ANA Effective Brand Marketing hosted by Boys & Girls Clubs of America (Members Only Conference)

TIME	EVENT DETAILS	LOCATION
Wednesday, May 18, 2016
8:15am	Breakfast
9:00am	General Session
9:15am	STRATEGIC CAUSE MARKETING: BOOST THE IMPACT, RESONANCE, AND RELEVANCE OF YOUR BRAND’S CRM AND CSR Cause marketing alone is not enough! Strategically integrating cause marketing into your marketing plans can provide powerful results for your brand by localizing impact, strengthening brand reputation, deepening emotional connections, delivering bottom-line results, and increasing loyalty of consumers and employees. In this session, Chad Royal-Pascoe, National Vice President of Corporate and Cause Partnerships at Boys & Girls Clubs of America, will share what it takes to create successful and meaningful partnerships between a nonprofit and brand and how integrating the “new” cause marketing can boost your brand’s strategy to new heights. Chad Royal-Pascoe National Vice President, Corporate and Cause Partnerships Boys & Girls Clubs of America
9:55am	THE REINVIGORATION OF ARBY’S The enchanting journey of how the fortunes of a 51-year-old brand have been revitalized and re-positioned for long-term success. In this session, Jeff Baker, Vice President of Brand Experience at Arby’s, will share a few lessons learned along the way such as; Being human - embrace authenticity and imperfection, trust judgment and have fun. The importance of being nimble and the belief that the biggest risk is not taking any. And how a challenger culture is built on competitiveness, honesty, and not taking themselves too seriously. Jeff Baker Vice President, Brand Experience Arby’s Restaurant Group, Inc.
10:35am	Networking Coffee Break
10:50am	PULTEGROUP: HOW A CULTURE OF INNOVATION DRIVES SUCCESS PulteGroup, one of the largest home builders in the country, operates in approximately 50 markets and participates in a category that represents the biggest financial and emotional purchase decision consumers ever make. Like every industry, home building is transforming and the old ways of marketing are no longer enough. In this session, Diahann Young, Director of Innovation and New Product Development at PulteGroup Inc., will share how they have driven a culture of innovation not only in house, but across all constituents, including unique partnership with suppliers to deliver truly innovative solutions to meet the needs of increasingly demanding consumers. Diahann Young Director, Innovation and New Product Development PulteGroup, Inc.
11:30am	Lunch
12:30pm	HOTEL…MOTEL…HOLIDAY INN: THE MAKING OF A MODERN FAMILY BRAND Fresh, modern and better than ever. Today's Holiday Inn hotels offer a comfortable, familiar atmosphere where guests can relax and enjoy amenities such as free high speed internet, restaurants, fitness centers and comfortable lounges - plus kids eat and stay free. In this session, find out how this legendary hospitality brand has refreshed their marketing approach to attract today’s modern family. Seth Freeman Brand Marketing Director Holiday Inn Express Raul Ortiz Brand Marketing Director Holiday Inn
1:10pm	SUNTRUST: BASEBALL AND THE ONUP MOVEMENT SunTrust Bank sparked the “onUp Movement” this year, which provides information and tools as well as a sense of community around money matters. The goal is to help millions of Americans go from financial stress to financial confidence. At the same time, the Atlanta-based bank has been behind the construction of SunTrust Park, which is scheduled to open next year for the hometown Atlanta Braves, known for decades as “America’s Team.” In this session, Ollie Dean, Director, Sponsorships and Engagement at SunTrust, will explain how both initiatives serve each other and the bank’s purpose of lighting the way to financial well-being. Ollie Dean Director, Sponsorships and Engagement SunTrust Bank
1:55pm	ORKIN PEST CONTROL: THE SCIENCE OF SOCIAL MEDIA Social media is a core element of the marketing mix for all consumer brands. While its importance is recognized, many brands are still identifying processes, practices and strategies that will work best for their business. In this session, Theresa Childs, Brand Manager at Orkin Pest Control, will discuss the evolution of the pest control company’s social media presence – from moving in-house to agency-driven, determining the right channel mix and aligning multiple agency efforts in the larger content marketing landscape to effectively market the brand. Theresa Childs Brand Manager Orkin Pest Control

8:15am

Breakfast

9:00am

General Session

9:15am

STRATEGIC CAUSE MARKETING: BOOST THE IMPACT, RESONANCE, AND RELEVANCE OF YOUR BRAND’S CRM AND CSR

Cause marketing alone is not enough! Strategically integrating cause marketing into your marketing plans can provide powerful results for your brand by localizing impact, strengthening brand reputation, deepening emotional connections, delivering bottom-line results, and increasing loyalty of consumers and employees. In this session, Chad Royal-Pascoe, National Vice President of Corporate and Cause Partnerships at Boys & Girls Clubs of America, will share what it takes to create successful and meaningful partnerships between a nonprofit and brand and how integrating the “new” cause marketing can boost your brand’s strategy to new heights.

Chad Royal-Pascoe: National Vice President, Corporate and Cause Partnerships Boys & Girls Clubs of America

9:55am

THE REINVIGORATION OF ARBY’S

The enchanting journey of how the fortunes of a 51-year-old brand have been revitalized and re-positioned for long-term success. In this session, Jeff Baker, Vice President of Brand Experience at Arby’s, will share a few lessons learned along the way such as; Being human - embrace authenticity and imperfection, trust judgment and have fun. The importance of being nimble and the belief that the biggest risk is not taking any. And how a challenger culture is built on competitiveness, honesty, and not taking themselves too seriously.

Jeff Baker: Vice President, Brand Experience Arby’s Restaurant Group, Inc.

10:35am

Networking Coffee Break

10:50am

PULTEGROUP: HOW A CULTURE OF INNOVATION DRIVES SUCCESS

PulteGroup, one of the largest home builders in the country, operates in approximately 50 markets and participates in a category that represents the biggest financial and emotional purchase decision consumers ever make. Like every industry, home building is transforming and the old ways of marketing are no longer enough. In this session, Diahann Young, Director of Innovation and New Product Development at PulteGroup Inc., will share how they have driven a culture of innovation not only in house, but across all constituents, including unique partnership with suppliers to deliver truly innovative solutions to meet the needs of increasingly demanding consumers.

Diahann Young: Director, Innovation and New Product Development PulteGroup, Inc.

11:30am

Lunch

12:30pm

HOTEL…MOTEL…HOLIDAY INN: THE MAKING OF A MODERN FAMILY BRAND

Fresh, modern and better than ever. Today's Holiday Inn hotels offer a comfortable, familiar atmosphere where guests can relax and enjoy amenities such as free high speed internet, restaurants, fitness centers and comfortable lounges - plus kids eat and stay free. In this session, find out how this legendary hospitality brand has refreshed their marketing approach to attract today’s modern family.

Seth Freeman: Brand Marketing Director Holiday Inn Express

Raul Ortiz

Brand Marketing Director Holiday Inn

1:10pm

SUNTRUST: BASEBALL AND THE ONUP MOVEMENT

SunTrust Bank sparked the “onUp Movement” this year, which provides information and tools as well as a sense of community around money matters. The goal is to help millions of Americans go from financial stress to financial confidence. At the same time, the Atlanta-based bank has been behind the construction of SunTrust Park, which is scheduled to open next year for the hometown Atlanta Braves, known for decades as “America’s Team.” In this session, Ollie Dean, Director, Sponsorships and Engagement at SunTrust, will explain how both initiatives serve each other and the bank’s purpose of lighting the way to financial well-being.

Ollie Dean: Director, Sponsorships and Engagement SunTrust Bank

1:55pm

ORKIN PEST CONTROL: THE SCIENCE OF SOCIAL MEDIA

Social media is a core element of the marketing mix for all consumer brands. While its importance is recognized, many brands are still identifying processes, practices and strategies that will work best for their business. In this session, Theresa Childs, Brand Manager at Orkin Pest Control, will discuss the evolution of the pest control company’s social media presence – from moving in-house to agency-driven, determining the right channel mix and aligning multiple agency efforts in the larger content marketing landscape to effectively market the brand.