The Power of Influencer Marketing in Growing Brands Hosted by Saint Augustine’s University (In-Person Only) | 1-Day Conferences | ANA

The Power of Influencer Marketing in Growing Brands Hosted by Saint Augustine’s University (In-Person Only)

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The global influencer marketing is a billion dollar industry. Brands are shifting their dollars to collaborate with influencers on digital platforms like TikTok, Instagram, and YouTube to reach their captive audiences with product messaging in an authentic way that works for that creator. Those marketing dollars are increasingly shifting to multicultural creators who often are setting the trends that others follow. Hear how different brands are collaborating with these creators that are growing the influencer economy while driving brand growth.


Agenda

TIME EVENT DETAILS LOCATION
Friday, March 24, 2023
8:30am
- 9:00am
BREAKFAST

9:00am
- 9:15am

WELCOME REMARKS

Dr. Van Sapp
Dean Saint Augustine’s University
Singleton Beato
Global Chief Diversity, Equity & Inclusion Officer McCann Worldgroup
Bre'cha Byrd
Class of 2023 Saint Augustine's University
9:15am
- 9:40am

NASCAR'S INFLUENCER STRATEGY: BUILDING THE NEXT GENERATION OF DIVERSE RACING ENTHUSIASTS

NASCAR is the most influential and well-known auto racing company in the world sanctioning more than 1,500 races annually with the Daytona 500 as the sport’s crown jewel event. Through television, digital, and the racing track experience, the NASCAR platform generates billions of impressions as the organization and its drivers influence culture while also using influencers to help bring more fans into the sport. Hear how NASCAR executes its influencer marketing strategy to attract the next generation of diverse racing enthusiasts.

Erica Wilkerson
Director, Multicultural/Youth Marketing and Social Responsibility NASCAR
9:40am
- 10:15am

INFLUENCER STRATEGY: A PORTFOLIO APPROACH FROM LOGITECH

Logitech has established a dominant reputation in consumer PC accessories from mice to keyboards to webcams. The company also has a deep presence specifically with the esports and gaming community where their equipment is used by top players worldwide. Working with influencers is crucial to ensure top of mind presence with their different audiences. Learn from Emily Krol, esports and influencer marketing, how Logitech adopts a portfolio approach to its influencers and specifically, uses its marketing muscle to bring gender equity to the gaming space.

Emily Krol
Esports & Influencer Marketing Manager Logitech
10:15am
- 10:50am

BE YOUR OWN CHAMPION: SPOTLIGHTING BLACK CREATORS ON TIKTOK

Champion's brand platform — Be Your Own Champion — celebrates those that play by their own rules and redefine what it means to be a champion. Gen Z is a generation that wants to carve their own path, who define "winning" differently than any other generation: it's not just about the win, it's about the work. Hear how Champion used its most iconic product – the Reverse Weave – to collaborate with creator Jalaiah Harmon to create a new version of the TikTok Renegade Challenge– The Reverse Renegade – to spotlight her and other Black creators who have not received credit for initiating these viral trends.

John Shumate
VP, Global Brand Marketing Champion
10:50am
- 11:05am
NETWORKING BREAK

11:05am
- 11:40am

HOW INFLUENCERS ARE HELPING THE FRESH MARKET BECOME ONE OF AMERICA’S MOST LOVED BRANDS

The Fresh Market is committed to creating and curating the very best–and most delicious–food for its guests ever. A major part of The Fresh Market’s marketing strategy is to leverage a portfolio of 300 influencers to drive new product launches, to create more store awareness, and scale its brand. Learn the strategy of how The Fresh Market manages its portfolio of influencers and measures the results of its efforts.

Kevin Miller
Chief Marketing Officer The Fresh Market
View Presentation
11:40am
- 12:15pm

BEST PRACTICES FOR MANAGING BRAND INFLUENCERS

Collaborating with influencers has become an increasingly important part of not just the social marketing mix but the overall marketing mix. Despite the potential upside of creating original content that can bring virality to the brand, there are also tradeoffs that marketers and their agencies must manage such as loss of complete creative control and different performance metrics. Learn from this panel of marketers and agencies of how these partners work together to leverage the power of influencers.

Moderator: Albert Thompson
Managing Director of Digital Innovation Walton Isaacson
Charles F. Chapman
Manager, Multicultural Marketing – GM Brand General Motors
Crystal King
National VP, Creative & Design American Heart Association
Hollyn Phelps
Global Advocacy Manager Lenovo
12:15pm
- 12:25pm

THE IMPORTANCE OF MENTORSHIP: THE C SUITE PERSPECTIVE

The role of mentorship is often considered a crucial component in helping build a successful and sustainable career. In a Harvard Business Review article, while 75% of professional men and women want a mentor, only 37% have them. Hear from Torod B. Neptune, Senior Vice President, Corporate Marketing, Brand, Communications & Chief Communications Officer, at Medtronic has used mentorship in his career and advice he gives for establishing these important relationships in embarking on your own career.

Torod B. Neptune
Senior Vice President, Corporate Marketing, Brand, Communications & CCO Medtronic
12:25pm
- 1:30pm
NETWORKING LUNCH

We welcome all attendees to a networking lunch where our intent is to create and curate meaningful connections between industry executives and students. Following lunch, we welcome all industry attendees to participate where this is an opportunity to connect with students from Saint Augustine’s University, Shaw University, North Carolina Central University, and other students in the area through a series of panels and mentorship opportunities.

1:30pm
- 1:50pm

A VIEW FROM THE FRONT LINES: WHAT YOUNG ALUMS HAVE TO SAY ABOUT WORKING IN MARKETING AND ADVERTISING

This panel will bring together recent HBCU graduates who will share a “view from the front lines” about what it is like to work in the marketing and advertising industry. These young alums will share how best to prepare entering into the industry. The conversation will be moderated by Catrina DosReis, Director of Recruiting at McKinney, who is also getting her Ph.D. at Northeastern University.

Moderator: Catrina DosReis
Director of Recruiting McKinney
Seylon Edmundson
Production Coordinator McKinney
1:50pm
- 2:30pm

EARLY CAREER STRATEGIES: NAVIGTATING LEADERSHIP, ETHICS AND DIVERSITY

These HBCU alums and Black Executives are the change agents who are paving the way for the next generation of Black talent to enter into the marketing and advertising industry. This panel will convene those who are senior executives as they share practical advice on how to build a long-term sustainable career in this industry and create a solid skills and community foundation when entering the workforce.

Moderator: Prof. Raegan L. Burden
Educator. Culturalist. Advocate Raegan Speaks, LLC
John Shumate
VP, Global Brand Marketing Champion
Troy McNish
Manager, Red Hat Live Red Hat
Crystal King
National VP, Creative & Design American Heart Association
Andriena Coleman
Director, DE&I Hearts & Science
Albert Thompson
Managing Director Walton Isaacson
Amadeo Plaza
VP, Strategy Director McCann Worldgroup
2:30pm
- 3:30pm

INTERACTIVE CAREER WORKSHOP MODULES

We will be organizing different interactive career workshop modules for students that will cover resume writing, informational interviews, mentorship advice, and company overviews. The goal is to prepare students for the job market and have internship positions available for them to apply.


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.