, Hoovers, Salesforce.com, social media and their website to drive metrics-based ROI. In this session, you will also hear about the integrated campaign behind the renewed creative and positioning for their Foundation Room, which ultimately will increase their member retention and new membership sales. David Fortin Vice President, Marketing House of Blues Entertainment, Inc. – Live Nation Carl Schloessman Senior Vice President, Marketing & Sales House of Blues Entertainment, Inc. – Live Nation OUTRIGGER CASE STUDY: TESTING BUSINESS-TO-BUSINESS MEDIA FOR INTEGRATED MARKETING Outrigger will share their outcomes and insights from an integrated marketing test that ensued after the CMO rejected agency recommendations and dismissed publishers’ proprietary research claims. Outrigger conducted a results based three-way “winner take all” competition and will offer an end to end tour of creative, media, measurement, interpretation and relationship issues along with insights and lessons learned - including a surprise ending. Robert L. Solomon Senior Vice President & Chief Marketing Officer Outrigger Enterprises Group
3:00 pm	Conference Adjourns
3:15 pm	Visit to Universal Studios Hollywood Theme Park