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Integrated Marketing @ Vistaprint (Members Only Conference) presented by Scripps Networks Interactive

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Please click here to download the conference program.

Studies show that multichannel consumers spend more, shop more frequently, and are more brand loyal. To target these customers, marketers must develop the right marketing mix combining new and traditional channels to deliver an interactive and engaging experience in whatever medium their customers prefer to use. However, the explosion of choice has complicated the lives and practices of marketers, creating massive challenges for effective integration. This event will showcase how top marketers develop, execute, and evaluate their integrated marketing communications strategy.

When
Begins:Thursday, November 7, 2013 at 8:15am
Ends:Thursday, November 7, 2013 at 3:00pm
Where

Vistaprint
95 Hayden Ave
Lexington, MA 02421

Agenda
8:15am Breakfast
9:00am

General Session

VISTAPRINT TRANSITIONS TO A CUSTOMER CENTRIC APPROACH WITH A NEW BRAND STRATEGY
Vistaprint is transitioning from a highly transactional focus to a customer-centric company with the goal of building a truly great brand.  While the company has had a successful track record of significant growth, its brand has suffered in the past. In this session, Vistaprint will share the foundational research that served to inform their approach and unveil their new brand strategy, positioning, personality and visual identity. Hear what they are doing today as a signal to the market that change is underway and to prepare for a significant launch in 2014.

Bridget O’Brien
Vice President, Brand, Marketing Communications & Content
Vistaprint
______________________________________________

FIDELITY INVESTMENTS: INTEGRATED MARKETING CHANNEL EVOLUTION
Integrated marketing id not as easy as taking one message and placing it across several channels. Consumers and technology have changed, and as a result marketers have to be innovative and creative to break through the clutter. This session will take a look at the cross channel use of concept, tailored for mediums, especially digital, and the use of various mediums as they pertain to the purchase and consideration process. It will also illustrate how success metrics vary depending on the type of creative execution, placement and where in the purchase funnel a consumer is.

Livia Binks
Vice President, Integrated Marketing
Fidelity Investments
______________________________________________

IRON MOUNTAIN CREATES A PLATFORM TO UNIFY CAMPAIGNS ACROSS CHANNELS
In isolation, each of Iron Mountain’s marketing team’s efforts were strong, but when looked at as a whole the campaigns lacked unity and left impact on the table. This also required their in-house agency to create campaigns from scratch each time, which was inefficient and expensive. To solve this business challenge, Iron Mountain rolled out a creative and messaging platform for all inbound and outbound marketing initiatives, intended to serve both domestic and international markets. Before and after creative examples, as well as the details on how Iron Mountain is using this campaign to generate successful multi-faceted integrated marketing campaigns will be discussed. 

Katie Lillie
Director, Marketing Shared Services
Iron Mountain
______________________________________________

12:00pm Luncheon
1:00pm

General Session (continued)

FORRESTER RESEARCH EXPLAINS HOW BRANDS CAN BUILD CONNECTED CONTENT
Marketing leaders must reinvent their marketing strategies to build brand advantage with today’s perpetually-connected consumers. Branded content is a powerful brand building tool as part of an integrated strategy, but marketers run a gauntlet of obstacles to harness it effectively. This session will show how one-sided push communications have lost impact with consumers, four ways branded content can help build a true brand, and a framework to guide brand building content.

Tracy Stokes
Principal Analyst
Forrester Research
_______________________________________________

SCRIPPS NETWORKS INTERACTIVE SHARES SUCCESSFUL PRACTICES THAT DELIVER LASTING PRODUCT RECOGNITION
Media interactions with today’s consumer are virtually unlimited. This means the marketing integration platforms connecting those consumers to the advertiser must be equally varied and customizable. Scripps Networks Interactive has developed cross-network and multi-platform integration methods that reduce the guess work and deliver both immediacy and long lasting product recognition. John Dailey and Kevin Paradis of Scripps Networks will share the challenges faced in delivering 360-degree marketing integration to two of Scripps Networks’ top advertisers.

John Dailey
Vice President, Ad Sales, Eastern Region
HGTV/DIY Network

Kevin Paradis
Vice President, Ad Sales, Northeastern Region
Food Network & Cooking Channel
_______________________________________________

3:00pm Adjournment





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