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Search returned: 68 document(s).

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Staycations: The Most Popular Destination This Summer Is in Your Backyard

Where are people across the U.S. looking to stay this summer?

Florida Blue’s Integrated Mobile Activation of Sponsorships

To increase awareness and engagement, Florida Blue turned to social media and partnered with Digigraph.me to give sport fans customized, digital autographs of their favorite sports heroes.

The Impact of Social Media Globalization: Why People Are More Important than Your Logo

Four social media professionals from four countries on three continents discussed how global brands can be flexible to the social media interests of individual cultures while maintaining a cohesive voice.

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

Thanks to a dedicated integrated marketing plan, the Saint Louis Zoo achieved the highest attendance and largest Facebook following of any zoo in the U.S.

Going Local: How Advertisers Can Extend Their Reach with Search

By incorporating location-based advertising into search, marketers can reach local customers on the go.

Understanding Consumers' Local Search Behavior

Google surveyed over 5,000 consumers to determine how local search is used and the potential it may have for advertisers.

Gastronomic Heritage

To raise awareness for its evaporated milk, Rica invited consumers to share their favorite family recipes to be included in a cookbook that highlighted historical recipes from across the nation.

Hurricane Sandy Response

Duracell used social media during Hurricane Sandy to help consumers notify each other of potential hazards and locate stores that still carried emergency supplies, like batteries.

Two Thoughts One Goal

Wyeth Materna created a robust online platform to help men and women communicate with each other about the importance of family planning preparation.

First Aid — A Lifesaving App

To increase awareness of lifesaving techniques, the Romanian Red Cross built a first aid app complete with easy-to-understand instructions, videos, and a click-to-call emergency number.

Lufthansa: Building a Global Brand with Local Relevance

Florian Gmeiner, head of marketing for the Americas at Lufthansa Group, and Sharon Napier, chief executive officer of Partners + Napier, shared how Lufthansa built a customized global agency network and how the member agencies work together to achieve a common goal.

Brands Favor Social Media for Local Promotions

To target consumers in local markets, national brands increasingly look to social media before more conventional channels, such as email, sponsorship, or newspapers.

Benjamin Moore Uses Content to Connect with Audience Segments

David Melancon, executive vice president and chief marketing officer at Benjamin Moore & Company, and Matt Williams, chief executive officer of the Martin Agency, shared key learnings from two campaigns which leveraged video content and social media.

Targeted Marketing Is Smart Marketing

Direct mail is not going away, and marketers should take notice. Direct mail done well that is sent to a highly targeted list of qualified prospects is smart marketing.

AutoNation: Rebranding a Large Organization Filled with ‘Armchair CMOs’

Greg Revelle, senior vice president and chief marketing officer at AutoNation, Inc., shared the company’s experiences — both positive and negative — in rebranding a large organization full of “armchair CMOs.”

Siemens Shines Spotlight on Customer Stories

Bill Stabile, senior director of brand and marketing communications at Siemens Corporation, Christina Bauer, senior marketing manager at Siemens Corporation, and Amanda Naiman, marketing communications manager at Siemens Corporation, shared how Siemens has made sharing authentic customer stories a focus of its branding efforts in the U.S.

U.S. Marine Corps Launches a Scaled Digital Campaign

Marshall Lauck, chief operating officer at J. Walter Thompson, and Lt. Col. Ralph Hernandez, assistant chief of staff for advertising at the United States Marine Corps, shared how the Marines built a comprehensive framework of training and guidance to ensure a unified brand on social media.

Visit Philadelphia Connects the Millennial Generation to Neighborhoods Through an Integrated, Multi-Media Approach

Betsy Oliphant, director of advertising at Visit Philadelphia, discussed how the brand utilized social media and locally targeted marketing to bring awareness and business to Philadelphia’s most vibrant, emerging neighborhoods.

Night Owls Tour

Vodafone reached a young, urban audience in Germany through a series of nightclub events that turned attendees into social influencers.

National Grid Electrifies Brand Affinity Through Sponsorship

Brian Cronin, manager of brand strategy and implementation, and Rafael A. Sulit, head of U.S. brand strategy and implementation at National Grid, shared how an energy and utility company built brand affinity through sports and local causes.

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