ANA Content Marketing @ Arby’s (Members Only Conference) presented by Deloitte Digital

This event is over.

Content marketing has become the great equalizer, since both small and large brands can compete through great storytelling that communicates their brand or corporate ethos. Yet the challenge remains on how to successfully produce original content that engages, entertains and is relevant to core audiences while delivering on brand metrics. Join us for a fun and informative day, hosted by Arby’s and hear about success stories in content marketing. This complimentary members only conference will showcase leading marketers representing a diverse array of industries discussing their strategies behind the development of custom content, the execution of production through different media channels and the measurement of key objectives.

*PLEASE NOTE THAT YOU MUST ARRIVE NO LATER THAN 9:00 AM FOR THIS EVENT, AND YOU MUST REGISTER AHEAD OF TIME. NO REGISTRATIONS WILL BE TAKEN AFTER 2:00 PM EASTERN TIME ON WEDNESDAY, MAY 17, AND NO ON-SITE REGISTRATIONS WILL BE PERMITTED.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, May 18, 2017
8:15am Breakfast

9:00am General Session

ARBY’S: FIGHTING ABOVE OUR WEIGHT

Arby’s content marketing strategy has thrust them into the national conversation the past few years. Particularly, with their smart use of PR and social media to complement their distinctive “We Have The Meats” ad campaign, they have generated buzz and attracted new guests while outmaneuvering larger chains. Utilizing a strategy that is bold, smart and funny, they have made themselves part of the conversation for their target guests. Hear Arby’s strategy behind their content and how they’ve remained authentic while still having fun.

Rob Lynch
Chief Marketing Officer & Brand President Arby’s Restaurant Group

MAXIMIZING EXPOSURE AND ENGAGEMENT WITH 21st CENTURY CONTENT

Tony Weeks, Senior Manager of Media, Nissan Motor Co., Ltd. will share how Nissan creates shareable content to maximize exposure and audience engagement. With a content-marketing focused website, Nissan drives the conversation and extends their reach beyond the website with fun You Tube videos, engaging with their consumers on social, and smart digital content.

Tony Weeks
Senior Manager, Media Nissan Motor Co., Ltd.
10:40am Networking Coffee Break

11:00am

HABITAT FOR HUMANITY FOCUSES ON AUDIENCE GROWTH AND DEEPER ENGAGEMENT

In this session, Shala Carlson, senior director of storytelling and brand messaging, and Jon Newberry, manager of digital campaigns, both at Habitat for Humanity will show how the nonprofit is reimagining its brand messaging and digital and social strategies in order to reach a broader audience and at the same time achieve deeper engagement with current and potential donors, volunteers and supporters.

Shala Carlson
Senior director of Storytelling Habitat for Humanity
Jon Newberry
Manager of Digital Campaigns Habitat for Humanity
11:55am Luncheon

12:55pm

DELOITTE DIGITAL: HARNESS THE POWER OF CONTENT MARKETING

In this era of the “Always-On” consumer, the advertising campaign as anchor is no longer enough to keep brands culturally relevant and top of mind.  It requires an evolution from campaigns to always-on content marketing – requiring new kinds of content, skills, collaboration and activation techniques to keep your brand front and center and in the conversation.   How do you organize and activate always-on content beyond just campaigns and social posting?  How should you measure success?  This highly interactive session will help you develop the essential means of becoming an effective content marketer.

Alan Schulman
National Director, Brand Creative & Content Marketing Deloitte Digital

LET SOMEONE ELSE DO THE TALKING: HOW INFLUENCER MARKETING CAN REALLY INFLUENCE YOUR AUDIENCE

In this session, Lindsay Kirkman, Senior Marketing Manager, Lenovo, takes an in-depth look at the brand’s influencer strategy. Lindsay will share the objectives and results behind the Moto Z and Moto Mods influencer program, in which YouTube stars were tasked with introducing the mobile products to the world through their own unique lenses. By utilizing the influencers’ social media channels as a hub for the content, Lenovo was able to positon itself as a modern brand and reach its target audiences in an authentic way.  

Lindsay Kirkman
Senior Manager, Brand Content & Influencers Lenovo