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Integrated Marketing Day presented by USPS (Members Only Conference)

This event is over.

Integrated marketing continues to rank as a top concern among client-side marketers. The development of new media 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 and create two-way dialogue. However, the explosion of choice has also complicated the lives and practices of marketers, creating massive challenges for effective integration.  Integrated Marketing Day will provide insight to help marketers develop, execute, and evaluate their overall integrated marketing programs.

This event will be held in conjunction with the National Postal Forum (www.npf.org), the mailing industry’s premier trade show and educational venue. Attendees of Integrated Marketing Day will receive a complimentary pass to walk the floor at the Forum.  The Forum will be at the Moscone Center and the ANA members only conference will be across the street at the Intercontinental Hotel.

When
Begins:Tuesday, March 19, 2013 at 9:30am
Ends:Tuesday, March 19, 2013 at 3:45pm
Where

Intercontinental Hotel
888 Howard Street
Ballroom C
San Francisco, CA 94103

Agenda
9:30am Breakfast
10:00am

General Session

THE WELLS FARGO APPROACH TO INTEGRATION
Wells Fargo is a diversified financial services company providing banking, insurance, investments, mortgage, and consumer and commercial finance.  Headquartered in San Francisco, Wells Fargo is decentralized so every store (9000 across North America and internationally) is a headquarters for satisfying the financial needs of their customers and helping them succeed financially.  In this session, Wells Fargo’s SVP and integrated marketing leader will share the company’s approach to integration for branding and advertising.

Michael J. Lacorazza
Senior Vice President, Brand and Advertising & Integrated Marketing Leader

Wells Fargo Enterprise Marketing 
_________________________________________

THE INTEGRATED ORGANIZATION & NEW INTEGRATED CAMPAIGN AT PLANTRONICS
Plantronics, a global leader in personal audio communications for businesses and consumers, created its integrated marketing organization almost three years ago and launched its latest integrated campaign this past September.  The creation of the new organization was an important turning point as it provided additional leverage across the multiple product lines at the company.  The new “Together” integrated campaign targets both enterprise and consumer customers and has had great success across paid, owned, and earned media.  Most notably, social media conversations have accelerated and online sales have exceeded expectations.

Karen Galatis
Senior Director, Integrated Marketing

Plantronics, Inc.
__________________________________________

DIRECT MARKETING AS PART OF THE TOTAL INTEGRATED MIX
The United States Postal Service processes and delivers an average of 554 million pieces of mail a day, including 280 million pieces of advertising mail.  And the retail network of the USPS—36,000 retail locations—is the world’s largest.  This session will feature research and case studies from the USPS and one of their marketing partners on the role and return-on-investment of direct marketing as part of the total integrated marketing mix. 

Betty Su
Executive Director, Brand Marketing

United States Postal Service

Carolyn Goodman
President & CEO

Goodman Marketing
__________________________________________

1:00pm Luncheon
2:00pm

General Session Continued

THE ROLE OF BRAND IN CREATING SUCCESSFUL INTEGRATED MARKETING CAMPAIGNS
Not so long ago, the core challenge of integrated marketing was how best to apply standards and establish consistency of your brand message across the proliferation of new channels. But today, leading marketers are moving beyond these old rules to infuse vitality into their brand expressions, establish a more flexible brand voice and tap into a broader toolkit of design cues.  The session will share these new perspectives and provide insight on how to leverage your brand to create deeper engagement in your integrated marketing campaigns.
 
Tim Cunningham
Senior Partner
Lippincott, San Francisco 
_________________________________________

INTEGRATORS PANEL
A panel of client-side marketers with integrated marketing responsibilities at their respective organizations will share insights and best practices on various aspects related to integration, including:

  • Internal org structure to encourage integration
  • Top challenges and solutions for effective integration; and
  • Measurement of integrated marketing campaigns.

Emily Ketchen
Vice President, Integrated Marketing & Communications, Commercial
Hewlett Packard

Pritham Krishnan
Director, Client Acquisition & Business Development
Charles Schwab & Co.
________________________________________

3:45pm Adjournment

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