Thursday, March 17, 2016
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11:00am
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General Sessions
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ARIZONA COYOTES: NOT YOUR DAD’S ORIGINAL SIX ^
The Arizona Coyotes has a colorful 19-year history in the Valley of the Sun and could be considered the ultimate challenger brand. Under new ownership and with a new identity, the Coyotes invited all hockey fans that consider themselves a little “different” to become “A Pack Apart.” In this session, John Pierce, CMO, and Amy Dimond, Senior Director of Marketing, both of the Arizona Coyotes, will share a behind-the-scenes view of marketing a niche sport in a non-traditional market.
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John Pierce
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CMO
Arizona Coyotes
Amy Dimond
Senior Director of Marketing
Arizona Coyotes
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PUREX: OMNI-CHANNEL MARKETING – BUZZWORD OR REALITY?
How does omni-channel marketing happen in the real world? In this case study, Stephen Koven, director of marketing - Purex Detergents at Henkel, will discuss strategy, data, and channels used for the Purex digital platform. Stephen will also share best practices across industries for omni-channel marketing.
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Stephen Koven
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Director of Marketing
Henkel, Purex Detergents
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12:50pm
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Luncheon
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2:10pm
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BENJAMIN MOORE BRINGS THE GREEN MONSTER EVERYWHERE ^
After becoming an official sponsor of the Boston Red Sox, the marketing team at Benjamin Moore & Co. and The Martin Agency chose to capture the spirit of Fenway Park — and put it in a paint can. The result became the Fenway Collection — a new line of paint. Highlighting the new product, together they launched a philanthropic effort and a stunt that included a mini Green Monster being built in New York City.
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Rich Weinstein
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SVP/Group Account Director
The Martin Agency
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MARKETING INNOVATION: A CASE STUDY WITH ELIO MOTORS *^
How do you market innovation? Elio Motors has created one of the most innovative new concepts in transportation: an American-made, three-wheeled vehicle that gets up to 84 MPG for a targeted base price of only $6,800. Between startup costs and regulatory issues, however, starting a new automobile company is not easy. In this session, you will learn how Elio Motors was able to build a passionate fan base through marketing campaigns, which helped the company become one of the biggest crowdfunding success stories in history.
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Brian Critchfield
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Vice President of Digital Marketing
Elio Motors
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INNOVATION 101: HOW ASU BECAME THE MOST INNOVATIVE UNIVERSITY *^
Last year, ASU was named most innovative school ahead of Stanford, MIT, University of Maryland-Baltimore County, and Georgia State according to U.S. News & World Report. ASU President Michael Crow has pushed innovation and entrepreneurship as one of the core tenets of his vision for the university. Under President Crow and Sethuraman “Panch” Panchanathan, senior vice president for knowledge enterprise development, ASU launched several unique programs in the past few years, including the Starbucks College Achievement Plan, a partnership with the coffee company that offers full tuition reimbursement to Starbucks employees who pursue an online degree through ASU. In this session, Panch will share what makes ASU innovative, lessons they’ve learned along the way, and how they drive the innovation culture to their students.
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Sethuraman Panchanathan
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Executive Vice President, Chief Research and Chief Innovation Officer
Arizona State University
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4:45pm
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Conference Adjournment
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