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Integrated Marketing @ St. Jude Children's Research Hospital (Members Only Conference)

This event is over.

Integrated Marketing ranks as a top concern among client-side marketers. The development of new communications and the evolution of traditional communications have shifted power from the marketer to the consumer. This shift has created enormous opportunities, providing marketers with the ability to better target their customers. However, the explosion of choice has also complicated the lives and practices of marketers, creating massive challenges for effective integration.  Discover how top marketers develop, execute, and evaluate their overall marketing communications strategy based on consumer insight.

When
Begins:Wednesday, May 23, 2012 at 8:15am
Ends:Wednesday, May 23, 2012 at 3:00pm
Where

St. Jude Children's Research Hospital
501 St. Jude Place
Memphis, TN 38105

Due to construction on the St. Jude campus, we suggest attendees use the entrance on AW Willis Ave. Security will direct folks to park in the ALSAC parking garage. St. Jude will have staff on hand to help direct guests from the garage to the hospital for the sessions. To obtain a parking pass, please email lwalczak@ana.net so you can display a copy on your dashboard and show it to security to expedite arrivals.

Agenda
8:15am

Breakfast

9:00am

General Session

HOW ST. JUDE CHILDREN'S RESEARCH HOSPITAL LEVERAGES INTEGRATED PARTNERSHIPS
St. Jude Children's Research Hospital will share highlights from the organization's award-winning Thanks and Giving holiday fundraising and awareness campaign. The St. Jude Thanks and Giving campaign leverages the power of A-list celebrities, national media and nearly 60 of America's best-known and most-loved companies and brands in an integrated partnership that raised over $65 million in 2011 for the kids of St. Jude. Kmart, St. Jude's top corporate fundraising partner, will provide insights into how they support Thanks and Giving through an integrated, mission-focused campaign powered by PR, celebrity buzz and employees who are passionate and dedicated to the cause.

Karen Hughes White
Senior Vice President, Corporate Alliances
ALSAC, the fundraising organization of St. Jude Children's Research Hospital

Mark Hicks
Divisional Vice President, Kmart Retail Services Merchandise Flow/Field Operations
Sears Holdings Corporation
______________________________________________

KRISPY KREME DOUGHNUTS REACHES MILLENIALS THROUGH INTEGRATED MARKETING
For nearly 75 years Krispy Kreme has been known for melt-in-your-mouth Original Glazed(R) doughnuts and memorable experiences. Through generations the brand has learned how to stay true to its proprietary doughnut recipe and its simple mission - "to touch and enhance lives through the joy that is Krispy Kreme." Built by traditional word-of-mouth marketing, Krispy Kreme is discovering how to add energy to the brand almost exclusively through grassroots marketing activities and social media. Hear how Krispy Kreme is able to remain relevant in a rapidly changing world by working with their agency Barkley to leverage research on millennials and develop effective integrated marketing plans to reach them.

Brian K. Little
Director of Corporate Communications
Krispy Kreme Doughnut Corporation

Jeff Fromm
Executive Vice President

Barkley
________________________________________________

AMERICAN FAMILY INSURANCE GROWS THEIR "FAMILY" THROUGH INTEGRATED MARKETING
Only a few years ago, American Family Insurance allocated the majority of their media mix to a more traditional 30-second television approach with its modest marketing budget, in an ultra-competitive category. In 2009, American Family Insurance launched its first branded entertainment web series which included several integrated entertainment programs with multiple media partners. American Family Insurance has also become a category leader in social media, gaming, and is also the first insurance company to advertise on the iPad. Discover how American Family Insurance, an 80+ year old marketer, ties all of their consumer communications together for a 360 degree view and how  advertising, CRM, direct mail, and digital all work together on integrated messaging.

Telisa Yancy
Director, Advertising, Brand, and Media

American Family Insurance
________________________________________________

12:00pm
Lunch
1:00pm
General Session cont.

KRAFT COOL WHIP INTEGRATES MOM BLOGGERS INTO NATIONAL ADVERTISING AND SOCIAL MEDIA
When it comes to desserts, there’s one simple truth:  What you add makes it.  Over the last 46 years, Kraft COOL WHIP Whipped Topping has gone from being a must-have in formal recipes to the perfect topping for simple, everyday desserts.  Hear how COOL WHIP is connecting with today’s mom by integrating real mom bloggers into national advertising and leveraging social media to extend the conversation through relevant content.

Marjani Coffey
Senior Associate, Brand Manager

Kraft Foods, Inc.

Brad Higdon
Vice President, Account Director

The Martin Agency
________________________________________________

WIN:  WOMEN IN THE NAVY
The United States Navy recruits over 45,000 people each year.  Using an integrated campaign, the Navy focused on reaching females of recruitable age and highlighting various career fields available.  Approximately 23 percent of new enlistees are females who serve in all Navy specialties excluding only Navy SEALs.  Learn how the Navy leveraged integrated marketing to reach women which consisted of campaign elements such as direct marketing, special drop pages on Navy.com, and social media integration to generate sales leads for the field recruiting force.

Commander Brent Phillips
Director of Marketing and Advertising

Navy Recruiting Command
_________________________________________________

SPECIAL TOUR OF ST. JUDE CHILDREN'S RESEARCH HOSPITAL - Optional (approx. 1 hour)
Please join us at the conclusion of the formal agenda for a very special tour of St. Jude Children’s Research Hospital.  St. Jude was founded by the late entertainer Danny Thomas, who believed that no child should die in the dawn of life. Since opening 50 years ago, St. Jude Children’s Research Hospital has changed the way the world treats childhood cancer and other life-threatening diseases. No family ever pays St. Jude for the care their child receives and, for every child treated here, thousands more have been saved worldwide through St. Jude discoveries. On this special tour for ANA conference attendees, you will get an inside look at the campus and learn why there is no place else like St. Jude.

3:00pm
Adjournment (without tour of St. Jude Children's Research Hospital)
4:00pm Adjournment (with tour of St. Jude Children's Research Hospital)