Integrated Marketing @ Edward Jones (Members Only Conference)

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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.

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Wednesday, May 28, 2014
8:15am Breakfast

9:00am General Session


Investors consume all types of content on various devices. And as much as companies would like customers to be engaging with their brand every chance they get, a constant barrage of only branded-content doesn't work. Edward Jones needed to be where investors are and many times that's outside of the financial category. Edward Jones has found success in sponsoring custom content through media partnerships. Learn why you don't have to be the central focus, and how to use the stories from partners to support core tenets of your brand.

Jim Olsen
Principal, Marketing Communications Edward Jones


After liquidating in late 2012, Hostess was left for dead. Five months later, new ownership wanted to resurrect the iconic maker of Twinkies. But this nostalgic brand, popular only among older moms, needed to reach a younger audience to survive. So it made a play in major markets to generate buzz, and used social media to turn that buzz into national awareness. When stores sold out of product within 48 hours of launch, it wasn't just a comeback. It was the sweetest comeback in the history of ever.

David Leavitt
Vice President, Marketing Hostess Brands, LLC
Matt Bowne
Creative Director Bernstein-Rein

Nestle Purina's Approach to Real-Time Customer Service and Content Marketing

In 2013, Nestle Purina embarked on a journey to transform the way they interacted with pets and their owners. Going way above and beyond traditional customer service-driven “social media listening and response” exercises, Purina built a dedicated real-time content studio to proactively provide help to pet owners via thousands of pieces of expert, personalized content -- at the times when consumers needed it most. Discover Purina's revolutionary approach to real-time social media-driven consumer care and content marketing, how they approached integration across their organization, and their key lessons learned to apply to your own brands.

Michael Kotick
Director of Digital and Social Media Nestle Purina
Ian Schafer
CEO Deep Focus
12:00pm Lunch

1:00pm General Session Cont.

Hormel Foods Integrates the Skippy Peanut Butter Brand in 89 Days

In January of 2013, Hormel Foods purchased the Skippy Peanut Butter brand for $700 million, the largest acquisition in the history of the company. This presentation will reveal how the brand maintained continuity while making it their own, the strategy behind the new owner repositioning vs. refocusing an iconic brand and key lessons learned from the integration process, including what they would do differently. The successes since the integration have included market share growth and the launch of a new national advertising campaign, the first in more than 10 years.

Mike Guanella
Senior Product Manager, Grocery Products Hormel Foods Corporation

The Saint Louis Zoo: "Can You Come Out and Play?"

With the launch of “Can You Come Out and Play” back in 1998, the Saint Louis Zoo’s long-running advertising approach has become one of the Midwest’s most beloved marketing campaigns. Discover how The Saint Louis Zoo, named America’s #1 zoo by Zagat Survey's U.S. Family Travel Guide in association with Parenting magazine, created a strong brand identity through consumer insight, brand personality, award-winning creative.  You will also hear how their dedication to integrated marketing has resulted in the highest attendance and largest Facebook following of any zoo in the country.

Kevin Reardon
Founder/CEO Advertising Savants, Inc.
Ginnie Westmoreland
Director of Marketing Saint Louis Zoo
2:45pm Conference Adjournment