ANA Marketing to Millennials @ Be the Match (Members Only Conference)

There are more than 75 million Millennials living in the United States today. They represent the largest living generation and the most coveted consumer group since the Baby Boom.  Millennials are early adopters of technology and heavy users of online, social, and mobile media. Millennials also tend to have shorter attention spans and are in control of the content and marketing messages they receive.  The brands that are investing time and resources in understanding and engaging with these influential consumers are the ones that are winning big.  Hosted by Be The Match, this complimentary ANA members only conference will feature sessions from leading marketers and thought leaders who will share best practices and insights on reaching the elusive Millennials audience.

when

Start: Thursday, March 16, 2017 at 8:15am

End: Thursday, March 16, 2017 at 4:00pm

WHERE

Be The Match
500 North 5th Street
Minneapolis, MN 55401

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, March 16, 2017
8:15am Breakfast

9:00am General Session

BE THE MATCH: MILLENNIALS AS HEROS

Be The Match®, operated by the National Marrow Donor Program® (NMDP), is a nonprofit organization that’s dedicated to helping every patient get the life-saving marrow transplant they need.  As trusted leaders in advancing treatments for those facing life-threatening blood cancers, they provide the ground-breaking research, innovative technologies, patient support and education that save lives.  In this session, Karen Dodson of Be the Match, will describe how the organization has identified new and engaging ways to reach their target donor demographic – millennial males.

Karen Dodson
COO National Marrow Donor Program (Be the Match)

ORGANIC VALLEY: CONNECTING AUTHENTICALLY WITH MILLENNIALS

Organic Valley is America’s largest cooperative of organic farmers and one of the nation’s leading organic brands. Organized in 1988, the cooperative’s founding mission is to save family farms through organic farming. In this session, you’ll hear Lewis Goldstein, VP of Brand Marketing at Organic Valley on how the brand connects authentically with millennial consumers on issues that are important to them. 

Lewis Goldstein
VP of Brand Marketing Organic Valley

AMERICAN GIRL: REPRESNTING AND ENGAGING WITH THE DIVERSITY OF GEN Z AND GEN Y

Since its inception in 1986, American Girl has devoted its entire business to helping build girls’ character, setting them up today for success as strong women tomorrow. A wholly owned subsidiary of Mattel, American Girl is one of the nation’s top omni-channel marketers, with direct, retail, and publishing divisions to serve the American Girl brand and its customers. In this session, hear from Melinda McCrocklin, Senior Manager, Global Brand Team – Content at American Girl as she shares insights into how their company responds to and engages with their diverse, young audience through relevant and meaningful storytelling through content.

Melinda McCrocklin
Senior Manager, Global Brand Team, Content American Girl

HONEY BUNCHES OF OATS: 360 MARKETING CAMPAIGN

In his quest for the ideal bowl of cereal to delight his daughter, Post employee Vernon J. Herzing created the perfect blend of granola bunches, crunchy flakes, and honey. And thus, in 1989, the most cerealriffic cereal was born. In this session, hear from Julie Hewitt, Honey Bunches of Oats Integrated Marketing Communications Manager at Post Consumer Brands as she shares insights into their “THIS. IS. EVERYTHING.” campaign that engages with millennial consumers and embraces pop culture. 

Julie Hewitt
Honey Bunches of Oats Integrated Marketing Communications Manager Post Consumer Brands

AMERICAN GREETINGS: LEANING INTO CULTURAL TENSION TO GAIN ATTENTION WITH MILLENNIALS

Focusing on a core mission to make the world a more thoughtful and caring place has helped American Greetings to not only become the industry leader in the U.S. and the world, but to also become one of the most effective advertised brands in the nation. How does a 110-year-old paper greeting card company make its presence known in a digital world? In this session, you will learn how American Greetings gained their unfair share of attention by leaning into cultural tension while staying true to their brand purpose through programs  #devicelikenoother at CES this past January.  

Christine Rich
Director, Engagement Marketing American Greetings

JACK LINK’S PROTEIN SNACKS: INSIDE THE WORKIN’ OUT WITH SASQUATCH INTEGRATED CAMPAIGN

Jack Link’s is a global leader in protein snacks and the No. 1 meat snack manufacturer worldwide. Headquartered in Minong, Wis., Jack Link’s is a family-owned company that lives by its mission to Feed Your Wild Side. In this session, learn how Jack Link’s partnered with Carmichael Lynch, a Minneapolis-based creative agency, to tap into a cultural  insight to engage new consumers from a broader audience, including millennials. The result? Workin’ Out with Sasquatch – a fully integrated campaign built around an ’80s retro, weirdly woodland workout series featuring Clay Matthews and Odell Beckham Jr. The campaign features 30- and 15-second spots that aired on TV networks like ESPN, NFL Network, Adult Swim and Comedy Central, a website landing page with links to e-Commerce, social media content leveraging timely moments in the NFL season and digital media integrations with publishers like Deadspin and Funny or Die.

Tim Goldsmid
Vice President of Marketing Jack Link’s Protein Snacks
Alissa Anderson
Account Director Carmichael Lynch