ANA Effective Brand Marketing @ American Family Insurance (Members Only Conference)

Building Brand and Business in a Customer-Driven Digital Age

Today’s consumer is digitally-centered:  Their lifestyle, modes of communication, and media consumption are all dependent on devices that range from smartphones and smart TVs to vehicles to appliances. In this environment, consumers fluidly move between social media, scripted entertainment, direct response, and everything in between – oftentimes simultaneously – and expect a personalized and seamless experience that responds to their needs at the right place and right time. We have more tools to connect with our customers than ever before, yet paradoxically, it’s harder than ever to drive both brand health and business (conversion).  This complimentary ANA members-only conference will feature sessions from leading marketers who will share their experiences, innovations, and strategies for capturing both hearts and minds in today’s customer-driven digital world.

when

Start: Thursday, May 11, 2017 at 8:15am

End: Thursday, May 11, 2017 at 4:00pm

WHERE

Memorial Union @ University of Wisconsin campus
The Festival Room
800 Langdon St
Madison, WI 53706

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Members Only Conference ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A

Agenda

TIME EVENT DETAILS LOCATION
Thursday, May 11, 2017
8:15am Breakfast

9:00am General Session

AMERICAN FAMILY INSURANCE: CUSTOMER-DRIVEN DIGITAL TO DRIVE GROWTH

Having a computer in your pocket leaves endless possibilities to reach and connect with customers.  In this session, learn and be inspired by how American Family Insurance is using customer insights to prioritize digital and drive growth across all touchpoints.

Bethany Harrington
Associate Vice President, Customer Experience & Digital Marketing American Family Insurance

KRAFT MAC & CHEESE: “BLIND TASTE TEST” KEEPS CLASSIC BRAND RELEVANT

In April 2015, Kraft announced they would be removing all artificial flavors, preservatives and dyes from their macaroni & cheese. While some people were ecstatic, lots of Kraft loyalists were worried that taking out the artificial stuff would change the iconic Kraft Mac & Cheese taste that Americans have loved for almost 80 years. In December 2015, stores began selling the new recipe, unbeknownst to their employees or their customers.  The result was the World’s Largest Blind Taste Test and that America’s silence had proven the new recipe tasted the same.  The campaign generated over 1 billion earned media impressions and drove sales “through the roof.” It was covered by everyone from E! to the New York Times. Stephen Colbert even devoted his entire Late Show monologue to the campaign.  In this session, hear from the team who pulled this off and the insights, learnings, and results that were generated from this successful campaign and how this campaign fits into a larger strategy for Kraft Mac & Cheese.

Tom Lopez
President of U.S. Meals Solutions and Desserts Kraft Heinz
Adam Chasnow
Vice President, Executive Creative Director CP+B
10:50am Coffee Break

11:10am General Session Cont.

MCDONALD’S DIGITAL & SOCIAL TO MODERNIZE A CLASSIC BRAND

Customers see thousands of messages every day and they make choices based more on their emotions than rational thinking. As consumer attention becomes more scarce, we have to invest carefully and target thoughtfully.  In this session, McDonald’s will share how they leverage digital and social platforms, new technologies, e-commerce, and content marketing to build and transform their one of the world’s largest advertisers.

Akash Pathak
Director, Brand Marketing & Digital Strategy McDonald’s
12:00pm Luncheon

1:00pm General Session Cont.

MEAD JOHNSON NUTRITIONALS: BUILDING BRANDS TO TARGET MILLENNIAL MOMS

Enfamil® infant formulas help support newborn and infant milestones with individually tailored baby formulas that help nourish brain development at any age. In this session, learn how they focus their marketing efforts through a robust CRM program, content marketing, and specific efforts tailored specifically to Millennials Moms. 

Krenda Frushour
US Solutions Associate Marketing Director Mead Johnson Nutritionals

DEVRY: UTILIZING CONSUMER INSIGHTS TO RE-LAUNCH BRAND

In this session, hear from DeVry University's Marketing leader on their 12-month brand re-launch which included research, segmentation, consumption, brand foundational work (value proposition, positioning, etc.) and then creative development to uphold their new brand and positioning.

Dawn Bradshaw
Senior Director of Marketing & Creative Director DeVry University
2:45pm Conference Adjournment