Sponsorship & Event Marketing @ New York Racing Association (Members Only Conference)

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Today, more than ever, marketers are challenged with the need to innovate and improve the effectiveness of their sponsorships and event marketing programs. The ANA fifth-annual Members Only Conference will explore how marketers are elevating the role of sponsorships and event marketing within their overall mix. This complimentary, client-side marketers only event, hosted by New York Racing Association, at Belmont Park in New York will feature senior marketers and sponsorship leaders discussing the strategy and activation behind their cutting-edge programs. You will also learn best practices on improving the performance of activations through expanded integration, leveraging greater utilization of digital tools for engagement and new perspectives around measurement.  

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Agenda

TIME EVENT DETAILS LOCATION
Wednesday, May 21, 2014
11:45am Luncheon

12:30pm General Session

A DAY AT THE RACES: AN EXPERIENCE OF A LIFETIME

This session will provide insights into the New York Racing Association’s strategy and tactics for reaching new fans and enhancing the fan experience in the sport known as “the sport of kings”.   NYRA will share how they utilize and develop sponsorships that includes product placement, premium hospitality and an immersive branding presence strategically positioned throughout the Belmont Park footprint.

Rodnell E. Workman
Vice President and Chief Marketing Officer New York Racing Association

TARGET CREATES BRAND LOVE AND DRIVES SALES THROUGH SPONSORSHIPS

In this session, Target will share how they have evolved existing sponsorship strategies to create meaningful conversations and drive sales. Learn how Target’s partnerships with motorsports, naming rights at two major stadiums in Minneapolis (Target Field and Target Center), their 2014 Major League Baseball All-Star game sponsorship at Target Field and their involvement with the world of action sports athletes have supported the company’s overall business objectives.  

Dan Griffis
Vice President of Experiential Marketing Alliances Target

ADVANCING SPONSORSHIP ROI MEASUREMENT

The 2013 ANA/IEG Sponsorship Measurement Survey found that only 20% of marketers are satisfied with their ability to measure sponsorship ROI.  As a follow up to the survey, ANA is working with Sequent Partners Consulting on developing guidelines and best practices for integrating sponsorships into marketing mix models or other ROI measurement tools.  In this session, we will update conference attendees on this multi-client learning initiative to advance the practice of measuring the financial return on sponsorship investments.

Jim Spaeth
Partner Sequent Partners

AT&T DIALS UP THEIR SPONSORSHIP FAN EXPERIENCE

AT&T works hard to connect its customers to their passions, whatever they may be. In this session AT&T will share insights to their sponsorship efforts that are designed to help mobilize and democratize fan experiences in communities coast to coast. AT&T is tapping into passion points by taking the lead on sponsorships for iconic events, organizations and venues. At AT&T Stadium in Dallas, AT&T is transforming the fan experience through technology. As an official partner of Team USA, AT&T employed a mobile app to help far-flung fans cheer on American athletes competing in Sochi. And now, AT&T is swinging open the doors to the Tribeca Film Festival as the new presenting sponsor of the iconic New York City event. This session will provide vision into how aligning with these initiatives is part of AT&T's holistic approach to sponsorship strategies.

Ryan Luckey
Associate Vice President, Corporate Sponsorships AT&T

SPONSORSHIP STRATEGY IS MORE THAN JUST PEANUTS FOR METLIFE

MetLife will share how their company’s corporate vision is supported by its global sponsorship portfolio and sports marketing initiatives such as activation around MetLife Stadium, World Baseball Classic, MetLife Badminton World Federation Super Series and their MetLife blimp programs.  The session will explore how these integrated sponsorship marketing campaigns help drive measurable results for MetLife’s overall business objectives.

Geoff Spies
Director, Sponsorship and Promotions MetLife

TD BANK’S GRASSROOTS APPROACH TO COMMUNITY SPONSORSHIPS

TD Bank's will share how their unique grass roots approach to Community Sponsorships creates authentic one on one human experiences that connect real people to their brand.  From the Titusville Chili Cook-off to the 5 Boro Bike Tour, learn how TD Bank strategically leverages its sponsorships to demonstrate exactly what it feels like to Bank Human Again.

Lloyd Balman
Vice President / Senior Manager of Events Management and Conference Centers TD Bank
Allegra Sandelli
Senior Vice President, Marketing TD Bank
4:30pm

ANA MEMBER COCKTAIL RECEPTION

Please join us at the conclusion of the formal agenda for complimentary cocktails and appetizers.  You will also have the opportunity to meet horse racing legend Richard Migliore and network with your colleagues.

5:30pm Conference Adjournment